UNIVERSITY OF MUMBAI

Effect OF MOBILE MARKETING ON YOUNGSTERS

A Project submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management of Studies

Under the Faculty of Commerce

By

SAYED ZAHEER ABBAS

Under the Guidance of

Asst. Prof. Khan Gulfam Jaha Jumma K.

Sree Narayana Guru College of Commerce

P.L. Lokhande Marg Chembur (W), Mumbai, Maharashtra 400-089

May – 2022.
1
 Sree Narayana Guru College of Commerce

P.L. Lokhande Marg Chembur (W), Mumbai, Maharashtra

400-089.

Certificate

This is certify that MR. SAYED ZAHEER ABBAS has worked and duly
completed her/his project work for the degree of Bachelor of Management
Studies under the faculty of commerce in the subject of Marketing and his
project is entitled “EFFECT OF MOBILE MARKETING ON
YOUNGSTERS” under my supervision.
I further certify that the entire work has been done by learner under my guidance and that no
part of it has been submitted previously for any Degree or Diploma of any University.

It is his own work and facts reported by her/his personal findings and investigation.

Prof. Khan Gulfam Jaha Jumma K

2
 Declaration by Learner

I undersigned MR.SAYED ZAHEER ABBAS hereby, declare that the work

embodied in this project work titled “EFFECT OF MOBILE MARKETING
ON YOUNGSTERS” from my own contribution to the research work carried
out under the guidance of Asst.Prof.Khan Gulfam Jaha Jumma K. Is a result
of my own research work and has not been previously submitted to any other
University for any Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been
clearly indicated as such as included in the bibliography.

I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical conduct.

SAYED ZAHEER ABBAS

Certified by

Khan Gulfam Jaha Jumma K.

3
 Acknowledgement

I would like to express my gratitude and sincere thanks to my Project Guide

Ms. Khan Gulfam Jaha Jumma K. For instilling confidence in me to
carry out this study and extending valuable guidance and encouragement from
time to time, without which it would not have been possible to undertake and
complete this project.

I would like to thank my Principal Dr. Ravindran Karathadi for providing

the necessary facilities required for completion of this project.

I also wish to extend my appreciation to our Coordinators. Rishita

Shukla for her kind co-ordination support.

I would like to thank my colleagues for their valuable comments and suggestion
for making this a cherisable experience for me.

I would also like to thank my parents and my friends, who have stood by me
whenever needed, and without whose support this task would not have been
accomplished.

4
 Table of Contents

Abstract………………………………………………………………………………1
Introduction………………………………………………………………………….2

1. Mobile Marketing Sector ........................................................................... 8

1.1 Marketing Mobile Introduction ................................................... 4
1.2 Conceptual Framework ................................................................ 7
1.3 The future of mobile marketing................................................... 14
1.4 Mobile Marketing in India……………………………………….16
1.5 Research Methodology…………………………………………...19

2. Literature Review .................................................................................. 20

PAPER #1: Mobile channels are perceived to be more personal than
traditional and e-mail channel ..................................................... 20

PAPER #2: Investigating the Impact of Mobile Marketing in the Current Indian
Scenario and Proposing CUSTOMERIZATION as a Solution............ 22

3. Analysis and Findings ............................................................................ 26

3.1 Overall findings ......................................................................... 41
3.2 Suggestions ............................................................................... 42
3.3 Conclusion................................................................................. 43

4. Bibliography ........................................................................................... 45

Appendix ............................................................................................................. 48
Questionnaire........................................................................................................ 48

5
 Abstract
Mobile Marketing is emerging function of marketing. Today marketers want to stay
connected with their customers‘ always. As lifestyle of consumers is changing importance
of traditional mediums like TV, Radio etc is decreasing and newer mediums like mobile,
internet etc is gaining importance. Since mobile is a personalized device which a customer
keeps with him always; when he is resting when he is travelling, when he is going out with
friends and family etc. So marketers can stay in touch with their customers whenever.
Nielson survey demonstrate that consumers are increasingly gaining trust in the credibility
of mobile messages.

In this project it is first tried to find out the different ways in which marketers send their
messages through mobile medium. Also how mobile marketing effect the youngsters.
After gaining a secondary perspective the aim was to find out the current state of mobile
marketing and its penetration in the lives of customers. It is also tried to find out the utility
and importance of mobiles in consumer decision making process. It was observed that the
penetration of mobile advertisements and marketing is very high in the day to day life of
consumers but importance is relatively low. Customers mostly use mobile phones for
searching purpose but the involvement of mobile in other decision making stages is not
much.

Then an attempt was made to understand the attitude of customer attitude towards mobile
marketing. The trust in the credibility of mobile marketing is quite high this trust does not
lead to any kind of brand preference or purchase decision. Still the mobile advertisements
are not interesting enough or relevant enough for consumers to share.

Looking at the current trends and consumer attitude it was found in what kind of activities
consumers like to engage themselves and what kind of communication they are willing to
receive. It was observed that customers are quite irritated by unnecessary spamming and
are looking for messages that are relevant to them. So marketers should focus on
Customerization of messages in terms of content, location, time etc. Also the consumers
are looking for mediums in which they can initiate a two way communication with brands,
so initiatives should be taken by marketers to facilitate suchcommunication.

6
 Introduction
It is not uncommon these days to receive a SMS about the end season sale available in
your nearest Van Heusen store, or see an advertisement link while playing Candy Crush
on your android smart phone all these are forms of mobile marketing which we encounter
every day. The technical definition of mobile marketing would be ―Mobile marketing is
marketing on or with a mobile device, such as a smart phone. Mobile marketing can
provide customers with time and location sensitive, personalized information that
promotes goods, services and ideas‖. It is the most customized form of a marketing in
which advertisers can send messages or promotional campaigns to customers completely
in synchronization with their profile. Instead of spamming the users, companies can
provide them relevant information to facilitate their purchasedecision.

It is a medium by which marketers can reach their customers anytime, anywhere they want
only the availability of mobile network is required. Users carry their mobile phones always
with them, so the chances of receiving a message and seeing it instantly are very high. It
has been observed that users read a mobile message within 4 minutes of receiving it. Thus
it provides a brilliant method for communicating your message to the target consumers as
it has a very high probability of getting accepted. The entire concept of mobile marketing
makes its convertibility very high. The only hindrance in this medium of connectivity is
unavailability of mobile network. Another important aspect of mobile marketing is that it
is user controlled, users only receive messages from companies and operators they are
interested in. They can block messages from businesses just by sending a terminating
message.

7
There are various forms of mobile marketing like SMS marketing in which customized
text messages are sent to the consumers, MMS which is more audio visual in nature to
attract consumer, mobile app marketing in which different smart phone app are created
based on the mobile operating systems to improve user engagement with the brand and
product. Then there are various in game advertisements in congruence with the growing
mobile gaming industry. With the increasing penetration of smart phones businesses are
making mobile websites suitable for mobile screens. Marketers are using Bluetooth,
Infrared etc to transmit messages.

Mobile advertising is becoming more and more popular these days. However, some mobile
advertising is sent to the consumers without a required permission from them causing
privacy violations. It should be noted that irrespective of how well advertising messages
are formulated and how many additional benefits they provide, if consumers do not have
full confidence that their privacy will be protected, this will hamper their widespread
deployment of marketing effort.

