Summer Internship Project Report

On
A study on antecedents affecting consumer attitudes towards mobile
marketing.

Submitted to GTU
Institute Code: 807

Institute Name: SAL Institute of Management

Under the Guidance of

Name of Faculty: Asst. Prof. Ani mesh Banker
In partial fulfilment of the requirement of the award of the degree of

Master of Business Administration (MBA)

Offered by
Gujarat Technological University
Ahmadabad

Prepared by:
Name of Student: Yadav Riya Mahesh Kumar
Enrolment No: 208070592092
MBA (Semester – II)
June 2020
 Student’s Declaration

I here by declare that the Summer Internship Project Report titled “A study
on antecedents affecting consumer attitudes towards mobile marketing” is a
result of my own work and my indebtedness to other work publications,
references, if any, have been duly acknowledged. If I am found guilty of
copying from any other report or published information and showing as my
original work, or extending plagiarism limit, I understand that I shall be
liable and punishable by the university, which may include Failing me in
examination or any other punishment that university may deem fit.

Enrolment no. Name Signature

208070592092 Yadav Riya Mahesh Kumar

Place: ………. Date: …………

 Date:

“This is to Certify that this Summer Internship Project Report Titled

“…………………………………………………………………………………………
…………………………….” is the Bonafede work
of____________________________ (____________), who has carried out his / her
project under my supervision. I also certify further, that to the best of my knowledge
the work reported herein does not form part of any other project report or dissertation
on the basis of which a degree or award was conferred on an earlier occasion on this or
any other candidate. I have also checked the plagiarism extent of this report which
is ……… % and it is below the prescribed limit of 30%. The separate plagiarism
report in the form of html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: ______

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)
(By Faculty Guide)

Signature of the Faculty Guide/s

(Asst. prof. Ani mesh Banker)

Signature of Principal/Director with Stamp of Institute

(Rd. Viral Bhatt)
 PREFACE

The successful completion of this project was a good experience for me because interacting with various
people, I gained better knowledge about mobile marketing. The experience which I gained during SIP period
was essential at this stage. This project is being submitted which content detailed analysis of research under
taken by me. The research provides an opportunity to the student to devote our skill s, knowledge and
competencies required during technical session.

To the emphasis on practical aspect management education of “SAL INSTITUTE OF

MANAGEMENT” along with “GUJARAT TECHNOLOGICAL UNIVERSITY” with a mordent system of practical
training required for student as integral part of MBA.
 ACKNOWLEDGEMENT

I am extremely grateful to DR. VIRAL BHATT, director of SAL Institute of Management for leading me
and helping me in solving problems throughout SIP. I would also thankful to my guide ASSIT.ANIMESH
BANKER for helping me throughout in SIP.

In this internship period, I realized that the importance of people who helped and supported to us. Every
study requires a guidance of someone who is working in that filed. I would like to thank SAL Institute of
Management for giving me an opportunity to learn and pursue my Summer Internship in Mobile marketing.

I am also thankful to Mr. ANIMESH BANKER who contributed his valuable time and give us insight
knowledge during the internship and also give guidance regarding project. Without his guidance and help it
would be impossible for me to complete project.
 Table of content
Sr. No Chapters No. Of Pages
Part 1
Cover Page & Title Page 1
Student Declaration 2
College Certificate 3
Preface
Acknowledgement

Part 2
1. Introduction of Mobile marketing

 Meaning mobile marketing

 Current Scenario

 Opportunity of the marketer

 Types of mobile marketing

 Scope of the study

 Pros of mobile marketing

 Cons of mobile marketing

 Vision and Mission
2. Literature review
3. Research Process/Methodology
 Research Design
 Objective of the study
 Limitation of the study
4 Data analysis and interpretation
5 Findings
6 Suggestion
7 Conclusion
8 Bibliography
 CHAPTER: -1

INTRODUCTION TO MOBILE MARKETING

 What is mobile marketing ?

Mobile marketing is a multi-channel online marketing technique focused at reaching a specific

audience on their smartphones, feature phones, tablets, or any other related devices through websites,
email, SMS and mms, social media, or mobile applications. Mobile marketing is an important piece
of the puzzle when it comes to building out any short-term or long-term marketing plan. From email,
to pay-per-click (PPC), search engine optimization (SEO), content marketing, and social media
marketing, there is a mobile marketing channel to reach every part of your audience where they are
most comfortable. Mobile marketing to be effective, you need to curate a cohesive experience that
customer expect-and that can be a real challenge as you work to acquire, engage, and retain users
across a variety of platforms.

Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile marketing
can also be defined as “the use of the mobile medium as a means of marketing communication,” the
“distribution of any kind of promotional or advertising messages to customer through wireless
networks”. More specific definition is the following “using 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”.

Owing to organizations and individuals in general seeking to conduct business in as little time and
with as little efforts as possible, they have adopted modern means of communication in conducting
many of their businesses. Workers of the marketing field are constantly seeking to utilize modern
technologies in communication, buying, selling, promoting and other marketing activities in order to
reach their specific marketing goals. Among these technologies are mobile phones, with their use in
marketing and executing marketing activities being branded as mobile marketing. Mobile marketing
has provided new opportunities for companies and workers in the field of marketing to communicate
with the target audience in an effective manner, as it represents an interactive means for promotions
and sales that establishes and promotes a positive attitude towards the company, its products and its
services, in addition to sustaining a long-term relationship with the target market.

CURRENT SCENARIO

Mobile phones have become an integral part of today’s life. But while most
of us are only acquainted with this from the consumer or user’s point of few, there’s a deeper
revolution brewing. Devices and apps might be the stars of this revolution, and rightly so as they
have ‘enabled’ this sea change in our lives. But in the longer run, the mobile industry can expect to
go the same way as the pc industry-when the tools are so commonplace that no one gives them a
second glance, but it’s how we work using these tools that remain a constant reminder of how tech
changes lives.

