consumer perception towards mobile marketing in …

ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 4 (2018)

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CONSUMER PERCEPTION TOWARDS MOBILE MARKETING IN NCR

& JAIPUR REGION

Neha Gupta

Research Scholar, Amity Business School,

Amity University Rajasthan, India,

[email protected]

Dr. Deepali Bhatnagar

Associate Professor, Amity Business

School, Amity University Rajasthan , India,

[email protected]

ABSTRACT

In today’s era, consumer perception totally getting change when these drivers with new

technologies occurred in market. Selling, buying of products and services and make consumers

life comfortable and time saving from which they even start up with their businesses online by a

wireless device. To know how consumers, perceive mobile marketing, an empirical study was

conducted. A survey questionnaire was administered, which measures consumer perception

towards mobile marketing in four different areas namely psychological, social, technological

and cognitive aspects. The Questionaries’ was used. Convenient sampling technique was used to

selection of 100 individuals who use mobile services. Among them 50 were from NCR region and

50 were from Jaipur, in each group 25 male were selected and 25 females were selected. Finding

of the study reveal Individuals from Delhi perceived to have headache problems, as compared to

individuals from Jaipur by using mobile based marketing apps. No significant differences were

found on other areas i.e. eye pain, ear pain or frustration and on overall scores. No gender

differences were found on overall ill health effects and its components i.e. eye, ear pain, head

ache or frustration. Perception of various mobile based applications for marketing shows that

individuals from Delhi shows higher use of Shopping App Lifestyle App, Women Safety App,

Social Networking apps as compared to individuals from Jaipur, where as individuals from

Jaipur reported higher use of Education Apps, Books App, Travelling App, Search Apps, Overall

Application as compared to individuals from Delhi. Gender difference are found, males

frequently use lifestyle apps, collage apps as compared to females, whereas females frequently

use of books app, travelling app, as compared to males. No gender difference was found

frequency of uses for Shopping, women safety, education, social networking, entertainment,

search and overall application use. Keywords: Consumer Perception, Mobile Marketing, Marketing Applications, consumer perception.

mailto:[email protected]




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INTRODUCTION:

In 2000s early when cell phones were used

as a Marketing tool in most popular tool was

SMS in those years. SMS use to spread

advertisement of product and services to the

consumer which help them to make their

positive or negative perception. (Direct

Marketing Association,2002) messages

experience was less positive around 65%,

telemarketing and door to door services was

30%, email, mail order and Internet

experience were 80%. In this study, it has

been indicated that perception of the

consumers is framed out with lesser

experience of SMS as there was high

percentage of emails, mail order and

Internet. Prasad and Raman (2003), argues

that mobile apps customer barely get a

chance to compare or review competitions

offerings. Framework of mobile marketing

is to build up sales promotion, enhancing

brand loyalty, invitation to the consumers or

updates for special events, consumer

perception can be improved through band

image, building of database of customers.

According to the Funk (2004) advertising is

the most effectual feasible selling message

to the legal prospects at the minimum cost.

Advertising is also called as paid form

promotion of goods, services and ideas and

its non-personal presentation through

electronic media likewise magazines,

television and newspapers. According to

Benedict & Geyskens (2006) consumers

using mobile marketing receives messages

related to coupons and discounts which are

further passed on to friend’s relatives and

family members this is how promotion keep

on spreading.

E-Online apps have offered consumers a

wide variety of choices. It enables

consumer to choose variety of products with

discounts and coupons even on a small

screen. Products are visible on

customizable lists more easily visible as per

the need of consumer. Based on the findings

of their study Frolick & Chen (2004) states

that customer mobile environment offered

plethora of modes, it can be ranging from

phone calls, promotional SMS, SMS, and

E-mails etc. Findings of Barnes, S.J. (2002),

states that mobile marketing, advertising

“wireless”, Marketing “wireless” and

advertising done “wireless”, Consumer

perception for new technology has changed.

It became more positive for mobile

marketing because it’s convenient way to

operate and get detailed notifications about

products, services and ideas easily and

wirelessly.


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Seth et, al 2010, argues that business is

growing on a high peek continuously

likewise Dominos, Food Panada, Zomato,

pizza hut, just dial and many more because

they provide much better deals on mobile

apps from which customers are tempting

more. This kind of businesses is earning

more profits. McCarthy (2012), argues that

mobile apps have removed plastic cards

may be its Credit, Debit, ATM cards from

the pockets and papers from the wallets.

