- 1. ACKNOWLEDGEMENT I wish to acknowledge my Professor ASIF
REHMAN for helping me throughout my dissertation and provided me
his assistance and experience in the field. I also thank my Head of
Department Professor Yousuf Abid for letting me compete in
marketing research work. Finally, I am thankful to my parents with
whom assistance I am able perform well throughout my educational
years. 1
2. ABSTRACT The growing intensiveness of market competition
creates a new marketing challenge for sports brands. The leaders of
the global sportswear market seek new ways to conquer the hearts
and minds of the new and existing customers. The emergence of new
media forms provides unique opportunities for marketing. Mobile
advertising has already become an indispensable component of the
sophisticated marketing strategies for sports brands. In the recent
times, mobile technology has evolved the traditional business
practices, and this is the medium that sports brands looks as a
complete and cheap solution for catering their marketing needs.
Using this technology seems to be a viable option as this medium of
advertising is gaining popularity all over the globe. For
advertising through mobile devices, companies base their marketing
strategies on different models and mechanisms depending upon the
nature, frequency and nature of the advertisements. The present
study has focused upon the mobile marketing strategies followed by
sports brands including Nike and Adidas. The study involves primary
research through interview of to acquire individuals views and
responses from two countries Pakistan and Saudi Arabia. The
findings suggest that consumers residing in Pakistan perceived
messages via mobile advertisements more positively as compared to
consumers in Saudi Arabia. Different factors have been identified
for this finding. Also both Nike and Adidas have been successfully
using mobile marketing to affect consumer intentions, attitude, and
buying behaviour however the findings do not clear suggest which
company is better performing. 2 3. CONTENTS
ACKNOWLEDGEMENT.................................................................................................................................1
I wish to acknowledge my Professor ASIF REHMAN for helping me
throughout my dissertation and provided me his assistance and
experience in the field. I also thank my Head of Department
Professor Yousuf Abid for letting me compete in marketing research
work. Finally, I am thankful to my parents with whom assistance I
am able perform well throughout my educational years.
.....................................1
ABSTRACT....................................................................................................................................................2
CONTENTS...................................................................................................................................................3
1.1 Background
...........................................................................................................................................8
1.2 Research
Objectives.............................................................................................................................11
1.3 Project
Aim..........................................................................................................................................11
1.What is the impact of mobile advertising on consumer behaviour
and how effective it has been?......12 3.What is the impact of
adopting mobile marketing channels on the performance of Adidas and
Nike?.12 1.5 Significance of the
Study......................................................................................................................12
Chapter 2: Literature
Review.....................................................................................................................13
2.1
Introduction.........................................................................................................................................13
2.2 Mobile
Advertising...............................................................................................................................13
2.2.1 Mobile marketing in
Pakistan.......................................................................................................14
2.2.2 Mobile Marketing in Saudi
Arabia.................................................................................................15
2.3 Theoretical
Framework........................................................................................................................15
2.3.1 Theory of Planned
Behaviour........................................................................................................16
2.3.2 Multi-Attribute
Model..................................................................................................................16
2.3.3 Communication
Model.................................................................................................................17
2.4 Conceptual
Framework........................................................................................................................19
2.4.1 Mobile Advertising
Model.............................................................................................................19
Figure 2 Adaptation of Shannon & Weaver (1949) Model of
Communication to present the system of Mobile
Marketing......................................................................................................................................20
2.4.2 Consumer Buying Behaviour
Model..............................................................................................22
Figure 3 Consumer Behaviour Model Cohen
(1991)..................................................................................22
2.5 Issues and Challenges in Mobile
Advertising.......................................................................................24
2.6
Summary..............................................................................................................................................24
3.1 Introduction
........................................................................................................................................25
3 4. 3.2 Adopted
Methodology.........................................................................................................................25
3.3 Data Collection
....................................................................................................................................27
3.3.1 Primary
Research..........................................................................................................................27
3.3.1.2 Target
Respondents...............................................................................................................28
3.3.2 Statistical
Software.......................................................................................................................28
3.3.3 Secondary
Research......................................................................................................................28
3.4 Basis for
Analysis..................................................................................................................................29
3.5 Limitations of the
Research.................................................................................................................30
4.1
Introduction.........................................................................................................................................32
4.2.1
Demographics...............................................................................................................................32
Table 1 Demographics Pakistan:
Age.........................................................................................................33
Table 2 Demographics KSA:
Age................................................................................................................34
4.2.2 Best Advertising Medium to Influence Consumer
Behaviour.......................................................35
Table 3 Best Advertising Medium to Influence Consumer Behaviour:
Pakistan........................................36 Table 4 Best
Advertising Medium to Influence Consumer Behaviour:
KSA................................................37 4.2.3 Mobile
Advertisement on Mobile
Phone......................................................................................38
Table 5 Mobile Advertisement on Mobile Phone:
Pakistan.......................................................................38
Table 6 Mobile Advertisement on Mobile Phone:
KSA..............................................................................39
4.2.4 Mobile Advertisement from Adidas or
Nike.................................................................................40
Table 7 Mobile Advertisement from Adidas or Nike:
Pakistan..................................................................40
Table 8 Mobile Advertisement from Adidas or Nike:
KSA..........................................................................41
4.2.5 Regular Mobile Advertisement Keeps Users
Update....................................................................42
Table 9 Regular Mobile Advertisement Keeps Users Update:
Pakistan.....................................................42
Table 10 Regular Mobile Advertisement Keeps Users Update:
KSA..........................................................43
4.2.6 Mobile Advertisement Effects Buying
Decisions...........................................................................44
Table 11 Mobile Advertisement Effects Buying Decisions:
Pakistan..........................................................45
Table 12 Mobile Advertisement Effects Buying Decisions:
KSA.................................................................46
4.2.7 Do you want to make any recommendations for making mobile
advertisement of Adidas more
effective?...............................................................................................................................................47
4.2.8 Do you want to make any recommendations for making mobile
advertisement of Nike more
effective?...............................................................................................................................................47
4.3
Discussion............................................................................................................................................50
4 5. 4.4
Summary..............................................................................................................................................53
5.1 Recommendations for Mobile
Marketing............................................................................................55
Although the use of mobile marketing has been on the rise but
expectations of greater market influence and affect on consumer
behaviour is somewhat restricted. There are certain recommendations
which the researcher has made keeping in view limited application
of mobile marketing in affecting consumer behaviour in Saudi Arabia
in
particular......................................................................................................55
1.The content of the mobile advertisement should be clear and
attractive to individuals to indulge in buying
behaviour.......................................................................................................................................55
5.2 Recommendations for Future
