Mass Customization is a process in which mass production as well as individual customer expectations of a product are taken into consideration. A standard product that can be adapted to meet the customer’s individual needs is produced. This adaptation generally incurs minimal effort for the company. An example is a company with a website on which the customer can have a t-shirt printed according to their individual wishes.
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The mass customization process also contributes to the company’s marketing research because individual customer orders give the company insight into a wide range of customer data and customer needs. Online registration and newsletters encourage customer loyalty.