Primary and secondary research on usage of mobile technology as medium for brand building of FMCG products. Mobile technologies included in this research paper are mobile phones, palmtops and tablet PCs.
The Acceptance of Online Behavioral Advertising: A Study of the Perceptions o...Jeanine Lilke
Ā
In order to complete summa cum laude honors I extensively researched online behavioral advertising. I conducted my own research on the perceptions of young adults on this new type of online advertising.
The Acceptance of Online Behavioral Advertising: A Study of the Perceptions o...Jeanine Lilke
Ā
In order to complete summa cum laude honors I extensively researched online behavioral advertising. I conducted my own research on the perceptions of young adults on this new type of online advertising.
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
Does Current Advertising Cause Future Sales?Trieu Nguyen
Ā
findings from a large-scale field experiment that allows us to study whether
there is a causal relationship between current advertising and future sales. The
experimental design overcomes limitations that have affected previous investigations of
this issue. We find that current advertising does affect future sales but the sign of the
effect varies depending on the customers targeted. For the firmās best customers the
long-run effect of increases in current advertising is actually negative, while for other
customers the effect is positive. We argue that these outcomes reflect two competing
effects: brand-switching and inter-temporal substitution. Furthermore, our data suggest a way to distinguish between the informative and persuasive roles of advertising, providing insight into the mechanism by which advertising differentially affects various customer subsets
Zyme Channel Data Management - Research ReportEllina James
Ā
As per Zyme, existing systems and approaches are stopping them from getting real time channel intelligence and accelerating sales. And business leaders are showing great enthusiasm to gain track as well as control of channels and become more data driven towards it. To Know More:-http://www.zyme.com/channel-data-management
Pervasive Analytics: Measuring the Impact of a Celebrity Direct-to-Customer C...Cognizant
Ā
Pharmaceuticals companies using celebrity direct-to-customer (DTC) campaigns need an analytics system of computing potential ROI based on the right set of variables.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Here, there, and everywhere: Correlated online behaviors can lead to overesti...ŠŃŠ° ŠŃŃŃŠ¾Š²ŠøŃ
Ā
Randall A. Lewis, Justin M. Rao, and David H. Reiley: āHere, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. ŠŃŃŠ»ŠµŠ“Š¾Š²Š°Š½ŠøŠµ, Š·Š°ŃŃŠ°Š²Š»ŃŃŃŠµŠµ ŃŃŠ¾Š¼Š½ŠøŃŃŃŃ Š²Š¾ Š¼Š½Š¾Š³ŠøŃ ŃŠ°Š½ŠµŠµ ŠæŃŠøŠ½ŃŃŃŃ ŠøŠ½ŃŠµŃŠ½ŠµŃ-Š¼ŠµŃŃŠøŠŗŠ°Ń
Print media's ad revenue, circulation and subscriptions are dropping, but 74% of consumers don't want online content to replace print. Which publishers should worry the most?
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
Does Current Advertising Cause Future Sales?Trieu Nguyen
Ā
findings from a large-scale field experiment that allows us to study whether
there is a causal relationship between current advertising and future sales. The
experimental design overcomes limitations that have affected previous investigations of
this issue. We find that current advertising does affect future sales but the sign of the
effect varies depending on the customers targeted. For the firmās best customers the
long-run effect of increases in current advertising is actually negative, while for other
customers the effect is positive. We argue that these outcomes reflect two competing
effects: brand-switching and inter-temporal substitution. Furthermore, our data suggest a way to distinguish between the informative and persuasive roles of advertising, providing insight into the mechanism by which advertising differentially affects various customer subsets
Zyme Channel Data Management - Research ReportEllina James
Ā
As per Zyme, existing systems and approaches are stopping them from getting real time channel intelligence and accelerating sales. And business leaders are showing great enthusiasm to gain track as well as control of channels and become more data driven towards it. To Know More:-http://www.zyme.com/channel-data-management
Pervasive Analytics: Measuring the Impact of a Celebrity Direct-to-Customer C...Cognizant
Ā
Pharmaceuticals companies using celebrity direct-to-customer (DTC) campaigns need an analytics system of computing potential ROI based on the right set of variables.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Here, there, and everywhere: Correlated online behaviors can lead to overesti...ŠŃŠ° ŠŃŃŃŠ¾Š²ŠøŃ
Ā
Randall A. Lewis, Justin M. Rao, and David H. Reiley: āHere, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. ŠŃŃŠ»ŠµŠ“Š¾Š²Š°Š½ŠøŠµ, Š·Š°ŃŃŠ°Š²Š»ŃŃŃŠµŠµ ŃŃŠ¾Š¼Š½ŠøŃŃŃŃ Š²Š¾ Š¼Š½Š¾Š³ŠøŃ ŃŠ°Š½ŠµŠµ ŠæŃŠøŠ½ŃŃŃŃ ŠøŠ½ŃŠµŃŠ½ŠµŃ-Š¼ŠµŃŃŠøŠŗŠ°Ń
Print media's ad revenue, circulation and subscriptions are dropping, but 74% of consumers don't want online content to replace print. Which publishers should worry the most?
