Mobile technology: motivations and point of purchase

This article addresses the question of how mobile technology retailers in Latam can offer a unique experience, tailored to people's needs and motivations, at the point of sale.

Mobile technology: motivations and point of purchase

Armando Mora, Constanza Antelo, Maria Carolina Naranjo, and Ana Carolina Sanchez

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Preface

Technology has become a new ingredient for social survival. Even considering that mobile devices are not exactly cheap, nowadays, it is easier for all socio-economic levels to have access to them. At an emotional level it is very important for people to be able to buy or have mobile devices; otherwise they might feel excluded or behind, as mobiles are symbols of economic status and differentiation. For retailers it is crucial to...

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