ANC - 1

2nd Part

Q  Differentiate between essential and non- essential amino acids. Highlighting the measures you would adopt to improve the protein quality in a vegetarian diet.  8

A  The proteins in plant food generally lack one or two essential amino acids and, therefore, are not of good quality. For example, cereals are poor in lysine and rich in methionine. On the other hand, pulses are poor in methionine and rich in lysine. When cereals are combined with pulses in the same meal then the quality of protein improves. Protein quality of-plant foods can be thus improved by the combination of one or more kinds of foods of plant origin.  Some examples - a cereal-pulse combination as in dosa (rice, urad dal); dal-roti; rice-dal or (cereal-animal food combinations as in Dalia (milk, broken wheat); rice-fish). This is one of the ways of improving the quality of food proteins. 

Food Sources:-  nuts and oilseeds (groundnuts, almond, cashew nut, walnut) and pulses (Bengal gram, lentils, green gram, rajma, soybean). Among pulses, soybean is particularly rich in protein. 

Q  Name the amino acid lacking in pulses and the amino acid lacking in cereals.  2

A   Pulses are poor in methionine and Cereals are poor in lysine. 

Q  Describe the process of digestion, absorption, and utilization of carbohydrates and proteins in our body.   10

A  Digestion, absorption, and utilization of Proteins - 

Digestion of proteins means the breakdown of these amino acid chains to their constituent amino acids. 

Since saliva contains no proteolytic enzyme (enzymes which help in the breakdown of proteins), protein digestion mainly occurs in the stomach and the small intestine. Pepsin, a proteolytic enzyme, present in gastric juice breaks down proteins into smaller amino acid chains. But pepsin itself cannot complete the digestion of proteins. Partly broken down proteins from the stomach are released into the small intestine where further digestion takes place in two steps: I) Breakdown of partly digested proteins into smaller amino acid chains by proteolytic enzymes called proteases. ii) Finally, other kinds of proteolytic enzymes called peptidases act on amino acid chains and convert them to their constituent amino acids.

The metabolism of proteins is essentially the metabolism of amino acids as these are the end products of the process of digestion of proteins. After digestion, amino acids are carried by the blood to the liver. Here amino acids are used in three ways: 

a) some of them are used for the building of blood proteins; 

b) some are retained in the liver and 

c) the rest enter the blood circulation as amino acids. Some of the amino acids remain in circulation and others are taken up by body tissues for protein synthesis whenever needed. It must be emphasized here that only proteins of good quality are maximally utilized by the body for protein synthesis. 

      Thus the amino acids present in proteins of good quality are used maximum for body protein synthesis. On the other hand, proteins of poor quality are less likely to be used for tissue protein synthesis. These proteins (amino acids) are more likely to be used for other purposes including the release of energy. Like glucose, amino acids can also be oxidized or burnt in the body to produce energy. 

Digestion, absorption, and utilization of Carbohydrates - 

The digestion of carbohydrates begins in the mouth itself. Saliva contains an enzyme called amylase which is capable of breaking cooked starch into smaller units. However, the time available for this enzyme to break down the starch in the mouth is too short to allow for any significant amount of digestion to take place. The longer one chews the food, the more is the digestion of starch. There are no carbohydrate-digesting enzymes in the stomach. Thus the principal site of carbohydrate digestion is the small intestine. The major carbohydrate-digesting enzyme present here is an amylase secreted by the pancreas. This enzyme is capable of acting on both raw and cooked starch and converts it into smaller units. The next phase of carbohydrate digestion takes place within the cells of the small intestine where three important enzymes complete the process of digestion. These enzymes act on sugars and partially digested starch and ultimately break them up into the simple basic units i.e. glucose, fructose, and galactose.

       All the simple sugar units are taken to various body tissues and cells through the bloodstream and are ultimately converted to glucose. Some amount of glucose remains in the blood as blood sugar and is used by the body cells whenever needed to release energy. The process of burning of glucose to release energy can also be termed oxidation of glucose.

       The extra glucose (which is not burnt to release energy) is converted to a substance called glycogen which is stored in the liver and muscles. Glycogen is made of long chains of glucose molecules. Glycogen can be broken down to release glucose whenever needed. But only a limited amount of glucose can be stored in the body as glycogen. Once the limit of glycogen storage is reached the remaining excess glucose is converted into fat and is stored in the body.  

Q  Define the terms of food, nutrient, nutrition, and health. Discuss the relationship between food, health, and disease. 6

A  Food  - Food refers to anything which nourishes the body. It includes solids, semi-solids, and liquids which can be consumed to sustain the body and keep it healthy. Food is a complex mixture of different nutrients and non-nutrients. 

Nutrients - Food is essential because it contains substances that perform important functions in our body. These essential substances contributed by our food are called nutrients. If these nutrients are not present in our food in sufficient amounts, the result is ill health and in some cases, even death. There are over forty essential nutrients that are supplied by the food we eat. These nutrients can be classified into five major categories: proteins, carbohydrates, fats, vitamins, and minerals. Water is important as a nutrient as well as food. Food also contains many substances which are non-nutrients e.g. coloring and flavoring substances in food.

Nutrition - The processes by which the organism ingests, digests, absorbs, transports, and utilizes the nutrients and disposes of their end products is called nutrition. The various aspects of the study of nutrition include the social, economic, cultural, and psychological implications of food and eating.

Health - Health is a state of complete well-being and not just the absence of disease. There are 4 dimensions of health, these are - 

Physical health - A person is physically healthy if he or she looks alert is responsive, energetic, attentive, and vigorous.

Mental Health - Mental health implies :

# freedom from internal conflicts

# no tendency of self-condemnation or pity 

# ability to adjust to situations and people

# sensitive to the emotional needs of others

# capacity to deal with other individuals with consideration and courtesy

# good control over one's own emotions and doesn’t carry away by the strong feelings of fear, jealousy, anger, or guilt.

Social Health - An individual who recognizes his/ her obligations towards other members of society and is able to relate to other people around him/ her can be described as socially healthy. 

Spiritual Health - Spiritual health is more a matter of attitudes and a way of looking at situations and people. Concern for others and a genuine desire to help or be of assistance. 

Relationship between food, health, and disease - 

            Though good food is one of the important factors in ensuring good health, it is not the only one. The food eaten must not only be nutritious but it must be wholesome, clean, and free from harmful germs. If this is not so, the person eating the food would get ill even if the food is nutritious. 

           When food doesn’t contain the right kind of nutrients it leads to malnutrition. Malnutrition is an impairment of health that occurs because of deficiency,or, excess or imbalance of nutrients. In other words, malnutrition refers to both under-nutrition and over-nutrition. Undernutrition means a deficiency or lack of one or more nutrients and over-nutrition means the excess of one or more nutrients.

 Both Under-nutrition and over-nutrition result in ill health. One prominent example of under- nutrition in our country is vitamin A deficiency. When young children do not consume enough vitamin A-rich foods, their eyes are affected and ultimately blindness results.

A disease-related to over-nutrition is extremely overweight or obesity. When a person takes in more energy than he is able to spend on his daily activities. he accumulates fat in the body and his weight increases. If the weight increases substantially, the person becomes obese.

Q a)  Discuss the social, psychological & economic aspects of food & eating behavior. 6

Or  ( Classification of food based on functions   5)

Or ( Briefly describe the functions of food in our body.    8)

(b)  Describe the process of digestion and absorption of food. 6

(c) Explain the functions of proteins. List 2 sources of animal & vegetable proteins. 6

A.  a)   Classification of food based on functions - 

 Physiological Functions: - The physiological functions performed by food are the energy-giving, body-building, protective and regulatory functions. The energy-giving function of food is basically performed by two nutrient categories-carbohydrates and fats. The energy released by two nutrient categories is used to perform various activities like sitting, standing, running, beating of the heart, expansion, and contraction of the lungs, etc. 

     Bodybuilding function implies the growth of cells and tissues and the replacement of worn-out tissues. Proteins help in this process. The other major physiological functions performed by food are the protective and regulatory functions. Protective role implies preventing infection by ensuring the proper functioning of the body systems responsible for fighting infections. Even if a person does develop an infection or any other type of illness, food, and the nutrients it contains facilitate rapid recovery. The food is also responsible for performing regulatory functions which include the beating of the heart, maintenance of body temperature, and the contraction of muscles.

Social Functions:-  Food and eating have significant social meanings. Sharing food with any other person implies social acceptance. Food also has important significance during festivities where special food is cooked and is an important means of bringing people together. Food also has religious importance where religious texts and practices strongly recommend some foods while rejecting others. Thus food plays an important role in society.

