Table 4.4 The Respondents’ Perception of Unclarity, Similarity and Overchoice Confusion b
Table 4.1 Response Rate Result Total questionnaires distributed
222 questionnaires
Total of returned questionnaires
222 questionnaires
Total of questionnaires being used 200 questionnaires
Response Rate = 200222 x 100 = 90.09
4.2 Respondents’ Perceptions Toward Confusion
For the first part of the main survey, respondents were asked to state their perception toward three types of confusion unclarity, similarity and overchoice confusion. There were
seven questions for unclarity confusion, three questions for similarity confusion and only one question for over choice confusion.
For unclarity confusion, the average mean ratings for each product categories were 2.94 for liquid soap, 2.98 for toothpaste and 2.98 for shampoo. Meanwhile, the p-values indicated
that these means were not significantly different from the cut–off rate of 3.00. If the p-value was 0.05 it means that there were no significant differences between the mean and the cut-
off rate 3.00. If the p-value is ≤0.05 it means that there were significant differences between
the mean and the cut-off rate 3.00. The values for each product category in unclarity confusion were 0.117 for liquid soap, 0.267 for toothpaste and 0.223 for shampoo, means that
statistically there were no significant differences between the mean and cut-off rate 3.00.
It is apparent from the results that similarity confusion is a significant problem for consumers in Yogyakarta as indicated by the average mean rating for liquid soap 2.53,
toothpaste 2.60 and shampoo 2.66. Meanwhile, a one-sample t-test was run to determine whether these means was different from cut-off rate of 3.00. The p-values for each product
category in similarity confusion were 0.246 for liquid soap, 0.243 for toothpaste and 0.307 for shampoo. It means that statistically there were no significant differences between these
means and the cut-off rate 3.00.The high level of similarity confusion happened because consumers perceived that there are no significant advantage difference amongst the
manufacturers and especially for liquid soap product category, consumers thought that it was not a big problem which brands of liquid soap they chose since there was no big difference
one to another.
Over choice confusion in toiletries product become a problem among consumers. More than half of the respondents 53.5 and 52.5 for both liquid soap and shampoo agreed that
the number of brands and advantages provided by the different manufacturers are very
Dimensions of Consumer
Confusion
Liquid Soap Toothpaste
Shampoo Mean
t-test cut off
rate = 3.00
a
Sig. Level
Mean t-test
cut off rate =
3.00
a
Sig. Level
Mean t-test
cut off rate =
3.00
a
Sig. Level
Unclarity 2.94
0.588 0.117
High 2.98
-0.045 0.267
High 2.98
-0.270 0.223
High Similarity
2.53 -10.209
0.246 High
2.60 -9.398
0.243 High
2.66 -7.966
0.307 High
Over-choice 2.62
-5.169 0.000
High 2.78
-2.917 0.004
High 2.66
-4.628 0.000
High
Notes: a.
If the mean is ≤ 3.00, the degree of confusion will be considered as high,
If the mean is 3.00, the degree of confusion will be considered as low.
confusing. For toothpaste product category, 46 of respondents agreed that there are too many products available in the market. Meanwhile, a one-sample t-test was run to determine
whether these means was different from cut-off rate of 3.00. The p-values for each product category in similarity confusion were 0.000 for liquid soap, 0.004 for toothpaste and 0.000
for shampoo. It means that statistically there were statistically significant differences between these means and the cut-off rate 3.00.
4.3 Confusions Comparison Between Gender
