( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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CONSUMER CONFUSION AND ITS PRECEDENT FACTORS: A CONCEPTUAL FRAMEWORK

    1 Author(s):  ANJALI DARYAL

Vol -  9, Issue- 1 ,         Page(s) : 484 - 497  (2018 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Consumer confusion is becoming more of a concern as today's consumer is exposed to increasing amount of decision-making relevant information in their purchase environment as products are sold through more channels and promoted in more ways. This conceptual paper examines the concept of consumer confusion including what causes it, how people respond to it, why it is important for marketers to know about it and how marketers can deal with it.

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