Impact of location-based services on consumers buying behaviour, illustrated by the German market

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The thesis explores the evolution of consumer decision-making influenced by the shift from seller-dominated to customer-oriented marketing since the 1960s. It highlights how advancements in technology, including color television and the internet, have expanded consumer choices and complicated decision-making processes. The rise of mobile devices, particularly smartphones, has further transformed accessibility to information, making mobile-location based marketing increasingly relevant for both consumers and organizations. This analysis emphasizes the importance of understanding consumer behavior in today's marketing landscape.