OPPORTUNITY FOR THE MARKETER

The disposable incomes of Indian youth are rising fast. Indian youth are
becoming decision makers at an early age. Indian youth are becoming influencers for their family
and friends. Combine these, and what you get is a fantastic opportunity for marketer-reach out to the
youth and not only have you made contact with today’s decision makers, but tomorrow’s high net
worth influencers. But add in one more fact to this-Indian youth (like their peers the word over)
simply love their mobile phones- and it becomes clear how important mobile marketing is.

TYPES OF MOBILE MARKETING

 1. SMS MARKETING
- Marketing through cell phone’ SMS (Short message service) became increasingly popular 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. On average, SMS message are read within four
minutes, making them highly convertible.
- Over the past few years SMS marketing 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).
-Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the
consumer. SMS initially received negative media coverage in many parts of Europe for being a new
form of spam as some advertisers purchased lists and sent unsolicited content to consumer’s phones;
however, as guidelines are put in place by the mobile operators, SMS has become the most popular
branch of the mobile marketing.
- Over the past few years mobile short codes have been increasingly popular as a new channel to
communicate to the mobile consumer. Brands have begun to treat the mobile short code, but sending
text messages to an email address is another methodology. Short codes are 5- or 6-digit numbers that
have been assigned by all the mobile operators in a given country for the use of brand campaign and
other consumer services.
-One key criterion for provisioning is that the consumer opts in to the service. The mobile operators
demand a double opt in from the consumer and the ability for the consumer to opt out of the service
at any time by sending the word STOP via SMS. These guidelines are established in an MMA
Consumer best practices guidelines which are followed by all mobile marketers in the United States.
In Canada opt in will be mandatory once the Fighting internet and wireless spam act comes in force
in mid-2012.

2. 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 colour 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 mobile networks to mobile subscribers. In some networks,
brands are also able to sponsor messages that are sent P2P (person-to-person).Good examples of
mobile-originated MMS marketing campaigns are 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.
 3. Push Notifications
They were later further popularized with the Android operational system, where the
notifications are shown on the top of the screen. It has helped application owners to
communicate directly with their end users in a simple and effective way. If not used wisely it
can quickly alienate users as it causes interruptions to their current activities on the phone. It
can be much cheaper if compared to SMS Marketing for the long run, but it can become quite
expensive on the short run, because the cost involved in application development. Once the
application is downloading and installed provided the feature is not turned off It is practically
free, because it uses internet bandwidth only. SMS and Push Notifications can be part of a
well-developed Inbound Mobile Marketing Strategy.

4. In-Game Mobile Marketing

There are essentially four major trends in mobile gaming right now: interactive real-time 3D
games, massive multi-player games and social networking games. This means a trend
towards more complex and more sophisticated, richer game play. On the other side, there are
the so-called casual games, i.e., games that are very simple and very easy to play. Brands are
now delivering promotional messages within mobile games or sponsoring entire games to
drive consumer engagement.

5. Mobile Web Marketing

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, SMS reseller and advertisers are also available. Additionally, web forms
on web pages can be used to integrate with mobile texting sources for reminders about
meetings, seminars and other important events that assume users are not always at their
computers

6. Problem Area

However, mobile marketing has still many challenges to overcome, the first one being people’s
reception of it. For instance, we are bombarded with marketing messages at home, on the Internet
and basically everywhere we go. Because of this constant presence in our lives, many people have a
negative attitude towards advertising. Thus, marketers’ attempt to reach consumers on their mobile
phones might very well be regarded as intrusive. There are already so many concerns with regard to
privacy and trust in the online environment that perhaps some people do not want to worry about
these matters in the mobile world as well: “Digital technology enables the preservation of the
minutia of our everyday comings and goings, of our likes and dislikes, of who we are and what we
own. It is ever more possible to create an electronic collage that covers much of a person’s life” In
addition, fear of spamming can also be a major concern. Thus, addressing these issues and providing
convincing solutions is of utter necessity and importance in order to gain consumer acceptance of
mobile marketing.
Furthermore, should mobile marketing be readily accepted by people, another challenge would be
marketing to them at a very personal and geographically relevant level so as to ensure response and
consequently success. Latest solutions in the form of location-based marketing, mobile augmented
reality and mobile apps have been provided in order to market at a personal and geographically
relevant level and to create value for the consumer.
However, there may be a problem with people actually understanding these methods or the reason
why they received a particular ad message. To sum up, it can be said that there is excitement and
hype surrounding mobile marketing but also legitimate criticism which could be a possible
explanation for Hopkins and Turner’s statement, “you’d be surprised how many people talk about
mobile marketing but don’t actively use mobile market.

7. Problem Formulation

Thus, although mobile marketing has been touted as the next big thing, just as social media
marketing before it, there is still plenty of unknown territory to be explored when it comes to the
everyday consumer’s perception and acceptance of it. Its novelty may help it get noticed but will not
necessarily guarantee good times, especially considering it still has certain challenges to overcome.
Scope of the study

The ‘Mobile Marketing Overview’ section elaborates global & domestic market state of
mobile marketing. It is accompanied by a plethora of qualitative and statistical information
regarding the state of mobile marketing in countries. The domestic overview section consists
of information regarding market of mobile marketing and mobile advertising amongst others.
The section discusses regarding the various mobile marketing elements, mobile marketing
ecosystem and framework. The section ends with elaboration on mobile marketing benefits
and value chain.
It is followed by ‘Drivers & Challenges’ section elaborating the major furtherance &
impediments for mobile marketing in India. Both the ‘drivers’ and ’challenges’ are equally
stressed upon to provide clear idea regarding the probable obstacles and rewards in the line of
business and help vendors take necessary measures. Demand for mobile contents from
consumers is escalating in India. Youth from both urban and rural areas are comfortable with
mobile technology, accelerating mobile revolution in the country. With domestic mobile
manufacturers offering more smart phones at affordable price, the popularity and usage will
further increase in the coming years.
The report continues with ‘Market Opportunity’ section where potential verticals for mobile
marketing in India are elaborated. In the section, specific verticals have been highlighted with
information regarding each of their market state and opportunity areas for mobile marketing.
The section also consists of information regarding specific opportunity areas relevant to
mobile marketing.

