The impact of mass customisation in the horse-riding boots market. The market, the supply side and the demand side

      Аннотация: The last decade was the flourishment of mass customization, it has the goal to offer a unique product for each customer, answering personal and individual preferences and aspirations at low cost and with a high volume of production. This trend has different implications both on the supply side and on the demand side. The author decides to focus on the horse-riding boots market. Tailored boots are squeezed between traditionalism and demand for novelties, on top of the compliance to sports performances. Having a diverse demand, from professional and frequent riders expecting durability and quality and more fashionable customers, the market is living the shift to mass customization. The author focuses on the impact of mass customisation, and divides the study in three parts, the market, the supply side and the demand side. The research will be mainly on the implications on the consumer, with quantitative surveys, one descriptive, giving an overview of the demand and, one exploratory, emphasizing the perceived benefits of mass customization.

Ключевые слова: Mass Customization, Marketing, demand, customer behaviour, tailored products, one to one marketing