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org © 2021 IJCRT | Volume 9, Issue 5 May 2021 | ISSN: 2320-2882

A study on effect of mobile marketing among

youngsters in Chennai
S PRASANTH, KAVITHA RAJAYOGAN

Student, Sathyabama Institute of science and technology, Chennai.

Assistant Professor, Sathyabama Institute of science and technology, Chennai.

ABSTRACT

The Project explains the influence of mobile marketing and its effect among the youngsters in
Chennai. The youngster uses mobile phones have increases opportunities for marketing people to
promote their product using mobile phones Mobile marketing attract the youngsters due to the
improvement in technology and knowing all the trends in their day today life. This is thanks to the
rationale that they get to understand about each product and services on their phones via sms,
emails, various apps etc. The increasing trend of mobile marketing is accepted by the people.
Nowadays youngsters want to know the current trend and new product launched by the companies.
Mobile which is a very personal device is helping them a lot in knowing all about the developments
and the popularity of mobile phones has resulted in mobile-based advertising and promotions that
mainly target the youth. By the help of the study helps different perspectives of people towards
mobile marketing is clearly understand.

Keywords: Mobile Marketing, Effective of mobile marketing, Youngster awareness of mobile

marketing.

INTRODUCTION

Today Organizations constantly working in changing environment among new technology and high
competition helped to reach more customers with regard and frequency and impact of advertising.
In today’s world mobile marketing paves new way to succeed in targeting audience. Mobile
marketing is defined because the use of the mobile medium (e.g. mobile phones) as a means of
marketing communications. Since teenagers and young adults are faster adopting it, mobile
advertising seems have a bright future, but the extent of acceptance by consumer
still remain unclear due to various hurdles, including feelings of intrusiveness and privacy concerns.

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Although Variety of firms are using mobile advertising for his or her products, there still are several
issues that remain to be addressed. Again many researches are conducted within the context of
western countries while this current study is conducted for Indian consumer.

REVIEW OF LITERATURE

Dr. K. Girija (2016) - Mobile phone has been ‘one of the most noticeable social changes to happen
over the last ten years’. Certainly, use of mobile phones has risen rapidly with improvements in
handheld technology and reception, and with convergence of video, data and audio services within
the one device. After high penetration of the web, mobile broadband subscription rate also
increased dramatically. So this study tries to understand the notice and perception of kids about
the mobile marketing. This study has conducted in Tiruchengode with 100 respondents. Those
marketers who create a full mobile experience for his or her consumers-with apps, optimized mobile
sites mobile loyalty programs, employing targeting like location, allowing sales on mobile devices
etc. are really experiencing the facility of mobile along the acquisition funnel

Arpit Jain Mr. Abhinav Chaudhary (2015) - Mobile Marketing is emerging function of marketing.
Today marketers want to stay connected with their customers ‘always. As lifestyle of consumers is
changing importance of traditional mediums like TV, Radio is decreasing and newer mediums like
mobile, internet etc. is gaining importance. Since mobile may be a personalized device which a
customer keeps with him always; when he's resting when he's travelling, when he's going out with
friends and family etc.

Mohammad Kashif (2015) - The paper aims to understand how mobile marketing has affected the
lifestyle of youngsters. It is based on the secondary data, and it explores different articles published
on mobile marketing and its impact. The youths are responsible in family economies for making
agile decision. The businesses got to adhere their marketing efforts to stay up with the advance in
technology because the age of mobile has already arrived.
K.R Shabhu, Aathira Nandakumar and Aswathi Nandakumar (2016) - Marketing with the help of
mobile phones will help the brand managers to communicate with the customers through SMS,
MMS and other available services. Considering the very fact that today's youngsters are tomorrow's
consumers, there's a requirement to organize youngsters to think about different consumption
patterns.

OBJECTIVES OF THE STUDY

 To study and understand the effect of Mobile advertising and Marketing among the youngster in
Chennai
 To identify youngster’s influence in mobile advertisements
 To know the risk factors and privacy issues in mobile advertisement

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www.ijcrt.org © 2021 IJCRT | Volume 9, Issue 5 May 2021 | ISSN: 2320-2882
RESEARCH METHODOLOGY

The Research Design undertaken for the study is Descriptive Research Design.

PERCENTAGE ANALYSIS

S. No Particulars No. of Respondents Percentage

Gender of the respondents

1. Male 101 77.7

Female 29 22.3
Total 130 100
Education qualification
High School 6 4.6
2. Diploma 11 8.5
Bachelor’s degree 63 48.5
Master’s degree 50 38.5
Total 130 100
Average time spent on
during users leisure time

3. Mobile 117 90
Laptop/Desktop 86 66.2
Newspaper/book/Articles 14 10.8
Total 130 100
Average time on a day on
mobile
None 1 0.8
0 to 2 hours 13 10
4. 2 to 6 hours 80 61.5
6 to 12 hours 33 25.4
More than 12 hours 3 2.3
Total 130 100

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RESULTS AND DISCUSSIONS
CHI-SQUARE

The table showing the relationship between are aware of mobile Marketing and likely to
buy products that are promoted by mobile marketing

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 9.102a 4 .059

Likelihood Ratio 7.382 4 .117
Linear-by-Linear Association .857 1 .355
N of Valid Cases 130

There is a significant relationship between Are you aware of mobile Marketing and I am likely to
buy products that are promoted by mobile marketing websites with the satisfaction towards

CORREALATION
Table showing the relationship between Advertisements through mobile have a positive
influence on my purchase decision and do you think Mobile Marketing is a trustable
source for advertising

Advertisement
through mobile Do you think Mobile
have a positive Marketing is a
influence on my trustable source for
purchase decision advertising

To identify youngster’s influence Pearson Correlation 1 .357**

in mobile advertisements Sig. (2-tailed) .000
[Advertisement through mobile N
have a positive influence on my 130 130
purchase decision]
To identify youngster’s influence Pearson Correlation .357** 1
in mobile advertisements [Do you Sig. (2-tailed) .000
think Mobile Marketing is a N
130 130
trustable source for advertising]

Pearson correlation value is 0.357. So, it is positive correlation. Hence there is positive correlation
between Advertisements through mobile have a positive influence on my purchase decision and
do you think Mobile Marketing is a trustable source for advertising.

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www.ijcrt.org © 2021 IJCRT | Volume 9, Issue 5 May 2021 | ISSN: 2320-2882
CONCLUSION
Now a day’s business is so faster and the time to market is much challenging in any product or
services and the only way to achieve the faster medium to bring the product to the market or to the
customers is through advertisement through mobile marketing strategies and this paves the way
for any business to spread easily to much larger audience and particularly youngers of this
generation so moving forward the Brand will sustain in the future once the product or service is
reachable to younger generation.

REFERENCES
 Dr.K.Girija - “A Study on awareness and perception of mobile marketing among youngsters”,
International Journal in Management and Social Science, Vol.4 (6), 24-35.
 Awantika Pandey, Dr. Kahkashan Khan- Effect of mobile marketing on youngsters in
Gorakhpur region”, International Journal of Scientific Research and Review, Vol.9 (3) 2742-
2749.
 Arpit Jain, Mr.Abhinav Chaudhary - “Mobile Marketing Effect on Youngsters”, Delhi School
of Management, Vol.11 (2) 1-57.

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