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Authors: Prof.Dr.Rashmi Gujrati
Keywords: Consumer behavior, Markets, Products, Consumers, Trends, Mobile shopping, cognitive
Abstract: The emerging retail culture is characterized by the widespread use of mobile technologies, high connectivity, everywhere computing and contactless technologies, which facilitate consumers to familiarity shopping differently. In fact, innovative mobile technologies provide new tools (apps) which are competent to divide the moment of purchase from the moment of effectual utilization, by allowing customers to make purchases by mobile phone and accumulate them at home. Mobile shopping. (M-shopping) has become progressively more significant in marketing and retailing. With an exclusive dataset from an Internet-based grocery retailer, we estimate changes in customers’ expenditure behavior upon adopting M-shopping, i.e., using smartphones or tablets to create, transform, or place orders online. We find that order rate, i.e., the number of orders placed per year, increases as consumers implement M-shopping. Particularly for low-spending customers, both their order rate and order size, i.e., the amount of the order, increase as they become familiar to M-shopping. In calculation to the effect on consumer’s expenses behavior, we also discover that M-shoppers have a propensity to use mobile devices to shop for usual products that they already have a history of purchasing. Customers make use of mobile devices because the technology provides suitable access, which leads them to integrate M-shopping into their usual routine. The findings discard a light on the scope to which consumers are moving from mall to mobile and take into description the effect of these technological innovations in retail settings from a cognitive point of view, where studies are lacking. The aim of this paper is to understand the scope to which mobile technologies have a collision on consumer behavior, with prominence on the drivers motivating consumers to adopt the consumer experience of mobile shopping.