Willingness to pay and wait for mass customised products Online publication date: Wed, 13-Nov-2019
by Hassan D. Kalantari; Lester W. Johnson
International Journal of Mass Customisation (IJMASSC), Vol. 5, No. 2, 2019
Abstract: Researchers have investigated whether customers would be willing to pay more for mass customised products and also whether they would wait to receive them. But surprisingly, these two issues have not been examined simultaneously. We describe a study where we use conjoint analysis, a market research technique, to examine the customer trade-off between price, delivery waiting time and type of customisation in the walking stick market in Australia. Our approach should be relatively easily repeatable in other mass customisation markets.
Online publication date: Wed, 13-Nov-2019
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