The role of Brick and Mortar store in developing countries: The case of smartphone industry in Serbia

Abstract

The aim of this thesis is to analyze the Serbian mobile market with specific reference to smartphone retailing, which has recently undergone significant changes. As a frontier country, located very close to a mature market, Serbia may provide a useful insight for marketing experts and producers of smartphone. First the study focuses on the companies which share the Serbian smartphone market, analyzes in detail the different marketing channels and strategies used by retailers to conquer customers, from brick-and-mortar retail to multichannel retail and their impact on the purchasing decision. Second, the study connects the variables of advertising and compares the importance of each variable individually on the purchasing decision to better understand the relative importance of brand perception.