RESEARCH

METHODOLOGY
CIA-3B
By: - Prince chaudhary
Reg no: - 20212040
TABLE OF
CONTENTS

I RESEARCH BACKGROUND

II CONCEPTUAL FRAMEWORK

III VARIABLES IDENTIFIED

IV HYPOTHESIS FORMULATED

V METHODOLOGY

VI DATA ANALYSIS AND INTERPRETATION

 RESEARCH BACKGROUND
Mobile marketing has changed the way people interact with brands
in the last few years. Our smartphones have become indispensable
in our life, whether for shopping, leisure, or work management.

Mobile devices are one of the fastest growing marketing

communication channels, and the new generation uses a variety of
mobile devices around the world. Smartphones and tablets have
evolved into essential tools for communication, news, and
entertainment.

There are various elements that could impact this attitude

formation for adoption of mobile marketing tactics, and it is
necessary to research and infer what the primary aspects are
that could influence a customer's attitude to engage or not
participate in marketers' marketing efforts.

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RESEARCH OBJECTIVE

To find out the influence of Privacy concerns,

perceived benefits and customer personal
innovativeness on the customer attitude
formation for mobile marketing acceptance
CONCEPTUAL FRAMEWORK
The following approach was used to develop the conceptual framework of
this study. First, we conducted a review of the existing literature on mobile
marketing to identify the theoretical models used in other studies and the
factors found to be strong indicators of mobile marketing acceptance.

The wide variety of theoretical frameworks used in prior research has

produced numerous variables that seem to influence mobile marketing
acceptance.

Rather than testing all the variables we choose the TAM model as our base
and developed a list of the significant variables emerging from the
literature and then conducted a survey through a Questionnaire with a
sample of smartphone users to see if the chosen variable actually had an
impact on the acceptance of mobile marketing.

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VARIABLES IDENTIFIED
1. PRIVACY CONCERS

2. BENEFITS PERCEIVED BY THE CUSTOMERS

3. CUSTOMER INNOVATIVENESS

4. CUSTOMER ATTITUDE
 HYPOTHESIS
FORMULATED

01
Privacy Concerns does have
a significant influence on the
attitude formation of the
customers for adopting
mobile marketing
02
Perceived Benefits does have a
significant influence on the
attitude formation of the
customers for adopting mobile
marketing

personal innovativeness does

03 have a significant influence on

the attitude formation of the
customers for adopting mobile
marketing
METHODOLOGY
Method Location

Survey GHAZIBAD, INDIA

Collected Sample Duration

100 completed survey 2022 April

The survey focused on consumers’ intentions to accept innovative mobile marketing

services. The questionnaire sought information about respondents’ mobile phone usage
behavior and their perceptions of, and intention to, participate in mobile marketing.

Most of the questions were Likert scale questions that asked respondents to indicate their
level of agreement or disagreement with a series of statements on a scale of 1 to 5.
Demographic information pertaining to age and gender were also collected. The survey
instrument was developed based on a review of the literature.

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METHODOLOGY

The survey instrument was developed based on a review of the literature. We have Initially
run a correlation analysis on our data to find out the relationship between the independent
variables and the dependent variable and later on we have run a step wise regression
analysis to test our hypothesis.

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 DATA ANALYSIS
AND
INTERPRETATION
CORRELATION
ANALYSIS
 STEP WISE
REGRESSION
ANALYSIS
MAJOR FINDINGS

PERCEIVED BENEFITS AND

PRIVACY CONCERS DO HAVE
A SIGNIFICANT INFLUENCE
ON THE CUSTOMER ATTITUDE
FROMATION TOWARDS
MOBILE MARKETING
CONCLUSION
THANK YOU