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Author: Ravindra Reddy Tamidela
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659397769
Category :
Languages : en
Pages : 364
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Book Description
The rapid increase in the usage of mobile phones and other mobile devices by Indian consumers has created a new channel for marketing. In India there are over 893 million mobile subscribes and the number is rapidly increasing day by day. This has paved the way for many companies of goods and services in the country to do their sales promotions through the mobile phone platform. SMS marketing is one of the most popular forms of mobile marketing. Mobile Advertising is particularly attractive in India since the personal computers ownership remains low, which creates the need for an alternative interactive medium. The present research investigates consumer's attitude towards mobile advertising and factors affecting consumers' attitude towards SMS based advertisements and users actual behaviour. The results of the research revealed that the attitude of the consumers towards SMS advertising are reflected in terms of privacy, irritation (angry), Prior permission, location based, trust on advertisers, operating knowledge and consumer preferences. The research was conducted with a suitable sample sized study about the changing attitude and behaviour of the Mobile users or consumers.
Author: Ravindra Reddy Tamidela
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659397769
Category :
Languages : en
Pages : 364
Get Book Here
Book Description
The rapid increase in the usage of mobile phones and other mobile devices by Indian consumers has created a new channel for marketing. In India there are over 893 million mobile subscribes and the number is rapidly increasing day by day. This has paved the way for many companies of goods and services in the country to do their sales promotions through the mobile phone platform. SMS marketing is one of the most popular forms of mobile marketing. Mobile Advertising is particularly attractive in India since the personal computers ownership remains low, which creates the need for an alternative interactive medium. The present research investigates consumer's attitude towards mobile advertising and factors affecting consumers' attitude towards SMS based advertisements and users actual behaviour. The results of the research revealed that the attitude of the consumers towards SMS advertising are reflected in terms of privacy, irritation (angry), Prior permission, location based, trust on advertisers, operating knowledge and consumer preferences. The research was conducted with a suitable sample sized study about the changing attitude and behaviour of the Mobile users or consumers.
Author: Anil Kumar
Publisher:
ISBN:
Category :
Languages : en
Pages : 7
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Book Description
With the advent of smart phones, everyone today is talking about Internet on mobiles, 3G speeds and so on. However, even today SMS, a traditional short message service on mobile, is pretty much the most frequently used feature after calling or even more than calling. Even professionals use it for myriad of reasons, including checking bank balances, mobile bills, and status of trains/flights etc. Recent TRAI data shows that Indians are using SMS as an extension of their lives more and more every year, an average Indian sends 29 SMS per month (Telecom Regulatory Authority of India, 2011). Just multiplying that with the number of ever growing Mobile subscribers in India gives an idea of the amount of SMS traffic India generates. In India there are over 850 million mobile subscribes and the number is rapidly increasing day by day. SMS marketing is one of the most popular forms of mobile marketing. The present research investigates consumers' attitudes towards mobile advertising, and constructs a research frame work in order to extract relevant factors affecting consumers' attitude towards SMS based advertisements and users' actual behavior. The results of the research revealed that the attitude of the consumers towards SMS advertising is reflected in terms of privacy, irritation (anger), prior permission, time of sending, local language, operating knowledge and consumer preferences. The research was conducted with a sample size suitable for study about the changing attitude and behavior of mobile users or consumers.
Author: Mahmud Akhter Shareef
Publisher: Springer
ISBN: 3319312871
Category : Computers
Languages : en
Pages : 150
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Book Description
This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.
Author: S. Ramesh Kumar
Publisher: Pearson Education India
ISBN: 9788131722367
Category : Brand name products
Languages : en
Pages : 628
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Book Description
India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding
Author: Tapan K. Panda
Publisher: Excel Books India
ISBN: 9788174465481
Category : Marketing
Languages : en
Pages : 780
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Book Description
Author: Bahaaeddin Alareeni
Publisher: Springer Nature
ISBN: 3031080939
Category : Technology & Engineering
Languages : en
Pages : 1026
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Book Description
This book constitutes the refereed proceedings of the International Conference on Business and Technology (ICBT2021) organized by EuroMid Academy of Business & Technology (EMABT), held in Istanbul, between 06–07 November 2021. In response to the call for papers for ICBT2021, 485 papers were submitted for presentation and inclusion in the proceedings of the conference. After a careful blind refereeing process, 292 papers were selected for inclusion in the conference proceedings from forty countries. Each of these chapters was evaluated through an editorial board, and each chapter was passed through a double-blind peer-review process. The book highlights a range of topics in the fields of technology, entrepreneurship, business administration, accounting, and economics that can contribute to business development in countries, such as learning machines, artificial intelligence, big data, deep learning, game-based learning, management information system, accounting information system, knowledge management, entrepreneurship, and social enterprise, corporate social responsibility and sustainability, business policy and strategic management, international management and organizations, organizational behavior and HRM, operations management and logistics research, controversial issues in management and organizations, turnaround, corporate entrepreneurship, innovation, legal issues, business ethics, and firm gerial accounting and firm financial affairs, non-traditional research, and creative methodologies. These proceedings are reflecting quality research contributing theoretical and practical implications, for those who are wise to apply the technology within any business sector. It is our hope that the contribution of this book proceedings will be of the academic level which even decision-makers in the various economic and executive-level will get to appreciate.