Looking at the various advantages and setbacks of mobile marketing in this project we
tried to find out the present and future trends of mobile marketing. In the present world of
changing technology how relevant it is for marketers to adopt mobile marketing as a
medium of communication. We tried to analyze the consumer attitude towards mobile
marketing by analyzing patterns in their behavior like their first reaction when encountered
with such an event, their belief in the credibility of mobile communication, their
preference for products and brands marketing through mobile mediums and how
frequently they spread messages via word of mouth. All these factors gave us an idea about
the overall consumer attitude towards mobile marketing.

Then we tried to gauge the activities in which consumers are engaged while using mobile
phones and the places where they would like to receive information keeping in mind their
concern for privacy. Keeping all these factors in mind we tried to predict the future trends
in mobile marketing.

8
• Mobile marketing is marketing that takes place via mobile devices such
as smart phones, tablets
• Mobile marketing makes usage of features of modern mobile
technology such as
• location services to modify marketing campaigns based on a customer's
location or frequently
• visited places. Mobile marketing is a way in which technology can
promote personalized goods
• or services to a user who is constantly connected to a network via their
mobile device
• Mobile marketing may include promotions sent through SMS text
messaging, MMS multimedia
• messaging, through downloaded apps using push notifications,
through in-app or in-game
• marketing, through mobile web sites, or by using a mobile device to
scan QR codes. Proximity
•systems and location based services can alert users based on
geographic location or proximity to
• a service provider. Mobile marketing is similar to electronic advertising
and uses text, graphics and voice messages.
 Mohammad Kashif (2015) - The paper aims to understand how mobile
marketing has affected the lifestyle of youngsters.
It is based on the secondary data, and it explores different articles
published on mobile marketing and its impact.
The youths are responsible in family economies for making agile decision.
The businesses got to adhere their marketing efforts to stay up with the
advance in technology because the age of mobile has already arrived.
K.R Shabhu, Aathira Nandakumar and Aswathi Nandakumar (2016) -
Marketing with the help of mobile phones will help the brand managers to
communicate with the customers through SMS, MMS and other available
service
Considering the very fact that today's youngsters are tomorrow's
consumers, there's a requirement to organize youngsters to think about
different consumption Half of the Indian population is under the age of 25
and two-third is less than 35.
The executives of different companies will go along with the statement of
Abdul Khan,Tata Teleservices i.e., their focus is on youth. It has become
more challenging and essential to reach the youth buyer.
“This age group is open to risk and is willing to try anything and , as a
result, marketers are willing to try innovative strategies,” said
AshishDikshit, president, Madura Garments, a division of Aditya Birla Nuvo
Ltd, at India launch of Esprit Holdings Ltd’s youth brand, EDC, inOctober.
 Objective

 The primary objectives are:

a) To study the perception of youngsters towards mobile
marketing.
b) To study of attitude of youngsters about mobile marketing.
c) To find impact of Mobile Marketing on youngsters.
 The other objectives are:
a) To evaluate if the youth has accepted Mobile Marketing.
b) To understand if industry has adopted Mobile Marketing as
effective marketing medium.
c) To check awareness of the mobile marketing
on youngsters.
d) To know the preference of people towards mobile marketing
on youngsters.
e) To find youngsters readiness towards mobile marketing.

Instant Results.
The mobile phone is almost always powered
on and near to its owner which means, he or
she will receive the message at the very
moment it is sent and can act on it.
Affordable.
Build Customer
Relationship. Reach
Target Audience.
Easy to track User
Response
• To study and understand the effect of Mobile advertising and Marketing
among the youngster in Chennai

• To identify youngster’s influence in mobile advertisements

• To know the risk factors and privacy issues in mobile advertisement

 Chapter 1 : Mobile Marketing Sector
1.1 Introduction.

Marketing mobile

Marketers must remember that mobile cannot, and must not, be treated like other mass
mediums out there.

Mobile is a highly personal channel, with attendant sensitivities and double opt-in
permission requirements. So it‘s not the quantity that should matter for marketers looking
to incorporate mobile into their multichannel marketing plans. It‘s the quality – and that‘s
where mobile excels.

While the economy could be better, that hasn‘t stopped consumers from quickly shifting
to mobile many tasks that previously were conducted on computers.

The choice for marketers and ad agencies then is not to deliberate whether to have an SMS
program or mobile banner ads or a mobile Web site or a mobile coupon program or a

.mobi domain or an iPhone/BlackBerry/Android application.

Instead, the decision to be made is which one of these options – or a combination – is
relevant for the brand in its efforts to reach consumers through multiple, relevant touch
points.
Smart marketers and agencies will think like smart fishermen: fish where the fish are.
Consumers have already moved to mobile, and are staying there for a long time.

Marketers should focus this year and next on using mobile – especially SMS and
applications to build databases of consumers who have opted in not once but twice to
receive targeted offers, alerts and information from marketers.

Mobile advertising has increasingly become a two-way street, providing a link for
engagement between customers and companies, ‖ said Bob Kraut, vice president of
marketing communications at Pizza Hut.

―Rather than simply giving customers information, companies are using mobile
 Indian Telecom Industry

Introduction

Telecommunication services are globally recognized as one of the driving forces for
overall economic development in a nation. They are also one of the prime support services
needed for rapid growth and modernisation of various sectors of the economy. The
Government of India recognises this fact and hence, has taken several major initiatives to
provide a business friendly environment for companies in this sector.
Driven by 3G and 4G services, it is expected that there will be huge machine-to-machine
(M2M) growth in India in 2016-17, according to UST Global. There is also a lot of scope
for growth of M2M services in the government's ambitious Rs 7,000 crore (US$ 1.1
billion) 'Smart City' program

The rapid strides in the telecom sector have been facilitated by liberal policies of the
Government of India that provide easy market access for telecom equipment and a fair
regulatory framework for offering telecom services at affordable prices. According to a
study by GSMA, it has been expected that smartphones will account for two out of every
three mobile connections globally by 2020 and India is all set to become the fourth largest
smartphone market.

14
Market Size

India saw the fastest growth in new mobile-phone connections with 18 million net
additions in the third quarter of 2014, according to a report by Swedish mobile network
equipment maker Ericsson. The number of smartphones, which account for just 37 per
cent of all mobile-phone subscriptions, will reach 2,700 million by 2014, and growing at
15 per cent compounded annual growth rate, will cross 6,100 by 2020. The falling cost of
handsets, coupled with improved usability and increasing network coverage, are factors
that are making mobile technology a popular phenomenon inthe country.

The broadband services user-base in India is expected to grow to 250 million connections
by 2017, according to GSMA. It also expects to see increased mobile broadband
penetration in India, with over 250 million on either 3G /4G by2017.

According to the GSMA‘s broadband services report card, the month-on-month (m-o-m)
broadband growth rate in India was at 4.95 per cent, with 60.87 million subscribers as of
March 2014. State-owned Bharat Sanchar Nigam Ltd (BSNL) leads the combined wired
and wireless broadband market with 27.54 per cent share.

Road Ahead

India will emerge as a leading player in the virtual world by having 700 million internet
users of the 4.7 billion global users by 2025, as per a Microsoft report.

With the government‘s favourable regulation policies and 4G services hitting the market,
rapid growth is expected in the Indian telecommunication sector in the next few years.
Also, with developments in this sector, services such as security and surveillance, remote
monitoring of ATM machines, home automation, traffic management, retail, logistics and
grid energy could eventually facilitate optimisation of resources.

