Consumers' Take on the Benefits of Brand Mobile Applications
Hotti, Sini; Martikkala, Niinamari (2018)
Centria-ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052810642
https://urn.fi/URN:NBN:fi:amk-2018052810642
Tiivistelmä
The aim of this thesis was to study how consumers experience mobile marketing. It also aimed to discover if consumers find companies’ mobile marketing beneficial for their use, and if there are any differences between different age groups and genders. Another main issue was to find out if people without smartphones are missing out on customer benefits.
The theoretical framework introduced current marketing frameworks, which have been highly impacted by digitalization. Further on, the characteristics of mobile marketing were presented, and three different mobile applications, H&M, K-Ruoka and Musti ja Mirri, were examined.
The research was carried out by utilizing quantitative method. A questionnaire was created online by using Google Forms, and the link for it was shared to 50 people with different backgrounds. The questionnaire was carried out in Finnish, in order to reach respondents from many different age groups without the fear of linguistic barrier.
The results indicated that women are more intrigued by mobile marketing and its features than men. It was also discovered that the age of consumers doesn’t affect the feeling of usefulness created by brand applications. On the other hand, it was shown that majority of the oldest age group representatives were the only ones who do not own smartphones. Most of consumers felt that the change of customer benefits from paper to digital is a positive one, and they experienced mobile marketing to be beneficial for them. Majority thought that people without smartphones are not missing out on customer benefits.
The theoretical framework introduced current marketing frameworks, which have been highly impacted by digitalization. Further on, the characteristics of mobile marketing were presented, and three different mobile applications, H&M, K-Ruoka and Musti ja Mirri, were examined.
The research was carried out by utilizing quantitative method. A questionnaire was created online by using Google Forms, and the link for it was shared to 50 people with different backgrounds. The questionnaire was carried out in Finnish, in order to reach respondents from many different age groups without the fear of linguistic barrier.
The results indicated that women are more intrigued by mobile marketing and its features than men. It was also discovered that the age of consumers doesn’t affect the feeling of usefulness created by brand applications. On the other hand, it was shown that majority of the oldest age group representatives were the only ones who do not own smartphones. Most of consumers felt that the change of customer benefits from paper to digital is a positive one, and they experienced mobile marketing to be beneficial for them. Majority thought that people without smartphones are not missing out on customer benefits.