An Exploratory Study to Gauge the Youth’s Perception about the Usage of Mobile Apps for Shopping
Neha Gupta1, Deepali Bhatnagar2
1Neha Gupta, Research Scholar, Amity Business School, Amity University, Jaipur (Rajasthan), India.
2Dr. Deepali Bhatnagar, Associate Professor, Amity Business School, Amity University, Jaipur (Rajasthan), India.
Manuscript received on 15 June 2019 | Revised Manuscript received on 11 July 2019 | Manuscript Published on 17 July 2019 | PP: 425-436 | Volume-8 Issue-1C2 May 2019 | Retrieval Number: A10700581C219/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The present study focuses on the perception of youth towards mobile based applications especially towards how useful they find this new app-based marketing especially in terms of usefulness towards various segments and how likely they find marketing and promotional messages helpful in making purchasing decisions based on regional and gender differences. For this, a sample of 120 respondents was selected from Delhi and Jaipur cities. Among each group 30 were males and 30 were females from each city. Perception of consumers towards mobile marketing app was measured using Structured Questionnaire, it measures two dimensions namely perception related to individual factors and perception towards marketing messages. The calculated alpha reliability of the scale is found to be .906 and split half reliability is .947. The content validly was found to be high. Findings of the study reveal that individuals from Delhi consider mobile shopping apps as more time saving as compared to an individual from Jaipur. Whereas no difference was found among individuals from Delhi and Jaipur on the purpose of use, stress, and privacy-related concerns. Males scored higher on perception towards mobile marketing apps on the measures of the purpose of use, significantly differs from that of females, no significant gender was the difference found on perception towards time-saving, privacy and overall individual factors. The regional difference was not found on the perception towards the quality of content, quality of services and relevance of marketing and advertisement related messages. The perception towards the quality of the content of mobile app-based messages differs, male’s perception was more favorable as compared to females, whereas no regional difference was found on the measures of quality of services and relevance of marketing and advertisement related messages overall measures of perception towards marketing messages.
Keywords: Consumer perception, Gender Differnces, Mobile-based Marketing and Regional Differences.
Scope of the Article: Mobile Agents