CHAPETR ONE
1.0 INTRODUCTION
1.1 Background of the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Research Hypotheses
1.5 Significance of the study
1.6 Scope and limitation of the study
1.7 Definition of terms
1.8 Organization of the study
CHAPETR TWO
2.0 LITERATURE REVIEW
CHAPETR THREE
3.0 Research methodology
3.1 sources of data collection
3.3 Population of the study
3.4 Sampling and sampling distribution
3.5 Validation of research instrument
3.6 Method of data analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS AND INTERPRETATION
4.1 Introductions
4.2 Data analysis
CHAPTER FIVE
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4 Recommendation
Appendix
Abstract
This study is on influence of mobile marketing on consumer purchase behavior in organized institution. The total population for the study is 200 staff of jumia and konga in Lagos. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made front desk officers, marketers, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
CHAPTER ONE
INTRODUCTION
- Background of the study
Advances in technology (especially information technology) and globalization have changed the way in which the world conducts business and are increasingly providing consumers with greater conveniences. The Industrial Revolution of the 18th century led to a new economy, which was defined in terms of mass production of standardized products, mass distribution of these products to consumers and mass media vehicles to carry standardized advertising messages” (Godin, 1999). During this era, selling underwent a major transformation from personal one-to-one persuasion to mass advertising campaigns designed for the consumers (Solove, 2004). The same message was communicated to the consumers regardless of the difference in nature and characteristics of each consumer. Mass marketing yielded only short term sales and not loyal customers as these forced marketing firms to understand that consumers cannot be treated as a homogeneous group (Doinita, 2012). Marketers had to develop targeted marketing communications in order to build and maintain relationships with customers. Targeted marketing became truly successful when it was associated with direct marketing, “a database-driven interactive process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction” (Spiller and Baier, 2010). The advent of internet facilitated targeted marketing which made it possible to send messages to an individual’s email. This facilitated the emergence of email marketing. The advent of the internet provided marketers the opportunity to initiate and build relationships with their customers via the use of computer networks. However, marketers’ desire real time interaction with their customers and this increased the need for a mobile environment which provides the most dynamic, effective and personal medium for marketing communication (Yaniv, 2008). The emergence of the mobile phone device as a means of instant communication has changed the way organizations interact with potential and existing customers (Grant and Donohoe 2007; Siau, Sheng and Nah 2005). In recent years, the rapid adoption of mobile phone and other mobile communication devices have created opportunities in the marketing and advertisingerena, by allowing companies to announce their products and services, develop customer relationships through direct personalized and interactive message response from customers (Sultan and Rohm, 2005). Different reasons constitute the rise in the use of mobile devices. According to Grant and Donohoe (2007), the combination of video and audio contexts in one mobile device absolutely increased the usage of mobile devices, flexibility in communication and information sharing have become possible with improvements in mobile technology and integration of internet and computing into a mobile medium (Siau, Sheng and Nah 2005) and the possibility of reaching information anytime and anywhere triggered the improvements of mobile devices (Deans, 2005) The potential of interaction with consumers, target marketing and managing consumer relationship made mobile devices an important channel for marketers (Grant and Donohoe, 2007). Mobile marketing have become powerful tool for marketing communication and information dissemination (Nysveen, Pdersen, Thorbjornsen and Berthon, 2005). This has made it easier for consumers to compare marketing information, product offerings, and prices before significant purchase decisions are made by the consumers. With this level of information at consumers disposal, consumer behaviour has become increasingly difficult to predict by marketers (Urban, 2004), as consumers expect transparency and real-time interactions with the organization The mobile phones are no longer used for communication alone, according to Michael and Salter (2006), who stated that the world has entered a new era called, “the all mobile era”. According to them, the mobile phones or rather said, smartphones, do it all, from browsing the internet for information to ordering of online products, mobile banking and paying of bills. “The mobile phone is set to become the Third Screens after TV and computer,” according to Asif (2011). As with other traditional marketing programmes, consumer attitude play an important role in determining the success of using the mobile device by marketers as a platform for communicating, creating sales and building relationships with their consumers. The acceptance of mobile device by consumers is influenced by, amongst others, the