Because all kind of transactions whether it

is big or small can be done through various

payment apps and banking apps.

Consumers can easily choose the rows they

want to sit in book tickets. Same booking

scenario realized for hotel booking,

booking a trip, tickets for fights, bus and

train etc.

Fesenmaier (2012), argues that perception

of the consumer affected by their

experiences, advertisement, social media,

and review of the people, personal

experiences and public relations. Marketing

through mobile phone perception has drawn

in customers mind when they experienced

themselves or getting aware from

advertisements. As the rating of marketing

tools (SMS, MMS, APPS, Calls, and

Emails) increased the discounts and

coupons start increasing gradually. People

are more of mobile savvy because of few

attributes like connivance, quick access

from anywhere, time saving, money saving

and services. Koenigstorfer & Groeppel-

Klein, (2012) research is to find out how

consumers personality in younger (vs.

older) men (vs. women) affects behavioral

choices of the mobile internet, as an

example of new technology, and how usage

time affects perceived ease of use of

innovative (vs. established) media.

Findings revealed that innovativeness, low

desire for social contact, and technology

optimism, in interaction with

demographics, determine whether

consumers choose mobile Internet services

over substitutes

Watson, McCarthy, & Rowley, (2013)

suggest that acceptance can be enhanced by

permission marketing, trust-building,

creating a sense of being in control, and

useful and entertaining website content.

Pull technologies seem to hold promise for

mobile marketing communications. Ease of

use, utility and incentives are drivers to

continued use whilst lack of knowledge

about how-to scan or of the benefits of QR

codes may hinder adoption. Hur, Lee, &

Choo, (2017) in a study based on

Technology Acceptance Model (TAM)

verify the relationship between variables


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related to technological innovativeness and

fashion innovativeness. It was found that

Consumers with a high degree of

technological innovativeness tended to find

the fashion app easy to use, derived

enjoyment from using it, and adopted it if

the app is useful. However, those with a

high degree of fashion innovativeness

adopted the fashion service simply because

it was fun to use rather than beneficial or

useful.

OBJECTIVES:

Based on the review of literature following

objectives were made for present study:

1. To study regional differences in

ill health effects using mobile-

based marketing application.

2. To study gender differences in ill

health effects using mobile-based

marketing application.

3. To study regional differences in

frequency by various applications

for mobile based marketing.

4. To study gender differences in

frequency of use of by various

applications for mobile based

marketing.

Hypothesis

Based on literature review following

hypothesis were drawn:

Ho.1 There will be no significant

regional differences in ill health

effects using mobile based



gender differences in ill health

effects using mobile based



regional differences by frequency

of use of various applications for

mobile based marketing.


gender differences by frequency

of use of various applications for


RESEARCH METHODOLOGY:

Variables:

Independent Variable for the study were

region (Delhi NCR & Jaipur) & gender

(Females/Males) where as consumer

perception due ill mental health and

frequency of mobile application use for

mobile based marketing is taken as

dependent variable.


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Tools Used:

Present study was conducted to find the

impact of consumer perception for mobile

marketing among individuals from NCR

and Jaipur region.

a) For this consumer views related to

Health Illness Effects were measured

on 5-point Likert scale ranging from

strongly agrees (5), Agree (4),

Neutral (3), Disagree (2) and Strongly

Disagree (1) respectively as per the

nature of questions asked.

b) The frequency of use of mobile

application was measured on 5-point

Likert scale ranging from Very

Frequently (5), Frequently (4),

Occasionally (3), Rarely (2), Never

(1).

Sample

Convenient sampling technique was

adopted in this empirical study for 100

individuals who use mobile & internet

services for marketing were selected.

Among them, 50 were from NCR region

and 50 were from Jaipur, in each group 25

male were selected and 25 females were

selected.

Region

Delhi (NCR) Jaipur

50 Individuals 50 Individuals

G

e

n

d

e

r

Males Females Males Females

25 25 25 25

Sample Distribution

Age Group: The mean age of the sample of

100 individuals is 28.81 years among which

50 males with mean age 28.84 and 50

females mean age was 28.78. (Ref Figure-

1) & (Ref Table- 1)

The table shows the percentage of

educational qualification status out of 100

respondents, 12th (6.0%), Graduation

(34.0%), Masters (39.0%), Professional

(14.0%), Doctoral (7.0%). (Ref Table- 2) &

(Ref Figure- 2)

Employment Status: The table shows the

percentage of Employment status out of 100

respondents, employed (49 %), self-

employed (10%) looking for job are, (8%)

homemaker (6%) and retired (27%)

respondents (Ref Table- 3) & (Ref Figure-

3)

Marital Status: In the overall sample of

100 individuals 40% respondents were

single and 40 % were married individuals.

