MERI-Journal of Management & IT

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Consumer Behavior towards Mobile based Marketing Practices : A Factor Analysis


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1 Management Education and Research Institute (MERI), Delhi, India
     

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Now a days with the help of digitalization it is easy for the customers to communicate as most of the consumers now a days are busy in their routine life. There are different styles of working of different banks that is each bank customer’s views this medium of marketing differently; it might be public sector banks customers or private sector bank customers or foreign sector bank customers. To overcome such problems digitalization plays a major role where one can do transaction sitting at one place the place of their comfort and can do various types of banking transaction. Some customers perceives mobile messages as useful at the same time other customers perceives that mobile messages as waste of time and for them these messages depletes the image of the bank. Thus different customers have different viewpoints. If customer needs account information, balance enquiries, pay bill, insurance, loans then they can get each and every information easily on their mobile through messages. This is just because of digitalization which changed the lives of the customers and which makes ease for the customers as they get information instantly. There are different types of the customers and each customer thinks differently about these mobile marketing. Analysis will be done using SPSS. In this study the main focus would be on the behavior of customers towards mobile based marketing practices. This research would be helpful to practicing managers in the area of mobile marketing.


Keywords

Consumers, Banks, Public sector banks, Private sector banks, foreign banks, Customers, Mobile Messages, India, Digitalization.
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  • Consumer Behavior towards Mobile based Marketing Practices : A Factor Analysis

Abstract Views: 390  |  PDF Views: 9

Authors

Ritika Malik
Management Education and Research Institute (MERI), Delhi, India

Abstract


Now a days with the help of digitalization it is easy for the customers to communicate as most of the consumers now a days are busy in their routine life. There are different styles of working of different banks that is each bank customer’s views this medium of marketing differently; it might be public sector banks customers or private sector bank customers or foreign sector bank customers. To overcome such problems digitalization plays a major role where one can do transaction sitting at one place the place of their comfort and can do various types of banking transaction. Some customers perceives mobile messages as useful at the same time other customers perceives that mobile messages as waste of time and for them these messages depletes the image of the bank. Thus different customers have different viewpoints. If customer needs account information, balance enquiries, pay bill, insurance, loans then they can get each and every information easily on their mobile through messages. This is just because of digitalization which changed the lives of the customers and which makes ease for the customers as they get information instantly. There are different types of the customers and each customer thinks differently about these mobile marketing. Analysis will be done using SPSS. In this study the main focus would be on the behavior of customers towards mobile based marketing practices. This research would be helpful to practicing managers in the area of mobile marketing.


Keywords


Consumers, Banks, Public sector banks, Private sector banks, foreign banks, Customers, Mobile Messages, India, Digitalization.

References





DOI: https://doi.org/10.25089/MERI%2F2018%2Fv12%2Fi1%2F180116