15
The Key players in the Telecom Market in India Cellular
Service provider:

1. BSNL
2. Airtel
3. Vodafone
4. Reliance
5. Spice

Telephone subscribers (wireless and landline): 957.61 million (Sept 2014)

Land lines: 27.41 million (Sept 2014)
Cell phones: 930.20 million (Sept 2014)
Monthly cell phone addition: 5.88 million (Sept 2014)
Teledensity: 76.75% (Sept 2014)

2. Conceptual Framework

1. Mobile Phone, Mobile Marketing and Mobile Commerce.

2. One of the marketers‟ demands is to be able to communicate
with potential customers and to contact them anywhere and
anytime. Mobile phone made a revolutionary contribution to
fulfilling the anywhere and anytime connectivity marketers‟
wishes. Yuan and Cheng (2004) emphasize that mobile
marketing is getting increasingly popular because mobile
phone is a personal device used in marketing. Scharl et al.,
(2005) define mobile marketing as using a wireless medium
to provide consumers with time- and location-sensitive,
personalized information that promotes products, services and
ideas, thereby benefiting all stakeholders. Shortly, mobile
marketing refers to marketing activities and programs
performed via mobile phone in mobile commerce

16
.

The rapid growth of mobile phone has also come up with a new term: mobile commerce.
It has a strong impact on industries like e-commerce in general (E-Business Report, 2000)
and transformed mobile commerce into a major driving force for the next wave of e-
commerce (Liang and Wei, 2004). The growth and use of mobile commerce as an
emerging technology has the potential to dramatically change the way consumers make
business. Mobile commerce driven by wireless communication technology is also
generating interest from marketers (Aungst and Wilson, 2005). Therefore, the penetration
of this new technology has evoked changes in advertising, retailing and shopping in
marketing, and companies wishing to make business in mobile markets should be ready
for mobile marketing and mobile commerce.

In the literature, all mobile commerce definitions are very similar. In principle, any
transaction with a monetary value conducted via mobile communication networks can be
considered mobile commerce (E-Business Report, 2000). As regards this definition, Siau
et al., (2001) define mobile commerce as a new type of e-commerce transaction conducted
through mobile devices using wireless telecommunication networks and other wired e-
commerce technologies. Dholakia and Dholakia (2004) describe mobile commerce as
electronic commerce transactions carried out via mobile phones and wireless terminals.
Bai et al., (2005) simply identify as the transaction conducted over a wireless
telecommunication network, either directly or indirectly. Briefly, mobile commerce can

17
be understood as a business model that allows a consumer to complete all steps of a
commercial transaction using a mobile phone (DSTI/CP, 2006).

In mobile commerce, mobile marketing is increasingly prevailing and appealing to

marketing for many reasons. For example, consumers carry them every day, everywhere,
and mobile phones are almost always on (Yuan and Cheng, 2004). The forces
underpinning the emergence of mobile commerce can be summarized as (1) proliferation
of mobile devices, (2) convergence of mobile telecommunication networks and Internet,
(3) Transition to 3G (Third Generation Mobile System), and (4) the emergence of broad
set of highly personalized location applications and services (Sadeh, 2002). Therefore,
mobile commerce has attracted growing attention over the last few years and continued to
revolutionize marketplaces by introducing new business models as well as offering some
advantages to customers, retailers and GSM operators.
Even though Barnes (2002) put forward that the diffusion of mobile commerce services
are very poor so far due to high cost, slow transmission rates, high power consumption of
devices and inadequate mobile interfaces, mobile commerce come true these days because
of the wireless mobile technology developments and 3Gphones.

1.2.2. Mobile Commerce Businesses and Services

In addition to e-commerce, mobile commerce creates new marketplaces among producers,

distributors, retailers and customers anywhere and at any time. seen in Figure 1, mobile
commerce models are divided into B2B (business to business) and B2C (business to
customer) perspectives.

B2C mobile commerce is composed of three parts: GSM operators or retailers, customers
and logistics providers. GSM operators or retailers adopt pull promotion strategy over
customers who have mobile phones in order to market and sell products and services.
Customers can order products and services via mobile phone and purchase them. Logistics
providers carry them from warehouse or store to customers. B2C perspective is just one

18
example where this kind of powerful information could be aggregated by a carrier or a
service provider for marketing purposes (Casal et al., 2004). B2C mobile commerce also
requires a strong relationship among customers, retailers, GSM operators, logistic
providers and banks etc. (Barutçu, 2007).
Basically, mobile commerce is a service-based business, and many business opportunities
are offered in mobile commerce. Various classification attempts have been made in the
literature to classify existing and possible mobile commerce services like commerce,
shopping, entertaining, advertising, information service and personal interaction
(Schnicke, 2002). According to Leem et al., (2004), the B2C mobile commerce is
subdivided into commerce, intermediary and information models, and subcategories o f
B2C models represent the current outstanding mobile businesses in Figure 2. Funk (2005)
analyzed the potential mobile service applications and explained how mobile phone affects
the business, marketing and entertainment as seven applications; (1) multi-media mail, (2)
mobile phones as portable entertainment players, (3) mobile marketing, (4) mobile
shopping, (5) navigation, (6) use in lieu of tickets and money, and (7) mobile intranet
applications.

Location-based mobile information and service play a significant part in B2C mobile
commerce. The vast majority of uses for location-based mobile services are likely to be
commercial, involving the provision of specific services adapted to individual profiles and
their location (Casal et al., 2004). Using the information on the users identity, position,
access time, and profiles, GSM operators or retailers can offer the users optimal
information or services, which are contextually relevant to them at the point of need (Liang
et al., 2004) and the resulting customers‟ location data can be used for direct marketing
(Casal et al.2004). To this date, GSM operators have been most interested in the use of
location information for providing innovative location-based mobile services. These
services have gained attention as companies are facing new opportunities in offering more
customized services. The ability to identify the customer's location at a certain time is one
of the most promising applications of mobilecommerce.

19
By using new browsers and other mobile applications, the new range of mobile technology
offers the Internet „in user pocket‟ for which the users possibilities are endless, including
banking, booking or buying tickets, shopping and real-time news (Barnes, 2002). When
using the mobile Internet, mobile phone users reach all web pages via 3G mobile phone
without computer. Therefore, Funk (2004) described the key technological trajectories and
their potential effect on the expansion of mobile Internet applications. The advanced
mobile Internet technologies make the phone a portable entertainment player, a new
marketing tool for retailers and manufacturers, a multichannel shopping device, a
navigation tool, a new type of ticket and money, and a new mobile intranet device.

1.2.3. Mobile Marketing Tools

Mobile advertising, mobile sales promotion, mobile entertainment and mobile shopping
stand out as the critical elements in mobile marketing and mobile commerce.

