Satisfaction/Dissatisfaction in the Purchase Decision Process

The consumer purchase decision process has been the subject of much research since the frequently quoted Katona-Mueller inquiry of 1954.' There have been studies of the amount of consumer information seeking;2 the types of information sought;3 and the sources consulted.4 One of the reasons the studies are of interest is that their findings frequently have been assumed to be related to consumer satisfaction. For example, it is commonly thought that a positive relationship exists between (a) amount of information sought and (b) buyer satisfaction. The latter, however, seldom has been addressed directly. The research reported here was undertaken to help fill that void by finding out how satisfied or dissatisfied consumers were with their experiences in arriving at purchase decisions. The findings are timely because serious questions are being raised about consumer welfare despite the wide acceptance by business of the customer-oriented philosophy implied by the marketing concept.' Buyers have been pictured by critics as being frustrated