Over Sandy 1

8/9/2019 Over Sandy 1

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CHAPTER-I

INTRODUCTION

As mobile communication allows communication in an entirely new form, it

has also changed the marketers world. Interactions between customer and advertiser become

increasingly rapid and easy (Pavlou and Stewart, 2000). Opportunities for direct contact with

consumers are unprecedented (Hoffman and Novak, 1996). Consumers can be provided with

information they are interested in, what gives marketers the chance to build customer

relationships of a new dimension. As a result, modern advertisers are increasingly relying on

various modes of interactive technology to advertise and promote their products and services

(Pavlou and Stewart, 2000).

But potential customers did so far not have many opportunities to communicate their

apprehension of marketing activities via mobile devices. Consequently, not much is known

about the potential factors that influence the attitude toward mobile advertising. Advertising

research has shown that the effects of advertising activities are influenced by the attitude

toward an advertising message, the advertising company or even the applied media

(MacKenzie and Lutz, 1989). But these findings are related to traditional advertising via

mass media (Ducoffe, 1995) or web-based advertising (Ducoffe, 1996).

If marketers want to use the communication channels that mobile media provide in an

efficient way, they need to understand how mobile consumers perceive and evaluate mobile

devices as a source of advertising. This paper aims to contribute to this objective and presents

results of a survey among 815 Austrian cellular phone users on consumer attitudes toward

advertising via mobile devices (advertising via mobile devices). The paper is organized as

follows: First, the concept of mobile marketing and mobile advertising are derived from the

traditional marketing concept. After that, the impact of advertising value on advertising

success is outlined. The following section provides a review of marketing and advertising

literature that is discussed in terms of its relevance to advertising via mobile devices.

Resulting from that, antecedents of the advertising value and attitude toward mobile

advertising are derived. On this basis, a research model is developed. Then, the applied

research methodology is presented and the empirical evaluation of the model is carried out.

After this, results of the analysis are presented.


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ADVERTISING VIA MOBILE DEVICES

Kotler (Kotler, 2003) defines advertising as any paid form of non-personal presentation and

promotion of ideas, goods or services by an identified sponsor (p. 590). Advertising via

mobile devices or mobile advertising (in the following abbreviated as advertising via mobile

devices) is defined as the usage of interactive wireless media (such as cellular phones and

pagers, cordless telephones, personal digital assistants, two-way radios, baby crib monitors,

wireless networking systems, GPS-based locators and maps) to transmit advertising messages

to consumers in form of time and location sensitive, personalized information with the overall

goal to promote goods and services.

There are different synonyms for advertising via mobile devices, such as wireless advertising

(Krishnamurthy, 2003) or wireless advertising messaging (Petty, 2003). Usually, mobile

advertising messages are transmitted via short message service (SMS) (De Reyck and

Degraeve, 2003). Mobile advertising allows marketers to exploit the mediums unique

features in order to customized their messages to consumers attributes. Good marketing

management emphasizes the building of longterm relationships (Houston and Gassenheimer,

1987; p. 10). Mobile advertising can support these goals in various ways because it allows

reciprocal communication processes between marketer and consumers. As more wireless

bandwidth will be available, content rich advertising involving audio, pictures, and video

clips can be produced for individual users with specific needs, interests, and inclinations

(Varshney and Vetter, 2002; p. 188). It is therefore assumed that mobile advertising will be

also an important revenue source for mobile operators in the future (DeZoysa, 2002).

Advertising Value of Mobile Marketing

Advertising value is a measure for advertising effectiveness and may serve as an index of

customer satisfaction with the communication products of organizations. It is defined as a

subjective evaluation of the relative worth or utility of advertising to consumers (Ducoffe,

1995; p. 1). A value can be described as an enduring belief that a specific conduct or state is

personally-psychologically or socially-culturally preferable to a converse mode of conduct or

an opposite end state of existence (Levi, 1990). Value potentially derives from the

expectations about an offering itself, from experiences accompanying the exchange, and from


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the residual of having engaged in behaviors necessary to achieve the exchange. Hence, value

can reflect the worth of the element itself as well as the experience associated with the

transaction (Houston and Gassenheimer, 1987). Values are the basis of actions, attitudes, and

judgments in advertising as well as in other aspects of social life (Beatty, Kahle, Homer and

Shekar, 1985). Advertising value of web advertising has shown to have a significant

influence on attitude toward web advertising (Ducoffe, 1996). We thus conclude that a highly

perceived value of advertising via mobile devices also reflects positively on the consumers

attitude toward advertising via mobile devices.


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ABSTRACT

The researcher is interested in carrying out the study in this area in order to

study and analyze to the level of satisfaction towards mobile advertisement-Trichy. The

researcher is interested in carrying out the study in this area in order to ascertain the crucial

variables that the valuable perception on the mobile advertisement. The research used

descriptive type of research design in his study the researcher used primary data collection

method in his study and for this purpose the researcher framed a structured questionnaire.

The data is checked out for its validity and reliability before carrying out the study for the

purpose of analysis and interpretation. The researcher used appropriate statistical tools in

order to arrive at the major findings in his study. Based on the findings arrived at the

suggestions are given by the researcher in such a way. So that it will lead to a personal needs

and purchase decision towards the products on the part of the mobile users.