The future of integrated campaigns: the art of transmedia planningtitofavino
Ā
Looking at how the media landscape has changed and how we can harness it to develop successful integrated campaigns that connect and engage with the audience in a new and more involving way.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Mobile Marketing: Everything You Need To KnowVincent Teo
Ā
Mobile presents a unique opportunity for marketers to reach consumers at the right place and time and add value through branded utility. There's a huge growth potential in Mobile in Asia and this presentation provides a good framework for developing your Mobile Marketing strategy
Organizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC, their formulas and the chain of events that builds value and efficacy in digital marketing.
Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, ...sprxmobile
Ā
The sweet spot of mobile marketing is identified using different trends from different perspectives and levels of analysis (Evolution at large, Marketing 2.0, Metaverse as well as Mobile Internet itself)
A quick look at two important, relevant and intertwined tools of strategic brand management: brand architecture and brand positioning.
More on https://www.udemy.com/strategic-brand-management/?couponCode=50%25OFF
Global wireless network operator and mobile satisfaction / customer loyalty s...Vishal Kumar
Ā
This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results.
Table of Contents
==============
Methodology 2
Panel Description 2
Key Metrics Used in the Study 2
Executive Summary 3
Top Wireless Insights 3
Top Mobile Insights 3
Table of Contents 4
Figures 5
Operator Performance & Loyalty Grids 6
Network Operator Performance Grid 7
Network Operator Customer Loyalty Grid 8
Network Operator RAPID Loyalty Measurement Rankings 9
Network Operator Loyalty Insights 10
Network Operator Business Attributes 13
Drivers of Customer Loyalty 15
Operator Mobile App Performance Grid 16
Mobile App User Experience Insights 17
Impact of Mobile Applications on Ecosystem 20
Mobile Handsets 21
Smartphone vs. Feature Phones 22
RAPID Loyalty Measurement Primer 23
Customer Loyalty 23
Customer Lifetime Value 24
References 25
Who we are 26
Global wireless network operator and mobile satisfaction / customer loyalty s...Stephen King
Ā
This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results.
Table of Contents
==============
Methodology 2
Panel Description 2
Key Metrics Used in the Study 2
Executive Summary 3
Top Wireless Insights 3
Top Mobile Insights 3
Table of Contents 4
Figures 5
Operator Performance & Loyalty Grids 6
Network Operator Performance Grid 7
Network Operator Customer Loyalty Grid 8
Network Operator RAPID Loyalty Measurement Rankings 9
Network Operator Loyalty Insights 10
Network Operator Business Attributes 13
Drivers of Customer Loyalty 15
Operator Mobile App Performance Grid 16
Mobile App User Experience Insights 17
Impact of Mobile Applications on Ecosystem 20
Mobile Handsets 21
Smartphone vs. Feature Phones 22
RAPID Loyalty Measurement Primer 23
Customer Loyalty 23
Customer Lifetime Value 24
References 25
Who we are 26
Global wireless network operator and mobile satisfaction / customer loyalty s...TCELab LLC
Ā
This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results.
