The purpose of this paper is to assess the reliability and validity Consumer Confusion Scale in Indian context and study the impact of various dimensions of consumer confusion on brand loyalty and decision postponement. Researcher used the three components conceptual model of confusion is developed, operationalized and validated using a sample of 250 consumers. Data has been collected through structured questionnaire. Using structural equation modelling, the results support the three dimensions

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... of similarity, overload and ambiguity which have a significant impact on decision postponement and loyalty behaviour. This research will helpful in designing all marketing strategy related to Price, Product, Place and particularly Promotion.