CONSUMER CONFUSION IN LOW INVOLVEMENT PRODUCT AN EMPIRICAL STUDY AMONG UNIVERSITY STUDENTS IN D.I. YOGYAKARTA

Alexander, Yessa Gusti (2014) CONSUMER CONFUSION IN LOW INVOLVEMENT PRODUCT AN EMPIRICAL STUDY AMONG UNIVERSITY STUDENTS IN D.I. YOGYAKARTA. CONSUMER CONFUSION IN LOW INVOLVEMENT PRODUCT AN EMPIRICAL STUDY AMONG UNIVERSITY STUDENTS IN D.I. YOGYAKARTA.

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Abstract

Purpose – This paper aims to examine what dimension of confusion that present in low involvement products in D.I. Yogyakarta. Research Design - This study replicated a previous study by Leek and Kun (2006) who investigated a research paper of “Consumer Confusion in The Chinese Personal Computer Market”. The survey forms were distributed to 222 student samples. Even though the questionnaires were administered in Bahasa Indonesia, 22 samples cannot be used. Data analysis was used SPSS version 17. Findings – This paper examines the student samples in D.I. Yogyakarta in three ranges: consumer confusion attributes each product category, consumers‟ important source of information and what factor affecting choice of information. This study find that the student samples in D.I Yogyakarta indicated even in low involvement purchase, consumers may experience confusion, consumers feel that similarity confusion is the main problem in their buying decision. This study also finds that male respondents tend to be more struggles with all aspects of consumer confusion rather than female respondents. Research Implications – This study faces some limitations such as the samples are students and did not represent all students who studies in D.I. Yogyakarta, because the samples were only from ten universities in D.I. Yogyakarta. Some suggestions were listed to support further research.

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