Psychological Functions: - Food also showcases the emotional gestures like love, security, affection, and attention. Food is also closely associated with our emotions. Food often serves as a reward. When a mother wishes to reward her child for doing well in a test, she may buy him a sweet or ice cream. In this manner, that particular food item brings pleasant feelings in the mind of the child.

b)  Digestion of food - Digestion takes place in steps - 

Mouth - The process of digestion begins in the mouth where food is chewed by the teeth and mixed with saliva. While the food is still in the mouth, it is acted upon by an enzyme, amylase, which acts only on cooked carbohydrates and partially digests them or breaks them up into smaller units. 

Stomach:-  The chewed food mixed with saliva then passes into the stomach through the tube-like structure called the esophagus. Here it gets mixed with the gastric juice present in the stomach. Besides enzymes and water, gastric juice also contains small amounts of an acid called hydrochloric acid which makes it acidic in nature. Mixing of food with gastric juice converts the food into a thin soup-like consistency. Gastric juice contains an enzyme Pepsin which acts on proteins and brings about their partial digestion. Other nutrients in food remain chemically unchanged. 

Small intestine:-  The next step in the digestive tract is the small intestine. The partially digested food passes from the stomach into the small intestine. The small intestine not only contains intestinal juice (which is secreted from the small intestine itself) but also secretions from the liver and pancreas. The secretion from the liver is called bile and from the pancreas is known as pancreatic juice. Bile aids in the digestion and absorption of fats. Both pancreatic and intestinal juices contain enzymes that break down fats, proteins, and carbohydrates into simpler substances. These simple substances ultimately reach the bloodstream.

Large intestine:- The food which is not absorbed in the small intestine along with a large amount of water passes on to the large intestine. Here most of the excess water is reabsorbed and the remaining water and solid matter are eliminated from the body as feces.

Absorption of food - The end products of digestion of food or the nutrients, present in the small intestine can be used by the body only when they enter the bloodstream. This process of movement of digested food or nutrients from the intestinal wall to the bloodstream is termed absorption of food. Most of the nutrients are absorbed from the upper part of the small intestine though some are absorbed from the lower portion. 

(c)  Functions of protein - 

Body-building:  Proteins supply amino acids whose main function is building new body tissues and the replacement of worn-out tissues. Thus they help in the growth and maintenance of the body. Even during adulthood worn-out body tissues are continuously replaced. Thus, proteins are required throughout life for the growth and maintenance of the body.

Regulatory and Protective substances: Proteins are also part of some chemical substances which are necessary for the regulation of vital body processes. All enzymes are proteins in nature. Like enzymes, hormones are also chemical substances that are essential for the regulation of some vital body processes. Some of the hormones (like insulin) are proteins. Antibodies that protect the body from illness are also proteins. 

Proteins as carriers:  Some of the proteins act as carriers and help to transport certain substances from one place to another. One prominent example of a protein carrier is haemoglobin, the red coloured protein-containing substance present in the blood. Haemoglobin carries oxygen from the lungs to various body tissues and carbon dioxide from body tissues to the lungs.

Energy-giving function:  Proteins can also be broken down In the body to provide energy. Each gram of protein yields about 4 Kcal. This, however, is not the major function of proteins and only takes place when-the diet does not supply enough energy-giving nutrients such as carbohydrates and fats. 

  

Animal - Meat, fish, poultry

Plant - Soybean, Groundnut, Rajmah

Q  Why is dietary fiber important for us? Name four food sources rich in fiber. 7

Or (Why is it important to include dietary fiber in our diet ?     6) 

A  Fiber is important to us because -

Satiety value:  Fibre cannot be broken down chemically in the body because of the unavailability of enzymes. However, in the digestive tract, some components of fiber absorb water. They swell up and make the food residue bulky which gives a feeling of fullness or satisfaction. 

Elimination: Fibre also helps in the easy elimination of unabsorbed food in the form of stools or faeces from the body. Fibre present in stools holds water, makes them softer, and thus helps in its elimination. This is how fibre helps in preventing of constipation. Hence, it is advisable to include fibrous food items in our diet like cereals, pulses, and vegetables. 

Prevention of diseases like cancer, diabetes, and heart disease: Research studies have indicated that fiber also helps in the prevention of diseases like heart disease, diabetes, cancer of the colon i.e. the large intestine. 

Food Sources: Fibre is present in the outer covering of cereals and pulses. The wheat grain, whole wheat flour, and whole pulses (with outer husk) like black gram, rajma, lobia, contain appreciable amounts of fiber. some of the vegetables and fruits are particularly rich in fiber like - lotus stem, green leafy vegetables, ladies finger, peas, beans, brinjal, amla, guava.

Q  Cereals and pulses together in a meal help to meet the protein requirement (justify) 5

A    The proteins in plant food generally lack one or two essential amino acids and, therefore, are not of good quality. Cereals are poor in lysine and rich in methionine. On the other hand, pulses are poor in methionine and rich in lysine. When cereals are combined with pulses in the same meal then the quality of protein improves. Protein quality of-plant foods can be thus improved by the combination of one or more kinds of foods of plant origin. Cereal-pulse combination as in dosa (rice, urad dal); dal-roti; rice-dal are thus served to improve protein content in it. 

Q  Interrelationship between nutrition and health      5

Though good food is one of the crucial factors in ensuring the health, it is not the only one. The food eaten must not only be nutritious but it must be wholesome and clean and free from harmful germs. If this is not so, the person eating the food would get ill even if the food is nutritious. 

           If food doesn’t contain the right amounts of nutrients it leads to malnutrition. Malnutrition is an impairment of health resulting from a deficiency,or, excess or imbalance of nutrients. In other words, malnutrition refers to both under-nutrition and over-nutrition. Undernutrition means a deficiency or lack of one or more nutrients and over-nutrition means the excess of one or more nutrients.

 Both Under-nutrition and over-nutrition result in ill health. One prominent example of undernutrition in our country is vitamin A deficiency. When young children do not consume enough vitamin A-rich foods, their eyes are affected and ultimately blindness results.

A disease that we easily relate to over-nutrition is extremely overweight or obesity.

When a person takes in more energy than he is able to spend on his daily activities. he accumulates fat in the body and his weight increases. If the weight increases substantially, the person becomes obese.

Q  Carbohydrates 5 (Enumerate the food sources and functions)

A  Food Sources -  Cereals and millets are the main source of carbohydrates in Indian diets. All cereals like wheat, rice, and millets e.g. jowar, bajra, and ragi contain considerable amounts of starch. So do roots and tubers like potato, tapioca, sweet potato, yam, and colocasia. Fruits like mango, banana, sapota are, however, rich in carbohydrates in the sugar form. Cane sugar or cube sugar and other sweeteners like honey and jaggery are 95 percent to 100 percent carbohydrate (sugar form). Pulses also contain substantial amounts of carbohydrates. However, pulses are more important in our diet as sources of protein.

Functions of Carbohydrates -

Energy giving function: The chief function of carbohydrates is to produce energy for the working of the body. One gram of carbohydrate provides approximately 4 kilocalories (Kcal). Carbohydrate foods arc widely distributed in nature and are the cheapest sources of energy. They usually provide 60-70 percent of the total calories in our diets.

Protein sparing action - An insufficient amount of carbohydrates in the diet will force the body to break down proteins for releasing energy instead of using them for the body's growth and development. Carbohydrates, if taken in sufficient amounts to meet the energy needs of the body, spare proteins for their important basic role in the body i.e. supporting growth and bodybuilding. This particular act of carbohydrates of sparing proteins is termed as the protein-sparing action of carbohydrates. 

Utilization of fat - The presence of carbohydrates in the diet prevents the body from breaking down the excess amounts of fat for energy. In case of deficiency of carbohydrates in the diet, more fat will be broken down to meet the energy requirements of the body. However, an excessive fat breakdown can lead to the accumulation of by-products of fat metabolism. This accumulation causes a problem and adversely affect health.

Q  Define nutritional status. 2

A  Nutritional status represents the health of an individual as influenced by the utilization of nutrients. Example - If a person does not consume enough vitamin C, its levels in the blood will drop and one can predict that the person is likely to get vitamin C

deficiency. This finding can be confirmed by looking at the diet which will reveal very few foods being eaten which are rich in this vitamin.

Q  Differentiate between anabolism and catabolism. 2

A  Metabolism refers to all the chemical changes that take place in the cells after the absorption of nutrients( end products of digestion). It is of two types- Anabolism represents all the chemical reactions by which simple substances are used to manufacture more complicated ones and catabolism represents all the chemical reactions by which complex substances are further broken down into simpler components.

