ReklaMo: A Study on the Demographic Characteristics and Complaint Behavior of Filipino Consumers
Title: ReklaMo: A Study on the Demographic Characteristics and Complaint Behavior of Filipino Consumers
Abstract: This thesis seeks to understand the complaining behavior of Filipino adults (aged 18 and older) residing in Metro Manila; specifically, the profile of these consumers and how this affects certain aspects of their complaint behavior. The study focused on the relationship of certain demographic characteristics (i.e., age, gender, highest educational attainment, and socioeconomic class) with the main factors to complaining decision, attitude toward the act of complaining, and media choice. Age, gender, and educational attainment were associated with significance of services. Gender was significantly associated with knowledge of and experience with the services. Age, educational attainment, and socioeconomic class were significantly associated with perceived costs of complaining. There were no demographic characteristics significantly associated with subjective probability of success. Age and educational attainment were significantly associated with attitude toward complaining. Consumers‘ top three media choices were: (1) going to the office; (2) talking to the manager; and (3) making a telephone call. Educational attainment and socioeconomic class were significantly associated with media choice.
Keywords: complaint behavior, demographic characteristics, filipino consumers, reklamo, basic utilities, media choice, attitude