perceived utility of the content and the perceived risk associated with data security and consumer privacy (Bauer, Barnes, Reichardt and Neumann, 2005). The mobile phone is seen as a personal device (Barwise and Strong, 2002; Tsang, Ho and Liang, 2004) and as such, marketing messages are expected to meet the individual need and possibly take the form of permission marketing (a message either in form of SMS and MMS that has been requested by the consumer as part of an opt-in scheme requiring the consumer to indicate their consent to receive commercial messages and information of interest to them) in order to stimulate a positive response from the consumer. A mobile device is a possession many people carry with them and text messaging is generally used for one-to-one contact, which is why a more personal approach seems to be required in mobile marketing in order to generate a favourable attitude from the consumer (Barwise and Strong, 2002). Intrusion of marketing messages into this personal device often lead to irritation, especially when the mobile phone is seen as an “extended self‟, of the(2009)consumer. Despite the huge marketing potentials of personalized and interactive messages presented by communicating with customers using the mobile phone device, academic research in this area is still in its early stages (Barnes and Scornavacca, 2004; Muk, 2007 and Carroll, Barnes, Scornavacca, and Fletcher, 2007). A strong need for empirical research is articulated by practitioners and academics. This thesis responds to this call for more research and theoretical development in this area. Thus, this study contributes to the understanding of the influence of mobile marketing messages on consumer purchase behaviour.
1.2 STATEMENT OF THE PROBLEM
Attitude toward marketing activities and especially advertising in the traditional channel (print and broadcast media), have been studied widely in the literature because they have a considerable impact on measuring the effectiveness of these channels on consumer purchase decisions. The findings have been controversial across various channels of traditional marketing communication media (Moore, 1983; Zanot, 1984; Shavitt, 1998; Schlosser, 1999) as mobile communicators cannot exactly predict or determine the influence of mobile marketing messages on consumer attitude and purchase behaviour (Haghirian and Madiberger, 2005). Thus, this has necessitated the need to assess the influence of mobile marketing messages on consumer purchase behaviour.
1.3 OBJECTIVE OF THE STUDY
The main objective of this study is to determine the influence of mobile marketing on consumer purchase behaviour. The specific objectives include the following;
- To examine the effect of marketing messages (promotional, relational, personalization, interactivity and frequency) on consumer attitude towards mobile marketing.
- To determine the influence of consumer attitude towards mobile marketing on purchase behaviour (Intention, actual purchase, satisfaction and loyalty).
- To find out the effect of marketing messages (promotional, relational, personalization, interactivity and frequency) on purchase behavior (Intention, actual purchase, satisfaction and loyalty).
- To examine consumer factors that significantly influence attitude towards mobile marketing.
1.4 RESEARCH HYPOTHESES
For the successful completion of the study, the following research hypotheses were formulated by the researcher;
H0: there is no effect of marketing messages (promotional, relational, personalization, interactivity and frequency) on consumer attitude towards mobile marketing
.H1: there is effect of marketing messages (promotional, relational, personalization, interactivity and frequency) on consumer attitude towards mobile marketing.
H02: there is no influence of consumer attitude towards mobile marketing on purchase behaviour (Intention, actual purchase, satisfaction and loyalty).
H2: there is influence of consumer attitude towards mobile marketing on purchase behaviour (Intention, actual purchase, satisfaction and loyalty).
1.5 SIGNIFICANCE OF THE STUDY
This study give clear insight on influence of mobile marketing on consumer purchase behavior in organized institution. The study will be of benefits to consumers and the companies that are producing. The work will shows how mobile help in marketing.
1.6 SCOPE AND LIMITATION OF THE STUDY
The scope of the study covers influence of mobile marketing on consumer purchase behavior in organized institution. The researcher encounters some constrain which limited the scope of the study;
- a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
- b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
- c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.
1.7 DEFINITION OF TERMS
INFLUENCE: The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
MOBILE MARKETING: Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications
CONSUMER: A consumer is a person or organization that uses economic services or commodities.
PURCHASE: Purchasing refers to a business or organization attempting to acquire goods or services to accomplish its goals.
INSTITUTION: People may deliberately create individual, formal organizations commonly identified as “institutions “but the development and function of institutions in society in general may be regarded as an instance of emergence. That is, institutions arise, develop and function in a pattern of social self-organization beyond conscious.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study.
