of consumer confusion The main consumer confusion about batteries exists between the two most popular battery sizes ­ the AA and AAA, although choosing the right type of battery for a particular appliance can also cause problems. "We asked consumers what the difference was between zinc and alkaline batteries," says Sony's Michael Cox-Hill, "and quite a few thought alkaline were waterproof!" Some believe in keeping things simple. "The continual market segmentation that some leading manufacturers are implementing will further confuse consumers, who already find choosing the right battery a difficult exercise," says Rayovac's European marketing manager Raj Mathur, whose company has just one alkaline and one zinc range. Other manufacturers claim that consumer confusion can most easily be addressed via on-pack and battery station indicators and icons. "It's our responsibility to make things clearer for the consumer," says Panasonic's marketing and communications manager Tim Clark, whose company has developed a special on-pack battery indicator. "Panasonic has adopted a S, M, L and XL classification system to denominate battery sizes and assumed the internationally recognised star rating system to indicate quality and value." According to Sony Energy's Michael Cox-Hill, battery consumers can be divided into three groups. "Firstly, there are the people that know about batteries, who are knowledgeable about the different types and buy specific products for their technology. Then you have the mid-range consumer who buys our blue alkaline range ­ they want the reassurance that comes with a big brand name but at a reasonable price. Then there are those who don't know anything about it, who find battery buying a chore, who'll buy the cheapest, or go for own-brands." {{FOCUS SPECIALS }}