CHAPTER-6-DATA ANALYSIS AND...

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6.0 Summary of Analysis

6.1 Number of SMS received and send

6.2 Activities and usage associated with SMS advertisement

6.3 Relationship between motives for SMS advertisement and

attitude toward SMS advertisement [Correlation analysis]

6.4 Consumers’ perception about SMS advertisement

6.5 Attitudes toward SMS advertisement

6.6 Score of overall opinion about SMS advertisement

6.7 Information received for products and services from SMS

advertisement

6.8 Impact of demographic factor on effectiveness’ of SMS

advertisement

6.9 Hypothesis testing

6.10 Regression analysis

6.11 Analysis based on market segment & CHAID - [Chi-squared

Automatic Interaction Detector] Application

6.12 TURF ( Total unduplicated reach & frequency )

References

CHAPTER-6-DATA ANALYSIS AND INTERPRETATION

CHAPTER-6-DATA ANALYSIS AND INTERPREATATION

PhD Thesis PRASHANT AMIN PAGE NUMBER-179

Summary of Analysis

Sr

No

Research

Objective

Questions in Research Instrument Construct Statistical

Analysis

1 Users or Not Since how long do you use Mobile phone? Frequency

Analysis with

Graphical

representation

2 User's activity

for SMS

Advertising

How many Numbers of SMS messages do you

receive per day?

3 Do you receive any advertisement through SMS

on mobile?

4 What do you do when you receive SMS

advertising messages?

5 What type of SMS would you like to receive?

6 To understand

Attitude

toward SMS

Advt.

SMS advertisement interrupt my normal use of

the Mobile phone

Attitude

toward mobile

Advertising in

General

Factor

Analysis and

Hypotheses

Testing with

Chi Square /

ANNOVA /

Correlation

Analysis /

Regression

with different

Construct

7 I like getting SMS advertisement via mobile

phone

8 Getting advertisement through SMS is good

9 I think SMS advertisement is reliable

10 I can get useful information from SMS

Advertisements

11 Consumer

Perception

Becoming skilful to SMS advertisement is easy Perceived ease

of Use 12 Receiving SMS advertising easy

13 SMS advertising is easy to use

14 Getting timely information from SMS

advertising is easy

15 Learning from SMS message is easy

16 SMS advertisement is credible

17 SMS advertisement is useful for daily life Perceived Use

18 SMS advertisement is informative

19 Receive SMS advertisement make shopping

easier

20 Consumer

Responsiveness

to SMS Advt.

I use SMS advertisement as a reference for

purchasing

Credibility

21 I trust SMS advertisement

22 To understand

Motive

SMS advertisement fun to use Entertainment

23 SMS advertisement exciting and interesting

24 I feel that receiving SMS advertisement is

enjoyable and entertaining

25 I feel that receiving SMS advertisement is

pleasant

26 I feel SMS advertising is not boring

27 I like to take chances for SMS advertisement

than other Adt Media

Innovativeness

28 I like to experiment with new way of doing

things



29 SMS Advertisement is informative good source

of product information

Informativeess

30 SMS Advertisement supplies relevant product

information

31 SMS Advertisement help me decide what to

buy

32 SMS advertisement good source of information

33 User's Activity

& Perception

SMS advertisement is cumbersome Irritation

34 SMS Advertisement is annoying

35 SMS Advertisement is irritating

36 Perception SMS advertisement is less innovative Customer

Perception

about SMS

Advertising

37 SMS advertisement does not suit personal need

38 SMS advertisement relayed at wrong time

39 I clutter as a result of too many ads

40 SMS advertisement caused disturbance at work

41 SMS advertisement junk ads without going

through it

42 Time consuming to go through SMS Ads

43 I recall brands advertise thorough SMS

advertisement

44 Attitude

toward SMS

Advt.

I enjoy receiving SMS advertisement Overall

Opinion about

SMS

Advertising

45 I find SMS advertisement relevant

46 I feel irritated to get SMS advertisement

47 I benefit from SMS advertisement giving

promotional announcements

48 I believe in SMS advertisement message

49 I think SMS advertisement is convincing

50 I feel SMS advertisement is disturbing

51 I consider SMS advertising not silly

52 I like SMS advertisement because I have

control to receive or not

53 I fear that once I opt in SMS service, I will get

spam messages

54 I welcome permission based SMS

advertisement

55 I consider SMS advertising of instructive nature

56 I feel SMS advertisement give clear message

57 I feel SMS advertisement messages are not

pointless

58 I think SMS advertisement is worth

remembering

59 I think SMS advertisement is not easy to forget

60 Overall, I like SMS advertisement

61 Responsiveness

to SMS Advt.

