Mobile Marketing : What customers are thinking about?

Abstract

This thesis focuses mainly on consumer’s perception about mobile marketing. Based on that information, some tactics for companies are recommended. The method conducted in this thesis is mainly quantitative, although there is also little qualitative included. The strategy for conducting this research is composing 2 surveys, and the Conjoint Analysis and Descriptive Analysis are used. The results are mainly in agreement with previous research. However, some interesting results were revealed and these are critically compared with published sources. Findings describe perceptions of student consumers in Finland, and probably the findings are even more representative of female student consumers in Finland.