Studies.................................................................................................56
5 6. LIST OF TABLES Table 1 Demographics Pakistan:
Age.........................................................................................................33
Table 2 Demographics KSA:
Age................................................................................................................34
Table 3 Best Advertising Medium to Influence Consumer Behaviour:
Pakistan........................................36 Table 4 Best
Advertising Medium to Influence Consumer Behaviour:
KSA................................................37 Table 5
Mobile Advertisement on Mobile Phone:
Pakistan.......................................................................38
Table 6 Mobile Advertisement on Mobile Phone:
KSA..............................................................................39
Table 7 Mobile Advertisement from Adidas or Nike:
Pakistan..................................................................40
Table 8 Mobile Advertisement from Adidas or Nike:
KSA..........................................................................41
Table 9 Regular Mobile Advertisement Keeps Users Update:
Pakistan.....................................................42
Table 10 Regular Mobile Advertisement Keeps Users Update:
KSA..........................................................43
Table 11 Mobile Advertisement Effects Buying Decisions:
Pakistan..........................................................45
Table 12 Mobile Advertisement Effects Buying Decisions:
KSA.................................................................46
6 7. TABLE OF FIGURES Figure 1 Berlo's Classic Communication Model
(Berlo,
1960)....................................................................19
Figure 2 Adaptation of Shannon & Weaver (1949) Model of
Communication to present the system of Mobile
Marketing......................................................................................................................................20
Figure 3 Consumer Behaviour Model Cohen
(1991)..................................................................................22
Figure 4 Demographics
Pakistan................................................................................................................34
Figure 5 Demographics
KSA.......................................................................................................................34
Figure 6 Best Advertising Medium to Influence Consumer Behaviour:
Pakistan.......................................36 Figure 7 Best
Advertising Medium to Influence Consumer Behaviour:
KSA..............................................37 Figure 8 Mobile
Advertisement on Mobile Phone:
Pakistan......................................................................39
Figure 9 Mobile Advertisement on Mobile Phone:
KSA.............................................................................39
Figure 10 Mobile Advertisement from Adidas or Nike:
Pakistan...............................................................40
Figure 11 Mobile Advertisement from Adidas or Nike:
KSA......................................................................41
Figure 12 Regular Mobile Advertisement Keeps Users Update:
Pakistan..................................................43 Figure
13 Regular Mobile Advertisement Keeps Users Update:
KSA.........................................................44
Figure 14 Mobile Advertisement Effects Buying Decisions:
Pakistan.........................................................45
Figure 15 Mobile Advertisement Effects Buying Decisions:
KSA................................................................46
7 8. Chapter 1: Introduction 1.1 Background The growing
intensiveness of market competition creates a new marketing
challenge for sports brands. The leaders of the global sportswear
market seek new ways to conquer the hearts and minds of the new and
existing customers. The emergence of new media forms provides
unique opportunities for marketing. Mobile advertising has already
become an indispensable component of the sophisticated marketing
strategies for sports brands. Different companies hold different
views on what mobile advertising is and how it works. Reyck and
Degraeve (2003) suggest that mobile advertising is essentially
advertising via mobile phones. Adidas is one of the pioneers of
mobile advertising in the sportswear business. Sports brands like
Adidas are among the key contributors to the rapid development of
mobile advertising. However, not all sports brands readily
recognize the usefulness of the advertising media. Therefore, it is
essential that the benefits of using mobile advertising in sports
branding and marketing be understood and applied across a variety
of sports marketing solutions. The intense competition also
resulted in huge mergers of sports goods giants, such as the merger
of Adidas and Reebok, which jolted the whole market including Nike,
who was considered to be the closest competitor to Adidas.
Although, both these giant rivals have their share of the market
safe, but these companies are engaging in aggressive marketing
activities that aims on attracting the customer base of each other
(Adidas Backpack 2011). In the recent times, mobile technology has
evolved the traditional business practices, and this is the medium
that sports brands looks as a complete and cheap solution for
catering their marketing needs. Using this technology seems to be a
viable option as this medium of 8 9. advertising is gaining
popularity all over the globe. Companies like Unilever Brothers,
Louis Vuitton, Marks and Spencer, and many others are using this
medium effectively. Major reasons for this medium for marketing to
become increasingly popular are its reach to the mass population
and the cheaper costs that a company incurs for using this medium
(Murphy, 2010; Butcher, 2009; Mobile Marketer, 2010). It is
expected that the mobile advertising will gain more strength in the
future and the medium will then be considered more influential as
compared to TV advertising, and the spending of companies on mobile
advertising will exceed TV and other mediums of advertisements (Div
2010). This mainly due to the reason that this medium of
advertisement is cost effective, where the marketers do not have to
bear heavy costs of acquiring services of advertisement agencies,
models, celebrities and icons (Hanbo, 2008). The expected positive
response from the consumers side has caused further efforts in
order to bring more development in this medium by companies who are
utilizing this source of marketing. Many companies, who are
depending wholly on mobile advertising has reported increase in
their profits. Nielsens (2009) study on the impacts of mobile
advertising on consumer behaviour revealed that consumer groups has
shown the potential to widely accept mobile advertisements and
continues to reflect promising behaviour by making purchasing
decisions after receiving advertisements on their mobile devices.
As far as sports brands are concern, they are seeing this new
medium as a chance to penetrate in those segments of the market
that are not being tapped before. We can take example of Adidas who
is considered to be one of the pioneers of the industry. Adidas
initially faced continuous ignorance of their mobile advertisements
from consumers until the company used cheaper and more effective
mobile advertisements to attract target market. The problem with
Adidas mobile marketing messages what that they were either taken
as spam or they were not enough attractive to catch customers 9 10.
eye. For making the impact of mobile advertisement, the company had
to restructure its marketing strategies in order to meet the
requirements and trends of the increasing market size. Nike
followed Adidas and implemented the same marketing strategy with
slight differences and achieves success. As of 2010, Nike holds
around 34% of the market share and considered to be the market
leader (Schwartz 2010). The closest competitor is Adidas who
managed to hold second largest market shares following the largest
market share holder, Reebok. Mobile advertisements effectiveness
heavily depends upon the mobile penetration rate in the markets
where companies has adopted this medium. In Pakistan only, by 2009,
the mobile penetration rate was standing at 77% (Kippreport 2010)
whereas, in Pakistan, mobile penetration rate exceeded the 100%
mark by the year 2009 as it was estimated that every citizen beside
adolescents own a mobile phone. Currently, it is standing at 126%
and expected to rise by another 25% to reach at 151% by 2012
(Telecoms Market Research 2008). Another factor that plays an
important role in the success of mobile marketing campaigns is the
permission of customers that must be acquired before sending them
marketing messages. This is a vital factor, as the companies
acquire customers data base from data warehouses and management
companies. The private data that these databases contains, related
to customers, if leaked to those who might use it for wrong
purposes, will put brands image in jeopardy and will result in
their mobile marketing strategys failure. For this reason, a
marketer is suppose to acquire permission from the customers either
they want to receive mobile ads or not to ensure that the mobile
medium of marketing has been utilized properly and has targeted the
right customer at the right time, in consumer market (Jayawardhena
et al., 2011). 10 11. 1.2 Research Objectives The principal
objectives of the research includes 1. To define mobile advertising
2. To describe the effects of mobile advertising on sports brands;
3. To examine the effects of mobile advertising on Adidas and Nike
in Pakistan and the Saudi Arabia. 4. To estimate the use of mobile
advertising by Nike and Adidas in Pakistan and Saudi Arabia. 5. To
assess Nikes current marketing strategy in Pakistan and Saudi
Arabia. 1.3 Project Aim This study aims to provide understanding of
mobile advertisement and its adaptation by sports brand to
influence consumer behaviour in Saudi Arabia and Pakistan. For this
reason, Adidas and Nike have been selected as prime sports brands,
as they are utilizing this medium of marketing for promoting their
offers and products. The degree of effectiveness of mobile
marketing channels has been analyzed on the basis of their
adaptability by the sports brands, and their tendency to attract
masses towards showing positive attitude to these brands. 11 12.
1.4 Research Questions Keeping in view the objectives and aims of
this study, following research questions are designed by the
researcher to reach a valid conclusion to this research work: 1.
What is the impact of mobile advertising on consumer behaviour and
how effective it has been? 2. What is the impact of mobile
marketing on consumers behaviour towards sports brands in Pakistan
and KSA? 3. What is the impact of adopting mobile marketing
channels on the performance of Adidas and Nike? 4. Are there any
significant changes in Nikes and Adidas marketing strategy due to
the adaptation of mobile marketing channels? 1.5 Significance of
the Study Given the novelty of mobile advertising and its role in
marketing sports brands, little or no research is performed in the
past to explain the theoretical underpinnings of global mobile
advertising. Therefore, this dissertation contributes to a better
understanding of mobile advertising, its effects on sports brand
position and popularity, and its applicability in various strategic
and marketing settings, especially in Pakistan and KSA. 12 13.
