Mass customization is a research field which is already well established from a manufacturer viewpoint. Curiously, there is a marginal amount of research studies covering the consumers’ viewpoint and researchers argue that much more research is needed to understand the consumer behavior in terms of mass customization. From a consumers’ viewpoint mass customization can be seen as the production of goods for a relatively large market, which meets exactly the needs of each individual customer with regard to certain product characteristics (differentiation option), at costs roughly corresponding to those of standard mass-produced goods (cost option).
The main purpose of this study was an investigation of relationships between the purchase of mass customized products and demographic and psychological influence factors. Therefore, the study gave an answer on the question whether German consumers had an interest in purchasing mass customized products and what demographic and psychological factors influence the tendency to purchase mass customized products. The reader should have got an impression of the topic of mass customization from a consumer perspective. Therefore the author surveyed 519 German consumers with the help of a self-administered online survey in order to investigate their attitudes toward mass customized products, their willingness to invest additional time and money for MCP and their perceived risk on customized products. The study was conducted on German respondents to discuss similarities and differences to previous studies on the US market as well as a comparison of the UK and Turkish market regarding consumer attitudes and readiness. This study offers practical insights for companies that want to address potential consumers of customized products and gives useful hints for determining suitable target groups for mass customized products.
Inhaltsverzeichnis (Table of Contents)
- Mass Customization - A new Marketing Strategy?
- The Origin of Mass Customization
- Purpose of the Work and Research Questions
- Limitations
- Mass Customization and Psychological Influence Factors
- Introducing the Phenomenon of Mass Customization
- Definition and Classification of Mass Customization
- Consumer Decision-Making Process
- Psychological Influence Factors on Consumer Behavior
- Motivation and Personality
- Attitude
- Readiness
- Perceived Risk
- Conceptual Framework
- Research Methodology
- Type of Research Design
- Sample, Population, and Participation
- Data Collection Instruments, Variables, and Materials
- Data Analysis Procedures
- Results and Data Analysis
- The Need for Uniqueness for Explaining the Purchase of MCP
- Demographic Influence Factors for Explaining the Purchase of MCP
- Age
- Gender
- Income
- Level of Education
- Consumer Attitudes and the Purchase of MCP
- Consumer Readiness and the Purchase of MCP
- Consumers' Perceived Risk and the Purchase of MCP
- The Tendency to Purchase MCP
- Concluding Discussion
- Conclusion
- Discussion and Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this study is to investigate the relationship between the purchase of mass-customized products and demographic and psychological influence factors. The study seeks to understand whether German consumers are interested in purchasing mass-customized products and what factors influence their tendency to do so. The study aims to provide insights into the topic of mass customization from a consumer perspective.
- Consumer behavior and preferences in relation to mass customization
- The role of psychological factors in influencing consumer decisions regarding mass customization
- Demographic characteristics and their impact on the purchase of mass-customized products
- Consumer attitudes towards mass customization, including perceived risk and readiness to invest additional time and money
- Comparison of consumer attitudes and readiness in Germany with other markets, such as the US, UK, and Turkey
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: This chapter introduces the concept of mass customization and its origin. It outlines the purpose of the study and the research questions that will be investigated. The chapter also discusses the limitations of the study.
- Chapter 2: This chapter provides a comprehensive overview of the phenomenon of mass customization, its definition and classification. It explores the consumer decision-making process and the psychological influence factors that can affect consumer behavior in relation to mass customization. This includes motivation, personality, attitude, readiness, and perceived risk. The chapter concludes by presenting a conceptual framework for the study.
- Chapter 3: This chapter focuses on the research methodology employed in the study. It describes the type of research design, the sample, population, and participation, as well as the data collection instruments, variables, and materials used. The chapter also explains the data analysis procedures used.
- Chapter 4: This chapter presents the results and analysis of the data collected in the study. It explores the findings related to the need for uniqueness, demographic factors, consumer attitudes, readiness, perceived risk, and the tendency to purchase mass-customized products. The chapter also provides insights into the influence of these factors on consumer decisions.
Schlüsselwörter (Keywords)
Mass customization, consumer behavior, psychological influence factors, demographic factors, consumer attitudes, perceived risk, readiness, purchase behavior, German market, online survey.
- Quote paper
- Master of Science Joscha Köllner (Author), 2007, Mass customization and consumer behavior - A case study from a german consumer perspective, Munich, GRIN Verlag, https://www.grin.com/document/91360