Q  Describe the process of digestion, absorption, and utilization of fats in our body.  Functions and food sources . 8

A  Food Sources:  Food sources of fats and oils include all common fats and oils like ghee, vanaspati, mustard oil, groundnut oil, soya oil, coconut oil. They are almost 100 percent fat. The presence of fat is also evident in other foodstuffs like milk and milk products (curd, paneer, khoa), nuts and oilseeds (almond, groundnut, coconut, mustard seeds), eggs and flesh foods. These are known as fat-rich foods. 

Functions - Fats as macronutrients play a crucial role in the body. 

Source of energy: Fat is a concentrated source of energy. Each gram of fat provides approximately 9 Kcal. This is more than double the amount of energy supplied by a gram of carbohydrate or protein. Most of the excess fat is stored in the body in specific tissues called adipose tissue. Adipose tissue is present under the skin, and in the abdominal region among others. 

Satiety Value: - Fats remain longer in the stomach and take more time to digest. Hence, like fiber, fats also give satiety value.

insulation and padding: Fat is stored in the body in adipose tissues at specific places. Layers of fat are stored under the skin act as an insulator and keep the body warm. A layer of fat is also present around the vital organs of the body like the kidney and the heart. This serves as padding and protects them against injury.

Source of essential fatty acids: Fats serve as sources of essential fatty acids that have important functions in our body.

Carrier of fat-soluble vitamins - Some of the vitamins are soluble in fats and are termed as fat-soluble vitamins. Fats serve as carriers of these fat-soluble vitamins and also aid in their absorption. 

Digestion, absorption, and utilization: In the process of digestion, fats are broken down into their constituent components i.e. glycerol and fatty acids. The two enzymes which aid in the digestion of fats are gastric lipase present in gastric juice in the stomach and pancreatic lipase secreted by the pancreas in the small intestine. For the digestion of fats to take place by the action of enzymes a secretion from the liver called bile helps in fat digestion by breaking fat into small droplets. These fat droplets are then acted upon by enzymes. Since bile is not present in the stomach, the action of gastric lipase is not very significant. This is the reason, the main area of fat digestion in the small intestine where pancreatic lipase breaks, them into glycerol and fatty acids aided by the action of bile.

The end products of fat digestion i.e. glycerol and fatty acids which are present in the intestine move towards the intestinal cells. However, the fatty acids cannot enter the intestinal cells as such. Bile salts play an important role in fat absorption. It breakdown the fatty acids into small, tiny water-soluble units called micelles which can easily move into the intestinal cells.

       Fatty acids and glycerol then get transported from the intestinal cells to blood circulation. They do not travel directly into the bloodstream but firstly enter the network of vessels (present in the villi of the small intestine) called lymph vessels. Then fatty acids from the lymph vessels enter the heart and from there move into the blood. Blood then carries them either to the adipose tissues where they are stored as concentrated sources of energy or to cells where they are broken down to provide energy.

Q  What are fats and oils composed of ?                                      2

A    The major constituent of all fats and oils are fatty acids and glycerol. A molecule of fat or oil has three fatty acids and a molecule of glycerol. This is called a triglyceride. Fats and oils are composed of many triglycerides or fat molecules.

The fatty acids are composed of a chain of carbon atoms with other elements like hydrogen and oxygen. The fatty acids can be classified in three categories on the basis of chain length. There are shorter chain fatty acids (10 or fewer carbon atoms), long-chain fatty acids (12 to 20 carbon atoms), and very-long-chain fatty acids (20 or more carbon atoms).

Q  Available carbohydrate (explain) 2

A  Carbohydrates like sugars and starches are digestible in the human digestive tract. The energy thus produced is available to perform body functions. These carbohydrates are termed as available carbohydrates. 

Q  Non-available Carbohydrates 2

A  Cellulose and certain other large carbohydrate molecules that cannot be digested in

the human digestive tract is collectively referred to as fiber or non-available carbohydrates. 

Q  Amino acids (define) 2

A  The basic building blocks of proteins are nitrogen-containing units called amino acids. Amino acids are joined or linked together in chains by linkages called peptide linkages. Several hundred or even thousands of amino acids are strung together in specific strands and coils to form proteins. 

Q  Differentiate between available and non-available carbohydrates highlighting their functions and food sources.    8

A  Answered before 

Q  Enumerate the importance and role of water in our bodies.   

A  Role of water - 

1. Water is a major component of our bodies. It makes up approximately 60 percent of the total weight of an adult and almost 75 percent in the case of the infant. It is the major and essential component of all cells and tissues, though the amount of water present in different body tissues varies.

2) Water is the medium of all body fluids including blood, saliva, digestive juices, urine, faeces, sweat, or perspiration.

3.  Water plays an important role in the regulation of body temperature. The normal body temperature is maintained at 98.4* F or 37* C. As heat is produced in the body by the burning of carbohydrates, fats, and proteins. Water helps to distribute this heat throughout the body. Some amount of heat is used by the body for evaporation of water and thus cools down the body. Thus, the extra heat from the body is lost and body temperature is maintained.

4.  Water is a universal solvent. It dissolves all the end products of digestion and carries them to various parts of the body via the blood. Similarly, it helps in the removal of waste products from the body. This property of water makes it essential for all the chemical reactions which are taking place in the body.

5)  Water bathes the body cells and keeps them moist. Hence it acts as a lubricant. Water present in saliva and other digestive juices helps in the passage of food down the digestive tract. It also acts as a lubricant for the joints. 

Sources - 

1  The availability of water is in the form of drinking liquids like tea, coffee, milk, juices, etc.

2  Water is also present in various foodstuffs where it is available in hidden or invisible forms.

3.  Water is also formed in the body due to the metabolism of nutrients. Some amount of water is formed in the body due to the metabolism of carbohydrates. Similarly, the metabolism of fats and proteins also contributes water to the body.

Q  Discuss the physical, mental and social dimensions of health. Explain how these dimensions are inter-related. 6+2=8

A   Health - Health is a state of complete well-being and not just the absence of disease. There are 4 dimensions of health, these are -

Physical health - A person is physically healthy if he or she looks alert. It is responsive, energetic, and vigorous.

Mental Health - Mental health implies :

# freedom from internal conflicts

# no consistent tendency to condemn or pity oneself

# a good capacity to adjust to situations and people

# sensitivity to the emotional needs of others

# # capacity to deal with other individuals with consideration and courtesy

# good control over one's own emotions without constantly giving in to strong

# feelings of fear, jealousy, anger, or guilt.

Social Health - An individual who recognizes his/ her obligations towards other members of society and is able to relate to other people around him/ her can be described as socially healthy. 

Spiritual Health - Spiritual health is more a matter of attitudes and a way of looking at situations and people. What is important is a concern for others and a genuine desire to help and be of assistance. 

         A person may not be suffering from any disease and yet may not enjoy complete well-being. There are so many times when we feel tired or exhausted and incapable of concentrating on our work. At such times we are not enjoying complete well-being, even though at other times we do.

ANC- 01

1st Part

Q  List 4 aspects of the study of nutrition.

A  a) food and nutrients 

b) processes of ingestion, digestion, absorption, transport, and utilization of nutrients and disposal of end products 

c) social implications of eating 

d) economic implications of eating

 e) psychological implications of eating.

Q  Define health.

A  The state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity.

Q  List the four dimensions of health. 

A  Physical, mental, social, spiritual

Q  "Good health cannot be achieved without good food." Comment on this statement in 2-3 sentences.

A  Good health cannot be achieved without good food. This statement is true because food provides us essential nutrients that are required to perform various body processes in our body. Since food is the source of nutrients, selecting and consuming the right types of food in the right amounts becomes important. If the diet is poor, it will lead to malnutrition (under-nutrition or over-nutrition) thus leading to ill health. 

Q  List three different aspects of the interrelationship between nutrition and health.

A  # Causation of diseases due to deficiency or excess amounts of nutrients;

 # effect of nutrients in preventing disease and quick recovery from diseases,

# good nutrition as one of the major factors ensuring good health.

Q  What do we mean by protein-sparing action of carbohydrates?

A  Both proteins & carbohydrates can be broken down in the body to provide energy. The main function of carbohydrates is to furnish energy for the body; this is not the case with proteins. The presence of carbohydrates in the diet takes care of the energy needs of the body and hence spares proteins for their chief function of growth and body-building. This function of carbohydrates is termed protein-sparing action.

Q  How are starches different from table sugar?

A  Starch is a very large molecule that is made up of many basic carbohydrate units or glucose. It is made of long chains of glucose (either straight or branched) whereas the table sugar which we commonly use at home is a much smaller molecule and made up of only two basic units-one units of glucose and one unit of fructose.

Q  Why are substances like cellulose or dietary fiber indigestible in the human digestive tract?

