PRINCIPLES OF MARKETING-1

SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

KIRIT P. MEHTA SCHOOL OF LAW, INDORE

B.B.A. LL.B. – SEMESTER-I [2020-25]

PRINCIPLE OF MARKETING RESEARCH WORK

TOPIC- ENGAGING THE ENGAGED CUSTOMER; ANALYSIS ON MOBILE

RETAILER APP

SUBMITTED TO: SUBMITTED BY:

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Dr ANKITA DONERIYA VISHWAS NAGORI

SAP I’D: 81022019539

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TABLE OF CONTENT

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ABSTRACT

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INTRODUCTION

Trends in retailing business have changed tremendously in recent years. With the help of
development in Internet and online channel the presence of mobile channel in digital
marketing has become so strong and firm. This has changed the behaviour of consumers
immensely. Now consumers can research and get to know which product is best for their
need and the changes in technology has also made shopping easy. Consumes can shop
anywhere at anytime as per their convenience.

Mobiles phones are so common now a days that almost everyone has a mobile phone in their
hand and the usage of mobile phone is so increased that it has become an integral part of
one’s life and a basic necessity in daily routine. The functions of mobile phones are
developing day by day. Mobile phones can do more than just calling now a days. They are
used for a wide variety of functions and online shopping is one of them.

Consumers now-a-days are connected and well acquainted with different mobiles and
technologies like that. They are smarter and more connected with the recent trends in almost
all of the products. These smart consumers can easily judge the product of their need and
shop for it anytime. They now challenge the retailer to keep up with their needs and demands.
They are more cautious towards the consumer experiences and services.

These smart and well-acquainted consumers may choose for different options available. It is
easier for them to shift and change retailers. This has made competition between the retailers
intense and cut-throat. The main challenge between the retailers is to grab and hold the
attention of these volatile consumers who keep changing the retailers with a touch of their
fingertip.

The channels to interact with consumers are developing and changing day by day. This
attraction towards technology and learning more about it is changing the behaviour of
consumers. The strategy and plans for a retailer or manufacturer to grab a firm position in
market are now changing rapidly as they need to satisfy the needs of the volatile consumers
to keep existing in market. Now they put major efforts in understanding the change in
behaviour of these consumers because of technological advancement. This research paper
attempts to study the change in consumer behaviour towards these technological changes and
Strategies used by manufacturer to keep connected with these consumers.

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Research Objective
From this research paper authors seeks to find the changes in buying behaviour of consumers
and the ways they are using the mobile ways to change the aspect of digital marketing.

This study also aims to find the changes in strategy used by manufacturer to sell their product
and keep the consumer connected.

This study seeks to find the changes in market and marketing tactics because of mobile phone
and retailer apps

Research Questions
Some specific to which this research attempts to answer are as follows:

1. What are behavioural changes found in consumers after the use of mobile phones for
shopping?
2. What are the activities done by consumers on their mobile phones related to shopping
and finding new products?
3. What are the challenges faced by consumers while shopping online with their mobile
phones?
4. How does the consumer’s decision-making process is changed because of mobile
phones?

Research Hypothesis
From doing window-shopping to do shopping on your fingertips, this world has changed a lot
and these changes have affected the market and shopping both in positive and negative ways.
Consumers are now more literate and cautious about their needs. They regularly research,
analyse and surf the net for the product which can fulfil their needs more effectively. Mobile
phones are now used as shopping assistants and this has changed the way of interaction
between consumers and sellers and this change has impacted a lot on the buying behaviour of
consumers.

These new changes have changed the realities for the retailers and the main challenge they
face is to keep themselves constantly connected with the consumer no matter where they are
and which device they used. Engagement of the consumers have changed thoroughly and
companies constantly thrive to find out who their consumers are?

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This study has been done by keeping in mind that companies are adjusting themselves with
the new challenges imposed by the technology and the technology is a key factor in driving
the marketing sector. Author in this paper has assumed that companies are in habited with the
new realities and the marketing strategies are altered with the new realities.

Research Methodology

` The study done in this research paper is conceptual and based on secondary data available in
various journals, articles, books and previously done research papers. As a result, for
conceptual study the ideas of this research paper are drawn by author’s own opinions and
interpretation of these texts. Ideas and thoughts of various reputed authors and reports from
government surveys are also acknowledge in this paper. The approach with which author has
carried this research paper is relied on surveys done by other authors and organisations which
are governmental as well as non-governmental. This has made it easy and helpful to analyse
the data more accurately to reach on a reliable conclusion and understanding of the concept.

