Affiliation:
1. 1052 LeBaron Hall, Iowa State University, Ames, IA 50011-1120 USA
Abstract
The purpose of our research was to examine apparel merchandising issues associated with mass customization. A questionnaire was developed to explore preferences for mass customization product, process, and place that have the potential of affecting success of a mass customization program. The questionnaire was administered to a convenience sample of 131 college students. Data were analyzed using descriptive statistics, t-tests, McNemar tests, within-subject ANOVA, and Bonferroni multiple comparisons. Successful mass customization of apparel at retail is dependent on identification of appropriate dimensions of product, process, and place. Our implications address merchandising issues associated with customer involvement in customizing design and fit of apparel products in retail store settings.
Subject
Polymers and Plastics,General Business, Management and Accounting,Materials Science (miscellaneous),Business, Management and Accounting (miscellaneous)
Cited by
42 articles.
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