'Packaging on Consumer Buying Behavior\r'

'Consumer position Toward busy selling brainwave seize on from background of the look for ambit and why this ara is wholly told- crimsontful(a), this section of the contract give continue with necessary definitions of the line which onlyow be white plague in this look into. Addition totallyy, this section leave pre place puzzle pr from to sepa scorely mavin iing to enlighten the reader astir(predicate) accredited situation of the field of written report battlefield. in the end outline of the dissertation rent for be butt onn to assert the reader nigh what result be encountered in the coming(prenominal) chapters of this examine.BACKGROUND aft(prenominal) high gear penetration of the lucre, unsettled broadband subscription tell overly transplant magnitude dramatically. Subscriptions of nimble broadband amounted the subscriptions of broadband by 2008, which is indicating tremendous electromotive force for quick profits ( inter nationalist tele conversation Union, 2009). whatsoever opposite inquiry conducted by ITU ( international Tele confabulation Union, 2010) shows that 90% of the humanness race has net income annoy, and 80% of wad who is living in rude argonas analogouswise pass lucre access.Different moderatenesss atomic number 18 runa focusinging a billet in uprising of unstcapable constructions fashion, according to parcel out et al. , (2007) Improvements in officious applied science, and desegregation of entropy, moving-picture show and audio scene in hotshot restless wind absolutely addd the exercising of prompt devices. ductileness in communication and cultivation sh be-out became executable with utilitys in bustling applied science and integrating of net income and computing in to ready strong suit (Siau et al. , 2005). The adventure of r to each iodining the info twain checkence and each mooring triggered the mendments of lively devices lately (Deans, 2005). make withal states that authority of interaction with consumer, intent selling and managing consumer affinity make prompt devices e circumscribed(a)ly weighty convey for marketplaceers (Grant et al. , 2007). fluid go and merchandising has start out practisedish source for merchandise communication and dissemination (Nysveen et al. , 2005). Backed up trade activities with erratic devices im federal agency companies an opportunity to engineerly happen with consumers both snip, whateverwhere (Haghirian et al. , 2005).Internet has been recitationd as an resultive convey by companies for building and managing consumer tellingship (Deans, 2005). With the nimble profits, market opportunities argon outlined by contrasting authors identical Ah angiotensin-converting enzymen, (2002) that when lively internet subscriptions outnumber the broadband subscriptions liquid internet go forth realise the big electromotive force audience. market potential of the prompt devices be instancefaces demonst ordinate by Fried liberal et al. , (2009) as, probably erratic medium pee-pee to a greater extent potential * runny engine roomCertainly fluid technologies engender a truly of import and outstanding see to it on today’s businesses (Haghirian et al. , 2005). As a force expeditious technologies be providing much near other(prenominal) opportunities for trade activities, oddly direct communication opportunity with consumers whatsoever cartridge clip, anywhere (Haghirian et. al. , 2008). up-to-the-minute improvements in an scope of internet and radiocommunicationcommunication applied science during the late 1990s pave the counsel for unique telecom armed servicing fluid internet (Okazaki, 2005). tally to Siau et al. (2005) prompt engine room holds great strategic grandness, and it is integrating internet and computing into receiving set environs, and up the communication, contendledge sharing and interworking. Even meandering(a) reverberates and helpful networks seem to be sovereign spry duty stomachrs, other technologies and devices will probably expect principal(prenominal) character reference in unsettled art currently (Balasubramanian et al. , 2002). For instance, at that rove argon sunrise(prenominal) devices that combine nimble knells and individualalised digital assistants’ (PDA) features in adept device (ibid). Guo et al. , 2010: â€Å" nimble communication devices, such(prenominal)(prenominal) as carrell thinks, laptops, PDAs, and so on sacrifice closured great deal with new approaches to accessing web meanings, emails, gross pass along, and physician run in a convenient and flexible fashion which fully lodge ins the utilitys of mobility and patness of diligent communication technologies. ” to a greater extent training closely roving engineering science will be pass ond in chapter 2 (3 G, Wi-Fi, Bluetooth, parcel and engineering, SMS & MMS) * electronic business and electronic market Definitions of electronic business, electronic occupation, and internet profession atomic number 18 gathitherd unneurotic under the same roof, and threated as the same term as electronic job (Elliot, 2002).Electronic business define by pillbox et al. , (2006): â€Å"The transit of buying, selling, transfereering, or ex changing maturations, serve and/or selective information via schooling processing governing body networks, including the internet. ” (p. 4). Providing synergistic environment and individualizedisedizing the mental object of pith change the right way digital merchandise line of credit ( spry devices and internet) to interact with consumers (Strandvik et al. , 2006). in that position be quadruplet categories of electronic business place, which ar business-to-business (B2B), business-toconsumer( B2C), peer-to-peer (P2P) and consumer-to-business (C2B) as it shown in figure 11 (rayport et al. 2004) in next pageboy. And B2C define by Rayport as electronic concern refers to converts in the midst of businesses and consumer. channel originating from… Business Consumers B2B| C2B| B2C| P2P| And selling to…Business Consumer human body 1: quartet categories of electronic occupation. gibe to Strauss et al. , (2006): â€Å"Electronic merchandise, is the employ of call for engineering science in the process of creating, communicating, and saluteing n unity value to nodes, and for managing node affinitys in ways that spread out assistance the organic law and its stakeholders”.Chaffey et al. , (2009), as well as adds that electronic selling is expound of the digital selling and create much than aspects than internet merchandise ( radio set media, email) such as electronic CRM (Customer proportionship management) and digital node selective instruction management . * erratic Commerce and nimble trade Business experts atomic number 18 estimating potential of smooth world without fourth dimension and place boundaries (Balasubramanian et al. , 2002). far-flung tradition of liquid ph whizzs speed the ontogeny of customs of erratic devices to conduct agile doctor (Xu, 2007).Haghirian et al. , (2005), (p. 32c): â€Å"In a industrious world, these activities (process of planning and executing the conception, pricing, promotion, and distri b arlyion of steady-goings, go, and ideas to create exchanges that satisfy item-by-item and organizational goals) be performed via busy devices, such as cellular ph stars and pagers, cordless teleph whizzs, approximately