Table of Contents
==============
Methodology 2
Panel Description 2
Key Metrics Used in the Study 2
Executive Summary 3
Top Wireless Insights 3
Top Mobile Insights 3
Table of Contents 4
Figures 5
Operator Performance & Loyalty Grids 6
Network Operator Performance Grid 7
Network Operator Customer Loyalty Grid 8
Network Operator RAPID Loyalty Measurement Rankings 9
Network Operator Loyalty Insights 10
Network Operator Business Attributes 13
Drivers of Customer Loyalty 15
Operator Mobile App Performance Grid 16
Mobile App User Experience Insights 17
Impact of Mobile Applications on Ecosystem 20
Mobile Handsets 21
Smartphone vs. Feature Phones 22
RAPID Loyalty Measurement Primer 23
Customer Loyalty 23
Customer Lifetime Value 24
References 25
Who we are 26
For More, please visit http://www.tcelab.com
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
Ā
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Interactive Discussion led by Aaron Davis, MSHA, FACHE, CPXP, Vice President & Chief Experience Officer, UMC Health System, at the marcus evans National Healthcare CXO Summit in Boston MA October 16-18, 2022
Mobile marketing is poised for significant growth. It is an enabler and initiator in the relationship between brand and consumer. Are you learning as fast as your competitors?
This research continues Ad Standardsā probing into consumer perceptions about advertising. This year, in addition to general views on advertising and perceptions of truth and accuracy of advertising across media types, we examined Canadiansā perspectives on digital advertising, and compared Millennials to the general population.
For the full report and past studies, go to: http://adstandards.com/en/ASCLibrary/consumerResearch.aspx
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leadsĀ intoĀ customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
Ā
In this session, Demandbaseās Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. Youāll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. Youāll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customerās journey. By the end of the session, youāll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
ā¢ Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
ā¢ Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
ā¢ Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
ā¢ Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
Ā
In todayās era of AI, personalization is more than just a trendāitās a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your usersākey factors for business success. However, relying solely on AI capabilities isnāt enough. You need to anchor your approach in solid principles, understand your usersā context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who donāt adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. Thatās why itās estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant ā our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, youāll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, sheāll show you how to captivate on command so that viewers are excited and ready to take action.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) āAlternativeā Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
Ā
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who donāt adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumersā feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumersā hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Coca Cola Branding Strategy and strategic marketing plan
Ā
Brand Building of FMCG Products via Mobile Marketing
1.
2. ļ Mobile Statistics
ļ What is Mobile Marketing
ļ Mobile Marketing and FMCG Products
ļ Research analysis and Implications
ļ Question and Answer
4. Marketing and communicating to
customers via mobile technology
wherever they may be for a specific
purpose.
(i.e. visit a location, make a purchase
or capture a lead)
Mobile Marketing Association
7. ļ Mobile marketing commands an increasing share of
marketing budgets, and organizations must ensure that their
mobile practices align with consumersā attitudes and anticipated
behaviours.
ļ It is estimated that annual spending on mobile advertising
alone will reach $2.55 billion in 2014, up from $734 million in
2010 a 71% increase in four years (eMarketer, 2010).
ļ According to Forrester Research, 52% of companies say
that their top priority for mobile marketing strategy is to increase
customer engagement (Tsirulnilk, 2010).
15. 1 being least favourable and 5 being most favourable
MeanValue(5pointlikertscale)
Top three usages of the mobile device are phone calls, SMS, social networking.
20. Value in Percentage
15% of the respondents are currently using the mobile device to
find information about FMCG products.
21. Value in Percentage
Majority of the respondents are currently receiving marketing
Messages on their mobile devices.
22. Value in Percentage
37% are interested in receiving marketing messages related to FMCG products
23. ValueinPercentage
14% of the sample are probable to check out the product and 2% are very
probable to check out the product. (Online with direct marketing)
28. It is a statistical method used to describe variability among
observed variables in terms of a potentially lower number of
unobserved called factors.
ļIn statistic, reliability is the consistency of a set of measurements
or of a measuring instrument, often used to describe a test.
ļIt has been done to check the reliability of the components in
the factors.
