Mobile advertisement and consumer behaviour in India

Gunjan Malhotra () and Amit Malhotra

International Journal of Economics and Business Research, 2014, vol. 8, issue 1, 82-92

Abstract: Innovation has led to the growth of the advertising medium for mobile marketers. To reach the consumers effectively through mobile advertisement, either using SMS or automated voice calls, has brought explosive growth in the telecom sector in India. The sale of mobile handset has increased leading to the growth of mobile marketing and further to the advertising agencies to think about new challenging ways to connect to their customers. Therefore in this paper we have tried to determine the effectiveness of such medium and the effect of its advertisement on the consumer behaviour in India. Mobile advertising enters the personal space of the consumers and thus the efforts have been made to detect the attitude of the consumers towards mobile advertisement. The study reveals that the mobile users have apparently developed an aversion to the mobile marketing messages, to which they are being subjected. Customers are looking for customisation of mobile marketing messages as per their individual requirements, tastes and preferences. Hence the need of the hour appears to be customerisation.

Keywords: mobile marketing; m-marketing; mobile advertising; consumer responsiveness; purchase decisions; India; consumer behaviour; SMS; automated voice calls; consumer attitudes; customisation. (search for similar items in EconPapers)
Date: 2014
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