The basis for doing research on “An evaluation of the effects of Mobile Marketing on Consumer Behaviour – A Case Study of Subway, UK” is the growing importance and popularity of mobile marketing strategies in the contemporary business environment. Marketers are utilising the fact that mobile devices are now so engrained in people’s daily lives to connect and engage with customers in novel ways.

By doing this study, significant information on the effectiveness of Subway’s mobile marketing initiatives may be learned. Understanding how mobile marketing impacts factors like purchase decisions, brand loyalty, and customer engagement may help Subway and other businesses enhance their mobile advertising strategies to better suit the wants and preferences of UK customers.