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Abstract(s)
This dissertation focuses on the concepts of Mobility, Real-time Marketing and Price Discrimination, analyzing why it makes sense to study them together.
Boosted by the success of personalized offers in the e-commerce, the goal of this research is to understand if the market is prepared for real-time price discrimination by using smartphones.
A survey was conducted in order to gain some empirical knowledge, and the collected data was characterized regarding the research question and by using some descriptive statistics and cross tabulations.
The results showed that in the observed sample, customers are willing to use the mobile channel through a product barcode scanning process in order to get a discount.
These findings contribute with further insights into understanding how the mobile channel can be used by retail stores in order to bring additional sales for companies by reaching the most price sensitive customers.