Strategic Study on Mobile Marketing as a Sustainable Way to Business (Study with reference to Mobile App users in Thiruvananthapuram district)

Abstract

The past few decades has witnessed the entry of mobile marketing and it provides the customers with time and location sensitive as well as personalized information which promotes ideas, goods and services. The Millennium and change are two most attractive effects that have been providing complexities into the business that has left the corporate, banks, industries, marketers and common man towards adopting and approaching to newer ways of buying and selling. This in turn has resulted in unimaginable ways of marketing and advertising with an idea of creating sustained awareness.

This research paper is a humble attempt to study the influence of mobile apps for customer daily need products as well as to evaluate the impact of information and responsiveness towards the satisfaction of consumer’s purchase behavior using the mobile app. In view of this purpose, Responsiveness and Information were considered as the dimensions of Sustainability, Reliability and Usability which were considered as the dimensions of satisfaction. Structured questionnaire was developed to collect data from as many as 150 customers in Thiruvananthapuram district of Kerala. Though several research studies have focused on online shopping behavior with reference to purchase of smart phones by considering student community as their sample, this study focuses towards the sustainability of business from the buyer’s perspective- the transformation of buyers from physical buying towards online shopping with specific reference to groceries and daily needs.

It was also identified from the study that Consumer perception and Customer satisfaction plays a vital role in marketing research. The results of the study indicated that based on the convenience, offers and timely delivery alone makes a consumer happy. The satisfied customer purchases their needy products through online, if they are dissatisfied they switch from online to offline store where they used to purchase previously. This study finds out that consumers prefer online shopping or mobile app for customized services, personalized services, proper pricing policies, good product quality and maintain timely delivery. The high uncertainty and advancement in technology has become the challenges for the customer to select the product from the wide range of products available.