Abstract

The increasing number of complaints received by NCCC in 2007 which about 33% compared to 2006 may reflect greater consumer awareness of their rights and would also indicate a worse performance bt the suppliers of goods and services. Complaints resulted from unsatisfied consumer in either pre- or post consumption, those resulted from unpleasant experiences compared to consumer expectation. The main objective of the study is to analyze unpleasant experiences and complaint behavior among consumer, The findings indicated that  female,  those who are live in rural and those who has higher assertiveness was more likely to encounter unpleasant experiences in marketplace. In conclusion, unpleasant experiences were mainly influenced by assertiveness rather than socio-demographics background or consumer knowledge. This calls for a more rigorous consumer education programs and intervention to mould the right personality and attitude among the consumers so that they become more prudent and reflective. 

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