research on consumer perception towards mobile marketing.

TERM PAPER

CONSUMER PERCEPTION TOWARD MOBILE MARKETING

DATE 17/05/2010

SUBMITTED TO

MR.AMIT LAL

SUBMITTED BY

IRFAN 10900856

DEEPAK KUMAR 10901075

RAMNIWASH 10903356

RAJEEV KUMAR JHA 10900919

INTRODUCTION

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

Mobile marketing via SMS

Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers

who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases to third parties.

Mobile marketing via MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person).

A good example of MMS mobile originated Motorola's ongoing campaigns at House of Blues venues where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their images online.

Mobile web marketing

Google and Yahoo! as displayed on mobile phones

Advertising on web pages specifically meant for access by mobile devices is also an option. The Mobile Marketing Association provides a set of guidelines and standards that give the recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo, and other major mobile content providers have been selling advertising placement on their properties for years already as of the time of this writing. Advertising networks focused on mobile properties and advertisers are also available.

REVIEW OF LITERATURE:_

Gemma Roach (2009) studied consumer perceptions of mobile phone marketing . and comes to concluded that consumer's perceptions of two of the three innovation attributes tested (relative advantage and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their mobile phone. However, a slightly weaker relationship between a consumer's level of involvement with their mobile phone and their adoption of mobile phone marketing was found. Sylvie Laforet(2008) The aim of this study is to investigate the market status for online/mobile banking in China. With the recent and forecasted high growth of Chinese electronic banking. The results showed Chinese online and mobile bank users were predominantly males, not necessarily young and highly educated, in contrast with the electronic bank users in the West. The issue of security was found to be the most important factor that motivated Chinese consumer adoption of online banking. Main barriers to online banking were the perception of risks, computer and technological skills and Chinese traditional cash-carry banking culture. The barriers to mobile banking adoption were lack of awareness and understanding of the benefits provided by mobile banking Tommi Laukkanen (2007) explore and compare customer value perceptions in internet and mobile banking. The purpose especially is to compare customer perceived value and value creation between internet and mobile bill paying service. And the results indicate that customer value perceptions in banking actions differ between internet and mobile channels. The findings suggest that efficiency, convenience and safety are salient in determining the differences in customer value perceptions between internet and mobile banking .Teemu Kautonen et al(2007)The purpose of his paper is to provide a three-country comparison of personal and institutionally based trust as factors affecting consumers' willingness to participate in permission-based mobile marketing. And his finding shows that the main factor affecting the consumers' decision to participate in mobile marketing is the company's media presence, which is a significant factor in all three countries. .

OBJECTIVE1) To study the consumer perception towards mobile marketing in Ludhiana and

jalandhar2) To analyse the growth of particular sector (banking) by mobile marketing

3) Open new vistas for new research.

RESEARCH METHADOLOGY

The study-The study was descriptive in nature with survey method being used to complete the study because this research is the most commonly used and the basic reason for carrying out descriptive research is to identify the effect of mobile marketing . Descriptive research is also called Statistical Research. The main goal of

this type of research is to describe the data and characteristics about what is being studied. Here we are also going to find out the characteristics and impact of mobile marketing on the consumer learning.

Sample design

Population:- population include all the mobile user (student,professional, self-employee) of Ludhiana and jalandher

Sample element:-individual responded where the sample element

Sample technique :- convenience sampling technique were use to select the responded which is on the basis of non probability sampling

Sample size :- our sample size is 89 responded because we have both time as well as cost constraint.

Tool for data collection :- Self designed questionnaire was used for identification of underline factor responsible for consumer perception towards mobile marketing.

Toll for data analysis:-SPSS software would be used for data analysis

HYPOTHESIS

NULL HYPOTHESIS1) H0 ] Gender have no effect on consumer perception towards mobile

marketing .2) H0 age have no effect on consumer perception towards mobile

marketing3) H0 Occupation have no effect on consumer perception towards

mobile marketing.4) H0 Awareness have no effect on consumer perception towards

mobile marketing.

5) H0 frequency of receiving message have no effect on consumer perception towards mobile marketing.

6) H0 Type of message have no effect on consumer perception towards mobile marketing.

7) H0 Bank offering message have no effect on consumer perception towards mobile marketing.

8) H0 Reliability of the mobile marketing have no effect on consumer perception towards mobile marketing.

ALTERNATIVE HYPOTHESIS

1) H1 Gender have effect on consumer perception towards mobile marketing .

2) H1 age have effect on consumer perception towards mobile marketing

3) H1 Occupation have effect on consumer perception towards mobile marketing.