(Ref Table- 4)


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Inclusion Criterion

1. Individuals between the age range of

20 – 40 years are included in the

study.

2. Individuals either working or residing

in NCR and Jaipur region are

included in the study.

Exclusion criterion

1. Individuals below 20 years and above

40 years are excluded.

2. Individual who don’t use smart

phones & mobile internet are

excluded.

Procedure

To achieve objectives of the study, the

Questionnaire was prepared on Google

form (online form) and URL link of this

questionnaire shared through emails and

mobile media and responses were also

collected through paper pencil

questionnaire and in total, 150

questionnaires distributed among the

respondents who are using the mobile as a

marketing tool in NCR and Jaipur region,

out of which 100 received from the

respondents, the information of 100

respondents coded and entered in the

Microsoft Excel Software.

Statistical Test

Descriptive statistics, t-test, ‘Pearson-r’

correlation and regression were

administered, Data analysis was done with

the help of Statistical Package for the Social

Sciences (SPSS) Software 22 Version.

RESULT AND DISCUSSION

The objective of the study was to find out

the Consumer Perception towards Mobile

based Marketing. The tables below show

the mean and Std. Deviation t- values of the

consumer perception of ill health effect and

their perception of how frequently they use

different type of mobile based marketing

apps.

The first objective was to compare the

regional differences in consumer perception

of ill mental health for mobile based

marketing. It was hypothesized that there

will be no significant regional differences in

ill health effects using mobile based

marketing application. Findings of (Ref

Table 5) shows that among overall 4 ill

health effects individuals from Delhi and

Jaipur differ significantly in headache, as t

(98) =1.99. p<.05. Individuals from Delhi

reported more headache, µ1=3.82±.56 as

compared to individuals from Jaipur,

µ2=3.58±.64. This can be because people

from metro city like Delhi are more depend


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on mobile based technology is higher as

compared to people from Jaipur, as a result,

their exposure to headphones and screen

light of mobile phones is higher which

could be a probable cause for headache. No

significant differences are found in other

sub-components i.e. eye pain, ear pain or

frustration and on overall scores, thus the

null hypothesis is accepted.

The second objective was to compare the

gender differences in consumer perception

of ill mental health for mobile based

marketing. It was hypothesized that there

will be no significant gender differences in

ill health effects using mobile based

marketing application. The findings of (Ref

Table 6) show no significant difference in

overall ill health effects and components.

Thus, null hypothesis is accepted. Males

and females both have equal opportunity to

access mobile technology so there were no

gender differences.

Third objective was to compare regional

difference in frequency of use of various

applications for mobile based marketing. It

was hypothesized that there will be no

significant regional differences in

frequency of use of various applications for

mobile based marketing. The Findings of

(Ref Table 7) depicts that individuals from

Delhi show significantly higher use of

Shopping App, t (98) =3.16, p<.01, µ1 =

4.04±.75 > µ2 =3.52±.89, Lifestyle App, t

(98)=5.40, p<.01, µ1 = 4.14±1.03 > µ2

=3.18±.72, Women Safety App, t (98)=5.57,

p<.01, µ1 = 3.80 ± .70 > µ2 =2.62 ± 1.32,

Social Networking apps (WhatsApp ), t

(98)=3.21, p<.01, µ1 = 4.96±.20 > µ2

=4.74±.44, as compared to individuals from

Jaipur. Since, in metro cities individual are

trendier and updated in terms use of latest

fashion related product, so shopping is first

preference for them which become more

convenient by a mobile phone when the

delivery is available on door steps and with

easy payment option via mobile based apps.

Since, job opportunities are vast, due to

night shifts in offices, night life are common

in Delhi as compared Jaipur, leading to high

safety concerns for women, due to which

they are frequent user of women safety

apps. Even at workplace in Delhi

communication on social net-working apps

like WhatsApp. which is more convenient

over calls, is higher as compared to Jaipur

individuals. Whereas individuals from

Jaipur showed significantly higher use of

Education Apps, t (98)=3.16, p<.01,

µ2=3.56±1.03 > µ1=2.98±1.19, Books App, t

(98)=3.16, p<.01, µ2=3.92±.90 >

µ1=3.00±1.07, Travelling App, t (98)=3.16,


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p<.01, µ2=4.22±.82 > µ1=3.64±.94, Search

Apps, t (98)=2.43, p<.05, µ2=4.68±.47 >

µ1=4.32±.94, Overall Application, t

(98)=4.06, p<.05, µ2=37.62±4.39>

µ1=33.92±4.72 , use as compared to

individuals from Delhi. Thus, null

hypothesis is rejected. On other hand

individuals at Jaipur are more frequent user

of education related apps, search apps due

to less availability of such options.

