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While many of us believe that we enjoy making choices, several studies have shown that this is not in fact the case. When faced with choosing from several types of jam, consumers were interested at first but soon became overloaded with choice. They simply abandoned the choice and went back to their favourite brands.The incredible range of choices that consumers now have is making business difficult for companies who have to provide more and more choices to keep up with the market but also for consumers who expect choice but give up without making any choices at all if they feel confused by the wide range on offer.Consumers face more choices than they did in the past and a study showed shoppers are attracted if a number of options are presented to them. However, those options still need to be of a good quality and something that appeals to the consumer or, as in the study, they will walk away without making a purchase.With a wide range of choices, one would expect consumers to buy more products. However, a consumer experiment found that when customers had many choices, they were likely to sample the products but became overwhelmed and did not buy much, whereas they were more likely to buy something when they had far fewer options to choose from.With a wide range of choices, one would expect consumers to buy more products. However, a consumer experiment found that when customers had many choices, they were likely to sample the products but became overwhelmed and did not buy much, whereas they were more likely to buy something when they had far fewer options to choose from.
