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Consumers Attitude Towards Mobile Marketing

Presented by :

~~~~~~~~~~~~~~~

Ashish Ku. Panda
Popun Patro
ATM .APM @CA
2

2
KEY POINTS -:










Mobile Marketing
Customer Attitudes
Customer Satisfaction
Customer Trust
value and the utility
Brand of the products
Advantages & Disadvantages
Discussion
conclusion
INTRODUCTION
Mobile marketing is marketing on or with a mobile device,
such as a smart phone.
Mobile marketing can provide customers with time and
location sensitive, personalized information that promotes
goods, services and ideas.
• The aim of this presentation is to examine the impact of
mobile marketing on consumers' attitudes and purchase
intentions.
Consumer
Trust

Consumer
Satisfaction

Brand Of the
Products

Consumers
Attitude

Value &
Utility
CUSTOMERS ATTITUDE -:
An attitude is a general evaluation of something it has knowledge
of that something, liking or disliking and the strength of the
feelings, attitude towards a product, attitude towards company,
attitude towards the brand & attitude towards website.
There exist a positive relationship between perceived usefulness,
perceived entertainment and intention to participate and
purchase intention as well as negative perception.
CUSTOMER SATISFACTION -:
Customer satisfaction can be defined as overall evaluation
based on the total purchase and consumption experience
with a good or service over time through mobile marketing.
CUSTOMER TRUST-:
Trust will be defined as the degree of confidence customers
have in online exchanges, or in the online exchange channel by
the process of mobile marketing.
VALUE &

UTILITY

-:

The customer perceived value of a product is the difference
between the prospective customer’s evaluation of all the benefits
and all the costs of an offering, in comparison to the perceived
alternatives.

Value = Benefits / Cost
Utility is usefulness, the ability of something to satisfy needs or
wants because total satisfaction received from consuming a good
or service by the customer through mobile marketing.
BRAND OF THE PRODUCTS -:
 A brand as: A name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those
of competitors.
 Brand is necessary for mobile marketing for customers to select
the right quality of product.
ADVANTAGES -:
 Consumers like SMS advertisements.
 Day to day the mobile users are increase rapidly, so it is
a great chance to mobile marketing.
 Consumers are attracted very much for missed call
alerts, balance offers, etc which is good sign for mobile
marketing.
 Male respondents typically more likely to respond to
mobile channels so it is a great chance for motivating
consumer towards mobile marketing.
 Most responsive to SMS style marketing over mobile was
18-34 years old.
DISADVANTAGES -:
 The market of Telecommunication is too vast and it is not
possible to cover each and every dealer, manufacturer and
seller in the available short span of time.
 Consumers hate fake advertisement.
 Mobile marketing is difficult for some person.
 Female consumers
television…!!!

may

not

like

mobile

ads

due

to
CONCLUSION

S - See your goal.
U - Understand the obstacles for an effective mobile marketing.
C - Create a positive mental picture towards consumer attitude.
C - Clear your mind of self doubt about mobile marketing.
E - Embrace the challenge.
S - Stay on track, never give up.
S - Show the world you can do mobile marketing.
RFERENCES :-

www.marketingmobilewatch.com,
International journal of business management.
Consumers' Attitudes Towards Mobile Marketing

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Consumers' Attitudes Towards Mobile Marketing

  • 1. Consumers Attitude Towards Mobile Marketing Presented by : ~~~~~~~~~~~~~~~ Ashish Ku. Panda Popun Patro
  • 3. KEY POINTS -:          Mobile Marketing Customer Attitudes Customer Satisfaction Customer Trust value and the utility Brand of the products Advantages & Disadvantages Discussion conclusion
  • 4. INTRODUCTION Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. • The aim of this presentation is to examine the impact of mobile marketing on consumers' attitudes and purchase intentions.
  • 6. CUSTOMERS ATTITUDE -: An attitude is a general evaluation of something it has knowledge of that something, liking or disliking and the strength of the feelings, attitude towards a product, attitude towards company, attitude towards the brand & attitude towards website. There exist a positive relationship between perceived usefulness, perceived entertainment and intention to participate and purchase intention as well as negative perception.
  • 7. CUSTOMER SATISFACTION -: Customer satisfaction can be defined as overall evaluation based on the total purchase and consumption experience with a good or service over time through mobile marketing.
  • 8. CUSTOMER TRUST-: Trust will be defined as the degree of confidence customers have in online exchanges, or in the online exchange channel by the process of mobile marketing.
  • 9. VALUE & UTILITY -: The customer perceived value of a product is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering, in comparison to the perceived alternatives. Value = Benefits / Cost Utility is usefulness, the ability of something to satisfy needs or wants because total satisfaction received from consuming a good or service by the customer through mobile marketing.
  • 10. BRAND OF THE PRODUCTS -:  A brand as: A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.  Brand is necessary for mobile marketing for customers to select the right quality of product.
  • 11. ADVANTAGES -:  Consumers like SMS advertisements.  Day to day the mobile users are increase rapidly, so it is a great chance to mobile marketing.  Consumers are attracted very much for missed call alerts, balance offers, etc which is good sign for mobile marketing.  Male respondents typically more likely to respond to mobile channels so it is a great chance for motivating consumer towards mobile marketing.  Most responsive to SMS style marketing over mobile was 18-34 years old.
  • 12. DISADVANTAGES -:  The market of Telecommunication is too vast and it is not possible to cover each and every dealer, manufacturer and seller in the available short span of time.  Consumers hate fake advertisement.  Mobile marketing is difficult for some person.  Female consumers television…!!! may not like mobile ads due to
  • 13.
  • 14. CONCLUSION S - See your goal. U - Understand the obstacles for an effective mobile marketing. C - Create a positive mental picture towards consumer attitude. C - Clear your mind of self doubt about mobile marketing. E - Embrace the challenge. S - Stay on track, never give up. S - Show the world you can do mobile marketing.