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CHAPTER-II

LITERATURE REVIEW

Sadia Sharmin Juena,Kamran Mirza[2008] In their research analysis had finded

that Mobile advertising is becoming a hot topic as wireless networking continues to develop

and the number of mobile subscribers is increasing worldwide.Thus mobile phone opens up a

new dimension for the marketer to build strong customer relationship by providing the

customers with their desired information through mobile phones at any place any time.

However, little is known about how mobile technologies and applications can be incorporated

into marketing activities in contrast to internet-based advertising. The effects of mobile

advertising have not been investigated sufficiently. The purpose of this study, therefore, is to

provide a better understanding on how mobile advertising can be utilized in B2C marketing.

In order to reach this purpose, three research questions were asked about the applications in

mobile advertising, the technologies available, as well as the success factors. Using the

research questions as a guide, a literature review was conducted, resulting in a conceptual

framework, developed to guide the study's data collection. In order to collect data, a

qualitative approach and multiple case study strategy has been utilized, using personal

interviews and limited documentation to collect data. The findings and the conclusion of this

study indicate that technology acts as the primary facilitator of mobile advertising. To

increase the popularity of mobile advertising applications, factors such as personalization,

customer permission, control and privacy should all be considered by the companies with

high importance. Companies must keep in mind that the mobile phone is a very personal

device, so any services provided via mobile phone should be dealt very carefully.

Ogilvy (2006) had made a research that the message characteristics need to be developed

carefully. Marketers cannot only rely on the fact that an advertising message sent via mobile

devices will be read and remembered automatically. The mobile device may be an attention

getter, but an attention getting device that is unrelated to the message will not attract

consumers interests in the message or the product.

Haghirian and Dickinger (2004) in their research paper had finded that the number of

advertising messages received via mobile devices is an important factor that influences the

advertising value for the consumer. But it is also influenced by the advertising medium.


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Credibility of an advertisement is influenced by different factors, especially by the

companys credibility and the bearer of the message.

A study done by Heinonen & Strandvikin the year (2003) had 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.

Finish Direct Marketing Association (2002) had analysed that 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 WAP was 65%.

According to Ackerman, Darrel and Weitzner (2001) a trade-off between perceived

privacy intrusion and user benefit is also possible. They assume that consumers accept a

certain degree of privacy loss if benefit is considered being sufficient and satisfying. The key

is to use interactive wireless media to provide customers with time- and location- sensitive,

personalized information that promotes goods, services and ideas, thereby generating value

for all stakeholders.

Pavlou and Stewart (2000) from their analysis study founded that the mobile

communication allows communication in an entirely new form; it has also changed the

marketers world. 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

interactions between customer and advertiser become increasingly rapid and easy.

Hoffman and Novak (1996) finded out that a high degree of pleasure and involvement

during interaction with computer-based media leads to concurrent subjective perceptions ofpositive affect and mood of the consumer.

Ducoffe (1995) from their study finded that advertising value is a measure for advertising

effectiveness and may serve as an index of customer satisfaction with the communication

products of organizations. It is defined as a subjective evaluation of the relative worth or

utility of advertising to consumers


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Abernethy (1991) had discussed how negative reactions like irritation arise through intrusion

advertising. The channel influences consumer responsiveness to marketing communication

by being perceived as either disturbing or acceptable. Location-aware advertising messages

are creating five to ten times higher click-through rates compared to traditional internet

advertising messages.


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CHAPTER-III

RESEARCH METHODOLOGY

3.1. NEED FOR THE STUDY

The researcher is interested in carrying out the study in this area in

order to study and analyze to the level of satisfaction towards mobile advertisement-Trichy.

3.2. DEFINITION OF THE PROBLEM

The researcher is interested in carrying out the study in this area in order

to ascertain the crucial variables that the valuable perception on the mobile advertisement.

3.3. OBJECTIVES OF THE STUDY

I) Primary objective:

i) To study and to analyze the customer satisfaction towards mobile advertising.

II) Secondary objectives:

i) To study and to analyze how mobile advertising supplements the personal needs.

ii) To study and to analyze how mobile advertising supplements the varied product

advertising and the relevant information about the product.

iii) To study and to analyze to what extent mobile advertising adheres the privacy

of information.

iv) To study and to analyze the factor that governs purchase decision of mobile

advertising.

3.4. RESEARCH DESIGN

The researcher used descriptive type of research design in the study.


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3.5. DATA SOURCES

The researcher used primary data collection method in this study. For this

purpose the researcher framed a structured questionnaire. The data is checked out for its

validity and reliability before carrying out the study.

3.6. SCOPE OF THE STUDY

The study is confined only to the mobile users perception towards

satisfaction based on the mobile advertisement.

3.7. SAMPLING TECHNIQUE

The researcher used convenient type of sampling method in his study.

The sample size is taken as 100 respondents.

3.8. ANALYSIS AND INTERPRETATION

The researcher used the following statistical tools namely,

a) Simple percentage analysis

b) Chi-square test

c) One way ANOVA

3.9. LIMITATION OF THE STUDY

i) The study is confined only to the mobile users.

ii) The sample size is restricted due to the time constraint.

iii) The major findings of the study may not hold good to other media.