4) H1 Awareness have effect on consumer perception towards mobile marketing.

5) H1 frequency of receiving message have effect on consumer perception towards mobile marketing.

6) H1 Type of message have effect on consumer perception towards mobile marketing.

7) H1 Bank offering message have effect on consumer perception towards mobile marketing.

8) H1 Reliability of the mobile marketing have effect on consumer perception towards mobile marketing.

T-TEST  /TESTVAL=0  /MISSING=ANALYSIS  /VARIABLES=gender

  /CRITERIA=CI(.9500).

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

gender of the respondend 88 1.32 .468 .050

T-Test

One-Sample Test

Test Value = 0

t Df Sig. (2-tailed)

Mean

Difference

95% Confidence

Interval of the

Difference

Lower Upper

gender of the respondend 26.398 87 .000 1.318 1.22 1.42

Interpretation

H0- Gender have no effect on consumer perception towards mobile marketing

H1 – Gender have effect on consumer perception towards mobile marketing

Interpretation:Here we are going to analyses the effect of gender on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that gender have effect on it.

T-TEST  /TESTVAL=0  /MISSING=ANALYSIS  /VARIABLES=awareness

  /CRITERIA=CI(.9500).

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

awareness about mobile marketing 89 1.26 .440 .047

One-Sample Test

One-Sample Test

Test Value = 0

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

awareness about mobile

marketing26.966 88 .000 1.258 1.17 1.35

H0- awareness have no effect on consumer perception towards mobile marketing

H1 – awareness have effect on consumer perception towards mobile marketing

Interpretation:Here we are going to analyses the effect of awareness on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that awareness have effect on it.

T-TEST  /TESTVAL=0  /MISSING=ANALYSIS  /VARIABLES=offermessage

  /CRITERIA=CI(.9500).

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

attitude towards bank offering

message89 1.21 .412 .044

One-Sample Test

Test Value = 0

T Df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

attitude towards bank

offering message27.780 88 .000 1.213 1.13 1.30

H0- bank offering message have no effect on consumer perception towards mobile marketing

H1 – bank offering message have effect on consumer perception towards mobile marketing

Interpretation:Here we are going to analyses the effect of bank offering message on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that bank offering message have effect on it.

ANOVA

Consumer perception

Sum of Squares df Mean Square F Sig.

Between Groups 20.471 3 6.824 1.569 .203

Within Groups 369.574 85 4.348

Total 390.045 88

Interpretation:

Null hypothesis Alternate hypothesis

H0-type of message have no effect on consumer perception towards mobile marketing

H1- type of message have effect on consumer perception towards mobile marketing

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of types of message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.203 > 0.05).there for the null hypothesis will be rejected .hence, type of message have effect on consumer perception towards mobile marketing

ANOVA

Consumer perception

Sum of Squares df Mean Square F Sig.

Between Groups 11.942 4 2.986 .656 .624

Within Groups 377.512 83 4.548

Total 389.455 87

Interpretation:Null hypothesis Alternate hypothesis

H0-reliability of message have no effect on C.p

1) - H1 Reliability of the mobile marketing

have effect on consumer perception

towards mobile marketing.

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of reliability of message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.624 > 0.05).there for the null hypothesis will be rejected .so, Reliability of the mobile marketing have effect on consumer perception towards mobile marketing

ANOVA

Cp

Sum of Squares df Mean Square F Sig.

Between Groups 1.124 2 .562 .124 .883

Within Groups 388.921 86 4.522

Total 390.045 88

Interpretation:Null hypothesis Alternate hypothesis

H0- frequency of receiving message have no effect on consumer perception towards mobile marketing

H1- frequency of receiving message have effect on consumer perception towards mobile marketing

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of frequency of receiving marketing message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.883 > 0.05).there for the null hypothesis will be rejected, so we can say that frequency of receiving message have effect on consumer perception towards mobile marketing

ANOVA

Cp

Sum of Squares df Mean Square F Sig.

Between Groups .602 3 .201 .044 .988

Within Groups 389.443 85 4.582

Total 390.045 88

Interpretation:

Null hypothesis Alternate hypothesis

1) H0- Occupation have no effect on consumer perception towards mobile marketing.

9) H1- Occupation have effect on consumer perception towards mobile marketing.

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of types of message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.203 > 0.05).there for the null hypothesis will be rejected ,it means Occupation have effect on consumer perception towards mobile marketing

ANOVA

Cp

Sum of Squares df Mean Square F Sig.

