Consumers Driven By Customization Essay

Consumers Driven By Customization Self-expression has increasingly become an important part of society and is best facilitated by the ability to personalize the products we invest in. Whether it is a pair of shoes or a brand new laptop, individuals want to customize the products they buy to best fit themselves. Almost everything we own has been tailored to our interests. It may be as simple as a desktop background, or as complex as the processor in a computer, nonetheless it adds a personal touch. Manufacturers have begun to broaden the range of external product customization to increase aesthetic appeal. For example, the recent release of the iPhone 5c allows consumers to choose from a variety of colors. This adds an element of uniqueness and allows the individual to “make it their own”. On a more detailed level, car manufacturers enable customers to modify automobiles to meet their specific needs. One can adjust the engine size to increase or decrease the speed and power of the car, or alter the interior to have a more luxurious feel. Furthermore, if the buyer is a lover of music, they will most likely be interested in an improved sound system. Companies have made it so that individuals can literally handpick features they desire in a vehicle. Consumers are able to make products fit their interests instead of conforming to a single configuration. Although companies allow for customization of their products, they must limit it to a certain extent. Aside from a manufacturing standpoint, a main reason for this limitation is that consumers do not necessarily know what they desire without a specific set of options. “Psychology presents an alternative and more liberal approach to decision-making: Consumers do not necessarily know what is best for them; rather, they view all the alternatives and make choices based on previous experience, current affective states or future expectations” (Dellaert and Stremersch). This is not to say that consumers are unintelligent, rather that the average individual does not have the knowledge to effectively choose every aspect of a product. For example, every processor on the market is not available as an option when customizing a computer on Dell’s website. To simplify the process, Dell will limit the options to three or four, thus enabling the consumer to make a decision. The concept of limiting options for personalization mainly applies to technical specifications rather than aesthetics. When it comes to outward appearance, people generally prefer as many possibilities as one can imagine. Because people commonly do not walk around proclaiming their interests, they often express themselves via what they wear or what they own. “To match consumers’ individual aesthetic preferences, consumers should be offered a great extent of aesthetic mass-customization. Then, the product can be aesthetically customized to fit one’s unique taste and reflect one’s identity” (Mugge and Brunel and Schoormans 625). Just having a blue phone does not say much about ones personality. However, a phone case depicting a favorite T.V show or band begins to represent the owner. Not only do products like this embody the owner’s interests, they also attract like-minded people. Those with similar interests are likely to be drawn together by their parallels. The video game industry is another incredible illustration of how customization has taken root in society. For instance, the creation of avatars is a brilliant display of self-expression. These avatars are often projections of how individuals view themselves or representations of what they wish they could be. The Wii gaming console uses the concept of avatars, or miis, not only to add a personal touch to a profile but also as playable characters. Players can create a mii and control it in games such as Wii Sports and Wii Fit. Avatars also appear on the Xbox 360 console. Though they lack functionality, they can strongly represent the interests of the player.

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