Observes that consumer confusion is a concern for manufacturers because it can lead to weakened brand loyalty, a deterioration of brand image and lost sales. Argues that watch manufacturers in particular suffer from consumer confusion caused by product proliferation, imitation strategies and inaccurate/inadequate information. Consumer confusion is also of concern to retailers because it can distort retail image and lead to promiscuity. Reports on an empirical study using the accompanied‐shopping method conducted with 30 watch buyers. The study revealed the importance of the retail environment, store loyalty and the salesperson for the clarification of consumer confusion. Discusses implications for marketing action for both watch manufacturer and retailer.
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