Alignment of the Success Factors of Mass Customization with the Marketing Environment of the Ethiopian Leather Garment Industry
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Date
2014-05
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Addis Ababa University
Abstract
This research was conducted to look in to the concept of mass customization and the alignment of the success factors of mass customization in the context of Ethiopian leather garment marketing environment. The main purpose of the research is investigating the Ethiopian leather garment industry condition on the success factors of mass customization. The researcher was used descriptive research design to gather and analyses the questioner and interview data in order to answers the research questions. The data was collected from five of Ethiopian leather garment companies located in Addis Ababa. The salespersons, leather garment operators and marketing managers were participated to acquire the research empirical verifications. The data was analyzed using descriptive statistical methods. The descriptive analysis shows that the Ethiopian leather garment companies operating both mass customization and mass production and they are operating transparent mass customization approach. Farther more the result shows the Ethiopian leather garment marketing environment is compatible with some of the success factors of mass customization and not-compatible with some of the success factors of mass customization. The participants of the research agreed that all of the success factors of mass customization should be present to acquire the success of mass customization except market condition. Finally the study try to identify the appropriate business strategy that the Ethiopian leather garment companies better to follow mass customization in order to get customers satisfaction as well as firms profitability.
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Keywords
Mass Customization, Success Factors, Compatibility