Typology of Potential Benefits of Mass Customization Offerings for Customers: An Exploratory Study of the Customer Perspective

In order to utilize the full potential of mass customization (MC), the first objective of this study is to develop a differentiated typology of potential benefits which different MC offerings can generate for consumers. Therefore, a theoretical-conceptual approach is complemented by 20 in-depth interviews. The results suggest that style customization especially is capable of generating symbolic, emotional, hedonic and epistemic benefits, and seems to be attractive with regard to presents. Fit and functionality customization mainly offer possibilities for the generation of functional benefits, such as quality and comfort, but also have positive effects on the physical health. Furthermore, personal and economical benefits are of importance. The second objective is to analyze the central factors influencing the evaluation of the attractiveness of MC offerings and the demand of different age groups. For this purpose focus group surveys with pupils, students, middleaged employees and over 50s were conducted. Type, extent and place of customization, service support and type of purchasing decision could be identified as central factors of MC offerings. Budget and time shortage, use of attractive alternatives to mc, certain individual characteristics and dissatisfaction with standardized products represent important consumer-related factors. Finally, differences between the regarded age groups are laid open.