I like to take advantage of SMS advertisement Receptiveness

of SMS 62 I would like to improve knowledge



63 I would like to use for product recall advertisement

64 Would like to use for special promotions

65 Invasion of personal space

66 Marketing related to promotional scheme, are

more interesting

67 Incentives positively inclined customers

towards mobile based SMS advertising

messages

68 I am interested in participating in SMS

advt.campaign

69 I am interested in participating in SMS

advt.campaign

Acceptance of

SMS

advertising 70 In future, I will use text message mobile advt.

Services

71 Attitude

Toward use of

SMS Advt.

There is risk of misuse of personal data due to

use of SMS advt. & advt. service

Privacy

72 I believe that SMS advt.increase risk of

unwanted messages

73 An important problem linked to SMS advt.is

loss of privacy

74 Effectiveness of

SMS Advt.

I would like to use SMS advt. for various

services

Intention to

Use

75 I would recommend to see SMS advt.t to my

friends

76 Effectiveness &

Consumer

Responsiveness

of SMS

Advertisement

Products Product &

Services

known from

SMS Advt.

and used or

may willing to

use in near

future

Frequency Analysis for

Products & Services +

CHAID Analysis to

identify segmentation for Particular

Products & Services +

TURF Analysis to identify and

know GRP ( Gross Rating

Points ) of SMS Media

Book Cinema / Theatre tickets through SMS

Book Travel Tickets through SMS information

Buy Electronic Product:SMS Adv information

Make micropayment in shop or elsewhere

Received and read news through SMS

New collection of garment information through

SMS

New collection of Watch information through

SMS Ad

Services

Entertainment & Lifestyle : The latest

Ringtones, music, jokes, dating, sports news

and much more, easily accessible on my phone!

[ Callertnes / Astrology / Music / Movie & TV

/ Dating / Competition / Sports

Games, Downloads & Applications:

With this I can play all the best games and

access the newest apps to make my phone do

more. GAMES / DOWNLOAD /

APPLICATIONS



Social Networking: I can keep friends updated

and follow the latest happenings on Facebook,

Twitter, Orkut and more. SOCIAL UPDATES /

FACEBOOK ON VOICE / CALLER TUNE

Mail & Messaging This service keeps me connected with email,

online chat and SMS so that I’m always in the

loop! YAHOO MESSANGER / REDIFF &

INDIATIMES / VARNACULAR SMS /

PICTURE SMS

Devotional

My faith follows me wherever I go with prayers

and devotional songs on my mobile phone.

LIVE AARATI / AND ALERTS OF AARATI

Health One stop solution to your queries related to

health, wellness and fitness.

News & FinanceI stay on top of the latest

news, numbers and my personal finances with

stock updates and mobile banking

Travel & Transportation

I always know where I’m going and how to get

there with flight and train information on my

mobile phone

Caller Management Services

From call conferences to voicemail and caller

ID, I’ve got it all under control with caller

management services.

Access and use transaction services/ account

balance information through SMS

Advertisement

Insurance Services SMS advt. Messages

Online education Course offered SMS advt.

77 SMS

advertising,

taking into

cognizance the

impact of

demographic

factor like age,

gender,

occupation, etc.

Your Age Demographic

Factors

Hypotheses

testing with Demographic

Factor & Frequency

Analysis City wise / Gender /

Marital Status/Educatio

n Qualification and Income

wise

Your Occupation

Your Marital Status

Your Education Qualification

Your daily activities

The Names of your Newspaper your read daily

The Name of Magazine that you read

The Name of TV Channels that you watch daily

Your Annual Income [ In Rupees ]

Which City do you belong in?



The researcher after the collection of necessary primary data had made an attempt to analyse, and

interpret, its result, by applying Statistical tool for analysis.

6.1 Frequencies of SMS

Data analysis is based on various SMS activities; it can be known from respondent’s use of device

or mobile phone or cell phone. And SMS advertisement messages received by respondent in day

[average messages/day]; how many advertisement messages. Furthermore, after receiving SMS

advertisement action being taken by receiver.

First of all, 1201 Sample out of which valid entry and or any missing entry has been analyse.[Table

6.1].From the given data it shows that missing entries are very lesser in survey.

