Authors : Darly Fernando Andrade, Luiz Antonio Antunes Teixeira, Jersone Tasso Moreira Silva, Milton Francisco Oliveira and Sergio Luiz Viegas Reis
Abstract: In a market that offers ever more choices and a multiplicity of sale channels, the undesirable effects with the consumers can be observed. The consumers’ confusion is one of the undesirable effects and its study is relevant for it will allow to a better development of a scenario’s format including the offers of products and services shown by the suppliers having the intention of maximizing sales. This study will allow a better comprehension of the strategies that are used by the consumers in a confusion situation. This study explores the decision process and evaluates the consumer’s confusion phenomenon produced by ambiguity, excess and/or similarity of the information that is presented to him. A survey was conducted via internet with 458 respondents. The study indicated that the level of confusion has as its antecedent the individual’s maximization degree and his level of involvement with the product. The demographic profile acts a moderator of the relationship between the involvement and the consumer’s confusion. As consequence there is a purchasing intention, the search for more information, the decrease of the number of alternatives, the search for help from a third party and the decision’s postponement.
Darly Fernando Andrade, Luiz Antonio Antunes Teixeira, Jersone Tasso Moreira Silva, Milton Francisco Oliveira and Sergio Luiz Viegas Reis, 2016. The Consumer’s Confusion in the Products’ Choice Process. International Business Management, 10: 4391-4402.