(i) Mobile Advertising: A key component of mobile marketing communication is

advertising, either in a push or pull mode. After obtaining the consumer‟s permission, push
advertising sends relevant but not explicitly requested text and video messages. Quah and
Lim (2002) argue that the push model will dominate mobile advertising since it saves
consumers‟ time and money compared to browsing content. SMS and MMS messages are
main mobile advertising systems. SMS has become a technological buzzword in
transmitting B2C messages to such wireless devices as mobile phones. Many brands and
media companies include text message numbers in their advertisements to enable
interested consumers to obtain more information. This mode of advertising takes
advantage of valuable channels of wireless communication to enhance customer
relationships, and to carry out direct marketing and promotional activities (Frolick and
Chen, 2004). Moreover, MMS has provided more visual and active messages. Marketers
can benefit from the use of photos, music, logos and animation, videos by advertising to
consumers' mobile phones. SMS and MMS advertising are expected to achieve higher

20
response rates than that of e-mail or television because all advertisements can be sent
personally.

(i) Mobile Sales Promotion: Sales promotion is one of the promotional mix including
coupons, discounts, rebates, free samples, gifts and incentive items in order to observe an
immediate effect on sales. Mobile coupons in sales promotion play a vital role, and
marketers can predict a higher usage of mobile compared to their paper-based equivalents.
Mobile coupons boast at least three advantages: (1) targeting based on mobile phone
numbers, (2) time sensitivity, and (3) efficient handling by scanning the coupon‟s bar code
at the point of sale (Scharl et al., 2005). Thousands of Japanese retailers, restaurants,
manufacturers, and other companies employ the mobile Internet to send discount coupons,
conduct surveys, and offer free samples to registered users via mobile mail. For example,
many restaurants use these mobile-based coupons to offer temporary discounts on slow
nights, thus creating a form of dynamic pricing (Funk 2005).

(i) Mobile Entertainment: The mobile phone has become an important media and
entertainment platform. In the mobile entertainment industry, there are lots of
entertainment services like listening music, playing games, gambling, watching television,
video and sport matches etc., which have set a stage for an explosion of mobile
entertainment industry.

(iv) Mobile Shopping: Mobile phone is an exciting tool to expand customers‟ shopping
options after the Internet. At first, mobile phone can seem like a scary place to shop;
however, mobile phone users can go online to buy just about Consumers‘ Attitudes
Towards Mobile Marketing and Mobile Commerce in Consumer Markets 21 anything
their need or want. Used properly, mobile shopping is a new easy, practical, and
economical shopping tool. The sudden growth of mobile shopping has placed mobile
retailers at consumers‟ fingertips, and allowed mobile phone users to purchase nearly
anything they desire without ever leaving their houses and offices.

1.2.4. Success Factors and Barriers of Mobile Commerce and Mobile Marketing

21
There seem to be a good many issues that require attention from both the practitioner and
academic worlds in mobile commerce and mobile marketing. Researchers from several
countries gathered at the Fourth International Conference on
Telecommunications and Information Markets to discuss some of the issues regarding
ecommerce and mobile commerce in July 2001 (Dholakia, 2004). The fact that mobile
commerce is not mature brings many challenges to mobile commerce adopters. Integrating
content, software and hardware design and reconfiguring an effective business model to
implement mobile commerce requires careful study and decision making (Wu and Hisa,
2004). Therefore, developing a successful mobile commerce system needs to meet a
variety of success factors, including process supports, functional capability,
implementation, marketing (Bai et al., 2005) and improving trust.

Major barriers to mobile commerce and mobile marketing are the mobile web browsers,
technological skills, perception of risks and traditional shopping culture, lack of awareness
and understanding of the benefits provided by them. While it is possible to use the mobile
phone itself to purchase products, the small screens and keyboards make it difficult to
search for products. Because the small screen and keyboard make it demanding to search
for products via a search engine, a large number of the products purchased with a mobile
phone are selected from personalized mail services that provide information on a specific
type of product, which the user has registered for (Funk 2005) On the other hand, security,
tangibility, and the lack of experience are also main barriers of mobile commerce (Fenech,
2002). Therefore, Yuan and Cheng (2004) and Bai et al., (2005) suggested that special
software like recommender system or intelligent on-line purchasing advisors should be
developed in order to recommend or advice products and services on a one-to-one basis.
Recommender systems of automated product recommendation acquire customers'
preferences and recommend products accordingly on a one-to-one basis in real time at a
lower cost (Yuan and Cheng, 2004). Intelligent online purchasing advisors will assist
buyers in specifying their product requirements, searching for product information and
selecting the best supplier (Bai et al., 2005).

22
1.2.5. Mobile Marketing Strategy

Mobile marketing strategies and tools are directed at the mobile target market/markets to
enhance or change their buying behaviors and overcome barriers of mobile commerce. In
order to successfully market products and services via mobile phone, marketers and
retailers should gain an insight into mobile phone users‟ attitudes, perceptions,
characteristics, and shopping patterns. For example, Tsang et al., (2004) investigated
consumer attitudes toward mobile advertising and the relationship between attitude and
behavior. The results of their survey indicate that consumers generally have negative
attitudes toward mobile advertising unless they have specificallyconsented to receive the
advertising messages.

3. The future of mobile marketing

As Mobile Marketer‘s Outlook 2009 proves, marketers understand the need to integrate
mobile into their multi-channel branding, customer acquisition and customer retention
plans.

Top of the trends list is the consumer‘s growing comfort with consuming news and content
on mobile phones, along with exchanging SMS text messages, shopping for products and
services, checking email, playing games, conducting mobile banking transactions and
searching for retail locations or driving directions.

Indeed, the mobile channel‘s use as a location-enabling tool is quickly becoming evident
to brands, ad agencies, retailers and, most importantly, consumers.

Mobiles allows you to use various tools & its unique factors.
• Click – to – call : Call the customer centre
• Click-to-video : Watch the video on your mobile
• Click-to-participate : Contest to win goodies or generate leads
• Click-to-download : Download branded/paid/unpaid mobile content
• Click-to-SMS : SMS yourself or your friend‘s address orm-coupon

23
How to budget for a mobile marketing campaign
The most important factor for marketers to keep in mind is the goals of the campaign and
which mobile channels are best suited to attain those goals. About the only consensus in
the mobile industry on this topic is that there are many variables to consider and that costs
range widely depending on the scale and complexity of thecampaign.

Many industry insiders claimed that a basic mobile campaign can be launched for much
less than an online, print or television effort.

Surprisingly, SMS alert, WAP mobile Web site, mobile banner ad campaigns and
preroll/post-roll mobile video ad campaigns are not as expensive as one would think, said
Edward Lang , senior vice president/general manager of mobile for Playboy Media Group,
Los Angeles.

Another industry executive claimed that a bare-bones SMS/text alert campaign can be
launched for a few hundred dollars – excluding the cost of the common short code – and
that a basic mobile Web/WAP campaign can be launched for several thousand dollars

24
1.4 Mobile marketing in INDIA

India – Essential Facts

• Over 700 million people below the age of 30!

– First internet experience for this generation will be through the mobile

• 350 million+ mobile phone users estimated to double to over 700 million in 3 years!

– 8 to 10 million new users added a month

• Mobile internet users outnumber broadbandusers by 19 to 1

– 38 million mobile internet users as of Oct 2008

– – Mobile internet users doubled in the last 12 months

– Most of the handsets sold in India are internet enabled

– India is the largest consumer of mobile internet inAsia

25
 Why mobile advertising in India is a winning bet

• Mobile enjoys a higher market penetration than fixed internet

– In emerging markets like India the mobile phone, rather than the PC, is the primary
connected device

• This gives mobile a great opportunity for being one of the main advertising mediums,
especially in a more digital future

• Catalysts for industry growth

– Dropping data charges

– Increasing recognition amongst agencies

– Advertisers increasingly focused on measurability

– Increasing capabilities of mobile devices

– Better connectivity and user experience

Mobile marketing statistics

The future of mobile marketing is bright. Very bright.

