Project Report On Consumer Mindset Towards Mobile Marketing
Project Report On Consumer Mindset Towards Mobile Marketing
Project Report On Consumer Mindset Towards Mobile Marketing
On
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Abstract
Mobile marketing has opened up new ways for businesses to connect and interact
in a more meaningful manner with their target customers over the last few years.
Mobile marketing apps and mobile advertising has become a modern medium for
marketing campaigns. When mobile applications have been used in combination
with mass advertising, the success of marketing campaigns has improved
dramatically and, in that case, potential buyers show more desire to buy. Mobile
marketing offers time and location-sensitive, customized knowledge to consumers
that facilitates products, services and ideas. SMS messaging is probably the most
popular distribution platform for mobile marketing services. The second-most
popular platform, led by display based campaigns, is search engine marketing. The
study would discuss the current understanding of how to maximize value for
customers and retailers by mobile marketing. It will also discuss the aspects that
affect the reception of mobile ads from the point of view of both the market and the
customer. It will also give a conceptual model of the ability of customers to
embrace mobile advertisements, based on a study of previous research works in
the area.
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Literature review
In, Failte Ireland, the National Tourism Planning Authority, wrote a paper on
“A guide to how you can market your business to mobile phone users”. It says
that while many internet users access the internet via smartphone, it is very critical
that the website of a business should be accessible in smartphones as well. Since a
lot of websites are not made for the small screen, many websites are not available
via smartphones, so many websites are not usable on mobile devices. If an
organization is seeking to do mobile marketing, the website that is available via
mobile should be easy to use and convenient to use. This study indicates that any
organization should have a mobile plan as mobile devices have been part of their
lives.
Khomsun Tunsakul wrote a report on “The Evolution of Mobile Marketing”. It
defines mobile marketing as ‘the use of mobile for marketing communication’. The
study states that many smartphone users not only use mobiles for their simple
calling feature, but also looks for entertainment, business work and for
information. This study explores the evolving face of mobile ads in which billions
of smartphone advertising are delivered to mobile users in a single day.
Smartphones have made it easier to meet the target user.
Dr. Shalini Nath Tripathi in her research paper on “Investigating the impact of
mobile marketing in the current Indian scenario and proposing
customerization as a solution”. According to this study, customerisation is really
relevant, which solves pessimistic thoughts about mobile marketing for many
consumers. It also tends to achieve greater consumer responsiveness, thereby
benefiting the firms. In general, mobile marketing is not very receptive and many
mobile ads are deleted without realizing that the mobile marketing intent fails. But
when a customer gets his commercial preference, including the brand he / she
prefers; the sort of product he / she wants is receptive to the advertising. This is a
valuable lesson for businesses, as it is important to rely on the mass marketing
approach, such as mobile marketing, which does not meet many customer needs. In
this research paper that uses software to customerise mobile marketing methods,
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the solution to this issue is presented. The software is able to track the consumer's
preferences and dislikes.
Karthikeyan and Balamurugan, did their research study on “Mobile
Marketing: Examining the impact of Interest, individual attention, problem
faced and consumer’s attitude on intention to purchase”. The goal of the
research was to study the perception of mobile users against mobile marketing and
to verify its effect, i.e. mobile marketing, primarily mobile ads, on mobile users
with regard to purchasing decisions. The report concludes that the purchasing
choice varies with the form of mobile ads.
A report was produced in 2011 by Sarah Owens and Lisa Shank on “How
Mobile Vouchers are transforming Mobile Marketing?” This study contrasts
different forms of ads, such as online marketing, viral marketing, mobile
marketing, etc. It says that mobile marketing is the best way to meet the end user
relative to the rest of the country, as mobile has become an integral part of
everyone’s lifestyle in today's world. The study notes that relative to conventional
coupons, mobile marketing prices are much lower, i.e. the cost of distribution is
much lower. Mobile coupons is only going to work if their target group is accurate,
if a mobile consumer is not comfortable purchasing a mobile product that is not
their target segment. Mobile coupons should be secure in order to provide
consumers with an authentication code.
Venkatesh Shankar, Alladi Venkatesh, Charles Hofacker and Prasad Naik
published a research paper in The Journal of Interactive Marketing on “Mobile
Marketing in the retailing environment: Current insights and future Research
avenues”. In this research paper they explain mobile marketing, it notes that
mobile marketing is not only one way of communicating, but rather two or many
more methods of facilitating communication between the consumer and the
organization that requires a communication device, i.e. mobile. According to this
report, smartphone growth in the retail industry has shifted the retail marketing
model. This research paper has conceptualized a structure, working around i.e. the
smartphone, the buyer and the manufacturer were the main individuals. The system
tackled a range of topics, including mobile adoption inhibitors and barriers, the
mobile customer group, core mobile marketing activities for retailers, etc.
In March 2015, Indian Journal of Science and Technology published a research
study conducted by Rakesh Roushan, Mita Mehta and Arti Chandani on
“Study of Mobile Marketing Communication in India”. This research paper
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attempted to explain the degree of approval and the behavior of Indian customers
against growing mobile marketing communications. It showed how gender, age,
city, schooling, occupation and income classes differ in acceptance and attitude.
A research study was conducted by Phumisak Smutkupt, Donyaprueth Krairit
and Vatcharaporn Esichaikul on “Mobile marketing: implications for
marketing strategies”. The goal of this study was to provide an evaluation of the
possible effect of mobile devices on marketing practices in general, using the
familiar structure of 4 Ps (product , price , promotion, location) and 4 Cs
(consumer, cost, contact and convenience). The results showed that mobile
marketing has an immense effect on all aspects of the marketing mix. Its key
benefit lies in its remarkable capacity to deliver information in a customized and
engaging manner, without time and location constraints. The successful use of
mobile marketing relies on the willingness of businesses to make use of this
functionality.
Matti Leppäniemi and Heikki Karjaluoto conducted a research study on
“Factors influencing consumer’s willingness to accept mobile advertising: a
conceptual model”. The aim of the study was to create a quantitative model of the
ability of consumers to consider mobile marketing. The research discussed aspects
that affect the reception of mobile ads from the point of view of both the market
and the customer. This study described the major factors of mobile advertising and
offers a context through which it is possible to determine the essential elements
impacting the ability of customers to consider mobile marketing.
Sandra Luxton, Umer Mahmood and Carla Ferraro conducted a research on
“Mobile Phone Marketing: Challenges and Perceived Attitudes”. The aim of
the study was to recognise the crucial challenges faced by mobile phone marketers
and the key factors affecting customer perceptions. The paper concluded that
perceived entertainment, reputation, rewards, technical familiarity and message
frequency are the main factors of customer perceptions towards mobile marketing.
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Research Methodology
Primary Data
Primary data will be collected through questionnaires
Secondary Data
A preliminary search for literature has been performed. The scope for literature
was limited to reading articles and was focused on keywords such as:" mobile
marketing," "m-marketing", "mobile commerce", "m-commerce", "web
advertisement", "m-advertising "and " m-loyalty”
Sampling
Sampling will be done among peoples aged 17-50 years as they do have absolute
knowledge about mobiles and advertisements and understand the concept and
contents of a certain advertisements very clearly
Sample-size
Sample size would be at least 100 respondents
Sampling Technique
Purposive sampling or judgemental sampling most appropriate to answer research
question and meet the objectives of study
Research Type
Non-probability sampling is chosen as sampling strategy in this study.
Tools
SPSS
Microsoft Excel
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Google form