Tradition Meets Technology: Can Mass Customization Succeed in China?

This study examined Chinese consumers’ responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets.

Tradition Meets Technology: Can Mass Customization Succeed in China?

Kun SongAdvertising Research Foundation

Ann Marie FioreIowa State University

INTRODUCTION

The marketing process is concerned with determining the needs and wants of target markets and satisfying consumers more effectively and efficiently than competitors (Kotler, Armstrong, Saunders, and Wong, 1996). Market segmentation represents a rationale approach that adjusts product and marketing efforts to the requirements of separate market segments.

It is assumed that consumers within each segment have similar needs and wants and, therefore, can be treated with standard products and services. This approach has been challenged as the demands...

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