Consumers’ Value Assessment on Location-Based Service Application as a Mobile Marketing Tool

The advancement in information communication technologies has unified the world into a global village, facilitating business activities, and enhanced personal interactions among nations, business firms, captains of industries, and individuals across the globe. Access to business marketing activities among consumers' via their mobile devices has been facilitated, making life and interaction among people beautiful. These have also enhanced consumers to be better informed and educated about marketing activities in the market, thereby expanding the business customer relationship. The introduction of smart phones in the market has also opened and widens business customer relationship, but issues of privacy control and value perspective continue to be the paramount consideration in the eyes of the consumers. Acceptance among consumers in relation to these new media for communication and tools for market information acquisition are without challenges. One of the prominent applications of these smart phones is the location based service application which depends on individual current location to render services which are tailored to a particular individual location. Its uses have also raised issues that bother on value benefits, privacy, and control among consumers. This study reviewed the literature and found that consumers are most concerned about value assessment; as value benefits served as the main primary driver for consumers' use of location based service applications. Although privacy and control may be raised, value assessments of the location based service applications are still considered paramount in the minds of the consumers. This study is an exposition of location-based service applications from consumers' value benefits assessment