The Confused Consumer

We say today's consumer is 'Spoiled For Choices'...

But this "we" here is just the companies, who on this pretext, are pushing more and more products in the same category.

Look at it from a consumers perspective and you realize, "spoiled for choice" actually translates into confusion and lack of direction for a consumer.

But some do benefit from this. In the age of "abundance" and "plenty", the brands that are known or take extra efforts, to educate or excite the consumer, grow stronger.

The ones who already are a household name, brands who have a brilliant recall... they reach out to the confused and unsure consumer with their historically known face and trust value.. calling them to a space they know, making them reach out to that product which they have held before and tasted before.

And as for the others, these I call the smart asses and the witty trend setters, who without spending even half as much as the earlier lot has in the past to establish them self, and up making a space among the clutter.

There are brands that hold hands of these consumers and guide them through the benefits or newness factor.

They have the capability to do something different, simple yet differnt to excite and touch the right cord in this consumer.

So what can I, as a pure consumer and recent observer of the market as presented to the consumer, say...

I say that today, it is not about the "number" of products you push in the market to create "abundance" and "choice", it's about how much effort you put in to give the consumer solace in this era of "spoiled for choice", and direction through the long aisles of "abundance".