Impact of Mobile Marketing on Customer Buying Behavior in Retail

This research project investigates the impact of mobile marketing, specifically mobile apps, on customer buying behavior within the retail sector, with a focus on Marks and Spencer. The introduction highlights the rapid evolution of technology and its influence on marketing, emphasizing the shift from traditional to digital methods and the significance of mobile marketing. The aims and objectives include analyzing how mobile marketing affects customer buying behavior, identifying key drivers of customer purchasing, exploring the value created by mobile apps, and recommending strategies for improving mobile marketing. The literature review explores the main drivers of customer buying decisions, including social and cultural factors, and the role of mobile marketing in influencing these decisions. The methodology section outlines the research philosophy (interpretivism), research design (exploratory), and research approach (inductive). Data collection methods involve both primary (surveys with 50 customers) and secondary research (books, journals, and articles), with probabilistic sampling. The data analysis will employ a qualitative method using thematic analysis to evaluate the collected information. The project aims to provide a comprehensive understanding of how mobile marketing strategies can be optimized to positively influence customer buying behavior in the retail environment.

Research Project
1

Table of Contents
Introduction......................................................................................................................................3
Literature review..............................................................................................................................4
Methodology....................................................................................................................................6
3.1 Introduction......................................................................................................................6
3.2 Research philosophy.........................................................................................................6
3.3 Research design................................................................................................................6
3.4 Research approach............................................................................................................6
3.6 Data collection methods...................................................................................................7
3.7 Sampling...........................................................................................................................7
3.8 Data analysis.....................................................................................................................7
Timeline...........................................................................................................................................8
2

Introduction
Technology evolution has changed the world faster than ever before. The impact of
technologies on the business and its marketing methods to be specific has been huge. Trends are
changed from traditional marketing method to the new way in which digital technologies are
playing a significant role. Along with this, there is also huge shift from the outbound marketing
methods to the inbound marketing strategies (Armstrong, Kotler and Brennan, 2015). In present
time mobile marketing becomes an integral part of the success of all the business. It is also a
cost-effective method that can change the buying decision of customers. The present research is
based on analyzing the way mobile marketing such as mobile apps affecting the customers
buying behaviour in Retail. Mobile marketing has changed the way of adverting and promoting
the product. It made easier for the marketer to use effective techniques in order to grab the
attention of a large number of customers. Consumer buying behaviour is known as the process of
selecting, purchasing and dispose of the product which is based on their taste and preference.
The present research will help in developing deep understanding related to the impact of mobile
marketing on customer buying decisions.
Aims and objectives
Aims: To analyse the way mobile marketing such as mobile apps affecting the customers buying
behaviour in Retail- A study of Marks and Spencer
Objectives
 To identify the mains drivers of customers buying
 To explore the reason how mobile apps, create behavior value for customers
 To analyses how mobile apps affects costumers buying behavior.
 To recommend strategies for improving mobile marketing to positively impact the
customer buying behaviour.
Research questions
 What are the mains drivers of customers buying?
 What is the reason how mobile apps, create behavior value for customers?
 how mobile apps affects costumers buying behavior?
 What are the strategies for improving mobile marketing to positively impact the customer
buying behaviour?
3

Literature review
Main drivers of customers buying
Armstrong, Kotler and Brennan, (2015) defines that consumer behaviour is the decision
making is behavioural for understanding towards the purchase of the product. Consumers
behaviour needed time and attention to the product towards which enable them to purchase on
the basis of their decisions. There are various factors which influence customers buying
decisions that are as follows:
Social factor: According to the view of Hsiao, Chang and Tang, (2016) social factors are
known as reference group such as friends, family members etc who can easily influence the
buying behavior of customers. Reference group lead to impact the people buying decision in
three ways such as on the basis of lifestyle, which is influenced through attitude and self concept.
For example, a customer asked from people related to knowledge regarding a particular product
which is purchased by them. As per the opinion of the Grewal, Bart and Zubcsek, (2016), the
leader is known as the person who can easily influence attitudes and behavior of an individual.
Marketers role is to find out those leaders as because their impact is on the buying decision of
customers.
Cultural factors: Cultural, subculture and social class is known as the essential influence
on customer buying behaviour. One of another determinant of consumer buying behaviour is
known as the social class which is used to described society. There are most of the customers
who prefer to make a purchase with the use of the mobile app. Verhoef, Kannan and Inman,
(2015) points out that most of the people use the mobile device within the geographic areas and
in individual markets. There are many customers who download a mobile app in order to make
purchase of products and services.
Shankar, Kleijnen and Morrissey, (2016) argues that in the present era, mobile marketing
is considered as one of the fastest growing technology in order to market the products and
services. As mobile marketing is do not required to connect it to the desktop or PC. Due to its
wireless factor, it becomes a trend among people to use it on daily basis. Mobile marketing has
not only provided various opportunities for marketing but also help in grabbing the attention of a
large number of customers. In marketing mix elements advertisement with the use of mobile
SMS is become common. There is a wide range of advertisements such as vouchers, coupons
and the information services etc are provided which can easily influence the buying decision of
4

