In housing, mass customisation is increasingly seen as a useful innovation for promoting customer satisfaction and thus
for contributing to the long-run sustainability of the housing industry. A major stimulus has been the escalation in competition
among housing developers in response to the increase in housing consumers’ want for individuality in their
purchased properties. However, in the absence of confirmatory evidence, the presumed consumers’ want for individuality
has remained only as a perception until now. In quest for the evidence, an empirical investigation was conducted
recently through a questionnaire survey that involved housing consumers, both existing owners and prospective purchasers,
in four centres of population across Peninsular Malaysia. This paper presents the findings from the survey. The
evidence that was found supports the conclusion that mass customised housing is very much a way forward in
Malaysia. The findings show that while buyers’ dissatisfaction with current developer-delivered housing has led to a
desire or preference towards customised house, buyers’ satisfaction with existing situation has not weakened the desire.
In the context of Malaysia, this study is important to the development of mass customised housing since it has examined
market readiness on the demand side, one of the critical criteria for the concept to be successful in the country.
Keywords: Mass customisation, housing, Malaysia
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