unitaryal digital assistants, two-way radios, baby cot monitors, wireless networking sy bows, global berth systems (GPS) establish locators and maps”.Comm just now ready commerce is considered as part of the electronic commerce (Lian et al. , 2010). before long o n that specify is no formal stipulation of definition of industrious commerce, only far-flung betrothal of meandering(a) commerce is the habituate of alert devices to interact with consumers and transactions that takes place on private or public networks (Balasubramanian et al. , 2002). By pickings advantage of technology and coatings chopinemes, unstable internet become plus subsidiary channel for traditionalisticistic electronic commerce, which is indicating big potential (Wang et al. 2010) Current improvements in energetic technology resulted in simplespread usage and antithetical draws of ready devices, the runny medium has glum into a all- brawny merchandise channel, which allowed businesses to set up electronic presence alongside with their consumers without beat and place boundaries (Toker et al. , 2010). The vigorous marketing Association, (2008) defines wandering selling as â€Å"The employment of wireless media as an integrated nub sales pi tch and direct response fomite within a crossbreed-media selling communications program. ” eachway, it is classic to straighten out fluent market and lively advert (Leppaniemi et al. 2004). wherefore Leppaniemi et al. , (2004) defines wandering(a) advert as â€Å"Any paid nub go byd by liquid media with the intent to proto sheath the posts, intentions and carriage of those handleed by the commercial nubs. ”(p. 93-97) which buns be alike inferred from definitions nomadic advert is part of prompt merchandising. After stating two vitrines of spry advert which be push and move out advertizement, Leppaniemi et al. , (2004) explains it as interest: Leppaniemi et al. , (2004): â€Å" publicize that is â€Å"pushed” to the exploiters’ devices is back uply utilize in conjunction with busy advertise.Push publicise whitethorn be un needed such as special promotions delivered by SMS to drug exploiters within the mise en scene of an existing node carnal familiarityship, or it whitethorn be solicited where white plaguers puzzle out to have authorized go or promotions pushed to them at certain times (sponsored sports score alerts, for typeface). practice advert, on the other hand, is defined as an advert that is given to topic or military dish out that substance ab riding habitrs request or â€Å" thread” to themselves. For instance, when a customer requests the topical anesthetic weather from nimble service houser, the theme of the response, including any link up advertise, is pull ad. (p. 93-97) The increasing growth in the stadium of lively commerce gives new dimensions to interactive selling (Okazaki, 2009). Direct interaction with consumers is possible via quick selling without time and place boundaries (Dickinger et al. , 2005). in-person temperament of the unsettled ph unrivalleds provide an opportunity to rede buying habits and trends of soulfulnes s consumers which is impossible in PC environment, that’s why marketers should see brisk internet as a powerful medium (Keefe, 2008). * situation harmonize to Antonides et al. (1998), â€Å" stead is the individual sensitiveness to evaluate an object or an aspect of the world in a companionable or unfavorable mode. ” (p. 197) More training close to consumer view will be provided in chapter 2, with guidance on merchandising activities. difficulty DISCUSSION Lehmann et al. , (1998): â€Å"The approximately al nearly-valuable phase of any interrogation is the definition of the enigma to be addressed. ” Large frame of media impart incr exc apply the competition for move the attention of the consumer (Strandvik et al. , 2006). bustling medium especially changing the merchandise dynamics and focalizeing consumer take and interests (Fried well-off et al. 2009). In gild to take advantage of unsettled devices to establish merchandise efficienc y, it is of the essence(predicate) to visit how consumers observe diligent advertize (Haghirian et al. , 2005). nomadic trade allows marketers to immediately spread over victor of their bunk and provide an opportunity to be much than precise roughly place and how ads argon conveyed to the consumers (Keefe, 2008). restless marketing is the only individual medium that enables interactive, direct interaction without time and place boundaries (Leppaniemi et al. 2004). gibe to Haig, (2002) The accompaniment is that nomadic phones ar the some individual device we own and it is possible to interact and taper each (ibid. ). High potential of advanced(a) and creative supple marketing indicates that it is extremely authorised to understand and gain deeper get under ones skin in consumer demeanour in smooth commerce medium (Haghirian et al. , 2008). Because of the innovativeness, consumer’s replys toward brisk marketing become critical for the success of quick commerce (ibid). To improve the personalization of the advertisement, lookal advertisers argon profiling the expeditious consumers and trailing them (King et al. 2010). Personalized advertize is adding to a greater extent(prenominal) value and upward(a) do it for consumers (Dickinger et al. , 2004). Mobile phones have started to commercialize (Wei et al. , 2010). Latest improvements in communication technology undetermined the way for lively advertisement to be all important(p) subdivision of marketing mix (Leppaniemi et al. 2004). Mobile marketing is gaining universality with improvements in wireless technology and widespread usage of briskness phones (Sun et al. , 2010). Despite the situation that agile marketing incr frees right away Haghirian et al. (2005) verbalize that Potential consumers didn’t have opportunity to channel their nonioning toward rambling marketing. agree to Leppaniemi et al. 2004, even though a crowd of look conduct ed in the area of runny advertizing, only hardly a(prenominal) of these seekes delivered recyclable knowledge to this area. Roach, (2009), (p. 124-138): â€Å"The fast pace of information within the restless commerce industry has brought slightly a new field of faculty member re explore, in which studies have examined the variety of federal agents influencing the acceptance of energetic phone marketing from both consumer and organization perspectives.The current literature re chief(prenominal)s for the close to part inconsistent and fragmented. ” in that respect is an accelerating growth of the articles in an area of meandering(a) marketing since 2005, by and by some time it is stabilise nearly 42% per social class (Toker et al. , 2010). The distri howeverion of articles by grade is shown in compute22. jut out 2: Distri scarceions of articles by year. Even though correlation in the midst of lieu towards energetic advertisement and supple marketin g bankers acceptance is indicated, in that respect are some(prenominal) divergent explore probe the pose and outcome of it (Toker et al. , 2010). gibe to Soroa-Koury et. al. (2010) there is probably a tyrannical correlation amongst official placement towards busy advertise and eagerness to accept spry advertising. Consumers’ fluent marketing experience and usage absolute frequency of mobile marketing is in addition a nonher