Australian customer willingness to pay and wait for mass-customised products

98% of manufacturers in Australia are small-sized firms and Australia has a high rate of income compared to the other countries. Hence, it can be hard for local manufacturers compete with large international companies. Moreover, customers are no longer happy with mass-produced products and they prefer a product that is manufactured according to their needs. Local manufacturers due to being close to their customers can adopt mass-customised manufacturing processes easier than the international companies. In my research, I assessed Australian customer readiness for purchasing mass-customised products. The outcome is potentially beneficial for Australian manufacturers who are contemplating moving into mass-customisation.