Purpose – This paper seeks to develop a conceptual model that enables understanding of consumer purchase decisions in relation to the first customized products, including steps of the decision process, determinants, and consequences of each step. Design/methodology/approach – The classic grounded theory approach was used. Findings – The study found that the process consists of six steps called knowledge learning and preliminary information searching, problem recognition, budget setting, detailed information searching and solution creating, purchase involvement, and use and post‐purchase. The process is distinct from the process of traditional models of consumer decision mainly from three aspects: the process starting from “knowledge learning and information searching”, not from “problem recognition”, while “problem recognition” is the second step; information searched in the process mainly on components of products, with little on products; and the process includes a step “solution creating”, but without steps “alternative evaluation” and “choice”. The consequences of the first step consist of knowledge mastered, market information acquired, pre‐decisions, perceived value of customized PC, positive attitude towards customized PC, and self‐confidence, which are the main determinants of the following steps. Besides these determinants, others included are interest, curiosity, work with computers as tools, sources of knowledge and information on PC, and income. Practical implications – The study provides a foundation for future quantitative research on determinants of consumers' purchasing the first customized products and provides insights into marketing: for example, target consumers of customized PC are characterized at least by having great self‐confidence in their capability to make an effective decision in purchasing customized PC, and having mastered enough PC knowledge. Originality/value – Across a variety of domains, consumers are demanding increased customized products. While consumer decision making has become a prominent research topic in various fields of marketing and consumer science over the past decades, surprisingly little research has examined consumer purchase decisions in relation to the first customized personal computer (PC) and factors influencing such a process. The study may fill this gap.
