*Phd Candidate, College of Business Studies Sudan University of Science and Technology, Sudan
**Associate Professor (Marketing), Department of Business Administration, College of Business & Economics, Qassim University, KSA
Online published on 13 November, 2014.
Mass customization is quickly becoming a crucial business principle of the 21st century's competitive market. Although there is a great body of research regarding the mass customization, previous studies have focused on consumers’ satisfaction with and interests in co-design involvement as well as their willingness to customize garments by selecting certain options formass customization. However, there has been a lack of empirical research describing what determinants in the co-design involvement and process affect consumers’ purchase intentions toward mass customized products. Further, previous studies have not clearly identified co-design, related attributes, or consumers’ perceptions influencing positive consumer attitude and purchase intention toward mass customized products. This article identifies and examines how the consumer's perception of the customized products. and does customizing create satisfaction through the co-design process? Set of hypotheses regarding these influences were developed and subsequently evaluated, and to achieve in-depth empirical study the cosmetics and painting industries in Sudan were chosen. Purposive sampling method was used to collect the data from respondents through personal questionnaire; data from 100 respondents were used for the purpose of this study. Results of the Factor analysis showed that some items in the selected independent variables had been deleted but remain three factors. Regression analysis was conducted to test the hypothesis. The results revealed that there is a significant relation between the independent variables Self-confidence, product aesthetics and intention, intention with co-design, co-design with customer satisfaction, and confirms the mediating role of the intention and the co-design. Therefore, it is necessary for marketers to consider these factors in implementing Mass Customization strategy. However, certain variables that did not show any significant relationship should not be isolated or ignored. The paper also provides discussion and recommendation.
Mass Customization, Customer Intention, Co-Design, Customer Satisfaction
