Customizing The Consumer Benefit An Investigation Into The Effects Of Individualization Exclusivity And Individual Characteristics In Mass Customization
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Customizing The Consumer Benefit An Investigation Into The Effects Of Individualization Exclusivity And Individual Characteristics In Mass Customization
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Author : Marvin Burmester
language : en
Publisher:
Release Date : 2018-11-17
Customizing The Consumer Benefit An Investigation Into The Effects Of Individualization Exclusivity And Individual Characteristics In Mass Customization written by Marvin Burmester and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-11-17 with categories.
Master's Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Católica Lisbon School of Business & Economics, language: English, abstract: The study examines the effects of different individualization levels and exclusivity on the benefits consumers perceive through customization. It measures the moderating influence of product involvement and category knowledge and assesses the consumers' intentions to purchase a customized product. Analyses find that (1) consumers value the creative achievement of customizing a product more than they appreciate the enjoyment of the individualization process as such. (2) Investigations into the role of exclusivity further imply that its perception is viewed as an additional cue of information that is detached from customization activities. (3) Despite strong individual effects of product involvement and category knowledge, no moderating influence was found on the effect of individualization. Collectively, these findings hold implications for how businesses can create value for consumers. The study contributes to the academic literature on consumer behavior as it extends the understanding of how, and under what conditions, mass customization is likely to succeed. Scholars and practitioners alike have paid growing attention to the concept of mass customization. Assuming favourable outcomes for both businesses and consumers, many have expressed high expectations about this increasingly adopted marketing strategy. The blanket advantage of mass customization is however not unquestioned. Theoretical arguments imply narrow conditions under which consumers perceive the process of customization to be superior over the choice among standard products. But what are the conditions that foster positive consumer-reactions to mass customization? Following an experimental research approach, the manipulated simulation of a real-world customization scenario
Customer Co Design
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Author : Stefan R. Thallmaier
language : en
Publisher: Springer
Release Date : 2014-10-15
Customer Co Design written by Stefan R. Thallmaier and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-15 with Business & Economics categories.
Stefan R. Thallmaier’s investigation enables mass customization businesses to better understand how co-design increases customers’ value perception. He focuses on the increasing proliferation of service channels (online, mobile and in-store) and digital media (toolkits, social media and live help) at the co-design interface. Based on qualitative and quantitative research, the author examines how this proliferation impacts customers’ value perception in the different stages of the co-design process. The research shows that customers’ value perception profits from varying levels of social presence throughout the co-design process. The work helps researchers and practitioners with surprising insights as well as hands-on recommendations to improve and adapt interfaces for customer co-design.
A Consumer Perspective On Mass Customization
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Author : David M. Hunt
language : en
Publisher:
Release Date : 2006
A Consumer Perspective On Mass Customization written by David M. Hunt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Consumers' preferences categories.
This dissertation investigates the influence of individual differences in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU) on perceived value of customized product alternatives. A conceptual model grounded in involvement theory, the functional theory of attitudes, and theories on the desirability of uniqueness is proposed and empirically tested using survey methodology. Generally, data support significant relationships between the three individual differences and the perceived value of mass customized products. Further, support is provided for the mediating role of involvement in the functional and symbolic benefits for a given product category. Results of the study extend consumer research on individual differences into a new domain of consumer behavior and hold implications for segmenting mass customization markets.
Competitive Effects Of Mass Customization
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Author : Oksana Loginova
language : en
Publisher:
Release Date : 2016
Competitive Effects Of Mass Customization written by Oksana Loginova and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.
The existing theoretical literature on mass customization maintains that customization reduces product differentiation and intensifies price competition. In contrast, operations management studies argue that customization serves primarily to differentiate a company from its competitors. Interactive involvement of the customer in product design creates an affective relationship with the firm, relaxing price competition. This paper provides a model that incorporates consumer involvement to explain the phenomena described in the operations management literature.Two firms on the Hotelling line compete for a continuum of consumers with heterogeneous brand preferences. An exogenously given fraction of consumers is potentially interested in customization. Consumer benefits from customization are the rewards from a special shopping experience and the value of product customization (a better fitting product); these benefits are higher for consumers located closer to the customizing brand. When a consumer purchases a customized product, he/she incurs waiting costs. Each firm simultaneously decides whether to offer standard products, customized products, or both, and then engage in price competition. I show that customization increases product differentiation, leading to less intense price competition. Depending on the parameter values, in equilibrium either both firms offer customized products, one firm offers customized products and the other standard and customized products, or one firm offers customized products and the other standard products. I perform comparative statics analysis with respect to the fraction of consumers interested in customization, the waiting costs, and the fixed cost of customization.