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RELIABILITY

Reliability statistics:

Cronbach's Alpha N of Items

.629 19


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CHAPTE

ANAL AND INTE PRETATION

I) SIMPLE PERCENTAGE ANAL SIS:

T l 4.1.1: T l showi the Gender wise cl ssi ication of the

respondents:

G

d

F

qu

y P

t

l

74 74.0

f

l

26 26.0

T

t

l 100 100.0

Source: Primary data

t: 4.1

Inference:

From t above table iti i erred t at 74% oft e respondents are males.

While 26% ofthe respondents are females.

0

10

20

30

40

50

60

70

80

Male Female


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Table 4.1.2: Table showing the Age wise classification of the respondents:

Age of response re

enc

Percent

below

8

.

9-

5 53 53.

-3

.

3 -35

.

above35

.

otal

.

S! " #

ce$

Primary data

Chart:%

.&

Inference:

From the above table it is inferred that 53% of the respondents are in the age group of 19-25

years.

While 21% of the respondents are in the age group of more than 35 years.

While 11% of the respondents are in the age group of 26-30 years.

While 11% of the respondents are in the age group of below 18 years.

While 4% of the respondents are in the age group of 31-35 years.

Be' (

w 18

19-25

26-30

31-35

Ab)

ve35


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Table 4.1.3: Table showing the Marital status classification of the

respondents:

Marital stat 0 s 1 re2

0 enc3

Percent

marrie4

38 38.5

0 nmarrie4

6 7

6 7

.5

8

otal9

5 5

9

5 5

.5

S @ A rceB Primary data

Chart:C

.3

Inference:

From the above table it is inferred that 62% of the respondents are unmarried.

While 38% of the respondents are married.

0 10 20 30 40 50 60 70

Married

Unmarried


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Table 4.1.4: Table showing the Educational qualification classification of

the respondents:

EduD E

tiF G E

l quE

lifiD E

tiF G

FH I

quI G D

y PI H D I G

t

P D

Q

F F

liG R

11 11.0

R H E

duE

tiF G

42 42.0

S F P

tR H E

duE

tiF G

U

2U

2.0

S H F

fI P P

iF G E

lU

U

.0

F

tQ

I H P

12 12.0

TF

tE

l 100 100.0


V

Q

E H

t: 4.4

Inference:

From the above table itis inferred that 42% ofthe respondents are graduates.

While 32% ofthe respondents are Post graduates.

While 12% ofthe respondents have completed other courses.

While 11% ofthe respondents have completed Schooling.

While 3% ofthe respondents have completed Professional.

0

5

10

15

20

25

30

35

40

45


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Table 4.1.5: Table showing the Occupation classification of the

respondents:

OW W

uX Y

ti` a

Fb c

quc a W

y Pc b W c a

t

d

tudc a

t 47 47.0e

ud

ia c d d f c a

1g

1g

.0

h i

tc f X

l

yc c

14 14.0

X b

ii

Y

tc

c f X

l

yc c

24 24.0

tp

c b d

2 2.0

T

tY

l 100 100.0

Source: Primary dataq

p

Y b

t: 4.r

Inference:

From the above table itis inferred that 47% ofthe respondents are students.

While 24% ofthe respondents are private employee.

While 14% ofthe respondents are government employee.

While 13% ofthe respondents are businessmen.

While 2% ofthe respondents are others.

0

10

20

30

40

50


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Table 4.1.6: Table showing the Income wise classification of the

respondents:

Incomes

ret

u

encv

Percent

below wx x x x

y

8y

8.x

w

x x x

w

-w

5x x x

y

y

.x

w

5x x

w

- x x x x

y

y

.x

otalw

x x

w

x x

.x

S

rce

Primary data

Chart:

.y

Inference:

From the above table it is inferred that 68% of the respondents are in the income range of

below 10000.

While 26% of the respondents are in the income range of Rs.10001-15000.

While 6% of the respondents are in the income range of Rs.15001-20000.

Be w 10000

10001-15000

15001-20000


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Table 4.1.7: Table showing the opinion of the respondents towards

mobile advertisement ads informative:

O

i

i

f t

d

t

F

qu

y P

t

ut

l 16 16.0

2

2

.0

t

ly

.0

T

t

l 100 100.0


t: 4.7

Inference:

From the above table itis inferred that 55% ofthe respondents strongly agree thatthe mobile

advertisement ads informative.

While 29% ofthe respondents agree thatthe mobile advertisement ads informative.

While 16% ofthe respondents have a neutral opinion.

0

10

20

30

40

50

60

Neutral gree Strongly agree


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mobile advertisement supplements personal needs:

O

i

i

f t

j

k j l

dj

tl

Fk j

quj m

y Pj k m j

t

dil n o k j j

10 10.0

j

utk n

l 2 2.0

n o k j j

4

4

.0

l

tk o

lyn o k j j

4

4

.0

T

tn

l 100 100.0


t: 4.

Inference:

From the above table itis inferred that 45% ofthe respondents agree thatthe mobile

advertisement supplement personal needs.

While 43% ofthe respondents strongly agree thatthe mobile advertisements supplement

personal needs.

While 10% ofthe respondents disagree thatthe mobile advertisements supplement personal

needs.