In the ‘Mobile Marketing Player Profiles’ section, the key mobile marketing service
providers are profiled. It provides information such as corporate & business highlights
covering operational & recent information regarding each company’s contact information,
location, key product and service offerings and key contacts. It also provides financial
performance for a period of time including revenue and profit, key ratios, financial summary
and key financial performance indicators. Key business segment and key geographic segment
for each player are provided as well to provide further clear idea regarding the companies
Mobile marketing is about engaging an audience not on a third party's website/app/property,
but on your own property.

1. Pros of Mobile Marketing

 Instant results
Users always carry their mobile phones with them. Most of the time, the user has his
mobile phone on as well, which means, he or she receives the message at the very
moment it is sent. Even if it is in standby mode, the message is received as soon as
the user turns on his mobile device. Hence, mobile marketing techniques are always
almost instant.
 Easy to work with
Drawing out content for mobile devices, whether it is text, images or video, is simpler
and less expensive as compared with the same for desktops or laptops.
The mobile medium also makes easier to issue promotions and marketing incentive
services to the user. Further, the user can keep the virtual information with him and
carry it around till the time he needs to use it.
 Convenient to use
Since the screen size of a mobile phone is small, it limits the scope of content that can
be displayed. This makes it convenient for the creators of the content, who can keep it
basic and simple. Also, simpler content will adapt itself better to various mobile
platforms.

 Direct marketing
The mobile platform interacts directly with users on their mobile phones. This allows
for personalized interaction to a large extent. Using this benefit, marketers can even
start a direct dialogue with the user, getting instant feedback via SMS.

 Tracking user response

User response can be tracked almost instantaneously. This helps the mobile marketer
better understand and analyze user behavior, thus improving their own standards of
service.
  Huge viral potential
Since mobile content can be easily shared among users, mobile marketing can have
huge viral benefits. Users invariably share good information and offers with their
friends and family, so companies get a lot more exposure with no extra effort.

 Mass communication made easy

Since a lot more people own mobile phones than desktops or laptops, mobile
marketing helps the marketer reach a far wider and diverse audience, especially in the
more remote regions of the world. Mobile marketing also gives the entrepreneur the
advantage of geo-location and sending location-specific messages to users, using GPS
and Bluetooth technology.

 Niche not highly concentrated

Mobile marketing is still only being explored, so the niche is still comfortable for any
new marketer. This means that he stands a better chance of success with his mobile
marketing efforts.

 Micro blogging benefits

Mobile users are increasingly using micro blogging platforms like Twitter from their
mobile phones. This micro blogging feature can be very highly beneficial to the
marketer.

 Mobile payment
The latest mobile payment facility is very convenient for the users today. Here, users
are offered a secure online payment environment, which works via advanced mobile
Web systems. This means that the user does not need to cough up physical currency
each time he wants to make a mobile purchase or pay a bill online.

2. Cons of Mobile Marketing

• Platforms too diverse

Mobile devices do not have any particular standard, as compared to PCs and laptops.
Mobile phones come in many shapes and sizes, so screen size is never constant.
Besides, mobile platforms vastly differ from each other, using different OS’ and
browsers. Hence creating one campaign for all of them can get difficult.

• Privacy issues
 Mobile marketers need to understand and respect the fact that users would like their
privacy online. So, they should only indulge in promotional activity if they have the
user’s permission for it.

• Navigation on a mobile phone

The mobile phone usually comes with a small screen and no mouse. This means that
navigation on a mobile phone may get difficult for the user, even if it has a touch
screen. In such a case, most ads may go untouched, as the user may find it too tedious
to look in detail through each one of them.

VISION:-
To provide ultimate shopping experience through Web. Mobile. Social. TV by research,
strategic consulting services and development of bespoke products and solutions.

MISSION:-
To establish a global presence and set industry benchmark for digital shopping by:

• Adopting best process, quality and ethical standards.

• Using our experience and expertise to enhance value to stakeholders’ money and time.
• Implementing continuous improvement in work standard to provide maximum
customer satisfaction.
• Developing technological proficiencies.
https://www.google.com/search?
q=mobile+marketing+structure&sxsrf=AOaemvIPHV2TWo1BMHLSQgxhj-
yIA4iSdw:1635176611001&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjPqKzI8-
XzAhX_8XMBHa1OCpgQ_AUoAXoECAEQAw&biw=1517&bih=694&dpr=0.9
 CHAPTER 2
LITERATURE REVIEW:-

(BAUER, 2005)

According to the author Hans H. Bauer in his research “driving consumer acceptance of
mobile marketing” states that with increasing mobile phones users and the high-speed
wireless technology a large number of companies investing in mobile marketing is increasing
day by day. This research studies the factors on how customers accept mobile phones as a
means of communication for promotional messages. This study has hypotheses which include
determinants referring to consumer personality and referring to form of advertising.
Hypothesis such as the more positive the attitude toward mobile marketing the higher the
behavioral intention to adopt mobile marketing and the more positive the subjective
perception of social norms concerning the adoption of mobile marketing the higher the
behavioral intention to adopt mobile marketing. This hypothesis is empirically tested by using
a linear structural equation model. The empirical results that entertainment value and
information value is the strongest acceptance of mobile phone for advertising or promotional
communication. (Hans’. Bauer, 2005)

( (Henry et al., HAYES ET AL ZENG ET AL, 2002,2010,2009)

The term 3G is one of the latest broadband mobile communication systems that uses internet
and variety of multimedia communications (Bao, 2010). Zeng et al., (2009) explains the
benefits of 3G by stating that; 3G enabled better data and voice transfer rate, and it is
providing various different services like web browsing, video conferencing, e-commerce
applications (Video, voice communication, online media, Mobile TV and etc.) and
personalized information services.

