8 summary the purpose of this chapter is to attain a

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Unformatted text preview: munications and changing consumption patterns (such as switching brands). The results can be misleading due to the fact that many people that are unhappy with their purchase don’t actually complain. It is believed that only a third of unhappy buyers make the effort of complaining, let alone try to exchange their purchase. Dissatisfaction, on the other hand, is seen as a poor indicator of complaint behaviour [Mulkern, 2001:126; Blakeley, 2000:122; Lewis, 2000:11; and Jones & Sasser, 1995:94]. According to Smith [1993:55], dissatisfied customers will tell up to eleven other people about their bad experience, which is two to three times more people than a satisfied customer will talk to. Unsatisfactory experiences can encourage customers to patronise other stores and brands. Determinants of complaint behaviour have also been linked to internal and external influences previously discussed [Burgess, 1998:65 and Levy & Weitz, 1998:137]. Ultimately, the retailer can and should try to create a positive influence on consumers. Current and future attempts are addressed in the next chapter. 2.8 Summary The purpose of this chapter is to attain a better understanding of the way in which consumers behave in the market place. Three of the most popular frameworks are made use of in order to adapt a model suitable for the Millennial Generation. This adapted model is the foundation to the discussion on consumer behaviour. The central part is considered to be that of a consumer’s lifestyle – a person’s approach to life with regards to various opinions, interests and activities. Consumers are susceptible to internal influences. Perceptions, memory and learning play a role in how consumers perceive and remember information. This process begins at a young age and is essential for a child to be successfully soed. As a child develops, 101 he / she starts to orientate themselves consistently towards concepts and objects. This is referred to as attitudes. Furthermore, through the use of Maslow’s hierarchy of needs, certain issues, such as social and physiological needs, are found to motivate consumers to respond in any way necessary in order to satisfy needs and wants. In addition, strong, instinctive or mental feelings that affect behaviour (referred to as emotions) will vary among consumers and the situations that they might find themselves in. External influences are capable of influencing consumer behaviour in many ways. Culture describes a person with regards to their beliefs, habits, customs, morals, knowledge and law. As a person acquires a culture, he / she realises that there are certain boundaries to act within but is not always aware of the greater picture of its influence. The boundaries that are introduced may range from issues dealing with space, time, symbols, and colours to values that orientate one personally, environmentally and socially – often resulting in the formation of subcultures. Due to different social backgrounds and hierarchal classes, consumers are often proactive in eithe...
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