Customisation – moving customers away from the dull conformity of brand loyalty

Abstract

Purpose The purpose of this research is to examine consumers' perception of the difference between customised/modified products and brand stereotypes, and the extent of brand's impact on consumers' decisions to customise their purchases. Current literature is rife about the shift from the dominance of brands in directing consumer choice to the contemporary ascendancy of individualism reflected in customising products. Design/methodology/approach A structured questionnaire containing 23 variables relating to brand perception and customisation was administered to more than 500 random shoppers leaving two shopping centres in an Australian city during a two‐week period. Results were used to con..