THE Consumer Association of Fiji has called on consumers to take a more active role this year by asserting their rights and being vigilant on unscrupulous and dishonest trade practices.
Association secretary Paras Sukul hoped consumers would realise that it was their purchasing power and undeniable right to dictate choice that would allow them to decide where their money went.
"Consumers have the right to go to the next shop if the one they are dealing with is offering high prices or bad services," he said.
"Over the last 20 years, consumer choice in Fiji had broadened as monopolies fell or came under regulatory control.
"The consumer culture in Fiji is traditionally laidback and consumers often accept unfair trade practices and abuse of their rights as being normal when they are not.
"The association wishes to remind consumers that they have the right to dictate the quality of products and services in the market."
The association urged consumers to exercise that choice and not be complacent with just one retailer or service provider.