Secondary data is used because the nature of subject matter as doing primary research would
not help in reaching a reliable result. Articles and journals which are referred have already
gathered the required data which is sound and appropriate.

Another reason for not using primary data was that the research is done in times when
physical contact is hazardous and strictly prohibited. In environment like this it would be
impossible to gain a credible data to interpret and analyse.

Author in this research paper have not copied any material as the data was referred to gain an
insight about the subject matter and proper credits are given to the material referred in form
of citation done in APA style.

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LITERATURE REVIEW

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CONCEPT OF CONSUMER BEHAVIOUR

While studying consumer behaviour we study various factors which lead to buy decision,
using and availing services decision of an Individual. Needs and wants of the consumer are
very diversified they are basically dependent on the culture and society from a consumer
belongs. The implication of term consumer behaviour is that all the research a consumer does
right from thinking to buy the product and looking for it, evaluating the needs and
differentiating with various variety of products to finally purchasing the product.

A consumer used all his knowledge so that he can make a perfect decision as how to utilise
the available and resources in a most optimal way to fulfil his need in most effective manner.
For a marketer to be successful they must focus on all these aspects which a consumer
explores while making decision to buy a product after analysing and identing all these aspects
and factors. A manufacturer must connect with his targeted consumer in each and every step.
They must make the consumer aware about their product its specification and all the after-
purchase service they offer. Following these aspects can help a marketer to successfully
increase the sale of its product.

There are many factors affecting the behaviour of consumer. As thinking of an individual is
closely related to the environment in which the Upbringing of the individual has taken place.
These factors immensely influence the buying behaviour of the consumer as they have
critical influence on persons thinking. Following are the factors that affects the buying
decision of consumer:

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1. Social Factor
2. Cultural Factor
3. Personal Factor

Social Factor

Social groups such as friends, family and all the groups which collectively form together a
society in which a consumer inhabits. The choices and preference of this society can really
influence the consumer and his choices to buy the products. They might have a direct or
indirect influence over the purchasing decision of the consumer. This influence can be
imposed in three ways;

1. They acquaint the consumer with new type of lifestyle

2. Influence can be made on attitude and self-concept about the product can be altered

3. A pressure regarding the purchasing or not purchasing of the product can be made.

Consumers tend to look for an advice from persons who have established themselves as
knowledgeable and expert about that particular type of product. These peoples are also
known as opinion leaders as they have the ability to influence the decision of other
consumers. Now-a-days getting your product is marketed through these opinion leaders is a
very common approach. Marketers ask these opinion leaders to market and influence the
targeted consumer’s buying behaviour in favour of their product. All these works are
generally done on Digital platforms especially the Social media platforms.

Other than these leaders and social media celebrities, Family always plays a major role in a
consumer’s buying behaviour. Majority of the FMCG products are highly influenced by the

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influence and buying habits of a family. They have to market their product in such a way that
it is family friendly and have the sense of security and all of that.

A consumer belongs to many groups and clubs. Family is the one of the examples of these
groups. A person has different roles to play in these groups and depending upon the type of
activity his/ her role asked him/ her to do the status of that particular individual is decided.
They buy the products which represents their role and status in a group or the status they
aspire to hold.

A renowned author of marketing strategies Molennar has said that people still lives and
functions in groups. These groups were static in past and doesn’t change that often but now
humans live in a very volatile groups and these groups are very much mobile in nature. The
willingness and want to interact with people of same mind makes the people to change
groups and be the part of multiple groups. The environment in these groups influence heavily
on the buying behaviour of these consumers.

Cultural Factor

Culture, class and subcultures are expected to influence the buying decision of consumers
heavily. Culture has many meanings and contexts but in the marketing aspects the culture
means the collections of believes that are followed, Values and morality that is being shared
collectively by a group of people living in a particular society.

Subcultures is nothing but a large group of individuals in a society which have the features
like memberships. In these clubs the identification of the choices and preferences of a
consumer can be done easily. As the diversity is more prevalent and different cultures are
there in the country these factors are of utmost importance to marketers.

Another factor affecting the buying behaviour of a consumer is Social class, this term
determines the rank of an individual in a society. This rank decides the choices and
preference of a consumer. People in same social groups tend to buy similar groups and this
gives the consumer analyst a chance to analyse the behaviour of large number of people at a
same time.