customers. Liang, Li and Wang,(2015) Observed that company built mobile marketing actions
around the customer's behaviors from the beginning of their purchase journey. It is important for
mobile marketers to understand the way consumer decision making the process work so that they
can guide customers through their purchase.
Verhoef, Kannan and Inman, 2015 argued that Consumer decision-making process is
consist of five steps that need recognition, information search, evaluation of alternatives and
post-purchase behavior. The need of purchasing the product takes place at the time when finding
out the product is required by them. Marketers can construct campaign in order to create an
imbalance in customers present status and preferred status. Hence, mobile technology assists
marketers to connect with the people at any time from anywhere. Along with this, it also helps in
delivering their offers to customers through customizing the offers as per the needs of customers.
Mobile marketing enables customers to received and access the information from anyplace at
any time. Hence it can be stated that mobile services are made more convenient for customers as
compared to any other channel.
Customers can easily get notification from the app whenever any offer is provided by the
company which easily influence customers to make a purchase. Along with this, customers can
make a purchase decision if a wide range of options are available on the app. It made convenient
for customers to easily purchase products and make payment through credit and debit card or
cash on delivery. Taylo and Levin, (2014) state that main goals of apps are to increase sales and
awareness of the products and services. There are various types of mobile app and some of them
are proven effective with respect to change customers buying behavior. The mobile app also
made easier for customers to differentiate one company products with another brand. Along with
this, people can easily notice changes in the price of different companies’ product and make their
purchase decision. There are most of the firms who provide offers to customers on their first
purchase that influence them to make particular company products and services.
Apart from this, on the mobile app, there is a wide range of features which make the
purchase easier. Personal factors also lead to influenced customers to make a purchase decision.
This factor is considered at the time when the use of mobile phone is done by consumers. It is
essential for marketers to understand the use of mobile phone by young customers as compared
to adults. Hence, it can be stated that companies can use mobile marketing in an effective manner
for encouraging customers to make purchase decisions.
5

Methodology
3.1 Introduction
Research methodology is essential part of the research which is shows the various
methods to carry out research in appropriate direction. It consists various tools and technologies
that help in collecting large amount of information and provide valid outcome Here below are
the following methods:
3.2 Research philosophy
Research philosophy is known as the belief of the investigator in relation to the ways that
assist in analysing, evaluating the collected information. Along with this, it also makes easier to
analyse the sources which assist in developing the nature of study (Kerr, Eckert and
Wandwabwa, 2016). There are two type of research philosophies interpretivism and positivism.
For the present research interpretivism philosophy will be used by the investigator. The reason
for selecting this philosophy is that it focus on subjective part of the study. It also enables to
focus on the aims and objective of the selected topic.
3.3 Research design
It can be assessed as the overall action that support the investigator to include various
elements of the study in a systematic manner. Along with this, it also enables to address the
research problem by the scholar in an effective manner (Wright, Wahoush. and Jack, 2016).
Basically, there are three types of research design that are descriptive, exploratory and
explanatory. For the present research exploratory research design will be used by the scholar. It
will help in uncovering the issues which are identified in the study. This method is enough
effective in order to reach the valid outcome in an effective manner.
3.4 Research approach
Research approach which enables to determine the way through which investigator can
present the information in the form of specific as well as general. There are two types of
approach that are inductive and deductive (Bailly and Comino, 2017). For the present research
inductive approach will be used that enable to gain information specific then generalisation of
the same will be done. The reason for selecting this topic is that in enable to focus on theories
which are involved in the study.
6

