“Impact of Mobile Advertising on Consumer Purchase Decisions: A Study of Western Haryana”

Abstract

With the widespread adoption of mobile phones and low cost mobile broadband in India, mobile advertising has become one of the most effective means of modern marketing communication. This paper is an analysis of how mobile advertising affects the purchasing process of consumers in the Western haryana region which includes Bhiwani, Hisar, Rohtak, Jhajjar, Charkhi Dadri and Sirsa districts. The entire study was based on secondary data which were obtained from government reports, industry publications, journal articles and market research studies. It covers the evolution of the Mobile advertising spends in India, types of prevalent Mobile advertising formats, and consumer attitude and behavior towards mobile advertisements. The paper also delves into the specific influences that impact consumer purchase decisions, such as price offers, product relevance, social influence, brand trust and advertisement frequency, in the commercial and semi-urban, agrarian areas of Western Haryana. The results indicate that mobile advertising has a strong, but inconsistent impact on purchase intentions, with younger, urban consumers being more positive than older, rural consumers. The study ends with a discussion of the major issues that marketers are likely to encounter in the region and the future potential of mobile as a means to engage consumers and drive sales conversion.