Impact of customization on purchase intention

Abstract

In this study, we hypothesize that customers are more inclined to buy products that are personalized to their liking. We also hypothesize that the attributes that increase the said customized products' purchase intention are a sense of uniqueness that each customized item brings to the customers and the sense of accomplishment they gain in co-creating value by designing their products. To prove these hypotheses, we chose the survey method of research, particularly questionnaires. We identified a target demographic of urban Millennials. We designed a list of questions to assist them to self-report on their inclination to buy personalized items, their tendencies to seek uniqueness, and the value that creation has in their daily lives. In the results of the questionnaire, we found ample evidence in support of our hypothesis. Our secondary research also confirms the same, showing that uniqueness is a driving factor in higher customization levels, and 'sense of accomplishment' attaches perceived value to such products. We conclude with recommendations to increase customization levels in products to increase brand loyalty, customer retention, and customer insights.