the 32bit installer from https://www.mozilla.org/en-US/firefox/new/ does not allow custom install
users are directed to that website for downloads that allow custom install. the 32bit installers there do not allow custom install; when launched, they just do an install in the windows c drive with no interactive input
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See whether you can get a full installer from this page:
https://www.mozilla.org/firefox/all/
Maybe the URLs in this article need to be updated: Custom installation of Firefox on Windows ?
The recommended location is called "Advanced install options & other platforms"