An empirical study of the magnitude and sources of consumer confusion about the company of origin of consumer packaged goods

The present study was an exploratory investigation of the consumer confusion about the company of origin of consumer packaged goods. It examined the magnitude and potential sources of consumer confusion about the company of origin in selected consumer packaged goods and identified the extent of normal consumer confusion. The research was conducted in Guelph and Cambridge, Canada. The product categories were shampoo/conditioner and multivitamin products. Two studies were conducted. Study One measured consumer confusion about the company of origin of products and consumer individual characteristics, which may be the potential sources of such confusion. Study Two measured similarity in appearance/names between selected product alternatives in each category. Results from both studies were combined in the final stage to explore relationships between the potential sources and consumer confusion about the company of origin of products and to gauge the extent of normal consumer confusion. Both studies used mall intercept techniques and standardized survey instruments. The study results revealed very low confusion rates and weak relationships between the proposed sources and consumer confusion about the company of origin of products. Theoretical and methodological implications of the results were discussed as well.