Abstract:
This study provides evidence of consumers' perception of the complexity of a variety of product/service
decisions in terms of a complexity continuum and indicates how such categorisation is influenced by
specific demographic characteristics, specifically gender, age and education level that are predominant
in terms of consumer socialisation. A survey which was conducted in a major city and involved
461 respondents. The multiple section structured questionnaire were completed by willing spouses/
partners of participating households. Complexity values were calculated in terms of a specific anchoring
product, namely major household appliances. It became evident that the most expensive purchases that
households ever make, namely purchasing a home and a car, which were perceived to be the most
complex by all while grocery purchase was on the least complex divide of the continuum. Also on the
more complex divide of the continuum were service related decisions such as insurance. Particularly
noteworthy is the confirmation of significant differences in perceived complexity within product
categories that are perceived to be the most- and the least complex by all. This confirms the vulnerability
of certain segments of the consumer society and the need for concerted effort to communicate with them
in appropriate media and on a level that would enhance informed consumer decision-making. Underlying
reasons probably relate to consumers' risk perception and affordability issues that could be
explored in future research. Interestingly the findings of the gender comparison shifted the focus to
different product categories than those elicited in the age-, income and level of education comparisons.
Findings therefore confirm the relevance of demographic characteristics in media communication and
consumer facilitation as well as in research. Retailers and marketers should therefore be cognisant of the
characteristics of their target markets and be very selective and cautious when identifying
communication media.
