A Study of Consumer Attitude Towards Mobile Marketing
Final Project Research
Proposal
CONSUMER ATTITUDE TOWARD ADVERTISEMENT
VIA
MOBILE PHONE
STUDENT NAME: Zohaib Ahmed Jaffery Roll No.: A1BM-109007 COURSE NAME: Final Project SUBMITTED TO: Sir Waqar Qadri DATE OF SUBMISSION: October 24, 2012 ABSTRACT
The use of cell phone has rapidly become an integral part of our lives and has become the source of economic growth and employment opportunities at the country level (Madden and Savage, 2000 & Sridhar and Varadharajan, 2007). In many countries, mobile phones are often people’s only way of telecommunication (CSR Report, 2003). They are addressing their specific needs and encouraging the use of mobile technology as a force of positive social and environmental changes (Banks & Burge, 2004). Over the last three decades, the global economy has gone through revolutionary changes and a development in telecommunication technology has triggered a complex pattern of social and economic change.
Mobile phone is more than a communication device. The technological progress and deregulation of telecommunication industry has considerably lowered the marginal costs of communications. International organizations such as World Trade Organization (WTO) and International Telecommunication Union (ITU) are reassessing the increasing importance of telecommunication services in the economic development of the countries and specially its socio-economic impact on common individuals. These organizations believe that, if mobile phone is introduced appropriately, it can be a useful tool for development.
In the current environment mobile marketing is also very common in Pakistan which offers great opportunities for business because usage of mobile device is in immense amount. It is observed that in Pakistan marketing activities are greatly supported by mobile devices which allow companies to directly communicate with their consumers
Proposal
CONSUMER ATTITUDE TOWARD ADVERTISEMENT
VIA
MOBILE PHONE
STUDENT NAME: Zohaib Ahmed Jaffery Roll No.: A1BM-109007 COURSE NAME: Final Project SUBMITTED TO: Sir Waqar Qadri DATE OF SUBMISSION: October 24, 2012 ABSTRACT
The use of cell phone has rapidly become an integral part of our lives and has become the source of economic growth and employment opportunities at the country level (Madden and Savage, 2000 & Sridhar and Varadharajan, 2007). In many countries, mobile phones are often people’s only way of telecommunication (CSR Report, 2003). They are addressing their specific needs and encouraging the use of mobile technology as a force of positive social and environmental changes (Banks & Burge, 2004). Over the last three decades, the global economy has gone through revolutionary changes and a development in telecommunication technology has triggered a complex pattern of social and economic change.
Mobile phone is more than a communication device. The technological progress and deregulation of telecommunication industry has considerably lowered the marginal costs of communications. International organizations such as World Trade Organization (WTO) and International Telecommunication Union (ITU) are reassessing the increasing importance of telecommunication services in the economic development of the countries and specially its socio-economic impact on common individuals. These organizations believe that, if mobile phone is introduced appropriately, it can be a useful tool for development.
In the current environment mobile marketing is also very common in Pakistan which offers great opportunities for business because usage of mobile device is in immense amount. It is observed that in Pakistan marketing activities are greatly supported by mobile devices which allow companies to directly communicate with their consumers