The Relationship of Psychographic Factors Towards Consumer Complaint Behaviour

This research investigates various psychographic factors affecting consumer complaint behaviour. The main objective is to determine the relationship of various psychographic factors such as self-confidence, conservatism, risk taking and attitude towards business against public and private complaint behaviours. The research employed the quantitative methodology to examine the relationship between all independent variables and dependent variables. The questionnaires were adopted from previous research and samples were collected from consumers at Tesco and Giant hypermarkets respectively. A total of 100 samples were selected randomly and 75 valid questionnaires were tested.
The hypotheses in this research are tested using Statistic Package for Social Science (SPSS) Version 12.0. The result showed that self-confidence has a significant relationship with both public and private complaint behaviour. In addition, the study also found that risk taking also statistically significant with private complaint behaviour. It was also noted that public complainers did not reflect conservative attitude, risk taking attitude and attitude toward business.