Digital marketing for customer loyalty among price-conscious young consumers on mobile grocery apps
| dc.contributor.author | Raditlhalo, Tidimalo | |
| dc.contributor.supervisor | Ndlela, Thubelihle | |
| dc.date.accessioned | 2026-05-18T10:43:05Z | |
| dc.date.issued | 2024 | |
| dc.description | A research report submitted in fulfillment of the requirements for the Master of Management in the field of Digital Business, in the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024 | |
| dc.description.abstract | This study explores how digital marketing elements influence customer loyalty among young price-conscious consumers using mobile grocery applications. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), the research examines key components such as perceived ease of use, personalization, information quality, and interactivity in shaping consumer attitudes and customer loyalty. A quantitative research approach was employed, gathering data through structured surveys from young South African consumers. Findings reveal a strong relationship between digital marketing elements and consumer loyalty, highlighting how targeted promotions, seamless app usability, and interactive engagement enhance brand commitment. This research provides valuable insights for FMCG companies seeking to refine their mobile grocery app strategies, improve user experience, and reduce cart abandonment. | |
| dc.description.submitter | MM2026 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Raditlhalo, Tidimalo . (2024). Digital marketing for customer loyalty among price-conscious young consumers on mobile grocery apps [Master`s dissertation, University of the Witwatersrand, Johannesburg]. WIReDSpace. https://hdl.handle.net/10539/49270 | |
| dc.identifier.uri | https://hdl.handle.net/10539/49270 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2024 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | UCTD | |
| dc.subject | Digital marketing elements | |
| dc.subject | Customer loyalty | |
| dc.subject | Mobile grocery apps | |
| dc.subject.primarysdg | SDG-9: Industry, innovation and infrastructure | |
| dc.title | Digital marketing for customer loyalty among price-conscious young consumers on mobile grocery apps | |
| dc.type | Dissertation |