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ISSN Print: 2394-7500, ISSN Online: 2394-5869, CODEN: IJARPF

Impact Factor: RJIF 8.4

International Journal of Applied Research

Vol. 3, Issue 1, Part G (2017)

Analysing impact of mobile advertisement on consumer attitude: A case study of consumers of Udaipur city

Author(s)
CP Agarwal and Preeti Baya
Abstract
Mobile is the most important tool for providing help taking feedback and improves the product and services for the better society. This research aimed at identifying that whether mobile advertising put any impact over the attitude and later on behaviour of the consumer’s and can turn or shift consumers purchase intention and whether or not the consumers built their attitude with the mobile advertising. Further to assess the mobile mode of advertisement on consumer of Rajasthan a survey was conducted with Interview Schedule with target respondents living in the rural and urban area of Udaipur district. The sample for the survey has covered 300 respondents obtained from cross-sectional method. To measure the impact of mobile advertisement on consumer attitude and consumer behaviour one sample t and multiple regression method were used. The results have revealed that Customer believe that Messages regarding apps download, free membership, video sharing attracts them. Furthermore, four variables i.e., Marketing messages sometime save money, Marketing messages improve my shopping efficiency, I am concern about loss of personal information via mobile phone and I like to receive messages on time slots allowed by me explains the variance of Mobile advertisement as modern mode of advertising.
Pages: 479-486  |  699 Views  13 Downloads
How to cite this article:
CP Agarwal, Preeti Baya. Analysing impact of mobile advertisement on consumer attitude: A case study of consumers of Udaipur city. Int J Appl Res 2017;3(1):479-486.
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