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Mass‐customisation in marketing: the consumer perspective

Mass‐customisation in marketing: the consumer perspective This paper addresses the issue of mass‐customisation from the point of view of consumer demand. It aims to develop a framework to examine the demand side of the mass‐customisation equation which will allow researchers to identify whether a market of customers who are ready for mass‐customised products exists. In doing so it considers in particular three “inconveniences” of mass‐customisation: the increased price of customised products; the delay in receipt of custom‐made products; and the need for customers to invest time in specifying their preferences before the product can be produced. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Mass‐customisation in marketing: the consumer perspective

Ahmet Bardakci; Jeryl Whitelock
Journal of Consumer Marketing , Volume 20 (5): 17 – Sep 1, 2003
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References (68)

Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760310489689
Publisher site
See Article on Publisher Site

Abstract

This paper addresses the issue of mass‐customisation from the point of view of consumer demand. It aims to develop a framework to examine the demand side of the mass‐customisation equation which will allow researchers to identify whether a market of customers who are ready for mass‐customised products exists. In doing so it considers in particular three “inconveniences” of mass‐customisation: the increased price of customised products; the delay in receipt of custom‐made products; and the need for customers to invest time in specifying their preferences before the product can be produced.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Sep 1, 2003

Keywords: Marketing; Mass customization; Consumer research

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