Author: Satria Bangsawan
Publisher: Routledge
ISBN: 1000192342
Category : Business & Economics
Languages : en
Pages : 363
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Book Description
One of the main challenges faced by all entrepreneurs, is the need to growth. Growth is part of all organizations, it implies continuous growth of sales, purchases, number of employees, profit and thus the growth of the enterprise. Most innovations that are part of the organizations are derived from the internal organization. Industrial Revolution 4.0 provides both opportunities and challenges to all entrepreneurs to grow their business. The rapid development of technology and all digital aspects create opportunities of innovation in organizations. These proceedings provide details beyond what is possible to be included in an oral presentation and constitute a concise but timely medium for the dissemination of recent research results. It will be invaluable to professionals and academics in the field of business, entrepreneurship and economics to get an understanding of recent research developments.
Author: S.Neelamegham
Publisher: Vikas Publishing House
ISBN: 9325956764
Category :
Languages : en
Pages :
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Book Description
This book provides a comprehensive overview of the current marketing environment in India. It examines the changing dynamics of marketing management against the backdrop of globalization and liberalization, analysing how both marketers and consumers are adapting to radical changes. Insightful perspectives on key issues including market segmentation, brand strategy, product planning, advertising, pricing and distribution strategies as well as challenges of rural marketing are given. This Fourth Edition boasts of incisive coverage of all contemporary concepts and formats of marketing, including retailing, Internet marketing and telemarketing. It is further enriched by varied case studies that are drawn from the Indian experience and will go a long way to inculcate skills of analysis, logical thinking and decision making in students. Valuable not only to students and teachers of marketing management, the book is a must-have for practising managers who want to stay abreast with the latest developments in their field.
Author: Oma Gupta
Publisher: Gyan Publishing House
ISBN: 9788178353081
Category : Advertising
Languages : en
Pages : 240
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Book Description
1. Advertising, History, Changing Face and Ethics 2. Scanning Advertisements 3. Advertising Media, Agency Impact 4. Sex in Advertising5. Advertising and Potrayal of Women 6. Impact of Advertising on Rural India 7. Targeting the Consumer 8. Importance of Business Communication Index
Author: Dr.S.Padmavathi
Publisher: Alborear (OPC) Pvt. Ltd.
ISBN: 8196243944
Category : Business & Economics
Languages : en
Pages : 100
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Book Description
It is our pleasure to present the proceedings of the International Conference that was held on 21st December 2023 at School of Commerce, Shri Shankarlal Sundarbai Shasun Jain College for Women, T.Nagar Chennai in Collaboration with Department of Commerce, B.S. Abdur Rahman Crescent Institute of Science and Technology, Vandalur, Chennai. This conference provided a platform for researchers, academics, professionals, and industrialists from various fields to come together and share their research findings, innovative ideas, and experiences. The theme of the conference was "Economic Growth and Sustainable Development”, which attracted a diverse range of research papers, presentations and active participation. The conference was a great success, and we received an overwhelming response from participants across the globe. The conference proceedings contain papers that have been thoroughly reviewed by a panel of experts in their respective fields. These papers have undergone a peer-review process to ensure their quality and relevance to the conference theme. The proceedings cover a wide range of topics, including but not limited to the field of commerce. The papers presented in these proceedings reflect the latest developments and advancements in the field. They provide valuable insights and offer practical solutions to real-world problems. The proceedings also serve as an excellent reference for researchers, scholars, and practitioners who are interested in pursuing further research in the field. We would like to express our gratitude to the conference organizers, the keynote speakers, and all the participants who contributed to the success of this conference. We would also like to thank the reviewers for their meticulous work and dedication to ensuring the quality of the papers included in these proceedings. Lastly, we hope that these proceedings will serve as a valuable resource for researchers, scholars, and industrialists in the field and inspire further research and collaboration among the global academic community.
