Tüketicinin kafa karışıklığı ile başa çıkma stratejilerinin algılanan risk faktörleri ile açıklanması ve bir uygulama

With the development of production and mass media and the strengthening of capitalism, consumption culture is spreading day by day. So that it is possible to say that our daily life is shaped around consumption. In such an environment, many reasons such as the proliferation of products, services, brands and alternatives, the increase of the usage of internet and social media, the problems brought by technology, the decrease in the trust in the brands, the increase in information and excessive information load with the effect of mass media cause consumers to experience more confusion. In order to get rid of this confusion, it is seen that consumers resort to different methods. Based on this problem, this study aims to enable consumers to choose the products or services with which they are most confused, to investigate what kind of confusion they have about these products, the risk factors they perceive for these products, and how they deal with this situation. In the theoretical part of the study, with headings such as "The Causes of Consumer Confusion", "The Dimensions of Consumer Confusion", "Consumer Perceived Risk Factors", "Dimensions of Perceived Risk" and "Coping Strategies with Consumer Confusion & Confusion Reduction", the phenomenon of consumer confusion is addressed in all aspects. In the application part, the risk groups and levels perceived by the consumers for the products and services selected within the scope of the study were determined and the strategies to cope with this were analyzed and discussed. It is hoped that this study will contribute to the literature with its extensive literature review and the form of analysis it has revealed and will guide other studies to be conducted afterwards.