Marketing Insight: When Less is More
With thousands of new products introduced each year, consumers find it ever harder to navigate store aisles. One study found the average shopper spent 40 seconds or more in the super-market soda aisle, compared with 25 seconds six or seven years ago. Although consumers may think greater product variety increases their likelihood of finding the right product for them, the reality is often different. According to research, when presented with too many options, people “choose not to choose,” even if it may not be in their best interests.
Similarly, if product quality in an assortment is high, consumers actually prefer fewer choices. Those with well-defined preferences may benefit from more-differentiated products that offer spe-cific benefits, but others may experience frustra-tion, confusion, and regret.
Also, constant product changes and introductions may nudge customers into reconsidering their choices and perhaps switching to a competitor’s product. It’s not jus product lines making consumer heads spin—many products themselves are too complicated. Technology marketers need to be especially sensitive to the problems of information overload.
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