Consumer acceptance of mobile marketing and identifying preferences format types for advertising

Abstract

This study, about "consumer acceptance of mobile marketing and identifying preferences for advertising format types", has been completed under the supervision of Mrs . Salma atif, Mr . Kashif-ur-Rehman and Miss Tehmina for the degree of BBA. It is a 37 pages study submitted on Sept 2nct, 2004. Mobile advertising is not a new concept in the outside world but it is not very well known in the Pakistani market. It is not a necessary that every audience will be open to mobile. advertising simply because rest of the world consumers has embraced it. For this reason, a comprehensive field study is conducted to determine how local consumers would respond to mobile advertising. This study has been conducted to check whether mobile advertising campaign will be accepted by users or not. It has also identified some of the advertising formats that will be the most acceptable by the users. The research instrument used was the questionnaires. 50 questionnaires were distributed among the users of mobile phones between ages 18 and 40. Convenience random sampling was done. This is a descriptive study and hypotheses were tested by the use of frequency and percentage distribution charts. Secondary research was conducted to have a clear understanding about the problem at hand. The study has concluded that if the SMS charges are reduced due to mobile advertising, it will be accepted by the users. The results proved that the Mobile advertising campaign will be accepted if the SMS .charges decreased due to it. The confidentiality of the mobile phone numbers has to be ensured as it is a major concern for the users. It has also given recommendations to the advertisers and the service providers to make mobile advertising acceptable in the local market.