Consumers’ Opinion about Mass Customization in Dhaka City

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.