The impact of hyperlocal marketing on consumer purchase intention
Rashid, Wali (2026)
Kandidaatintutkielma
2026
School of Business and Management, Kauppatieteet
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe20260710110593
https://urn.fi/URN:NBN:fi-fe20260710110593
Tiivistelmä
This research explores the impact of hyperlocal marketing on the intention of consumers to purchase products/services through the lens of perceived relevance, convenience, and personalization. A quantitative cross-sectional survey with 89 participants was conducted, and the collected data was analyzed with the help of multiple linear regression.
According to the results of the analysis, the perceived personalization and relevance have a significant positive impact on purchase intention. Perceived convenience also has a positive impact, although not as high as perceived personalization and relevance.
The research reveals that consumers react more positively to hyperlocal marketing if advertisements are personalized and relevant to their needs.
According to the results of the analysis, the perceived personalization and relevance have a significant positive impact on purchase intention. Perceived convenience also has a positive impact, although not as high as perceived personalization and relevance.
The research reveals that consumers react more positively to hyperlocal marketing if advertisements are personalized and relevant to their needs.