THE EFFECT OF CONSUMER CONFUSION ON BRAND LOYALTY MODERATING ROLE OF GENDER IN LAHORE

Abstract

With the ever increasing number of information, large number of brands and products imitations it is very likely that the consumer will get confused. Previous studies have implied that the confusion is caused by the increased information, choice overload, information which is vague and misleading, lack of distinguishing features and the increased expectations of the customers which are generated from the media channels. This is known to cause several outcomes like ineffective decision making or reduced satisfaction. This study also found out that the consumer confusion leads to decreased brand loyalty. It is essential to understand the underlying reason behind the Brand Loyalty of a consumer because it will create a better understanding about what makes the consumers loyal. In this study five variables were used out of which 03 are independent, 01 is dependent and 01 plays a moderating role. The independent variable is Consumer Confusion which is further categorized in three dimensions which are Similarity Confusion, Overload Confusion and Ambiguity Confusion. The Brand Loyalty is the dependent variable. It was found that male and female behave differently so to find out to what extent, the Gender was taken as the moderating variable.