ANALYSIS OF CONSUMERS’ SATISFACTION OR DISSATISFACTION ON OFFICE WEARS AVAILABLE IN THE MARKETS AMONG CIVIL SERVANTS IN AKURE

Adebayo Omolabake Wosilat, Ogunmosin Abiodun

Abstract


This study analyzed consumers’ satisfaction or dissatisfaction on clothing items available in Akure South Local Government Area of Ondo State. In carrying out this research, four (4) research questions were formulated, while one (1) research hypotheses were raised. The population of the study consisted of Youths in Akure South Local Government Area of Ondo State. The research design adopted for the study was descriptive survey research design while Multi stage sampling techniques was used to choose the sample for this study, in stage A, Akure South Local Government Area was purposively chosen from the two local government Areas in Akure City. In Stage B: Twelve Communities Areas were randomly chosen from Akure South Local Government Area, in Stage C: Fourteen (14) Youths were chosen from each of the communities areas, thus making a total of one hundred and sixty-eight (168) respondents. The research instrument used for this study was a structured questionnaire in form of four Likert scale. The data collected were later subjected to statistical analysis using frequency count, mean, standard deviation and T-test inferential statistics. From the results analyzed, the findings revealed that consumers are not satisfied with the clothing items available in some market in Akure City. The findings also revealed that the factors influence the use of available clothing items in some market in Akure City such as: Price of Commodity, Quality of the product, Customer Service or Care, Style of Clothing items, Fashion in vogue among others. The finding further revealed that the challenges faced by consumers in purchasing clothing items in the market include: lack of money, unavailability of desired clothing items; the cloth sellers’ stores are not easily accessible; available clothing items in the market are not in vogue and that religious discouragement of use of certain clothing items. The hypothesis revealed that there is significance relationship between products quality and consumers’ satisfaction or dissatisfaction on clothing items. It was therefore recommended that Traders should purchase the clothing items that are in vogue. Similarly, Traders should provide clothing items that encourage religious believes; Traders should also display clothing items in conspicuous places.


Keywords


Analysis, Consumers, satisfaction, dissatisfaction, office wear, market, fashion in vogue, clothing items.

Full Text:

PDF

References


Amole, I. (2019).‘Consumer reaction to service failure and recovery: The moderating role of attitude toward complaining’, Journal of Service Marketing, 23(7): 462–475.

Doyle, M. (2015).An investigation into the determinants of customer satisfaction’, Journal of Marketing Research, X1X: 491–504.

Hansemark, P. and Albinsson, S. (2014). ‘Are antecedents of consumer dissatisfaction and consumer attributions for product failures universal?’ Advances in Consumer Research, 29: 312–317.

Jones, T. O., Earl, W. and Sasser, J. R. (2015) “Why satisfied customer defects”, Harvard Business Review 10: 88-99.

Kotler, I. (2012). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research 60 (12): pp. 1253-1260.

Oliver, T. (2014). The behavioral consequences of service quality.Journal of Marketing, 60, 31–46.

Parusaraman, A., Zeithamal V. and Berry L. (2015) “A conceptual model of service quality and its implication on future research”, Journal of Marketing, 48 (Fall): 41-50.

Schnaars, L. (2018). ‘Product/consumption-based affective responses and post-purchase processes’, Journal of Marketing Research, XXIV: 258–270.

Swinker, M. and Hines, B. (2017).‘Negative emotions and their effect on customer complaint behaviour’, Journal of Service Management, 22(1): 111–134.

Zairi, M. (2010). ‘Total quality management practices and business outcome: Evidence from small and medium enterprises in Western Australia’, Total Quality Management, 12(2): 201–210.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Adebayo Omolabake Wosilat, Ogunmosin Abiodun

 

 

 

 ISSN (PRINT):    2734 - 2522

 ISSN (ONLINE):  2734 - 2514

 

 

 

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.