Abstract:
PURPOSE: The objective of this research is to understand the consumer confusion proneness in
high involvement product. In this study 3 dimension of confusion are used: similarity, overload
and unclarity confusion. The objective is to check which confusion dimension has greater impact
on loyalty and decision making. Objective is to examine does consumer postponed their decision
to purchase when deal with confusion at time of purchasing.
METHADOLOGY: In this study survey method was adopted to collect the data. Web based
questionnaire was used to collect the data from the people easily available on the social sites.
Sample size of this study was 300 and sampling technique chosen was convenience sampling. To
analyze the results frequencies, regression, anova and correlation was studied.
FINDINGS: In this study high involvement product category was chosen to understand the
confusion affect and how consumer deals with confusion. Result shows that due to similarity,
overload and unclarity confusion between the brands, consumer delays their purchasing; involve
others in their purchasing which in result decrease their brand loyally. Similar information about
the products irritates consumers at the time of purchasing, that they decide to delay their
purchase and involve others as well in their decision making. Same as overload and unclarity of
information dissatisfies consumer about their decision of purchasing the brand, in result
consumer switch the brand. Because of Same information inclined buyers may not know which
item to trust and be faithful to.
PRACTICAL IMPLICATION: the outcome of this research is to point out the dimensions of
confusion due to which consumer postponed their decisions and their loyalty towards the brand
diminishes.