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Cultural factor is varying according to places socially and geographically. The reasons why
people go online and look for digital platforms are different. Some look for discounts while
others look for the delivery and availability. So, the company must focus on all their needs
and keep the consumer aware about their approaches towards taking these requirements of
consumers under consideration.

Personal Factor

Personal characteristics have an effect on consumer behaviour. Personal characteristics of

consumers include their age and stage in life, their occupation and economic circumstances,
their personality and self-concept, and their lifestyle and values. Consumers' preferences for
various products are frequently age-related. Consumers of the same age cohort share similar
values and frequently purchase similar products. Clearly, consumers' economic circumstances
and occupation also influence their product choices. Personality plays a significant role in
analysing consumer brand choices because brands, like consumers, have personalities. 16
Additionally, lifestyles, defined as a consumer's pattern of living as expressed through
activities and interests, are shaped by the consumer's financial or time constraints. (2009)
(Kotler et al., p. 231).

Personal factors should be considered in particular when it comes to mobile phone usage.
Young consumers have a close bond with their smartphones. Mobile phones have positioned
themselves as the focal point of technological transformation. As phone capabilities expand,
their importance to the younger generation will only grow. Mobile phones are likely to
surpass the personal computer (PC) as the most important piece of technology in the lives of
young consumers. Youth are as accustomed to texting as they are to picking up phones.

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Marketers must understand that young consumers' use of mobile phones is distinct from that
of adults. Because they value dialogue, young consumers prefer two-way interaction on their
mobile devices. (Pelsmacker 2013, p. 510)

CONSUMER DECISION JOURNEY

To better meet customer needs, businesses must understand the consumer purchasing
decision process, which encompasses all of their experiences while learning about, searching
for, selecting, using, and disposing of a product. et al. Kotler (2009) Modern marketing
authors refer to the consumer journey or consumer decision journey as the consumer's path to
purchase. Numerous authors agree that it is critical to understand the consumer journey in
order to succeed. Understanding the consumer journey entails comprehending the consumer's
journey from awareness to purchase. Understanding the consumer journey, in particular, is
becoming increasingly critical for marketers as the number of online and offline touch points
grows (Econsultancy in collaboration with Adobe, 2015).

The Purchasing Funnel

It is self-evident that mobile phones have altered consumer behaviour. Consumers no longer
spend extended periods of time at their computer keyboards making purchases. They reach
for their smartphones and make more informed decisions than ever recorded previously. This
type of change has a ripple effect throughout the consumer journey, affecting screens,
devices, and channels (Adams et al., 2015). Reaching consumers at their touch points or
when they are receptive to influence is one of the primary goals of marketers. For many
years, these touch points were conceptualised in terms of the funnel, or the process by which
consumers begin evaluating a variety of potential brands and gradually reduce the number of
alternatives as they progress through the funnel. They emerge from the funnel with a single
brand they wish to purchase.

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The funnel approach implies that consumers gradually narrow their initial consideration set as
they evaluate alternatives, make decisions, and purchase products. As Court et al. (2009)
suggest, the funnel concept does not adequately capture all of the major purchasing factors
and touch points that have emerged as a result of the explosion of product options and mobile
channels, combined with an empowered and connected consumer. 18 The path a consumer
takes is more complicated and less linear than the traditional funnel suggests. Baik et al.
(2014) concur that purchase motivation, search, evaluation, and decision-making are no
longer expected to be discrete, linear stages of the consumer journey to purchase.

The Consumer Journey

Court et al. (2009) proposed in 2009 that the decision-making process is more circular,
consisting of four primary phases: initial consideration, active evaluation or the process of
researching potential purchases, closure, or when the consumer purchases the brand, and
post-purchase, or when the consumer experiences it. The consumer decision journey is
depicted in Figure 3.

The consumer considers an initial set of brands based on brand perceptions during the initial
consideration phase. Consumers already consider a reduced number of brands during the
initial stage. When confronted with a plethora of brand options and communications,
consumers exclude brands and end up with a limited set of brands.

Consumers add or subtract brands during the active evaluation phase as they determine what
they want. In comparison to the funnel approach, the number of brands considered during the
active evaluation phase may increase as a result of consumer information searches. At this
stage, consumers rely heavily on online reviews and word-of-mouth recommendations from
family and friends. At the point of purchase, the consumer chooses a brand. The postpurchase
phase is when the consumer interacts with the brand. Following the purchase of a product, the
consumer develops expectations based on their experience to guide their subsequent decision
journey. The post-purchase experience shapes the consumer's opinion about the category and
subsequent purchases. The consumer journey is a cyclical process. For instance, many
consumers conduct additional research online following a purchase. (2009) (Court et al.)

