Consumer Responsiveness towards SMS Advertisements and Its Effectiveness in the Present Scenario

Authors

  • B.S. Hundal Reader, Department of Commerce and Business Management, GNDU,Amritsar.
  • Saurabh Grover Research Scholar, Department of Commerce and Business Management, GNDU,Amritsar.

Keywords:

BulkSMS services, Informative and Promotional SMS, DND service

Abstract

SMS marketing is being used by eve,y type of business organization regardless of the size and popularity of business. Bulk SMS services have become one of the most modern and proven marketing tools for enhancing the brand name. An attempt has been made to study the perception of consumers towards SMS Advertisements and effectiveness of the SMS advertisement programmes from the view point of organized retail sector. Factor analysis and cluster analysis has been used to interpret the problem in a more comprehensive way. It has been found that these advertisements are really effective in increasing the sales of the firm and people have positive outlook towards the same.

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Published

2011-12-18

Issue

Vol. 5 No. 2 (2011): Gyan Management Journal, (Jul-Dec) 2011

Section

Articles

License

Copyright (c) 2022 Gyan Management Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Hundal, B., & Grover , S. (2011). Consumer Responsiveness towards SMS Advertisements and Its Effectiveness in the Present Scenario . Gyan Management Journal, 5(2), 81–90. Retrieved from https://acspublisher.com/journals/index.php/gmj/article/view/722