The developing direct relationship between a manufacturer and consumers-Reference-Cited by-同舟云学术

The developing direct relationship between a manufacturer and consumers

Published:2005-09-01 Issue:3 Volume:9 Page:270-282
ISSN:1361-2026
Container-title:Journal of Fashion Marketing and Management: An International Journal
language:en
Short-container-title:

Author:

Endo Seiji,Kincade Doris H.

Abstract

PurposeTo investigate consumers' characteristics during internet shopping for customized products in order to reduce the distance between a manufacturer and consumers.Design/methodology/approachQualitative methods were conducted with longitudinal interviewing with 20 participants. For the shopping experiment, a web site was used by participants to order two pair of customized shoes based on each participant's needs.FindingsFour groups were identified during the shopping experiments. The result suggested that each group of participants had different priorities for a satisfying shopping experience in terms of customized products.Originality/valueThis paper identified the relationship between a manufacturer and consumers by ordering customized products through online.

Publisher

Emerald

Subject

Marketing,Business and International Management

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