Chapter 2: Literature Review 2.1 Introduction This literature
review focuses on presenting in-depth analysis of the trends and
growth in the marketing of sports brand through mobile
advertisements that have emerged as effective tool for promotional
activities across different industries worldwide. In this
literature review, facts and figures related to mobile marketing
are presented, supported by the theories that previous researchers
and scholars have formulated. The literature review also aims to
create an understanding about the nature of the present study and
expected outcomes from the study when it is completed. It is
attempted that the literature chosen for review is selected from
authentic and reliable sources using different academic databases
and online sources based on the criteria identified in the next
chapter of this report. 2.2 Mobile Advertising Tsang et al. (2004)
defines mobile advertising as a part of M-commerce, which allows
businesses to promote their activities and products by advertising
them on mobile devices held by consumers. The authors identified
various factors that they considered responsible for the increasing
popularity of this channel of advertising. The increasing use of
cellular services has led consumers not only to buy large number of
mobile phones and other cellular devices but also increase the use
of mobile services available to them. In particular, the
introduction of short messaging services (SMS) has drastically
changed the way communication is made and realizing this fact
organisations are also making use of this mobile technology to
communicate with their customers (Tryhorn, 2009). Nowadays,
organizations are designing applications and add-on 13 14.
extensions to enable customers to receive offers and shop through
their mobile devices instead of travelling to the physical shop
location. The innovative technological chances in the mobile phone
industry has also brought a revolution in the marketing industry
worldwide in which mobile devices have become one of the most
effective medium for one-to-one marketing (Tsang et al. 2004).
Prenzel (2009) suggests mobile advertising has allowed companies to
increase their market coverage and approach much larger customer
base that has certainly affected positively their earnings. This is
the reason that the organizations across the globe are now
launching two billion mobile ads each year which certainly have
significant implications on shaping up consumer behaviour. 2.2.1
Mobile marketing in Pakistan Consumers in Pakistan have shown
passive behaviour towards mobile marketing mainly due to the
privacy issues, to which Pakistans customer base is very sensitive.
Although, the results that organizations involved in mobile
marketing have achieved reflects a bright future of this medium of
marketing in the country. The Mobile Marketing Association of
Pakistan has made a prediction in 2010 that the spending by
businesses on mobile marketing of their products will rise to 124%
by the end of 2011 (Brill 2011). As the number of smart phones is
also increasing in the Pakistan with 50% of the mobile users in the
country having smart phones, the scope of mobile marketing is also
expanding rapidly. This is because smart phones provide more
interactive options and support media which allow mobile marketers
to present their products / services to customers in highly
creative and interactive way. The use of social network sites by
mobile marketers for promotion of products / services have also
been observed as one of the growing aspects of mobile marketing in
the Pakistan which is leading to greater levels of 14 15.
acceptability amongst mobile users of the marketing tactics used by
companies (Spotlight Ideas 2010). 2.2.2 Mobile Marketing in Saudi
Arabia Saudi Arabia has been a lucrative market for mobile
operators, being the second largest telecom market in Middle East.
Mobile marketing is a new phenomenon in Saudi Arabia, and marketers
still find it difficult to successfully influence customers through
this medium. This is because of the strict Sharia laws and the
societal structure of the kingdom, which does not allow many
especially women to make use of such technological products that
may expose them. But still, mobile marketing has been comparatively
successful in Saudi market as compared to other Middle Eastern
markets. The economic growth the Middle East in the recent years
has increased general awareness of individuals of their buying
rights, and this is the reason that they are now demanding and
requiring more information related to the product they purchasing
and mobile marketing offers one of the less costlier and convenient
method for organizations. It is estimated that the acceptance of
mobile advertisement by the Saudi customers will rise to 37% by the
end of year 2011 as compared to 23% in 2010 (Bayazidt 2010). 2.3
Theoretical Framework For clear understanding of the consumer
behaviour and the impact of mobile advertising t, this section
highlights different theories and their relevance to the research
subject that is to investigate buying behaviour and trends towards
purchase of sports goods. 15 16. 2.3.1 Theory of Planned Behaviour
Ajzen (1991) redefines the theory of planned behaviour by stating
that this theory basically helps in identifying the relationship
between customers intentions and attitudes towards a product,
subjective norms and perceived behavioural control. This implies
that this theory overviews the intentions of an individual related
to the particular behaviour that they reflect (Ajzen 1991). In
light of the present study, the theory can help in presenting a
prediction regarding the behaviour of the consumers. As for the
present study, it implies that greater an individuals behavioural
inclination towards receiving the mobile advertisements, the
greater the probability that the individual will make purchasing
decisions or make inquiry about the product that has been marketed
through mobile marketing channel. It is evident that the subjective
norms of individuals are positively influenced and the behavioural
inclination of individuals feel in the favor of availing the offers
they get through mobile advertising. In this manner, it can be said
that the theory of planned behaviour relevant to mobile context as
it helps to understand the degree of acceptability to the mobile
marketing messages and the attitude that consumers show towards the
message (VanNorman 2011). 2.3.2 Multi-Attribute Model Ajzen and
Fishbein (1980) proposed a multi-attribute model which constitutes
of a complex and influential concept regarding the relationships
between individuals believes their attitudes, intentions, and
behaviour. With respect to mobile marketing, the multi-attribute
model suggests that the consumers attitude to the mobile
advertisements depends on their evaluation of mobile advertisement.
This reflects the fact that an individuals positive attitude
towards the mobile advertise depends upon the nature of his or her
believe which should also be positive and the individual should be
willing to receive and respond positively to the advertisement.
This also 16 17. implies that attitudes of the consumers might
fluctuate with a change in their evaluation of the mobile ad or a
change in their belief which they have interlinked with their
decisions regarding the product offered in these advertisements
(Vatanparast 2010). 2.3.3 Communication Model To make it easier for
the readers to understand the whole process of mobile marketing, a
communication model, proposed by David Berlo (1960) is presented
here. Berlo extended the famous model of communication of Shannon
and Weaver (1949) to make it more clear and understandable. In his
model, Berlo defined the whole process of communication presented
by Shannon and Weaver that included 4 steps, i.e. source message,
channel and receiver. Berlo made amendments by identifying the
attributes that each communication step should address. Source is
identified as the sender of the communication message. The sender
should have good communication skills so that the receiver shows
interest in listening to what sender is saying. Senders knowledge
and attitude derives his intention to send a message which is
deeply influenced by his or her cultural background. In the second
phase, the intended message is designed keeping in mind the
purpose, selection of language and the prioritizing the message,
i.e. which message is important and should be communicated first.
