ABSTRACT

 Consumers are regarded as kings who have the power to determine the success or otherwise of product.. The major problem is whether the consumers are still exercising this power. The purpose of this study is to review the activities of consumers to see whether they have abused their sovereignty to expose the problems associated with the abuse of consumers' sovereignty, as well as suggesting other ways of stopping he abuse. In realizing the purpose of the study, 200 consumers were studied using questionnaires. Their responses were also analyzed using statistical tools like simple table, percentages and statistical table (distribution (X2 ). Based on the data collected and analyzed, the following finding among others was made. Consumers are unaware of their sovereignty, some products are really harmful for human consumption, consumers are being lured into baying harmful products through strong advertisement. Sequel to the findings, the following recommendations among others were made: 1. Consumers should be educated about the after effects of harmful products. 2. Marketers should use more of personal selling in promoting their products since most consumers that use the harmful products first lean of them through their friends. 3. Government should enact laws that aim at protecting the sovereignty of consumers.