View of AN ANALYTICAL RESEARCH ON CONSUMER PERCEPTION FOR MOBILE MARKETING IN RAJASTHAN REGION

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Vol. 04, Issue 06, June 2019 Available Online: www.ajeee.co.in/index.php/AJEEE

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AN ANALYTICAL RESEARCH ON CONSUMER PERCEPTION FOR MOBILE MARKETING IN RAJASTHAN REGION

Dr. Amit Singh Rathore Professor & Director

Om Kothari Institute of Management & Research, Kota, Rajasthan, India

Abstract:- Perception of various mobile based applications for marketing shows that individuals from Delhi shows higher use of Shopping App Lifestyle App, Women Safety App, Social Networking apps as compared to individuals from Jaipur, where as individuals from Jaipur reported higher use of Education Apps, Books App, Travelling App, Search Apps, Overall Application as compared to individuals from Delhi. Gender difference are found, males frequently use lifestyle apps, collage apps as compared to females, whereas females frequently use of books app, travelling app, as compared to males. No gender difference was found frequency of uses for Shopping, women safety, education, social networking, entertainment, search and overall application use.

Keywords: Consumer Perception, Mobile Marketing, Marketing Applications, consumer perception.

1. INTRODUCTION

In 2000s early when cell phones were used as a Marketing tool in most popular tool was SMS in those years. SMS use to spread advertisement of product and services to the consumer which help them to make their positive or negative perception. (Direct Marketing Association,2002) messages experience was less positive around 65%, telemarketing and door to door services was 30%, email, mail order and Internet experience were 80%. In this study, it has been indicated that perception of the consumers is framed out with lesser experience of SMS as there was high percentage of emails, mail order and Internet. Prasad and Raman (2003), argues that mobile apps customer barely get a chance to compare or review competitions offerings. Framework of mobile marketing is to build up sales promotion, enhancing brand loyalty, invitation to the consumers or updates for special events, consumer perception can be improved through band image, building of database of customers.

According to the Funk (2004) advertising is the most effectual feasible selling message to the legal prospects at the minimum cost. Advertising is also called as paid form promotion of goods, services and ideas and its non-personal presentation through electronic media likewise magazines, television and newspapers. According to Benedict &

Geyskens (2006) consumers using mobile marketing receives messages related to coupons and discounts which are further passed on to friend’s relatives and family

members this is how promotion keep on spreading.

Seth et, al 2010, argues that business is growing on a high peek continuously likewise Dominos, Food Panada, Zomato, pizza hut, just dial and many more because they provide much better deals on mobile apps from which customers are tempting more. This kind of businesses is earning more profits.

McCarthy (2012), argues that mobile apps have removed plastic cards may be its Credit, Debit, ATM cards from the pockets and papers from the wallets. Because all kind of transactions whether it is big or small can be done through various payment apps and banking apps.

Consumers can easily choose the rows they want to sit in book tickets. Same booking scenario realized for hotel booking, booking a trip, tickets for fights, bus and train etc.

Fesenmaier (2012), argues that perception of the consumer affected by their experiences, advertisement, social media, and review of the people, personal experiences and public relations.

Marketing through mobile phone perception has drawn in customers mind when they experienced themselves or getting aware from advertisements. As the rating of marketing tools (SMS, MMS, APPS, Calls, and Emails) increased the discounts and coupons start increasing gradually.

People are more of mobile savvy because of few attributes like connivance, quick access from anywhere, time saving, money saving and services. Koenigstorfer

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& Groeppel-Klein, (2012) research is to find out how consumers personality in younger (vs. older) men (vs. women) affects behavioral choices of the mobile internet, as an example of new technology, and how usage time affects perceived ease of use of innovative (vs.

established) media. Findings revealed that innovativeness, low desire for social contact, and technology optimism, in interaction with demographics, determine whether consumers choose mobile Internet services over substitutes.

