Authors: Hassan D. Kalantari; Lester W. Johnson
Addresses: Department of Science, Engineering and Technology, Swinburne University of Technology, P.O. Box 218, Mail H38, Cnr John and Wakefield Streets, Hawthorn, VIC 3122, Australia ' Department of Management and Marketing, Swinburne University of Technology, P.O. Box 218, Mail H23, Cnr John and Wakefield Streets, Hawthorn, VIC 3122, Australia
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.
Keywords: mass customised products; conjoint analysis; willingness to pay; willingness to wait; segmentation.
International Journal of Mass Customisation, 2019 Vol.5 No.2, pp.111 - 129
Received: 18 Dec 2015
Accepted: 22 Apr 2016
Published online: 13 Nov 2019 *