Customer Behavior Management Based on Geolocation Data

The purpose of this master thesis is to analyze the consumers’ behavior by the collection of the primary data and further secondary data analysis, on the basis of which consumer behavior management cases can be created, in case of using recommendation systems in shopping centers. The paper identifies 3 hypotheses, for the confirmation and refutation of which the research data of Chloe Dubos Le Cadre "Consumers' concerns around the issue of geolocation systems for mobile marketing" is analyzed. The special research is conducted, where 100 respondents from 9 cities are taken part in. There management cases are built based on the analyzed hypotheses. Each case contains solutions for the possible problems. Such solutions are based on the received data during the research process. The master thesis also describes the possible directions for the development of the recommendation systems to the transition to omnichannel, and also provides methods for the monetization in case of the expansion of the functionality and use of geolocation data for visitors in shopping centers.