Asian Journal of Management

T. Devasenathipathi ¹, P. T. Saleendran ²

Affiliations
1 Department of Management Studies, PPG Institute of Technology, Coimbatore, IN
2 Department of Management Studies, D.J. Academy Managerial Excellence, Othakalmandapam, Coimbatore, IN

Abstract

Unclarity confusion is the state of mindset of a consumer due to influence of purchase related internal and external factors. Even though purchase related confusion has been discussed much in western cultures, till now no much attention paid in countries like India. This research article brings attention of purchase related confusion perceived by the consumers in Indian Laptop market especially the student segment in Coimbatore city. The study has found that unclarity confusion exists in Indian laptop market and depends on the consumers' efforts to reduce the ambiguity confusion, level of satisfaction vary. Results reveal that confused consumer expressed positive opinion about their purchase and product performance. Based on the findings and research limitation, future research recommended to probing more on purchase related confusion in different socio-demographic context.

Keywords

Unclarity Confusion, Purchase, Laptop, Satisfaction.

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T. Devasenathipathi ¹, P. T. Saleendran ²

Affiliations
1 Department of Management Studies, PPG Institute of Technology, Coimbatore, IN
2 Department of Management Studies, D.J. Academy Managerial Excellence, Othakkalmandapam, Coimbatore, IN

Abstract

Consumer confusion is state of mindset of a consumer due to influence of ever experiencing of purchase related internal and external factors. Even though consumer confusion has been discussed much in western cultures, Still now no much attention paid in countries like India. This research articles brings attention of purchase related confusion perceived by the consumers in Indian Laptop market. The post –purchase recall survey was conducted among 259 males and female students in and around Coimbatore. The study found four types consumer confusion and various reductions strategies can exist in Indian laptop market. ANOVA test result reveals that both gender perceived same level of various confusion during the time of purchase.

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