26
• 200+ million Americans carry mobile phones—over half of the country's population

• Cell phones are used by over 3.1 billion peopleglobally

• 40% of major brands have deployed text messaging (SMS) campaigns

• 18% of major brands have deployed multimedia messaging (MMS) campaigns

Source: Airwide Solutions independent survey of 50 brand name companies

• The global mobile advertising market will be valued at over $16 billion by2011

• 12In August 2007, nearly 40 million US consumers received SMS advertisements, and
percent responded to them

Source: M:Metrics, Common Short Codes: Cracking the Mobile Marketing Code

• A survey of 2,400 moms reveals that the single most important tech gadget in their
lives is the cell phone (23%), followed by the Internet (21%) and the digital camera
(19%)

27
 From advertising to invertising

Though mobile is a powerful tool for targeting consumers, marketers have been cautious
about tapping this medium since it often intrudes into the consumers' private space.
Besides, the National Do Not Disturb (NDND) Registry of telecom regulator TRAI
(Telecom Regulatory Authority of India) seeks to curb unsolicited commercial
communications (UCCs). The NDNC Registry is a database of telephone numbers of
subscribers who do not want to receive UCCs.

As they tap on this growing medium, SMS marketing companies must also overcome
spamming. To do this, they have created various platforms designed to satisfy the needs
of both advertisers and consumers.

According to Saxena, there are two ways to ensure no messages are sent to subscribers on
the NDNC Registry.

"One, we insist on scrubbing the messages with the NDNC list. Two, subscribers explicitly
opt-in to any service or messages. This has been pioneered by us," Saxena said. For
instance, if you buy something from a retail store and want to be updated on this product,
you "invite" information from the store on new arrivals and it will send multiple SMS
messages every month telling you what's new. Youcan also opt-out of this service.

This concept, known as invertising or invited-advertising, seeks to prohibit spam.

28
Youngsters Attitude towards Mobile Marketing

Marketing with the help of mobile phones will help the brand managers
to communicate with the customers through SMS, MMS and other
available services.

Considering the fact that today's youngsters are tomorrow's consumers,

there is a need to prepare youngsters to consider different consumption
patterns.

This is done with the aim to empower young consumers to access the
market with clearer ideas and to develop their capacity to select among
existing products and services. Producers on the other hand have
powerful resources and therefore the consumers or youngsters cannot
adopt defensive strategies.

The competition faced by these producers are high that they have to
adopt new and improved way of marketing the products and they have
to ensure that they reach the core customers while marketing their
product.
Information technology has affected everything in the business. Due to the
presence of immense competition it has become necessary that effective
marketing techniques are to be adopted by the organisation.

Thus, it has been advised that for the producers to stay competitive in the
market they will have to use the technological advancements available in
the market.

These technological advancements have led to the invention of mobile

phones and this has been a mile stone in communication media.

This advancement has resulted in easier communication between people

from different countries, cultural backgrounds and profile communicate
with each other more easily.

It has become much easier to access internet with the help of mobile
phones even in the absence of computers.
1.5 Research Methodology

Research Objectives

 To understand the mobile marketing relevance in today‘s scenario

 To check the people preference & awareness towards mobile marketing in youngsters
 To know current trends in mobile marketing by analyzing consumer likes, dislikes and
needs

Primary Sources: survey

Instrument: Questionnaire
Secondary Sources:

Websites , book for market research

Beneficiaries

1. mobile marketers

1. students who are going to do research on mobile marketing

31
 Chapter 2 : Literature Review

1. A study done by Heinonen & Strandvik (2003) showed that mobile channels are
perceived to be more personal than traditional and e-mail channels. This creates
high expectations for the relevance of marketing communication messages. A consumer
expects messages to be personal and of high interest and this makes the disappointment
greater when they get undesired messages. Mobile advertising may even step over the
line of discretion and invade consumers‘ privacy because of the personal nature of the
mobile device. The channel influences consumer responsiveness to marketing
communication by being perceived as either disturbing or acceptable (Abernethy 1991).
If the consumer considers marketing communication via a channel as disturbing it may
negatively affect the attention to and perception of the message. In contrast, the channel
may also enhance the acceptance of the marketing communication if it is perceived as
appropriate for the specific marketing communication. Also, some consumers may
perceive the channels as neutral, i.e. it is neither disturbing nor accepted.

32
Despite substantial marketing potential, research on mobile advertising and particularly
through its most successful application, short message service (SMS) is still embryonic.
In a comprehensive survey concerning consumers‘ experiences of direct marketing
channels inFinland it was found that consumers perceived direct marketing channels
differently compared to each other. (Finnish Direct Marketing Association, 2002) The
experiences of mail order, Internet and email experiences were more positive compared
to other direct market channels such as telemarketing and door-to-door sales. 80 % of
the respondents had positive experiences of mail order, 77% had positive experiences
of Internet and email as marketing channels and the corresponding number for SMS
and WAPwas 65%.

For telemarketing and door-to-door sales the number of positive consumers was down
to 30% and 25% respectively. Concerning satisfaction with information received, there
seemed to bedifferences between the channels. The study also indicated that consumers
have considerable less experience of SMS messages compared to mail order, Internet
and email.

New media in the digital economy have created potentially powerful tools for direct
and interactive marketing. Traditional marketing communication strategies have been
based on the interruption logic where the consumer is forced to momentarily pay
attention. Permission marketing was introduced as a new managerial approach in
marketing communication. It has been argued that firms benefit from getting
consumers‘ permission to be contacted (Marinova, Murphy and Massey 2002).
Permission from the consumer would resolve the difficulties to get access to the
consumer. Permission is, however, not necessarily a guarantee that the consumer pays
attention; it is only a door opener and gives an indication of the consumer‘s potential
interest areas.

33
We believe that by using the information retrieval and filtering capabilities of mobile
agents and location information about the user, there exists a good opportunity for
value-added services to be provided to the end-users. This also brings about a new way
for cellular phone service providers to achieve competitive advantage by competing not
only on the basis of price and packaging, but also on the basis of the set of value- added
services that they provide to their clients. In order to overcome the input/output
limitations brought about by mobile devices, the system should be free of user‘s
intervention. To that end, we propose to use mobile agents for provisioning context-
aware advertisements to mobile users.

Schilit and Theimer first introduced the concept of context-awareness in the project
Active Map in which they took advantage of the location concept to define the context
as people, object, and the changes that occur to them. Dey and Abowd stated that a
system is context-aware if it uses context to provide relevant information and/or
services to the user, where relevancy depends on user‘s task.
Krishnamurthy (2001) also proposes a conceptual framework for managing online
advertising using the permission marketing approach. Permission marketing requires
the consumer to participate in the programme by giving the permission and the
information for continuing the relationship. The interest in this participation arises
from the balance ofbenefits (message relevance and monetary benefits) and costs
(personal information, message processing costs, privacy costs) for consumers.

