Consumer Complaint Attitude towards Durables: A Study Among Consumers in Uttrakhand

The objective was to examine whether consumers’ complaint behavior varies according to their demographics and attitudes. A sample of 300 consumers were interviewed in Dehradun District of Uttrakhand. Structured questionnaires was used to interview the respondents. Results showed that consumers’ complaint behavior varies according to their age, gender, education level, and occupation. Specifically, males, married, higher educated (degree or higher), and economically sound consumers are more likely to be complainers. Complaint behavior did not differ by age, and income level. Consumers’ complaint behavior was also found to vary according to their attitudes towards businesses.