Socio-economic and demographic determinants of consumer problem perception

Abstract

Studies on consumer satisfaction, dissatisfaction, and complaining behaviour provide no consistent picture of the socio-economic and demographic characteristics of the consumers involved. This study indicates that consumers with different socio-economic characteristics perceive and experience different numbers and types of consumer problems. Younger people experience more problems with commercial information. Persons of lower income and ‘full nest” families report more problems with usage costs and product quality. Problems with after-sales service are more often experienced by male and upper class consumers. Differences in problem perception may affect subsequent satisfaction, dissatisfaction, and complaining behaviour.