The Influence of Income and Education on Saudi Dissatisfied Consumers Behaviour

Abstract

The purpose of the study is to explore the differences and similarities in post dissatisfaction behaviours between different levels of income and education among Saudi consumers. Currently few articles are available on the postdissatisfaction behaviour in growing markets, such as Arab countries despite the fact that GCC economies like the United Arab Emirates as well as Saudi Arabia are rising rapidly as their shopping background includes Western forms of retail. The sample was drawn from Saudi individuals which encountered a dissatisfying experience within a single type of retail outlet that sells electrical goods. The established survey instrument constructs considered different consumer complaint behaviour variable. Data were analysed using descriptive statistics, t-tests, Anova, and chi square analysis. The research addressed a literature gap and revealed a specific aspect of complaint behaviour which is related to income and educational levels. The quantitative study finds no differences in consumer complaint behaviour in terms of education and income levels of participants, with a single exception in the assessment for chances of success with complaint where lower educated participant is associated with higher complaining disposition.