Review paper
Scale Development for Consumer Confusion
Abstract
Given the increasing importance of Consumer Confusion as part of the everyday grocery shopping process, this study identifies a comprehensive inventory of triggers that support this phenomenon. The scale development is based on a two-step procedure. A qualitative study conducted by means of four focus groups revealed 26 potential items for confusion. The subsequent quantitative study - combined with environment shopping tests - exposed a...
Paper Details
Title
Scale Development for Consumer Confusion
Published Date
Jan 1, 2006
Journal
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