Large variety of 3G mobile services transformed mobile devices from traditional

voice phones to entertaining, life and business media (Yang, 2010). When we
compare surfing on the internet via computer with via 3G there is some advantages of
3G can be seen like without time and place limitations, which are becoming an
opportunity for mobile commerce to go further (Zeng et al., 2009). And if special
services can be introduced to people, it can accelerate the improvement of mobile
commerce.
These days Wi-Fi is becoming more and more popular way to connect to the internet,
people are taking advantage of connecting to internet without wires in hotels, at the
university campus, in the office, and
 Wi-Fi is becoming synonymous with WLANs (wireless local area networks) allowing
access to the internet (Hayes et al., 2009). Currently Wi-Fi is available through wide
range of mobile devices as default function Wi-Fi hotspots are providing free internet
access to everyone who is carrying a device with Wi-Fi function.

(BECKER ET AL, DICKINGER ET AL,TSANG ET AL,LEE ET AL, 2004,2010,2007,2005)

 Location based services are tried to be produced by many marketers; the main value
proposition is the location (Becker et al., 2010). However, location is not the main
goal it is an instrument that empowering the services like mapping, advertising and
search to be more valuable.
 Location-based services are very beneficial for local advertising campaigns: for
example, consumer may receive short message about the nearest restaurant or bus
station with directions (Dischinger et al., 2004). Location-based advertising utilizes
the location by using individual consumers to target consumer in particular location
(Tsang et al., 2004). Location based advertising is time sensitive in a way that
advertisement can be sent to signed up client when this client pass through a certain
point of purchase (Dischinger et al., 2004). By tracking mobile devices technical

1
 address it is possible to detect local position of the user in the environment of mobile
commerce (Lee et al., 2007). As an example, Telia (Swedish company), one of the
biggest telecommunication companies in Europe, applied real-time SMS game by
using mobile devices position to allow users to interact with each other while playing
(Dischinger et al., 2005).

Contextual marketing is also possible with location-based marketing. Example

for contextual marketing, information or coupon about a specific product can
be sent to consumer via mobile device while consumer is in the department
store to buy specific product (Lee et al., 2007)

(GORTEN ET AL,LEEK ET AL, 2009,2001,)

According to Groton et al., (2009): “Bluetooth is a radio interface for short-range

connections between electronic devices”. If Bluetooth is enabled, any user with a
mobile device can download rich content like graphics, video, sound, wallpaper, text,
and software (Leek et al., 2009). Interaction within mobile devices is possible via
Bluetooth; mobile devices can connect to other mobile devices with Bluetooth if it is
in range (Groton et al., 2001).
(BECKER ET AL, 2010,2009)

 The proximity path is the use of Bluetooth to interact with consumers which is called
proximity marketing, or the local delivery of the content to mobile devices (Becker et
al., 2010). The Bluetooth path is the usage of Bluetooth on mobile devices as a
communication channel. Bluetooth technology provides a powerful opportunity for
marketers to use location specific areas to reach consumers with rich content, and it is
also cheaper and less complex than SMS (Short message service) and MMS
(Multimedia message service) (Leek et al., 2009).
 Blue casting is the use of Bluetooth for mobile marketing purposes (Becker et al.,
2010). According to Becker et al., Bluetooth marketing can be explained as the
placement of Bluetooth access point in any public place like airport, train station or
any live event, and when consumer walks by this device and the Bluetooth is enabled
 on mobile device access point request automatically request interaction with mobile
device. If user accepts the request Bluetooth access point sends rich content like
game, ringtone sound, picture or any other form of content to user’s phone.
(LIU ET AL,HO ET AL,, 2010)

 Mobile applications are available for mobile devices like enterprise digital assistants,
mobile phones and personal digital assistants (PDA). Latest advances in mobile
technology let mobile phones to have big memories, convenient internet connections
and faster processers (Liu et al., 2010).
 Lately mobile application market improved dramatically, number of content
providers, application developers and advertisers increased which improved the
mobile services and or functions (Ho et al., 2010). Example for large mobile
application platforms are Google Android Market, Microsoft Windows Market,
BlackBerry Application World, Nokia Ova and Ova Store etc.
 “Mobile communication follows the development trend of internet, users can link
with mobile software stores through internet, and download all kinds of applications,
which has provided human beings with more diversified information application
forms, and gradually changed people's living habits and operation mode. It is
indicated by research reports that growth rate of global smart phone in 2010 is as high
as 78.1%, showing that smart phone gradually becomes the mainstream in mobile
phone market. Smart phone has the function of installing applications, provides users
with more diversified mobile value-added services and will change the use habits in
the future” (Ho et al., 2010).

(TAYLOR ET AL,DICKINGER ET AL,OKAZAKI, 2004,2005,2008)

 Personal nature of the mobile phones accelerated the usage rate of SMS and MMS in
many parts of the world as a marketing channel (Taylor et al., 2008). Even though
MMS is used less than SMS, rapid growth in mobile technology will increase the rate
of usage of music, videos, sounds and visuals in near future SMS marketing can
provide advantages like lower cost than other media channels, since the main expanse
is buying mobile phone numbers (Dischinger et al., 2004). According to Dischinger et
al., (2004) there are several different types of text messaging applications exists
 which are; information services, mobile couponing, mobile CRM (customer
relationship management), branding, entertainment and product launches.
 Mobile couponing is one type of specific promotion tool which integrates classic
couponing with mobile communications (Rehmeyer et al., 2005). “Advertising funded
information services include news, weather, traffic, market rates, horoscopes, or songs
just played on the radio” User may pay little or nothing for this kind of services and
information. Companies are changing their focus from mass marketing
media to more targeted personal media and replacing them with more personalized
media (LePenism et al., 2008). CRM is supported by text messages by allowing
registered consumers to receive newsletters, special discounts, prizes and coupons
(Dischinger et al., 2004).

 According to Dischinger et al., 2004 mobile marketing is such a tool that enables
branding. Walla, one of the world’s leading cosmetic companies, with special
campaign they sent SMS messages to registered consumers with a kiss and consumers
positive feelings about this campaign resulted in word of mouth by forwarding
messages to friends. Entertainment included marketing activities are capable of
increasing the customer loyalty and add value.

