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-toperson) 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. .

OBJECTIVE
1) To study the consumer perception towards mobile marketing in Ludhiana and jalandhar 2) 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, selfemployee) 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 HYPOTHESIS 1) H0 ] Gender have no effect on consumer perception towards mobile marketing .
2)

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

3)

4)

H0 Awareness have no effect on consumer perception towards mobile marketing. H0 frequency of receiving message have no effect on consumer perception towards mobile marketing. H0 Type of message have no effect on consumer perception towards mobile marketing. H0 Bank offering message have no effect on consumer perception towards mobile marketing. H0 Reliability of the mobile marketing have no effect on consumer perception towards mobile marketing.

5)

6)

7)

8)

ALTERNATIVE HYPOTHESIS

1)

H1 Gender have effect on consumer perception towards mobile marketing . H1 age have marketing effect on consumer perception towards mobile effect on consumer perception towards on consumer perception towards

2)

3)

H1 Occupation have mobile marketing.

4)

H1 Awareness have effect mobile marketing.

5)

H1 frequency of receiving message have effect on consumer perception towards mobile marketing. H1 Type of message have effect on consumer perception towards mobile marketing. H1 Bank offering message have effect on consumer perception towards mobile marketing. H1 Reliability of the mobile marketing have effect on consumer perception towards mobile marketing.

6)

7)

8)

T-TEST /TESTVAL=0 /MISSING=ANALYSIS /VARIABLES=gender /CRITERIA=CI(.9500).

One-Sample Statistics N gender of the respondend 88 Mean 1.32 Std. Deviation .468 Std. Error Mean .050

T-Test
One-Sample Test Test Value = 0 95% Interval Mean t gender of the respondend 26.398 Df 87 Sig. (2-tailed) .000 Difference 1.318 Difference Lower 1.22 Upper 1.42 Confidence of the

Interpretation

Gender have no effect on consumer H1 – Gender have effect on consumer perception towards mobile marketing perception towards mobile marketing
H0-

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 awareness about mobile marketing 89 Mean 1.26 Std. Deviation .440 Std. Error Mean .047

One-Sample Test One-Sample Test Test Value = 0 95% Confidence Interval of the Difference t awareness about mobile marketing 26.966 df 88 Sig. (2-tailed) .000 Mean Difference 1.258 Lower 1.17 Upper 1.35

awareness have no effect on consumer H1 – awareness have effect on consumer perception towards mobile marketing perception towards mobile marketing
H0-

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 attitude message One-Sample Test Test Value = 0 95% Confidence Interval of the Difference T attitude towards bank 27.780 Df 88 Sig. (2-tailed) .000 Mean Difference Lower 1.213 1.13 Upper 1.30 towards bank offering 89 Mean 1.21 Std. Deviation .412 Std. Error Mean .044

offering message

bank offering message have no effect on H1 – bank offering message have effect on consumer perception towards mobile consumer perception towards mobile marketing marketing
H0-

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 Between Groups Within Groups Total 20.471 369.574 390.045 df 3 85 88 Mean Square 6.824 4.348 F 1.569 Sig. .203

Interpretation:
Null hypothesis Alternate hypothesis

H0-type of message have no effect on H1- type of message have

effect on consumer perception towards mobile consumer perception towards mobile marketing 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 Between Groups Within Groups Total 11.942 377.512 389.455 df 4 83 87 Mean Square 2.986 4.548 F .656 Sig. .624

Interpretation:
Null hypothesis H0-reliability of message have no effect Alternate hypothesis 1)
H1 Reliability of the mobile marketing have effect on consumer perception
-

on C.p

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 Between Groups Within Groups Total 1.124 388.921 390.045 df 2 86 88 Mean Square .562 4.522 F .124 Sig. .883

Interpretation:
Null hypothesis H0Alternate hypothesis

frequency of receiving message H1- frequency of receiving message have no effect on consumer have effect on consumer perception towards mobile perception towards mobile marketing 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 Between Groups Within Groups Total .602 389.443 390.045 df 3 85 88 Mean Square .201 4.582 F .044 Sig. .988

Interpretation:
Null hypothesis 1) H0Alternate hypothesis 9) H1- Occupation

Occupation have no effect on consumer perception towards 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 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 Between Groups Within Groups Total 6.550 383.495 390.045 df 2 86 88 Mean Square 3.275 4.459 F .734 Sig. .483

Interpretation:
Null hypothesis H0Alternate hypothesis

age have no effect on consumer H1- age have perception towards mobile perception marketing marketing

effect on consumer towards mobile

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 -797 http://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. 124-138 http://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. 493-503 http://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 3) What is your occupation Student professional self-employed home maker 40 – 50

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, 2some what satisfy ,3- satisfed,4-some what dissatisfied 5-strongly dissatisfy) 1 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 2 3 4

……………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… …

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