Mass‐customisation in marketing: the consumer perspective

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.