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Location-based marketing in low-income markets
Dissertation (MBA)--University of Pretoria, 2013.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2014
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| _version_ | 1867613510132826112 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2013. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/40634 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:17.367Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/40634 Location-based marketing in low-income markets Chipp, Kerry ichelp@gibs.co.za Ndlovu, Sibongile UCTD Telemarketing Internet marketing Mobile commerce Low-income consumers Dissertation (MBA)--University of Pretoria, 2013. This study explored the use of location-based marketing to minimize the effect of poverty penalty often experienced by the low-income consumers. Poverty penalty is a phenomenon that explains why the low-income consumer pay relatively more than middle- an upper-income consumers. The low-income consumer is normally situated in areas that are far from retailers, thus has to incur a considerable amount on transport costs, which in effect leads to an increased cost to acquire goods and services, and means that this consumer is restricted by location. Location-based marketing is the use of location to broadcast marketing information to the consumer relevant to their location and preferences. Low-income consumers can use this location-specific information to optimize their location by taking advantage of the goods and services around them to save on further travel costs. The study was a quantitative survey that asked low-income consumers about their perceptions on what location-based marketing could offer them. The key findings of the study were that consumers value personalisation of the content, access to information would lead to access to more goods and services, and finally that access to information optimise the location of the consumer and lead to reduced transport costs. The study contributed academically by establishing that for the low-income consumer, mobile marketing needs to be focused at optimising the current location, and not transacting anywhere and anytime as the existing literature suggests. lmgibs2014 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2014-07-08T10:43:50Z 2014-07-08T10:43:50Z 2014-04-30 2013 Mini Dissertation Ndlovu, S 2013, Location-based marketing in low-income markets, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40634> http://hdl.handle.net/2263/40634 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Telemarketing Internet marketing Mobile commerce Low-income consumers Location-based marketing in low-income markets |
| title | Location-based marketing in low-income markets |
| title_full | Location-based marketing in low-income markets |
| title_fullStr | Location-based marketing in low-income markets |
| title_full_unstemmed | Location-based marketing in low-income markets |
| title_short | Location-based marketing in low-income markets |
| title_sort | location based marketing in low income markets |
| topic | UCTD Telemarketing Internet marketing Mobile commerce Low-income consumers |
| url | http://hdl.handle.net/2263/40634 |