0

5

10

15

20

25

30

35

40

45

Disagree Neutral gree Strongly agree


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Table 4.1.9: Table showing the opinion of the respondents towards mobile

advertisement various inform about products:

O

i

iz

z

f t{

|

} | ~ z

d|

t~

F} |

qu|

y P| } |

t

|

ut}

l 17 17.0

} | |

4

4

.0

~

t} z

ly } | |

40 40.0

Tz

t

l 100 100.0


t: 4.

Inference:


advertisementinform about products.

While 40% ofthe respondents disagree thatthe mobile advertisementinform about products.


0

5

10

15

20

25

0

35

40

45

Neutral

gree Strongly agree


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Mobile advertisement purchase decision:

O

i

i

f t

d

t

F

qu

y P

t

di

10 10.0

ut

l 21 21.0

2

2

.0

t

ly

44 44.0

T

t

l 100 100.0


t: 4.10

Inference:


advertisement vital role while making a purchase decision.

While 25% ofthe respondents agree thatthe mobile advertisement vital role while making a

purchase decision.


While 10% ofthe respondents disagree thatthe vital role while making a purchase decision.

Disagree

Neutral

agree

str ngl agree


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mobile advertisement recall of sale:

O

i

i

f t

d

t

F

qu

y P

t

ut

l

2

2.0

.0

t

ly

2

2

.0

T

t

l 100 100.0


Chart: 4.11

Inference:


advertisement generates recall of sale.


While 29% ofthe respondents strongly agree thatthe mobile advertisement generates recall

of sale.

0 10 20 30 40

Neutral

gree

Stronglyagree


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mobile advertisement no loss of privacy:

O

i

i

f therespondents Frequency Percent

neutral 1

1

.0

agree

4

4.0

strongly agree 47 47.0

Total 100 100.0


Chart: 4.12

Inference:


advertising there is no loss of privacy.

While 34% ofthe respondents agree thatthe mobile advertising there is no loss of privacy.


0

10

20

30

40

50

Neutral gree

Stronglyagree


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mobile advertisement ads will not cause confusion:

Opinionof therespondents Frequency Percent

disagree 2 2.0

neutral 1

1

.0

agree 2

2

.0

strongly agree-

7-

7.0

Total 100 100.0


Chart: 4.1

Inference:


advertisement will not cause confusion.

While 28% ofthe respondents agree thatthe mobile advertisement will not cause confusion.


While 2% ofthe respondents disagree thatthe mobile advertisement will not cause confusion.

Disagree

Neutral

gree

Stronglyagree


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mobile advertisement willingness to receive message:


neutral 27 27.0

agree 42 42.0

strongly agree

1

1.0

Total 100 100.0


Chart: 4.14

Inference:


advertisement willingness to receive message.

While 31% ofthe respondents strongly agree thatthe mobile advertisement willingness to

receive message.


0

10

20

30

40

50

Neutral

gree

Stronglyagree


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mobile advertisement features of the product:

pinion of the respon

ents re

enc

Percent

ne

tral 9 9.

agree 35 35.

strongl

agree 5

5

.

otal

.

S

rce

Primary data

Chart:

. 5

Inference:

From the above table it is inferred that 56% of the respondents strongly agree that the mobile

advertisement features of the product in the advertisement are true.

While 35% of the respondents agree that the mobile advertisement features of the product in

the advertisement are true.

While 9% of the respondents have a neutral opinion.

Ne tral

A

ree

Stro

glyagree


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mobile advertisements tend to intrude in my personal space:


neutral 12 12.0

agree 2

2

.0

strongly agree 6

6

.0

Total 100 100.0


Chart: 4.16

Inference:


advertisements tend to intrude in my personal space.

While 25% ofthe respondents agree thatthe mobile advertisements tend to intrude in my

personal space.


0

10

20

30

40

50

60

70

Neutral gree Stronglyagree


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mobile advertisement reading ads is not time consuming:


neutral

.0

agree

6

6.0

strongly agree

6

6.0

Total 100 100.0


Inference:

From the above table itis inferred that 56% ofthe respondents strongly agree thatthe reading

advertisementthrough mobile is nottime consuming.

While 36% ofthe respondents agree thatthe reading advertisementthrough mobile is not

time consuming.


Neutral

gree

Stronglyagree


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mobile advertisement message reaches us right time:


neutral

1

1.0

agree

6

6.0

strongly agree

.0

Total 100 100.0


Chart: 4.1

Inference:


advertisement message reaches us atthe righttime when offers are at peak.

While 33% ofthe respondents strongly agree thatthe mobile advertisement message reaches

us atthe righttime when offers are at peak.


28

29

30

31

32

33

34

35

36

Neutral gree Stronglyagree


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mobile advertisement junk advertisements are deleted:


neutral 7 7.0

agree

2

2.0


Total 100 100.0


Chart: 4.1

Inference:

From the above table itis inferred that 61% ofthe respondents strongly agree thatthejunk

advertisements are deleted.

While 32% ofthe respondents agree thatthejunk advertisements are deleted.


0

10

20

30

40

50

60

70

Neutral

gree Stronglyagree


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mobile advertisements recall brand advertisement:


ents

re

enc

Percent

ne tral 5 5.

agree

.

strongl

agree

5

5.

otal

.

S

rce

Primary data

Chart:

.

Inference:

From the above table it is inferred that 45% of the respondents strongly agree that the mobile

advertisement easy to recall brand advertisement.

While 40% of the respondents agree that the mobile advertisement easy to recall brand

advertisement.

