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Pleasing the Indian Consumer

 

Mass customization for Indian consumers is a good idea or not ?

Created by : Akhilesh Majumdar, Logistics Manager, Tesco  | 08 21 2008 13:03:28 +0000
Industry : Retail Chain/LogisticsFunctional Area : Branding(Sales & Marketing)
Keywords : Not Idea INDIAN Consumers Mass Customization
Activity:  580 views;  last activity : 07 06 2010 20:18:09 +0000
Mass customization is the talk of the town. So do we all want to participate in making our own stuff? Or is mass customization ultimately limited in its appeal? Is this a viable solution. Lets discuss on this
  
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Mass customization according to me is not possible in most of the industries. Especially in India where the consumers differ greatly in their culture, preferences etc. It sounds simple , but is going to be a difficult task to implement.
By Vijay Sharma, Logistics Manager, Reliance retail  08 21 2008 13:04:33 +0000
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mass communication is a good idea becoz as brand makes a space in the minds of the consumer, for eg, raymonds suiting & shirting tragets the premium class and this brand is being purchased by the purchased the off targets ( middle class ) specially at the wedding season. besides,there is always a shift by  a consumer from one level to the other. 
By Kanika Dalmia, M.B.A student , Regional college of management , Bhubaneshwar  | 12 08 2009 16:16:57 +0000
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I know that many companies like Adidas and other life style companies and looking into mass customization to attract customers. I think it’s a viable strategy and more companies will surely adopt this strategy in the future
By Akhilesh Majumdar, Logistics Manager, Tesco  | 08 21 2008 13:03:28 +0000
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I agree with vijay that mass customisation is not possible , because both the words , mass & customisation are of contrasting nature . What some companies are doing is probably creating a niche.
By Manish , Sales Executive/Officer, Heinz india  | 07 11 2009 15:29:04 +0000
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