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CONSUMER AS CO-CREATOR IN CUSTOMIZATION
2
Author(s):
NISHA , RAVINDRA SINGH
Vol - 5, Issue- 4 ,
Page(s) : 196 - 199
(2014 )
DOI : https://doi.org/10.32804/CASIRJ
Abstract
The purpose of this study is to study the independent impact of perceived uniqueness on willingness to pay.To identify the benefit consumers get from customization recognizing that as co-creators of their custom products they bear some interaction costs. The study reveals that consumers are more willing to accept complexity and customize their product if it allows them to achieve higher product utility.The more unique a consumer perceives a self-designed product to be the more he is willing to pay for it as compared to the standard product.Brand name was also found to be an important decision variable for customization in terms of getting a better preference matches.
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