Reflection on Week 2: Integrating the Sejahtera Framework, Sustainable Development and Maqasid alShariah into Customer Awareness

In general there are four subtopics that are covered in this chapter, which are levels of customer awareness, consumer awareness advocacy, consumer intelligence, consumer awareness with Sejahtera Framework. Basically consumer awareness is an understanding or an act where consumer can delivers the information about the products, goods, services, and consumer rights. By having a good consumer awareness means that we have a good understanding about the goods or services that we used either its benefits or its disadvantage, so at the end we can have the right decision when we choose or apply the product.

There are 5 stages of consumer awareness, which are unaware, problem aware, solution aware, product aware, most aware. In an era when many people are vying to be rich with the various products or services they sell, it is very important for us as ordinary people who are their target market to have awareness of the products or services they offer. Having an awareness of the product or service being offered is the basic thing to deal with the next things.

For example, when we buy and like Coca-Cola, it is important for us to know what is in Coca-Cola so that it is very refreshing and makes us like it. At the problem awareness stage, we realize that in a Coca-Cola it turns out that there is quite a lot of sugar content so it is not good for us to consume too much of it. At the solution awareness stage, we understand very well that there should be a solution to this problem, but we are still looking for solutions that are very good to implement.

At the product awareness stage, we have found solutions to our consumerism problem with Coca-Cola, for example we make Coca-Cola less sugar that is safer to enjoy, reduce Coca-Cola consumption, or more extreme is stop drinking Coca-Cola. At the last stage, which is most aware, we have determined what solution we should take, for example we choose to consume less sugar Coca-Cola because we feel that Coca-Cola is very delicious to drink during the day but we still have to maintain sugar levels in our bodies. So hereby someone who already knows that Coca-Cola less sugar is the best option to choose, as a consumer then he has the right to criticize and ask the Coca-Cola company to create Coca-Cola less sugar so that it can be enjoyed but still maintain its health.

In addition, there are also 5 stages of consumer awareness and rights, which are right to safety, right to information, right to choose, right to consumer education, and right to seek redressal. In connection with the awareness of consumerism, a company must also accommodate consumer rights. As an example of the right to safety, the Coca-Cola Company must ensure that its products do not contain substances that are harmful to the body. Furthermore, at the right to choose stage, the Coca-Cola Company is not allowed to force consumers to choose Coca-Cola over its rival, Pepsi.

Furthermore, on right to consumer education, it is very important for the Coca-Cola Company to provide education about its products to consumers, such as placing the nutritional content of its products. Finally, in the right to seek redressal stage, if Coca-Cola has dropped public expectations, such as there are hazardous substances in the product's content, the consumer has the right to demand a refund, compensation, or a replacement.

Advocacy is also one of consumer awareness, to make an act of advocacy there are several prerequisite things that need to be done, which are awareness, understanding, connection, belief, engagement, loyalty, advocacy. Once we have reach the level of ready for doing advocacy, then we need plan our campaign, create awareness to the society, generate engagement, encourage our action, and lastly sustain the momentum.

In terms of consumer intelligence, there are three disciplines that we need to understand. First is consumer behavior, which consist of collectivist culture and word of mouth. Secondly is consumer savviness which consist of technology adaptation. Lastly is consumer expectation which consist of customizability and personalization.

Sejahtera Framework itself has conduct all the things that are need to be covered to create customer awareness, where it gives a lot of informations such as vision and mission, formal academic structure, non-formal student life, etc. These things are included because Sejahtera Framework is aimed to create the humanizing education.

Talking about consumer awareness, especially in terms of maintaining the health of the food and drinks we consume. Allah said, "And eat of what Allah has given you as a lawful and good provision, and fear Allah in whom you believe." (Al-Maidah: 88). This verse means that whatever we consume must be good and as for the Coca-Cola example that I gave, it is better not to consume it in excess because it will endanger our health.