Abstract
The term Information overload refers to the excessive information that creates confusion or bias in the decision-making process. A decision-making process is a logical approach that helps in finding the main problem and to find out the main possible solutions based on the problems and the existing alternatives. However, in this respect, excessive information always creates challenges for the consumers and thus it affects the entire buying nature of the consumers. This research has shed its light on information overload in the case of fashion brands and their impact on the consumer buying behaviour and also on the rational decision-making process. In the end, it has been identified from quantitative research analysis that excessive information creates confusion and bias and thus it affects the decision-making process. Hence, the retailers must create more useful, attractive product descriptions for attracting more consumers and to get a more competitive advantage.
