Consumer confusion

Consumer Confusion

the state of mind of the consumers during purchasing products that leads them to having a lack of confidence towards their purchasing decision. This can even lead to incorrect purchasing decisions. This is a result of having too many of the same products in the market. Some sellers become creative with their packaging so it stands out. Meanwhile, some try to attract the consumers with different kinds of promotions, which confuses the customers.

Examples of consumer confusion

Product variety: Too many options can make it hard to choose, such as when supermarkets carry thousands of wine varieties
Pricing: Complex pricing systems, price promotions, and sales can be confusing
Product complexity: Technically complex products like phones and game consoles can be anxiety-inducing
Similar packaging: Lookalike packaging can lead consumers to mistake one product for another
Inconsistent information: Conflicting health scores from different nutrition apps can be confusing
Unclear product information: Unclear product information can lead to confusion
Brand extensions: Brand extensions that don't clearly differentiate themselves from the core brand can be confusing

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