A  Substances like cellulose are termed indigestible because enzymes capable of bringing about their digestion are not present in the human digestive tract.

Q  What is the role of fiber in relieving constipation?

A  Dietary fiber present in food cannot be digested in the body. The unabsorbed food residue chiefly containing indigestible fiber absorbs water, gives bulk to the stools, and helps in their easy elimination from the body. Thus, fiber plays a vital role in relieving constipation.

Q  Define water balance 

A  Intake of water in the body (i.e. water as such and in the form of beverages, water from foods, water produced in the body from the metabolism of nutrients) is termed ingestion. Some amount of water is lost from the body during various body processes. This is termed as the excretion of water. Usually, in normal conditions, the body maintains a balance between the ingestion of water and the excretion of water. This is termed water balance. 

Q  How can we improve the protein quality of cereals?

A  Cereals are lacking in one of the essential amino acids (lysine). Their protein quality can be improved by combination with other foods that are rich in lysine i.e. pulses or animal foods like milk, egg, meat.

Q  How are saturated fatty acids different from unsaturated fatty acids?

A  Saturated fatty acids contain all the hydrogen atoms which the carbon chains can hold whereas in unsaturated fatty acids some of the hydrogen atoms are missing from the carbon chain. The degree of unsaturation will vary according to the number of missing hydrogen atoms. The two essential fatty acids are also unsaturated in nature.

Q  Name the two essential fatty acids.

A  Linoleic acid and linolenic acid.

Q  What are carotenoids? List the rich sources of beta carotene.

A  Carotenoids are yellow and orange colored pigments present in plant foods. These carotenoids can be converted to vitamin A in the body and hence are termed precursors of vitamin A. Green leafy vegetables, yellow and orange vegetables like carrot and pumpkin, and fruits like mango, papaya are rich sources of beta carotene.

Q  What are coenzymes?

A  Coenzymes are the substances which are required by enzymes to perform various activity in the body. They are also termed as helpers of enzymes. Specific coenzymes are needed for specific enzyme's actions. Most of the B vitamins act as coenzymes and help in the metabolism of carbohydrates, fats, and proteins.

Q  Which B vitamins play a significant role in blood formation?

A  Folic acid and vitamin B12

Q  Give reasons for the following:

i)  Refined flours like maida and suji have less thiamine as compared to atta or whole wheat flour

A  Whole wheat flour has most of the bran and part of the germ layer in it and is a good source of thiamine. However, maida or refined flour has very little bran and germ. Since bran and germ are rich in thiamine and other B-complex vitamins, whole wheat flour is rich in thiamine while refined flour is poor in thiamine.

ii)  Milk can help to meet niacin needs

A  Milk is a rich source of tryptophan. Tryptophan can be converted to niacin. This is why milk can help to meet niacin needs.

iii)  Ascorbic acid is termed the "fresh food vitamin".

A   Ascorbic acid is called the 'fresh food vitamin' because it is present in substantial quantities in fresh fruits and vegetables.

iv)  Deficiency of thiamine in the diet can interfere with carbohydrate metabolism.

A  Thiamine is a part of coenzymes that play a role in the metabolism of carbohydrates. Deficiency of thiamine in the diet can, therefore, interfere with carbohydrate metabolism.

Q  Define the following.

a)  Extracellular fluid

A  Extracellular fluid is a fluid present outside the cell. Examples are blood plasma and the fluid surrounding the cell

b)  Intracellular fluid

A  Intracellular fluid is a fluid present inside the cells. 

c)  Fluid balance

A  Fluid balance refers to the balance between the fluids circulating within the cells and that circulating outside the cells. 

Q  List the foods containing inhibitors/enhancers that decrease/increase absorption of iron 

A   Foods containing enhancers-  protein-rich foods like milk; vitamin C-rich foods like oranges, lime.

Foods containing inhibitors-  green leafy vegetables, cereals

Q  Differentiate between requirement and recommended dietary intake.

A  Requirement refers to the minimum amount of a nutrient required to prevent deficiency and maintain satisfactory body levels of that nutrient for the majority of people. An additional safety margin for individual variation, cooking losses, periods of low intake is added to the required figure to arrive at the RDI.

Q  List four specific characteristics of an individual that determine the planning of balanced diets.

A  age, sex, activity, income, socio-economic/ religious/ regional considerations.

ACS - 01

9th Part 

Q.    Discuss in detail the remedies available for negligence in ‘Banking Service’.

A.    The bankers are professionals, who undertake to pay on consumer's cheques to the extent of money in their credit balance. The failure to do so constitutes negligence and makes them liable for damages including for injury to the credit of the consumer. The banks are liable for any forgery in the cheque committed by third persons. A bank which makes a payment on a forged cheque, cannot make the customer liable except on the ground of negligence imputable to the consumer. If the signatures of the customer on the cheque are not genuine, there is no mandate on the bank to pay. In such a case, the question of any negligence on the part of the customer, such as leaving off the cheque-book carelessly so that a third party can easily get hold of it, can afford no defense to the bank. Similarly, if a bank fails to carry out the instructions of a customer, it will be liable for negligence. For example, if a bank issues a bank draft without authority in accordance with the customer's instructions against valid cheques of the customer, owing to the fraud of the customer's servant, the bank will be liable for damages in respect thereof.

There are two laws enacted to safeguard the interests of customers of banking services they are -

1)   The Usurious Loans Act, 1918 -

               It empowers the courts on the lines of Section 1 of the Money Lenders Act, 1900 to reopen transactions by way of money or loans in cases where the Court is satisfied (1) that the interest or other return is excessive and (2) that the transaction is substantially unfair, and after investigation of the circumstances, both attendant and antecedent, to revise the transactions between the parties and if necessary, reduce the amount payable to such sum as the Court, having regard to the risk and all the circumstances of the case, may decide to be reasonable. Section 3 of the Act provides for the re-opening of certain transactions.

2)  The Banking Ombudsman scheme, 1995 - 

The object of the scheme is to enable resolution of complaints relating to the provision of banking services and to facilitate the satisfaction, or settlement of such complaints. Under this scheme, the Reserve Bank of India has to appoint one or more persons to be known as the Banking Ombudsman to carry out the functions entrusted to him by or under the Scheme.

Procedure for redressal of grievance: Clause 16 of the Scheme provides that any person having a grievance against a bank, may himself or through an authorized representative make a complaint in writing to the Banking Ombudsman within whose jurisdiction on the branch or office of the bank complained against is located.

No complaint to the Banking Ombudsman shall lie unless -

a)   The complainant had before making a complaint to the Banking Ombudsman made a written representation to the bank named in the complaint and either the bank had rejected the complaint or the complainant had not received any reply within a period of two months after the bank concerned received his representation or the complainant is not satisfied with the reply given to him by the Bank.

b)  The complaint is made not later than one year after the bank had rejected the representation or sent its final reply on the representation of the complainant.

c)  The complaint is not in respect of the same subject matter which was settled through the office of the Banking Ombudsman in any previous proceedings whether received from the same complainant or any one or more of the parties concerned with the same subject

matter.

d)  The complaint is not the same subject matter, for which any proceedings before any court, tribunal or arbitrator or any other forum are pending or a decree or award or order of dismissal had already been passed by any such court, tribunal, arbitrator or forum.

e)  The complaint is not frivolous or vexatious in nature.

Under Clause 17 of the Scheme, the Banking Ombudsman may require the Bank to provide any information or furnish certified copies of any document related to the subject matter of the complaint which is or is alleged to be in its possession.

Under clause 18 of the Scheme, the Banking Ombudsman is under a duty to promote a settlement by agreement between the complaint & the bank through conciliation or mediation. For this purpose, the Banking Ombudsman may follow such procedure as he may consider appropriate and is not bound by any rule of evidence.

Recommendation for settlement:- If a complaint is not settled by agreement within a period of one month from the date of receipt of the complaint or such further period as the Banking Ombudsman may consider necessary, under Clause 19 of the Scheme, he may make a recommendation to what is, in his opinion, fair in all circumstances. Such recommendation is binding upon the complainant if he accepts all terms of recommendation in full and final settlement of the complaint. The recommendations so accepted by the complainant shall be binding on the bank, if acceptable to it.

Award by the Banking Ombudsman - Where the complaint is not settled by agreement or recommendations, the Banking Ombudsman, under Clause 20 of the Scheme, shall inform the parties of his intention to pass an Award. The parties may submit any further representation or evidence in support of their claim. The Banking Ombudsman shall pass an Award after allowing the parties reasonable time and chance to present their case.