In the third phase, the most important part of communication
process is identified; this is the channel or medium of
communicating. The completion of communication process heavily
depends upon the type and efficiency of communication channels. In
the last stage, the receiver receives the message, and again, it
depends upon receivers perception, his societal traits, knowledge
and attitude, that what meaning he or she derives from the
communicated message. 17 18. The mobile marketing system works in
the same manner as Berlos communication model does. The sender, a
consumer brand for example, designs the promotion message keeping
in view the culture, knowledge, attitude and society of the
receiver. Than a proper channel of marketing, i.e. mobile devices
or software, are selected in order to approach target audience by
sending them the marketing message on their mobile devices. At this
point, receivers attitude, knowledge and social background play a
vital role for the success of marketing message. If the audiences
attitude is in favour of the sender, the marketing communication is
said to be achieving its desired results. 18 19. Berlos classic
communication model helps the marketers to understand the
importance of understanding target audiences attitude and their
societal background. It also provides marketers with the necessary
information regarding the selection of efficient mobile marketing
medium and proficient designing of marketing message. Figure 1
Berlo's Classic Communication Model (Berlo, 1960) 2.4 Conceptual
Framework 2.4.1 Mobile Advertising Model Shannon and Weaver (1949)
in their communication model provided an insight into the
technicalities of communication process which involves taking
communication message from the sender to the recipient. Shannon and
Weaver designed this model keeping in view the requirement for the
efficient communication process between the sender and the
receiver. Shannon and Weaver also identified factors that create
distortion in the communication process 19 20. and referred to them
as Noise. In the present study, this model has been adopted to
present the process of getting marketing message from the senders
end to the receivers end in a mobile marketing setup which is also
discussed. This is represented in the following figure. Figure 2
Adaptation of Shannon & Weaver (1949) Model of Communication to
present the system of Mobile Marketing 20 Marketing Channel
Mobiles: Transmission of Advertisement Receiver: Decodes the
marketing Message Sender: Encodes Mobile Marketing Message Customer
Feedback: Increased Sales Revenue Barriers: Ignorance by the target
receiver, message undelivered, societal norms etc. 21. The above
diagram shows the processes that are involved in delivering the
marketing messages successfully to the mobile users. To define this
system, the parties involved should be defined first. The first
party is the advertiser himself who intends to create a mobile
marketing message. The advertiser creates the campaign to be
marketed upon completing its profile like the targets and the
territory to be covered for making this advertisement campaign
successful. The first stage of the process can be considered to be
the most crucial due to the fact that this is the point where
coverage is assessed. After the message is designed by the
advertiser, it is handed over to the mobile networks where the
transmission is monitored and the level of response it is getting
from mobile users is analyzed. At this point of the process, it is
important to carry out compatibility tests to assess whether the
mobile devices are able to receive the message properly. This is
the core responsibility of network to send the message in a form
that the marketer wants it to be, to ensure that the target mobile
users clearly understand the message and what marketer is trying to
communicate them. Similar models, either in modified form or the
complete adaptation, are implemented to the communication
mechanisms all over the world. Organizations use Shannon and
Weavers model to design their organizational communication networks
inside and outside. Similarly, mobile marketing messages are
designed keeping in view this classic and basic model of
communication. Especial consideration is provided towards avoiding
distortion in market communication. These distorting forces can be
those elements who hack mobile phones or steal precious data of
customers. 21 22. 2.4.2 Consumer Buying Behaviour Model To
understand the concept, a consumer model has been followed which
was suggested by Cohen (1991) and its different dimensions have
been addressed with slight modifications, keeping in view the
requirements of the present study. Figure 3 Consumer Behaviour
Model Cohen (1991) With the emergence of mobile devices and speedy
networks as an effective tool for promoting products, the worldwide
advertisement industry has invested heavily in the using this
medium of advertising effectively and enabled business to
communicate with their target markets incurring 22 Social Norms
Perception Sports Brand Followership Gende r Marital Status
Frequenc y Age Brand Perception & Value Mobile Device Intention
Buying BehaviorAttitudeMobile Marketing 23. cheap costs and putting
favourable impact on the consumers (Kim, 2010). The theory of
Cognitive Dissonance proposed by Festinger (1957) is helpful to
understand the impact of mobile advertising on consumers attitude
towards the advertiser and the products and offers he communicated
through mobile advertisement. Festinger suggested that an
inconsistency between opinions, attitudes and expectations of a
consumer might result in raising the feeling of discomfort within
consumers mind. Consumers are highly aware of the products about
which they receive mobile advertisement frequently. In this manner,
these consumers hold a stable and consistent attitude towards
mobile advertisement. The impact of social norms, trends and the
perceived utility in this manner, keeping in view the Festingers
theory, can be said to be flexible and easily adjustable, due to
the fact that consumers attitude is relatively less resisting
towards mobile advertising than the attitude towards general
advertising mediums (Bauer, et al. 2005). Mobile advertisement has
become such a lucrative opportunity to attract masses that it has
caught attention of sports brands all around the world. In 2010,
different regions of the world reported that organization spent
1,627.1 million dollars on mobile advertisement, and in 2011, the
spending so far are 3,309.9 million dollars. These spending are
expected to reach 20,610 million dollars by the end of 2015
(Mobithinking, 2011). Adidas is considered to be the pioneer of
mobile advertisement in sports goods manufacturing industry. Adidas
used this medium to promote its vintage clothing, retro shoes and
urban wear with the help of mobile promoters Isobar and Ad Mob
(Butcher 2009). 23 24. 2.5 Issues and Challenges in Mobile
Advertising Patrick Barwise and Colin Strong (2001) discussed one
issue that concerns a lot to the mobile advertising senders. In
their article they stated that it is necessary to acquire
permission of the receiver for the sake of delivering them
marketing messages on their mobile devices. They pressed on the
need of conducting more studies on permission-based advertising
through mobile phones. Mobile advertising, especially in Pakistan
has resulted in huge returns. The most attractive segment to
deliver the marketing message is the young adults. Author said that
with planning and execution in the right direction, this channel
for marketing is gaining strength and has showed potential to
benefit both sender and the receiver of the marketing messages
(Barwise and Strong 2001). 2.6 Summary The literature review
presented by the researcher in this chapter assists in analysis of
the findings of the current study on the basis of the conceptual
framework derived above. The researcher makes extensive use of
theories and literature, publically available, to determine the
effectiveness of mobile marketing by sports brands for influencing
consumers behaviour. A number of dimensions have been identified
that urges the consumers to reflect positive attitude towards
sports brands after receiving marketing messages on their mobile
devices. Besides, a number of barriers that prevent customers to
act positively against the marketing messages are also presented.
24 25. Chapter 3: Methodology 3.1 Introduction Selecting an
appropriate research methodology holds a key role for carrying out
a research study because it leads the researcher in the desired
direction. Before adopting a methodology, it is important for a
researcher to understand all the types of research methodologies
and then selecting one that suits most given the nature and aim of
the study. This chapter presents the methods applied to present
study for gathering and analyzing the information and data gathered
for the research. The use of different tools and sources of data
are also underlined in this chapter. The approach opted for
analysis of primary and secondary data gathered to formulate a
logical conclusion to the study are also discussed along with the
proper reasons and limitations of the methodology adopted. In
particular, the approach to selecting sample and its members for
carrying out the research is also discussed. By the end, the reader
will also be able to understand the possible limitations to this
study. 3.2 Adopted Methodology The present study makes use of
quantitative approach for collecting responses from respondents and
analyzing these responses via statistical means. Methodology holds
an importance place in any research study as it helps the research
to design the map of the activities by providing clear guideline
and principles for the researcher to follow. Methodology also
ensures the validity of findings of the research study. This study
uses quantitative research methodology to meet the primary goals
and targets of the study. The quantitative approach is helpful in
transforming and presents the conclusive results by using the data
available, which is interlinked with the measurements and
implemented numeric data. The quantitative approach is based on the
numeric 25 26. and statistical facts and figures and various
statistical tools are used to assess the numeric data collected
from research premises through different sources (Thomas 2003). The
nature of this study requires the implementation of quantitative
methodologies because it is aimed at providing the extension of the
existing literature and in presenting the new dimensions of the
subject in discussion. The present study provides the reader with
the different aspects of behavioural trends of the consumer market
that have been discussed in the previous chapter of this report and
are further investigated in light of the sports brands mobile
marketing in the Pakistan and Saudi Arabia. The major reason for
adopting quantitative approach is to utilize the similar theories
and dimensions of the subject presented by past researchers, for
example, Melody Tsang, Shu-Chun Ho and Ting-Peng Liang (2004) who
made use of a interview guidelines to collect responses of
individuals and then analyzing them using statistical means and
methods such as correlation and regression to evaluate the
relationship between variables identified on the basis of consumer
behaviour model related to web advertising which was explored for
analysis of the impact of mobile marketing on consumer choices.
