Amen, TheStreet.com. Amen.
TheStreet.com nails it:
Most experts say the maker of GPS-based navigation systems has been confusing customers, lowering buyer satisfaction and taxing the company’s operations by offering 30 models of its “Nuvi” car navigation systems that range from $200 to $1,000 in price.
“I believe 30 (models) is too much,” says Russell Winer, a professor of marketing at the Stern School of Business. “There’s a lot of academic research that shows consumers get overwhelmed by a product having too many attributes and variations.”
Garmin needs to streamline its offerings, cut down on the number of models and build in greater differentiation between the different variants, say company watchers.
I’ve been saying this for the past two years. Unfortunately, I’m basically a peon so no one has a reason to listen to me.
Read the full article: Garmin Needs to Keep Things Simple.