Q.  Discuss in detail various ‘Activities of an Organisation’ dealing with Consumer Problems and issues.

A. The various ‘Activities of an Organisation’ dealing with Consumer Problems & issues are -

#  Education - The main objectives of consumer education are :

- develop skills

- gain knowledge, and

- develop understanding

          Consumer education should focus on specific issues like health, sanitation, nutrition, food and product safety, pharmaceuticals, basic needs, environmental problems, market malpractices, finance, workers' rights, unethical advertisement practices, culture, and lifestyles, etc. Consumer education should be provided to all sections of people including school & college students, teachers, women, and youth groups, religious organizations, and masses in general. This can be imparted through seminars, workshops, exhibitions, drama, and competitions on consumer issues. Consumer education can also be imparted through electronic media like film shows, radio, tv, and campaigns. The organization can also organize exhibitions of books and magazines. CPA itself provides for consumer education. Consumer education helps in making an alert and awake citizen who behaves responsibly at the market place, enquires about the quality of goods.

# Research -

          Many of the consumer problems can be solved by conducting research studies and surveys. Initially, the organization should carry out research to find out what kind of consumer education is required in society and to what level and to what extent. The research can be carried out in all the areas under consumer education. Research also needs to be carried out in the market place regarding business malpractices and tests performed to check the safety and quality of consumer products such as water and foodstuffs. The results of these tests can also be published in-the organization's magazine or newsletter.

# Grievances and Complaints -

The consumers generally have a lot of complaints related to consumer issues like poor quality of products & services, food adulteration, unhygienic conditions, water & electric supply, etc. These complaints may be received through the mail, telephone, or in person. Proper guidance should be provided so that the grievance of consumers are redressed.

#  Vigilance

In India, many services like postal services, telephone, electricity, water supply, and the public distribution system are managed by governmental agencies. Unfortunately, most of these services aren’t performed to the satisfaction of the consumers. Hence, some of the volunteers of an organization, especially the younger group, can form a vigilance group to keep an eye on these services. For example, if a ration shop receives its stock for distribution to the ration cardholders, the members of the vigilance group can take the responsibility for delivery of the goods to the holders, without any harassment. Similarly, these members can also oversee the staff responsible for the cleanliness of roads, streets, etc. do their work properly.

# Counselling

A few members of an organization who are well versed with the legal provisions can help train, educate, and guide individual consumers so that these individuals can represent themselves in grievance redressal forums effectively. Thus they can provide assistance and legal advice to consumers who are in need of such advice. In addition, they can observe the implementation of the laws enacted by the local government which affects the consumers. Such people can also file PIL in courts on consumer-related issues.

# Publications and Media

          Consumer organizations can bring out the appropriate publications, such as manuals and magazines, pamphlets and leaflets in local languages. It can highlight various aspects of consumer protection in different areas, with reference to the law, rules, regulations, and procedures. It can educate consumers regarding rights and responsibilities.

         They can also organize workshops, seminars, and training programs not only on consumer-related topics but also in building up the capacities and developing skills of individual consumers. This will enable them to take a more effective part in the consumer movement.

# Library

An organization can also become a good information center if it maintains a library. A wide range of books, journals, research reports, and pamphlets along with press clippings can be kept in the library for the reference needs of the consumer. The library premises can also be used occasionally as a meeting point for the members of the organization. A library is an ideal place for the display of charts, posters, etc. Notices for the members can also be put up on the notice board in the library for their information.

Q.  Discuss the Limitations of the Consumer Protection Act, 1986, and difficulties faced in its implementation.

A.   Some of the Limitations of the Consumer Protection Act, 1986 are -

i)  Only those services come within this Act for which specific payment is made, such as electricity, telephones, banking, etc. Government hospitals do not come within the ambit of the Act. Also, the mandatory civil services, such as sanitation, water supply, etc. provided by the State or local authorities are not covered by the Act. 

ii)  The Consumer Protection (Amendment) Act, 1993 incorporated two clauses regarding the supply of hazardous goods, but it does not impose strict liability on those who supply such goods. 

iii)  The Act does not give any definition of safety requirements and permitted hazard levels. 

iv)  Under the Act, a consumer can seek redressal only he has suffered a loss on damage as a result of the unfair trade practice or deficiency in service or the unfair trade practices resorted to by a trader. However, the per se rule is not invoked. The per se rule ensures that any act or practice which prima facie appears to be unfair shall be regarded as unfair and against consumer interest as such, pending its justifications by the opposite party. 

v)  The Act does not empower the Consumer Redressal Forums to take up cases suo moto.

vi)  The Act does not empower the Consumer Redressal Fora to issue either interim injunction or "cease and desist orders".

vii)  The Act does not empower consumer fora to publish the names of manufacturers, traders, and dealers whose goods are found to be hazardous to public safety. 

viii)  The Act does not permit a consumer to lodge a complaint with the Consumer Fora if an alternative remedy is available under some other law. 

ix)  The Act does not impose liability on the chief executive, manager, or director where an offense is shown to have been committed by an organization.

x)   The Act specifies a time frame within which the dispute is to be disposed of. The period specified is 90 days, but the actual time taken is much longer.

xi)  The Act completely ignores the right of consumers to a healthy environment.

xii)  The Act is silent on the question of storage of commodities.

xiii)  The Act concedes six rights of consumers viz. right to choice; right to safety; right to be informed; right to be heard; right to redress; and right to consumer education. But these rights have not been made justiciable.

xiv)  The Consumer redressal agencies do not have the requisite infrastructure; as a result, they are hamstrung functioning effectively.

xv)  An important issue relating to the execution of the orders is that the consumer courts have to depend on the Civil Courts for the execution of the orders or on the Criminal Courts when cases are referred for service of warrants leading to delays. 

xvi)  There is a rift between the judicial and non-judicial members of the consumer courts. This is growing day by day & threatening of effect the functioning of these quasi-judicial bodies.

Q.   Discuss the important provisions of the Drugs and Cosmetics Act, 1940.

A.   The provisions are setting up -

The Drug Technical Advisory Board

The Board has been set up by the Central Government to advise it & the State Governments of technical matters arising out of the administration of this Act and for carrying out other functions assigned to it by this Act.

Central Drugs Laboratory

This is established by the Central Government under the control of a Director to carry out functions laid down under the Act. Rules provide for the procedure for admission of samples of drugs or cosmetics for analysis or test, forms of reports, fees to be paid, etc.

The Drugs Consultative Committee

This has been constituted by the Central Government as an advisory committee to advise the Central, State Governments and the Board on any matter tending to secure uniformity in the administration of this Act. It has representatives of the Central & State Governments.

A Cosmetic shall be deemed to be misbranded if it contains a color of a label that is not prescribed or bears\a false or misleading statement. A Cosmetic can be spurious for the same reasons as specified for a drug.

The Central Government has the power to prohibit the import of drugs or cosmetics not of standard quality, or which are misbranded, adulterated or spurious or which are imported in violation of the terms of the license, or in which the contents are not disclosed or which has harmful ingredients. Customs officials can detain and seize any drug or cosmetics which were prohibited from being imported. Any person who imports any drug or cosmetic which is prohibited shall be punishable by law.

Manufacture, Sale, and Distribution of Drugs and Cosmetics

No person shall himself or through his agent manufacture for sale, distribute, sell or stock or exhibit or offer for sale drugs & cosmetics which are not of standard quality, or misbranded, adulterated or spurious or in contravention of the provisions of the Act. Both the Central Government & the State Governments can appoint inspectors under the Act. The inspector can inspect premises, take samples, carry out searches, ask for records, or examine them.

Ayurvedic, Siddha and Unani Drugs

Similar but separate provisions have been made in this Act for these drugs. There is a separate Technical Advisory Board, Consultative Committee, and the prohibitions as to manufacture and sale of Ayurvedic, Sidha and Unani drugs which may not be of the requisite standards, quality, or which may be adulterated, misbranded or spurious has been provided for with corresponding penalties for their breach.

Q.   Discuss in brief the Consumer Disputes Redressal Agencies created under the Consumer Protection Act, 1986.

A.  Consumer Protection Act, 1986 established a three-tier structure for redressal of consumer disputes. The redressal machinery consists of the following agencies, namely -

a)  Consumer Disputes Redressal Forum is known as the 'District Forum'

b)  Consumer Disputes Redressal Commission is known as the 'State Commission'.

c)  National Consumer Disputes Redressal Commission is known as the 'National Commission'.

District Forum - Each District Forum consists of a president and two other members & one of them should be a woman. A president is a person who has been or is qualified to be a District Judge. The two other members are persons of ability, standing & integrity & have adequate knowledge or experience or have shown capacity in dealing with problems relating to economics law, commerce, accountancy, industry, public affairs or administration.

