Feb 17, 2004

Can Too Much Choice Hurt Brand Performance?

 

Recent research from the Stanford Graduate School of Business suggests that consumers don't necessarily favor brands with longer product lines. As a matter of fact, larger companies with too many choices generally find that adding variety isn't worth the extra cost of manufacturing. Those companies that do benefit from longer product lines: regional and store brands, which generally find that adding more helps boost their credibility in a crowded marketplace.