Attitudes Toward Apparel Mass Customization: Canadian Consumer Segmented by Lifestyle and Demographics

Hala Hawa ()
Additional contact information
Hala Hawa: Hawahat Inc.

A chapter in Customization 4.0, 2018, pp 671-684 from Springer

Abstract: Abstract The widespread of the Internet and mobile applications among consumers made it possible for them to access markets otherwise inaccessible. Manufacturers became able to reach consumers directly, thus reshaping their shopping experience. Technological advances in apparel manufacturing and e-commerce made apparel mass customization available to consumers online. Online clothing sales are rising in Canada and the USA, and so is the trend of customizing and personalizing products. However, relevant studies on consumer attitude and adoption and lifestyle segmentation are very limited in general and missing the Canadian market. Moreover, none included dress social tendency as segment. This qualitative study is the first to explore the uptake of apparel mass customization online by Canadian consumers and identifies its ideal target market using multilayer consumer segmentation. This multilayer segmentation is also the first to apply the dress social tendency theory in conjunction with clothes shopping behaviour and demographic data that includes body mass index (BMI). Data collection methods include an interview and a questionnaire. The sample consists of thirteen (13) participants, aged 21–65, 8 females and 5 males, from various cultural backgrounds, all residents of Ottawa, Canada’s capital. This study provides Canadian consumer attitudes toward apparel mass customization and identifies characteristics of its ideal target market. Its methodology and findings contribute as the basis for a large-scale quantitative study applicable to various global markets including that of Canada. The findings would be of interest to apparel mass customization management and marketing executives and user experience researchers and designers.

Keywords: Attitudes; Consumer segmentation; Social tendency; Shopping behaviour; Apparel mass customization; Canadian consumer; BMI (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-77556-2_43

Ordering information: This item can be ordered from
http://www.springer.com/9783319775562

DOI: 10.1007/978-3-319-77556-2_43

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().