We have a number of measures of retail customer dissatisfaction such as damaged product, returned
product, late deliveries, short orders, order errors, and invoice errors. Our measure of customer dissatisfaction
for pets is that they prefer a competitor’s product over ours. For consumer dissatisfaction we use returns and
complaints. On a limited basis, we are also able to gather data on consumers who may have tried one of our
products and then not purchased it again. However, as previously mentioned, we do not usually have access to
this type of consumer purchase data. Retail customer