SMS ADVERTISING AND ITS IMPACT ON CUSTOMER'S ATTITUDE

Abstract

Purpose The purpose of this study is to analyze the impact of SMS advertising on customer attitude. It also studies the factors which affects directly on customer attitude such as entertainment, information and incentive. This study is done for different stack holders such as advertising firms, organizations who wants to advertise their products and for customers who gets information about products by the SMS advertising. Further the addition and new innovation of mobile devices containing various features, promotions, offers and the developments in mobile technology have specially enabled mobile phones and other devices to be improved and differentiated among others. These improved multimedia features, they also the internet facilities being made applicable. Due to mobile devices are offering opportunities like text, voice communication ,video and consumers and enabling them to be online from all over the world, from fixed devices to mobile devices in terms are purchasing decisions of consumers enabled them of communication resources. Mobile advertising sometimes influences the consumers in their purchase decisions and shows attitudes towards buying decision. Since the mobile device usage is high these days, now the mobile advertising can reach more consumers easily and effectively anywhere. Evaluating consumers' opinions and ideas and feedbacks regarding mobile advertising and knowing their needs and wants also the attitudes are few of the key factors that would make corporations successful in their target market and market positioning with the correct marketing strategies. Methodology & Design In order to carry out this study, survey method has been used. Questionnaire has been distributed among various customers though social media. Convenient sampling technique has been used and the sample size is 380. Correlation, regression analysis and reliability analysis has been done on SPSS software for results and findings.Limitations There are few limitations faced while conducting this study. The research was completed in four month due to the shortage of time. The sample size 380 is also small due to shortage of time. The population age ofrespondents were of different age groups then it’s not fairly represent the perfectly represent the participating sample. Recommendations Some recommendations are given to the stake holders. True and accurate information delivered to the customers on time is beneficial for the marketing firm ad companies. Incentive is directly proportional to the customer attitude. SMS promoting has coming about as more than fair way of exchanging data to client it is more individual interaction together with your customer’s and potential clients and socializing will getting to be more dynamic to utilize and upgrade its impact on customer.