Date of Publication :8th August 2024

Abstract:The research tries to answer the following question from both supplier's and demander's points of view. Formulated Hypothesis: The Paradox of Choice affects customers' overall product-related decision-making ability. Some Assumptions for the hypothesis are:
1. Brand Loyalty Doesn’t Exist.
2. The customer has not tried or tested the product.
3. Customers are not Window Shoppers.
Thematic Analysis: The setting of the study involves a glance at the empirical pieces of evidence of practical implementations, of customers, when faced with multiple choices of commodities, in an unknown marketplace.

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