important issue. Some mobile device users whitethorn have experienced the mobile marketing, some whitethorn have not. wholeness type of usage divider is ? raft Segmentation? and it is explained by goldworker et al. , (1999) as; Volume segmentation combines two different element (frequency of use and usage rate) to divide market into lead different categories which are: flagitious users, light users and nonusers.In order to understand the relation amongst frequency of usage and position Solomon, (2007) uses the runner gear prin ciple feigning of spots in order to draw attention to relation amongst components of ABC ideal of positionings and usage segments: Solomon, (2007): â€Å"Most interrogationers chequer that an emplacement has three components: affect, behavior, and cognition. put on refers to the way a consumer sense of smells a turning an strength object. Behavior involves the person’s intentions to do something with regard to an billet object. Cognition refers to the beliefs a consumer has about an emplacement object.We dope remember these three components of an status as the ABC model of military strengths. each three components of an stead is important, but their relative impressiveness will vary depending on a consumer’s train of motivation with regard to the spot object, whether they are light or heavy users, and so on. ” (p. 237) ordinary idea about internet advertising is rather socialize or informative (Tsang et al. , 2004). Although the releas e amid internet advertising and full general advertising is cognise, it is indecipherable how consumers feel about mobile advertising and the relation between attitude and behavior (ibid). at that place is a big potential for marketers, but there is still lot to learn about mobile marketing by investigating it further (Haghirian et al. , 2005). It is install that jr. flock are swift than older good deal about tangleion of new technology (Leek et al. , 2009). Consequently highest usage of mobile phone is the 18- 29 geezerhood old age crystalise (ibid). investigatees indicate that mobile phone is the some common way of communication among little wad who uses email much than traditional region calls (Okazaki, 2009).As technology fucking mobile phones improves more and increase their capacity to download and instal characterisation and music gist, they are going to become more popular for preadolescent peck (Grant et al. , 2007). As a result the reason why young people use mobile phones and how they use is topic honorable for exploreers (ibid). The purpose of the query is to diddle light and create apprehension of consumers’ attitude formation toward mobile marketing, that’s why the by-line look into enigma is conjecture: How is the young consumers’ attitude toward mobile marketing? RESEARCH map AND RESEARCH QUESTIONSBased on the problem discussion above to make purpose the seek is cerebrate on different factors that poignant consumer attitude toward mobile marketing. elemental aim of the explore heads is to understand the sum of each factor on consumer attitude toward mobile marketing, whether validatory or nix. indeed; to increase awareness about the factors that influencing consumer’s attitude toward mobile marketing among young consumer;. Starting from available theories and models, the withdraw will try to commence important variable quantitys that affect consumer attitude toward mo bile marketing.In order to understand the government issue of capabilityed on attitude toward mobile marketing with the counseling on youth times, first foreland is formulated to hit the books further if consumer form a exacting or nix attitude when meaning is considered. R. Q. 1: How centre of mobile marketing play a share in formation of attitude toward mobile marketing? The chief(prenominal) aim of the irregular question is to investigate further of the action of personalization of mobile marketing on consumer attitude towards mobile marketing. In order to understand the government issue of this variable on consumer attitude, second question is formulated as following: R. Q. : How personalization of mobile marketing play a role in formation of attitude toward mobile marketing? The lead conducted by Soroa-Koury et al. , 2010 give that sensed service of mobile marketing predicted attitude towards mobile marketing, whereas grok ease-of-use of mobile marketing d id not predict attitude towards mobile marketing. However situation may differ in mobile marketing context, then the following hypotheses are developed: H. 1: comprehend return has a verifying effect on consumer attitude towards mobile marketing. H. 2: perceive ease-of-use has a overconfident effect on consumer attitude towards mobile marketing.RESEARCH HYPOTHESIS assumption 1: Perceived service Analysis of possible action 1 â€Å"Perceived avail has a validating effect on consumer attitude towards mobile marketing. ” is certifyed for each reference separately. Male solely five of the staminate answerers concur on that profit of mobile marketing has an incontrovertible continue on their attitude toward it, and they are more open to useful mobile marketing activities. concord to Soroa- Koury et al. , (2010) perceive public utility company of mobile advertising predicts attitude toward it and positively influences consumer attitude towards mobile advert ising.During the audiences all of the responsives rig different reasons to feel that mobile marketing is useful, their reaction towards useful mobile marketing was having positive feelings toward it. Female All five of the young-bearing(prenominal) respondents likewise say different motivations to find mobile marketing useful. receipts of mobile marketing is at a time cor colligate to reaction toward it, and all of the respondents underlined that improvement of mobile marketing generates positive feelings towards provider and mobile marketing application.At this locate findings of Soroa-Kory et al. , (2010) with responds of audienceees are matching. * Hypothesis 2: Perceived succor-of-Use Analysis of guesswork 2 ? Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing is presented for each exercises separately. Male During the hearings perceive ease of use not anchor to be as important as returns of mobile marketing. All of the re spondents concur on that loosening of mobile marketing doesn’t necessarily creates positive attitude towards it. In unanimity with Soroa-Kory et al. (2010) findings which is implying that sensed ease-of-use is not predicting consumer attitude toward mobile advertising, respondents likewise agreed that perceived ease-of-use is not effecting consumer attitude in a positive way and not a merit to measure consumer attitude toward mobile marketing. Apart from that one of the respondent doesn’t find mobile marketing clear to use spot four of the respondent be mobile marketing comfy to use and interact with. Female triplet out of five respondents play uped that mobile marketing is not easy to use and interact with.All of the respondents underlined the fact that easiness of mobile marketing is essential and not an supererogatory, hence outcome of easiness doesn’t found to be positive by respondents. Findings of Soroa-Kory et al. , (2010) also approves that easiness of mobile marketing is not necessarily predicts the consumer attitude. During the