1)  The 'District Forum' has jurisdiction to entertain complaints where the value of goods, services, and compensation claimed (if any) does not exceed Rs. five lakhs.

2)  A complaint can be filed in the District Forum in whose territorial jurisdiction the opposite party or parties, at the time of instruction of complaint, actually and voluntarily resides, carries on business, has a branch office or personally works for gain.

3)  If any of the opposite parties do not voluntarily reside, carry on business, have a branch office, or personally work for gain the District Forum should grant permission or the opposite parties should consent to such an institution.

4)  The complaint can also be filed before the District Forum in whose jurisdiction the cause of action, wholly or in part arises.

State Commission

Composition of State Commission

State Commission consists of three members. One of them is the President and one of the members should be a woman. The President of the State Commission is a person who is or has been a judge of the High Court. The two other members are a person of ability, integrity, and standing and have adequate knowledge or experience or have shown capacity in dealing with problems relating to economics, law, commerce, accountancy, industry, public affairs or administration. The Consumer Protection (Amendment) Act, 1993 has provided that no appointment is to be made except after consultation with the Chief Justice of High Court.

The other two members are appointed by the State Government on the recommendation of a Selection Committee consisting of

i)  President of State Commission -Chairman

ii)  Secretary of the Law Department of the State -Member.

National Commission

The President is appointed by the Central Government after consultation with the Chief Justice of India. The other members are appointed by the Central Government on the recommendation of a Selection Committee consisting of :

a)  a person who is the judge of the Supreme Court, nominated by the Chief Justice of India - Member.

b)  Secretary of the Department dealing with consumer affairs in the Government of India - Member.

Jurisdiction

The National Commission has jurisdiction to entertain

i)  Complaints, where the value of goods, services, and compensation claimed, exceeds Rs.20 lakhs and

ii)  Appeals against the orders of any State Commission.

The National Commission can also call for records and pass orders in any consumer dispute which is pending before the State Commission or has been decided by the State Commission where it appears to the National Commission that such State Commission has exercised the jurisdiction vested in it or has acted in its exercise of jurisdiction illegally or with material irregularity.

Q.   Discuss the strategies of effective ‘Campaign and Advocacy Programmes’. 

A.   The Three Basic Techniques Involved in Effective Strategy is -

#  Information and publicity

#  Soliciting support

#  Techniques to influence those people who have the power to bring about the requisite changes, and thereby make the campaign successful.

Information and Publicity

This involves spreading awareness of the campaign and the issues involved in it by:-

1  Using the mass media, press releases, letters to editors, interviews on T.V. and Radio, Cable TV/Cassettes, and other audio/visual aids. -

2.  Organising public meetings to be addressed and attended by popular public personalities, celebrities, and other popular figures who are sympathetic to the cause.

3  Organizing the mobile groups to travel widely to create awareness among the people.

4. Involving schools and colleges are considered necessary.

5  Circulation of posters, handbills, pamphlets, banners, stickers, etc. and putting up hoardings.

6  Taking the advice from experts and professionals as well as relevant scientists, etc. In order to add further weight to the campaign.

7  increasing the credibility of the campaign by showcasing the support they have received in the form of publications and declarations from International organizations. such as WHO and other U.N. bodies, as well as national organizations such as the Bureau of Indian Standards, Food Laboratories, etc.

8  Involving the officials and authorities concerned wherever possible in it.

9.  Seminars/Workshops/symposium to discuss and debate on such issues.

10  Preparing comprehensive briefing material for Members of Parliament and State Legislatures, Legislative Councils, etc. for effective lobbying with different political organizations and government for the cause.

11  To file Lawsuits & Public Interest Litigation along with wide publicity for such action.

Soliciting Support - They should try to get the support of groups including:-

- the general public

- key groups in society

- groups related to the issue

This can best be achieved by identifying the individuals and groups-

#  who are known to be in support of the cause

#  who is known to be opposed to the cause

#  who are fence-sitters and have not made up their mind.

-  It can be in the form of easily readable material like pamphlets, etc. containing all relevant information regarding the issues.

-  proper timing in approaching the media or the judiciary or using other tools of advocacy and campaign is very important.

-  getting the support of all like-minded individuals, groups, journalists, community leaders, and other activists and make full use of their respective strengths.

Influencing the Powerful -

It involves identifying those who are in a position to change the situation and solve the problems, these includes -

- professional groups

- business communities.

- various decision making authorities at different levels.

- Members of Parliament, MLAs, or other elected representatives.

Q.   Write a note on ‘Duties of Consumers as a Corollary to Consumer Right’.

A.    Rights and duties are two sides of the same coin. As consumers, we have two types of duties. One, duties which are required for enforcement of our own rights. For instance, for meaningful enforcement of rights to safety and a healthy environment, it is our duty to buy only ISI marked goods, particularly where safety is most important, for example, electronic items, helmet, etc. Two duties toward others. These can be called our social and ecological responsibility. It means that as consumers we should make responsible choices about our purchases and consumption in relation to society and the environment. Pollution, exhaustion of resources and energy, and the proliferation and hazardous wastes are all problems associated with irresponsible consumption.

Q.  Discuss in brief the important provisions of ‘Sale of Good Act, 1930’.

A.    The Sale of Goods Act deals with the contracts of sale of goods. The Act was enacted to define and amend the law relating to the sale of goods. Section 14 to 17 of the Act has been designed to protect the interests of the buyers in terms of granting them the remedy of avoiding the transaction, besides the claim for damages, in case certain conditions are not satisfied. Sec. 14(b) & 14(c) contain provisions whereby a buyer is entitled to claim damages in case the right of quiet possession of a buyer is distributed or the goods purchased turn out to be subject to a charge. Besides, Sections 57 to 59 entitle the buyer to exercise certain rights for non-delivery of goods or for any other breach of the contract. These rights include a claim for damages, specific performance, etc.

Q.  Discuss the manner of taking cognizance of PIL.

A.    The two methods of taking cognizance of PIL are -

 Letters and Telegrams

The courts, with the aim of enabling even the poor and disadvantaged to seek judicial redressal of their grievances, have dispensed with procedural formalities to such an extent that they have even accepted letters, postcards, and telegrams, addressed to judges, the court, or the Legal Aid Committees, as writ petitions, and have taken appropriate action.

Suo Moto

Even if nobody files a petition before the court, in case there is a violation of the rights of people, the court can initiate the proceedings on its own by simply taking note of it either

through a newspaper or through any other source. Such practice is called suo moto.

Q.   Discuss in brief the structure and purpose of Consumer International (CI).

A.    Structure - The membership of the Consumers International has two categories -one, the full members, and the other known as 'The Affiliates'. Full membership is given to those organizations which give a proportion of their gross annual income while the other members - Affiliates - pay a membership fee. 15 members of the council have entrusted the work of charting the Consumers International's course of action. Six council members form executive which drafts the budget and policies for the council's approval.

Purpose -  CI believes that strong and effective consumer organizations can transform the world into a more just, equitable place & responsive to the people's needs. Consumers International's programs and campaigns mainly committed to consumers' interest. They include:

-  promotion of consumer education and protection

-  program on trade, food, health, and sustainable consumption.

-  campaigns for proper controls on the marketing and use of pesticides, pharmaceuticals, tobacco, and other hazardous products.

-  lobbying in the international bodies for checking anti-consumer programs (like the UN Guidelines for consumer protection). 

ACS- 01

8th Part 

1.   Discuss various dimensions of the Consumer Environment.

A.   Various dimensions of Consumer Environment are -

1) Economic Environment

The Consumers buying decisions are influenced by economic factors that comprise income, price, technology, the economy of purchase, dependability, quality, and effectiveness of the product. These factors significantly affect the consumer's decision-making process. The other factors are the following :

a) Income -

           Income is the primary factor that determines the expenditure on the consumption of goods by individuals. The personal disposable income is the amount of money people are left with after paying the taxes. On the basis of income, consumers are grouped as upper-class, middle class, working-class, and low-income groups. In India, there exist considerable disparities in income and wealth distribution. An increase in income influence the buying habits of the consumers.

b) Savings and Debt -

Consumer expenditures are also affected by savings and debt patterns. In India, people hold savings in the form of bank saving accounts, bonds, shares, real estate, jewelry, and other assets. These savings are utilized by people to finance purchases. Consumers can increase their purchasing power also through borrowing. The availability of consumer credit due to the development of banking and financial institutions has been a major contributor to the growth of the Indian market.

c) Product Considerations -

Products are packaged and labeled attractively and various customer services are also offered along with the product. All these things exert a considerable influence on the decision of the buyers. Brand names, for example, tell the buyer something about the product quality and finally gets associated with the good or bad quality of products. The packaging gives benefits such as protection, economy, and convenience, this also influences the decisions making the process of the buyers.

d) Price Considerations - 

The consumer before purchasing the product weighs its price against the perceived values of using the product. Consumers differ in the values they assign to different product features. Keeping this in mind the marketers often change their pricing strategy to cater to and attract different consumer segments. Sales at a concessional price, price reductions, discount offers, and free gifts are some of the sales promotion methods used by marketers.

e) Influence of Technology -

The most important factor today in shaping people's consumption is technology. The consumers today are exposed to different new products, which claim features of greater efficiency, comfort, speed, and reliability, etc and many other new features.

