International Journal in Management & Social Science
Year : 2016, Volume : 4, Issue : 6
First page : ( 24) Last page : ( 36)
Online ISSN : 2321-1784.

A study on awareness and perception of mobile marketing among youngsters

Dr. Girija K., M. Com., M. Phil., M. Ed., M.B.A., Ph. D

Online published on 8 August, 2018.

Abstract

Mobile phone has been ‘one of the most noticeable social changes to happen over the last ten years’. Certainly, use of mobile phones has risen rapidly with improvements in handheld technology and reception, and with convergence of video, data and audio services within the one device. After high penetration of the internet, mobile broadband subscription rate also increased dramatically. So this study tries to know the awareness and perception of youngsters about the mobile marketing. This study has conducted in Tiruchengode with 100 respondents. The main objective of this study is to know the youngsters’ experiences and attitudes towards mobile marketing communications, and to find whether age and occupation affect the youngsters’ attitudes towards mobile marketing. Percentage analysis, weighted average rank method and chi-square test are used for analyzing the data. The major finding of this study is SMS is the most influencing factor of mobile marketing and most of respondents are thought mobile marketing is useful to them. This study suggest that majority of the young customers overall awareness level towards mobile marketing is very low. And this study is also proves that SMS, game mobile marketing, mobile web marketing and app based marketing are the most influencing factor of mobile marketing. So the mobile marketing companies try to concentrate in this areas then it will reach the young consumer easily.

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Keywords

Mobile Marketing, Influencing Factors of Mobile Marketing, Youngsters Awareness and Perception about Mobile marketing.

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