• Dipesh Patel

Consumer Confusion becomes a relatively less researched subject but very essential with respect to pre & post consumption consumer behaviour is concerned. In the era of fierce competition and the scenario of monopolistic competition, all firms try to differentiate their offering than that of the competitors. In an attempt to this, all the players come up with so many brands and so many models of those brands with constant load of advertisements. As a result a consumer may not be able to make right choice before the purchase of any product. In the case where the decision is very complex and demands high involvement from the consumers; consumers gets confused. Here the role of marketer becomes crucial in reducing such confusion from the minds of customers. And many a times it so happens that such kind of confusion makes negative impact on post purchase behaviour of consumers. This paper attempts to identify determinants of confusion among consumers through various reviews.

Consumer Confusion

"Determinants of Consumer Confusion: A Review of Literature", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.2, Issue 7, page no.752-758, July-2015, Available :http://www.jetir.org/papers/JETIR1701957.pdf

"Determinants of Consumer Confusion: A Review of Literature", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.2, Issue 7, page no. pp752-758, July-2015, Available at : http://www.jetir.org/papers/JETIR1701957.pdf