2)Social Environment

   The social class comprises a large group of people who possess something in common like values, interests, culture, lifestyles, and social behavior. The social classes are formed when people share similar values, economic circumstances, and feel empathy towards each other. A member of any social class would normally select items that are suitable and considered worthy and of good taste by his class. For example, families of the upper-middle class include successful executives, bankers, businessmen, etc. They are likely to buy particular kinds of houses, furniture, clothing, automobile, recreation and luxuries that are considered worthy and their class thinks is the proper way to live. The social class comprises of several groups -

Reference Group - This is a relatively small social group to which a consumer belongs or aspires to belong. It acts as a guide to acceptable beliefs, values, attitudes, and behavior. Members of such groups consist of small but intimate members who frequently meet and interact with each other. Suitable examples of such groups are friends, peer groups, family, work associates, professional associations, etc.

Membership Groups - Among membership groups, the family is considered the most powerful influential group because of its unique role in early childhood socialization.

Aspirational groups - These are the groups to which an individual makes maximum efforts and aspires to be part of. Sports heroes and movie stars are examples of aspirational groups.

Face-to-face groups - These are the small groups of people where individuals communicate directly. Such groups have a direct influence on an individual's ideas, tastes, values, and behavior.

3) Cultural Environment

The Consumption habits of people are affected by the prevailing culture of the society to which people belong. The society develops distinctive cultures that become part of their traditional way of life, their lifestyle. Individuals may react quite differently to the same situation according to their cultural background and their general experience. Cultural trends are used for market segmentation, product development, advertising, and other aspects of marketing strategy.

3.  Discuss in detail the six Consumer Rights provided under the Consumer Protection Act, 1986. 

A.   The Consumer Protection Act enshrines six rights of the consumers. These are the Right to Safety, Information, Choice, Be Heard, Redressal, and Consumer Education.   

1)  Right to Safety

The Right to Safety means the right to be protected against the marketing of goods and services which are hazardous to life and property. This means that the purchased goods (or services) should meet the safety requirements of the consumer. The right to Safety is not limited to the quality of the product just at the time of purchase. The products should fulfill the long term interests of consumers in terms of safety needs. Therefore before purchasing, consumers should insist on the quality of the products as well as on the guarantee of the products and services. But this does not mean that without a guarantee a consumer does not have the right to safety.

2) Right to be Informed

Right to be informed implies information about the quality, quantity, potency, purity, standard and price of goods or services, as the case may be, so as to protect the consumer against unfair trade practices. In other words the consumer can insist on getting all the information about the product or service before making a choice or a decision to purchase the product. The manufacturer or trader is duty-bound to give this information. This right, enables the consumer to act wisely, and responsibly do not fall prey to the high-pressure selling techniques.

3)  Right to Choose

 The right to choose means a buyer has the right to buy a particular product out of a number of products available and get the satisfaction in terms of quality and price of goods. A shopkeeper cannot force or impress upon a customer to buy a particular brand or a type of product. In case a particular product is manufactured by only one producer, that is a monopoly product, then this Right ensures satisfactory quality and services at a fair price.

4)  Right to be Heard

The Right to be heard means that consumer's interests will receive due consideration at the appropriate forums. It also includes the Right to be represented in various forums that are formed to look into the welfare of consumers.

        For the exercising of this right, both the State and the voluntary agencies are supposed to provide necessary forums. Under the social accountability of producers, they should also provide such forums in the shape of grievance redressal or customer service departments or wings. By enacting the Consumer Protection Act, the Government of India has created Consumer Forums at district, state & national levels to look into the complaints of consumers. The consumers themselves have started forming non-political & non-commercial consumer organizations which can be given representation in various committees formed by the Government in matters relating to consumers.

5)  Right to Seek Redressal

This Right implies the right of a consumer to seek redressal against the unfair trade practices or unscrupulous exploitation of consumers. It also includes the Right to fair settlement of the genuine grievances of the consumer. It also includes the right to receive compensation for faulty goods or services. Redressal is the natural follow-up after making a complaint and thus making a settlement in such a manner that it is acceptable to both the consumer as well as the seller. Consumers must make a complaint about their genuine grievances. Many a time the value of the complaint may be very small but its impact on the society as a whole may be very large. They can also take the help of consumer organizations in seeking redressal of their grievances.

6)  Right to Consumer Education

This Right encourages a person to acquire the knowledge and skill to become an informed consumer throughout life. As we know that the ignorance of the consumers is largely responsible for their exploitation at the hands of the seller's ex rural consumers, so the consumers should be aware of their rights and must exercise them willingly. The Consumer Protection Act itself provides the Right to consumer education. Therefore it becomes the responsibility of the government to provide necessary information to the consumers about their rights. Creating awareness among consumers is also part of their education. This will help a consumer in protecting himself/herself against fraudulent, deceit, and grossly misleading information, advertising, labeling, or other practices. Consumer education also brings alertness and the ability to question about price and quality of goods.

5.  Who is a Consumer? Discuss the Characteristics of ‘Consumer Buying’.

A.    The consumer is one who buys a good or hires a service, on payment, for final consumption or uses irrespective of age, sex, language, religion, or social group. The main characteristics of the definition of the consumer can be stated as follows:

i)  A consumer is one who consumes either goods or hires or avails of any services.

ii)  The word 'Consumer' is defined separately for the purpose of goods and services.

iii)  For the purpose of goods, a consumer means a person belonging to any of the following two categories:

a)  One who buys any goods for consideration.

b)  One who uses such goods with the approval of the buyer.

iv)  For the purpose of services, a consumer means a person belonging to any one of the following:

a)  One who hires any service or services for consideration.

b)  One who is a beneficiary of such service.

v)  A person who buys goods for commercial purposes is not a consumer. In other words, only a person who buys goods for private use or conception only is a consumer. 

Characteristics of Consumer Buying -

Consumers purchase small quantities of a variety of goods. Buying is often crowded into spare moments and is only one of the many tasks carried on. A multitude of different goods may be selected. Types of goods consumers buy include convenience goods, shopping goods, and specialty goods. Convenience goods (like food products, soap, daily newspapers, confectionery, etc.) are usually purchased frequently and with a minimum of effort in buying. Shopping goods (lie ready-made garments, furniture, shoes, etc.) are those which the consumers buy after considering such factors as suitability, quality, price, and style in the process of selection.

        Specialty goods (like TV, Stereo, refrigerators, camera, etc.) have unique characteristics or brand identification for which most buyers are willing to make a special purchasing effort. Included in the types of services that consumers hire or avail of on payment are transportation, communication, banking, insurance, house building, medical treatment. education and training, electricity and water supply, etc. 

6.   Write a note on ‘Consumer Responsibility’. 

A.    A responsible consumer is a person who exercises his/her discretion with the full awareness of the implication of his/her right to choose and is accountable or answerable to other consumers and to the environment for his/her purchase decisions.

 The components of the consumer's responsibility include:

-  recognition of one's power & ability to control one's own consumption practices.

-  creation of an environmentally friendly lifestyle, or what is called a "greener lifestyle".

-  awareness of accountability for one's actions and purchase decisions

-  capacity for rational thought

-  Being a watchdog over the activities of the industries and businesses

-  Demanding the standards and quality of the products.

Citizen as Consumer

A person's range of activities and interactions extends from his/her home to the market place as a consumer. But as a citizen, the area of his/her activity expands to encompass not only what he/she can carry from the market to his/her home for personal use, but what he/she can give in return to society and to the environment. This involves not only action but also the decision not to act in a certain established or acceptable manner. For example, as Consumer Responsibilities a user of market commodities he/she takes partial responsibility for garbage disposal.

          The following are some of the areas where consumer intervention can influence the market to act responsibly towards the consumer. For that the consumer should always check correct weights and measures, dates of manufacture and expiry, pricing and ingredient labeling, the inclusion of quality marks (ISI, Agmark, Eco-mark), Warranties, and guarantees, etc., before making a purchase. This is the first dimension of the consumer's responsibility as a citizen. His/Her other dimension of responsibility is to the environment which is global and thus makes he/her a citizen of the world. This awareness of environmental issues determines the choice of products which provides a negative environmental impact. For example use of Chloro Flouro Carbon (CFC) - free air- conditioners and refrigerators. It also involves a conscious rejection of non-biodegradable packaging, and minimal use of chemicals at home.

