Variety for sale

Abu-Shalback Zid, Linda
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p4
This article discusses findings of a study by the Marketing Science Institute on the effects of product varieties on consumers. While high variety strategies help retailers differentiate themselves, they can backfire if customers become overwhelmed by the complexity and number of choices. One key to customer satisfaction with mass customization is in how retailers help customers make purchase decisions. This is particularly important if the product class is complex and if shoppers are not experts. The study suggests that salespeople should ask customers for their preferences on various features one at a time, rather than ask them to compare different alternatives.


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