Exploring the Impact of Customized Products on Consumer Purchase Intention: An Empirical Study
DOI:
https://doi.org/10.29070/vjmsfb52Keywords:
Customized Products, Consumer Purchase Intention, Product Uniqueness, Perceived Value, Consumer Characteristics, Social Influence, Product Customization, Consumer Behaviour, PersonalizationAbstract
Product customization has emerged as an important strategy for responding to changing consumer preferences and increasing demand for personalized products. With a focus on personalised product features, perceived product value, perceived uniqueness, consumer traits, and social influence, this research experimentally investigates how personalised goods affect consumers' desire to buy. Three hundred and eighty-five customers in Ghaziabad, Uttar Pradesh, were surveyed utilising a five-point Likert scale questionnaire as the main data source for this descriptive and empirical study. Statistical methods such as descriptive statistics, multiple regression, Pearson correlation, Cronbach's Alpha, and percentage and frequency analysis were used to examine the data. With mean ratings between 3.92 to 4.16, the results show that respondents had positive impressions of personalised items. From 0.789 to 0.858, the measurement scales showed good internal consistency according to Cronbach's Alpha. Consumers' desire to buy was positively and significantly correlated with all research variables. Statistical analysis revealed that the regression model was meaningful (F = 107.024, p < 0.001) and that it accounted for 58.4% of the variation in purchase intention (R² = 0.584). Consumer traits (β = 0.198), perceived product originality (β = 0.245), perceived value (β = 0.286), social influence (β = 0.154), and customised product aspects (β = 0.312) were the highest predictors of purchase intention. All five hypotheses were supported. The findings highlight the importance of personalization, perceived value, uniqueness, consumer characteristics, and social influence in shaping consumers' intention to purchase customized products.
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