Swensen’s Equity Management on the Context of Mass Customization Marketing

Abstract

Mass customization marketing is a contemporary marketing strategy that is widely used today as a result of differences in behavior and emotions of consumers. The customized products are in a wide range i.e. automobile, kitchen utensils, including food and beverage products. Swensen’s has implemented this strategy in 3 factors, including customer collaboration management, product customization and product design to suit customers in order to promote Swensen's equity. The objective of this study is to test the influence of these management factors on the Swensen's equity by using a causal model from the analysis of data obtained form 300 samples. The sample used in the research was Swensen's customers aged 18 and over. The study found that the packaging design to create a product that is suitable to the customer has a positive influence on the Swensen's equity with the highest value of 0.518, which is higher than the customization of the product to suit the customer with the weight of 0.214.