Thus, creates an avenue for the advertiser to be able to interact and communicate with consumer more easily. Therefore, researchers should be able to find the solutions to overcome the barriers regarding the consumer acceptance towards the mobile
• In 2007, introduction of Smartphones was the next major impact in mobile marketing history. Among other smartphones, launching the first iPhone was revolutionary. As consumers lifestyle were changing, advertisers try to directly transfer desktop advertisements on to mobile (Claytor 2016). • In 2014, more mobile applications were introduced which facilitated mobile advertising for the purpose of perfecting information. • In 2015, companies started presenting a variety of mobile advertising to ensure the best possible user experience.
Incentive-based advertising is a form of advertising that provided rewards to those mobile users who willing to get themselves exposed to the advertisement (Becker, 2010; Richard and Meuli, 2013). Incentive has been proved possess a pivotal role in increase the acceptance of mobile users towards mobile advertising (Richard and Meuli, 2013) since it provides specific financial rewards to individuals who agree to receive promotions and campaigns (Tsang et al., 2004). In fact, there is a general belief whereby mobile users would not easily accept mobile advertising unless there is a benefit in receiving the mobile message. Thus, incentive might be one of the factor that contribute to positive acceptance of mobile advertising (Ünal et al., 2011).
It provides a holistic view of all the dimension that influence the consumer purchase behaviour and satisfaction towards a mobile phone. The companies must work on the above dimensions and make good products that cater to the needs of the people from various demographics. The mobile phone manufacturers should focus on technical features like battery, RAM, storage, camera etc. of the devices as they are the most influential factors among the consumers. The material, build quality and the design of the phone should also be taken special care of by the mobile phone companies.
This is because it is very likely and easier for consumers to share their information and also experience about the offers or products within their social networks. While marketers see mobile devices as marketing channels, from the consumer’s side they adopt mobile devices to enhance their private and social lives. And because of this different, mobile marketers must have a strategic to ensure their mobile marketing and advertising strategies are not too intrusive. This is especially suitable in pull-marketing, where one of the major challenges for many businesses is to identify and understand what are the consumer’s motivation to willingly give a marketer permission for marketing. This is how do the consumers perceive the trade-off of privacy
A Descriptive Study of Impact of Mobile Marketing on Consumer behavior in India. Abstract: Mobile marketing is the collaborating multichannel promotion of products or services for mobile phones and devices, smartphones and networks. Mobile marketing is marketing on a mobile device, such as a smart phone. Mobile marketing provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. Some mobile marketing is similar to advertising delivered over other electronic channels such as text, graphic and voice messages.
In this context, it is important to study the various factors which shape the consumers mind during the purchase of mobile phone devices. According to Karjaluoto et al. (2005), price, brand, interface, and properties tends to have the most influential factors affecting the actual choice amongst mobile phone brands. Ling, Hwang and Salvendy (2007) surveyed college students to identify their preference of their current mobile phone. The results of their survey indicated that the physical appearance, size and menu organization of the mobile phones are the most determinant factors affecting the choice of mobile phones.
Impacts of Attitude towards advertising The underlying assumption of the theory of reasoned action (TRA) is that human behavior is rational and systematic or primarily under the control of unconscious motives. “A person’s purchase or use of a product is determined by her intention to purchase or use of a product is determined by her intention to purchase or use it, and the choice among different brands is a function of the relative strength of her intention with respect to each brand. Her intention to buy or use a given product is in turn determined by her attitude toward buying or using it..” (Ajzen and Fishbein,1980: 159). Attitude has been found to be a good predictor of consumer behavior (e.g. Mitchell and Olson,1981: Shimp and Kavas,(1984).
CHAPTER 1 INTRODUCTION CUSTOMER ATTITUDE Customers are individuals with likes and dislikes. When the people in a particular group feel one way or another about a product, service, entity, person, place or thing, it is said to be a generalized consumer attitude that will affect the marketing of that person, product or entity in positive or negative ways. Marketers strive to influence customers attitudes, and understanding the prevailing attitude is the first step to changing it if needed. One of the major reasons for conducting marketing research is to understand customers’ attitudes. Attitudes will affect the behavior.
If the quality of the mobile service are very good such as easy access, security issue, efficient, wireless, can use at anytime and anywhere, this could influenced by looking at consumer's financial resources, if they interested then they will purchase it. They also decided to purchase this product by reading other customers' feedback. If the feedback is mostly good, then they will consider buying it and sometimes when they really needed the mobile service then they will purchase it no matter what it cost. Based on Rescher, Woodruff and Gardialb, value evaluations are measured by interaction between the context, customer and the object that the customer evaluates which context affects customer value (Gummerus, 2011) This means, context can be the factor impacting customers' mobile service value evaluations said by Clarke, Dholakia, Vlachos and Vrechopoulos (Gummerus, 2011). Value of mobile service is