Horizon Inc., an automobile designer and developer, conducted a survey to understand customer requirements. With the help of the survey data, the company has manufactured cars that suit the needs of its customers. Its newly designed cars are integrated with an advanced technology that lets customers choose the color of the interiors. The company has also designed touchscreens to control the navigation and climate in the cars. Which of the following concepts has Horizon Inc. employed?
A)Green marketing
B)Place marketing
C)Mass customization
D)Form utility

Question

Quizplus · Accepted Answer

Horizon Inc. has employed the concept of mass customization, which involves tailoring products or services to suit the specific needs and preferences of individual customers. By conducting a survey to understand customer requirements, the company has gathered data that has been used in the design and development of cars that meet the needs of its customers. The technology that lets customers choose the color of the interiors and the touchscreens for controlling navigation and climate are examples of how the company has customized its products to meet the individual needs of its customers.