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 Paulina - witch, shrew or obedient wife? by Daniel Meyer
Cover of the book The role of monstrous bodies in Tod Browning's FREAKS by Daniel Meyer
Cover of the book Violence and Consumerism in Bret Easton Ellis's 'American Psycho' and Chuck Palahniuk's 'Fight Club' by Daniel Meyer
Cover of the book An analysis of a sample of persuasive language Martin Luther King, Jr.: I Have a Dream by Daniel Meyer
Cover of the book Population growth and poverty by Daniel Meyer
Cover of the book 'A Streetcar Named Desire' by Tennessee Williams, Scene Nine - An Analysis by Daniel Meyer
Cover of the book Análisis del personaje de Calírroe en 'Quéreas y Calírroe de Caritón' de Caritón de Afrodisias by Daniel Meyer
Cover of the book Implications of the ageing population on the pharmaceutical and the tourism industry from a marketing point of view by Daniel Meyer
Cover of the book Contact linguistics: The Contact Situation between Americans and Hispanics in the South of the United States: A Linguistical and Sociolinguistical Approach by Daniel Meyer
Cover of the book A Comparative Analysis of the Total Cost of Ownership Approach in Sourcing Decisions by Daniel Meyer
Cover of the book Unterrichtsstunde: Verfassen eines Analog-Gedichts zur Förderung des kreativen Umgangs mit Sprache (Deutsch, 4. Klasse) by Daniel Meyer
Cover of the book Anglicisms in German by Daniel Meyer
Cover of the book Disney's creative contribution to US-American World War 2 propaganda and its effect on the citizens' attitude towards war by Daniel Meyer
Cover of the book The Woman in the American Family by Daniel Meyer
Cover of the book The representation of British India in literary from 1772 to 1976. A comparison of 'The Painter of Sign' and 'Untouchable' 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