Study of Consumer and Retailer acceptance of mobile marketing in India
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Date
2021
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Punjab Agricultural University, Ludhiana
Abstract
The present study was undertaken to examine the attitude of consumers towards mobile marketing; to study the willingness of consumers regarding acceptance of mobile marketing; to study the perceptions of retailers towards mobile marketing; to analyze the perceptions of consumers towards web atmospherics; and to explore the mobile website atmospherics and mobile marketing communication strategies of selected companies. For achieving first, second and fourth objective, primary data were collected through a survey of 600 respondents selected from Punjab, Haryana, Chandigarh, and National Capital Region (Delhi, Gurgaon and Noida). For achieving third objective, a survey of 100 retailers was undertaken from the selected cities. For achieving fifth objective, a content analysis was performed on websites of 100 B2C companies. Findings revealed that female consumers perceived service quality as more important determinant of mobile marketing than male consumers. Also, female consumers had a positive attitude towards mobile marketing; whereas irritation towards mobile marketing was higher in male consumers as compared to female consumers. Further, personal innovativeness, service quality, irritation, information and perceived usefulness were important drivers of consumer attitude towards mobile marketing. Results also highlighted attitude, perceived behavioral control and subjective norm as important drivers of intention to accept mobile marketing. Findings indicated that „compatibility‟, „location based marketing‟, „perceived customer expectations‟ and „perceived ease of use‟ were found to be significant factors towards adoption of mobile marketing among retailers. Also, findings highlighted that female consumers perceived enjoyment and website links more useful during purchase of apparel from mobile website/ mobile app than male consumers. Further, the study revealed that informativeness, navigational cues, effectiveness of information content, and e-service quality significantly influenced attitude towards mobile website, whereas informativeness, navigational cues, enjoyment, response time, and trust significantly influenced consumers‟ emotions (pleasure, arousal, and dominance). Further, a positive and significant relationship was found between emotions (pleasure, arousal, dominance) and consumer‟s purchase intention; and attitude towards website was positively related to consumer‟s purchase intention and satisfaction. Findings revealed that most of the companies provided information like product/service, company history, investor relations, and stakeholder‟s information, CSR
policy, privacy policy, location, social media platforms etc.
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Citation
Kamalpreet Kaur (2021). Study of Consumer and Retailer acceptance of mobile marketing in India (Unpublished Ph.D. Dissertation). Punjab Agricultural University, Ludhiana, Punjab, India.