According to Edelman and Singer (2015), during this stage of the consumer journey,
consumers engage in an extended consideration and evaluation phase before either entering

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the loyalty phase or engaging in another round of consideration and evaluation that may
result in the purchase of a different brand.

The New Consumer Journey

Edelman and Singer (2015) argue in their Harvard Business Review article "Competing on
the Customer Journey" that today's consumer undergoes a new journey. The new journey
compresses the consider step and significantly shortens or eliminates the evaluation step,
bringing customers directly into the loyalty loop and securing their participation. Consumers
are empowered by digital tools, which enable them to easily research and compare products,
place orders, and receive doorstep deliveries. (2015) (Edelman and Singer)

Adams et al. (2015) concur with previous authors in emphasising that the consumer journey
today looks very different than it did in the past. Mobile speeds up the consumer journey.
Foot traffic in retail stores has decreased, despite the fact that consumers are spending more
in-store. This occurs because consumers have conducted research and made decisions prior to
entering the store.

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MOBILE PHONE AS A TOOL FOR SHOPPING

Mobile technologies are gradually changing the behaviour of consumers and the retailing
itself. Today, consumers have possibility to use a variety of Internet enabled wireless mobile
devices such as mobile phones, smartphones, tablets and others for shopping.

Brunjolfsson (2013) state that mobile is bringing the Internet to consumers seven days a
week, 24 hours a day at consumers' convenience where they want it to be. On the one hand,
mobile phones make consumers even more empowered and demanding due to accessible
online content. On the other hand, mobile technology makes it possible for both online and
offline retailers to attract new customers and expand their markets. 21 Wi-Fi enabled devices
let retailers track a store's traffic and repeat customers. Besides, mobile technology allows
retailers to personalize mobile advertising.

Mobile technology offers businesses opportunities to change cost structures and lower
barriers to entry across industries. Mobile decreases the need for local, physical
infrastructure, devices and personnel. Besides, it offers real-time, location-based data that
decreases the dependency on modelling or guesswork to set rates or draw conclusions. Hotel
Tonight and Uber's serve as good examples to confirm this fact (Husson and Ask, 2014).

Chaffey (2011, p. 164) also indicate that the benefits mobile connection offers to the users are
its ubiquity (access from anywhere), reachability (users can be reached when not in their
normal location) and convenience (no need to have access to power supply). In addition, they
provide security in terms that each user can be authenticated since each wireless device has a
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unique identification code, the user location can be used to tailor content and they provide a
certain degree of privacy compared with a desktop PC. Another advantage is the instant
access to data or being "always-on". As it could be seen, mobile have considerable
advantages over PC-based Internet access, however it is still limited due to some challenges,
which will be discussed later.

Mobile phones are used for multiple activities, including text messages, multimedia
messaging services, emails, Internet browsing and video watching. In addition, they are used
for managing calendars, GPS tracking, taking pictures and making video and for many other
reasons.

Besides, mobile phones are increasingly used tools in shopping. According to Postnord
(2014) every tenth consumer in the Nordic region shopped online with mobile phone in 2013.
In Norway, 13 % of consumers used a mobile phone to buy products online at some point in
the year 2013. As for Finland, only 4 % of consumers bought products using mobile phone in
the year of 2013. (Postnord, 2014)

Nevertheless, the number of consumers who embraced mobile phones for shopping is
growing year by year, online shoppers already have a favourite and trusted device with which
to shop - PC. PC still rules when it comes to making online purchases. Purchasing via PC
remains the preferred method of online purchasing in the majority of countries. (PwC, 2014)

Smartphone Adoption

A smartphone is a technological marvel, and consumers worldwide embrace this high-tech

accessory (Solomon, 2013, p. 503). A smartphone is a mobile phone that is built on a mobile
computing platform and features more advanced computing and connectivity capabilities than
a feature phone. At the moment, smartphones include devices running on iOS, Android,
Windows Phone, Symbian, and Blackberry OS, among others (Idean, 2013). Smartphones
share several characteristics, including a high-resolution display, a touchscreen interface, the
ability to run emails and applications, GPS, and Wi-Fi (Pasqua and Elkin, 2013).

