Exploring the impact of customized products and perceived product uniqueness on consumer purchase intention: A Review
DOI:
https://doi.org/10.29070/s56xex76Keywords:
Product customization, Customized products, Perceived product uniqueness, Consumer purchase intention, Mass customization, Consumer behaviourAbstract
The global economy changed from mass production to a customer-centric economy that is focused on personalisation and preferences, thanks to recent digitalisation, technology enhancements and growing consumer expectations. Now businesses can compete by providing customised products to satisfy customer needs, lifestyles and self-expression. This review study aims to integrate the existing consumer behaviour, marketing and product customisation literature to investigate the relationship between customised products and perceived product uniqueness on customer purchase intention. The paper emphasises the potential for mass customisation and consumer co-creation to increase customer involvement, emotional involvement, perceived value and brand engagement. The perceived product uniqueness, the need for originality and distinctiveness of the product in the eyes of the customer, affects the intention to buy customised products. The research also includes the role of customer psychographics, product quality, advertising effectiveness, and brand image on purchase intentions. The review revealed that use of customised products enhances the satisfaction, originality and emotional involvement of the customers, which boosts purchase intention of the brand. When it comes to buying, customers prefer personalised products over regular ones, because of their preference for creativity, distinction, and self-expression. Personalization has become more popular and convenient with cutting-edge digital solutions, such as artificial intelligence, augmented reality, virtual reality, and ecommerce customisation platforms. The study provides an explanation for the relationship between customisation and purchase intent which enables marketers and organisations to develop successful personalisation strategies in more competitive and dynamic industries.
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