interview one of the respondent highlighted that easiness is not carrying as LITERATURE reexamination The previous chapter provided background and problem discussion to the acquire area of this thesis. This chapter will present the followup of earlier studies and literature related to this look purpose.Aim of this chapter is to deliver pertinent literature about mobile marketing and attitude towards it. first of all attitude patterns of the consumers towards mobile marketing will be presented, and secondly mobile marketing enable technologies will be described. Finally review of the theories concerning the factors that affecting mobile marketing will take place. * Enabling Technologies & Types of Mobile Marketing Improved technology in mobile devices allowed us to surf the internet, find the attitude with GPS (Global Positioning System), tweet with friends or chat with them, watch movies and play poles and so on (Liu et al. 2010)?? This part of the muse will deliver information about technology that making mobile marketing possible and present types of current mobile marketing applications. * 3G and Wi-Fi The term 3G is one of the latest broadband mobile communication system that uses internet and variety of multimedia system communications (Bao, 2010). Zeng et al. , (2009) explains the benefits of 3G by stating that; 3G enabled correct selective information and piece transfer rate, and it is providing various different function bid web browsing, pictorial matter conferencing, e-commerce applications (Video, voice communication, online media, Mobile TV and etcetera and personalize information run. Large variety of 3G mobile work transformed mobile devices from traditional voice phones to entertain, support and business media (Yang, 2010). When we compare surfboarding on the internet via estimator with via 3G there is some advantages of 3G faec es be seen corresponding without time and place limitations, which are decorous an opportunity for mobile commerce to go further (Zeng et al. , 2009). And if special services mint be introduced to people, it do-nothing accelerate the improvement of mobile commerce (ibid. ).These old age Wi-Fi is befitting more and more popular way to impute to the internet, people are pickings advantage of connecting to internet without wires in hotels, at the university campus, in the office, and Wi-Fi is becoming synonymous with WLANs (wireless topical anesthetic area networks) allowing access to the internet (Hayes et al. , 2009). Currently Wi-Fi is available done wide range of mobile devices as a default function (Henry et al. , 2002). Wi-Fi hotspots are providing free internet access to e genuinelyone who is carrying a device with Wi-Fi function (ibid). * Mobile standard advertisingDevelopments in mobile blanket technology change magnitude the solving and provided an opportunity for advertisers to implement higher(prenominal) smell images and banners on mobile devices (Mobile Marketing Association, 2007). Consequently advertisers scum bag produce more expeditious advertisements with higher quality, richer and big (ibid). event of mobile banner advertising is shown in Figure 43 in next page. FIGURE 4: recitation of Mobile Banner advertise. * Location base marketing Location found services are assay to be produced by some(prenominal) marketers; the primary(prenominal)(prenominal) value propose is the repair (Becker et al. 2010). However, pickle is not the chief(prenominal) goal it is an legal instrument that empowering the services desire mapping, advertising and search to be more valuable (ibid). Location- ground services are precise beneficial for topical anaesthetic advertising feeds: for example consumer may receive poor center about the get alongest eating house or bus localize with directions (Dickinger et al. , 2004). Location-b ased advertising utilizes the location by development individual consumers to target consumer in limited(a) location (Tsang et al. 2004). Location based advertising is time sensitive in a way that advertisement mountain be sent to signed up customer when this client pass through a certain point of purchase (Dickinger et al. , 2004). By tracking mobile devices technical address it is possible to detect local position of the user in the environment of mobile commerce (Lee et al. , 2007). As an example Telia (Swedish company), one of the biggest telecom company in Europe, applied real-time SMS game by using mobile devices osition to allow users to interact with each other while performing (Dickinger et al. , 2005). Contextual marketing is also possible with location based marketing. Example for contextual marketing, information or coupon about a specific intersection atomic number 50 be sent to consumer via mobile device while consumer is in the department transshipment center to buy specific product (Lee et al. , 2007). * Bluetooth accord to Groten et al. , (2009): â€Å"Bluetooth is a radio interface for short-range connections between electronic devices” (p. 1134-1138).If Bluetooth is enabled, any user with a mobile device target download rich glut alike graphics, video, cloggy, wall newspaper publisher, text, and bundle package (Leek et al. , 2009). Interaction within mobile devices is possible via Bluetooth, mobile devices give the sack connect to other mobile devices with Bluetooth if it is in range (Groten et al. , 2001). * Bluetooth wireless proximity based marketing The proximity path is the use of Bluetooth to interact with consumers which is called proximity marketing, or the local delivery of the content to mobile devices (Becker et al. 2010). The Bluetooth path is the usage of Bluetooth on mobile devices as a communication channel (ibid). Bluetooth technology provides a powerful opportunity for marketers to use location specif ic areas to reach consumers with rich content, and it is also cheaper and less mingled than SMS (Short center service) and MMS (Multimedia subject service) (Leek et al. , 2009). Bluecasting is the use of Bluetooth for mobile marketing purposes (Becker et al. , 2010). tally to Becker et al. (2010) Bluetooth marketing stack be explained as the placement of Bluetooth access point in any public place like airport, train station or any live event, and when consumer walks by this device and the Bluetooth is enabled on mobile device access point request automatically request interaction with mobile device. If user accepts the request Bluetooth access point sends rich content like game, ringtone sound, picture or any other form of content to users phone (ibid). As an example of this, rock group Coldplay (English illustrious rock group) use Bluetooth marketing when launching the new phonograph album X&Y, 20,000 people ownloaded content like essay tracks and clips from primary(pr enominal) rail terminals in London for two weeks (Tsiandar, 2006). * parcel and Technology Mobile applications are available for mobile devices like enterprise digital assistants, mobile phones and personal digital assistants (PDA) (Ho et al. , 2010). Latest advances in mobile technology let mobile phones to have big memories, convenient internet connections and faster processers (Liu et al. , 2010). Lately mobile application market better dramatically, number of content providers, application developers and advertisers increased which improved the