THE IMPACT OF CUSTOMIZATION ON CONSUMER PERCEIVED VALUE

Abstract

This study intends to assess how consumers' perceptions of product value are impacted by personalisation. The aim of the study is to identify the important factors that influence consumers' perceptions of value in the context of customization. These factors include the degree of personalisation, the variety of options, etc. It also contrasts the impact of customization on consumer perception of value across various demographic categories, including age, gender, income, etc., in order to discover whether the effect of customization varies based on demographic criteria. The study will also examine how customization and customer perceived value relate to pricing in order to determine whether the price of personalised goods affects consumers' perceptions of value. A survey will be used to collect the study's data, which will then be examined using regression and factor analysis. The findings of this study will be helpful to businesses in determining how to develop customization options to improve the perceived value by customers and their overall market competitiveness.