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

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

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.