Consumer confusion in the Chinese personal computer market
| Published date | 01 April 2006 |
| DOI | https://doi.org/10.1108/10610420610668621 |
| Pages | 184-193 |
| Date | 01 April 2006 |
| Author | Sheena Leek,Dai Kun |
| Subject Matter | Marketing |
Consumer confusion in the Chinese personal
computer market
Sheena Leek
Birmingham Business School, Birmingham University, Birmingham, UK, and
Dai Kun
China Smart Media Co. Ltd, Shenzhen, China
Abstract
Purpose – The paper seeks to identify the sources of confusion in the Chinese personal computer market and the confusion reduction strategies used.
Design/methodology/approach – A self-completion questionnaire with a sample of 140 respondents was used.
Findings – Technological complexity is the major source of confusion. Word of mouth is the most common source of information used to reduce
confusion due to its credibility and reliability.
Practical implications – Technical confusion leads to similarity confusion and overchoice confusion. Manufacturers and retailers need to address
technical confusion to reduce the overall level of confusion in the PC market.
Originality/value – The paper examines confusion in an Eastern culture, whereas previously it has been predominantly investigated in Western
cultures.
Keywords Consumer behaviour, Consumer research, Computers, China
Paper type Research paper
Introduction
Consumer confusion is likely to become increasingly
problematic for a variety of reasons: consumers are
subjected to greater amounts of information, the number of
products available is proliferating rapidly, product imitation
strategies are increasing and technology is becoming ever
more sophisticated. These factors, when combined, can make
purchasing products, particularly technical products, very
confusing.
Much of the research into consumer confusion has been
carried out in Western cultures such as the United Kingdom
(e.g. Balabanis and Craven, 1997; Mitchell and Bates, 1998;
Turnbull et al., 2000), The Netherlands (e.g. Poiesz and
Verhallen, 1989), France (e.g. Kapferer, 1995a, b) and the
USA (e.g. Loken et al., 1986; Sproles and Kendall, 1986;
Foxman et al., 1990). However, Leek and Chansawatkit
(2006) carried out research on confusion in the mobile phone
market in Thailand and found that the same aspects of the
industry (i.e. handsets, services and tariffs) caused confusion
as in the UK. In terms of confusion reduction, it was found
that Thai consumers rely on friends and family to a greater
extent to reduce confusion, which would be expected in a
collectivist culture. Further research on confusion in
collectivist, Eastern cultures is necessary to provide further
understanding and validate the existing findings (Triandis,
1982; Hui and Triandis, 1985; Lee and Green, 1991).
China is a logical choice of country for investigating
consumer confusion. Its economy has grown steadily over
recent years, with GDP growth in the region of 8-9 per cent
(World Bank, 2005). Its technological capabilities have
contributed significantly to this growth, with Chinese
consumers seeking to purchase the advanced technological
products they are producing not only in Beijing and Shanghai
but throughout the entire nation. For example, from 1999 to
2004 DVD ownership doubled from 26 per cent to 52 per
cent, mobile phone ownership increased nearly five times
from 10 per cent to 48 per cent, and personal computer
ownership tripled from 4 per cent to 13 per cent (McEwen,
2005a).
The aim of this research is to determine what aspects of
confusion are most pertinent to Chinese consumers and what
strategies they employ to reduce confusion when purchasing a
personal computer. As a number of computer companies
operate internationally, this information will enable them to
adjust their marketing strategy to overcome the specific
problems encountered by Chinese consumers.
The definition and causes of consumer confusion
It is becoming more accepted that consumer confusion is
derived from three main sources:
1 overchoice of products;
2 similarity of products; and/or
3 ambiguous, misleading or inadequate information
conveyed through marketing communications (i.e.
unclarity confusion).
Similarity confusion
Similarity confusion is defined as the potential alteration of a
consumer’s choice or an incorrect brand evaluation caused by
the perceived similarity of products or services (Mitchell et al.,
2004). The similarity of the products in terms of the colour
and style of the packaging, lettering or name may mislead
consumers into buying an imitator brand rather than the
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
15/3 (2006) 184–193
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610420610668621]
184
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