Consumer’s Attitude towards SMS Advertising in Nellore City, Andhra Pradesh A Factor Analysis Approach

Abstract

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 promotion through the mobile phone platform. SM S marketing is one of the most popular forms o f mobile marketing. Over the past few years SM S has become a legitimate advertising channel in some parts of the world. Mobile Advertising is particularly attractive in India since the personal computer’s ownership remains low, which creates the need for an alternative interactive medium. The present research investigates consumer’s attitude towards mobile advertising and a research frame work is constructed to extract relevant factors affecting the consumers’ attitude towards SM S based advertisements and users actual behavior. The results of the research revealed that the attitude of the consumers towards SM S advertising is reflected in terms of privacy, irritation (angry). Prior permission, location based, trust in advertisers, operating knowledge and consumer preferences. The research was conducted with a suitable sample sized study about the changing attitude and behavior of the Mobile users or consumers in and around Nellore city in Andhra Pradesh.