'Consumers like the freedom to choose but are essentially looking for direction'
Too much choice can leave shoppers with brain freeze - and they might not buy anything at all
Of all the things you might expect to stress you out in the course of a working week, buying yogurt isn’t one of them. But as I stood, paralysed, in front of the yogurt fridges in a leading supermarket last week, I could feel myself beginning to hyperventilate. The reason? The sheer number of products in front of me.
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