Table Number 6.1 -Valid and Missing Sample entry

Statistics

SINCE

HOW

LONG DO

YOU USE

MOBILE

PHONE?

ON AN

AVERAGE

SMS

MESSAGES

YOU

RECEIVE

PER DAY?

OUT OF

THESE SMS,

HOW MANY

MESSAGES

ARE

ADVERTISE

MENTS?

WHAT DO

YOU DO

WHEN

YOU

RECEIVE

ADVERTI

SING

MESSAGE

S AS SMS?

WHAT

TYPE OF

SMS

WOULD

YOU LIKE

TO

RECEIVE?

N Valid 1201 1201 1201 1199 1201

Missing 0 0 0 2 0

Table Number-6.2-Since how long do you use Mobile Phone?

SINCE HOW LONG DO YOU USE MOBILE PHONE?

Frequency Percent Valid Percent Cumulative

Percent

Valid Less Than One Year 194 16.2 16.2 16.2

1-3 Year 343 28.6 28.6 44.7

3-5 Year 364 30.3 30.3 75.0

6-10 Year 221 18.4 18.4 93.4

More than 10 Years 79 6.6 6.6 100.0

Total 1201 100.0 100.0



Figure Number –6.1- Since how long do you use Mobile Phone?

Figure Number – 6.1 from the analysis clearly indicate followings:

Graph above indicated that 30.31% respondents’ use it since 3-5 Years, 28.56% respondent’s use it

since 1-3 Years 18.40% respondent’s use it since 6-10 Years.

Table Number-6.3- On an average SMS messages you receive per day?

ON AN AVERAGE SMS MESSAGES YOU RECEIVE PER DAY?

Frequency Percent Valid

Percent

Cumulative

Percent

Valid 1-5 Messages 472 39.3 39.3 39.3

6-10 Messages 352 29.3 29.3 68.6

11-20 Messages 177 14.7 14.7 83.3

21-30 Messages 199 16.6 16.6 99.9

Total 1201 100.0 100.0

194 16.2

343 28.6

364 30.3

221 18.4

79 6.6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Frequency Percent

Since how long do you use Mobile Phone?

Less Than One Year 1-3 Year 3-5 Year 6-10 Year More than 10 Years



Figure Number –6.2- On an average SMS messages you receive per day?

Table Number 6.3 and Pie Chart number – 6.2 represent from analysis following:

a) 39.30% across selected cities receive SMS Per day which is minimum 1 advertising

SMS / day

b) 29.31% across selected cities receive 6-10 Messages/day

c) 16.57% across selected cities of Gujarat receive 11-20 advertising SMS/ day

Table Number-6.4- Out of these SMS, how many messages are advertisements?

OUT OF THESE SMS, HOW MANY MESSAGES ARE ADVERTISEMENTS?


Percent

Cumulative

Percent

Valid 25 % 331 27.6 27.6 27.6

50% 303 25.2 25.2 52.8

75% 384 32.0 32.0 84.8

100% 179 14.9 14.9 99.7

5 4 .3 .3 100.0

Total 1201 100.0 100.0

39%

29%15%

17%

32%

On an average SMS messages you receive per day?

1-5 Messages

6-10 Messages

11-20 Messages

21-30 Messages



Figure Number –6.3- Out of these SMS, how many messages are advertisements?

Table Number 6.4 and Bar chart 6.3 indicate respondent approximate judgment on SMS advertising

messages receive / day. Major findings as follows: First One 31.29% respondent indicated 75%

messages are of SMS advertising. Second, 27.56% of respondent indicated 25% SMSs are SMS

advertising and third 25.23% of respondents indicated 50% SMSs are SMS advertising

331

303

384

179

27.6

25.2

32

14.9

25%

50%

75%

100%

Out of these SMS, how many messages are advertisements ?

Frequency Percent



6.2 Activities and usage associated with SMS advertisement

Table Number-6.5- What do you do when you receive advertising messages as SMS?

WHAT DO YOU DO WHEN YOU RECEIVE ADVERTISING MESSAGES AS SMS?


Percent

Cumulative

Percent

Valid Read it immediately 157 13.1 13.1 13.1

Read it when I get time 378 31.5 31.5 44.6

Read it after accumulating

some of them

81 6.7 6.8 51.4

Read it occasionally 243 20.2 20.3 71.6

Ignore it completely 268 22.3 22.4 94.0

Do nothing 72 6.0 6.0 100.0

Total 1199 99.8 100.0

Missing System 2 .2

Total 1201 100.0

Figure Number –6.4 - What do you do when you receive advertising messages as SMS?

