In-store Consumer Shopping Behaviour Through Mobile Phones

Abstract

The present study sought to explore the ways consumers are using their mobile phones for shopping related purposes in-store. The purpose of this thesis was to examine the shopping behaviour of consumers in Finland through the in-store usage of mobile phones. The research attempted to reveal what and how often consumers buy with the help of mobile phones and for which purposes consumers use their mobile phones in-store. The theoretical background of the thesis was based on the concepts of consumer behaviour and consumer journey. The impact of mobile phones on consumer behaviour, consumer mobile phone usage in-store and challenges related to shopping through mobile phones were also covered in the theoretical background of the thesis. The empirical part of the thesis was conducted by means of a quantitative research method. The data collection for this thesis was implemented through questionnaires. The research revealed the frequency of mobile phone purchases, main mobile product categories and key mobile activities related to shopping in-store. Besides, the major consumer challenges related to shopping though mobile phones were identified.