Product Satisfaction Explained by Satisfaction and Complaints Regarding Product Characteristics

Abstract

The study related consumer satisfaction/dissatisfaction with product characteristics to overall product satisfaction, based on Lancaster's theory of consumer demand (1966a; 1966b; 1971). The household durable good studied was mattresses, a higher priced, utilitarian product which is a necessity and which receives substantial daily use. Findings may provide feedback on market performance and identify problem areas in selecting a product which best fits consumer needs. Sales invoices of cooperating retailers in the Salt Lake City metropolitan area provided the study sample. There were 405 respondents to a mailed questionnaire. Multiple regression equations were used to analyze the data. Overall product satisfaction was high, but 27% of the sample had some complaint about the product purchased. Satisfaction with comfort was the primary explainer of satisfaction with the product as a whole. Implications are drawn for consumer selection procedures, manufacturer/seller information for consumers, and other actions by manufacturers, sellers, and consumers.