'Have it your way' overpowers the marketplace-spun

'Have it your way' overpowers the marketplace
CHICAGO - Blame it on Starbucks. Consumers appear to be researching ways to personalize everything they're buying. It's not only picking apps for his or her phones, special touches for their shoes or music for his or her iPods, but down to customizing everything from mashed potatoes to the water they drink.
Alexander Chernev, an associate professor of marketing at Northwestern University's Kellogg School of Management,[url=http://duveticadoudoune.halod.com/][b]Femmes Doudoune Duvetica Pas Cher[/b][/url], said consumers derive "additional utility or value" in doing something themselves. Chernev,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers vest outlet[/b][/url], who studies consumer behavior, calls it "the Ikea effect" because buyers get to assemble their own furniture.
Manufacturers have always developed products depending on consumer tastes, Chernev said. But as preferences became highly fragmented, companies decided that the perfect solution was to outsource the customization to consumers themselves.
For instance, Heinz scored a hit in 2008 with a line of frozen potatoes that moms could steam in the microwave. The associated insight was this: No one loves to peel, everyone wants to mash, and moms feel happier about putting something up for grabs when it features a personal touch. Heinz offers suggestions about the package, and much more suggestions online, for "making it your own."
It's almost not a new trend. Apple with its iPods and computers, Harley-Davidson with its motorcycles,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers outlet jackets[/b][/url], Nike with its NikeID shoes that allow customers to personalize their choices online, in addition to Starbucks and Coca-Cola have been particularly skilled at creating items that let consumers alter these phones their own tastes.
The concept has accelerated for 15 years approximately and appears to be gaining momentum, notably in beverages.
In February, Kraft, the Northfield, Ill.-based food giant,[url=http://peutereyjacketsuppliers.webmium.com/][b]Peuterey Jacket Peuterey Jacket Manufacturers Peuterey Jacket[/b][/url], introduced its first new brand because the DiGiorno pizza line in 1995: MiO,[url=http://duveticadoudoune.halod.com/][b]http://duveticadoudoune.halod.com/[/b][/url], a squeeze bottle of flavoring along with a dropper priced at $3.99 which allows consumers to doctor their water to taste with such flavors as strawberry-watermelon and pomegranate.
"Consumers are really looking to get their personal tastes reflect in all things they do and taking advantage of,[url=http://duveticadoudoune.halod.com/][b]Doudoune Duvetica[/b][/url]," said MiO senior brand manager Liza Laibe. It is really important for millennials,[url=http://giuseppezanottisneakerssale.webmium.com/][b]giuseppe zanotti men's sneakers Giuseppe Zanotti Official Outlet Shoes for Sale[/b][/url], which Kraft pegs as those age 18 to 39.
Laibe declined to say just how much could be spent to promote MiO but said television ads will begin airing later this month. Kraft will even hand out 100,000 samples through MiO's Facebook page.
A current Coca-Cola innovation may be the Freestyle machine that lets customers make more than 100 different beverages by adding flavors like lemon, orange or raspberry to their Diet Coke or Dasani water.
Experts trace the drink phenomenon to Starbucks, which pioneered modifiers like "no-whip," "double shot" and "nonfat" towards the masses in early 1990s, effectively removing the stigma attached to complicated orders.
As a result of Starbucks' success, customization became the rage. Burger King returned to popularity in 2006 in part by reminding patrons to "Have it the right path."
Sometimes, marketers might take the popularity too much. Chernev pointed to a recent ad that encourages consumers to state themselves via their selection of flavored coffee creamer.
As the proliferation of choices might seem extreme, companies are answering the requirements of her generation,[url=http://duveticadoudoune.halod.com/][b]Femmes Doudoune[/b][/url], said Sophie Grimm, a 23-year-old student at Roosevelt University's Chicago College of Performing Arts.
"Our generation has this sense of entitlement," she said. "It's not only 'the customer is definitely right,[url=http://peutereyjacketsuppliers.webmium.com/][b]Peuterey Jacket[/b][/b][/url],' but 'I'm always right.'"
Sometimes turning over too much choice to the consumer can backfire.
That's among the problems with MySpace, said 24-year-old Jered Montgomery of Chicago. The social media site, he said, gave users an excessive amount of treatments for the way in which their pages look.
Facebook, in comparison,[url=http://woolrichdeutschlandarcticparka.albirank.net/][b]woolrich deutschland women online shop[/b][/url], boxes information in one basic template while also giving users just the right quantity of autonomy to customize their pages, said Montgomery.
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