Table Number- 6.5 & Graph Number-6.4 throw light on Mobile user’s activity after receiving SMS

advertisement. Major outcome as follows: result point number one 31.53% of users read SMS

messages when they will get time, second 22. % of users ignore it completely and third 20.27% of

users read it occasionally.

13%

32%

7%20%

22%

6%

What do you do when you receive advertising messages as SMS?

Read it immediately

Read it when I get time

Read it after accumalatingsome of them

Read it occasionally

Ignore it completely



320

161

295

85

244

96

26.6 13.4 24.6 7.1 20.3 80

50100150200250300350

None ProductInformation

ServiceInformation

Competition /Lucky Draw

Promotionalmessages fordiscounts /

coupons

Annoucementfor Movie and

event

What type o f sms wo uld yo u l ike to re c e iv e ?

Frequency Percent

Table Number-6.6- What type of SMS would you like to receive?

WHAT TYPE OF SMS WOULD YOU LIKE TO RECEIVE?


Percent

Cumulative

Percent

V

a

l

i

d

None 320 26.6 26.6 26.6

Product Information 161 13.4 13.4 40.0

Service Information 295 24.6 24.6 64.6

Competition / Lucky Draw 85 7.1 7.1 71.7

Promotional messages for

discounts / coupons

244 20.3 20.3 92.0

Announcement for Movie and

event

96 8.0 8.0 100.0

Total 1201 100.0 100.0

Table Number – 6.6 and below Graph Number – 6.5 shows as follows: first 26.6 % sample across

selected cities would not like receive SMS advertising which means 73.4% would like to receive

SMS advertisement, second point from analysis 24.6% sample across selected cities would like to

receive service information messages, third point from analysis 13.4% of our sample respondent

would like to receive Product information related SMSs.Fourth point from analysis Below pie chart

is graphical representation of type of messages would like to receive by respondents.

Figure Number – 6.5- What type of SMS would you like to receive?



6.3 Relationship between motives for SMS advertisement and

attitude toward SMS advertisement [Correlation analysis]

HYPOTHESIS –I

H0 - There is no correlations between consumers’ attitude measures and PEOU (Perceived

Ease of Use)

H1-There is correlations between consumers’ attitude measures and PEOU (Perceived Ease

of Use)

Table Number-6.7- Correlation (Attitude & PEOU)

Correlations

ATTITUDE PEOU

ATTITUDE Pearson

Correlation

1 .315**

Sig. (2-tailed)

.000

N 1201 1201

PEOU Pearson Correlation

.315** 1

Sig. (2-tailed)

.000

N 1201 1201

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation: It shows Weak positive relation between attitude and PEOU.Value of p

(0.315) > (0.5)which means Null Hypothesis is rejected. Hence, there is weak but positive

correlation between consumers’ attitude measures and PEOU (Perceived Ease of use)

HYPOTHESIS – II

H0-There is no correlations between Users’ activity and consumers’ motive toward SMS

advertisement.

Table Number-6.8- Correlation (Motive and Users Activity)

Correlations

MOTIVE USER

ACTIVITY

MOTIVE Pearson Correlation

1 .608**

Sig. (2-tailed)

.000

N 1201 1201



USER_ACTIVITY Pearson Correlation

.608** 1

Sig. (2-tailed)

.000

N 1201 1201


Interpretation: It shows Strong positive relations between Motive and User’s activity.

Value of p>0.5 which means,Ho is rejected and there is strong positive correlation

between uses’ activity and consumers’ motive toward SMS advertisement.

HYPOTHESIS–III

H0- There is no correlation between users’ activities and consumers’ negative perception

toward SMS advertisement.

Table Number-6.9- Correlation (Users Activity & Irritation)

Correlations

USER_ACTIVITY IRRITATION

USER_ACTIVITY Pearson Correlation

1 .240**

Sig. (2-

tailed)

.000

N 1201 1201

IRRITATION Pearson Correlation

.240** 1

Sig. (2-tailed)

.000

N 1201 1201


Interpretations: It shows Weak positive relation between Users activity and consumers’ negative

perception toward SMS advertisement. The value of co-relation indicates that p<0.5 which shows

that weak positive correlation.