(TAYLOR ET AL, DICKINGER ET AL,WEHMEYER ET AL, , 2004,2008,2005)

 Personal nature of the mobile phones accelerated the usage rate of SMS and MMS in
many parts of the world as a marketing channel (Taylor et al., 2008). Even though
MMS is used less than SMS, rapid growth in mobile technology will increase the rate
of usage of music, videos, sounds and visuals in near future SMS marketing can
provide advantages like lower cost than other media channels, since the main expanse
is buying mobile phone numbers (Dischinger et al., 2004). According to Dischinger et
al., (2004) there are several different types of text messaging applications exists
which are; information services, mobile couponing, mobile CRM (customer
relationship management), branding, entertainment and product launches.
 Mobile couponing is one type of specific promotion tool which integrates classic
couponing with mobile communications (Rehmeyer et al., 2005). “Advertising funded
information services include news, weather, traffic, market rates, horoscopes, or songs
just played on the radio” User may pay little or nothing for this kind of services and
information. Companies are changing their focus from mass marketing
media to more targeted personal media and replacing them with more personalized
media (LePenism et al., 2008). CRM is supported by text messages by allowing
 registered consumers to receive newsletters, special discounts, prizes and coupons
(Dischinger et al., 2004).

 According to Dischinger et al., 2004 mobile marketing is such a tool that enables
branding. Walla, one of the world’s leading cosmetic companies, with special
campaign they sent SMS messages to registered consumers with a kiss and consumers
positive feelings about this campaign resulted in word of mouth by forwarding
messages to friends. Entertainment included marketing activities are capable of
increasing the customer loyalty and add value.

Factors That Affecting Consumer Attitudes

 This part of the study will present current theories and models in the relevant literature
to discuss different variables that playing a role in consumer’s attitude toward mobile
marketing.
(XU, 2007)

Personalization and Content

 According to Xu, 2007 by personalizing the mobile advertising message consumer
attitude can be improved. There is a direct correlation between content (Informative,
irritation, credibility and entertaining variables of the content), of mobile marketing
and personalization with consumer’s overall attitude.
(LEE ET AL,DICKINGER ET AL,XU,, 2003,2004,2007)

 Mobile commerce holds a great potential for personalization, because of the nature of
mobile devices they provide personal information of users (Lee et al., 2003).
Personalized advertising improves the experience for companies and consumers
(Dischinger et al., 2004). By allowing mobile advertising providers to collect data
about demographics and location of the consumers, personalization improves the
quality of mobile commerce and turns it into important medium (Xu, 2007). The
impact of the message can be increased by personalizing the message. Success of the
target marketing is based on well-structured and maintained databases.
 (AL, 2005)
 Marketers are gaining the advantage of personalization of the message and collecting
consumer feedback and their choices, this is improving customer relation by enabling
companies to communicate with them in very individual way (Hahira et al., 2005).
Personalization of the message is not only making consumer more favorable about the
 mobile advertising; it is also improving the consumer attitude by turning unfavorable
attitude to favorable attitude.

 (XU H. E., 2007,2004,2005)

 There are several researchers argue the importance of content in mobile
marketing According to Xu, 2007 personalization, entertainment and in formativeness
are the attributes of content that have positive effect on overall attitude, but irritation
has negative impact on overall attitude.
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 Attributes of the content is defined by Hahira et al., 2005 as entertainment, in

formativeness, credibility and irritation. According to LePenism et al., 2004 content
of the message is crucial in all type of advertising and it is also valid in mobile
advertising. In order to communicate properly and efficiently with consumers,
underlying factors of mobile advertising must be identified. Information and
entertainment are found to be the most important acceptance attributes of mobile
marketing.

(HAGHIRIAN ET AL, 2004,2005)

 Customer loyalty can be increased with entertainment services, furthermore extra

value can also be created for costumers (Hahira et al., 2005). Informative and
entertaining messages with creativity is holding potential to generate positive attitude
toward mobile marketing activity among consumers.
 Entertainment of the mobile advertising message is highly important. According to
Tsang et al., 2004 Entertainment is the most important attribute of the content that
has an impact on overall attitude. Loyalty of the consumer can be increased with
entertainment services and extra value for the customer can also be created with
entertainment services. Research conducted by Tsang et al., 2004 found that
entertainment is the major attribute that affects consumer attitude toward mobile
advertising.

(LUTZ ET AL, 1989)

Advertisement credibility is defined by Lutz et al., 1989 as how consumers perceive the
brand is truthful and believable, which mentioned in the advertising. Credibility of
the advertisement should be considered as an important variable when determining
the attitude toward advertisement; in addition to that attitude towards advertisement

and mood should be ignored when considering the impact of them on attitude toward
advertisement. There are no academic findings about the impact of the credibility
that delivered to mobile devices.

(DAVIS,SOROAKOUARY ET AL, 2010,1989)

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Several different researchers found that there is a powerful relation with user behavior
and perceived usefulness and perceived ease-of-use Perceived ease-of-use and
perceived usefulness are important variables when considering consumer adoption
process of technologies. From different perspectives, perceived ease-of-use and
perceived usefulness are significantly influential on consumer’s decision to adopt
information technology (Davis, 1989). Theoretical model of Soroa-Koury et al.,
(2010) shown in Figure below.

FIGURE: Theoretical model.

Individuals’ acceptance is explained by Davis, 1989 with Technology acceptance model, and
main drivers of this model are perceived usefulness and perceived ease-of-use. Perceived
usefulness and perceived ease of use are examined by Four-Hour et al., 2010 as predictors of
attitude towards mobile advertising.
(DAVIS, 1989)
Perceived usefulness is defined by Davis, 1989 as "The degree to which a person
believes that using a particular system would enhance his or her job performance."
(p.319-339) There is a positive correlation between perceived usefulness of mobile
commerce and consumer satisfaction in mobile commerce.

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(DAVIS, 1989)
Perceived ease-of-use is the evaluation of the user of how easy for him or her to interact
with technology or particular information system. Perceived ease of use, in contrast,
refers to "the degree to which a person believes that using a particular system would
be free of effort". It is also claimed by Davis, 1989 easier applications have bigger
potential to be accepted by users.

CHAPTER-3
RESEARCH PROCESS/METHODOLOGY

RESEARCH OBJECTIVE: -
- There has been an honest attempt to:

 To check the awareness of the mobile marketing on consumers.

