Institutional Repository

Consumer perception of real-time marketing tool used by retailers in Gauteng, South Arica

Show simple item record

dc.contributor.advisor Cant, M. C. (Michael Colin), 1957-
dc.contributor.advisor Wiid, J. (Jan)
dc.contributor.author Kallier, Safura M.
dc.date.accessioned 2016-06-28T06:34:55Z
dc.date.available 2016-06-28T06:34:55Z
dc.date.issued 2016-02
dc.identifier.citation Kallier, Safura Mohamed (2016) Consumer perception of real-time marketing tool used by retailers in Gauteng, South Arica, University of South Africa, Pretoria, <http://hdl.handle.net/10500/20702> en
dc.identifier.uri http://hdl.handle.net/10500/20702
dc.description.abstract Communication is an essential element of any retail business as it is a means of informing the customer about the retailer and the products and services that they offer. The internet and the rapid advancements in technology have provided retailers with various methods of communicating with the customer such as real-time marketing. Real-time marketing, which allows retailers to interact with customers through various means in real time, has already been widely used in businesses around the world. Although many South African businesses are starting to adapt real-time marketing as a marketing tool in their businesses, the perception of consumers regarding real-time marketing has not been investigated in South Africa. The primary purpose of this study was therefore to determine consumers perceptions of real-time marketing used as a marketing tool by retailers in Gauteng, South Africa. A broad and in-depth literature review was conducted on the advent of real-time marketing as a marketing tool and the various tools used by retailers to execute real-time marketing campaigns of retailers. An empirical study was conducted, in which data was collected from consumers of retail stores in the Gauteng province of South Africa by means of a web-based (computer-assisted), self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of the study. The results of this research study indicated that consumers perceived real-time marketing campaigns as clutter. Customers only considered the real-time marketing campaigns that consisted of immediate discounts and that were personalised for the individual customer as valuable to them. en
dc.format.extent 1 online resource (xvii, 228 leaves) : illustrations (some color)
dc.language.iso en en
dc.subject Real-time en
dc.subject Marketing en
dc.subject Communication en
dc.subject Traditional en
dc.subject Social media en
dc.subject Digital media en
dc.subject Gauteng en
dc.subject Retailers en
dc.subject South Africa en
dc.subject Perception en
dc.subject.ddc 658.872096822
dc.subject.lcsh Consumer behavior -- South Africa -- Gauteng en
dc.subject.lcsh Internet marketing -- South Africa -- Gauteng en
dc.subject.lcsh Marketing research -- South Africa -- Gauteng en
dc.subject.lcsh Digital media -- South Africa -- Gauteng en
dc.subject.lcsh Marketing -- South Africa -- Gauteng en
dc.subject.lcsh Retail trade -- South Africa -- Gauteng en
dc.title Consumer perception of real-time marketing tool used by retailers in Gauteng, South Arica en
dc.type Dissertation en
dc.description.department Business Management en
dc.description.degree M. Com. (Business Management)


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search UnisaIR


Browse

My Account

Statistics