The Illusion of Choice in Consumer Brands

Companies such as Nestlé, Coca-Cola, Kellogg’s, Mondelēz, PepsiCo, General Mills, Danone, and Mars are massive. They each own dozens of brands that dominate certain product categories. Some of you may feel duped that they thought that the brand is small, local, or a special find. That’s a valid feeling.It is also amazing that we can ever make choices of what to buy with so many choices