The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. A consumer expects messagesto be personal and of high interest and this makes the disappointment greater whenthey get undesired messages. In a comprehensive survey concerning consumers’ experiences of directmarketing channels in Finland it was found that consumers perceived directmarketing channels differently compared to each other. You can change your ad preferences anytime. save Save Effect of Mobile Marketing on Youngsters For Later 1 1 upvote, Mark this document as useful 0 0 downvotes, Mark this document as not useful Embed Share That’s the main reason the to ignore the sms on the immediate basis. If you continue browsing the site, you agree to the use of cookies on this website. If you wish to opt out, please close your SlideShare account. So most of them are not aware the services provided by the 3G,  People like to read the sms but they rarely go through it for mobile marketing because they generally feel that it will cost more and amount will charged.  To know the preference of people towards mobile marketing on the youngsters of Ahmedabad city Now customize the name of a clipboard to store your clips. 1. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. •India has one of the biggest telecom markets in the world. Many of them less like to get call/sms from the apparel stores and from the hotels and restaurants. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. www.seminarsonly.com, Effect of Customer Loyalty Programs in Convenience Stores, Impact of Packaging on Retailers and Consumers. Marketing with the help of mobile phones will help the brand managers to communicate with the customers through SMS, MMS and other available services. Mobile advertising may even step over the line of discretionand invade consumers’ privacy because of the personal nature of the mobile device. (Finnish Direct MarketingAssociation, 2002) The experiences of mail order, Internet and email experiences weremore positive compared to other direct market channels such as telemarketing and door-to-door sales. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. See our Privacy Policy and User Agreement for details. Becker (2005) indicated that mobile marketing adoption and acceptance was on the rise. The Indian Telecommunications network with 110.01 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia.  Recall of the brand does not increase but sometimes it creates negative impression if mobile marketing is done on very frequent basis. There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country. As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. www.wikipedia.org According to literature survey about consumers‟ attitudes toward mobile marketing, Tsang et al., (2004) found that consumers generally had negative attitudes toward mobile advertising unless they have specifically consented to receive the mobile advertising messages. Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. All GSM operators announce the launch of new mobile services, and the B2C mobile commerce and mobile marketing will be obviously becoming more popular in India. Chapter-1LITERATURE REVIEWA study done by Heinonen & Strandvik (2003) showed that mobile channels are perceived tobe more personal than traditional and e mail channels. Effect of Mobile Marketing on Youngsters Marketing Project Topics, MBA Base Paper, Advertising Thesis Ideas, Dissertation, Synopsis, Abstract, Report, Full PDF, Working details for Marketing Management MBA, Diploma in Business, BTech, BE, MTech … The channel influences consumer responsiveness to marketingcommunication by being perceived as either disturbing or acceptable (Abernethy 1991).If the consumer considers marketing communication via a channel as disturbing it maynegatively affect the attention to and perception of the message. To come to the point, the mobile phone is rapidly becoming a practical direct marketing channel. Looks like you’ve clipped this slide to already. applications augmented by developing new idea available online presence of many brands in this definitely must appeal towards the effect of mobile marketing on youngsters finger’s touch quickly we don’t know. There are some factors playing a role in improving and increasing mobile commerce. Sampling frame: all individuals between 18 years to 35 years in Ahmedabad. The total subscriber base, which has grown by 40% in 2005, is expected to reach 250 million in 2007. If you continue browsing the site, you agree to the use of cookies on this website. Chapter-1LITERATURE REVIEWA study done by Heinonen & Strandvik (2003) showed that mobile channels are perceived tobe more personal than traditional and e mail channels.  Many respondents are not using 3G enabled mobile phone because the service is not launched in GUJARAT. The mobile advertising, mobile Internet, mobile banking and mobile entertainment services are growing in the world and in India, GSM operators and retailers expect to benefit from these mobile marketing tools. Mobile phone is a new direct marketing device that provides direct access to consumers and interacts with them in a very personal way. Wireless subscriber growth is expected to bypass 2.5 million new subscribers per month by 2007. https://www.aerodeon.com/whitepapers/Aerodeon_ MobileStrategy_v100.pdf. The beauty of mobile phones. Mobile marketing consumes excessive amounts of entry level types.  To check the reliability of mobile marketing on the youngsters of Ahmedabad city. This creates high expectations forthe relevance of marketing communication messages. In the last 3 years, two out of every three new telephone subscribers were wireless subscribers. It has more GSM subscribers than fixed-lin subscribers. In contrast, the channelmay also enhance the acceptance of the marketing communication if it is perceived asappropriate for the specific marketing communication. Get practically any digital video tour. This creates high expectations forthe relevance of marketing communication messages. •Total telecom subscribers –494.07 million (August 2009) •Teledensity –42.27 per cent (August 2009) •Addition of mobile subscribers (July–August 2009) –15.08 million •Annual growth rate of telecom subscribers (June 2008–June 2009) –42.68 per cent •Average Revenue Per User (ARPU) for GSM (as on 30 June 2009) –US$ 3.801 •Telecom equipment market (2008–09) –US$ 24.99 billion2,3 •Handset market (2008-09) –US$ 5.82 billion2,3 •Expected mobile subscriber base (2013) –About 771 million.  Majority of respondents have not registered in the DND (do not disturb service). Concerningsatisfaction with information received, there seemed to be N.R.INSTITUTE OF BUSINESS MANAGEMENT 1. Also, some consumers mayperceive the channels as neutral, i.e.  Customers are now like to know full details before the buying the product and by the mobile advertising the detail of the product can not been known so people give less preference to mobile advertising. https://www.trai.gov.in/TelecomPolicy_ntp99.asp Sampling unit: all individuals between 18 years to 35 years in Ahmedabad, Sample size: 100 respondents Sampling method: non-probabilistic convenience sampling. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). it is neither disturbing nor accepted.Despite substantial marketing potential, research on mobile advertising andparticularly through its most successful application, short message service (SMS) is stillembryonic. Effect of mobile_marketing_on_youngsters_of_ahmedabad_city[1] 1. Even though it is too early to say whether mobile commerce and mobile marketing services are accepted or not in Turkey, the findings of the research conducted Turkish mobile phone users suggest that mobile phone users have positive attitudes towards mobile marketing tools except for mobile shopping. Moreover, one of the ways to convince mobile phone users of the benefits of mobile commerce is the price of products and services. For telemarketing and door-to-door sales thenumber of positive consumers was down to 30% and 25% respectively. One of the implications of this survey suggests that potential mobile commerce users have price sensitivity, and that the lower price turns out 30 to be the most critical factor that motivates mobile phone users‟ adoption of mobile commerce.