Watson, McCarthy, & Rowley, (2013) suggest that acceptance can be enhanced by permission marketing, trust- building, creating a sense of being in control, and useful and entertaining website content. Pull technologies seem to hold promise for mobile marketing communications. Ease of use, utility and incentives are drivers to continued use whilst lack of knowledge about how-to scan or of the benefits of QR codes may hinder adoption. Hur, Lee, & Choo, (2017) in a study based on Technology Acceptance Model (TAM) verify the relationship between variables related to technological innovativeness and fashion innovativeness. It was found that Consumers with a high degree of technological innovativeness tended to find the fashion app easy to use, derived enjoyment from using it, and adopted it if the app is useful. However, those with a high degree of fashion innovativeness adopted the fashion service simply because it was fun to use rather than beneficial or useful.

1.1 Objectives

Based on the review of literature following objectives were made for present study:

1. To study regional differences in ill health effects using mobile-based marketing application.

2. To study gender differences in ill health effects using mobile-based marketing application.

3. To study regional differences in frequency by various applications for mobile based marketing.

4. To study gender differences in frequency of use of by various applications for mobile based marketing.

1.2 Hypothesis

Based on literature review following hypothesis were drawn:

1. Ho.1 There will be no significant regional differences in ill health effects using mobile based marketing application.

2. Ho.2 There will be no significant gender differences in ill health effects using mobile based marketing application.

3. Ho.3 There will be no significant regional differences by frequency of use of various applications for mobile based marketing.

4. Ho.4 There will be no significant gender differences by frequency of use of various applications for mobile based marketing.

2. RESEARCH METHODOLOGY 2.1 Variables

Independent Variable for the study were region (Delhi NCR & Jaipur) & gender (Females/Males) where as consumer perception due ill mental health and frequency of mobile application use for mobile based marketing is taken as dependent variable.

2.2 Tools Used

Present study was conducted to find the impact of consumer perception for mobile marketing among individuals from NCR and Jaipur region.

a) For this consumer views related to Health Illness Effects were measured on 5-point Likert scale ranging from strongly agrees (5), Agree (4), Neutral (3), Disagree (2) and Strongly Disagree (1) respectively as per the nature of questions asked.

b) The frequency of use of mobile application was measured on 5- point Likert scale ranging from Very Frequently (5), Frequently (4), Occasionally (3), Rarely (2), Never (1).

2.3 Sample

Convenient sampling technique was adopted in this empirical study for 100 individuals who use mobile & internet services for marketing were selected.

Among them, 50 were from NCR region and 50 were from Jaipur, in each group 25 male were selected and 25 females were selected.

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3 2.3.1 Sample Distribution

a) Age Group: The mean age of the sample of 100 individuals is 28.81 years among which 50 males with mean age 28.84 and 50 females mean age was 28.78. The percentage of educational qualification status out of 100 respondents, 12th (6.0%), Graduation (34.0%), Masters (39.0%), Professional (14.0%), Doctoral (7.0%).

b) Employment Status: The percentage of Employment status out of 100 respondents, employed (49 %), self- employed (10%) looking for job are, (8%) homemaker (6%) and retired (27%) respondents.

c) Marital Status: In the overall sample of 100 individuals 40%

respondents were single and 40 % were married individuals.

Figure. 1: Showing age wise frequency 2.3.2 Inclusion Criterion

1. Individuals between the age range of 20 – 40 years are included in the study.

2. Individuals either working or residing in NCR and Jaipur region are included in the study.

2.3.3 Exclusion criterion

1. Individuals below 20 years and above 40 years are excluded.

2. Individual who don’t use smart phones

& mobile internet are excluded.

2.3.4 Procedure

To achieve objectives of the study, the Questionnaire was prepared on Google form (online form) and URL link of this questionnaire shared through emails and

mobile media and responses were also collected through paper pencil questionnaire and in total, 150 questionnaires distributed among the respondents who are using the mobile as a marketing tool in NCR and Jaipur region, out of which 100 received from the respondents, the information of 100 respondents coded and entered in the Microsoft Excel Software.

2.3.5 Statistical Test

Descriptive statistics, t-test, ‘Pearson-r’

correlation and regression were administered, Data analysis was done with the help of Statistical Package for the Social Sciences (SPSS) Software 22 Version.

