Consumers’ views on QR codes in marketing

Abstract

Nowdays QR codes appears on everything from newspaper ads to food products. Using a smartphone and a QR reader consumers are able to scan these codes. The purpose of this study is to understand how well companies reach the consumers by using QR codes in their marketing. The study discuss which expectations consumers have on different ads and if these expecations are fulfilled.

The result of this study indicates that consumers are interested in scanning the QR codes. QR codes have a great chance in succeeding as a good marketing strategy. However it requires some changes in both the behavior of the consumers and companies. The companies have certain factors they need to improve for the consumers to take the step and scan the QR codes. Clear information about what to expect from the QR code was one of the factors the participants in the interviews valued most.