The project talk about the impact of mobile marketing on consumer’s buying behaviour. It talks about how people are becoming techno savvy, and how mobile is becoming a necessity for the consumers. There are two types of mobile marketing, Push marketing and Pull marketing. We discussed both of them in detail in the project.

Then we also discussed about how e–commerce companies are using mobile marketing as a tool to reach out to consumers.
The project also talks about how various Indian e-commerce companies such as snapdeal, jabong and myntra have been using mobile marketing and how did it help them. With the help of survey, in-depth interviews, focus group discussion, we got to know which age group, gender and people belonging to which category of city purchases the most online.

The whole project focuses on 3 main objectives:

  • Study the growth of e-commerce mobile marketing in context of fashion products in India.
  • To understand how consumers perceive mobile marketing in their day to day lives.
  • To analyse what is the impact of mobile marketing on consumer buying behaviour.
  • A proper analysis was done for all the objectives.