Document Type Master's Dissertation Author Mahomed, Mohamed Zanulabedeen URN etd-05122012-175020 Document Title Adaptation of the m-commerce value proposition for low-income markets Degree MBA Department Gordon Institute of Business Science Supervisor
Advisor Name Title Dr C Corder Supervisor Keywords
- value proposition
- bottom of the pyramid
- low-income markets
Date 2011-04-20 Availability unrestricted AbstractThis research project investigates the requirements or factors that will influence mcommerce adoption in low-income markets. The framework incorporated awareness, availability, convenience, affordability and acceptability as variables for m-commerce adoption in low-income markets.
Mobile commerce is the next step in the evolution of networked computing and is the utilisation of mobile communication for financial gain. In South Africa, the fast rate of mobile technology adoption has created an access footprint for mcommerce across the country. Businesses are adopting m-commerce into their business strategies to tap into these new markets. Recently the potential commercial benefit in low-income markets is being explored by business. In South Africa the low-income market has been characterised by the foundation tier of the economic pyramid. Although this market is seen as extremely price sensitive and has little to no disposable income, the collective potential of it is considerable.
The research found that certain aspects of the framework were applicable. Awareness, knowledge and acceptability were seen to have the highest association with m-commerce adoption in the low-income market.
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Please cite as follows:
Mahomed, MZ, 2010, Adaptation of the m-commerce value proposition for low-income markets, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05122012-175020/ >
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