Project Topics Seminar Topics Nursing School Past Questions Sign Up
Search Topic
PARKLYN
ERVICES
 · RC: 2994849
Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions

Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions

@SparklynServices
WhatsApp Channel

DEDICATION

This research material, titled “Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions” is dedicated to God for His boundless grace and guidance. It is also a tribute to all computer enthusiasts whose contributions made my research journey smoother and enriched my documentation process, making the experience truly fulfilling.



ACKNOWLEDGEMENT

I am profoundly grateful to everyone who contributed to the successful completion of this project. I am especially grateful to my Supervisor (Name), the Head of Department (Name), and the Lecturers in the Department of Business Administration and Management (BAM) for their invaluable guidance and support. I also acknowledge the contributions of authors and scholars whose works on Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions provided essential insights. Special thanks go to my study area (and any funding organizations, if applicable) for their financial assistance. I am equally thankful to stakeholders, including mentors, teachers, and colleagues, for their encouragement and support. Finally, I deeply appreciate my family and friends for their patience and unwavering support throughout this journey. Your contributions have been instrumental in making this research a reality.



TABLE OF CONTENTS

PRELIMINARY PAGES

CHAPTER ONE

INTRODUCTION

    CHAPTER TWO

    LITERATURE REVIEW

    • 2.1 Introduction
    • 2.2 Conceptual Review
    • 2.3 Theoretical Framework
    • ⋮
    • 2.4 Empirical Studies
    • 2.5 Research Gaps
    • 2.6 Summary of Literature Review

    CHAPTER THREE

    RESEARCH METHODOLOGY

    • 3.1 Introduction
    • 3.2 Research Design
    • 3.3 Population of Study
    • 3.4 Sampling and Sampling Technique
    • 3.5 Validation of Research Instrument
    • 3.6 Method of Data Collection
    • 3.7 Method of Data Analysis
    • 3.8 Questionnaire Administration
    • 3.9 Ethical Consideration
    • 3.10 Statistical Analysis

    CHAPTER FOUR

    DATA ANALYSIS, RESULT AND DISCUSSION

    • 4.1 Introduction
    • 4.2 Presentation and Analysis of Data
    • 4.3 Re-statement of Research Questions
    • 4.4 Test of Hypotheses
    • 4.5 Discussion of Findings

    CHAPTER FIVE

    SUMMARY, CONCLUSION AND RECOMMENDATION

    • 5.1 Introduction
    • 5.2 Summary of Findings
    • 5.3 Conclusion
    • 5.4 Recommendation
    • 5.5 Suggestion for Further Study

    REFERENCES

    APPENDIX A - “QUESTIONNAIRE”


    ABSTRACT

    Advances in Information and Communication Technologies are not only offering new marketing channels of communication and interactivity to companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users in organized institutions in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to identify the effect of marketing messages on purchase behaviour and to examine consumer factors that significantly influence attitude towards mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questions. This study was anchored on three theories: learning theory, involvement theory, and theory of reasoned action. The study employed cross-sectional survey design and the data required for this study were gathered using a structured questionnaire. One thousand two hundred (1200) copies of the questionnaire were administered to University students and employees in selected organisations. One thousand and forty three (1043) copies were retrieved out of which One thousand and twenty (1020) copies were used for analysis. Validity and reliability of the research instrument was carried out using composite reliability, content and construct validity. Multi-stage sampling and systematic random sampling techniques were used to select the respondents for this study.

    Multiple regression was used to test the stated hypothesis with the use of structural modeling technique. The first hypothesis revealed that there is a significant positive effect of marketing messages on consumer attitude (C.R values were greater than 1.96 and P values less than 0.05). The second hypotheses revealed that consumer attitude towards marketing messages have a positive influence on purchase behaviour (C.R values were greater than 1.96 and P values less than 0.05). The third hypothesis revealed that there is a significant positive effect of marketing messages on purchase behaviour (C.R values were greater than 1.96 and P values less than 0.05). The fourth hypothesis tested revealed that there is a significant influence of consumer factors (except for innovativeness, existing knowledge and social norms) on attitude towards marketing messages (C.R values were greater than 1.96 and P values less than 0.05).

    Based on these findings, the study recommended that:

    • Mobile marketing managers should determine target customers and understand their demographic characteristics in order to develop successful mobile marketing programmes and strategies;
    • Marketing messages should be personalized to consumer needs in stimulating positive attitude and response towards the advertised product/service;
    • Marketers should frequently communicate with their customers in order to build customer loyalty;
    • Organizations and advertisers should seek consumers consent before sending them marketing messages, as mobile phones are considered personal assets to the owners;
    • Organisations should ensure that their marketing messages are creatively designed in order to yield value to the consumer.

    Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions

    CHAPTER ONE

    1.1 Introduction

    … As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of technical terms.…

    CHAPTER TWO

    2.0 Literature Review

    2.1 Introduction

    This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …

    Procedure for Accessing and Downloading the Complete Material in PDF or DOCX Format

    Above is a preview excerpt of the full study on “Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions”. The complete material, including all five chapters, is available for download upon request.

    To obtain the complete research material content, simply place an order by paying the specified project or seminar fee using the account details or electronic payment (E-payment) system provided below.

    Seminar Material
    ₦3,000    		Project Material
    ₦5,000

    For Mobile Money (MoMo) and Researchers Outside Nigeria, Kindly Request Complete Material via WhatsApp.

    Account Details - For USSD / POS Transfer

    ACCT NAMESPARKLYN SERVICES
    Zenith Bank PLC1222599051
    MoniePoint (MFB)8030511988
    Paycom (OPay)8030511988

    –– or ––

    After payment, send message containing your payment receipt to Sparklyn Services with the phone number displayed below.

    Once payment is confirmed, the complete document will be delivered via WhatsApp or email in Microsoft Word (MS-Word) format.


    You can get more research topics on Business Administration and Management, if you did not see your preferred topic from the alternate list above.

    Defense Procedure for Business Administration and Management Researchers

    In preparation for defending a project or seminar on Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions, it is imperative that as a nursing student, you demonstrate comprehensive knowledge of your research. The defense process is structured to include presenting your work, answering questions, and illustrating its pertinence. Initially, provide a succinct yet thorough introduction to your research topic, emphasizing its importance and the objectives, ensuring that both the audience and the External Examiner can understand the scope of your study.

    Prior to your defense, be thoroughly acquainted with your research abstract and the critical elements of Chapter One, including motivation for embarking on this research, problem statement, objectives, and significance. In Chapter Two, be ready to cite at least two references from the literature review. For Chapter Three, you should be equipped to discuss the methodologies, tools, and techniques utilized. In Chapter Four, defend your research by justifying the findings and linking them to your research objectives.

    Conclude your defense by succinctly summarizing the study and offering insightful, evidence-based recommendations. A professional dress code, such as wearing a suit and tie, is vital to create a favorable impression and elevate your presentation.

    During the question and answer segment, the External Examiner may pose questions pertaining to your research. If confronted with a challenging or irrelevant question, respond diplomatically with, “Sorry, Sir/Madam, the question asked is beyond the scope of my study.” Whenever possible, direct your answers back to your research findings to reinforce your expertise.

    Page Content Headings - Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions
      Download Material (Docx)