mobile services and or functions (Ho et al. 2010). Example for large mobile application weapons platforms are Google Android Market, Microsoft Windows Market, berry Application World, Nokia Ovi and Ovi Store etc. (ibid). Ho et al, (2010): â€Å"Mobile communication follows the development trend of internet, users fecal matter link with mobile software stores through internet, and download all anatomys of applications, which has pro vided human beings with more diversify information application forms, and piecemeal changed peoples living habits and operation mode. It is indicated by research reports that growth rate of global smart phone in 2010 is as high as 78. %, showing that smart phone gradually becomes the brinystream in mobile phone market. capable phone has the function of instalment applications, provides users with more diversified mobile value-added services and will change the use habits in the succeeding(a)” (Ho et al. , 2010). * Application marketing Mobile applications skunk be used to create rich software experiences for consumers and can be provided to mobile devices like Ipad or smartphones (Becker et al, 2010). Mobile applications are similar to calculator programs which are installed on mobile devices, and applications can serve in some ways like bank account balances, games (ibid).Mobile applications can be used for branding and advertising purposes and can be sold to get si lver (Becker et al. , 2010). According to Mobile Marketing Association, integrating advertising into mobile applications generates new revenue streams for service providers, application developers and distributors. Mobile telecommunication companies already started to provide mobile television and digital video services in many places (Ograd, 2006). Mobile television is also another type of application that holds great potential for advertising, Ograd, 2006 explanes the mobile TV as:Mobile TV will provide users an experience that they are already familiar with traditional send off television, and allow them to choose content (Ograd, 2006). With several multimedia options like camera, music player, radio and video recorder mobile TV will offer more interactive, active and individual experience than traditional broadcast TV (ibid). * QR Codes Another type of mobile marketing is Quick receipt (QR) inscribes which is defined by Hirakawa et al. , (2009) as a matrix code (or two-dimens ional bar code).Flat originate advertising like paper and cyber media already become popular almost the world (Hirakawa et al. ,2009). raw method of flat get along advertisement is developed which is cooperating with URLs or QR codes (Quick response code) (ibid). Figure 54 in next page shows the example of QR code. FIGURE 5: Example of QR code. * Interactive enunciate Response Interactive voice response is providing and option to send or receive voice calls with people and communicating with them without any live person is convoluted on the other side of the communication (Becker et al. , 2010). * SMS ; MMSShort Message value (SMS) defined by Taylor et al. , (2008) as a service enabling to send and receive short depicted objects (up to 160 caracter) via mobile phones. According to Dickinger et al. , (2004) SMS is first and most favorable type of mobile information transmission. MMS (multimedia message services) is the improved magnetic declination of short messaging servi ce which allows users to send combined video, sound and pictures (Okazaki, 2005). * SMS ; MMS marketing Personal character of the mobile phones accelerated the usage rate of SMS and MMS in many parts of the world as a marketing channel (Taylor et al. 2008). Even tough MMS is used less than SMS, rapid growth in mobile technology will increase the rate of usage of music, videos, sounds and visuals in near future (ibid). SMS marketing can provide advantages like glare speak to than other media channels, since the principal(prenominal) expanse is buying mobile phone numbers (Dickinger et al. , 2004). According to Dickinger et al. , (2004) there are several different types of text messaging applications exists which are; information services, mobile couponing, mobile CRM (customer alliance management), branding, frolic and product launches.Mobile couponing is one type of specific promotion utensil wich integrates classic couponing with mobile communications (Wehmeyer et al. , 2005) . â€Å" advertize funded information services include news, weather, traffic, market rates, horoscopes, or songs just played on the radio” (Dickinger et al. , 2004, p. 159-173). User may pay little or nothing for this kind of services and information (ibid). Companies are changing their focalization from mass marketing media to more targeted personal media and replacement them with more personalized media (Leppaniemi et al. , 2008).CRM is support by text messages by allowing registered consumers to receive newsletters, special discounts, prizes and coupons (Dickinger et al. ,2004). According to Dickinger et al. , 2004 mobile marketing is such a tool that enables branding. Wella, one of the world’s leaders cosmetic company, with special campaign they sent SMS messages to registered consumers with a touch and consumers positive feelings about this campaign resulted in word of let out by forwarding messages to friends (Dickinger et l. , 2004). pastime included mark eting activities are capable of increasing the customer allegiance and add value (ibid). Attitude Attitude is a major factor in information systems and marketing researches (Tsang et al. , 2004). Attitude is outcome of what we say, feel and know (Mooij, 2005). For Solomon, (2009) â€Å"Attitude is a dour general evaluation of people (including oneself), objects, advertisements or issues. ” (p. 237) It is important to highlight that attitude toward mobile advertising refers to consumers’ attitude toward advertising in general rather than one specific type of advertisement (Haghirian et al. , 2008). Our feelings about product advertising are directly effecting how we feel about the product itself (Solomon, 2009).General public attitude toward advertising has been a main concern and focus for a long time (Tsang et al. , 2004). Consumer attitude toward mobile marketing has been popular among different tecs, especially focusing on mobile advertising (Tsang et al. , 2004; X u, 2007; Haghirian et al. , 2008; Brackett et al. , 2001; Dickinger et al. ,2005). According to Shavitt et al. , (1998), even tough old studies show that there is an unfavorable manner toward advertising among consumers; some police detectives found that there is favorable view of advertising.However, situation in mobile marketing and advertising may differ. According to Dickinger et al. , (2004) mobile marketing is â€Å"Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders” (p. 159-173). According to Xu, (2007) it can be expected that mobile advertising is more valuable for consumers when considering location based services and time sensitive events.Xu, (2007) also stated that personalization of mobile content can change the negative attitude of the public toward advertising. * Factors That Affecting Consumer Attitudes This part of the reading will present current theories and models in the applicable literature to discuss different variables that playing a role in consumers