Impact of location-based services on consumers' buying behaviour, illustrated by the German market

Business & Finance, Marketing & Sales
Cover of the book Impact of location-based services on consumers' buying behaviour, illustrated by the German market by Daniel Meyer, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Daniel Meyer ISBN: 9783656962267
Publisher: GRIN Publishing Publication: May 15, 2015
Imprint: GRIN Publishing Language: English
Author: Daniel Meyer
ISBN: 9783656962267
Publisher: GRIN Publishing
Publication: May 15, 2015
Imprint: GRIN Publishing
Language: English
Master's Thesis from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2.0, University of Plymouth (Business School), language: English, abstract: Consumers' environment has always been influencing consumers' decision-making processes. With the end of the seller dominated marketing approach and the rise of a customer orientated marketing approach, at the end of the 1960's, the significance of marketing communication increased, in order to inform consumers and to establish a customer relationship. The dissemination of new technologies and innovations such as colour television, home computer and the internet has contributed to an increasing benefit for consumers and organizations. Consumers' choices increased in terms of product variety and hence the complexity of consumers' decision-making processes rose. Therefore, it has been ever since relevant for marketers to analyse and evaluate consumers' decision-making processes and consumers' behaviour. With the evolution and diffusion from mobile phones to smart phones a newdf horizon for consumers opened and a new dimension to mobile devices added, consisting of the accessibility and availability of information regardless location and time. Consequently, consumers' decision-making processes have been influenced and the relevancy of mobile-location based marketing and related services for consumers and organizations increased. The present master dissertation constitutes on the increasing importance of mobile location-based marketing and services. The objective is to investigate the impact of location-based services on consumers' buying behaviour which is significantly impacted by consumer-decision making processes. Therefore, relevant theoretical models and theories concerning consumers' decision-making process and buying behaviour are described and evaluated. Furthermore, primary data is collected via online questionnaires and face-to-face interviews, in order to conduct an empirical analysis. The results reveal that consumers' requirements, towards mobile-location based marketing including location-based services such as shopping apps and mobile advertisement, are segmented. It is identified that technology affine consumers are more likely to purchase across-channels. Further, these consumers show a higher acceptance of stimuli conveyed by mobile advertisement. Personal and psychological factors such as price sensibility, lifestyle orientation and consumers' involvement are identified as impacting factors on consumers' decision-making process within this research.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Master's Thesis from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2.0, University of Plymouth (Business School), language: English, abstract: Consumers' environment has always been influencing consumers' decision-making processes. With the end of the seller dominated marketing approach and the rise of a customer orientated marketing approach, at the end of the 1960's, the significance of marketing communication increased, in order to inform consumers and to establish a customer relationship. The dissemination of new technologies and innovations such as colour television, home computer and the internet has contributed to an increasing benefit for consumers and organizations. Consumers' choices increased in terms of product variety and hence the complexity of consumers' decision-making processes rose. Therefore, it has been ever since relevant for marketers to analyse and evaluate consumers' decision-making processes and consumers' behaviour. With the evolution and diffusion from mobile phones to smart phones a newdf horizon for consumers opened and a new dimension to mobile devices added, consisting of the accessibility and availability of information regardless location and time. Consequently, consumers' decision-making processes have been influenced and the relevancy of mobile-location based marketing and related services for consumers and organizations increased. The present master dissertation constitutes on the increasing importance of mobile location-based marketing and services. The objective is to investigate the impact of location-based services on consumers' buying behaviour which is significantly impacted by consumer-decision making processes. Therefore, relevant theoretical models and theories concerning consumers' decision-making process and buying behaviour are described and evaluated. Furthermore, primary data is collected via online questionnaires and face-to-face interviews, in order to conduct an empirical analysis. The results reveal that consumers' requirements, towards mobile-location based marketing including location-based services such as shopping apps and mobile advertisement, are segmented. It is identified that technology affine consumers are more likely to purchase across-channels. Further, these consumers show a higher acceptance of stimuli conveyed by mobile advertisement. Personal and psychological factors such as price sensibility, lifestyle orientation and consumers' involvement are identified as impacting factors on consumers' decision-making process within this research.

More books from GRIN Publishing

Cover of the book Metaphor and Literariness by Daniel Meyer
Cover of the book Unique IT environment of Ukraine by Daniel Meyer
Cover of the book Research on interoperability within development processes of Embedded Systems on an example by Daniel Meyer
Cover of the book 'Ywain and Gawain' and Chrétien de Troyes' 'Yvain: The Knight of the Lion' in contrast by Daniel Meyer
Cover of the book The Linguistic Variation in Jamaica by Daniel Meyer
Cover of the book Fossil fuels in international energy policy: China's oil diplomacy in sub-Saharan Africa by Daniel Meyer
Cover of the book Does the Single EU Market Really Require a Single Currency? by Daniel Meyer
Cover of the book Comparison between Bertolt Brechts 'Der gute Mensch von Sezuan' and Robert Louis Stevensons 'The strange case of Dr. Jekyll and Mr. Hyde' by Daniel Meyer
Cover of the book Process Ability Enhancement of false Banana Fiber by Daniel Meyer
Cover of the book European Identity and EMU by Daniel Meyer
Cover of the book Gestión del conocimiento para la transformación. Territorios inteligentes como alternativa para el desarrollo by Daniel Meyer
Cover of the book Business Plan: Reusable Ballerinas for Discos by Daniel Meyer
Cover of the book The portrayal of African-American religion and the black church in James Baldwin's 'Go Tell It On The Mountain ' by Daniel Meyer
Cover of the book Unilever Case Study by Daniel Meyer
Cover of the book Brad Anderson: 'The Machinist' - A Film Review by Daniel Meyer
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy