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The principal authors S. M. Shahedul Alam, Research fellow, Faculty of Business Studies and Md. Nekmahmud Argon, BBA student, Department of Marketing, Begum Rokeya University, Rangpur, Bangladesh has conducted this research work under the supervision of Assistant Professor Sheikh Majedul Huq, the Department of Marketing, Begum Rokeya University, Rangpur, Bangladseh.
Now a days cell phone is becoming more popular and user friendly device due to its convenient using and availability of low cost to communicate with all classes of people.
The main objective of the study is to investigate the customer’s attitude towards mobile advertising in Bangladesh. Researchers try to find out the customer’s attitude based on five (5) factors, i.e. entertainment, information, credibility, irritation and incentives. Through which marketers can scan the real scenario about the customers’ attitude towards the mobile advertising. This paper makes capable enough to take proper decision about effective communication and advertisement which can ensure its long term sustainability in the competitive business world. According to The Mobile Economy Report 2015, the mobile industry continues to scale rapidly with a total of 3.6 billion unique mobile subscribers at the end of 2014. Half of the world’s population now has a mobile subscription up from just one in five 10 years ago. An additional one billion subscribers are predicted by the year 2020, taking the global penetration rate to approximately 60%. There were 7.1 billion global SIM connections at the end of 2014, and a further 243 million machine-to-machine (M2M) connections. As per the information of Bangladesh Telecommunication Regulatory Commission (BTRC), the total number of mobile phone subscriptions has reached 124.705 million at the end of April 2015.
Researchers also found out that company taking permission from only 17% of respondents sending mobile advertising. 53.1 % of respondents experienced that they have got discounts or coupons message through mobile advertising. 51.5% of respondents have high involvement with mobile advertising. The study also exhibits that only 23.1% of respondents are often used mobile advertising for their shopping purpose. Most of the customers would like to receive mobile advertising in the morning and night. 67.7 % of respondents are showing their concern that they want to receive three or more messages in a day.
The authors suggest that Advertising content, format and structure must be accurate, attractive and accepted by the target audience or receiver of mobile advertisers. Those clarified mobile advertising and communication decisions help to improve advertising efficiency resulting with high sales volume and strong customer relationship.
Md. Nekmahmud, BBA Student, Department of Marketing, Begum Rokeya University, Rangpur, Bangladesh.
S. M. Shahedul Alam, Research fellow, Faculty of Business Studies, Begum Rokeya University, Rangpur, Bangladesh.
Supervisor & corresponding author:
Sheikh Majedul Huq, Assistant professor, Head of the department of Marketing, Begum Rokeya University, Rangpur, Bangladesh.
A paper about the study appeared recently in International Journal of Business and Economics Research.