Consumer confusion represents the excessive demand or disorientation of consumers when making a purchase decision, caused by information or stimuli overload.
Increased competition means that more suppliers sell more products through more channels and customer touchpoints. If sales activities are not oriented towards customer needs, the lack of orientation signals bears the risk of consumer confusion. The accompanying excessive demand and disorientation drastically change the buying behavior of consumers, potentially leading to a purchase refusal.
Sales activities should therefore always be analyzed and aligned regarding their core functions from the customer perspective. New sales channels and customer touchpoints must generate an added value for customers and be integrated into the existing sales logic.