Determinants of consumer complaints

Discusses frequency of complaints and the fact that very few unsatisfactory items are not complained about. States also that frequency of purchase does not stereotype complainers as middle-class, middle-aged women. Documents, as part of a two-year research project sponsored by the Consumer Council into the nature of consumer complaints, the research project questionnaire sent to a nationally representative sample of housewives. Responses indicate that most unsatisfactory items are not ignored by the buyer, frivolous complaints are rare, and those involved are not specific for certain areas. Concludes that valuable insights could be obtained of the differential use of the available channels for expressing dissatisfaction.