Mass customization and a research for dealers in automobile sector

Production means achieving a product or a service by employment, material and equipment. Up to now, production has developed depending on increase in communication speed, technological improvements, specialization and variety of product and service. Today, besides the technological improvements, consumers buying the product or the service has become more conscious because of the innovations in communication technology. Consumers try to compensate their desires and needs completely and try to find the suitable product or service for themselves. Consumers' efforts have led the companies produce the suitable products and services much more rapidly and with a lower cost in accordance with the consumers' desires and needs. Companies have developed mass customization, in which consumers receive any thing they want, at any time and anywhere, by any way and at any price that they can afford. Mass customization not only customize products and services but also presents private applications in price, place and promotion of the product or service. The study in this thesis consists of three chapters. In the fist chapter, concept and dimensions of mass customization are explained. The second chapter is related with the application of the efforts on product, price, place and promotion in mass customization. In the third chapter, there is a research on dealers in automotive sector which apply mass customization.