Sip 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. Animesh Banker
Prepared by:
Name of Student: Yadav Riya Mahesh Kumar
Enrolment No: 208070592092
MBA (Semester – II)
Oct-2021
  Introduction
 Types of Mobile Marketing
 Literature review
Flow Of  Research methodology
presentation  Data Analysis
 Findings
 Conclusion
  Mobile marketing is marketing on or with a mobile device, such
as a smart phone. Mobile marketing can provide customers
Introduction with time and location sensitive, personalized information that
promotes goods, services and ideas.
 SMS Marketing
Push Notifications
Types of App based Marketing
Mobile In-Game mobile marketing
Marketing Mobile web marketing
 QR codes
 Publicat Author conclusion
ion year
1989 (LUTZ Advertisement credibility is defined by Lutz et al., 1989 as how
ET AL) 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.
2005 (Hahira et Marketers are gaining the advantage of personalization of the message

Literature al) 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
review 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
2005 (BAUER) 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.
 Publicati Author Conclusion
on year
2007 (XU) 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

Literature entertaining variables of the content), of mobile marketing and

personalization with consumer’s overall attitude.

review 2010 (LIU ET

AL,HO
Mobile applications are available for mobile devices like enterprise
digital assistants, mobile phones and personal digital assistants
ET AL) (PDA). Latest advances in mobile technology let mobile phones to
have big memories, convenient internet connections and faster
processers (Liu et al., 2010).
 RESEARCH OBJECTIVE: -

To identify the antecedents affecting consumer attitude towards mobile

marketing.
To measure the impact of antecedents affecting consumer attitude towards
Research mobile marketing.
To analyze the impact of demographic with antecedents of mobile marketing.
methodology  To study the impact of mobile marketing message on the buying intentions
of the consumers.
 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
 Type of research
 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.
 TABLE 1 GENDER
 

  Frequency Percent Valid Percent Cumulative

Percent
MALE 125 79.6 79.6 79.6
Valid FEMALE 32 20.4 20.4 100.0
Total 157 100.0 100.0  

Data analysis
 AGE
  Frequenc Percent Valid Percent Cumulative
y 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  
 M.S
  Frequency Percent Valid Percent Cumulative
Percent
MARRIED 71 45.2 45.2 45.2
Valid UNMARRIED 86 54.8 54.8 100.0
Total 157 100.0 100.0  
 OCCUPATION
 
  Frequency Percent Valid Percent Cumulative Percent

BUSINESS 28 17.8 17.8 17.8

JOB 67 42.7 42.7 60.5

HOME MAKER 8 5.1 5.1 65.6

Valid
STUDENT 48 30.6 30.6 96.2
OTHERS 6 3.8 3.8 100.0
Total 157 100.0 100.0  
 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

 
 INCOME
  Frequenc Percent Valid Cumulative
y Percent Percent

LESS THAN
58 36.9 36.9 36.9
20000

20001 TO 50000 51 32.5 32.5 69.4

Valid
50001 TO 100000 24 15.3 15.3 84.7

MORE THAN
24 15.3 15.3 100.0
100000
 
Total 157 100.0 100.0
  
 
 
GENDER * USEMOBILE MARKETING Crosstabulation
Count
  USEMOBILE MARKETING Total
YES NO
MALE 107 18 125
GENDER
FEMALE 27 5 32
Total 134 23 157
GENDER * HEAR ABOUT MOBILE MARKETING Crosstabulation
Count
  HEAR ABOUT MOBILE MARKETING Total
SOCIAL GOOGLE FRIENDS/ OTHERS
MEDIA FAMILY
MALE 32 28 54 11 125
GENDER
FEMALE 19 3 9 1 32
Total 51 31 63 12 157
 ANOVA

  Sum of Squares df Mean Square F Sig.

ASP Between Groups .498 1 .498 1.064 .304

One-way Within Groups 72.517 155 .468

   

ANOVA Total 73.014 156

     

PROM Between Groups .971 1 .971 2.166 .143

Within Groups 69.477 155 .448

   

Total 70.448 156

     
 ANOVA

  m of Squares df Mean Square F Sig.

MMU Between Groups 2.230 2 1.115 1.806 .168

One-way
Within Groups 95.041 154 .617
   

anova
Total 97.271 156
     

WOM Between Groups .393 2 .196 .126 .882

Within Groups 240.970 154 1.565

   

Total 241.363 156

     
 ANOVA

  Sum of Squares df Mean Square F Sig.

WOM Between Groups 2.567 4 .642 .408 .802

Within Groups 238.796 152 1.571    

Total 241.363 156      

One-way
MMN Between Groups 1.937 4 .484 1.389 .240

Within Groups 52.991 152 .349    

anova ASP
Total

Between Groups
54.928

4.559
156

4
 

1.140
 

2.530
 

.043

Within Groups 68.456 152 .450    

Total 73.014 156      

PROM Between Groups 4.238 4 1.059 2.432 .050

Within Groups 66.210 152 .436    

Total 70.448 156      

  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.

 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%

Finding 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.
  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.
 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.

Conclusion  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.