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Mass customization and consumer behavior - A case study from a german consumer perspective.pdf

Mass customization and consumer behavior - A case study from a german consumer perspective true
By:Joscha Köllner
Published on 2008-05-06 by GRIN Verlag


Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Mid Sweden University, 27 entries in the bibliography, language: English, abstract: 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.

This Book was ranked at 9 by Google Books for keyword Consumer Behavior.

Book ID of Mass customization and consumer behavior - A case study from a german consumer perspective's Books is wFGQpyB89OgC, Book which was written byJoscha Köllnerhave ETAG "YKV25wOjDHE"

Book which was published by GRIN Verlag since 2008-05-06 have ISBNs, ISBN 13 Code is 9783638046244 and ISBN 10 Code is 3638046249

Reading Mode in Text Status is false and Reading Mode in Image Status is true

Book which have "72 Pages" is Printed at BOOK under CategoryBusiness and Economics

Book was written in en

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