Between Groups 6.550 2 3.275 .734 .483

Within Groups 383.495 86 4.459

Total 390.045 88

Interpretation:Null hypothesis Alternate hypothesis

H0- age have no effect on consumer perception towards mobile marketing

H1- age have effect on consumer perception towards mobile marketing

As per our null hypothesis and as per our alternate hypothesis, we

applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of age group on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.483 > 0.05).there for the null hypothesis will be REJECTED so age have effect on consumer perception towards mobile marketing

Findings of research

In the last I came to conclusion that:

Here we are going to analyses the effect of gender on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that gender have effect on it.

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of types of message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.203 > 0.05).there for the null hypothesis will be accepted .hence, type of message have no effect on consumer perception towards mobile marketing

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of reliability of message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than

the alpha value(0.624 > 0.05).there for the null hypothesis will be accepted .so, Reliability of the mobile marketing have no effect on consumer perception towards mobile marketing

Here we are going to analyses the effect of awareness on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that awareness have effect on it.

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

Here we are going to analyses the effect of awareness on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that awareness have effect on it.

On applying ONE WAY ANOVA for checking effect of frequency of receiving marketing message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.883 > 0.05).there for the null hypothesis will be rejected, so we can say that frequency of receiving message have effect on consumer perception towards mobile marketing

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of types of

message on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.203 > 0.05).there for the null hypothesis will be rejected ,it means Occupation have effect on consumer perception towards mobile marketing

As per our null hypothesis and as per our alternate hypothesis, we applied our hypothesis formulation which came out with the following results:

On applying ONE WAY ANOVA for checking effect of age group on consumer perception towards mobile marketing , we came up with conclusion that the significance level is more than the alpha value(0.483 > 0.05).there for the null hypothesis will be accepted so age have no effect on consumer perception towards mobile marketing.

Here we are going to analyses the effect of bank offering message on consumer perception towards mobile marketing. After applying t-test on the respondent we lead with result that our null hypothesis is rejected because the calculated value of t- test is less then default value means (significance is less than 0.05) that bank offering message have effect on it.

REFERENCE

1) Laukkanen Tommi, Internet vs mobile banking: comparing customer value perceptions, business process managementbn journal Volume 13 ISSUE 6 PAGE 788 -797http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=A327CD64B3863134E19F57AC43F531CC?contentType=Article&contentId=1637493

2) Kautonen Teemu et al (2007)Permission-based mobile marketing and sources of trust in selected European markets VOLUME 9 ISSUE 2 PAGE NO.104-123

http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=1636502

3)Roach Gemma(2009)

Consumer perceptions of mobile phone marketing: a direct marketing innovation, volume 2 issue 3 page no. 124-138http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=A327CD64B3863134E19F57AC43F531CC?contentType=Article&contentId=1793781

4)Amin Hanudin (2008) Factors affecting the intentions of customers in Malaysia to use mobile phone credit cards Research management News , volume 31 issue 7 page no. 493-503http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=A327CD64B3863134E19F57AC43F531CC?contentType=Article&contentId=1729166

5) Loforet Sylvie (2005) consumers` attitude towards online and mobile banking in China, International Journal of Bank Marketing ,volume 23 no. 5 page no 362-380

QUESTIONNAIRE

OBJECTIVE

1) To study the consumer perception towards mobile marketing

2) To analyse the growth of particular sector(banking) by mobile marketing

We are doing a brief survey in jalandher and ludhiana to find out the more about the customer perception towards mobile marketing. We would be grateful to if you could spare few minute to participate it thank you for your cooperation.

Name:-…………………………………………………………..Address:-………………………………………………………..

1) What is your gender Male female

2) What is your age group 20 – 30 30 – 40 40 – 50

3) What is your occupation

Student professional self-employed home maker

4) Are you aware about mobile marketing

Yes No

5) How often do you receive marketing SMS on your mobile phone

Frequently Once in a day once in a weak

6) Which type of message you often recive Related to banking related to outlet discount

related to NEWS

related to sports

7) Which factor among this attract you most towards mobile marketing

Easly available

Time efficient

Reliability

Other then specify

8) Rate the features of mobile marketing on following parameter- (1- highly satisfy, 2- some what satisfy ,3- satisfed,4-some what dissatisfied 5-strongly dissatisfy)

1 2 3 4 Availability

Reliability

Time efficient

Quality marketing

9) Your attitude towards banks offering message Read carefully Read carefully

Ignore the message

10) Is messages of mobile marketing reliable

Strongly agree

Somewhat agree Agree

Somewhat disagree

Strongly disagree 11) Give your opinion towards mobile marketing …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………