Whereas, no significant difference was

observed in the use of Entertainment App,

Collage App among individuals from Jaipur

and Jodhpur. The frequency of these

application is equal among individuals from

Delhi or Jaipur.

Fourth objective was to find gender

differences in frequency of use of various

applications for mobile based marketing. It

was hypothesized that there will be no

significant gender differences in frequency

of use of various applications for mobile

based marketing. Findings of (Ref Table 8)

reveal that significant gender difference

was found in the use of lifestyle apps,

collage app, book apps and travelling apps.

It was found that perception of frequency of

use by males (µ2 = 3.94 ± .91) for lifestyle

apps is significantly higher than that of

females (µ1= 3.38± 1.03) and t (98) =2.88,

p<.01. Similarly, on perception of

frequency of use by males (µ2 = 2.80 ±1.37)

for collage apps is significantly higher than

females (µ1 = 2.22 ±1.07) and t (98) =2.36,

p<.05. This can be because females prefer

to try outfits before purchase as compared

males, therefore male preference on mobile

based lifestyle related apps is found higher,

on other hand males are easily satisfied by

the information available related to

collages, and institutions whereas females

prefer to verify them in physical presence

which can be the probable cause for the

higher use of collage apps by males.

Whereas females reported higher scores on

perception of use of books app (µ1= 3.68±

.98) as compared to males (µ2 = 2.80 ±1.15)

and t (98) =2.06, p<.05. Similar were the

findings of travelling app, females reported

significantly higher scores (µ1= 4.18± .83)

as compared to males (µ2 = 3.68 ±.96) and t

(98) =2.80, p<.01. Females have less

opportunities to go out and purchase of new

books even for travelling they can’t go

alone, thus feel more secure reading books

online or e-books, and travelling through

application registered mobile based security

like Ola, Taxi wale, uber, e- booking via

train applications. Thus, fourth null

hypothesis is rejected for lifestyle apps,

collage app, book apps and travelling

applications. No significant gender


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difference was found on perception of use

of Shopping, women safety, education,

social networking, entertainment, search

and overall application use. This can be due

to equal importance of these application for

males and females so, significant

differences were found. Thus, fourth

hypothesis is accepted for these

applications.

CONCLUSION

Present study investigates regional &

differences and gender differences in the

perception of ill health effects and

perception of use of different types of

mobile application as marketing tools. It

can be concluded that mobile based

technology is equally accessible at all i.e.

places whether it is Delhi or Jaipur and

among males or females, so no difference is

present in terms of health ill effect of mobile

technology. Uses of shopping, lifestyle

social networking application are more

common among Delhiite as compared to

Jaipurians, this offers them a variety of

option to compare, choose and easy options

for purchasing via delivery at door steps and

cashless payments through shopping apps,

even for female’s security they rely and

prefer mobile based technology since they

are easily accessible and less time

consuming as they are more adaptable to

changes with markets trends. On other hand

there are variety of educational institutions,

advanced libraries and updated advanced

quality facilities are available for Delhiite

so it is more approachable for them to

physically enrol for such program, whereas

at Jaipur such facilities are no available and

they must depend on internet-based

facilities especially mobile technology

which is handy, easy to use and affordable

with easy subscriptions. Individuals from

different places of equally access need

information for educations even individuals

from all age group, gender or culture users

of Entertainment apps as a variety of

content matching their interest are available

on their fingertips. Males frequently use

lifestyle apps, college or institutional apps

as compared to females, males don’t have

variety choices in terms of clothes or other

lifestyle-related goods, since they have fix

choices so without trying they buy directly

in one go however females have variety of

option in all range of life style based

products and they are so particular for

colour combinations for which they take

more time in decision making and thus they

preferred to visit stores and physically

verify and feel the articles and then buy

after personal satisfaction. Females are


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frequent user of books app, travelling app,

as compared to males. No such gender

difference was found frequency of uses for

Shopping, women safety, education, social

networking, entertainment, search and

overall application use.

