Consumer attitude towards mobile advertising and its impact on consumers' behavioural Intention - a case study in Coimbatore City, India

Mobile marketing has been considered a new form of marketing and provided new opportunities for companies to do businesses. Marketing activities conducted via mobile devices enable advertisers to directly communicate with potential customers in a fast speed and regardless the geographical location. Mobile advertising has been recently referred as one of the best means to cut through the clutter and interact directly with the consumer. Hence, with the trend toward direct, one‐to‐one marketing, more attention is being paid to the use of the mobile channel as a means of effectively advertising to consumers. Indian mobile market is one of the fastest growing markets due to the increase in the number of middle-income consumers, and is forecasted to reach millions of users in the next decade. Thus, research on mobile advertising would impact greatly on the way business is done. This study examines the attitudes of consumers in Coimbatore city (India) toward mobile advertising applications which have been introduced or about to be launched in the near future when companies understand the importance of mobile advertising and invest more in developing and adopting mobile marketing applications. To make it more precise, this study aims to explore the relationship between the attributes of customers who use mobile phone and their behavioural intentions. A total of 189 valid responses were received from a survey in Coimbatore city. The results revealed that there exists a positive relationship between the attributes of customers using mobile phones and their behavioural intentions.