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Use of Smart Phones as a Tool to Promote Local Products or Services by Suppliers in the UK (2014)

The purpose of this dissertation is to evaluate the use of m-commerce by the marketers to promote their products and services to the smart phone users in the UK. Marketers have realised that most of the smart phone users are addicted to their mobile phones and they are taking it as an opportunity to get connected to their customers at anytime and anywhere. A questionnaire was prepared and the feedback was collected from 100 respondents within the London.

Data collected through feedback has been used to test the hypothesis using SPSS software. Parameters like trust in m commerce, security of transaction in m-commerce and price are found to be the most important factors that influence the attitude of consumers towards m-commerce in the UK. Research also suggests that e-commerce and m-commerce users cannot be segmented on the basis of their demographics but on the basis of individual needs. The research offers practical implications for marketing managers targeting smart phone users in the UK. Secondary data collected indicates that a marketer can increase the sale of its product or services using m-commerce by personalising the content of their message as per an individual need of a consumer.

Marketers should also understand online consumer behaviour and should make an endeavour to develop trust which will then lead to increase in sales and customer loyalty. Limitation of this research is that the data has been collected only from London city using non-probability convenience sampling and hence, it cannot be generalised for the entire UK. A research aim can be defined as one or more statements used to express general intent (purpose) and indication of orientation (methodological nature) which is decided for the research project.

The aim of this research is to find out an effect on the online sales promotions run by the local suppliers within the UK, due to the increasing use of smart phones by the youth between 18-35 years of age. It will be investigated if the youth likes to receive the sales adverts on its mobile phone or not. Furthermore, it will also be analysed that do they buy the product as advertised or not. The report is divided into four parts. The first part includes the literature review and the proposed working hypothesis.

Then, the methodology and the empirical analyses using a sample of 100 UK students and working professionals are explained, followed by our findings. Quantitative analysis will be carried out to check the hypothesis. In the final section, conclusions and implications are provided outlining some limitations and opportunities for further research.

This is a common area of research as the invention of internet technology has forced the marketers to consider a new area for marketing. Also the advancement in technology and an increase in the usage of smart phones within the UK have drawn the focus of many researchers in this area. The dissertation hypotheses to be tested are:

  • Married men / women will be more interested in receiving offer for the local products or service on their smart phone than an unmarried or a single person
  • Security of transaction is the main barrier for not purchasing deals using smart phone
    There is a relation between gender of people and their trust on the websites like Groupon and Wowcher.
  • Price is a major encouraging factor to buy a product or a service using smart phone

  • 14,000 words – 58 pages in length
  • Excellent use of literature
  • Good use of statistical analysis
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1 – Introduction
E Marketing
Mobile Marketing
Aims and Objectives
Research Question

2 – Literature Review
Mobile Commerce
Satisfaction
Trust in E-Commerce
Brand Loyalty
Technology Acceptance Model and Theory of Reasoned Action
Theory of Planned Behaviour
Consumer Buying Behaviour
Perceived Risk and Consumer Buying Process
Perceived Risk in Online Commerce
Culture
Hofstede Definition of Culture
Culture and Consumer Behaviour
Marketing Strategy for E Business
Segmentation and Targeting
Marketing Mix for E Business

3 – Research Methodology
Qualitative vs Quantitative Method
Sampling Technique
Data Collection
Questionnaire
Questionnaire Design
Academic models used in the design of Questionnaire

4 – Analysis
Hypotheses

5 – Discussions of Findings

6 – Limitations and Future Research

7 – Conclusion

8 – Recommendations

References

Appendix Section

Smart Phones as a Marketing Tool
Smart Phones as a Marketing Tool

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