HYPOTHES-IV

H0-There is no correlation between responsiveness about SMS Advt. and users’ activities

Table Number-6.10- Correlation (Users Activity & Responsiveness about SMS Advt)

Correlations

USER_

ACTIV

ITY

RESPONSIVENESS_ABOUT

_SMS_ADVT

USER_ACTIVITY Pearson

Correlation

1 .575**

Sig. (2-

tailed)

.000

N 1201 1201

RESPONSIVENESS_ABOUT_SMS_ADVT

Pearson Correlation

.575** 1

Sig. (2-tailed)

.000

N 1201 1201


Interpretation: It shows Strong positive Correlation between Users activity and

Responsiveness about SMS advertisement. The value of co-efficient correlation indicates

that p>0.5 which shows positive co relation between two variables.

Hypothesis–V-

H0-There is no correlation between responsiveness about SMS Advt and attitude toward SMS Advt.

Table Number-6.11- Correlation (Responsiveness about SMS Advt and Attitude toward

SMS Advt

Correlations

RESPONSIVENESS_A

BOUT_SMS_ADVT

ATTITUDE_TO

W_SMS_ADVT

RESPONSIVENESS_AB

OUT_SMS_ADVT

Pearson Correlation 1 .651**

Sig. (2-tailed) .000

N 1201 1201

ATTITUDE_TOW_SMS_

ADVT

Pearson Correlation .651** 1


N 1201 1201




Interpretation: Its shows Strong positive correlation between Responsiveness about SMS

advertisement and Attitude toward SMS advertisement. The value of co-efficient

correlation indicates that p>0.5 which shows positive co relation between two variables.

Hypothesis –VI

H0-There is no correlation between attitude toward SMS advertisement and perceived risk of

Privacy

Table Number-6.12- Correlation (Attitude and Privacy)

Correlations

ATTITUDE

PRIVACY

ATTITUDE Pearson

Correlation

1 .360**


N 1201 1201

PRIVACY Pearson

Correlation

.360** 1


N 1201 1201


Interpretation shows Weak positive Correlations between Attitude and Privacy.

The value of co-efficient correlation indicates that p<0.5 which shows weak positive co

relation between two variables.

Hypothesis–VII-

H0- There is no correlation between attitude toward SMS advertisement and privacy

Table Number-6.13- Correlation (Attitude toward SMS Advt and Privacy)

Correlations

ATTITUDE_TOW_SMS_

ADVT

PRIVACY

ATTITUDE_TOW_SMS_ADVT

Pearson Correlation

1 .454**


N 1201 1201

PRIVACY Pearson Correlation

.454** 1


N 1201 1201




Interpretation shows that weak positive Correlation between Attitude toward SMS advertisement

and Privacy. The value of co-efficient correlation indicates that p<0.5 which shows weak

positive co relation between two variables.

Hypothesis –VIII-

H0-There is no correlation between perception about SMS advertising and responsiveness about

SMS ADVERTISING?

Table Number-6.14- Correlation (Perception about SMS Advertising and Responsiveness about SMS

Adverting)

Correlations

PER_ABOUT

_SMS_ADVT

RESPONSIVENESS_

ABOUT_SMS_ADVT

PER_ABOUT_SMS_ADVT

Pearson Correlation

1 .104**

Sig. (2-tailed)

.000

N 1201 1201

RESPONSIVENESS_ABOUT_SMS_ADVT

Pearson Correlation

.104** 1

Sig. (2-

tailed)

.000

N 1201 1201


Interpretation shows Weak positive correlation perception about SMS advertisement and

Responsiveness about SMS advertisement. The value of co-efficient correlation indicates

that p<0.5 which shows weak positive co relation between two variables.

Hypothesis –IX-

H0-Motive and privacy is has positive correlation

Table Number-6.15- Correlation (Motive and Privacy)

Correlations

MOTIVE PRIVACY

MOTIVE Pearson Correlation 1 .304**


N 1201 1201

PRIVACY Pearson Correlation .304** 1


N 1201 1201




Interpretation shows Weak positive correlation between Motive and Privacy. The value of co-

efficient correlation indicates that p<0.5 which shows weak positive co relation between

two variables.