One of the main challenges and opportunities for mobile advertising companies is to
understand and respect the personal nature of the usage of mobile phones (Barwise
& Strong 2002; Heinonen & Strandvik 2003; Barnes & Scornavacca 2004; Jelassi &
Enders 2004). The key is to use interactive wireless media to provide customers with
time- and locationsensitive, personalized information that promotes goods, services and
ideas, thereby generating value for all stakeholders (Dickinger et al. 2004). The mobile
advertising relevance can be influenced by thecontextualization (Kenny and Marshall,
2000; Yuan & Tsao 2003) of advertising messages. Barwise &

34
 Strong (2002) take up the flexibility, and time-based nature but also the fact that the
small screens restrict the length of the message. Barnes (2002) stresses the interactive
nature of mobile advertising and the ability to use contextual information to target the
messages to individual receivers, in other words to personalize the message. Location-
aware advertising messages are creating five to ten times higher click-through rates
compared to traditional internet advertising messages (Ververidis &Polyzos 2002).

2. A study conducted by Dr. Shalini Nath Tripathi and Er. Monika Mittal (May 2012) tried
to examine the impact of mobile marketing in Indian circumstances. The paper analyzed
the problems prevalent in the Indian market place in terms of mobile marketing and the
solutions marketers and consumers are looking for. In the paper entitled „Investigating
the Impact of Mobile Marketing in the Current Indian Scenario and Proposing
CUSTOMERIZATION as a Solution‘ the authors discuss the various methods of
mobile advertising like SMS, MMS etc and shows that messages could be a lot more
customized and relevant if they are passing through mobile media. In this form of
marketing the marketers can reach the customers any time, in any place. The possibility
of generating customer response is much higher in mobile marketing in comparison to
traditional marketing. Along with aforesaid advantages mobile marketing suffers
certain constraints like availability of network, memory space of the device etc.

The primary objective of this study was to analyze the impact of mobile marketing on
current users, their acceptance, and responsiveness. The researchers have divided the
consumers as per their demographics and have studied the impact of mobile marketing
on various users. The effect of a person‘s work schedule (absolutely free to extremely
busy) and occupation on his perception of mobile marketing as a source of advertising,
communication and information was mapped. They also analyzed response of these
customers towards mobile marketing. The paper also says that impact of mobile
marketing/advertising of a consumers purchase decision depends upon marketers
marketing efforts (marketing mix), the consumer‘s socio-cultural environment and his
psychological field also affects the consumerresponse.

35
Customerization is a combination of mass customization and customized marketing a
solution to various problems faced by mobile marketers. All customers have different
requirements and they do not pay attention to communications which is not relevant to
them and thus marketers should change and customize their messages as per customer
requirements. Marketers can personalize messages as per customer time, location and
preferences. Consumers these days are also looking for control over the messages they
are receiving, they also prefer message that auto- erase themselves and save the
customer inbox from spamming.

Summarizing the major findings of this paper, it can be inferred that the relationship
that we have tried to examine between mobile advertising efforts and the consumers‘
responsiveness in terms of the purchase/ brand decision, exists. Conversely it is
observed that mobile marketing efforts do not bear a substantial impact on the
consumer purchase or brand decision. The article further indicates that the core of the
problem lies not in relaying mobile marketing advertisements to mobile users, but
actually in the mass marketing approach being adopted by the companies. Today mobile
users have apparently developed an aversion to the mobile marketing advertisements,
to which they are being subjected. The study has also revealed distinct preferences
expressed by the customers regarding the desirable content of such mobile messages.
Customers are constantly looking for customization of mobile marketing messages as
per their individual tastes, preferences and requirements,. Hence the need of the hour
clearly appears to be Customerization.

Agents can be used by both mobile marketing firms as well as Customers. Mobile
marketing firms can deploy some agents to customize advertisements as well as
products. In this age of Mass Customization and Customerization (one-to-one
marketing), individualizing the marketing communications and advertisements iseven
more strongly in the focus of the strategic considerations of businesses. Software agents
represent a marketing-tool par excellence for this individualization. Mobile users can
use agents in order to execute complex search and filter functions.

By effectively deploying intelligent software agents, the marketing firms can

incorporate in their mobile marketing communications the following attributes:

36
Personalization: Marketers can personalize text messages based on the consumers‘
location, local time and preferences e.g., directions to the closest vegetarian restaurant
open at the time of request.

Time: It makes communication less intrusive than phone calls, receivers can read text
messages at their spare time and choose when to respond, if at all they want to. Still,
organizations should consider the best time to the messages and their frequency for the
target group.

Location: Mobile phones amplify the two major arguments for electronic commerce,
ubiquity and location independence. Consumers are increasingly expecting tailored and
location-based services and thereby underlining the importance of personalized mobile
based communication.

Preferences: Personalizing messages increases their impact on consumers. Similar to

traditional media, a personalized SMS campaign relies upon databases with enough
active and potential clients to reach the target group profitably. Such databases
regularly contain personal information such as leisure activities, holidays, music and
media interests, type of Internet access, occupation, marital status, car ownership and
income

Consumer control, permission and privacy: There is a trade-off between personalization

and consumer control. Gathering data required for tailoring messages raises privacy
concerns. Corporate policies must consider legalities such as electronic signatures,
electronic contracts, and conditions for sending SMS messages.

37
 Chapter 3 : Analysis

Age:

38
As it was needed to check the awareness on youngsters so it was taken from 18 to 35 age
group of people. Here 15% people are between 18-23 years old, 65% are between 24-29
years old and 19% are between 30-35 years old

Gender:

Here 71% are male respondents and 29% are female respondents.
Monthly individual Income:

Monthly income of the individual is more than 45k that is 39%.While 21% people are
having income more than 60000, same no. of people having income below 15000

39
Occupation:

Here 42% are students, 7% are business-man, 50% are employee as majority youngsters

are going for study

Highest Qualification:

Here we can see that majority are Post Graduate and 30% are graduate.

Have you registered for DND (Do not disturb

service)?

40
H0 : Preference for the DND registration is independent on the occupation at the
significance level of 0.05

H1 : Preference for the DND registration is dependent on the occupation at the

significance level of 0.05

Student Employee Businessman Total

yes 39 29 9 77

no 26 15 4 45

total 65 44 13 122

s no fo fe fo-fe (fo-fe)^2 (fo-fe)^2/fe

1 39 41.02459016 -2.024590164 4.098965332 0.099914839

2 29 27.7704918 1.229508197 1.511690406 0.054435133

3 9 8.204918033 0.795081967 0.632155335 0.077045905

4 26 23.97540984 2.024590164 4.098965332 0.170965392

5 15 16.2295082 -1.229508197 1.511690406 0.09314456

6 4 4.795081967 -0.795081967 0.632155335 0.131834104

0.627339933

41
 alfa 0.05

df (n-1) 2

Chi Square 0.627339933

Critical Value 0.103

Reject H0 Yes

• Out of the 121 respondents 45 have not registered for the DND as they like to know
various schemes through mobile marketing. And they also want that they are interested
in the calls coming from the service provider.

• In the hypothesis chi-square calculated is 0.6273 but tabulated is .103 so hypothesis is

rejected. So it also can be analyzed that preference of registration to DND is dependent
on the occupation of the person.

Do you use GPRS or 3G?

