| Summary: | This research is focused on the area of mobile Big Data, particularly personal location data and its usage to gain insights into customers’ in-store behaviours. The objective of this research is to study the practical potential of mobile Big Data in order to evaluate its impact on business decision-making in the case company. This study was commissioned by Elgiganten AB – Haparanda. The case company is a part of Elkjøp Nordic AS, the largest consumer electronics and home appliances retailer in Sweden. The study stemmed from the need to increase the case company’s understanding of the customers’ behaviours. This research is practically oriented with the theoretical framework revolving around studying the mobile Big Data, sensors’ tracking technologies and Apache Hadoop applications. To accomplish the objectives of this research, the business scenario using mobile Big Data to support decision making in the case company was formulated and scrutinised. The qualitative research method was used in this single case study for the case company. Exploratory research approach was chosen due to the novelty of the research area. This research makes extensive use of both primary and secondary data. The primary data was gathered through in-depth interviews and questionnaire. The secondary data was collected from established research works conducted on mobile Big Data and its related issues, i.e. Big Data technologies, business value and ethics. On the basis of the theoretical discussions, the business scenario, and the in-depth interviews and questionnaire, the research results indicate that mobile Big Data can provide various valuable insights into the customers’ behaviours in the case company’s retail store. Consequently, the business decision-making can be enhanced.
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