COMPLAINT BEHAVIOUR, PRICE PAID AND THE STORE PATRONIZED

Examines complaint alternatives, identifies the relationships between consumer complaint behaviour, the store patronized and consumer complaint behaviour relative to the price of the garment purchased. Questionnaire results from 479 respondents who purchased garments from either a mass merchant, a department store, a local discounter, or a national discounter were based on a nine‐item complaint activity measure; indicated that they were likely to engage in various complaint behaviours – both “public” and “private”. A correlation was found between store, price and the type of complaint behaviour.