Although, quantitative approach is considered suitable for the
present study however, it is understood that the results obtained
from a research using quantitative approach may only be relevant
for a specific research and would be difficult to utilise in
generalised conditions. Moreover, due to the limited time frame and
accessibility it has not been able for the researcher to select a
larger sample of students as discussed in the later section of this
chapter which could restrict the outcome of the statistical testing
and therefore, its use is considered to be limited. Furthermore,
the approach that is used for this study is the deductive approach
moves with a generalize approach forward to a specific outcome.
This approach requires careful examination of the theory underlying
the research subject and identifying a specific relationship that
the study 26 27. needs to focus upon which in this study is the
impact of mobile marketing on the consumer behaviour. This is
evaluated based on the consumer behaviour model suggested by Cohen
(1991) which forms the ground for testing out reasons and factors
affecting consumer behaviour. The study then goes on collecting
data which is analyzed to draw conclusions regarding the impact of
mobile marketing on consumer behaviour related to sports brands and
their products. 3.3 Data Collection The present study collects
useful information and data pertaining to different aspects of
mobile marketing and its impact on consumer behaviour from both
primary and secondary sources. These sources are discussed below:
3.3.1 Primary Research Primary information is gathered via face to
face interviews with students who are current studying at Bahria
University and Iqra University, Karachi. In comparison to the
survey questionnaire conducting interview seems more appropriate
where a particular aspect of consumer behaviour is studies and also
the response rate remains much higher compared to random selection
of respondents for survey interviews. Therefore, interview provided
targeted selection of students based on the criteria defined in the
later section of this chapter. Since the nature of the research is
quantitative in nature therefore the questions that have been
designed by the researcher are mainly of closed ended nature. The
final set of interview questions comprises of 21 questions out of
which only two questions are open ended and allows interviewees to
provide answers in more detail 27 28. 3.3.1.2 Target Respondents
Since, the study involved face to face interview with respondents
therefore, it was important for the research to identify the
respondents before emerging formally to the survey in order not to
waste time and effort. The basis criteria for selecting
interviewees were: (1) The ownership of a mobile phone, (2)
individuals having age of 18 and above, (3) students studying at,
Bahria and Iqra University, Karachi and (4) basic understanding of
the mobile marketing which companies undertake from time to time.
3.3.2 Statistical Software Since, the majority of the interview
questions are closed ended therefore, it would be appropriate to
present them in a tabular and graphical manner along with
calculation of the mean and standard deviations. For this purpose,
MS Excel has been used to analyze and summarize the data collected
from the interview sessions. Likert Scale has also been utilized to
assess the quality of statistical data collected against primary
research. To sum up the findings in to tabular form and to
calculate different statistical calculations used in the discussion
part are done by using SPSS software. 3.3.3 Secondary Research The
use of secondary data is mandatory for developing a thorough
understanding of the research topic and formulating the outline and
scope of the study. The secondary data for the present study has
been acquired for forming different sections of the current report
including background, literature review and presenting the approach
to the research. The approach to collection of secondary
information initiated from basic search of key words derived from
the research title. Major keywords included sports marketing,
sports branding, Adidas marketing, 28 29. Nike marketing, mobile
marketing, mobile branding, mobile marketing theory etc. These
keywords were used in combination with each other to gather the
most suitable sources for information gathering and presentation.
Different academic databases were accessed including EBSCO,
Proquest, Elsevier, and Emerald to gather useful documents such as
journal articles, web articles, news paper articles, and reviews of
marketing books and informative material. In addition to these,
corporate websites were accessed to in order to obtained
information regarding companies that have been used for
understanding the impact of sports branding and mobile marketing on
consumer behaviour. 3.4 Basis for Analysis The aim of this study is
to measure the effectiveness of mobile advertisement on the
consumer behaviour towards purchasing of sports brands. Areas that
are covered in this context are the derivers of mobile
advertisement that influence the behaviour of targeted consumers
and help sports brands like Nike and Adidas to create a situation
where they can get most possible benefit of consumer attitude and
the second aspect is how this positively driven attitude of
consumers towards sports brands result in a purchasing decision and
benefits these organizations. Since the sample size is not large
enough therefore, the results from the interview are not suitable
for statistical testing and therefore, the results are limited to
presentation of frequencies both in tabular and graphical manner.
Also, findings related to the statements which are based on Likert
Scale are subject to calculation of mean and standard deviation.
The outcome of the study is in the form of to highlight the impact
of mobile advertisement by sports brands in particular on consumer
behaviour. Once the researcher quantified the responses gathered
from interviews, analysis of findings is carried keeping in view
the literature available from past researchers work. By the end of
this study, the researcher presents the conclusions and
recommendations to 29 30. formulate a case for mobile
advertisements effectiveness in deriving consumer behaviour in the
favour of sports brands. 3.5 Limitations of the Research The
implemented research methodology in this study for examining the
effect of mobile advertising by sports brand on the buying
behaviour of consumers considered being the most suited one,
according to researchers own perspective, but still, there are
certain limitations that are associated with the present study.
These limitations are discussed in following lines: Studies based
on qualitative approach often tend to leave out the descriptive
aspect of the study however; the present report provides a
comparative discussion between the findings of the interview and
the framework provided in the second chapter of this report. The
sample size is quite small for statistical testing of the data
collected from students in both countries therefore; this could be
considered as a limitation of the study. However, because of the
limited time and resources available to the researcher it was very
difficult to increase the size of the sample further. This is the
reason that the outcome of the study although is quantified by not
subject to statistical testing. The selection of respondents is
based on non- random convenient sampling approach which surely has
implications for the outcome of the study. As students in both
countries were found to share similar views on mobile marketing.
For example, students in Pakistan seemed more knowledgeable
regarding mobile marketing in general and sports brand marketing
via mobile as compared to students in Saudi Arabia and therefore, a
certain level of subjectivity and biasness in the responses could
be suggested. 30 31. 31 32. Chapter 4 Findings and Discussion 4.1
Introduction This chapter presents the findings of the primary
research and the analysis of these findings. The researcher
provides in-depth details of the responses collected against the
surveys conducted from 50 respondents in Pakistan and 50
respondents in Saudi Arabia. For this reason, all dimensions of
consumer behaviour, and how it is influenced by mobile marketing by
sports brands, are discussed in details. 4.2Findings from Primary
research 4.2.1 Demographics There are 40% of respondents in
Pakistan and 40% respondents in Saudi Arabia who are in the age
bracket of 18 years to 24 years. In Pakistan, the number of male
and female respondents is equal whereas in Saudi Arabia, female
respondents are more than male respondents. The results collected
against the demographic questions show that the majority of
respondents selected by the researcher are young. Age Frequency
Percent Valid Percent Cumulative Percent 18-24 20 40.0 40.0 40.0
25-34 10 20.0 20.0 60.0 35-45 7 14.0 14.0 74.0 45-above 13 26.0
26.0 100.0 Total 50 100.0 100.0 32 33. Table 1 Demographics
Pakistan: Age 33 34. Figure 4 Demographics Pakistan Age Frequency
Percent Valid Percent Cumulative Percent 18-24 20 40.0 40.0 40.0
25-34 11 22.0 22.0 62.0 35-45 11 22.0 22.0 84.0 45-above 8 16.0
16.0 100.0 Total 50 100.0 100.0 Table 2 Demographics KSA: Age
Figure 5 Demographics KSA 34 35. 4.2.2 Best Advertising Medium to
Influence Consumer Behaviour In PAKISTAN, the most popular medium
for advertising products is magazines with 18% of the respondents
answering in favour of it. Mobile marketing is the least preferred
advertising medium in PAKISTAN which shows that the mobile
marketing industry is still in its developmental phase. But in
Saudi Arabia, mobile marketing is growing quickly, as 16% of the
respondents think that mobile marketing is an effective medium of
advertising. Other popular advertising mediums in Saudi Arabia are
online marketing channels and magazines. It is noticeable that in
Saudi Arabia, there are no cinemas, this is the reason that none of
the respondents answered with cinema as an advertising medium.