Limitations:

1. The present study was limited to

individuals to individuals from urban

areas of Delhi NCR and Jaipur.

2. The sample was small to generalize

the result on overall population.

3. Only regional and gender differences

were studied as independent

variables.

4. Only two aspects of consumer

perception for mobile based

marketing that is psychological as ill

health effects and technological

aspect in terms of ease and frequency

of use of various applications were

taken into consideration.

5. The age group selected was in the

range of 21-40 years, teenager was

not involved in the study.

Suggestions:

The findings of present study can be

replicated on other variables such as

different age group, culture, Qualifications,

individuals from different profession,

Frequency of time spent on internet, how

secured they feel on mobile marketing, ease

of payment mode, socialization through

long distance networking, type of

marketing message conveyed for

advertisement, Quality and authenticity of

content for marketing, Mobile network and

technology of mobile phone used in terms

of usage of smartphone devices, modes and

benefits of mobile phone services in terms

of calls, SMS, mobile applications, pop-up

notifications.

REFERENCES:

Barnes, S.J. (2002) the mobile commerce

value chain: analysis and future

developments. International Journal

of Information Management, 22 (2),

91-108.

Frolick, M.N., Chen, L.D. (2004).

Assessing m-commerce opportunities.

Information Systems Management 21

(2), 53-61.

Funk, J. L. (2004) Key technological

trajectories and the expansion of

mobile Internet applications, info, 6

(3), 208-215.

Hur, H. J., Lee, H. K., & Choo, H. J. (2017).


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Understanding usage intention in

innovative mobile app service:

Comparison between millennial and

mature consumers. Computers in

Human Behavior.

https://doi.org/10.1016/j.chb.2017.03.

051

International Telecommunication Union.

(2013, February 27). ITU releases

latest global technology development

figures.

Koenigstorfer, J., & Groeppel-Klein, A.

(2012). Consumer acceptance of the

mobile Internet. Marketing Letters,

23(4), 917–928.

https://doi.org/10.1007/s11002-012-

9206-1

Watson, C., McCarthy, J., & Rowley, J.

(2013). Consumer attitudes towards

mobile marketing in the smart phone

era. International Journal of

Information Management, 33(5), 840–

849.

https://doi.org/10.1016/j.ijinfomgt.20

13.06.004

LIST OF FIGURES

Figure. 1: Showing age wise frequency

Fig. 1: Showing age wise frequency


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Figure. 2: Distribution of Respondent based on Educational Level

Fig. 2: Distribution of Respondent based on Educational Level

Figure. 3: Distribution of Respondents Employment

.

Figure. 3: Distribution of Respondents Employment


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LIST OF TABLES

Table 1 Age Distribution of Respondents

Age Frequency Percent

Valid

Percent

Cumulative

Percent

18 2 2.0 2.0 2.0

19 2 2.0 2.0 4.0

20 1 1.0 1.0 5.0

21 2 2.0 2.0 7.0

22 1 1.0 1.0 8.0

23 2 2.0 2.0 10.0

24 11 11.0 11.0 21.0

25 8 8.0 8.0 29.0

26 6 6.0 6.0 35.0

27 9 9.0 9.0 44.0

28 4 4.0 4.0 48.0

29 2 2.0 2.0 50.0

31 12 12.0 12.0 62.0

32 16 16.0 16.0 78.0

33 7 7.0 7.0 85.0


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34 6 6.0 6.0 91.0

35 4 4.0 4.0 95.0

36 2 2.0 2.0 97.0

37 3 3.0 3.0 100.0

Total 100 100.0 100.0

Table 2: Education Level of Respondents

Education Level Frequency Percent Valid Percent

Cumulative

Percent

12th 6 6.0 6.0 6.0

Graduation 34 34.0 34.0 40.0

Masters 39 39.0 39.0 79.0

Professional 14 14.0 14.0 93.0

Doctoral 7 7.0 7.0 100.0

Total 100 100.0 100.0

Table 3: Employment Status of Respondents

Employment groups Frequency Percent Valid Percent

Cumulative

Percent

Employed 49 49.0 49.0 49.0

Self-Employed 10 10.0 10.0 59.0

Looking for Job 8 8.0 8.0 67.0

Homemaker 6 6.0 6.0 73.0

Student 27 27.0 27.0 100.0

Total 100 100.0 100.0


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Table 4: Martial Status of the respondents

Frequency Percent Valid Percent

Cumulative

Percent

Single 40 40.0 40.0 40.0

Married 60 60.0 60.0 100.0

Total 100 100.0 100.0

Table No. 5 Regional difference in consumer perception of ill mental health for mobile

based marketing.

