Factors Affecting Youth Preferences of Product Customization vs. Standardization: Application on Nike

Abstract

Purpose: The purpose of this research is to investigate Factors Affecting Youth Preferences of Product Customization vs. Standardization: Application on Nike. Methodology: Researchers used secondary data for collecting more information on the research topic (Articles, journals, and books) and primary data for the reason of measuring the relationship between the variables by assessing the results of the conducted Arabic & English questionnaires among 213 participants that consists of 93 Males and 120 Females and the results were computed using the IBM’s statistical package for the social sciences (SPSS) then analyzed by researchers to make the numbers become more meaningful. Findings: The findings indicate that there is a moderate positive relationship between Consumer preference of customization and self-identification and studies that supported the results. They also indicate a weak positive relationship between Consumer preference of customization and perceived risk. In addition, there is a moderate positive relationship between consumer preference of customization and Need for Uniqueness and a consistency with the results and the studies. Correspondingly, there is a moderate positive relationship between consumer preference of customization and Customized Product Quality. Implications: This research recommends for Nikes website to add more creative options for consumers to express themselves such as personality test to connect and get more information about the consumers also suggestion bar for consumers to share their thoughts so Nike can better understand their consumers. For in-store, it’s recommended to add pickup shipping option on the website for people who cannot wait to get their hands on the item, and also for the skeptical and indecisive individuals an AI machine in the store where consumers customize items and try it “Virtual Try-On for Smart Mirrors” to enhance consumer engagement & emotional attachment.