Frequency Percent Valid Percent Cumulative Percent Radio 8 16.0
16.0 16.0 TV 9 25.0 25.0 41.0 Mobile Phones 3 6.0 6.0 47.0
Newspapers 8 16.0 16.0 63.0 Online 4 8.0 8.0 71.0 Posters 6 12.0
12.0 83.0 Cinema 5 3.0 3.0 86.0 Magazines 7 14.0 14.0 100.0 Total
50 100.0 100.0 35 36. Table 3 Best Advertising Medium to Influence
Consumer Behaviour: Pakistan Figure 6 Best Advertising Medium to
Influence Consumer Behaviour: Pakistan 36 37. Frequency Percent
Valid Percent Cumulative Percent Cinema 0 0.0 0.0 0.0 Magazines 15
30.0 30.0 30.0 Mobile Phones 8 16.0 16.0 46.0 Newspaper 6 12.0 12.0
58.0 Online 9 18.0 18.0 76.0 Posters 2 4.0 4.0 80.0 Radio 2 4.0 4.0
84.0 TV 8 16.0 16.0 100.0 Total 50 100.0 100.0 Table 4 Best
Advertising Medium to Influence Consumer Behaviour: KSA Figure 7
Best Advertising Medium to Influence Consumer Behaviour: KSA 37 38.
4.2.3 Mobile Advertisement on Mobile Phone When the respondents in
Pakistan and Saudi Arabia are asked whether they receive mobile
advertisements on their mobile phones or not, majority of them
responded that they receive mobile advertisements on their mobile
phones. There were many respondents, i.e. 50% in Pakistan and 60%
in Saudi Arabia, who either do not know that they receive mobile
advertisement or they do not receive. The results reflect that the
target audience of mobile marketing in these countries is still new
to these advertisements and at times, it is difficult for them to
differentiate mobile advertisements from spam messages. Frequency
Percent Valid Percent Cumulative Percent Can't remember 6 12.0 12.0
12.0 Dont know 13 26.0 26.0 38.0 No 12 24.0 24.0 62.0 Yes 19 38.0
38.0 100.0 Total 50 100.0 100.0 Table 5 Mobile Advertisement on
Mobile Phone: Pakistan 38 39. Figure 8 Mobile Advertisement on
Mobile Phone: Pakistan Frequency Percent Valid Percent Cumulative
Percent Can't remember 13 26.0 26.0 26.0 No 18 36.0 36.0 62.0 Yes
19 38.0 38.0 100.0 Total 50 100.0 100.0 Table 6 Mobile
Advertisement on Mobile Phone: KSA Figure 9 Mobile Advertisement on
Mobile Phone: KSA 39 40. 4.2.4 Mobile Advertisement from Adidas or
Nike Adidas in Saudi Arabia and Pakistan is pretty much active in
utilizing mobile marketing medium. In Pakistan, 28 respondents
receive mobile marketing messages from Adidas and 22 receive
marketing messages from Nike. In Saudi Arabia, the competition
seems to be intense, as discussed before, and both Nike and Adidas
are equally involved in utilizing mobile phones as marketing
medium. Frequency Percent Valid Percent Cumulative Percent Adidas
28 56.0 56.0 56.0 Nike 22 44.0 44.0 100.0 Total 50 100.0 100.0
Table 7 Mobile Advertisement from Adidas or Nike: Pakistan Figure
10 Mobile Advertisement from Adidas or Nike: Pakistan 40 41.
Frequency Percent Valid Percent Cumulative Percent Adidas 25 50.0
50.0 50.0 Nike 25 50.0 50.0 100.0 Total 50 100.0 100.0 Table 8
Mobile Advertisement from Adidas or Nike: KSA Figure 11 Mobile
Advertisement from Adidas or Nike: KSA 41 42. 4.2.5 Regular Mobile
Advertisement Keeps Users Update According to the responses
collected against the question inquiring the effectiveness of
mobile marketing by Adidas to keep target market update regarding
their promotional offers and products, 16% of t he respondents in
Pakistan agree with the idea and in Saudi Arabia, only 8% strongly
agrees with the idea. Also, 15% of respondents in Pakistan are
convinced with the effectiveness of mobile advertisement and 11% in
Saudi Arabia are of the view that mobile advertising by Adidas
provides them enough updates regarding their product updates. The
idea generated here is that, Adidas is utilizing mobile marketing
channel less effectively in Saudi Arabia, as compare to Pakistan.
Frequency Percent Valid Percent Cumulative Percent Didnt Answer 13
26.0 26.0 26.0 Neither Agree or Disagree 5 10.0 10.0 36.0 Somewhat
Agree 15 30.0 30.0 66.0 Strongly Agree 16 32.0 32.0 98.0 Strongly
Disagree 1 2.0 2.0 100.0 Total 50 100.0 100.0 Table 9 Regular
Mobile Advertisement Keeps Users Update: Pakistan 42 43. Figure 12
Regular Mobile Advertisement Keeps Users Update: Pakistan Frequency
Percent Valid Percent Cumulative Percent Didnt Answer 9 18.0 18.0
18.0 neither Agree or Disagree 10 20.0 20.0 38.0 Somewhat Agree 6
12.0 12.0 50.0 Somewhat Disagree 6 12.0 12.0 62.0 Strongly Agree 8
16.0 16.0 78.0 Strongly Disagree 11 22.0 22.0 100.0 Total 50 100.0
100.0 Table 10 Regular Mobile Advertisement Keeps Users Update: KSA
43 44. Figure 13 Regular Mobile Advertisement Keeps Users Update:
KSA 4.2.6 Mobile Advertisement Effects Buying Decisions According
to the results provided in the tables below, researcher is of the
idea that mobile marketing by Adidas in Saudi Arabia is less
effective in deriving customers buying in favour of Adidas as
compare to Pakistan. In Pakistan, 28% respondents strongly agree
and 24% somewhat agree that their buying behaviour is effected by
the mobile marketing messages sent by Adidas. In Saudi Arabia, only
3 strongly agree and 12 respondents somewhat agree with the same
idea. 44 45. Frequency Percent Valid Percent Cumulative Percent
Didnt Answer 13 26.0 26.0 26.0 Neither Agree or Disagree 7 14.0
14.0 40.0 Somewhat Agree 12 24.0 24.0 64.0 Somewhat Disagree 3 6.0
6.0 70.0 Strongly Agree 14 28.0 28.0 98.0 Strongly Disagree 1 2.0
2.0 100.0 Total 50 100.0 100.0 Table 11 Mobile Advertisement
Effects Buying Decisions: Pakistan Figure 14 Mobile Advertisement
Effects Buying Decisions: Pakistan 45 46. Frequency Percent Valid
Percent Cumulative Percent Didnt Answer 9 18.0 18.0 18.0 neither
Agree or Disagree 10 20.0 20.0 38.0 Somewhat Agree 12 24.0 24.0
62.0 Somewhat Disagree 7 14.0 14.0 76.0 Strongly Agree 3 6.0 6.0
82.0 Strongly Disagree 9 18.0 18.0 100.0 Total 50 100.0 100.0 Table
12 Mobile Advertisement Effects Buying Decisions: KSA Figure 15
Mobile Advertisement Effects Buying Decisions: KSA 46 47. 4.2.7 Do
you want to make any recommendations for making mobile
advertisement of Adidas more effective? Majority of the respondents
recommended that the marketing message designed by Adidas should be
more attractive and contain enough information regarding the
promotions and products to persuade customers to reflect positive
behaviour towards the marketing message. Another recommendation
that the respondents provided for Adidas is that the company should
hire marketing strategist who are responsible to make effective
advertising message and address the issue of customer privacy.
