Review Of Consumer Behavior Against The Mobile Marketing Practices At Retail Sector
Journal Title: AJIT-e: Bilişim Teknolojileri Online Dergisi - Year 2011, Vol 2, Issue 4
Abstract
Today, with the rapid development of mobile technology; increasing usage of mobile phones and therefore mobile phone functions brings several new marketing applications along. This study is intended to determine the level of mobile marketing applications in retail sector, and review of these applications of purchasing decisions of consumers. In Contextual analysis section, applications of mobile marketing in retail sector and consumer behaviors are explained. Also the study adopts a definitive research model and uses survey method for data collection. The survey forms, which have been prepared by using the related sources; have been applied to previously defined 200 customers of the retail store, and 146 valuable feedbacks have been acquired. According to the acquired survey values; customers' behaviors upon mobile marketing applications have been gathered under certain titles; and appropriate advices have been given to companies who use or planning to use this activities.
Authors and Affiliations
Bihter KARAGÖZ, Berna ÇAĞLAR
Keywords
Related Articles
- EP ID EP124991
- DOI 10.5824/1309-1581.2011.3.001.x
- Views 107
- Downloads 0
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