AN ANALYTICAL STUDY ON INFLUENCE OF AGE OF THE CONSUMERS ON MARKETING THROUGH MOBILE PHONE

Abstract

Mobile phone penetration is taking place in every nook of India. The quantity of applications has grown in recent years. In India, there are over 900 million cell phone subscribers, and this figure is expected to rise in near future. The main reasons for this growth in Smart phones include lower handset costs, inexpensive mobile network charges, quicker bandwidth, and improved connection. The main aim of the study is to analyze influence of age of the consumers on marketing through mobile phone. The research concluded that there was a link between age and total impact on marketing through mobile phone and mobile banking perks revealed that there was a link between them. And most respondents aged 50 and up either disagree or strongly disagree that they profit from marketing via mobile phone or mobile banking. The study will help analyze the role of Marketing through Mobile phone and Mobile Banking on various behaviour of the banking consumers cross referencing it with age factor.