• Mr. MILIND H. PAREKH

Consumer electronics are kind of consumer durables which are of very high involvement products as well as risky and costly goods. Moreover, in the situation of monopolistic market, each firm tries to differentiate its offer than that of the competitors. Besides, the differentiation must be communicated with required effectiveness and as a result, all the firms shall communicate their products and prices heavily and this will ultimately lead to excessive information and a pool of brands. This excessive information and lots of brands shall create a psychological trauma in the minds of consumers known as consumer confusion. In this study, an author has tried to identify some antecedents of consumer confusion using exploratory factor analysis and an attempt was made to make grouping of consumers on the bases of various demographic profile of consumers. Descriptive cross sectional study was undertaken having the sample of 785 consumers of selected electronic / electrical appliances and the resultant outcome was achieved in the form of various factors affecting consumer confusion.

Consumer Confusion, Cognitive Dissonance, White Goods, Exploratory Factor Analysis

"DECISION DILEMMAS: EXAMINING CONSUMER CONFUSION AND COGNITIVE DISSONANCE IN WHITE GOODS PURCHASES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 5, page no.799-802, May-2017, Available :http://www.jetir.org/papers/JETIR1705136.pdf

"DECISION DILEMMAS: EXAMINING CONSUMER CONFUSION AND COGNITIVE DISSONANCE IN WHITE GOODS PURCHASES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 5, page no. pp799-802, May-2017, Available at : http://www.jetir.org/papers/JETIR1705136.pdf