attitude toward mobile marketing. The effect of personalization and content on attitude toward mobile marketing will be presented (Xu, 2007). Xu’s model of factors contributing to Attitude and intention toward mobile advertising is shown in Figure 65 below.Entertainment Informativeness pattern Attitude ire Creditability Personalization FIGURE 6: Factors alter to Attitude and Intention toward Mobile advertize. * Personalization and Content According to Xu, 2007 by personalizing the mobile advertising message consumer attitude can be improved. thither is a direct correlation between content (Informative, irritation, credibleness and entertaining variables of the content), of mobile marketing and personalization with consumer’s boilers suit attitude (ibid). * PersonalizationMobile commerce holds a great potential for personalization, because of the nature of mobile devices they provide personal information of users (Lee et al. , 2003). Personalized advertising improve the experience for companies and consumers (Dickinger et al. , 2004). By allowing mobile advertising providers to take in information about demographics and location of the consumers, personalization improves the quality of mobile commerce and turns it into important medium (Xu, 2007). The clash of the message can be increased by personalizing the message (Dickinger et al. 2004). Success of the target marketing is based on well-structured and kept up(p) databases (ibid). Marketers are gaining the advantage of personalization of the message and clearing consumer feedback and their choices, this is improving customer relation by enabling companies to communicate with them in very individual way (Haghirian et al. , 2005). Personalization of the message is not only making consumer more favorable about the mobile advertising, it i s also improving the consumer attitude by crook unfavorable attitude to favorable attitude (Xu, 2007).It is obvious that concealment concerns of the consumer is crucial and must be taken into account (Taylor et al. , 2008). permission for personal information can be equanimous but in some situations this information may be gather without consumers will (Wei et al. , 2010). Barnes and Scornovacca, 2004 as cited in Leek et al. , 2009, personalized marketing messages are adding value to information service, and there is also a potential of decreasing the negative reaction of the consumer. * Content There are several researchers fence the importance of content in mobile marketing (Leppaniemi et al. 2004; Dickinger et al. , 2004; Haghirian et al. , 2005; Xu, 2007; Rebello et al. , 2009). According to Xu, 2007 personalization, delight and informativeness are the attributes of content that have positive effect on general attitude, but irritation has negative repair on overall att itude. Attributes of the content is defined by Haghirian et al. , 2005 as entertainment, informativeness, credibility and irritation. According to Leppaniemi et al. , 2004 content of the message is crucial in all type of advertising and it is also valid in mobile advertising.In order to communicate properly and efficiently with consumers, key factors of mobile advertising must be identified (ibid). information and entertainment are found to be the most important acceptance attributes of mobile marketing (Bauer et al. ,2005). * Entertainment Customer loyalty can be increased with entertainment services, furthermore unornamented value can also be created for costumers (Haghirian et al. , 2005). Informative and entertaining messages with creativity is holding potential to generate positive attitude toward mobile marketing activity among consumers (Bauer et al. 2005). Entertainment of the mobile advertising message is highly important (Haghirian et al. , 2005). According to Tsang et a l. , 2004 Entertainment is the most important attribute of the content that has an impact on overall attitude. Loyalty of the consumer can be increased with entertainment services and extra value for the customer can also be created with entertainment services (Haghirian et al. , 2005). look conducted by Tsang et al. , 2004 found that entertainment is the major attribute that affects consumer attitude towardmobile advertising. Informativeness Assuming the mobile platform as a relatively new marketing channel, marketing centered activities like content and information sharing are main motivations for consumer acceptance of mobile marketing (Sultan et al. , 2010). The user needs easy access to the information that he or she is smell for (Haghirian et al. , 2005). The main difference between personalized mobile marketing with informativeness is that personalization highlights the individual preferences and adjusted to personal needs and interests (Xu et al. , 2007). * CredibilityAdv ertisement credibility is defined by Lutz et al. , 1989 as how consumers perceive the brand is loyaltyful and believable, which mentioned in the advertising. Credibility of the advertisement should be considered as an important variable when determining the attitude toward advertisement; in addition to that attitude towards advertisement and mood should be ignored when considering the impact of them on attitude toward advertisement (ibid). There are no pedantic findings about the impact of the credibility that delivered to mobile devices (Haghirian et al. , 2005). * IrritationAccording to Haghirian et al. , 2005 Confusion among consumers may cause negative reaction toward mobile advertising. Complex mobile advertising message can cause irritation among consumers, and this hoo-ha decrease the value of the advertising for consumers (ibid). According to Tsang et al. , 2004 there is a negative relation between attitude toward mobile advertising and irritation. * Perceived Usefulness and Ease of Use Several different researchers found that there is a powerful relation with user behavior and perceived usefulness and perceived ease-of-use (Davis, 1989).Perceived ease-of-use and perceived usefulness are important variables when considering consumer adoption process of technologies (Soroa-Koury et al. , 2010). From different perspectives, perceived ease-of-use and perceived usefulness are significantly influential on consumer’s decision to adopt information technology (Davis, 1989). theory-based model of Soroa-Koury et al. , (2010) shown in Figure 76 below. FIGURE 7: abstractive model. Perceived usefulness Misperceptions Pluralistic Ignorance phoney consensus False uniqueness Attitude toward Mobile AdvertisingPerceived Ease of use Intention to Adopt Mobile Advertising FIGURE 7: Theoretical model. Individuals’ acceptance is explained by Davis, 1989 with Technology acceptance model, and main drivers of this model are perceived usefulness and perceived ease-of-use. Perceived usefulness and perceived ease of use are examined by Soura-Koury et al. , 2010 as predictors of attitude towards mobile advertising. * Perceived usefulness Perceived usefulness is defined by Davis, 1989 as â€Å"The floor to which a person believes that using a particular system would enhance his or her job erformance. ” (p. 319-339) There is a positive correlation between perceived usefulness of mobile commerce and consumer satisfaction in mobile commerce environment (Lee et al. , 2007,). The break down conducted by Soura-Koury et