ATTITUDE AND PERCEPTION OF MOBILE MARKETING AMONG YOUNGSTERS

Abstract

India is one of the fastest growing mobile markets in the world and currently there are around 870 million mobile users across the globe. At the same time, it has the largest population in the world recent transformation of mobile handsets from technologically limited mobile phones into true hybrid mini-computers, the transition to 3G networks, converted the mobile medium into a value delivery channel for business entities. Marketing with the help of mobile phones will help the brand managers to communicate with the customers through SMS, MMS and other available services. Because today's youngsters are tomorrow's consumers, there is a need to prepare youngsters to consider different consumption patterns. This is done with the aim to empower young consumers to access the market with clearer ideas and to develop their capacity to select among existing products and services. Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile marketing is defined as “the use of the mobile medium as a means of marketing communication”, Mobile marketing is known as wireless marketing, although viewing advertising on a computer connected to a home local area network is not considered to be mobile marketing. Mobile marketing encapsulates a large set of applications and has the potential to create exceptional value to both consumers and business entities. Prior academic research on mobile marketing has identified an extended set of factors that may have an influence on the acceptance and adoption of mobile marketing practices by consumers. Attitude is a major factor in information systems and marketing researches. Attitude & perception is outcome of what we say, feel and know. “Attitude & perception is a lasting general evaluation of people (including oneself), objects, advertisements or issues.” It is important to highlight that attitude toward mobile marketing refers to consumers’ attitude toward marketing in general rather than one specific type of marketing Public attitude toward advertising has been a main concern and focus for a long time. Youngster’s attitude toward mobile marketing has been popular among different researchers, especially focusing on mobile marketing.