Variables Driving the Amount of Customized Product Features Chosen By a Consumer in the Car Market

Flexible manufacturing systems, the internet and increasingly fragmented markets have led to an increased supply of and a growing demand for customized products. Previous research on mass customization has focused mainly on the optimization of the production process and the cost structure. This study examines the influence of a number of variables on the amount of individualized product features chosen by the customer on the basis of a cost-benefit framework in the product category ‘cars’. Therefore an innovative car configuration software was used. The findings show two important target groups for customized products. First, consumers with high lasting product involvement and product expertise and, second, a symbolically or hedonically driven consumer with a strong need for unique products and brands.


Marina Dabic (2007) ,"Variables Driving the Amount of Customized Product Features Chosen By a Consumer in the Car Market", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 274-279.


Marina Dabic, University of Economics and Business Administration, Vienna


E - European Advances in Consumer Research Volume 8 | 2007

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