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Too many choices
"When shopping for almost any consumer product these days, you're faced with so many options. Unless you have a very specific product/brand that you buy every time (for example, your favorite clothes washing detergent) the choices can be overwhelming. Think about categories like toothpaste, lightbulbs or paint. There are literally dozens or even hundreds of choices to evaluate. "
4 comment(s) so far

tumbler thinks: Choice and range isn't a bad thing. The issue is how it's all presented to you when you are wanting to buy something. i guess the thing is knowing what is going to seriously effect your buying decisions.

If it is price then there are places like www.Kelkoo.co.uk which will list products according to price.

Another nice site is the German Vodafone website http://www.vodafoneshop.d­e/shop/main/index.cfm Go to the home page and click on the link on the right hand side called handyfinder. This lets you view hundreds of products at the start but then these get wittled down acording to the requirements you need (battery time, triband etc). It would be great if Thomas Pink could od this for all their shirts according to formal, long sleeve, short sleeve, colour etc.

(88% of 8 votes AGREE)
Simpler thinks: I think the key here is making it simple to choose for instance by online configuration. Now you can easily choose between different options when buying a car, while never experiencing the number of options. Of course the challenge is to decide on which options to offer. In the car example perhaps 15-20 would be enough, where many more would just seem overwhelming to most customers.
(88% of 8 votes AGREE)
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