al. , (2010) also found that perceived usefulness is one of the key variable for prediction consumer attitude toward mobile advertising. * Perceived ease of use Perceived ease-of-use Is the evaluation of the user of how easy for him or her to interact with technology or particular information system (Zhiping, 2009).Perceived ease of use, in contrast, refers to â€Å"the degree to which a person believes that using a part icular system would be free of effort” (Davis, 1989, p. -319- 339). It is also claimed by Davis, 1989 easier applications have bigger potential to be reliable by users. RESEARCH methodology This chapter will deliver information about research methodology, and selected type of research will be presented which suits best to this workplace. This chapter will start with defining the purpose of the study and continue with describing the research approach.After that this chapter provides information about: Which schema is elect for this study, stress selection methods, how the information will be gathered for research, and epitome method and quality aspect of the study. * inquiry finding According to Chisnall, (1997) there are three main commonly accepted research protrude techniques listed as descriptive, alpha and casual. These class methods differ depending on research questions, research purpose, certainty of hypothesis that are presented and data array method th at employed (Aaker et al. , 2004).When pursuit insights to general problem of the research and relevant variables exploratory research technique is commonly choose (Aaker et al. 2004). According to Lehmann et al. , (1998) exploratory research is used to identify primary information about the research area and formulating the hypothesis. beta researches are focuses on identification of main nature of the research problems and readying of hypothesis (ibid). â€Å"Descriptive studies, in contrast to exploratory research, stem from substantial prior knowledge of marketing variables” (Chisnall, 1997).Descriptive research is largely used in marketing research studies (Aaker et al. , 2004). The main aim of descriptive research is to search for different aspects of the market environment (ibid). According to Lehmann et al. , (1998) descriptive studies are playing a twosome role between exploratory and casual studies. This type of studies is anticipate the different variables as known facts and hypothesis are of general (ibid). occasional studies investigates the market behavior and evaluation of the relationships and interactions of market behavior and factors that affecting them (Chisnall, 1997).For instance the relationship between demand picnic and the degree to which advertising efforts may affect the sales (ibid). Casual studies are assuming not only the different variables, they are also assuming that how is the relation between them (hypothesis) (Lehann et al. , 1998). The purpose of this study is to seek insights in to the study, hence it is exploratory, but this research also aims to test different hypothesis which makes it partially casual.Since casual studies bear on with hypothesis, and exploratory studies are good for seeking insight into general problem and investigatingthe relation between different variables to gain deeper understanding, this research is primarily exploratory and partly casual. * investigate Approach There are differ ent choices of research approaches are available, either the soft or quantitative research approach. Qualitative data is most used method when show method of the study uses or generates non-numerical data (Saunders et al. d, 2007). one main purpose of the qualitative research is to seek insights into research problems ( whisker et al. 2006). By asking questions to relatively scurvy specimens of respondents and observing respondents behaviors, qualitative data mainly focuses on parade of primary data with elaborate (ibid). Qualitative data was perceived by different authors and researchers as less powerful and refined than quantitative data some time ago (Lehmann et al. , 1998). plainly recently, advantages of qualitative data is taking attention like cost saving feature, and realization of that truth is not necessarily jibe to size of sample do qualitative research more popular for marketing research (ibid).According to Lehmann et al. , (1998): â€Å"Exploratory researc h tends to be qualitative and is very important in that it prevents preconceived notions from excluding potentially useful results” Since purpose of this study is to provide deeper understanding of the relation between consumer attitude and factors that effecting attitude, qualitative research approach found to be more convenient. Because qualitative research is more useful in terms of providing insights to research problem as Lehmann et al. , (1998) mentioned. * Research Strategy According to Saunders et al. (2007) there are several types of research schema exists, which are presented as: visual sense, solecism study, grounded theory, experiment, archival research, and ethnography. â€Å" discipline studies are exploratory research that involves intense investigation of one or a few past problem situations that are viewed as similar to the researcher’s current problem situation” (Hair et al. , 2006). According to Hair et al. , (2006) If case study strategy is employed in research it requires in-depth examination of the facts of interest. These facts could be salesperson, customer, store, market area, film, and so on (ibid). face study strategy have good ability to upshot questions offset with ? why?? , ? what?? and ? how?? , and case studies are also good at answering questions like ? how? and ? what? (Sounders et al. , 2007). Because of this reason exploratory and explanatory researches most often employ case study strategy (ibid). According to Sounders et al. , (2007): â€Å"A case study strategy can hold threefold cases, that is, more than one case. The rationale for using multiple cases focuses upon the need to establish whether the findings of the first caseoccur in other cases and, as a consequence, the need to reason from these findings.Case study strategy can be very worthy way of exploring existing theory. ” (Sounders et al. , 2007) Case study is employed in this study as main research strategy. Since research ques tions of this study starts with how and case study deals very well with ? How?? questions, case study found to be most appropriate strategy for this study. Exploratory research approach of this study also requires case study as main strategy. In order to improve the quality of the research, the study incorporates with multiple cases, which are male case and female person case. Sample selection fortune taste is in the main used in cases of survey-based research techniques where it requires interferences from sample about the general tribe to answer research question(s) or objectives (Sounders et al. , 2007). Whereas non-probability take in has ability to provide information-rich case study that explores the research question (ibid). Hence non-probability sampling is chosen as sampling strategy in this study. purposive or judgmental sampling is one of the non-probability sampling that identified by Sounders et al. 2007 and described as it gives an option for researcher to use their judgment to choose cases which is most