Analyzing the relationship between consumer confusion and brand choice on surgical mask shopping during COVID-19 pandemic

The goal of this study is to enhance current stimuli-based consumer confusion measures so that they can account for confusion caused by personal traits and situational circumstances. In addition to the literature review, focus group interviews were done to select the items, and a pilot study for scale purification was undertaken The aim of this study is to understand the relationship between consumer confusion and bran choice on surgical mask shopping during Covid-19, in this study survey method has been implemented. As sampling methodology convenience sampling has been chosen and sample size has been calculated as 150 consumers’. A questionnaire form has been prepared and distributed to 150 participants, data collected has been analyzed by SPSS program and relationship between two research variables “consumer confusion “and “ brand choice” has been tested by correlation analysis. However, the study proposal is presented in the first chapter, followed by a literature review in the second chapter. In addition, study methodology is presented in the third chapter, followed by results and analysis, and finally, conclusion and suggestions. The COVID-19 epidemic disrupted international economy and drove governments to implement a lockdown that prohibited any physical activity. The company had to transfer its operations online, and the pandemic killed 3.86 million individuals worldwide. The epidemic expanded to over 200 countries, and global health institutions failed to respond to the infection. The study focuses on the association between customer uncertainty and brand choice while purchasing surgical masks during the COVID-19 epidemic.