Pre-purchase information search and consumer satisfaction

Abstract

This survey examines the factors which determine consumer satisfaction with major household appliances. Hypotheses relating to pre-purchase information search, and product satisfaction as well as previous satisfactory store experience and subsequent repurchase behaviour are proposed and empirically tested, using data obtained from 55 consumers who patronized a large Eastern Cape hypermarket. Results indicate that product satisfaction is related more to market place variables than actual search behaviour. Repeat shopping intentions are associated with previous shopping experiences at the particular store, while the latter also contribute to product satisfaction. Marketing implications and future research directions are briefly discussed.

Opsomming
Hierdie studie ondersoek verbruikerstevredenheid met groter huishoudelike toebehore en die aanleidende oorsake daarvan. Hipoteses wat die verband tussen voorafinligtinginwinningsaktiwiteit en produktevredenheid ondersoek, asook vorige bevredigende winkelondervindings en gevolglike heraankoopgedrag, is empirics getoets met 'n steekproef van 55 verbruikers in 'n groot hipermark in die Oos-Kaap. Die resultate suggureer dat produktevredenheid meer verband hou met markplek-verwante veranderlikes as met inligtingsinwinninggedrag. Herhaalde koopvoornemens is geassosieer met vorige bevredigende koopervarmgs by die betrokke winkel terwyl laasgenoemde ook bydra tot produktevredenheid. Bemarkingsimplikasies en toekomstige navorsingsriglyne word ook kortliks bespreek.