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The use of 2D-Codes and their Influence on the Consumer Buying Behavior
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The technology has been developing faster than ever over the last few decades and especially mobile phones and their application possibilities are enabling companies to approach their customers in many different ways. The technology of 2D-Codes has good prospects to offer more opportunities in a company´s interaction with the consumer. The purpose of this thesis was to study how the use of 2D-Codes can influence the decision-making process in the consumer buying behavior. The purpose of this work is exploratory and descriptive; the research approach can be described as qualitative and deductive. The research strategy of this research was case studies which considered eight different cases. The cases were Swedish and German students who were asked to answer a written questionnaire with questions about their decision-making process and their perception on what possible influences the access to 2D-Codes could have on the different stages of the decision-making process. The result of this thesis was that the buying process can be influenced by the use of 2D-Codes in any of the first four stages of the decision-making process, which are problem recognition, information search, evaluation of alternatives and purchase decision. Overall it was shown that the buying process can be overall simplified by the use of 2D-codes and that there are many ways to use 2D-Codes to influence especially the information search and the purchase decision. The study also revealed a difference of what stages are most likely to be influenced by the use of 2D-Codes between the two countries studied.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-48331Local ID: 5c9928e2-711c-4939-8ef1-5a2c38613798OAI: diva2:1021672
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20110620 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Riedel, Christiane

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