Refine your search
Collections
Co-Authors
Year
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Rajaiah, Shivaratri Chandramouli
- QR Codes in Marketing:An Empirical Study on Awareness and Opinions Regarding QR Code Usage Among Young Indian Adults
Abstract Views :255 |
PDF Views:0
Authors
Affiliations
1 Department of Business Management, St. Xavier's P. G. College, Affiliated to Osmania University, Hyderabad, Telangana, IN
1 Department of Business Management, St. Xavier's P. G. College, Affiliated to Osmania University, Hyderabad, Telangana, IN
Source
International Journal of Marketing and Business Communication, Vol 6, No 3 (2017), Pagination: 11-18Abstract
In today's international market, brand awareness among consumers plays a very important role in the sales turnover of the company. Every company invests heavily to increase the market share. Consumers engage with various mobile services such as SMS, MMS, and the latest mobile applications in their cellphones. Therefore, the mobile platform offers an exciting opportunity that can be leveraged by marketers for their brands and products. The recent trend that is creating waves in this area of mobile marketing is that of Quick Response (QR) codes. Quick response code, commonly known as "QR code" is the present buzzword in the mobile marketing world. It gives marketers an opportunity to interact with consumers and engage them with their brand. The primary aim of this research is to study the consumers' awareness and opinion about QR codes and intends to highlight various issues related to it. The study also explores the reasons why QR codes can be a particularly powerful means of engaging with consumers and to what extent consumers have accepted the technology particularly the young Indian. Through a field survey data was collected from 240 respondents of age 19 years and above, in Hyderabad through questionnaire. The data was analysed through SPSS. This paper provides practical recommendations to marketers, with regard to implementation of a marketing campaign using QR codes. Results reveal that some respondents do not have the capability to scan QR codes because they don't have the smartphones, they still have a high awareness of QR codes and where these are being shown up in different media. Based on the results obtained, measures were suggested to improve the QR code awareness. Majority of respondents felt that QR codes are not linked to incentives and QR codes are mainly used for informative purpose. Implications and future research issues are also discussed.Keywords
Quick Response Code, International Market, Print Media, Smartphones, Mobile Marketing, Technology, Marketing Campaign.
References
- Abdulla, A. M., & Aziz, R. H. H. (2014). Evaluating the use of Quick Response (QR) code at Sulaimani University Labraries. International Journal of Advanced Research in Computer Science and Software Engineering (IJARCSSE), 4(11), 62-72.
- Bar Code to 2D Code. (2010). Denso Wave Incorporated. Web. Retrieved from http://www.denso-wave.com/qr-code/aboutqr-e.html
- Brokaw, S. (2012). The expectations of QR codes in print media: An empirical data research anthology. Journal of Undergraduate Research, 15. Retrieved from http://www.uwlax.edu/urc/jur-online/pdf/2012/probst.ali.pdf-11-11-2016.
- Charlton. (2011). Retrieved on 12-11-2016 https://econsultancy.com/blog/8118-19-of-uk-consumers-have-scanned-a-qr-code-survey/
- Demir, S., Kaynak, R., & Demir, K. A. (2015). Usage level and future intent of use of quick response codes (QR) for mobile marketing among college students in turkey. Procedia-Social and Behavioral Sciences, 181, 405-413. Retrieved on 05-11-2016 from http://www.sciencedirect.com/science/article/pii/S1877042815031961
- Field. A. (2009). Discovering statistics using SPSS (3rd ed.). Sage, Dubai.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson R. E. (2009). Multivariate data analysis (7th ed.). Pearson Prentice Hall, USA.
- Ho, R. (2006). Handbook of univariate and multivariate data analysis and interpretation with SPSS. Boca Raton, FL: Chapman & Hall.
- Jayawardhena, C., Kuckertz, A., Karjaluoto, H., & Kautonen, T. (2009). Antecedents to permission based mobile marketing, an initial examination permission based mobile. Marketing European Journal of Marketing, 43(3/4), 473-499.
- Karjaluoto, H., Lehto, H., Leppaniemi, M., & Jayawardhena, C. (2008). Exploring gender influence on customer's intention to engage permission-based mobile marketing. Electronic Markets, 18(3), 242-259. Retrieved from http://dx.doi.org/10.1080/10196780802265793
- Muzaffar, F., & Kamran, S. (2011). SMS advertising: youth attitude towards perceived informativeness, irritation and credibility. Interdisciplinary Journal of Contemporary Research in Business, 3(1), 230-245.
- Ramsden, A., & Jordan, L. (2008). Are students ready for QR codes? Findings from a student survey at the University of Bath, 2008. Working paper on the use of QR codes in Education: A getting started guide for academics. Retrieved from http://opus.bath.ac.uk/12782/.08-11-2016.
- Tetere, M. (2011). Mobile marketing: Brand performance.