CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY
Consumer behaviour is an important aspect of study within the Marketing discipline. Consumer complaint behaviour started generating attention from the researchers since 1970’s. With the increase in globalization, study of consumer complaint behaviour, its antecedents and consequents has also increased. Consumers from different age categories, demographic profile, socio-economic class, income, education level, cultural background etc exhibit different type of consumer complaint behaviour. As the retail firms are expanding globally there is an increasein the amount of studies on consumer complaint behaviour in the retail industry. India, being one of the fastest developing countries with its massive population has become a promising market for Retail business expansion. As a result, study of consumer behaviour in retail and consequently consumer complaint behaviour has started drawing attention from the researchers.
Every business organization`s progress depends on the satisfaction of the customers. Whenever a business is about to start, customers always come “first” and then the profit. Those companies that are succeeding to satisfy the customers fully will remain in the top position in a market. Today’s business company has known that customer satisfaction is the key component for the success of the business and at the same time it plays a vital role to expand the market value. In general, customers are those people who buy goods and services from the market or business that meet their needs and wants. Customers purchase products to meet their expectations in terms of money. Generally it is presumed that shoppers will be influenced by such factors as distance, size of place and range of goods, always trying to gain commodities with the minimum of effort predicted. Therefore, companies should determine their pricing with the quality of the product that attracts the customer and maintains the long-term affiliation.
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ASSESSMENT OF URBAN RETAILING AND CONSUMER BEHAVIOR IN GWARINPA AREA FEDERAL CAPITAL TERITORY, ABUJA
