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Profiling Consumer Communication of Complaints About Clothing Performance
Author(s) -
Wall Marjorie,
Dickey Lois E.,
Wayne Talarzyk W.
Publication year - 1979
Publication title -
home economics research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 0046-7774
DOI - 10.1177/1077727x7900700605
Subject(s) - clothing , demographics , profiling (computer programming) , complaint , marketing , premise , advertising , product (mathematics) , business , psychology , linear discriminant analysis , computer science , sociology , political science , linguistics , philosophy , demography , geometry , mathematics , law , operating system , artificial intelligence
Consumer propensity to communicate complaints about clothing performance to the retailer was investigated in relation to a variety of consumer characteristics including demographics; activities, interests, and opinions (AIO's); textile product knowledge; and product experience. Data were obtained from questionnaires completed by 543 women over 18 years of age residing in the Colum bus, Ohio, area. Data were analyzed using factor analysis, stepwise multiple regression analysis, multiple discriminant analysis and correlations. Communicators and noncommunicators of complaints about clothing performance differed in their personal characteristics. Noncommunicators disliked taking complaint action, were shy and lacking self confidence, lacked knowledge of textile selection and care, and were willing to overlook defects. In addition, communicators had higher incomes than noncommunicators. Thus the research gave additional support to the premise that many consumers do not complain to the retailer when products fail to perform satisfactorily.