While 15% of the respondents have a neutral opinion.

Ne

tral

Agree

Str

nglyagree


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mobile advertisement recall of product or services:


neutral 1

1

.0

agree

.0


Total 100 100.0


Chart: 4.21

Inference:

From the above table itis inferred that 47% ofthe respondents strongly agree thatthe mobileadvertisement recall of product or services advertised.

While 35% ofthe respondents agree thatthe mobile advertisement recall of product or

services advertised.


0 10 20 30 40 50

Neutral

gree

Stronglyagree


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mobile advertisement results in better products for the public:


disagree

.0

neutral 7 7.0

agree

1

1.0

strongly agree

.0

Total 100 100.0


Chart: 4.22

Inference:


advertisement results in better products forthe public.

While 31% ofthe respondents agree thatthe mobile advertisement results in better products

forthe public.


While 3% ofthe respondents disagree thatthe mobile advertisement results in better products

forthe public.

Disagree

Neutral

gree

Stronglyagree


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.


mobile advertisement cause disturbance at work:


neutral

.0

agree

.0

strongly agree

2

2.0

Total 100 100.0


Chart: 4.2

Inference:


advertisement cause disturbance at work.

While 32% ofthe respondents strongly agree thatthe mobile advertisement cause disturbance

at work.


0

10

20

30

40

50

60

Neutral

gree

Stronglyagree


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mobile advertisement link between interest and message:


disagree

.0

neutral 1

1

.0

agree

2

2.0

strongly agree

0

0.0

Total 100 100.0


Chart: 4.24

Inference:


advertisementlink between interest and message.

While 32% ofthe respondents agree thatthe mobile advertisementlink between interest and

message.


While 3% ofthe respondents disagree thatthe mobile advertisementlink between interest and

message.

0

5

10

15

20

25

30

35

40

45

50

Disagree Neutral gree Stronglyagree


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overall satisfaction of mobile advertisement of mobile advertisement:


ents re

enc

Percent

agree 3 3 .

strongl

agree

9

9.

otal

.

S

rce

Primary data

Chart:

.

5

Inference:

From the above table it is inferred that 69% of the respondents strongly agree that the overall

satisfaction of mobile advertisement.

While 31% of the respondents agree that the overall satisfaction of mobile advertisement.

Agree

Str nglyagree


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II) Chi-square Test

Table 4.2.1:

Income Vs Mobile advertisement vital role of purchase decision:

H0: There lies no significant association between income and the opinion of the respondents

towards mobile advertisement in making a purchase decision.

H1: There lies a significant association between income and the opinion of the respondents


.

Pla

s vital role p rchase

ecision

otal

isagree ne tral agree Strongl

agree

income below

8

8

-

5

3 5

8

5

-

otal

5

Calculated P-Value: 0. 007 significant levels: 0.05

Val e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are

.

3(a)

.

Likelihoo

Ratio

.3

.

Linear-b

-Linear

Association8.

5 .

N of Vali

Cases

Inference:

The calculated P-value (0.007) is lesser than the significant level of 0.05 and thus

Ho is rejected. Hence it is concluded that there lies a significant association between income

and the opinion of the respondents towards Mobile advertisement plays a vital role while

making a purchase decision.


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Table 4.2.2:

Gender Vs Mobile advertisement supplements personal needs:

H0: There lies no significant association between gender and the opinion of the respondents

towards mobile advertising supplements personal needs.

H1: There lies a significant association between gender and the opinion of the respondents


S

pplement personal nee

s

otal


agree

gen

er male

3

3

!

"

female"

# 5!

otal #

"

5"

3 #


Val$

e%

f

As&

mp. Sig.

('

-si%

e%

)

Pearson Chi-S(

$ are 5.)

9 0 (a) 3 . 01

5

Likelihoo%

Ratio 5.1

58 3 . 0 3)

Linear-b&

-Linear

Association

'

.1 1 2

0 . 0)

3

N of Vali%

Cases0

) )

Inference:

The calculated P-value (0.165) is greater than the significant level of 0.05 and thus

Ho is accepted. Hence it is concluded that there lies no significant association between

gender and the opinion of the respondents towards Mobile advertising supplements personal

needs.


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38

Table 4.2.3:

Age Vs Overall satisfaction of mobile advertisement :

H0: There lies no significant association between age and the opinion of the respondents

towards overall satisfaction of mobile advertisement.

H1: There lies a significant association between age and the opinion of the respondents


3

verall satisfaction of

mobile a4

vertisement5

otalagree Strongl6

agree

age of

response

below7

8 3 87 7

7

9-8

57

5 38 538 9

-3@

3 8 7 7

37

-35@

A

A

above35 7@

7 7 8

7 5

otal 3 7 9

9 7@ @


ValB eC

f

AsD

mp. Sig.

(E

-siC

eC

)

Pearson Chi-SF

B areG

.83E

(a)G

.3H

5

LikelihooC

Ratio 5.8E

I G

.E

I 3

Linear-bD

-Linear

AssociationI

.P

Q

3I

.I

9P

N of ValiC

CasesI

H H

Inference:


Ho is accepted. Hence it is concluded that there lies no significant association between age

and the opinion of the respondents towards Overall satisfaction of mobile advertisement.


