Despite some problems, customers have more chance to buy customized items

Advances in technology have made mass customization economically viable. Consumers increasing have access to mass- Customized items. Perhaps the best-known example is Dell which allows consumers to combine off-the-shelf modules to create their ideal computer. Mass customized jeans are another example. Customers of Tommy Hilfiger’s Web site can enter data such as the shape of their thighs in order to design and their perfect pair of jeans. Mass customization is becoming a mainstream. With the exception of a few researchers, most business research on mass customization had been on the supply side, that is, in the operations management literature. In the past year more research on the demand side of customization has appeared in the marketing literature.

In spite of this flurry of activity, none of these authors has empirically studied the   underlying motivations for choosing mass-customized items. What are the key drivers of the demand for Customized items corporation? Do these drivers differ by consumer segment? What are the antecedents of these drivers? The answers still need to be found.