7. Sophistication of Purchasers
It is undisputed that consumers of the parties' products are unsophisticated because the products are inexpensive and usually purchased on impulse, without careful examination. A low level of consumer sophistication contributes to an increase in the likelihood of confusion. Patsy's Brand, Inc. v. I.O.B. Realty, Inc., 317 F .2d 209, 219 (2d Cir.2003); Consolidated Cigar Corp. v. Monte Cristi De Tabacos, 58 F.Supp.2d 188, 199 (S.D.N.Y.1999). Accordingly, as there is no dispute over the low level of consumer sophistication, this factor weighs in Malaco's favor.
Hehehehe, Saying your consumers are too retarded to care what they're buying is not a great way to boost sales.
-Rance-