Consumer Value Award will reposition the market place- Organiser
By Oghale Mafuru
Against the backdrop of the incessant complaints by consumers about some services and products in the marketplace without recourse to compensation, the organizer of the Consumer Value Award and Lead Strategist of Absolute PR Limited, Mr. Akonte Ekine has posited that the novel award will address certain misdemeanors of some brands which has greatly undermined the power of the consumer.
Speaking to MARKETING EDGE, the PR expert who decried the unscrupulous and unethical behaviours of some brands in the marketplace stated that the award aims to awaken the consciousness about consumer rights and the need to exercise the power of knowledge to instill decorum in the marketplace especially in the area of quality service and fulfilment of brand promise by brands.
According to him, the award is structured to ensure that consumers validate performing brands by rating them based on satisfaction derived from using them.
“So, we try to see how much we can help consumers validate products before they even get to the market and then take on the product without any issue. Ultimately at the end of the day, you want to do filtration in the marketplace without necessarily saying we are doing filtration. Because if consumer A in your neighborhood says this product is good, you are likely to get it and we are in the era of technology. It is word of mouth and you don’t need to get everybody to come to you to talk but if you know that there is a website that talks about consumer values, you will want to go there and see which of these products are actually of value that I can put my money on” he said.
While harping on the need for consumers to demand efficient and quality services from brands, Mr. Akonte Ekine stated that the award will consolidate on the efforts of regulators saddled with the responsibility to protect consumers rights by ensuring strict adherence to ethical practices by brand owners and managers.
“If consumers can put a force together, you know there are eight rights of the consumers which are the right to hear, the right to be heard, the right for a healthy environment, the right to take decisions about product policies, and several others. If the consumers are taking up these rights, there is no one in the marketplace that will bring products that are substandard in the market”
“That is exactly what we are trying to do. We are trying as much as possible to help the regulators live up to the billing” he added.
He noted the voting process was credible as modalities were put in place to ensure that the voting process was void of irregularities and malpractices.
Recall that the voting process which commenced in April ended in June. Collation of votes is ongoing while the formal announcement and presentation of awards to winners will hold on 24th August 2022 at the Radisson Blu Ikeja.
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