Ethical Consumer

The ethical consumer buys and invests appropriately and ethically. Price is not the only priority for he/her; ethical behavior means one is doing what is right and good in most situations for most people. An Ethical Consumer is also a green consumer. The evolution of a consumer into a green consumer means that the consumer exercises He/her vote, not only in favor of market responses to his needs but also the individual's responsibility towards the environment.

7.   Write a note on the History and Growth of the Consumer Movement in India. 

A.   The origin and growth of the consumer movement in India have many similarities to the movements elsewhere. In the 1960s, organizations such as the Consumer Guidance Society of India (Bombay) were formed to inform and educate consumers on the quality of goods and services and to conduct simple tests on goods of daily consumption. Shortages in the supply of essential commodities and the unsatisfactory functioning of the public distribution system (PDS) led activists to form consumer organisations in their towns and localities to ventilate their grievances to the authorities concerned. Several such organisations which were formed between 1970-1980 were primarily concerned with the problems of inflation, food adulteration, and the public distribution system. These organisations serve a very useful purpose as voluntary vigilance groups in the market place.

         The third phase of growth covering the period from 1981 to 1990 signifies the expansion and consolidation of the consumer movement in India, especially after 1986. With the enactment of the Consumer Protection Act 1986, there has been a spurt in the number of new organisations in the country.

         The period from 1991 to 2000 AD is being considered as a period that would empower the Indian consumer. The major programmes include consumer education, product testing, product safety, promotion of eco-labeled products, and conservation as compared to the mindless consumption of goods.

          In India, the basic reasons for the consumer's movement have been:

#  Shortage of consumer products; inflation of the early 1970s

#  Adulteration and the Black Market.

#  Lack of product choices due to lack of development in technology

#  Thrust of consumer movement in India has been on availability, purity, and prices

The factors which stimulated the consumer movement in recent years are:

#  Increasing consumer awareness

#  Declining quality of goods and services

#  Increasing consumer, expectations because of consumer education

#  Influence of the pioneers and leaders of the consumer movement

#  Organized effort through consumer societies

               The first stage of movement was more representational in nature, i.e., to make consumers aware of their rights through speeches and articles in newspapers and magazines and holding exhibitions. The second stage was direct action based on the boycotting of goods, picketing, and demonstration. However, direct action had its own limitations, which led to the third stage of professionally managed consumer organisations. From educational activities and handling complaints, it ventured into areas involving lobbying, litigation, and laboratory testing.  It has played a role in hastening the process of passing the Consumer Protection Act, 1986 which has led to the fourth stage. 

8.  Write a note on ‘Why the Consumer needs Protection’. 

A.    Fleecing of customers by sellers has become widespread today in the market. False or misleading advertisements or representations, fixing, bargain prices, the offering of gifts, prizes, contents, non-compliance of product safety standards and hoarding of goods has become rampant in the markets that make us knowingly or unknowingly victims in one way or the other. All these factors are responsible for creating pressure on the government for enacting laws to protect consumers from greedy elements in the markets.

      Consumer protection envisages policies and actions, usually involving intervention by the government, designed to ensure that all consumers obtain goods and services of reasonable quality at fair prices. Consumer protection embraces all goods and services and the protection sought is against unscrupulous sellers or uncaring civil servants, against information regarding price and quality that may be false, biased, or incomplete, or the protection needed may be from laws, regulations and regulatory agencies which favor producers rather than consumers. To protect consumers, the govt enacted certain laws. These laws confer a number of rights on consumers and impose duties on the sellers, manufacturers, or those who provide services. More importantly, these rights are not merely social codes but most of these now have legal sanctions behind them. In other words, we now have enforceable rights. 

       The idea of Consumer Rights is a product of modern times. For long the traders and manufacturers have been disregarding the interests of consumers in respect of quality, price, and availability. In legal terms protection of consumer interests by the provision of rights also means the imposition of duties on the sellers, manufacturers, and providers of services. Therefore violation of these rights and duties may entail legal action or punishment. The producers, manufacturers, and providers of services are supposed to be conscious of their duties towards society. That is, their sole concern should not be profit only. At present, there are pressures from the social, legal, and judicial institutions in addition to those from the consumer and environment movements to ensure consumer interests are protected.

12. Discuss in brief the factors responsible for attitudinal changes. 

A.   There are many factors responsible for changes in consumer behaviour and attitudes, these are -

Inherent Nature of Consumers

By virtue of their inherent nature consumers do not always make rational, economic, extensive decisions. In fact, there are consumers who are rash or passive in their decisions. The rash individual just buys products and services on impulse, whereas the passive buyer gets easily lured by attractively exhibited goods or packaging. They end up buying products they really do not need and soon regret having bought them.

Personality Traits

Every person has some natural and acquired personality traits, based on which people are divided into two broad categories. The extrovert and the introvert. The extroverts are usually impulsive buyers and they-easily try new products.

Social Influences

Social influences include the influence of family, friends, peer groups, workgroups, club mates, etc. Family is the basic social group in which an individual is born and therefore is most influenced during the formative years of life. Social groups include workgroups, leisure groups, walking companions, shopping groups and partying groups, and consumer action groups. The social group may influence a consumer's behaviour through discussions about products, services, and particular stores which the members may patronize.

13.  Write a note on ‘The Consumer Manifesto’.

A.   The Consumer Manifesto is based on the principles of - Access to essential goods, safety, representation, health; environment, fair practice, equity, availability of grievance redressal means, ethics, accountability, etc. It sets out to redress the imbalance in

knowledge and power between suppliers and consumers. It demands -

#  Participation by consumer organizations on an equal footing with other corporate groups in society, in the formation of policies that affect those they represent;

#  Ensuring that the basic needs of all consumers are met; adequate food, clothing

shelter, health care, sanitation, and education;

#  Measures to enhance fair competition and to control harmful business and professional

practices; for example, to oppose a practice that misleads, restrict choice, or erect barriers to trade so as to "protect" business and state enterprises at the expense of the private individual;

#  Laws and standards that safeguard consumers from hazardous goods and services,

as well as from the social costs and environmental pollution;

#  Procedures, formal and informal, to provide effective redress to aggrieved consumers

at all income levels;

#  Accurate and adequate information to help consumers choose;

#  Consumer education to ensure that all people may acquire the knowledge and skills

necessary to be informed and active consumers exercising their rights and unfulfilling their economic role, special attention must be given to the needs of vulnerable groups such as children, handicapped, and the elderly.

#  Consumers assert the right of organized consumers to be represented, heard and

heeded nationally, regionally, and internationally.

14.  Discuss in brief the impact of Mass Media and Advertisement on Consumers.

A.   The main objective of Mass Media and Advertisement is to influence the short-term and or long-term behavior of consumers. They follow the principle of AIDA(attention, interest, desire, and action), and make use of behavioral concepts for effectiveness. There is both a positive and negative impact of advertisements. Some advertisements add to our knowledge. We may even feel inspired to work more and earn more on watching such ads. However, we can also come across consumers among ourselves who experience some negative effects of advertising. They may often be found dissatisfied, irritated and anxious, confused, experiencing restriction on freedom of choice, or undergoing stress. However, it can be added that some such effects are more likely to occur when we start believing blindly every advertisement that is projected upon us. They are more likely to happen when we

consistently fail to use wisdom, ours, or others.

15. Discuss in brief the ‘Role of Trade and Industry’.

A.   Trade and industry whether producing and selling goods or providing services cannot function in isolation. They have to realize that their survival depends on consumer satisfaction. They have, therefore, to evolve a code of conduct and business ethics through discussions with consumer groups and organizations. They have to ensure that the quality of their products is according to prescribed standards and that they are safe and priced reasonably. They have to voluntarily ensure that they do not adopt any unfair or restrictive trade practices to exploit the consumers.

         They have also to ensure that the quality of their products conforms to the standards of weights and measures and that their packaged commodities, conform to the prescribed rules and regulations containing all relevant information about the product. They have to voluntarily evolve and adhere to certain ethical standards and codes of conduct in advertising their goods and services to avoid misrepresentation and misleading of consumers.

         They have to ensure that their products and services carry appropriate guarantees and warranties and that these are scrupulously honored whenever defects and deficiencies are pointed out by the consumer. They have also to ensure courteous behavior towards customers and provide proper and effective after-sales service where required.