Consumer education: advantages and challenges

The article focuses on the issue of consumer education. The aim of this article is to present an advantages and challenges of consumer education. After the analysis there were identified the following advantages of consumer education for consumers: earlier formation of consumption skills; good knowledge about the market; effective management of personal finances; circumspect decisions; knowledge and protection of consumer rights; active and sophisticated consumer; consumer-citizen. Of course consumers changes becomes as challenge for organizations: creating consumers’ loyalty; relationship marketing; new ways of motivation and influence for consumer; the value for consumer creation; creativity in marketing; getting the competitive advantage; green marketing. If the competent consumer will be an acceptable client, it will rely on companyEkonomikos ir vadybos fakultetasVytauto Didžiojo universiteta