Abstract
This paper studies business sector challenges regarding consumer education by examining quadrennial customer complaint surveys conducted by The Association of Consumer Affairs Professionals. This study found that as goods and services have become more advanced in the past 10 years, their increased complexity and diversity have resulted in increased consumer complaints, despite business's attempts to improve customer relations. The paper concludes that as society and consumer attitudes have changed, the business sector, the government, and educational institutions must focus more on understanding and educating the consumer.
