Analyzing the customer attitude towards an intention to receive SMS marketing via missed call subscription

Abstract

Mobile marketing is considered to be the most convenient way of approaching customer on one-to-one and one-to-many simultaneously. Different modes of the medium in mobile marketing provide various opportunities to the marketers to select the appropriate option suitable for them. This research is done in order to investigate the customer attitude on the utilization of SMS Marketing, permission based marketing and content based marketing. The main objective of this research is to analyze the stated behavior towards the intention to receive and respond on the Missed Call subscription based SMS Marketing. The questionnaire is based on five points like scale from strongly agree to strongly disagree. Total 207 usable data has been collected from the respondents by self-distribution and snowballing techniques. The demographic factors include gender and age. The ratio of respondents is 70.1% male and 29.9% female. 53.6% of respondents lie between 18-25 age brackets. The results reveal that a positive impact on customer response is noted on Missed Call subscription based SMS Marketing. The customers are more likely to prefer permission based marketing strategies where they are provided with the control option on receiving SMS advertising. The Missed Call subscription technology has provided an innovative platform to the marketers to be able to target customers based on their intention to receive SMS Marketing.