“Why do we not buy mass customised products?” – An investigation of consumer purchase intention of mass customised products
Mass customisation has become a prospective business strategy for many industries. Despite the great efforts that have been put into implementing product configuration systems (e.g., NikeID), the Deloitte Consumer Review 2019 indicated that nearly half of consumers still prefer to buy mass produced...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Novi Sad, Faculty of Technical Sciences
2019-06-01
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| Series: | International Journal of Industrial Engineering and Management |
| Subjects: | |
| Online Access: | http://ijiemjournal.org/counter/click.php?id=vol10_02_05 |