Thanks to mass production, offshoring and many other factors we live in a world with lots of different products. We have obviously grown used to having a great choice. However, to us - a couple of university students - the question has risen if the Western population actually stands in favor of this development or not.

Consequently, we have set up a consumer research to find out how our fellows think about the size of the range of products. Divided into two different parts - low priced, everyday goods and highly priced, luxury goods - we started the survey by presenting the participants posters with either small or large choice. We watched where they would look first and then asked about their personal preference and additionally, their preference when actually buying the product. Furthermore, we incorporated the participants' comment in the evaluation process.

In the end, our survey revealed that most of our participants prefer a large choice when it comes to products which are used only for a short term and don't cost a lot. Referring luxury goods which are usually used for a longer term the small choice turned out to be the ideal one.