42
 Ho : GPRS usage is independent on the occupation at the significance level of 0.05
H1 : GPRS usage is dependent on the occupation at the significance level of 0.05

Student Employee Businessman Total

yes 52 42 12 106

no 14 2 0 16

total 66 44 12 122

s no fo fe fo-fe (fo-fe)^2 (fo-fe)^2/fe

1 52 57.34426 -5.344262295 28.56113948 0.498064468

2 42 38.22951 3.770491803 14.21660844 0.371875264

3 12 10.42623 1.573770492 2.476753561 0.237550263

4 14 8.655738 5.344262295 28.56113948 3.299677099

5 2 5.770492 -3.770491803 14.21660844 2.463673621

6 0 1.57377 -1.573770492 2.476753561 1.573770492

8.444611206
alfa 0.05
df (n-1) 2

Chi Square 8.444611206

Critical Value 0.103
Reject H0 Yes

• Here it can be analyzed that students are the most users of GPRS than others.

• Here chi-square tabulated is 0.103 and which is lesser than calculated which 8.4446 is
so it is rejected at the significance level of 0.05. So the analysis says that GPRS usage
is dependent on the occupation.
Do you have 3G enabled phone?

43
Ho : 3G enabled mobile usage is independent on the occupation at the significance
level of 0.05

H1 : 3G enabled mobile usage is dependent on the occupation at the significance level

of 0.05

Student Employee Businessman Total

yes 29 72 7 108
no 7 6 1 14
total 36 78 8 122

s no fo fe fo-fe (fo-fe)^2 (fo-fe)^2/fe

1 29 31.86885 -2.868852459 8.230314432 0.258255751
2 72 69.04918 2.950819672 8.707336737 0.126103405
3 7 7.081967 -0.081967213 0.006718624 0.000948695
4 7 4.131148 2.868852459 8.230314432 1.992258652
5 6 8.95082 -2.950819672 8.707336737 0.972797694
6 1 0.918033 0.081967213 0.006718624 0.007318501
3.357682698
alfa 0.05
df (n-1) 2

Chi Square 3.357682698

Critical Value 0.103
Reject
H0 Yes

44
• Here it can be analyzed that employee are the most users of 3G enabled mobile.

• Here chi-square tabulated is 0.103 and which is lesser than calculated which 3.3576 is
so it is rejected at the significance level of 0.05. So the analysis says that GPRS usage
is dependent on the occupation.

[6. Statements]  I decide to purchase on the basis of

Advertisements

Here it can be analyzed that majority people are neutral but we can see that 23 % people
are agree with the statement. So gives clear idea that somehow advertisement do effect
on the mind set of consumer

[6. Statements] I always seek detailed information before

purchasing any product

45
 Here it can be analyzed that majority are strongly agree with this statement that
they seek full information before purchasing

[6. Statements] Advertisement is the best source to decide to

buy any product

Here it can be analyzed that majority are agree and neutral so by the cross
checking of question 1 and question 3 are almost same respond. So it can be
clear those respondents are truly aware about the filling questionnaire

[6. Statements] I do not respond to

telecaller

46
Here it can be analyzed that majority is with the option of agree and majority are strongly
agree also so most of the people do not like to respond tele-callers at all.

[6. Statements]I get angry if caller calls frequently

Here it can be analyzed that majority is with the option of agree and majority are
strongly agree also so most of the people do not like that callers call them on the
frequent basis and ask for the feedback or something as reminder for the
purchasing

47
[6. Statements] Mobile is more than just means of
c ommunication

Majority are strongly agreed with the statement because they think that mobile phone can
be used for entertaining perspective. And today most of the teenagers use mobile for that
perspective only as camera facilities are also available.

[6. Statements] I always give response to sms

Here it can be analyzed that respondents like to delete the sms are rarely read it on the
immediate basis. As they read the sms only when they get time .only students do the
immediate respond to sms.

How do you currently react on receiving mobile advertisingthrough

SMS?

48
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

mobile_advertising_through_ 121 1.00 3.00 1.7391 .69329

Sms
Valid N (listwise)
121

Here it can be analyzed that the more number of people like read the sms but rarely try to
follow it. Mean is 1.7931 which suggests that the average is fall near by the 2nd option
which is selected by many.

In how much time you delete the sms?

49
 Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Time_to_delete_sms 121 1.00 4.00 1.4565 .81757

Valid N (listwise) 121

Here it can analyzed that people like to ignore such sms and do not like to store it in
mobile which clearly gives idea that people are not like to give response or search for it.

How do you currently react to receiving calls on mobile for

advertising?

50
 Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

mobile_advertising_through_ 121 1.00 5.00 2.2065 1.40281

calls

Valid N (listwise) 121

• Same as sms people like to ignore tele-callers as they ignore the callers are rarely like
to search for it because mean is 2.2065 which shows the average preference of people

• By the help of behavioral questions it can be analyzed that many not like to respond
tele-callers. Which is can be proved correct over here.

51
Give your preference regarding type of customer care executive
calling you?

Here it can be analyzed that people more like to hear the voice of female than male. And
females also like to respond female callers only. So marketers are hiring more female
tele-callers for the tele-calling.

Select the product for which you like mobile

marketing

Apparels 72 40.7%
Mobile phones/ Recharging schemes 8849.7%
Tours and Tourism 40 22.6%
Furniture 62 35%

52
Hotels and restaurants 40 22.6%
Other 7 4%

• Here it can be analyzed that mobile phones recharging is more known by the people
and they like to respond to that scheme.
• Tours and tourism is also growing and showing good response as we can see in the
survey

In your opinion what are the benefits of

mobile marketing?

It can reach your target market directly 86 48.6%

It is cost effective 70 39.5%
It is a media and publicity tool that can be measured 36 20.3%
Compared to other media, it is considered more personalized. 39 22%
Other 2 1.1%

• Here analyzed that mobile marketing is cost effective because it is more customized
in less cost.
• It can reach the target market directly this is also highly mentioned by people in
survey

53
If the prices of products and services in mobile shopping are lower than in
traditional shopping, I prefer mobile shopping

Yes 73 41.2%
No 35 19.8%

Can‘t Say 19 10.7%

Here we can see majority of people prefer mobile shopping if the prices of products and
services in mobile shopping are lower than in traditional shopping.

54
3.1 Overall findings :

 Those customers who like to respond mobile advertising are mainly for recharging
schemes and other value added services. Many of them less like to get call/sms from
the apparel stores and from the hotels andrestaurants.

 Many people like to respond to advertisement and also like to purchase by analyzing
the features and schemes that are provided so when the service is customized it becomes
more useful to customers

 People not rely on the SMS because they think that there is always some conditions
apply which they do not disclose

 Majority of respondents have not registered in the DND (do not disturb service). The
one of main reason is that they are not aware about that and also it makes no difference
to them whether advertisement comes ornot.

 People like to read the sms but they rarely go through it for mobile marketing because
they generally feel that it will cost more and amount will charged. That‘s the main
reason the to ignore the sms on the immediatebasis

 Recall of the brand does not increase but sometimes it creates negative impression if
mobile marketing is done on very frequent basis.

 Customers are now like to know full details before the buying the product and by the
mobile advertising the detail of the product can not been known so people give less
preference to mobile advertising.

55
 3.2 Suggestions :

 Giving advertisement on Internet should be increased as many like to use internet. So

by increase share of voice the marketer can divert more fund towards the internet
advertising.

