Investigating Mobile Users Attitude towards Mobile Marketing and Its Impact on Behavioural Intention: A Case Study in Udaipur City

Dramatic change in mobile technology results with communication over long distances, flexibility in communications, information search, information sharing, anytime and anywhere, videos, music, chatting, internet surfing, and a lot more have become possible with improvements in mobile technology. The world has entered into an era called "the mobile era". Regardless of the enormous marketing potentials of customized and interactive marketing messages of mobile marketing, academic research in this field is still in its early stages (Barnes and Scornavacca, 2003). A strong urge for empirical research is uttered by academicians and practitioners. The present study contributes towards our understanding of the nature of mobile marketing communication in consumer markets. Thus the study is aimed to inspect consumers' attitude towards mobile marketing in Udaipur City which will help companies to understand the importance of mobile advertising and invest more in developing and adopting mobile marketing applications. To make it more precise, this study aims to explore the relationship between the attributes of customers who use mobile phone and their behavioural intentions. A total of 387 mobile users aging between 15 to 44 were surveyed via structured questionnaires. The results revealed that there exists a positive relationship between the attributes of customers using mobile phones and their behavioural intentions.