Abstract: This study aims at identifying the basics of mass customization strategy in shareholding industrial companies in
Jordan, and the requirements for its application. And to determine the impact of a set of factors on the application of this strategy. The data required for this study has been gained from two sources:
the first is represented in the books, studies and previous research,
while the second was field study. All the shareholding industrial companies registered in Amman financial market were surveyed. The number of these was (78). For the purpose of this study a predesigned questionnare has been distributed on managers working
in these shareholding industrial companies. At the end of this
study, the researcher reached the following results: 1. The managers knew highly the following factors as major
determenants for the application of mass customization strategy: availability of customer relationship management, the level of customization required in the product by customers. While it was
moderate for the factors: the customer s changing pattern of
consumption, customer s willingness to buy products that has been
formed according to their desires.
Keywords: Consumption Style, Marketing Activities, Mass Customization Strategy, Industrial Firms, Customer.