So what is the choice before the consumer in the absence of a true buyers guide? Consumers gradually are learning to differentiate between biased information and true feedback. They cannot be just fooled anymore and already many consumers are turning their back to these sponsored guides. Consumers are increasing relying on fellow consumers for information about products and services. Gone are the times when a company can form a consumer opinion by clever advertising and influence buyers to select their products. The consumers in the 21st century have a very powerful tool within their reach and that is internet. There are already hundreds of blogs which anyone can access and these online journals tell us the real consumer experience about products and services. They also narrate the harrowing experience that some consumers had to face due to unscrupulous companies and or inferior products. The information is voluntary and not paid for and so people perceive them as authentic as compared to the adverts. There are positive feedbacks too which are actually recommendations and consumers are taking cues and choosing smartly. But the battle against biased information that seek to influence and misguide consumers can only be won if there is a larger participation. It is time for consumer action that makes sure consumers reclaim their rights and their voices are heard.
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