CITY of York Council Trading Standards is keen to make local consumers aware of the Office of Fair Trading's (OFT) campaign, It's Your Call, which encourages consumers to recognise the power they wield and to reap the benefits of competition.

The OFT's campaign reminds consumers that they do have the power to change the way things work influence what a business offers, and also make substantial savings.

The message is, whether you're buying a big appliance like a fridge, having work done on your home or doing your weekly shop make sure that businesses compete for your money by following these tips:

Be assertive - ask for what you want - don't just accept what is offered. If you want work to be completed by a certain date, then tell your supplier and get it in writing

Negotiate on the price you're offered - you can sometimes get a better price even from high street stores

Don't be embarrassed about asking for a reduction - it's money in your pocket

Shop around and do your homework before you buy - always get more than one price

Ask yourself what is the most important thing to you - is it quality, service or price? Are you prepared to pay extra for a better after-sales service, do you need a top-quality item

If you're unhappy with the service or the goods you've bought - complain. If you don't the supplier will think what they have sold you is ok and they won't know it isn't acceptable in the future

Don't be afraid to tell a supplier you have got a better offer elsewhere. Remember once you've accepted an offer from a supplier you must honour the agreement as long as they keep to their side of the deal

Ask if the supplier is prepared to add anything to get your business - such as extras or free servicing

Make sure you've taken account of additional costs like printer cartridges

Remember businesses are competing for your money.

The benefits from consumers exercising informed choice go much wider.

Markets that work well protect consumers' interests and are key to a dynamic enterprising economy.

Businesses responding best to the needs of their customers will thrive at the expense of those offering poor goods and services.

For information about this or any other consumer matters, phone Consumer Direct on 08454 04 05 06.

Updated: 09:11 Thursday, April 28, 2005