Title: Readiness of young Indian consumer for mass customised products: an exploratory study

Authors: Saloni Mehra; P.A. Ratna; Vandana Sonwaney

Addresses: Symbiosis Institute of Operations Management, Plot No. A 23, Shravan Sector, CIDCO, New Nashik 422008, India ' Symbiosis Institute of Operations Management, Plot No. A 23, Shravan Sector, CIDCO, New Nashik 422008, India ' Symbiosis Institute of Operations Management, Plot No. A 23, Shravan Sector, CIDCO, New Nashik 422008, India

Abstract: This paper examines the preferences of young consumers for mass customised products and identifies the most preferred product classes. It also examines the readiness of young consumers for mass-customised products and their level of satisfaction. Framework developed by Bardakci and Whitelock (2004), to measure the readiness of consumers for mass customisation was used for the purpose of this study. This study shows that though the consumers want mass customised products they were not ready for buying these products. Demographic characteristics such as gender and family income had an impact on the purchase of these products. This study would help companies offering or willing to offer mass customised products to re-examine their strategies in terms of: the products for which the consumers want mass customisation, the time consumers are willing to wait for these products, their interest in designing these products, and their willingness to pay a premium for these products.

Keywords: mass customisation; young consumers; mass customised products; India; youth; young people; customer satisfaction; consumer readiness; gender; family income; willingness to wait; willingness to pay.

DOI: 10.1504/IJICBM.2015.068496

International Journal of Indian Culture and Business Management, 2015 Vol.10 No.3, pp.335 - 350

Received: 13 Sep 2013
Accepted: 06 Jan 2014
Published online: 30 Apr 2015 *

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