Proximity Precision: Unveiling Consumer Behavior in Marketing's Close Quarters

This paper aims to determine the influence of proximity marketing on the customer behavior. To attain this objective, qualitative primary research method is employed. The impact on the customers and perception of the customers for the personalized advertisements sent to the mobile device using proximity marketing are analyzed by interviewing various consumers. Inputs from consumers are taken by conducting group discussions with different questions based on the influence of proximity marketing. The discussion is accompanied by 30 individuals followed by analyzing the responses. The findings reveal that most of the informants are positively impacted via proximity marketing technology. The current study is conducted for the usage of proximity marketing technology for retail shops and food outlets in the malls. Future research should focus on its usage for multiplex cinema and game zone in the malls. The consumers tend to visit the brand's shop displayed in the advertising content owing to various factors such as promising content of the advertisement and discount offers provided by the brand.