 To know the preference of people towards mobile marketing on consumers.
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 To find out popular features of mobile in mobile advertising.

 To find out consumers readiness towards mobile marketing.
 To study various types of messages, size by mobile marketing.
 To study of attitude of consumers about mobile marketing.

RESEARCH DESIGN: -

“A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure.” (Research methodology)

Nature of research
It is a Quantitative study to understand the consumer’s attitude towards mobile
marketing and its impact on consumers in services sector in Oman.

Type of research
It is a descriptive research design. Descriptive Research design includes conducting
survey and finding facts of various types. In this method the researcher has no

control over the variables. (Research methodology)

Sampling Design
Sampling is a method of collecting information about the entire population by
studying only a part of it.

Sampling: Process of obtaining information about an entire population by examining

only a part of it. (Research methodology)

Sampling Technique: Non-Probability – Convenience Sampling. Sample

Size: 157 respondents

Data Collection Method(s)

Sources of data: Primary and Secondary.

Data collection Instruments: The data for this research is collected through Survey
Method – Questionnaires.

OBJECTIVE OF THE STUDY: -

1.To study the attitude towards mobile marketing among students, business, job and home
maker.

2. To compare the attitude towards mobile marketing between male and female.

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3. To study the impact of mobile marketing messages on the buying intention of the
consumer.

LIMITATION OF THE STUDY: -

There are various factors that affect the attitude of consumers towards mobile marketing
but in this we have limited it to gender, job, house makers and business.

CHAPTER: - 4
DATA ANALYSIS AND INTERPRETATION: -

RESPONDENTS PROFILE: -

TABLE 1 GENDER

Frequency Percent Valid Cumulative

Percent Percent
MALE 125 79.6 79.6 79.6
FEMAL
Valid 32 20.4 20.4 100.0
E
Total 157 100.0 100.0

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INTERPRETATION

In this analysis there are male users who are using in mobile marketing
as compared to female out of 100% the male stood with 79.6% and
female stood with 20.4%.

AGE
Frequency Percent Valid Cumulative
Percent Percent
15-25 86 54.8 54.8 54.8
26-36 50 31.8 31.8 86.6
Valid 37 YEARS
21 13.4 13.4 100.0
ABOVE
Total 157 100.0 100.0
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INTERPRETATION: - The above pie chart depicts that among all the
different type of age the majority of the age group is lying between 15-
25. Which consist of more users with 54.8% which is highest whereas,
the age group between above 13.4% which are less users of mobile
marketing and the age group between 31.8% of the users.

M.S

Frequency Percent Valid Cumulative

Percent Percent
Valid MARRIED 71 45.2 45.2 45.2
UNMARRI 86 54.8 54.8 100.0
ED
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Total 157 100.0 100.0

INTERPRETATION: - There is the pie chart out of 157 respondents in

which married list is of 45.2% and unmarried list is 54.8%.

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OCCUPATION

Frequency Percent Valid Cumulative

Percent Percent
BUSINESS 28 17.8 17.8 17.8
JOB 67 42.7 42.7 60.5
HOME
8 5.1 5.1 65.6
Valid MAKER
STUDENT 48 30.6 30.6 96.2
OTHERS 6 3.8 3.8 100.0
Total 157 100.0 100.0

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INTERPRETATION: -Above the pie chart, there are 157 respondents in which business are
17.8%,
Job is 42.7% and home maker are 5.1% and students are 30.6% and others are 3.8% this is
the total respondents of the data.

EDUCATION

Frequency Percent Valid Percent Cumulative

Percent

GRADUATE 66 42.0 42.0 42.0

UNDER GRADUATE 26 16.6 16.6 58.6

Valid POST GRADUATE 48 30.6 30.6 89.2

OTHERS 17 10.8 10.8 100.0

Total 157 100.0 100.0

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INTERPRETATION: - In the above pie chart there are 157 respondents in which there are
different data in which, graduate is 42%, Under graduate are 16.6% post graduate are 30.6%
and others are 10.8 this is the total data list of education.

INCOME
Frequency Percent Valid Cumulative
Percent Percent
Valid LESS THAN
58 36.9 36.9 36.9
20000
20001 TO 50000 51 32.5 32.5 69.4
50001 TO 100000 24 15.3 15.3 84.7

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MORE THAN
24 15.3 15.3 100.0
100000
Total 157 100.0 100.0

INTERPRETATION: - In the above information there are 157 respondents in which less
than 20000 are 36.9%, in which 20001-50000 are 32.5% and 50001 to 100000 are 15.5% and
more than 100000 are 15.3%.

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GENDER * USEMOBILE MARKETING

Crosstabulation
Count
USEMOBILE Total
MARKETING
YES NO
MALE 107 18 125
GENDE
FEMAL
R 27 5 32
E
Total 134 23 157

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INTERPRETATION:

 Out of the 125 responses in which Male respondents are 107 which are using
mobile marketing, and 18 males are not using the mobile marketing. And out
of 32 females’ respondents 27 females are using the mobile marketing and 5
are not using the mobile marketing.

GENDER * HEAR ABOUT MOBILE MARKETING Crosstabulation

Count
HEAR ABOUT MOBILE MARKETING Total
SOCIAL GOOGL FRIENDS/ OTHER
MEDIA E FAMILY S
MALE 32 28 54 11 125
GENDE
FEMAL
R 19 3 9 1 32
E
Total 51 31 63 12 157

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INI

 Out of 125 male respondents 32 had heard about mobile marketing from
social media, 28 from google and 54 from friends and family and 11 are from
others. And also, out of 32 female respondents 19 heard from social media, 3
from google and 9 from friends and family and 1 from others.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Variance

EASEUSE 157 1.00 4.00 1.4586 .72049 .519

DISCOUNT VOUCHERS &
157 1.00 5.00 1.8153 .82292 .677
OFFERS
EMAIL 157 1.00 5.00 1.8981 .93497 .874
KEEP UP-TO-DATE 157 1.00 4.00 1.7580 .85785 .736
Valid N (listwise) 157

