Two interesting things happened this week that suggests a shift in consumer behaviour in Jamaica.
The controversial electricity lockoff
The decision by the JPS to ration electricity in some communities with a high rate of electricity theft has predictably attracted a lot of outcry. On the one hand, any decision to penalize paying customers goes against all the company’s efforts and claims of good customer service. Customers who pay for a service have the right to get it, and the JPS violates its own customer charter by deliberately refusing to provide them that service.
However, while this draconian measure has been discontinued, serious decisions and perhaps unpopular measures will have to made to curtail the massive losses caused by electricity theft. There is no simple resolution to this issue. History has taught us not to place our hopes into the proposed EWI project until it actually begins to bear fruit (look up Jamaica LNG project). Therefore, a significant reduction in electricity theft holds more promise for lower light bills for all Jamaicans.
St. Mary’s banana rollback
We don’t often realize just how much power we have as consumers. But what happened with Jamaica Producers last week is a testament that when the customer speaks with money, someone has to listen. Three weeks after JP increased the cost of a five-banana bag by 20% to $120, they have announced an immediate rollback due to a whopping 50% decrease in sales.
There is little doubt that the company saw the increase as necessary, given the rate of inflation in the last year. But the gross imbalance between the rate of inflation and wage increases has also forced consumers to make tough decisions. An increase in the cost of goods does not mean that the consumer will automatically adjust their budget for this increase, no matter how much they may want a product or service. Sadly, this is a decision many of us have to make each day, to forego nutritious foods like bananas for items that fit into our measly budget.
Jamaicans may finally be waking up to the reality that as consumers wielding the spending power, we can make a difference. The power has always been ours – to choose where to shop, what to buy, and what level of service we are willing to accept. Could it be that we have finally decided to claim this power?