These concerns raised by the respondents show that the mobile
marketing messages of Adidas might be causing disturbance in
customers privacy and causing adverse impact on the brand image and
the marketing efforts are going into vain. 4.2.8 Do you want to
make any recommendations for making mobile advertisement of Nike
more effective? Nikes mobile advertisement campaigns are widely
accepted among the respondents but the major problem which is
reflected in respondents recommendation is the content of Nikes
message. Around 59% of the respondents think that Nikes mobile
marketing messages are not attractive and contain miss representing
content regarding promotions and products. 30% of the respondents
didnt answer to this particular question and 11% are of the view
that Nike is marketing its products and promotional offers through
mobile marketing effectively and there is no room for further
improvements. 47 48. 4.2.9 Secondary Findings Secondary findings
entail the research literature available from publically published
articles and research work. This section provides in-depth analysis
of how researchers and scholars perceive mobile marketing and its
evolvement as an effective marketing medium. An article quoted
Adidas and Pumas successful implementation of mobile marketing
strategies and stated that their success has created more hype
about this relatively new medium of advertising among other
industries and businesses. This medium of advertisement gained more
popularity among sports brands during the Fifa World Cup 2010 in
South Africa, where these global sports brands took full advantage
of the event and promoted their contribution through mobile
marketing. Discussing the benefits of mobile advertising, the
author said that the best part of mobile advertising is that even a
smallest business entity can promote its products through mobile
advertising because its cheap, fast and hit the exact area that the
company has identified as its target audience. The report revealed
various facts and figures, among which the top 20 countries for
mobile advertising were also listed. Interestingly, Saudi Arabia
was included in this list (Kats 2010). In 2008, Puma launched a new
marketing campaign which, according to Puma, was the biggest mobile
marketing campaign in the history. The focus of this marketing
campaign was Euro 2008 and the campaign was launched in all 16
participating countries in the tournament. This campaign helped the
sports giant to attract huge number of fans who gathered in Austria
and Switzerland. These fans purchased huge number of Pumas products
after receiving discount offers and deals on their mobile devices
from Puma (Mark 2008). 48 49. In their study, Khurana and Chaudhary
(2010) explained the impact of mobile advertising by sports brands
on their customer relationship activities. They said that that
sports brands has benefited from mobile advertising as it helps
them to be efficient in managing relationship with the consumers of
their products. It has narrowed the bridge between the customer and
the company which in return has able to win customers loyalty and
patronage for the companies products and offers. Because of its
effectiveness, mobile marketing has helped sports good
manufacturers to achieve the target of attaining a significant
portion of target market. It is reliable and has delivered up to
the expectations of these companies. All a sport brands is needed,
is to ensure that the message is clear and understandable by the
customers; the return will be customer loyalty and better brand
image enjoyed by the company (Khurana and Choudhary 2010). It has
been observed that more and more customer prefer receiving
information that can prove beneficial to them and not only those
that communicates to them with the sole intention of profitability.
Customers nowadays prefer directly contacted with real and relevant
messages that can substantially provide them with proper contents
in their mobile ads. The rationale is simple. These people dont
want their time wasted. Nike and Adidas are now trying to make an
impression and they intend to make that impression for good. Part
of their innovative program is to create a slogan that will leave a
lasting impression by rebranding itself into attracting more young
customers. They are doing this to catch up with the competition
that their rival is showing this. They are focusing on
strengthening their company by selling their products at a much
lower cost in lower tiered areas of the target market and soon they
shall be spreading to the rest of the regions. 49 50. 4.3
Discussion The findings of this study focus on presenting detailed
discussion on different dimensions of consumer behaviour and the
impact of mobile marketing to influence consumer behaviour. As it
has been laid down in the conceptual framework of the study, the
objective of this research is to study the consumer behaviour for
sports brands which is influenced by mobile marketing from sports
brands. This section contains the findings of this whole
dissertation, discussed in the light of research questions
formulated in previous chapters. The first research question
measures the effectiveness of mobile advertising on consumer
behaviour. From the findings of this study, it is clear that mobile
advertising has been quite effective to influence consumer
behaviour in Saudi Arabia and Pakistan. In Pakistan, mobile
marketing has been a successful medium to influence consumer
behaviour, whereas in Saudi Arabia, people are still reluctant in
showing major interest towards mobile marketing messages. This may
be due to the cultural and social structure of both societies,
where in Pakistan, people are more outgoing and in Saudi Arabia,
people are more introvert. The major finding of this study is the
steady growth of mobile marketing as a marketing medium and the
increase usage by different brands. As Tsang et al. (2004)
suggested that mobile devices are becoming more and more popular to
be used as a marketing medium. The similar idea has been shared by
Prenzel (2009) who reported that billions of dollars are now put
into mobile marketing to shape up consumer behaviour by frequently
sending marketing messages to target audience. Nike and Adidas are
also involved in frequently sending marketing messages to target
audience in order to change buying behaviour by influencing
consumers attitude. The second research question inquires about the
impact of mobile marketing on consumers behaviour towards sports
brands in Saudi Arabia and Pakistan. As presented in the findings
of 50 51. this study, mobile advertisements have faced little
difficulties with influencing consumer attitude. Nike and Adidas
both have been popular in Saudi Arabia and Pakistan, and they are
widely making use of this new marketing medium. Nike especially is
involve in utilizing mobile marketing medium more effectively that
Adidas, although Adidas has been considered as pioneer in mobile
marketing. On other hand, Adidas and Nike are considered to be
equal in ranks when it comes to rate their utilization of mobile
marketing channels. During the primary research, respondents in
both countries show mixed reaction when they are asked to rate most
efficient sports brand utilizing mobile marketing medium. The
content that these sports brand provide in mobile marketing
messages is also designed keeping in view the social norms and
cultural differences. As suggested by Cohen (1991) in his consumer
behaviour model, taking care of social norms is quintessential to
influence consumer attitude. For this reason, the marketer must
know his target audience, the right message to deliver and the
knowledge of segments traits, as suggested by Berlo (1960). The
multi-attribute model by Ajzen and Fishbein (1980) also suggests
that the content of mobile marketing message must address the
evaluation this message by the target audience. Mobile
advertisement in Pakistan and Saudi Arabia is considered to be an
effective medium to introduce a brand to the target audience. The
researcher is of the view that Nike and Adidas utilize mobile
marketing messages to acknowledge target market about its products,
to provide updates, to create brand awareness and to influence
consumers buying behaviour. In this manner, brand value and brand
followership is increased; as the findings show that majority of
the respondents is regular buyer of sports brands. Cohen (1991)
suggested that followership and building brand value and image
helps a brand to win consumers intention to make a buying decision.