 People are ready to use the service of mobile marketing if people get product for less
cost through purchase of mobile advertising, So marketer can give some extra benefits
for using the mobile shopping which is useful for both thebuyer and customer.

 Enhancing customer loyalty is the best way which can be achieve through mobile
marketing by providing them services as per their choice

 Bifurcate for the information on the basis of Customers gender and occupationswhich
is used for mobile advertising

 If customer is already using some services than provide him that services and also try
to cross selling of the other service which is not used by them or at is same as the
service which he is using

.
 Service providers can increase mobile marketing for the mobile recharging schemes
as preference towards that option is more than other options of mobile marketing

 Marketer can introduce new schemes to customers if they feel that a particular service
can be useful for the customer, but the customer is not aware about that service or not
using it

56
 To increase the brand recall marketer can use other tools for the advertisement because
if mobile advertising is done on frequent basis than it gives negative impression.

3.3 Conclusion:

• Mobile phone is a new direct marketing device that provides direct access to
consumers and interacts with them in a very personal way. All GSM operators
announce the launch of new mobile services, and the B2C mobile commerce and
mobile marketing will be obviously becoming more popular in India. The mobile
advertising, mobile Internet, mobile banking and mobile entertainment services are
growing in the world and in India, GSM operators and retailers expect to benefit from
these mobile marketing tools.

• According to literature survey about consumers‟ attitudes toward mobile marketing,

Tsang et al., (2004) found that consumers generally had negative attitudes toward
mobile advertising unless they have specifically consented to receive the mobile
advertising messages. Baueretal., (2005) found that consumers developed a positive
attitude toward mobile marketing if mobile marketing messages were creatively
designed, entertained and proved a high information value. Becker (2005) indicated
that mobile marketing adoption and acceptance was on the rise. Even though it is too
early to say whether mobile commerce and mobile marketing services are accepted or
not in Turkey, the findings of the research conducted Turkish mobile phone users
suggest that mobile phone users have positive attitudes towards mobile marketing
tools except for mobile shopping.

• To come to the point, the mobile phone is rapidly becoming a practical direct
marketing channel. There are some factors playing a role in improving and increasing
mobile commerce. Besides mobile service quality, Bauer et al., (2005) emphasizes
that entertainment value, information value and advertising content communication
are some of the strongest drivers of the acceptance of the mobile phone as a marketing

57
tool. Moreover, one of the ways to convince mobile phone users of the benefits of
mobile commerce is the price of products and services. One of the implications of this
survey suggests that potential mobile commerce users have price sensitivity, and that
the lower price turns out 30 to be the most critical factor that motivates mobile phone
users‟ adoption of mobile commerce. Furthermore, GSM operators and retailers ought
to (1) get ready the mobile revolution in commerce, (2) develop healthy mobile
commerce market, (3) create a favorable mobile shopping environment, (4) increase
mobile phones‟ operational efficiency and customer interaction, and (5) develop
effective the mobile marketing mix, programs and strategies. As long as these
requirements are carried out, mobile commerce adoption level will be increased. In
further research, target mobile phone users, their demographic characteristics, why
mobile phone users have negative attitudes toward mobile shopping, how mobile
marketers change the negative attitudes, and which products and services are preferred
for mobile shopping should be identified in different areas, cities and countries.
Moreover, the strategies and programs for implementing mobile commerce and mobile
marketing should be analyzed as well.

58
 Bibiliography

 Bourke, C. (2007) How to Develop a Mobile Marketing Strategy, retrieved on Feb

10, 2010 from
http://www.aerodeon.com/whitepapers/Aerodeon_MobileStrategy_v100.pdf.

 Bauer, H., Barnes, S., Reinhardt, T., Neumann, M. (2009) Driving Consumer
Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study,
Journal of Electronic Commerce and Research, Vol. 6 (3),181-192.

 Dholakia, R. R., Dholakia, N. (2009) Mobility and markets: emerging

outlines of mobile commerce, Indian Journal magazine, Vol. 57 (12),

 Telecommunication Authority retrieved on Feb 26, 2010 from

http://www.trai.gov.in/TelecomPolicy_ntp99.asp

Telecommunication Authority retrieved on Feb 26, 2010 from

http://www.trai.gov.in/Default.asp

Mobile marketing provider retrieved on March 10, 2010 from

http://www.relativitycorp.com/mobilemarketing/article2.html

Mobile marketing association retrieved on March 12, 2010 from

http://mmaglobal.com/main

Indian resource center retrieved on March 19 2010 from

http://www.ibef.org/sector.aspx

• Barnes, S. J., and E. Scornovacca."Mobile Marketing: The Role

of Permission and Acceptance."International Journal of Mobile
Communications, 2, 2, 128- 39, (2004)
Bauer Hans H., Stuart J. Barnes, Tina Reichardt, Marcus M. Neumann, driving
consumer acceptance of mobile marketing: a theoretical framework and empirical
study, Journal of Electronic Commerce Research,VOL. 6, NO.3, (2005)

Becker M., Arnold J., Mobile Marketing For Dummies, Wiley publishing Inc. (2010)

Bao Xin-ren, 3g based mobile internet in china: A service marketing research,

Management and Service Science (MASS), 2010 International Conference, (2010)

Dickinger Astrid, Arno Scharl, Jamie Murphy, Diffusion and success factors of
mobile marketing Electronic Commerce Research and Applications 4 (2005) 159–
173
Elliot S., Electronic commerce: B2C Strategies and Models, John Wiley & Sons Ltd, 2002
pg. 2

Friedrich R., Florian Gröne, Klaus Hölbling, Michael Peterson, The march of mobile
marketing: New Chances for Consumer Companies, New Opportunities for

Mobiie Operators, Journal of the Advertising Research March 2009

Grant I., Stephanie O‟Donohoe(2007), Why young consumers are notopen to mobile
marketing communication, International Journal ofAdvertising, 26(2), pp. 223–246

Guo X., Yannan Zhao, Yan Jin, Nan Zhang, Two-sided Adoption of Mobile Marketing
Platforms: Towards an Integrated Conceptual Model, 2010 Ninth International
Conference on

Mobile Business / 2010 Ninth Global Mobility Roundtable, (2010) Hayes V.,W.
Lemstra,

5
1
 Annexure

Questionnaire

The first section dealt with understanding the profile of the respondents in terms of their
gender, occupation and educational status. Then I analyzed present reach of mobile
marketing by observing its penetration in the consumer decision making process. Some
questions are asked to understand the consumer attitude towards mobile marketing.
These questions are a reflection of behavioral patterns which determined the overall
attitude.

Personal Details:

What is your Name:

Female
Gender: Male

Age: 18-23 24-29 30-35 35+

Monthly Income:
Below 15000 15000-30000

30000-45000 More than 45000

 Occupation:

Student
Business Man
Employee
Other

Highest Qualification:
• Post Graduate
• Graduate
• 12th Pass
• Other

6
1
 Strongly Strongly
No Statements Agree Neutral Disagree Disagre
Agree e

I decide to purchase on the basis of

1
advertisements

2 I always seek detailed information before

purchasing any product

3 I check full details before buying any

new product

Advertisement is the best source to decide

to buy any product
4

I do not respond to tally callers

5

6
I get angry if caller calls frequently

7 Mobile is more than just means of

communication

8 I always give response to sms

1. Have you registered for DND (Do not disturb service)?

Yes No