Title page for ETD etd-05122012-175020

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
Advisor Name Title
Dr C Corder Supervisor
  • value proposition
  • bottom of the pyramid
  • low-income markets
  • m-commerce
Date 2011-04-20
Availability unrestricted
This 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.

2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

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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