1887

n South African Journal of Business Management - Consumer dissatisfaction - does the consumer seek redress?

Volume 15 Number 3
  • ISSN : 2078-5585

Abstract

Consumer dissatisfaction and redress needs have been the subject of a number of research studies in the USA. The same cannot be said for South Africa. This article reports the findings of research into the South African consumer's dissatisfaction with beauty and health-care products and her actions in seeking redress. Utilizing a successful technique developed by Diener and Greyser, extent of product use, product problems, degree of dissatisfaction, and action in seeking redress are examined. The article concludes that general dissatisfaction with the products concerned is low, but that the problems are of little importance to the consumer. She is also lax in seeking redress, and expects a more positive reaction from the manufacturer than the retailer, although the sample were not inclined to seek redress from the manufacturer. It is apparent that the consumer seeks redress in the easiest alternative - brand switching, and also by means of word-of-mouth. The implications for brand management and product policy are obvious.

Verbruiker ontevredenheid en die behoefte aan herstel van onreg is die onderwerp van 'n aantal navorsingstudies in die VSA. Dit is egter nie die geval in Suid-Afrika nie. Hierdie artikel doen verslag oor die resultate van 'n navorsingsondersoek na die Suid-Afrikaanse verbruiker se ontevredenheid met skoonheid- en gesondheidsprodukte en haar aksies in die herstel van onreg. Deur middel van 'n suksesvolle tegniek ontwikkel deur Diener en Greyser word omvang van produkverbruik, produkprobleme, graad van ontevredenheid, en aksies in die herstel van onreg ondersoek. Daar word tot die gevolgtrekking gekom dat algemene ontevredenheid met die betrokke produkte laag is, maar dat die probleme vir die verbruiker redelik onbelangrik is. Sy is ook laks in die soeke na herstel van onreg, en verwag 'n meer positiewe reaksie van die vervaardiger as die kleinhandelaar, alhoewel die steekproef nie geneig was om herstel van onreg by die vervaardiger te soek nie. Dit is duidelik dat die verbruiker herstel van onreg in die maklikste alternatief soek - handelsnaamverandering, asook mondelings. Die implikasies vir handelsnaambestuur en produkbeleid is duidelik.

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/content/journal/10520/EJC-615555faf
1984-09-01
2020-11-29

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