Consumer Knowledge, Damage and Satisfaction of Multi-Level Marketing

Original Article

Journal of the Korean Home Economics Association 1998;36(9):75-91.

다단계판매에 대한 소비자지식 , 소비자피해 , 소비자만족도

김민정

계명대학교 가정대학 가정관리학과

Consumer Knowledge, Damage and Satisfaction of Multi-Level Marketing

김민정

ABSTRACT

The purpose of this study was to investigate the effect of the multi-level marketing(MLM) on consumer by examing the degree of damage and the consumers's satisfaction with MLM as well as the overall realities of MLM including the degree of the recognition and the distribution route of the commodities. We analyzed 256 cases which had experienced with MLM among 430 questionnaires collected. The resulted are as follows. 1) Consumers showed a lack of knowledge about MLM regardless of experiencing it. And they were recognized positively with the quality and the availability of the commodities. Expendables such as kitchen utensils and cosmetics were the most favored articles. 2) Transactions with no written contract were the most frequent damage to the consumers, followed by no price-tag and the marketer's refusal of exchange or refund. 3) When we compared the degree of consumer's satisfaction with MLM to the ordinary distribution in terms of the price, quality of goods and the service offered, the consumers were satisfied with the quality of the commodities, though their whole impressin of MLM was not so much favorable.