New consumers and new technologies: How manage them inside malls through marketing?

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Henri, Margaux
Issue Date
MSc in Marketing
Dublin Business School
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The objective of the study conducted is to analyse how mall are integrating new factors as new consumers and new technologies in their marketing strategy. The research evaluates what are the new challenges they have to face but also what are their new way of analyse and influence made possible thanks to digital and new technologies. The research investigates in one hand on qualitative data through observation inside a mall experience, but also through expert interview, who will provide information and maximize researches. In another hand, quantitative data will be conducted through 100 of participants to obtain relevant figures that will allow us to show correlations between researches, expert interviews, observatory and collected responses.