Final thoughts on this research study

This study has offered a number of very interesting insights into the topic of Mass Customisation and people’s motivations to purchase these products. The last blogs provided some interesting findings and also suggestions for future research in this area. Most importantly the outcome for the experiential need to avoid a bad experience or bad word of mouth as it could have a big influence on potential customers. 

This study was quite exploratory as motivations had not yet been looked at so extensively in a Mass Customisation setting. The concept of Mass Customisation has been around for a few decades now, but there are not many companies that used the full potential of it. After the completion of this study I would say this is due to the lack of consumer research, particularly concerning consumer motivations as they may be unconscious.

Although the sample of my study was quite small, it was visible that consumers did not know much about Mass Customisation, in particular the pure form of customisation. So companies should not only carry out more consumer research, but they should also try to educate their customers more.