Pearl Industry

1. INTRODUCTION

Consumer satisfaction is defined as a satisfaction that consumers display while searching for purchase, using, evaluation and disposal of products, services and ideas that they to satisfy their needs. The study of consumer satisfaction is concerned not only with what consumers buy, but also with what, when, from where and how often they buy it. It is concerned with learning the specific meanings that products hold for consumers. Consumer research takes place at every phase of the consumption process; before the purchase, during the purchase and after purchases.

The study of consumer satisfaction is the study of how individuals make decision to spend their available resources on consumption related items.

CUSTOMER SATISFACTION

Society is diversified in all aspects. We see this among consumers, marketers, producers and even among consumer satisfaction from theoretical aspects.

The study of consumer satisfaction enables marketers to predict consumer satisfaction in the market; it also produces understanding of the role that consumption has in the lives of individuals.

Consumer satisfaction attempts to understand the buyer’s decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and satisfaction variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background, our age and family cycle, our attitudes, beliefs, values motivation, personality, social class and many other factors that are both internal and external to us.

Consumer satisfaction is interdisciplinary; i.e. it is based on concepts and theories about people that have been developed by scientist in such diverse...