IMPACT OF MOBILE PHONE MARKETING ON DECISION MAKING PROCESS OF BANKING CONSUMERS

Abstract

Marketing through mobile phone is one of most recent direct marketing promotional methods that are gaining popularity1among marketer due1to numerous benefits that it provides to both potential consumers & businesses. Today, a big portion of population accesses the internet via mobile device rather than laptop or desktop. The portability feature of1a mobile phone allows a user to connect1to internet from anywhere & at any time. The main aim of this study1is to understand the impact of mobile phone marketing on decision making process of banking consumers, this research was conducted in the Navi Mumbai area. The data were acquired using stratified random sampling, with the researcher forming the strata, i.e. Navi Mumbai. The research concluded that there was an impact of Marketing through mobile phone on the decision making process for purchase of Banking products on banking consumer.