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.
Table of Contents
1 Introduction, aims & objectives
1.1 Introduction
1.2 Aims and objectives
2 Literature review
2.1 Location-based marketing
2.2 Consumer decision-making process
2.3 Stimulus organism response model
2.4 Influences on consumer behaviour
2.4.1 Cultural factors
2.4.2 Social factors
2.4.3 Personal factors
2.4.4 Psychological factors
2.5 Types of buying behaviour
2.5.1 Complex buying behaviour
2.5.2 Dissonance-reducing behaviour
2.5.3 Habitual buying behaviour
2.5.4 Variety-seeking buying behaviour
2.6 Types of shopper
3 Research questions and hypotheses
4 Methodology and data collection
4.1 Methodological approach
4.2 Sampling approach and data collection
5 Data analysis and results
5.1 Sample size characteristics
5.2 Characteristics users vs. non-users
5.3 Stimulus organism response model
5.4 Mobile advertisement
5.5 Mobile advertisement – Hypotheses testing
5.5.1 Hypothesis – Lifestyle orientation
5.5.2 Hypothesis – Price sensibility
5.5.3 Operating system – Price sensibility
5.6 Respondents’ involvement – Hypotheses testing
5.6.1 Hypothesis – Information gathering
5.6.2 Hypothesis – Purchase across-channels
5.7 Behaviour change by shopping apps
6 Conclusions and recommendations
Research Objectives and Focus Areas
This master dissertation investigates the impact of mobile location-based marketing and services on consumer buying behaviour within the German market, with a specific focus on identifying how mobile devices influence decision-making processes and the effectiveness of advertising.
- Impact of mobile applications and location-based services on purchase decisions.
- Differentiation between users and non-users of shopping applications.
- Determination of consumer involvement and information-gathering behaviour.
- Evaluation of personal and psychological factors influencing mobile ad reception.
Excerpt from the Book
1.1 Introduction
Within the last decade the rise of mobile technologies and mobile applications have had a significant impact on internet information search, data accessibility and availability. The increasing number of enthusiast consumers using their mobile phones for purposes far beyond personal communication represents a high potential advertising market and emerging communication channel (Taylor et. al. 2011:2). When Apple Inc. launched in 2007 the first iPhone it revolutionised not only communication technology by the new design and features, but also a new generation of new mobile applications. Other global players such as Google, Microsoft and Blackberry followed Apple by introducing their own app stores. Consequently, the competition increased and consumers’ choice between the available software programmes has already a significant impact on consumers’ future decision-making processes, in terms of purchase places such as Apple’s App Store and Android’s Play Store.
Four major value-added services categories resulting from the evolution of mobile technologies and mobile applications occurred and consist of information, communication, transaction and entertainment (Kuo et. al. 2009; 887).
The increasing importance and the high economic potential of the mobile economy has a significant impact on organizations marketing strategy and customer relationship management due to the fact that organizations can interact with their customers along the relationship cycle (Aiello 2014; 226). Organizations can tailor and customize product offers based on customer data, in order to attract customers and to retain a long lasting customer relationship. By building a lasting customer relationship superior customer value and satisfaction have to be created due to the fact that satisfied customers are more likely to be loyal customers (Kotler & Armstrong, 2012; 34). Customers’ perceived value results from the differences between customers’ perceived benefits in terms of economic, functional and psychological, and the required invested resources from customers’ perspective consisting of monetary,
Summary of Chapters
1 Introduction, aims & objectives: Outlines the rise of mobile technology and defines the research objectives regarding the impact of mobile marketing on buying behaviour.
2 Literature review: Provides the theoretical foundation, covering location-based marketing, decision-making models, and factors influencing consumer behaviour.
3 Research questions and hypotheses: Formalizes the research questions and specific hypotheses concerning mobile advertising effectiveness and user information gathering.
4 Methodology and data collection: Describes the descriptive research design, the selection of the German market, and the mixed-method approach using surveys and interviews.
5 Data analysis and results: Presents the empirical findings, including hypothesis testing and the segmentation of users versus non-users of mobile shopping apps.
6 Conclusions and recommendations: Summarizes the key insights and offers strategic advice for organizations regarding mobile marketing implementation and future research.
Keywords
Location-based marketing, mobile advertising, consumer buying behaviour, shopping apps, decision-making process, consumer involvement, German market, mobile technology, information search, price sensibility, lifestyle orientation, cross-channel purchase, consumer perception, digital marketing, mobile commerce.
Frequently Asked Questions
What is the primary focus of this research?
The research investigates the influence of mobile-based location marketing and shopping applications on the consumer decision-making and buying behaviour of individuals in the German market.
What are the core thematic fields of this work?
The work covers mobile technology adoption, consumer decision-making stages, the Stimulus-Organism-Response (SOR) model, and the differentiation between users and non-users of shopping applications.
What is the central research question?
The primary research question is to identify the key success factors for attracting new potential customers through mobile advertising and whether mobile-driven information gathering differs significantly from passive ad exposure.
Which scientific methodology is applied?
The research employs a quantitative methodology, utilizing descriptive and exploratory research designs, including primary data collection through online surveys and face-to-face interviews analyzed with SPSS.
What topics are discussed in the main part of the thesis?
The main part reviews theoretical literature on consumer behaviour and technology adoption, defines specific research hypotheses, and presents a detailed empirical analysis of survey data gathered from 390 respondents.
Which keywords define this dissertation?
Key terms include location-based marketing, mobile advertising, consumer behaviour, shopping apps, and decision-making processes.
How do shopping app users differ from non-users in their information search?
The findings indicate that users of shopping apps demonstrate a higher level of active involvement and are more likely to perform information searches across multiple channels before making a purchase.
What role does price sensibility play for mobile app users?
The research reveals that users of shopping applications tend to show higher price sensibility, often utilizing apps to search for discounts, vouchers, and comparative product pricing.
- Citar trabajo
- Daniel Meyer (Autor), 2013, Impact of location-based services on consumers’ buying behaviour, illustrated by the German market, Múnich, GRIN Verlag, https://www.grin.com/document/299774