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39

Table 4.2.4:

Gender Vs overall satisfaction of mobile advertisement:





R

verall satisfaction of

mobile aS

vertisementT

otalagree StronglU

agree

genS

er maleV W

5X

Y W

femaleY

9V a

T

otal 3

a

9

X X


Valb ec

f

Asd

mp. Sig.

(e

-sic

ec

)

Pearson Chi-Sf

b

are .e

g

3(b)h

.i p

h

Contin b itd

Correction(a) .p g i

h .g

83

Likelihooc

Ratio .e

g

8 h .598

q isher's Exactr

est

Linear-bd

-Linear

Association.

e

g

p

h

.i p

3

N of Valic

Casesh

p p

Inference:



gender and the opinion of the respondents towards Overall satisfaction of mobile

advertisement.


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40

Table 4.2.5:

Marital status Vs overall satisfaction of mobile advertisement:

H0: There lies no significant association between marital status and the opinion of the

respondents towards overall satisfaction of mobile advertisement.

H1: There lies a significant association between marital status and the opinion of the


s

verall satisfaction of mobile at

vertisementu

otalagree Stronglv

agree

marital stat w s marriet

x 3y

5 38

w

nmarriet

x

8

y

u

otal 3x

9x


Valw et

f

Asv

mp. Sig.

(y

-sit

et

)

Pearson Chi-S

w

are .y

95(b)x

.58

Contin w itv

Correction(a) .x

3 x .

8

Likelihoot

Ratio .y

93 x .588

isher's Exactu

est

Linear-bv

-Linear

Association.

y

9y

x

.589

N of Valit

Casesx

Inference:



marital status and the opinion of the respondents towards Overall satisfaction of mobile

advertisement.


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41

Table 4.2.6:

Occupation Vs overall satisfaction of mobile advertisement:

H0: There lies no significant association between occupation and the opinion of the


H1: There lies a significant association between occupation and the opinion of the


verall satisfaction of mobile

a

vertisement

otalagree Strongl

agree

occ

pation st

ent

5 3

b

sinessmen

3

3

govtemplo

ee

Private emplo

ee

8

others

otal 3

9


Val e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are

.859(a)

.

Likelihoo

Ratio

.

.

Linear-b

-Linear

Association.

.93

N of Vali

Cases

Inference:

The calculated P-value (0.001) is lesser than the significant level of 0.05 and thusHo is rejected. Hence it is concluded that there lies a significant association between

occupation and the opinion of the respondents towards Overall satisfaction of mobile

advertisement.


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42

Table 4.2.7:

Income Vs overall satisfaction of mobile advertisement:

H0: There lies no significant association between income and the opinion of the respondents


H1: There lies a significant association between income and the opinion of the respondents


verall satisfaction of mobile a

vertisement

otalagree Strongl

agree

income below

8 5

8

-

5

5

5

-

j

otal 3

9


Valk

el

f

Asm

mp. Sig.

(n

-sil

el

)

Pearson Chi-So

k aren

.n n n

(a)n

.3n

9

Likelihool

Ration

. 59n

.3

Linear-bm

-Linear

Association .35

.n

5

N of Valil

Cases

Inference:



income and the opinion of the respondents towards Overall satisfaction of mobile

advertisement.


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43

Table 4.2.8:

Educational qualification Vs Overall satisfaction of mobile advertisement:

H0: There lies no significant association between educational qualification and the opinion of

the respondents towards overall satisfaction of mobile advertisement.

H1: There lies a significant association between educational qualification and the opinion of


verall satisfaction of mobile

a

vertisement

otalagree Strongl

agree

e

cation

alificationschooling 3 8

gra

ation 3

z {

post-gra

ation

|

{ {

3{

professional 3|

3

othersz

8 {

otal 3 }

9 | |


Val~

e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

~ are

.

35(a)

.

Likelihoo

Ratio

.

.

Linear-b

-Linear

Association

.

3

.

89

N of Vali

Cases

Inference:



educational qualification and the opinion of the respondents towards Overall satisfaction of

mobile advertisement.


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44

Table 4.2.9:

Gender Vs Overall satisfaction of mobile advertisement:





verall satisfaction of mobile a

vertisement

otalagree Strongl

agree

gen

er male

5

female

9

otal 3

9


Val e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are .

3(b) .

Contin it

Correction(a).

.

83

Likelihoo

Ratio .

8

.598

isher's Exact

est

Linear-b

-Linear

Association.

.

3

N of Vali

Cases

Inference:



gender and the opinion of the respondents towards Overall satisfaction of mobile

advertisement.


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45

Table 4.2.10:

Educational qualification Vs Mobile advertisement features of the product:


the respondents towards features of the product in the advertisement are true.



eat res of pro

ct

otalne tral agree Strongl

agree

e

cation

alificationschooling

8 3

gra

ation 5

post-gra

ation

8 3

professional

3 3

others

otal 9 35 5


Val

e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are

3.-

33(a) 8 .

3

Likelihoo

Ratio

5.

5

8 .

Linear-b

-Linear

Association.

-

.-

N of Vali

Cases

Inference:


Ho is rejected. Hence it is concluded that there lies a significant association between

educational qualification and the opinion of the respondents towards features of the product

in the advertisement are true.


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46

Table 4.2.11:

Educational qualification Vs Mobile advertisement vital role of purchase

decision:


the respondents towards mobile advertisement in making a purchase decision.