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1 to 1.8 highly dissatisfied

1.81 to 2.6 dissatisfied
2.61 to 3.4 neutral
4.21 o 4.20 satisfied
4.21 to 5 highly satisfied‘
 Mean value is 1.45 it means people are highly dissatisfied.
 Mean value is 1.81 it means people are dissatisfied.
 Mean value is 1.89 it mean people are dissatisfied.
 Mean value is 1.75 it mean people are highly dissatisfied.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Variance

BUYING DECISION 157 1.00 5.00 1.5669 .87173 .760

BUYING INTENTION 157 1.00 re5.00 1.9236 .90964 .827
PERSONAL MESSAGES 157 1.00 5.00 1.9618 .79167 .627
CELEBRITY
157 1.00 5.00 2.0191 .93006 .865
ENDORSEMENT
ADVERTISING TOOL 157 1.00 5.00 1.7516 .87454 .765
Valid N (listwise) 157

1 to 1.8 highly dissatisfied

1.81 to 2.6 dissatisfied
2.61 to 3.4 neutral
4.22 o 4.20 satisfied
4.21 to 5 highly satisfied‘
 Mean value is 1.56 it means people are highly dissatisfied.
 Mean value is 1.92 it means people are dissatisfied.
 Mean value is 1.96 it means people are dissatisfied.
 Mean value is 2.01 it means people are dissatisfied.
 Mean value is 1.75 it means people are dissatisfied.

Descriptive Statistics
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N Minimum Maximum Mean Std. Deviation Variance

1-5 TIMES PER WEEK 157 1.00 5.00 1.9108 1.17329 1.377
6-10 TIMES PER WEEK 157 1.00 5.00 2.0764 1.08923 1.186
MORETHAN 10 TIMES PER
157 1.00 5.00 2.2484 1.26924 1.611
WEEK
NEVER 157 1.00 5.00 3.6115 1.38049 1.906
Valid N (listwise) 157

1 to 1.8 highly dissatisfied

1.81 to 2.6 dissatisfied
2.61 to 3.4 neutral
4.23 o 4.20 satisfied
4.21 to 5 highly satisfied‘
 Mean value is 1.91 it means people are dissatisfied.
 Mean value is 2.07 it means people are dissatisfied.
 Mean value is 2.24 it means people are dissatisfied
 Mean value is 3.61 it means people are neutral.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Variance

FRIENDS AND
157 1.00 5.00 1.4459 .74589 .556
RELATIVES MM
MOTIVESMM 157 1.00 5.00 1.8790 .81924 .671
PROVIDING REAL
157 1.00 22.00 2.0955 1.87351 3.510
INFORMATION
TRUST 157 1.00 33.00 2.3248 2.64385 6.990
Valid N (listwise) 157

1 to 1.8 highly dissatisfied

1.81 to 2.6 dissatisfied
2.61 to 3.4 neutral
4.24 o 4.20 satisfied
4.21 to 5 highly satisfied‘
 Mean value is 1.44 it means people are highly dissatisfied.
 Mean value is 1.87 it means people are dissatisfied.
 Mean value is 2.09 it means people are neutral.

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 Mean value is 2.32 it means people are dissatisfied.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Variance

READ IT RIGHT AWAY 157 1.00 5.00 1.5159 .90302 .815

READ IT WHEN YOU GET
157 1.00 5.00 1.8726 .86028 .740
TIME
READ IT AFTER
ACCUMULATING TOO 157 1.00 5.00 1.9745 .99324 .987
MANY
READ IT OCCASIONALLY 157 1.00 5.00 2.1975 .98345 .967
IGNORE IT COMPLETELY 157 1.00 5.00 3.6624 1.39392 1.943
Valid N (listwise) 157

1 to 1.8 highly dissatisfied

1.81 to 2.6 dissatisfied
2.61 to 3.4 neutral
4.25 o 4.20 satisfied
4.21 to 5 highly satisfied
 Mean value is 1.51 it means people are highly dissatisfied.
 Mean value is 1.87 it means people are dissatisfied.
 Mean value is 1.97 it means people are dissatisfied.
 Mean value is 2.19 it means people are dissatisfied.
 Mean value is 3.66 it means people are neutral.

CHAPTER: -5
FINDINGS

Following are the finding a researcher got from the research work.

 On the basis of survey of 157 response it is found that 79.6% response are
male and 20.4% response are female.

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 Out of 157 response 54.8% response to 15-25 years of the following the
31.8% belongs to 26-36 years and 13.4% belongs to 37 years above.

 Out of the 157 responses are 45.2% are married and 54.8% are unmarried.

 Out of the 157 responses are 17.8% are business and 42.7% are job and 5.1%
are home maker and 30.6% are student and 3.8% are others.

 Out of the 157 responses are 42% are graduate and 16.6% are under graduate
and 30.6% are post graduate and 10.8% are others.

 Out of the 157 responses are 36.9% are less than 20000 and 32.5% are 20001
to 50000 and 15.3% are 50001 to 100000 and 15.3% are more than 100000.

 Out of the 125 responses in which Male respondents are 107 which are using
mobile marketing, and 18 males are not using the mobile marketing. And out
of 32 females’ respondents 27 females are using the mobile marketing and 5
are not using the mobile marketing.

 Out of 125 male respondents 32 had heard about mobile marketing from
social media, 28 from google and 54 from friends and family and 11 are from
others. And also, out of 32 female respondents 19 heard from social media, 3
from google and 9 from friends and family and 1 from others.

CHAPTER: 6

SUGGESTION

FOLLOWING ARE THE SUGGESTION AND RECOMMENDATION ON

THE BASES OF SURVEY AND ANALYSIS:

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 It is advisable for business to adopt mobile marketing as respondents feel

mobile marketing the easiest way of communication between companies and
the customer.

 Majority use mobile devices and hence mobile marketing messages would be
an excellent medium to reach the potential customers.

 From the study we conclude that mobile marketing messages sent to the
customers attracts them towards the offers or discount vouchers. This can be
used as a medium to attract customers when there is a launch product or new
features introduced into an existing service.

