In India mobile communications have been the most visible manifestation of the extraordinary digital accomplishments seen in the past decade. In modern information and communication age mobile application is one of the most concerned and rapidly developing areas. Mobile marketing has been considered a new form of marketing and provided new opportunities for companies to do businesses. Marketing activities conducted via mobile devices enable advertisers to directly communicate with potential customers in a fast speed and regardless the geographical location. Mobile advertising has been recently referred as one of the best means to cut through the clutter and interact directly with the consumer. Hence, with the trend toward direct, one‐to‐one marketing, more attention is being paid to the use of the mobile channel as a means of effectively advertising to consumers. Indian mobile market is one of the fastest growing markets due to the increase in the number of middle-income consumers, and is forecasted to reach millions of users in the next decade. Thus, research on mobile marketing would impact greatly on the way business is done. The current study is an attempt to study consumer responsiveness to mobile marketing, in terms of its impact on purchase decision making. The primary objective is to understand the perception of mobile users towards mobile marketing/advertising and their utility value in terms of impact on the purchase decision. The study also aims to concretize some features enhancing the acceptability/utility of mobile marketing/advertising and suggests an appropriate strategic initiative for the same.
Mobile Marketing, Mobile Application, M-Commerce, Customer Relationship Management