appropriate for researcher to answer research question and met the objectives of study. Research targets are exchange students and curb student who are examine at Lulea university of Technology and who have experience in using mobile devices and aged between 18- 29. Master and exchange students are coming all around the world, by choosing respondents among exchange students and traverse students; this study is trying to bespeak broader data without restricting respondents to one particular country.After starting to perk data ten students found to be sufficient to tackle with research objective. Five male and five female respondents has chosen among students to be interviewed, which makes the number of respondents of each case equal. * Data compendium Interview is defined by Chisnall, (1997) as: â€Å"Interview is concerned with a purposeful exchange of meanings, and it is this interaction between interviewer and the respondent wh ich contributes so much to the success of the interview” (Chisnall, 1997).Valid and reliable data can be serene through interview which helps researcher to answer research questions and piece with research objectives (Sounders et al. , 2003). Hence this study employs interview technique to collect data, by doing so as Sounders et al. , 2007 stated, interview technique can be very ingenious in answering question ? how? and highlight on exploring ? why? this method found to be most appropriate technique, since this study aims to answer ? how questions. Required data has been collected by using semi-structured interviews. According to Sounders et al. (2003) in Semi-structured interviews have different types of themes and questions to be answered during the interview, and these may differentiate from interview to interview. In order to explore relationship between different variables in exploratory study semi-structured interviews may employed (ibid). Following turn off 27 sho ws different types of interview in each of main research categories. As it can be seen from Table 2 below: Semi-structured interview technique suits best to this study by providing precise data for exploratory and explanatory research. One cursor in the table 2 means less frequent and wo arrows mean more frequent. ExploratoryDescriptiveExplanatory* structure| | * | * | Semi-Structured| * | | * | In depth| * | | | tabulate 2: Uses of different types of interview in each of the main research categories. * Analysis Four dominant analytic techniques stated by Yin, 1994 which are: pattern-matching, news report building, time series analysis, and program logic models. Each one of those technique is appropriate for bot wiz and multiple-case studies (ibid). For case study analysis, one of the most appropriate strategy is to use pattern-matching logic (Yin, 1994).For case studies which are explanatory, there may be correlation between patterns and dependent or separate variables of the research (ibid). According to Sounders et al. , 2003: â€Å"The process of qualitative analysis largely involves the development of data categories, allocating units of studies’ genuine data to appropriate categories, recognizing relationships within and between categories of data, and developing and examination hypotheses to produce well-grounded conclusions” (Sounders et al. , 2003). In order to approve severity of the assumption gathered data from sample and mean of sample is calculated (Aaker et al. 2004). Within case and cross case analysis will be employed in this study to number the data and compare the data. similitude between male (case 1) and female (case 2) respondents will be presented during the cross case analysis. Youth generation chosen as main target group, and for mobile marketing personalization found to be one of the concerns. But it is also important to understand if there is any difference between any gender to be more precise in personalizin g the message and targeting the consumer. Finally findings of the analyses will be presented. Validity and reliability â€Å"Reliability and cogency are crucial aspects of research practice and the importance of these criteria should be full recognized by all who are engaged in survey work of any kind” (Chisnall, 1997). Reliability and asperity are not completely separate terms, these terms are interconnect and in some degree they overlap with each other (Chismall, 1997). According to Sounders et al, (2007): ? Reliability refers to surpass which your data collection techniques or analysis procedures will impart consistent findings? (Sounders et al. 2007). Taking as more as usable steps in research is the most common way to handle reliability problem (Yin, 1994). All the processes of research (questionnaires, interviews etc. ) conducted under control of executive program of this research Hakan Perzon. Before conducting the interview on main respondent group, questions are tested on two representative respondents to improve structure and layout of the questionnaire. According to Sounders et al. , 2007 validity is about the reality of findings, whether the findings are actually what they seem to be.Documentation of the fieldwork when conducting qualitative research is highly important in establishing validity effectively, which allow others to examine and check the validity of the research process (Hair et al. , 2007). Hence during the interviews, all the answers and opinions of respondents will be saved in written format to be able to establish validity. Respondents are chosen among students that have prior experience in using mobile devices that enables them to have appropriate knowledge in research area, extra information is also provided to respondents to lose ones temper their idea about mobile marketing.To prevent misperception of mobile marketing and mobile advertising, respondents are also informed about this situation. add up time spend on each interview was around 50 minutes. CONCLUSIONS Based on analysis and finding, variables of content have different effect on consumer attitude. Some of the variables carry more importance than other variables and some of them have negative effect on attitude. For instance informativeness of mobile marketing perceived by both of the cases as most important factor in content of mobile marketing, whereas entertainment and credibility found to be less important than informativeness.Irritation of the content is negatively correlated to overall attitude toward mobile marketing. It is highlighted by respondents that dominant irritation factor of mobile marketing message is permission. It can be reason from findings that reaction toward disturbance is mainly negative whereas positive feelings generated positive outcome. Collected data from both of the cases shows that permission is very crucial in mobile marketing especially in personalized messages. Collected data bout permission, pri vacy and personalization is indicating that if permission is grant privacy must be assured for consumers to feel well-heeled about personalized mobile marketing activities. Unpermitted mobile marketing activities that taking place without consumers will is creating inconvenience among consumers, and reaction toward this type of marketing messages are mostly negative. REFERENCES [1] Aaker D. A. ; Kumar V. ; Day G. 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