 Marketing messages sent to the receiver attracts them towards the offers and
discount vouchers.

 Further research can be done on why there is an influence or have an impact

on their buying intentions.

CHAPTER:7
Conclusion

 According to the findings, majority of the respondents use mobile devices and hence
mobile marketing messages would be an excellent medium to reach the potential
customers.

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 Respondents find it very useful and informative when they receive marketing
messages in form of SMS/mms on their mobile devices as the customers can be kept
updated on the latest offers and discounts.
 The study indicates that mobile marketing is vital for any business.
 Respondents find mobile marketing the easiest way of communication between
companies and the customer. Very few believe that it not the easiest way.
 The study shows that there is a positive attitude on receiving mobile marketing
messages.
 Acceptance of mobile marketing would be more when the marketing messages
relevant and are sent to the receiver at suitable timing.
 The sample population prefers mobile marketing messages and is favourable and
comfortable with it.
 The study also concludes that a message sent to the receiver attracts them towards the
offers or discounts.
 The study also concludes that after receiving marketing message respondents have
been attracted but and has an influence or have an impact on their buying intentions.

CHAPTER:8

Bibliography

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hans.H.bauer, s. R. (2005). Driving Consumer Acceptance Of Mobile Marketing: A Theoretical

Framework And Empirical Study. Journal of Electronic Commerce Research .

harpsocial. (n.d.). types of mobile marketing. Retrieved feb 12, 2013, from harpsocial.com:
http://harpsocial.com/2010/03/get-your-business-moving-9-types-of-mobile-marketing/

Ian Phau, M. T. Young consumers’ motives for using SMS and perceptions towards SMS advertising.

Kaan Varnali , A. e. (2012). Mobile marketing research: The-state-of-the-art. International Journal

of Information Management , 144-151.

learnmarketing. (n.d.). Brand strategy. Retrieved march 1, 2013, from learnmarketing.com:

http://www.learnmarketing.net/branding.htm

Melody M. Tsang, S.-C. H.-P. Consumer Attitudes Toward Mobile Advertising:An Empirical Study.

papimedia. (n.d.). types of mobile marketing. Retrieved feburary 14, 2013, from papimedia.com:
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Philip kotler. (2010). Principles of marketing. Pearson.

Polyzos, C. V. Mobile Marketing Using A Location Based.

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Stuart J, B. E. (2004). Mobile marketing: the role of permission and acceptance. International Journal
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wikipedia . (n.d.). wikipedia . Retrieved feb 12, 2013,

from wikipedia : http://en.wikipedia.org/wiki/Mobile_marketing

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Xu, D. J. (2006/2007). “ The influence of personalization in affecting consumer attitudes towards mobile
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BECKER ET AL, DICKINGER ET AL,TSANG ET AL,LEE ET AL. (2004,2010,2007,2005). LOCATION BASED SERVICE.

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HAGHIRIAN ET AL, T. E. (2004,2005).

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TAYLOR ET AL, DICKINGER ET AL,WEHMEYER ET AL, . (2004,2008,2005).

TAYLOR ET AL,DICKINGER ET AL,OKAZAKI. (2004,2005,2008).

TAYLOR, D. (2008,2004,2005).

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advertising in china. The Journal of computer information sysytem , 9.

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Questionnaire:-
Project report on “ A study on antecedents affecting consumer attitudes towards mobile marketing”. I am a
student of sal institute of management at Gujarat technology university (GTU) Ahmedabad for conducting
survey as a part of my summer internship program. I will be very much thankful if you can spare 5 minutes
from your valuable time to fill my questionnaire which will be helpful for the study of partial fulfillment of my
work.

1. Name:

2. Gender
● Male ()
● Female ()

3. Age
15- 25 years ()
26-36 years ()
37 years above ()

1. Marital Status
 Married ()
 Unmarried ()

2. Occupation
 Student ()
 Business ()
 Job ()
 Home maker ()
 Other ()

3. Higher Education
● Graduate ()
● Under graduate ()
● Post Graduate ()
● Other ()

4. Monthly Income
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 Less than 20000 ()

 20001 to 50000 ()
 50001 to 100000 ()
 More than 100000 ()
 8. Do you use a mobile marketing?
 Yes ()
 No ()
 9. How did you hear about mobile marketing?
 Social media ()
 Friends /family ()
 Google ()
 Others ()

State how much do you agree or disagree with the following statement (1= Strongly
disagree, 5= strongly agree)

1. Aspects of our mobile marketing?

Statement Strongly Disagree Neutral Agree Strongly
disagree agree

Ease of use

Would you happy to receive text from companies for

discount vouchers and offer.

Would you prefer companies to contact you on your

mobile phone rather than email.

Mobile marketing always provides the information

you need.

Mobile marketing always can help you keep up to date

about product or services.

3. Promotion
Statement Strongly Disagree Neutral Agree Strongly
disagree agree

Advertisement affects my buying decision.

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social media marketing affecting my buying intention.

Personal messages (e-mail, discount message) affect

your buying intention.

Celebrity endorsement will affect my buying

intention.

You think it is inevitable that mobile phones will

become an advertising tool in the future.

4. Which factor influencing of mobile marketing?

Statement Strongly Disagree Neutral Agree Strongly
disagree agree

Trust

Privacy

Shopping style

Location based marketing

Risk

5.Mobile marketing usage

Statement Strongly Agree Neutral Disagree Strongly

agree disagree
1-5 times per
week

6-10 times per

week

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More than 10
times per
week

Never

6. Word of mouth
Statement Strongly Disagree Neutral Agree Strongly
disagree agree

I find that information given by friends and relatives

about mobile marketing.

Many of my friends are motives me to using a mobile

marketing.

I trust what my friends and relatives say about mobile

marketing providing real information.

Would you trust in a mobile marketing of someone

with whom you share interest?

7.After receiving a mobile marketing notification?

Statement Strongly Disagree Neutral Agree Strongly
disagree agree

Read it right away.

Read it when you get time.

Read it after accumulating too many.

Read it occasionally.

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Ignore it completely.

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