A mass custom design approach is readily available for the delivery of quality affordable homes today. However, in reality, homebuilders tend to follow routines in their way of doing business and to be reluctant to apply (or buy) such innovative design (and construction) approaches to their housing developments. Their buying behaviour towards the adoption of a new product or service was surveyed by reviewing organisational (or industrial) buying behaviour. The author found that industrial buyers tend to cut down the
information search for nonprogrammed decisions to determine whether or not to buy an unfamiliar product or service; thus, the organisational buying decision-making process may need to be well programmed. Accordingly, in
conjunction with the concept of mass customisation, this paper proposes a new choice model that helps homebuilders understand the true value of innovative
design and construction.