Consumer satisfaction with over-the-counter products in pharmacy and non-pharmacy students

Much of the work in the area of consumer satisfaction/dissatisfaction has revolved around dissatisfaction and complaining behavior (Anderson, Gunter, Altimus and Pittman, 1973). This is indeed an interesting phenomenon when one notes that a relatively small percentage (generally less than one-third) of consumers formally complain when dissatisfied (Trawick and Swan, 1979). Many of the numerous products and services on today's market prove to be unsatisfactory to consumers (Moore, Shuptrine and Thomas, 1979). Interest in this particular field of complaint behavior has resulted in a number of studies focusing on differences between complainers and noncomplainers, effects of purchase expectations being confirmed or denied, and descriptions of consumer problem areas (Bearden, Teel and Crockett, 1980).