TÜKETİCİNİN POSTMODERNİZMLE DEĞİŞEN ROLÜ: ONLİNE ÜRÜN KİŞİSELLEŞTİRMESİ ÜZERİNE BİR UYGULAMA
THE CHANGING ROLE OF CONSUMER THROUGH POSTMODERNISM: AN APPLICATION ON ONLINE PRODUCT CUSTOMIZATION

Summary/Abstract: The change in consumer needs and preferences with postmodernism has revolutionized the production processes. ‘Production for everyone’ approach of the mass-production has given a place to mass-customization. Integration of mass-customization and Internet/Information Technologies (IT) has led to widespread of web based customization applications. This new production approach gives an opportunity to consumers to design new products in the way they want. The purposes of this study are to obtain information about the online product customization behavior of the consumers live in Turkey and to reveal how customized product categories are shaped based on consumers’ demographic characteristics. In this context, 312 surveys obtained from online survey method analyzed with SPSS 20. The findings show that consumers mostly customize clothing, accessory and book/calendar/invitation products respectively. In addition to this, the consumers who separated different groups based on the demographic factors which are gender, age, education and level of income, prefer different product types that relevant to their interests; moreover, these consumers differentiate from each other in terms of participation to online customization except gender.

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