TY  - JOUR
AB  - This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be implemented efficiently and effectively. There appears to have been no empirical evidence to support the notion that customers are indeed ready for this approach. The aim of this study is to examine how far customers are “ready” for mass‐customised products, using the UK new car market as its basis for analysis. A framework is developed and results presented which suggest that a sizeable section of the market is ready to accept the “inconveniences” of mass‐customised products. However, the main inconvenience of mass customisation is identified as increased price, even for “ready” customers. It would seem, therefore, that both global standardisation and mass customisation strategies are appropriate in this market.
VL  - 38
IS  - 11/12
SN  - 0309-0566
DO  - 10.1108/03090560410560164
UR  - https://doi.org/10.1108/03090560410560164
AU  - Bardakci Ahmet
AU  - Whitelock Jeryl
PY  - 2004
Y1  - 2004/01/01
TI  - How “ready” are customers for mass customisation? An exploratory investigation
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1396
EP  - 1416
Y2  - 2024/09/21
ER  -