Figure. 2: Distribution of Respondent based on Educational Level

Figure. 3: Distribution of Respondents Employment

3. RESULT AND DISCUSSION

The objective of the study was to find out the Consumer Perception towards Mobile based Marketing. The mean and Std.

Deviation t- values of the consumer

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4 perception of ill health effect and their perception of how frequently they use different type of mobile based marketing apps.

The first objective was to compare the regional differences in consumer perception of ill mental health for mobile based marketing. It was hypothesized that there will be no significant regional differences in ill health effects using mobile based marketing application.

Findings of among overall 4 ill health effects individuals from Delhi and Jaipur differ significantly in headache, as t (98)

=1.99. p<.05. Individuals from Delhi reported more headache, μ1=3.82±.56 as compared to individuals from Jaipur, μ2=3.58±.64.

This can be because people from metro city like Delhi are more depend on mobile based technology is higher as compared to people from Jaipur, as a result, their exposure to headphones and screen light of mobile phones is higher which could be a probable cause for headache. No significant differences are found in other sub-components i.e. eye pain, ear pain or frustration and on overall scores, thus the null hypothesis is accepted.

The second objective was to compare the gender differences in consumer perception of ill mental health for mobile based marketing. It was hypothesized that there will be no significant gender differences in ill health effects using mobile based marketing application. The findings no significant difference in overall ill health effects and components. Thus, null hypothesis is accepted. Males and females both have equal opportunity to access mobile technology so there were no gender differences.

4. CONCLUSION

Present study investigates regional &

differences and gender differences in the perception of ill health effects and perception of use of different types of mobile application as marketing tools. It can be concluded that mobile based technology is equally accessible at all i.e.

places whether it is Delhi or Jaipur and among males or females, so no difference is present in terms of health ill effect of mobile technology. Uses of shopping, lifestyle social networking application are more common among Delhiite as

compared to Jaipurians, this offers them a variety of option to compare, choose and easy options for purchasing via delivery at door steps and cashless payments through shopping apps, even for female’s security they rely and prefer mobile based technology since they are easily accessible and less time consuming as they are more adaptable to changes with markets trends.

On other hand there are variety of educational institutions, advanced libraries and updated advanced quality facilities are available for Delhiite so it is more approachable for them to physically enroll for such program, whereas at Jaipur such facilities are no available and they must depend on internet-based facilities especially mobile technology which is handy, easy to use and affordable with easy subscriptions.

Individuals from different places of equally access need information for educations even individuals from all age group, gender or culture users of Entertainment apps as a variety of content matching their interest are available on their fingertips.

Males frequently use lifestyle apps, college or institutional apps as compared to females, males don’t have variety choices in terms of clothes or other lifestyle-related goods, since they have fix choices so without trying they buy directly in one go however females have variety of option in all range of life style based products and they are so particular for colour combinations for which they take more time in decision making and thus they preferred to visit stores and physically verify and feel the articles and then buy after personal satisfaction.

Females are frequent user of books app, travelling app, as compared to males. No such gender difference was found frequency of uses for Shopping, women safety, education, social networking, entertainment, search and overall application use.

4.1 Limitations

1. The present study was limited to individuals to individuals from urban areas of Delhi NCR and Jaipur.

2. The sample was small to generalize the result on overall population.

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5 3. Only regional and gender

differences were studied as independent variables.

4. Only two aspects of consumer perception for mobile based marketing that is psychological as ill health effects and technological aspect in terms of ease and frequency of use of various applications were taken into consideration.

5. The age group selected was in the range of 21-40 years, teenager was not involved in the study.

4.2 Suggestions

The findings of present study can be replicated on other variables such as different age group, culture, Qualifications, individuals from different profession, Frequency of time spent on internet, how secured they feel on mobile marketing, ease of payment mode, socialization through long distance networking, type of marketing message conveyed for advertisement, Quality and authenticity of content for marketing, Mobile network and technology of mobile phone used in terms of usage of smart phone devices, modes and benefits of mobile phone services in terms of calls, SMS, mobile applications, pop-up notifications.

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