Abstract:
“Mass customization” is an important strategic approach where elements of the
marketing mix are individualized for each customer. This article describes an empirical study
in which 200 consumers who lived in Dhaka city were interviewed regarding their experiences
with and opinion about mass customized products. The principal findings are that opinion
about mass customization are gradually positive, nearly half of the respondents reported
buying a personalized product, they were very satisfied with their purchase. It is found that
most of the consumers of this type of product tend to be higher educated, younger, and higher
than average income levels. Our findings suggest that there is a market for all kinds of
customized products, at least in Dhaka city. Marketers should target downscale consumers
with strategies designed to change negative opinion before sales are made.
