| Abstract: | The purpose of this study is to gain a better understanding of consumer complaint behaviour in the children's wear market. Based upon an economic framework of complaint behaviour, the relationship between selected consumer and product characteristics and complaint behaviour for children's wear was examined by estimating separate logistic regression equations for private and public complaint actions. Variables found to be associated with complaint actions included the price of the item, income, level of dissatisfaction, garment type, family size and age of the youngest child. The results have specific implications for apparel marketers and provide an application of the complaint model to a product category that has not been investigated previously. |