Ill Health Effects Region N

Mea

n

Std.

Deviation df t-value

Sig.

Level

Eye Pain Delhi 50 3.86 0.35 98 1.50 NS

Jaipur 50 3.74 0.44

Headache Delhi 50 3.82 0.56 98 1.99 0.05

Jaipur 50 3.58 0.64

Ear Pain Delhi 50 3.44 0.64 98 0.16 NS

Jaipur 50 3.42 0.57

Frustration Delhi 50 3.62 0.67 98 1.53 NS

Jaipur 50 3.42 0.64

Overall Ill Health Effects Delhi 50 14.74 1.72 98 1.65 NS

Jaipur 50 14.16 1.80

Table No. 6 Gender difference in consumer perception of ill mental health for mobile

based marketing.

Ill Health Effects Gender N Mean Std.


Sig.

Lev

el Eye Pain Female 50 3.74 0.44 98 1.50 NS

Male 50 3.86 0.35

Headache Female 50 3.72 0.54 98 0.33 NS

Male 50 3.68 0.68

Female 50 3.36 0.56


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Ear Pain Male 50 3.50 0.65 98 1.15 NS

Frustration Female 50 3.44 0.64 98 1.22 NS

Male 50 3.60 0.67

Overall Ill Health

Effects

Female 50 14.26 1.69 98 1.07 NS

Male 50 14.64 1.86

Table No. 7 Regional difference in consumer perception of mobile application use for


Applications Region N

Mea

n

Std.


Sig.

Level

Shopping App Delhi 50 4.04 0.75 98 3.16 0.01

Jaipur 50 3.52 0.89

Lifestyle App Delhi 50 4.14 1.03 98 5.40 0.01

Jaipur 50 3.18 0.72

Women Safety App Delhi 50 3.80 0.70 98 5.57 0.01

Jaipur 50 2.62 1.32

Collage App Delhi 50 2.32 1.19 98 1.52 NS

Jaipur 50 2.70 1.31

Education Apps Delhi 50 2.98 1.19 98 2.61 0.01

Jaipur 50 3.56 1.03

Social Networking

apps (WhatsApp)

Delhi 50 4.96 0.20 98 3.21 0.01 Jaipur 50 4.74 0.44

Books App Delhi 50 3.00 1.07 98 4.66 0.01

Jaipur 50 3.92 0.90

Entertainment App Delhi 50 4.18 0.98 98 0.90 NS

Jaipur 50 4.34 0.77

Travelling App Delhi 50 3.64 0.94 98 3.29 0.01

Jaipur 50 4.22 0.82

Search Apps Delhi 50 4.32 0.94 98 2.43 0.05

Jaipur 50 4.68 0.47

Overall Application

use

Delhi 50 33.9

2

4.72 98 4.06 0.00 Jaipur 50 37.6

2

4.39


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Table No. 8 Gender difference in consumer perception of mobile application use for


Applications Gender N Mean

Std.

Deviation df

t-

value

Sig.

Level

Shopping App Female 50 3.66 0.92 98 1.40 NS

Male 50 3.90 0.79

Lifestyle App Female 50 3.38 1.03 98 2.88 0.01

Male 50 3.94 0.91

Women Safety

App

Female 50 3.20 1.23 98 0.08 NS

Male 50 3.22 1.20

Collage App Female 50 2.22 1.07 98 2.36 0.05

Male 50 2.80 1.37

Education Apps Female 50 3.28 1.01 98 0.09 NS

Male 50 3.26 1.27

Social

Networking

apps

(WhatsApp)

Female 50 4.88 0.33

98 0.83 NS Male

50 4.82 0.39

Books App Female 50 3.68 0.98 98 2.06 0.05

Male 50 3.24 1.15

Entertainment

App

Female 50 4.16 0.87 98 1.13 NS

Male 50 4.36 0.90

Travelling App Female 50 4.18 0.83 98 2.80 0.01

Male 50 3.68 0.96

Search Apps Female 50 4.54 0.65 98 0.53 NS

Male 50 4.46 0.86

Frequency of All

apps Used

Female 50 35.80 3.92 98 0.06 NS

Male 50 35.74 5.76

consumer perception towards mobile marketing in …

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