Pla

s vital role p rchase

ecision

otal


agree

e

cation

alification

schooling

3

8

gra

ation

8

8

post-gra

ation

3

professional

3

3

others

otal

5


Val

e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are

.

3

(a)

.

Likelihoo

Ratio 3 .539

.

Linear-b

-Linear

Association.

.8

9

N of Vali

Cases

Inference:



educational qualification and the opinion of the respondents towards mobile advertisement in



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47

Table 4.2.12:

Educational qualification Vs Mobile advertisement supplements personal

needs:


the respondents towards mobile advertising supplements personal needs.



S pplement personal nee

s

otal


agree

e

cation

alification

schooling

8 3

gra

ation

5

3

post-gra

ation

8

3

professional

3 3

others

8

otal

5

3


Val e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are

.

9

(a)

.

Likelihoo

Ratio

8.

.

5

Linear-b

-Linear

Association.33

.5

5

N of Vali

Cases

Inference:



educational qualification and the opinion of the respondents towards mobile advertising

supplements personal needs.


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48

Table 4.2.13:

Educational qualification Vs Mobile advertisement willingness to receive

message:


the respondents towards mobile advertisement willingness to receive the message.



Willingness to receive message

otalne tral agree Strongl

agree

e

cation

alification

schooling

8 3

gra

ation 5 3

post-gra

ation

3

professional

3

3

others

8

otal

3


Val

e

f

As

mp. Sig.

(

-si

e

)

Pearson Chi-S

are 9.

98(a) 8 .

3

Likelihoo

Ratio

5.8

8 .

Linear-b

-Linear

Association.

9 .598

N of Vali

Cases

Inference:



educational qualification and the opinion of the respondents towards willingness to receive

the message.


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49

ONE WAY ANOVA

Table 4.3.1:


H0: There lies no significant variation between the income and the opinion of the

respondents towards mobile advertisement in making a purchase decision.

H1: There lies a significant variation between the income and the opinion of the respondents


Calculated Value: 0. 003 significant levels: 0.05

S m of

S

ares

f Mean S

are Sig.

Between ro ps

. 3

.

5

.33 .

3

Within ro ps 9

.

9

9

.95

otal

.9

99

Inference:

As the calculated p-value (0.003) is lesser than the significant level of 0.05

H0 is rejected. Hence it is concluded that there lies significant variation between the income

and the opinion of the respondents towards mobile advertisement plays a vital role while



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50

Table 4.3.2:

Gender Vs Mobile advertising is informative:

H0: There lies no significant variation between the gender and the opinion of the respondents

towards mobile advertising is informative.

H1: There lies a significant variation between the gender and the opinion of the respondents



S

m of

S

ares

f Mean S

are Sig.

Between ro ps .

38 .

38 .

.5 9

Within ro ps 55.55

98 .5

otal 55.

9

99

Inference:

As the calculated p-value (0.519) is greater than the significant level of 0.05

H0 is accepted. Hence it is concluded that there lies no significant variation between the

gender and the opinion of the respondents towards mobile advertising is informative.


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51

Table 4.3.3:

Marital status Vs Mobile advertisement vital role of purchase decision:

H0: There lies no significant variation between the marital status and the opinion of the


H1: There lies a significant variation between the marital status and the opinion of the



S m of

S

ares

f Mean S

are Sig.

Between ro ps .

58 .

58 .38 .

3

Within ro ps

3.

5

98 .

5

otal

.9

99

Inference:

As the calculated p-value (0.243) is greater than the significant level of 0.05

H0 is accepted. Hence it is concluded that there lies no significant variation between the

marital status and the opinion of the respondents towards mobile advertisement plays a vital

role while making a purchase decision.


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52

Table 4.3.4:

Income Vs Mobile advertisement features of the product:

H0: There lies no significant variation between the income and the opinion of the respondent

towards mobile advertisement features of the product in the advertisement are true.

H1: There lies a significant variation between the income and the opinion of the respondents

towards mobile advertisement features of the product in the advertisement are true.


S

m of

S

ares

f Mean S

are

Sig.

Between ro ps .889

.9

.

33 . 3

Within ro ps

.

9

.

3

otal

.9

99

Inference:

As the calculated p-value (0.113) is greater than the significant level of 0.05 H0

is accepted. Hence it is concluded that there lies no significant variation between the income

and the opinion of the respondents towards features of the product in the advertisement are

true.


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53

Table 4.3.5:


needs:

H0: There lies no significant variation between the educational qualification and the opinion

of the respondents towards mobile advertising supplements personal needs.

H1: There lies a significant variation between the educational qualification and the opinion of



S

m of

S

ares

f Mean S

are Sig.

Between ro ps

.

99

3.

5

. 95 .

Within ro ps

8.

9 95 .

otal 8

.59

99

Inference:

As the calculated p-value (0.004) is lesser than the significant level of 0.05

H0 is rejected. Hence it is concluded that there lies significant variation between the

educational qualification and the opinion of the respondents towards mobile advertising

supplements personal needs.


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54

FINDINGS

Demographic findings:

1) 53% of the respondents are in the age group of between 19-25 years.

2) 74% of the respondents are males.

3) 42% of the respondents are graduates.

4) 62% of the respondents are unmarried.

