Garmin Needs to Keep Things Simple

SAN FRANCISCO -- For GarminGRMN, the message is clear: Keep it simple.

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."

But having so many variants of the GPS device can also leave some customers who have already bought the product dissatisfied, says Gloria Barczak, professor of marketing at Northeastern University, as they could be left wondering if they bought the right model for their needs. Too much choice also leads to too much complexity in decision-making, she adds.

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