Mass customization in the sneaker market

Resumen

This dissertation deals with the topic mass customization in the sneaker market. In this context, this wellknown marketing tool is examined from the consumers point of view. Moreover a short consideration from the producers point of view has been implemented. The main subject areas are the willingness to pay of consumers, the consumers confusion as well as the topic brand loyalty in combination with mass customisation in the sneaker market. For this reason, the literature on individualization and mass customization is firstly analyzed to subsequently discuss the market for mass customized sneakers. Lather, a total of 23 research hypotheses are proposed and empirically tested. To achieve this goal, an online-based quantitative research study including 254 questionnaires was conducted. On top of this, a comparison between the consumer´s and producer´s point of view has been addressed. Results reveal that creating individuality is an important intention for consumers to purchase customized sneakers. This is also positively associated with a higher willingness to pay. Regarding the consumer confusion, this work clearly points out that consumers prefer transparent and clean interactions. From a brand loyalty standpoint, this study confirms that the effect on the brand loyalty from mass customisation does not depend on the existing brand loyalty. Beyond this research contribution, it is also offered an interesting view on the practical application of these findings. Specifically, what needs to be done to improve the attractiveness of mass-customized sneakers? How can manufacturers increase the willingness to pay? What is crucial in strengthening brand loyalty through mass customization?