According to the results of Deloitte's 2014 Mobile Consumer Survey, 65 percent of Finland's
total population owns a smartphone. Mobile penetration is approximately 50% among older
Finnish consumers. The level of smartphone penetration varies by country. According to

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Deloitte (2014), Finland continues to lag behind the European average of 74% smartphone
penetration. According to Gartner research (2016), by the end of 2016, 82 percent of all
mobile phones will be smartphones. Additionally, Gartner (2016) forecasts that by 2019, 95%
of mobile phones will be smartphones.

These statistics indicate that smartphone adoption is increasing. Mobile innovation is

accelerating at a particularly rapid pace in emerging markets. According to Husson and Ask
(2014), in emerging markets ranging from Africa to Southeast Asia, many consumers bypass
the PC in favour of a smartphone.

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CHALLENGES RELATED TO SHOPPING THROUGH MOBILE

PHONES

Consumers frequently use Internet-enabled mobile phones for shopping-related purposes, as

previously stated. However, the personal computer and tablet remain the most popular online
shopping channels. Consumers want a faster mobile experience. Half of mobile phone users
say their primary source of frustration with mobile is waiting for pages to load slowly.
Retailers should provide consumers with content that is "mobile-proof" and readable on
smaller screens, as well as a thumb-clickable "call-to-action" link (Pelsmacker, 2013). The
following section discusses several of the primary roadblocks consumers face when shopping
on their mobile devices.

Online Security

Consumers' online security when making purchases via mobile devices is a major issue for
both consumers and retailers. As illustrated in Figure 7, 66% of global consumers are
concerned about their personal credit information being stolen while using mobile phones.
Additionally, 41% of consumers are unwilling to store their credit card information on their
mobile devices in order to pay for products. However, given that consumers were previously
uneasy about putting their credit card information on the web, it is reasonable to assume that
security concerns with mobile phones will diminish as security technology improves. (2015,
PwC)

According to PwC (2015), consumers prefer more traditional methods of payment to

complete their purchasing processes: 40% use credit cards, 28% use debit cards, and 20% use

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cash. Only 3% of consumers make purchases using their mobile phones. Husson and Ask
(2014) forecast that many innovative offerings, such as Apple Pay, will accelerate the shift to
mobile payments in the near future, providing consumers with a secure and convenient one-
touch checkout experience. Marketers must prepare to make the most of the upcoming mobile
wallet era by immediately focusing their efforts on this issue. "A mobile wallet will serve
customers better than a deep dive into individual apps," Hussin and Ask emphasise (2014)

Screen size as an Obstacle

Another significant issue that consumers face when it comes to mobile phone usage is the
phone's relatively small screen size. According to PwC (2015), "while transacting on a phone
is not as easy as it is on a computer, the advancements in one-touch shopping will make a
world of difference for retailers." Chaffer (2011, p. 164) concurs with the preceding
statement and points out that while mobile has numerous advantages, it is still constrained by
display limitations. According to Adobe (2013), consumers who shop on tablets are twice as
likely to make purchases as those who shop on smartphones. Tablets have a twice-as-large
screen, which contributes to consumers' preference for that device when shopping.

Mobile-Compatible but not Mobile-Optimized.

Mobile optimization is also viewed as a barrier to increased mobile phone usage. Piotrowicz
and Cuthbertson (2014) note that many businesses' online stores and pages are not designed
or optimised for mobile devices. According to Rowles (2014), it is common for websites to
be mobile-friendly but not mobile-optimized, which means that the site loads quickly on the
phone but consumers must zoom in dozens of times to see anything clearly.

Rowles (2014, p.43) observes that consumers are even more impatient with mobile devices
than with laptops. "They have encountered so many substandard mobile websites that they
simply give up. If retailers are able to create a seamless mobile experience, they will have a

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better chance of meeting their goals and establishing customer loyalty ", Rowles emphasises
(2014). Rowles (2014, p.75) suggests that the primary goal of a mobile-optimized website is
to provide an experience that is tailored to the needs of the consumer, which means that
consumers should be able to access data on their mobile devices easily and efficiently.