Why Consumers Are Wiling To Pay For Mass Customized Products
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Author : Aurelie Merle
language : en
Publisher:
Release Date : 2010
Why Consumers Are Wiling To Pay For Mass Customized Products written by Aurelie Merle and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
The aim of this twofold. First, we propose to conceptualize the perceived value of mass customization into two components: 1) mass-customized product value and 2) mass customization experience. Second, we test an integrative framework bringing together value components and willingness to pay for mass-customized products. As opposed to previous research, the findings show an indirect effect of mass customization experience on consumer willingness to pay. Furthermore, no direct effect is found.
Marketing Mass Customized Products
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Author : Benedict G. C. Dellaert
language : en
Publisher:
Release Date : 2008
Marketing Mass Customized Products written by Benedict G. C. Dellaert and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers' evaluations of different mass customization configurations when they are asked to mass customize a product. For example, mass customization configurations may differ in the number of modules that can be mass customized. In the context of mass customization of personal computers, the authors find that mass customization configuration affects the product utility that consumers can achieve in mass customization as well as their perception of mass customization complexity. In turn, product utility and complexity affect the utility that consumers derive from using a certain mass customization configuration. More specifically, product utility has a positive effect and complexity has a negative effect on mass customization utility. The effect of complexity is direct as well as indirect because complexity also lowers product utility. The authors also find that consumers with high levels of product expertise consider mass customization configurations less complex than do consumers with low levels of product expertise and that for more-expert consumers, complexity has a less negative impact on product utility. The study has important managerial implications for how companies can design their mass customization configuration to increase utility and decrease complexity.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Consumer Response To And Choice Of Customized Versus Standardized Systems
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Author : Neeraj Bharadwaj
language : en
Publisher:
Release Date : 2009
Consumer Response To And Choice Of Customized Versus Standardized Systems written by Neeraj Bharadwaj and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Recent research on customization suggests that a need exists to examine conditions under which selling customized versus non-customized offerings will be more beneficial to vendors. To this end, this paper empirically evaluates consumer response to and choice of customized systems (offerings that are integrated and customized) in relation to standardized systems (offerings that feature integration but not customization). Through a series of studies, we demonstrate that the relationship between a buyer's systems purchase strategy and their future repurchase intentions toward the seller is moderated by a buyer characteristic (that is, a consumer's insight into his/her own preferences, or the degree to which a consumer can confidently and consistently express his or her true preferences) as well as a seller characteristic (retailer reputation). Given that consumers who are experts have greater insight into their own preferences than novices, our work also suggests that this greater insight into one's own preferences is a plausible explanation for why experts are more likely to choose a customized system. The main practical implication of our research is that it prompts managers to challenge the contention in some mass customization writings that customized offerings have universal appeal. Although the participants in our studies also tended to be more attracted to customized systems in general, this proclivity was lower for consumers with less product category expertise. This is important because our results convey that repurchase intentions towards a vendor will be higher after the purchase of a non-customized system by those consumers who lack insight into their preferences. As such, firms should try to propose customized systems only to those prospective buyers who possess strong preference insight, and propose standardized systems to those buyers who do not.
Mass Customization And Footwear Myth Salvation Or Reality
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Author : Claudio Roberto Boër
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-07-11
Mass Customization And Footwear Myth Salvation Or Reality written by Claudio Roberto Boër and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-07-11 with Technology & Engineering categories.
Mass Customization and Footwear: Myth, Salvation or Reality is the only book dedicated to the application of mass customization in a particular industry. By showing examples of how a "mature" manufacturing sector like shoe making can be thoroughly renovated in business and mentality by applying this paradigm; Mass Customization and Footwear: Myth, Salvation or Reality will be bought by practitioners in the footwear sector and postgraduates, researchers and lecturers in the area of mass customization.
The Customizing Consumer
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Author : Emanuel De Bellis
language : en
Publisher:
Release Date : 2015
The Customizing Consumer written by Emanuel De Bellis and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.