Whether buying goods in a shop, having the car serviced, or employing a builder to put up an extension, consumer satisfaction is vital.

Over the past two decades, the rise in watchdog-style TV programmes, articles in the media and advice from a variety of agencies have raised people’s awareness as to the powers of redress available to consumers who feel let down by a product or service.

Across Yorkshire and Humberside, an increasing number of people are seeking guidance from a service set up to help tackle issues ranging from problems with cars to faulty household appliances.

At its regional base in Gomersal, Consumer Direct’s 22-strong team receive around 150,000 calls annually.

“We offer first-line consumer advice to enable people to deal with the problem themselves. We tell them whether they have a legitimate complaint, and if they do, we advise them as to how to resolve it,” says John Field, the service’s manager for Yorkshire and Humberside.

“With 80 per cent of complaints, the consumer has sufficient information to tackle the problem themselves,” he says, “Many people call having not been in touch with the trader at all. They ask what they should say. Those who have spoken to the trader generally want to know whether certain remedies are fair, or if the company has offered a repair or replacement.”

In cases which require a letter, Consumer Direct offers templates and advises on what wording to use, as well as what to bear in mind from current legislation. Through following this advice, the majority of complaints can be resolved, adds John.

Last year, the Government-funded service – which was set up six years ago – received 1.5 million calls and e-mails. In West Yorkshire, around 80,000 people complain every year, from a population of around 2.2 million. Of these, about 25,000 are from Bradford.

Many people are unaware of their rights as consumers. More than seven out of ten people wrongly believe a receipt is required to return a product to a shop, the consumer watchdog Which? revealed this month.

And more than a third of us wrongly think the item must be in its original, intact packaging to get a refund, while just four out of ten High Street retailers are not legally required to give a refund if you simply change your mind about a purchase.

John refers to three pieces of legislation that form the “cornerstone of consumer protection”: the 1974 Consumer Credit Act, the Sale of Goods Act 1979 and the Supply of Goods and Services Act, passed in 1982.

“One common misconception is that people think they can only take something back to a trader for up to 28 days,” he says.

Depending on the product, they give people the right to go back to traders for anything up to six years. Obviously with food, this does not apply, but with a three-piece suite or car, you can go back.

“People also believe that a warranty for six months or a year does not extend beyond, but in certain circumstances it can.”

Nationally, in 2009, complaints about secondhand cars bought from independent dealers topped the list of complaints for the fourth year running, with 50,790 – up eight per cent on the previous 12 months.

This week, a report based on calls to Consumer Direct found that almost a third of customers who contacted dealers with problems did not have them rectified. It also found that illegal mileage tampering is still rife.

Complaints about TVs came second last year, up nine per cent, and mobile phone service agreements third, down 29 per cent.

Ongoing problems highlighted in the media lead to consumers becoming wiser. “We used to have a lot of calls from Bradford about cash-back deals on phones, but that has abated,” says John. Among the top ten, complaints about laptops recorded the highest rise, from 12,395 in 2008 to 17,611 in 2009, up 42 per cent.

“That is reflected here,” says John.

“We are also seeing a rise in the number of complaints about internet sales,” he says. “Before Christmas, websites were set up and then closed down, but generally, if you take a few basic precautions, internet shopping is safe.”

Last year saw a reduction of around four per cent in the number of complaints, both nationally and in the Yorkshire region.

Unlike many Government-funded services, Consumer Direct is not backed by a vigorous marketing campaign. “People generally find out about us through word-of-mouth or hear about us through the media,” says John. “We give talks to any group that approaches us, and hand out merchandise at events such as Bradford Mela.”

To contact Consumer Direct, ring 08454 040506, or visit consumerdirect.gov.uk.