Please use this identifier to cite or link to this item: https://hdl.handle.net/11499/5227
Title: Mass-customisation in marketing: The consumer perspective
Authors: Bardakcı, Ahmet.
Whitelock, J.
Keywords: Consumer research
Marketing
Mass customization
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. © 2003, MCB UP Limited
URI: https://hdl.handle.net/11499/5227
https://doi.org/10.1108/07363760310489689
ISSN: 0736-3761
Appears in Collections:İktisadi ve İdari Bilimler Fakültesi Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection

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