Advanced Search
MyIDEAS: Login to save this paper or follow this series

Brand Familiarity and Product Knowledge in Customization

Contents:

Author Info

Abstract

This paper challenges the assumption commonly used in the theoretical literature on customization that consumers always get their ideal varieties when they purchase a customized product. I adopt Hotelling's horizontal diffierentiation model with two firms competing for a continuum of consumers. Each consumer has a most preferred variety and possesses a certain level of category-specific knowledge. Initially, the firms produce standard products located at the end points of the variety interval. Suppose one of the firms offers customization. Consumers familiar with the brand can easily transfer their needs into appropriate characteristics of this brand. Consumers unfamiliar with the brand have difficulty in expressing their preferences. Category-specific knowledge is crucial here. Knowledgeable consumers are more capable of analyzing information than less knowledgeable ones, and the products they design better match their preferences. The game runs as follows. First, the firms simultaneously decide whether to offer customization, then engage in price competition. I show that while customization makes the products less differentiated, the frictions introduced into consumer co-design activities relax price competition. As a result, customization by one of the firms occurs in equilibrium.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://economics.missouri.edu/working-papers/2009/WP0905_loginova.pdf
Download Restriction: no

Bibliographic Info

Paper provided by Department of Economics, University of Missouri in its series Working Papers with number 0905.

as in new window
Length: 13
Date of creation: 31 Jan 2009
Date of revision:
Handle: RePEc:umc:wpaper:0905

Contact details of provider:
Postal: 118 Professional Building, Columbia, MO 65211
Phone: (573) 882-0063
Fax: (573) 882-2697
Web page: http://economics.missouri.edu/
More information through EDIRC

Related research

Keywords: horizontal di fferentiation; price competition; customization; brand familiarity; product knowledge;

Other versions of this item:

Find related papers by JEL classification:

References

No references listed on IDEAS
You can help add them by filling out this form.

Citations

Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Oksana Loginova & X. Hnery Wang, 2013. "Customization in an Endogenous-Timing Game with Vertical Differentiation," Working Papers 1304, Department of Economics, University of Missouri.
  2. Loginova, Oksana & Wang, X. Henry, 2013. "Mass customization in an endogenous-timing game with vertical differentiation," Economic Modelling, Elsevier, vol. 33(C), pages 164-173.

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:umc:wpaper:0905. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mark Stratton).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.