This dissertation is An Analysis of Consumer Choice: A Case Study Analysis of Tesco and IKEA. Does Size influence Customer Expectations. MBA Dissertation Topics - It is a common notion to assume “more is better”. The evolution of the concept of choice has transcended society given the finite level of resources that abound to satisfy our infinite desires. The last seven decades have seen a progressive increase in consumer choice. Furthermore, the growing multicultural population of Britain has influenced the diversity of goods found on supermarkets’ shelves. Marketers and business organisations have always viewed this expansion as being a direct response to consumers’ demand, and as a strategy towards business longevity. However, has such increases in product choice excites and stimulates our senses to produce positive responses? Alternatively, has it overload our reasoning, processing, enhancing and assimilating faculties to provide null and dissatisfying responses? Consumers a
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