CONCLUSION

Nowadays, nearly all types of products are available to consumers through mobile channel.
The way consumers use their mobile phones for shopping related purposes is a topic of
significant interest to consumer marketers. As more consumers embrace mobile phones for
shopping, consumer marketers must adapt to this change.58 The results of the study will be
especially relevant for organizations that have or planning to have mobile channel to reach
their customers. They will gain insights on the behaviour of the consumers when using
mobile phones for shopping. Understanding how, what and where consumers are doing with
their mobile phones will help also companies to improve their digital marketing strategies.
The survey will also help companies to keep up with the changing retailing environment. The
study will provide companies with the essential information regarding the grounds of
consumer behaviour and the impact of mobile technologies on the behaviour of consumers.

Future Research Challenges As stated before, the concept of consumer behaviour is wide
and complex. All aspects of consumer behaviour concept could not be included in this thesis.
Some future research topics were identified during the implementation stage of the research.
The present study attempted to examine the shopping behaviour of consumers through the
usage of mobile phones in-store. One future research challenge could be to study the topic
from a broader perspective, focusing on the overall usage of mobile phones for shopping
related purposes not limiting the research on a definite location as it has been done for the
present research. Research on how consumers use their phones for shopping related purposes
at home, on the go and at work could provide a deeper understanding of the concept. This
type of the study could benefit businesses by providing valuable information concerning the
overall mobile consumer behaviour and could assist companies in improving of their
marketing efforts and better satisfying customer needs.

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BIBLIOGRPAHY

 Brynjolfsson, E., Yu J., & Rahman M.S., 2013, Competing in the Age of
Omnichannel Retailing, MITS loan Management Review, Vol. 54 No.4, pp. 23-29
 Duncan, E. & Roche, K., 2012, Six Strategies to Win the Mobile Consumer
Showdown, McKinsey & Company
 Edelman, C. & Singer, M., 2015, Competing on Customer Journey: You have to
create new value at every step. Harvard Business Review, November 2015 Issue, pp.
88–94, 96, 98, 100
 Holmes, A., Byrne, A. & Rowley, J., 2013, Mobile Shopping Behaviour: Insights into
Attitudes, Shopping process involvement and Location, International Journal of Retail
& Distribution Management, Vol. 42, No. 1, pp. 25-3961
 Husson, T. & Ask, J.A., 2014, Predictions 2015: Most Brands Will Underinvest in
Mobile. Brands embracing the mobile mind shift will pull ahead of those treating
mobile as just another channel. Forrester Research Inc., Accessed 12.9.2015,
Published 2014.

https://www.forrester.com/Predictions+2015+Most+Brands+Will+Underinvest+In+M
o bile/fulltext/-/E-RES118065
 Krueger, J. 2015, Omni-Channel Shoppers: An Emerging Retail Reality, think with
Google, accessed 6.2.2016, Published 2015.
https://www.thinkwithgoogle.com/articles/omni-channel-shoppers-an-emerging-
retailreality.html
 Piotrowicz W. & Cuthbertson R. 2014, Introduction to the Special Issue: Information
Technology in Retail: Toward Omnichannel Retailing, International Journal of
Electronic Commerce, Vol. 18 Number 4, Summer 2014, pp. 5-16 Accessed 6.2.2016

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http://www.ijec-web.org/past-issues/volume-18-number-4-summer-
2014/introductionto-the-special-issue-information-technology-in-retail-toward-
omnichannel-retailing/
 Schembechler, D. & Geoffrey L.G., 2002, Multi-channel Shopping: Understanding
What Drives Channel Choice, Journal of Consumer Marketing, Vol. 19 Iss 1, pp. 42-
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 Verhoef, P., C., Kannan, P.K. & Inman J.J., 2015, From Multi-Channel Retailing to
Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel
Retailing. Journal of Retailing
 Wagner, J., 2011, Anytime/anywhere - Playing Catch up with the Mind of the
Smartphone Customer, International Journal of Mobile Marketing, Vol. 6 No 1

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Nowadays, nearly all types of products are available to consumers through mobile channel.
The way consumers use their mobile phones for shopping related purposes is a topic of
significant interest to consumer marketers. As more consumers embrace mobile phones for
shopping, consumer marketers must adapt to this change.58 The results of the study will be
especially relevant for organizations that have or planning to have mobile channel to reach
their customers. They will gain insights on the behaviour of the consumers when using
mobile phones for shopping. Understanding how, what and where consumers are doing with
their mobile phones will help also companies to improve their digital marketing strategies.
The survey will also help companies to keep up with the changing retailing environment. The
study will provide companies with the essential information regarding the grounds of
consumer behaviour and the impact of mobile technologies on the behaviour of consumers.

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