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Title A consumer perspective of personalized marketing : An exploratory study on consumer perception of personalized marketing and how it affects the purchase decision making
Publication Date
Discipline/Department Faculty of Business
University/Publisher Kristianstad University
Abstract The traditional type of marketing is more directed towards big customer segments in specified areas. Due to technological improvement marketing has evolved into an extreme form of segmentation where marketing target the individual consumer based on their personal needs and preferences. This has led to a discussion of whether personalized marketing is something that create privacy concerns or benefits in the eyes of the consumer.     The purpose of this thesis is to explore the consumer perception of personalized marketing and how the perception affects the purchase decision-making process.   A conceptual framework was developed based on earlier research within personalized marketing. A qualitative method with an abductive approach has been used. Our primary data was collected through 8 different semi-structured interviews and consisted of men and women in the age span of 40-59 years’ old who had engaged in e-commerce at least once during the last six months.   Our empirical data has been analyzed out of the literature review, which founds the basis for our findings. Our findings show that the consumer perception of personalized marketing affect the consumer decision-making process in varying ways. A positive perception of the personalized marketing makes the consumer more susceptible to it, which further impacts the different stages in the process.
Subjects/Keywords Personalized marketing; Consumer perception; Past experiences; Privacy concerns; Consumer decision-making process; Business Administration; Företagsekonomi
Language en
Country of Publication se
Record ID oai:DiVA.org:hkr-19592
Repository diva
Date Indexed 2020-01-03

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…marketing can be of benefit in terms of having an impact on the decision making process (Sipior, Ward, & Mendoza, 2011). Whether personalized marketing is something that creates privacy concerns or if it is something that builds relationships is a…

privacy concern and past experiences has an impact on the perception and thus the purchase decision making process. 10 Dahl & Fridh 1.2 Purpose The purpose of this study is to explore the consumer perception of personalized marketing and how the…

…case of a potential purchase, the consumer goes through a decision-making process which is described as the process from becoming aware of a need, to make a purchase decision and later evaluate the decision that was made. The process may be affected by…

…may affect the decision-making and whether the consumer complete the purchase or not (Luarn & Lin, 2003). 8 Dahl & Fridh 1.1 Problematization The digital world enables companies in a larger scale to gather and store data on consumers…

…increased trust. During the decision making process each of the five steps is in various degrees affected by personalized marketing. In the first stage, problem awareness, personalized marketing can create an awareness of a need for a specific product…

…the gathering of enormous amounts of personal data, which might leave the consumer with a feeling of companies being intrusive and cross the border of privacy (Pavlou, 2011). Too accurate marketing may therefore have the consequence of making

…marketing matches the consumer’s need and preferences. This may help the consumer through the decision-making process through different offerings based on the individual. A too accurate personalized marketing can however frighten the consumer not to take…

decision-making process. According to Lissitsa and Kol (2016, p. 304), “age has been proven to be a determining factor in user acceptance of online shopping and consumer intention to shop”. People within the ages of 40-59 are considered to be more…