3.6 Data collection methods
To complete the research in an effective manner it is essential for the research to collect
information from various sources. In order to make research effective and to get valid outcome
investigator need to collect information from different sources (Mebius, Kennedy and Howick,
2016). There are two sources from where information can be collected that are primary and
secondary. Primary information is known as the new information and collected yet before. In this
there are various methods to collect the information such as survey, questionnaire, interview,
observation etc. On the other side, secondary information is known as old information which is
already published by various authors in their books and journals. This type of information can be
gathered through journals, articles, books, internet etc. The present research is based on
analysing the way mobile marketing such as mobile apps affecting the customers buying
behaviour in Retail therefore, both primary as well as secondary method will be used by the
scholar.
In primary information will be gathered through survey, in these questions will be asked
from 50 customers of Marks and Spencer
While secondary information will be gathered from books, journals and articles. The reason for
selecting this both methods is to get wide range of information that help in making research
authentic and reliable. Primary method will help in providing specific information related to the
customer behaviours which will help in making research more stronger
Th
3.7 Sampling
It is difficult for the investigator to collect information from large number of population.
Therefore, sampling method can be used which can be applied for primary research. There are
two methods of sampling that are probabilistic and non- probabilistic. For the present research,
probabilistic method will be used by the investigator (Winit‐Watjana, 2016). Under this random
sampling method will be consider in which all people will be get equal chances to be selected. In
accordance with the research topic, 50 employees will be selected through random sampling
method. The selected method will reduce the chances of bias and provide specific information
related to the use of mobile marketing.
7

3.8 Data analysis
At the time when all the information and data is gathered through primary research it is
essential to evaluate it in order to reach the outcome. There are two techniques which can be
considered by the investigator for evaluating the information that are qualitative and quantitative.
For the present research qualitative method will be used by the investigator (Creswell and Poth,
2017). In this all the collected information will be evaluated in non-numeric form. Under this
thematic analysis will be considered by the investigator. Different themes will be prepared on the
basis of results and interpretation will be done. Along with this, charts and tables will be
prepared for supporting the findings and making research systematic. All the questions which are
covered in the questionnaire will be analysed and evaluated for understanding views and
perception of customers.
Timeline
WORK SCEHDULE
Activity 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Choosing research
topic
Secondary
research
Tools and
techniques
(Methodologies)
Complete proposal
Preparing
questionnaire
Recording the
information
Analysing and
8

preparing graph
Conclusion and
recommendation
Day of submission
Modifying as per
feedback
Final Submission
9

Reference
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Bailly, A. and Comino, L., 2017. Using Pragmatist Philosophy in Consumer Research:
Influences and Prospects. In Marketing at the Confluence between Entertainment and
Analytics (pp. 729-734). Springer, Cham.
Creswell, J. W. and Poth, C. N., 2017. Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
G. Taylor, D. and Levin, M., 2014. Predicting mobile app usage for purchasing and information-
sharing. International Journal of Retail & Distribution Management, 42(8), pp.759-774.
Grewal, D., Bart, Y., Spann, M. and Zubcsek, P.P., 2016. Mobile advertising: a framework and
research agenda. Journal of Interactive Marketing, 34, pp.3-14.
Hsiao, C.H., Chang, J.J. and Tang, K.Y., 2016. Exploring the influential factors in continuance
usage of mobile social Apps: Satisfaction, habit, and customer value
perspectives. Telematics and Informatics, 33(2), pp.342-355.
Kerr, R., Eckert, L. O., Winikoff, B., Durocher, J., Meher, S., Fawcus, S., Mundle, S., Mol, B.,
Arulkumaran, S., Khan, K. and Wandwabwa, J., 2016. Postpartum haemorrhage: Case
definition and guidelines for data collection, analysis, and presentation of immunization
safety data.Vaccine.34(49
Liang, T.P., Li, X., Yang, C.T. and Wang, M., 2015. What in consumer reviews affects the sales
of mobile apps: A multifacet sentiment analysis approach. International Journal of
Electronic Commerce, 20(2), pp.236-260.
Mebius, A., Kennedy, A. G. and Howick, J., 2016. Research gaps in the philosophy of evidence‐
based medicine. Philosophy Compass.11(11). pp.757-771.
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S., 2016.
Mobile shopper marketing: Key issues, current insights, and future research
avenues. Journal of Interactive Marketing, 34, pp.37-48.
Verhoef, P.C., Kannan, P.K. and Inman, J.J., 2015. From multi-channel retailing to omni-channel
retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), pp.174-181.
10

Winit‐Watjana, W., 2016. Research philosophy in pharmacy practice: necessity and relevance.
International Journal of Pharmacy Practice.24(6). pp.428-436.
Wright, A. L., Wahoush, O., Ballantyne, M., Gabel, C. and Jack, S. M., 2016. Qualitative Health
Research Involving Indigenous Peoples: Culturally Appropriate Data Collection Methods.
The Qualitative Report.21(12). p.2230.
11