IMPACT OF EDUCATION ON CONSUMER BEHAVIOUR
WITH SOCIAL CHANGE


By
Puneet Kumar
PGDBM, DSM, M.A.(Maths), Ph.D.
Institute of Management Education
178, Main G.T. Road, Sahibabad, Ghaziabad (U.P.) - 201 005
E-mail :
deep0402@bol.net.in / imesbd@del3.vsnl.net.in
 


IMPACT OF EDUCATION ON CONSUMER BEHAVIOUR WITH SOCIAL CHANGE

Education is closely related to social change, because inventions and discoveries take place due to education. Consequently, change comes in society also. The changed society again gives direction to education according to its new form. The education and social change have a sort of action and inter-action. It is the duty (function) of society to bring progressiveness in society and make the attitude of its members liberal and wide. But liberal outlook does not mean that one should adopt a thing without properly knowing and understanding it. Instead, it means that he should not hesitate or discriminate in accepting a correct fact or product.

It is very necessary to encourage inventions, discoveries, researches, and tests etc. for bringing progress in society through education. Some check on this progress is also necessary so that undesirable elements do not increase in society as a result of changes due to progress and new gains. Thus the nature of education also continues to change and at the same time this changed form becomes pragmatic and the aim becomes, preservation of old society and establishing of new values in society. For e.g., as the people get aware the importance of the computer, the organization as well as people purchasing the computers for fast and accurate processing to save the time and money. Thus big and specific institutions of society whether they are religious or political, scientific or vocational, sales or marketing  take the help of education for progress and to establish the new market.

In the absence of education, man cannot take advantage of progress due to inventions, discoveries and researches nor can he develop his personality. However much he may do hard work and however, much he may develop his culture and society by using his imagination, but the fact is that he cannot get pleasure and satisfaction with this progress without proper education and guidance, because he is not able to utilize it.

Education has to be given right direction for pleasure and satisfaction by utilizing progress and development. Its aims are to be determined and the representatives of the society have to come for performing this task. They determine the aims of education in order that a person may be successful in establishing good social relations by developing his personality to the maximum extent. In determining the educational aims, the capacity, age and social environment of man have to be kept in mind. For such new customers who are in the first stage of education or gaining the product knowledge, the aims are different from those for customers receiving higher education or already used or using the product.

Cultural and physical objects have developed due to education. But there are many abstract things, which are very important and effective. The most glaring example is that of language. Language is the strongest of all material things and its social and cultural importance is supreme. A living creature or ignorance of the new inventions cannot make progress in the absence of education.

The extensive influence of education is proved by other facts also. The relation of invention and discoveries of knowledge is influenced by education because changes come due to inventions and discoveries which affect man and society. In this field, education has two distinct functions. First, to preserve material and non-material objects of its culture or preserve its old culture and second, to encourage new inventions and discoveries in order that new facts may be found out and new truths may be brought to light which may strengthen progress still further and can increase the market size. Thus education performs these two important function. It develops social institutions in order that there may be progress in social life. At the same time it helps in the development of personality of the individual in order that he may render help in the progress and development of society and through social institutions.

I have noted that social change is a continuous process. It is natural and necessary. The form of change is determined by people or by those persons of the society who realize its importance. In a democratic system the people exert their influence on these changes through their elected representatives.

The function of education is to give a desirable direction to social changes, which come automatically without any aim. I have noted above that cultural changes have their impact on society and changes automatically come in society. The study of these automatic changes is necessary for providing them a right direction. The aim of education is not to allow people to become indifferent to these changes. In fact, the apathy of the people should be removed in a planned manner. The co-operation of  the  people  may  be  obtained in this effort.  As  has been said above,

education has some responsibilities in this connection and these responsibilities are of two kinds. Firstly, to create such consciousness in the public that they give desired direction to the automatic changes. Secondly, to produce such individuals who can recognize the movement of the people and can understand which changes are in the interest of society and how they can be brought about.

A system and well-organized education system has the capacity for creating that consciousness in the customer which may enable them to understand the need for desirable changes. In the absence of such educational system, the customer cannot evaluate good or bad system connected with administration, vocation, recreation, health, market potential, product knowledge etc. So it requires planned efforts for the full co-operation of the people. This work is only possible through a systematic and well-organized education.

The customer generally feel hesitant in discarding old traditions and customs and hesitate to accept a new system, however, better it may be. The customer in the beginning resists every change. So it is the function of education that it prepares customer for accepting a change, explains to them the need of change and gives them knowledge of those mean which fulfill the need. So it should be the aim of education to provide so much ability and capacity to customer that they make the automatic changes useful for the society.

It is the function of education to preserve old culture and transmit it to the next generation. It is undisputed that a customer cannot move forward without any foundation or previous knowledge of product and the past is that foundation on which future is constructed i.e. brand name of the organization or previous product, but care has to be taken that useless and untimely knowledge from the past knowledge is removed. It is injurious to accept everything old blindly and it has had its adverse effect, too. So it is necessary in the interest of the society that old traditions and customs are impartially analyzed in view of the present circumstances and lifeless knowledge is weeded out. In this analysis and sorting, history can render necessary help and we should take the best advantage to crate the new market of the new invented product with the help of education and social change.
 


Puneet Kumar
PGDBM, DSM, M.A.(Maths), Ph.D.
Institute of Management Education
178, Main G.T. Road, Sahibabad, Ghaziabad (U.P.) - 201 005
E-mail :
deep0402@bol.net.in / imesbd@del3.vsnl.net.in
 

Source : E-mail December 21, 2003

 

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