Search
  Advanced Search
 
Journal search
Journal cover: Marketing Intelligence & Planning

Marketing Intelligence & Planning

ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science

Online from: 1983

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

 

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Have it your way: consumer attitudes toward personalized marketing


Document Information:
Title:Have it your way: consumer attitudes toward personalized marketing
Author(s):Ronald E. Goldsmith, (College of Business, Florida State University, Tallahassee, Florida, USA), Jon B. Freiden, (College of Business, Florida State University, Tallahassee, Florida, USA)
Citation:Ronald E. Goldsmith, Jon B. Freiden, (2004) "Have it your way: consumer attitudes toward personalized marketing", Marketing Intelligence & Planning, Vol. 22 Iss: 2, pp.228 - 239
Keywords:Attitudes, Customer relations, Marketing, Mass customization
Article type:Research paper
DOI:10.1108/02634500410525887 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:An emerging new strategic approach is termed “mass customization” or “personalization” whereby elements of the marketing mix are individualized for each customer. This paper describes an empirical study in which 608 adult US consumers were interviewed with regard to their experiences with and attitudes toward mass customized products. The principal findings were that attitudes toward mass customization were generally positive, nearly half reported buying a personalized product, these buyers were very satisfied with their purchase, and the most likely buyers of this type of product tend to be younger, more well educated consumers, with higher than average incomes. Managerial, theoretical, and methodological implications of these findings are discussed.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (78kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions