Evaluating Post Purchase Consumer Complaint Behavior in the Household Appliances Market

Abstract

The research relied on quantitative analysis of the relationship across newlineindependent and dependent variables. The research relied on the measurement newlineinstrument derived from the pre validated scale items and regional aspects were newlineaddressed while selecting the respective items. The pre validated scales were newlineborrowed from existing research for application of the measurement instruments in newlineIndian context. The likert scaling methodology was used for the collection of the data. newlineThe units of analysis for this study comprises white goods owning consumers who newlinewere subjectively older than 18 years of age, who reside in the cities of Chandigarh, newlineKarnal, Ludhiana, Gurugram and undertook the purchase of a white good from the newlinecity based retailers or shops in the time period of 2011 to 2016. The respondents for newlinethe study included the ones who had purchased any consumer durable appliance newlineduring a prior five-year recall period and must have experienced dissatisfaction newlineconcerning the performance of an appliance item as such. newline