Consumer confusion in the Thai mobile phone market

• Consumer confusion is likely to be an ever increasing problem as customers live in an environment where they are bombarded with information and where rapid technological developments are taking place. Although consumer confusion has been investigated in individualistic cultures such as the United Kingdom, it has received little attention in collectivist cultures such as Thailand. This research examines confusion in the Thai mobile phone industry. More specifically, it aims to determine what aspects of the mobile phone industry are confusing and what sources of information are used to reduce or eliminate it. Thai consumers experience confusion and find a number of aspects of the mobile phone industry to be problematic especially handsets, services and tariffs. In terms of reducing confusion, family and friends are the most popular source of information being both credible and reliable. It is put forward that the problems associated with handsets, services and tariffs are due to differing degrees of technological complexity and overchoice both of which are sub‐components of confusion. Copyright © 2006 John Wiley & Sons, Ltd.