Every rupee spent by the consumer shows his desire for consuming goods on which he or she is spending the money. By spending money consumer creates demand for various goods and services in the market. The producer produces the goods to meet the demand of the consumer. The consumer has an important function of spending his income wisely and being a rational consumer. It is said that, the consumer is the king of the market or economy. But with the development of industry and technology, the consumers have lost their importance of being the dictator of production. The producers and sellers have become stronger in the market these days. To play the role efficiently, the consumer must be a rational consumer. He must overcome impulsive purchasing habits, must not be influenced by customs, tradition, fashion, advertisements, imitations etc. while buying the goods and services. The consumer must buy for the needs of the family within the family income.
This means he/ she must have adequate knowledge of the quality of goods, services and the places where the goods are available. To be a good consumer one must educate themselves about, the market, market systems, family status, needs and satisfaction of family etc.
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