51 52. The next step in this study is to evaluate the influence of
consumer attitude and intention in designing their buying behaviour
related to sports goods. The present study provides that consumer
intention and attitude have a positive impact on consumer
behaviour. This is supportive by the theory of planned behaviour
suggested by Ajzen (1991), who is of the view that there exists a
relationship between consumers intention and attitudes towards a
brand or product, subjective norms and perceived behavioural
control. In Pakistan, mobile marketing by Adidas and Nike has been
more successful as compared to Saudi Arabia, to shape up consumers
intentions into actually buying decision. This again seems to be
the resultant of cultural differences between both countries where
one culture is more supportive for technological innovations and
new ways of creating awareness and the other do not. The findings
of this study also reveals that the content that respondents
receive from Adidas and Nikes mobile marketing messages is usually
very helpful in acknowledging about new products and offers or
promote any product or offer. There is an element of clarity in
mobile marketing messages of Adidas and Nike which help the user to
understand what the marketer is trying to communicate and let
target audience update themselves with the latest developments in
sports brand market. Shannon and Weaver (1949) presented the same
idea of communication, in which they insisted that the whole
communication process should be clear and completely defined and
free of noise or lapse. Festinger (1957) is of the view that any
inconsistency between meeting consumers expectations or any
difference in opinion for shaping up positive consumer attitude
would cause discomfort among them and compel them to switch towards
alternatives. 52 53. 4.4 Summary The findings from the primary
research that has taken place in the form of interview are
presented in this chapter which are then discussed comprehensively
in regards to the research questions set out at the outset of this
report. The discussion has clearly indicated major highlights of
the study which show that individuals using mobile phones in
Pakistan are more affected by mobile marketing as compared to
individuals in Saudi Arabia. This has been highlighted as a result
of the differences between general consumer cultures that exists in
a developed country as compared to a country where although
technology is increasingly sought after but consumers still are
less attracted by mobile marketing. Both companies Nike and Adidas
have been successfully carrying out their mobile marketing
activities however; the results do not clearly suggest which
company is better than the other. 53 54. Chapter 5: Conclusion
Consumer behaviour has always remained a centre of marketers
strategies and special emphasis has been put in this direction to
generate effective strategies to influence consumers buying
behaviour. Consumers cantered marketing strategies helps
organizations to retain its customer base to increase its revenues
and sales volume. Marketing departments of different organizations,
more specifically sports brands, has aimed on understanding the
dynamics of mobile marketing and its effectiveness, keeping in view
the demographics and preferences of consumer markets in Saudi
Arabia and Pakistan. The present study presents a wide spectrum of
ideas for future studies regarding the topic and the effectiveness
of mobile marketing in different strategic and geographic market
segments. The findings of this study help to formulate a direction
in which the marketers can work according to the psychology and
demand of the market. This dissertation also focus on creating
understating about different phenomenon evolving mobile marketing
and the attributes of target market, considering which marketers
can gain more as compare to other marketing channels. During the
study, the research finds that every respondent in both countries
have its own rituals, beliefs and values which helps them to
develop a certain buying behaviour. The results presented in this
study are quantitative in nature and the researcher utilizes both
primary and secondary sources of data to present a clear picture of
mobile marketing and its effectiveness and adaptation by sports
brands. The results obtained reflect that cultural differences,
purchasing power and societal norms put a deep impact on consumers
buying behaviour. Mobile marketing is comparatively a new
phenomenon in marketing channels, and it is also affected by the
attributes of the society in which it is implemented. Adidas and
Nike has 54 55. achieved reasonable results by the adaptation of
mobile marketing channel but there are areas, where both these
companies have to consider to bring changes. 5.1 Recommendations
for Mobile Marketing Although the use of mobile marketing has been
on the rise but expectations of greater market influence and affect
on consumer behaviour is somewhat restricted. There are certain
recommendations which the researcher has made keeping in view
limited application of mobile marketing in affecting consumer
behaviour in Saudi Arabia in particular. 1. The content of the
mobile advertisement should be clear and attractive to individuals
to indulge in buying behaviour. 2. The companies should make use
appropriate advertising software to ensure that the consumer data
is updated regularly and trends in the mobile advertising market
are fully integrated in the system to create interest of consumers
in this form of marketing. 3. The companies should do benefit
analysis of mobile advertisement as it is not always necessary that
expected results can be achieved therefore, other forms of medium
particular web marketing should also be considered in connection
with mobile marketing. This could actually help them to run both
marketing strategies that complement each other. 55 56. 5.2
Recommendations for Future Studies One of the major issues with the
present study has been the lack of statistical testing of results
obtained from the study. Interview technique has been used for
collecting responses and descriptive analysis has been carried out
in this report because of the limitations of sampling. The use of
statistical means with smaller sample would not have been
appropriate such methodology requires a larger randomly selected
sample. However, in any future study that may be focused on a
similar research topic may benefit from the use of statistical
methods which could assist in achieving an objective rather than
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>[Accessed 7 September 2011]. 62 63. Appendix-I Semi-Structured
Interview Questions (Note for Interviewer: Where questions have
options please read them out to the interviewee to ensure that
consistency in results can be achieved) Number: ________ Day:
________ Date: ________ Time: ________ Place: ________ 1. Do you
have a mobile phone? Yes No If No, Thank you for your help.
Goodbye. 2. What type of phone do you have? Cellular Phones PDAs
Smart phones Others 3. What network do you use? If interviewee in
Pakistan: If interviewee in Saudi: Ufone Telenor Other STC Lebara
Mobilink Zong Mobily Other Warid Zen 4. What type of advertisement
medium do you think most affects your buying decisions? TV
Newspapers Cinema Magazines Online Posters Mobile phones Radio 63
64. 5. Have you ever receive mobile advertisement on your mobile
phone? Yes Cant remember No Dont know 6. Have you ever agreed to
receive mobile advertisements on your mobile phone? Yes Cant
remember No Dont know 7. In the last week how many times you have
received advertisement on your mobile phone? 1-2 5-6 3-4 7-8 Other
______________ 8. Have you bought any sports goods in the last
month? Yes Cant remember No Dont know 9. Which sports brand do you
prefer to buy? Adidas Puma Nike Reebok Other ________________ 10.
Have you receive mobile advertisements from any sports brands in
the last month? Yes Cant remember No Dont know Can you remember the
Brand Name: ___________________________________ 64 65. 11. What is
the content of these mobile advertisements that you receive from
your sports brands in the last month? They try to sell products
They attempt to convince people to try the products They offer
major discounts They simply tell about product features They
promote brand Other
_________________________________________________ 12. Do you ever
receive mobile advertisements from the following brands? Adidas
Nike 13. If the interviewee receives mobile advertisements from
Adidas then ask the following questions: Brand: Adidas Strongly
Agree Somewhat Agree Neither Agree or Disagree Somewhat Disagree
Strongly Disagree Mobile advertisement introduced you to the brand
Regular Mobile advertisement keeps you update regarding its
products Mobile advertisement has increased your brand awareness
Mobile advertisement has positively affected your intentions to buy
this brand Mobile advertisement from Adidas is better than that of
Nike 65 66. 14. If the interviewee receives mobile advertisements
from Nike then ask the following questions: Brand: Strongly Agree
Somewhat Agree Neither Agree or Disagree Somewhat Disagree Strongly
Disagree Mobile advertisement introduced you to the brand Regular
Mobile advertisement keeps you update regarding the brand and its
products Mobile advertisement has increased your brand awareness
Mobile advertisement has positively affected your intentions to buy
this brand Mobile advertisement from Nike is better than that of
Adidas 15. How do you describe the content of mobile advertisements
received from Adidas? Boring Interesting Attracting Funny 16. How
do you describe the content of mobile advertisements received from
Nike? Boring Interesting Attracting Funny 66 67. 17. Do you want to
make any recommendations for making mobile advertisement of Adidas
more effective?
_____________________________________________________________________________
_____________________________________________________________________________
________________ 18. Do you want to make any recommendations for
making mobile advertisement of Nike more effective?
_____________________________________________________________________________
_____________________________________________________________________________
________________ 19. Age: 18-24 25-34 35-45 45-above 20. Gender:
Male Female 21. Where do you live? PAKISTAN Saudi Arabia THANK YOU
FOR YOUR TIME AND SUPPORT 67