By Wang Ying (China Daily)
Updated: 2008-03-13 08:46

The slogan "the customer is king" has almost become ubiquitous ahead of the 26th International Consumer Rights Day on March 15.

However, a recent survey in Beijing found that about 20 percent of respondents had had their rights as consumers violated in the past year.

The Beijing Social Facts & Public Opinion Survey Center asked more than 1,000 residents from 18 districts and counties in Beijing about their attitude toward consumer rights.

It found that daily necessities continued to be most vulnerable to consumer rights with regard to quality, authenticity and service. More than 52 percent of cases were related to daily necessities, followed by clothes, handsets and digital products.

However, the survey also found that 58 percent of local respondents chose to do nothing when their rights were violated.

"They are afraid of spending too much time on the issue," the survey said.

About 40 percent of respondents listed time as their biggest loss after their consumer rights were infringed, 28 percent said "psychological harm", 27 percent "money" and 4 percent lamented a loss of health.

"Consumers should raise their self-protection awareness and learn more about the features of related products beforehand," Qu jianhui, deputy secretary-general of the Beijing Consumer Association, said.

The association accepted 21,000 cases last year, 12 percent less than 2006.

The association has welcomed the efforts of 76 well-known enterprises in Beijing to try and become an "integrity service model".

The names of the companies will be announced on Friday and be scrutinized by the public from then on, Qu said.