5) 68% of the respondents are in the income range of below10000.

6) 47% of the respondents are students.

Findings based on simple percentage analysis:

7) 55% of the respondents strongly agree that the mobile advertisement is informative.

8) 45% of the respondents strongly agree that mobile advertisement supplement personal

needs.

9) 43% of the respondents strongly agree that mobile advertisement information about

products.

10) 44% of the respondents strongly agree that the mobile advertisement vital role of

purchase decision.

11) 39% of the respondents strongly agree that the mobile advertisement recall of sale.

12) 47% of the respondents strongly agree that mobile advertisement no loss of privacy.

13) 57% of the respondents strongly agree that the mobile advertisement will not cause

confusion.

14) 42% of the respondents strongly agree that mobile advertisement willingness to receive

message.


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55

15) 56% of the respondents strongly agree that the mobile advertisement features of the

product.

16) 63% of the respondents strongly agree that mobile advertisement tend to intrude in my

personal space.

17) 56% of the respondents strongly agree that the reading advertisement is not time

consuming.

18) 36% of the respondents strongly agree that the mobile advertisement message reaches us

right time.

19) 61% of the respondents strongly agree that the junk advertisements are deleted.

20) 45% of the respondents agree that the mobile advertisement recall brand advertisement.

21) 47% of the respondents agree that the mobile advertisement recall of product or service.

22) 59% of the respondents strongly agree that the mobile advertisement results in better

product for the public.

23) 59% of the respondents strongly agree that the mobile advertisement cause disturbance at

work.

24) 50% of the respondents agree that the mobile advertisement link between interest and

message.

25) 69% of the respondents agree that the overall satisfaction of mobile advertisement.

Findings based on chi-square:


26) There lies no significant association between income and the opinion of the respondents



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56

Gender Vs Mobile advertisement supplements personal needs:

27) There lies no significant association between gender and the opinion of the respondents


Age Vs Overall satisfaction of mobile advertisement:

28) There lies no significant association between age and the opinion of the respondents


Gender Vs Overall satisfaction of mobile advertisement:



Marital status Vs Overall satisfaction of mobile advertisement:

30) There lies no significant association between marital status and the opinion of the


Occupation Vs Overall satisfaction of mobile advertisement :

31) There lies no significant association between occupation and the opinion of the


Income Vs Overall satisfaction of mobile advertisement :

32) There lies no significant association between income and the opinion of the respondents


Educational qualification Vs Overall satisfaction of mobile advertisement:

33) There lies no significant association between educational qualification and the opinion of



57/66

57

Gender Vs Overall satisfaction of mobile advertisement :



Educational qualification Vs Mobile advertisement features of the product:



Educational qualification Vs Mobile advertisement vital role of purchase

decision:




needs:



Educational qualification Vs Mobile advertisement willingness to receive

message:




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Findings based on one way Anova:


39) There lies no significant variation between the income and the opinion of the


Gender Vs Mobile advertising is informative:

40) There lies no significant variation between the gender and the opinion of the respondents


Marital status Vs Mobile advertisement vital role of purchase decision:

41) There lies no significant variation between the marital status and the opinion of the


Income Vs Mobile advertisement features of the product:

42) There lies no significant variation between the income and the opinion of the

respondents towards features of the product in the advertisement are true.


needs:

43) There lies no significant variation between the educational qualification and the opinion

of the respondents towards mobile advertising supplements personal needs.


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59

SUGGESTIONS

1) Proper awareness should be given towards utilizing the mobile advertising.

2) The organization should replace the traditional model of advertising with

mobile advertising.

3) Proper schemes should be introduced by the net service providers to other this

to the company at a lower or penetrative cost.

4) Care should be taken that junk advertisements should be truncated.

5) Care should be taken by the net service providers to install proper security

measures in order to ensure higher degree of privacy.


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60

CONCLUSION

This study has been conducted from the mobile users. The data was collected using

questionnaire method from 100 respondents selected by convenient sampling method. The

information was analyzed using various statistical tools.

From the above study it can be concluded that majority of the respondents are gaining

better knowledge about the innovative products. Usage of mobile advertising method

effectively the company can reach their new products to the consumers easily and in a faster

manner.


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BIBLIOGRAPHY

REFERENCES:


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APPENDIX


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WEBSITES

y WWW.ALLBUSINESS.COM

y WWW.SCRIBD.COM

y

WWW.MMAGLOBAL.COMy WWW.BUSINESSDICTIONARY.COM

y WWW.MARKETPLACE-SIMULATION.COM


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A STUDY ON THE FACTORS GOVERNING CUSTOMER

SATISFACTION TOWARDS MOBILE ADVERTISING WITH

SPECIAL REFERENCE TO TRICHY CITY

QUESTIONNAIRE

DEMOGRAPHIC:

. en er

Male emale

. Age of response

Below 8 9- 5 -3 3 -35

Above35

3. Marital stat s

Marrie nmarrie

. E cational alification

Schoolings ra ation Post-gra ation

Professional others

5. cc pation

St ent b sinessmen govt emplo ee


65/66


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16 A vertising res lt in betterpro cts for the p blic

17 A vertisement riving ca seist rbance at work.

18 here is a link between interestan message.

19 verall satisfaction of mobilea vertisement abo t mobilea vertisement

Over Sandy 1

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