29. Factor 1 ( Preference to receive marketing messages )
Factor 2 ( Response towards marketing messages )
Factor 3 ( Content of marketing messages )
Factor 4 ( Delivery Medium of marketing messages )
30. Factor 5 ( motivation to accept marketing messages )
Factor 6 ( Effect of relevant and permission based message on brand )
31. Reliability analysis of factor 1 is not possible as there is only
one variable
Reliability of factor 2 is not possible as there is only one variable
32.
33. .
ļ In ANOVA we looked at the significance
difference between the variables.
ļ ANOVA provides a statistical test of whether or
not the means of several groups are all equal.
ļ Here we have taken Significance difference as
0.1.
34. ā¢ A Significance Difference in mean was observed for the
age with the Factor 1 and Factor 2
ā¢ A Significance Difference in mean was observed for the
gender with the Factor 2.
ā¢ A Significance Difference in mean was observed for
billing type with the Factor 1 and 2.
ā¢ It is also evident that women are more
interested in receiving the message in
comparison to men.
ā¢ 31-40 age group shows highest probability of
actually checking out the product.
35. ā¢ A Significance Difference in mean was observed for the age with the Factor 3
(V3, V4, V5, V7,V8).
ā¢ A Significance Difference in mean was observed for the gender with the Factor 3
(V3, V4, V5, V6,V8).
ā¢ A Significance Difference in mean was observed for billing type with the Factor
3(V3, V4, V5,V6,V7,V8).
ā¢ Favourable content of the marketing messages are Price discount
and New product information.
ā¢ Men give more preference to content preview in comparison to
women.
36. ā¢ A Significance Difference in mean was observed for the age with the Factor 4
(V10,V12,V13).
ā¢ A Significance Difference in mean was observed for the gender with the Factor 4
(V9,V10,V12,V13).
ā¢ A Significance Difference in mean was observed for the billing type with the
Factor 4(V11, V12, V13).
ā¢ Among all the age groups, 31-40 age group has highest
preference for SMS based marking message delivery.
ā¢ Prepaid owners give more preference to SMS based marking
message delivery in comparison to postpaid.
ā¢ Among all the age groups, 23-30 age group has highest
preference for mobile application based marking message
delivery.
ā¢ Men give more preference for mobile application based marking
message delivery in comparison to women.
37. ā¢ A Significance Difference in mean was observed for the age with the Factor 5
(V15,V16,V7).
ā¢ A Significance Difference in mean was observed for the gender with the Factor 5
(V14, V15,V16,V7).
ā¢ A Significance Difference in mean was observed for the billing type with the
Factor 5(V14, V15,V16,V7).
ā¢ Among all the age groups, 23-30 age group has highest
preference for feedback system in terms of marketing
messages.
ā¢ Most favoured factor to motivate consumers for accepting
mobile communication is availability of system to give feedback
of the product.
38. ā¢ A Significance Difference in mean was observed for the age with the Factor 6
(V19,V20,22).
ā¢ A Significance Difference in mean was observed for the gender with the Factor 6
(V18,V19, V20,V21,V22).
ā¢ A Significance Difference in mean was observed for the billing type with the
Factor 6 (V18,V19, V20,V21,V22).
ā¢ In 23-30 age group permission based, relevant marketing
message can improve Brand association and Brand image
&perception.
39. ā¢ Most favoured factor to motivate consumers for accepting mobile
communication is availability of system to give feedback of the
product.
ā¢ Favourable content of the marketing messages are Price discount
and New product information.
ā¢ It is evident that women are more interested in receiving the
message in comparison to men.
ā¢ Men give more preference to content preview in comparison to
women.
ā¢ Among all the age groups, 23-30 age group has highest
preference for mobile application based marketing message
delivery.
ā¢ Men give more preference for mobile application based marking
message delivery in comparison to women.
ā¢ In 23-30 age group permission based, relevant marketing
message can improve Brand association and Brand image &
perception.
40. ā¢ The study is based on small sample size
thus may not represent the universe.
ā¢ Sample was chosen randomly which could
tend to have a data bias.
ā¢ Timing of the study could have a bearing on
the results.
ā¢ TRAI guidelines