Hypothesis–X-

H0-PERCEPTION TOWARD SMS ADVT. IS POSITIVELY CORRELATED TO ATTITUDE

TOWARD SMS ADVETISING

Table Number-6.16- Correlation (Perception about SMS Advertising and Attitude toward

SMS Advertising)

Correlations

PER_A

BOUT_

SMS_A

DVT

ATTITUDE_TOW_SMS_

ADVT

PER_ABOUT_SMS_ADVT

Pearson Correlation 1 .153**


N 1201 1201

ATTITUDE_TOW_SMS_ADVT

Pearson Correlation .153** 1


N 1201 1201


Interpretation shows weak correlation between perception about SMS advertisement and

Attitude toward SMS advertisement. The value of co-efficient correlation indicates that

p<0.5 which shows weak positive co relation between two variables



6.4 Consumers’ perception about SMS advertisement

In order to measure consumer perception about SMS advertisement researcher had asked question

item number – 26 to 33 on likert scale and an attempt has been made to to gauge perception level

about SMS advertisement.

This analysis result as follows:

OVERALL CONSUMER PERPTION ABOUT SMS ADVERTISEMENT

1 Overall result of the study

SMS ads is less innovative

38.30% of respondents

believe it’s innovative and 28

% believe that it’s less

innovative. One of the

underline reason is that it has

limited character to convey

message or thought or idea.

2 Overall analysis of study

shows suitability of personal

need it has been found that

79.4% responded in favour of

the statement. 28.98%

respondents feels its suit to

personal need.

1 2 3 4 5

108

240

388

2572039.0

20.0

32.3

21.4

16.9

F I GURE -6 .6 -I THI NK SM S ADVE RTI SE M E NT I S

L E SS I NNOVATI VE

Frequency Percent

1 2 3 4 5

122

226

352272

22710.2

18.8

29.3

22.618.9

F IGURE -6.7-I THINK SMS ADVERTISEMENT

DOES NOT SUIT P ERSONAL NEED

Frequency Percent



3 Timing of realy advertisement

is crucial factor of perception

in SMS advertisement.40% of

respondetns feels realy timing

is wrong. 24.4% feels it is not

very important factor.

4 Advertising or marketing

clutter refers to the large

volume of advertising

messages that the average

consumer is exposed to on a

daily basis.40% doesn’t feel

too many advertisement.

While 25% feels they clutter

too many advertisement.

1 2 3 4 5

91

202

437

244 2267.6

16.8

36.4

20.3 18.8

F IGURE -6.8-SMS ADVERTISEMENT

RELAY AT WRONG TIME

Frequency Percent

1 2 3 4 5

95

204

422

275

2037.9

17.0

35.1

22.9

16.9

F IGURE -6.9-I CLUTTER AS A RESULT

OF TOO MANY ADVERTISEMENT

Frequency Percent



5 SMS caused disturbance at

work study reveal that 50% of

respondent feels disturbance

at work .27.3% neutral on

this statement and 23.3%

disagree that its create

disturbance at work.

6 SMS advertisement is time

consuming overall study

indicated that 47.6% doesn’t

feel its time consuming at

all.30.7% neutral on this

issue.

7 Overall result of study

indicated that 45.4%

respondents doesn’t recall

brands through SMS

advertising. 40% respondents

recall brands advertise

through SMS advertisements.

1 2 3 4 5

102181

328272 316

8.5

15.1

27.3

22.626.3

F IGURE - 6.10-SMS ADVERTISEMENT

CAUSED DISTURB ANCE AT WORK

Frequency Percent

0

100

200

300

400

1 2 3 4 5

145210

362240 243

12.117.5

30.1

20.0 20.2

FIGURE -6.11-ITS TIME CONSUMING TO GO

THROUGH SMS ADVERTISEMENT

Frequency Percent

0

100

200

300

400

1 2 3 4 5

188 193

352

257211

15.7 16.1

29.3

21.4

17.6

FIGURE -6.12-I RECALL BRANDS ADVERTISE THROUGH

SMS ADVERTISEMENT

Frequency Percent



6.5 Attitudes toward SMS advertisement

SELECTED MOBILEUSER’S WHERE ASKED TO INDICATE THEIR OPINION, AN

ATTITUDE TOWARD SMS ADVERTISING FOLLOWING ARE THE SELECTED

CRITERIA OF SMS ADVERTISING WHICH ARE GIVEN IN THE Summary of Analysis

table.

To understand Attitude toward SMS advertisement

Selected Item numbers 01 to 05 indicated to understand attitude towards SMS Advertising:

Overall result of study indicated that more than 31.6 % respondents shows that they did not like

SMS advertisement via mobile phones. However, at same time 27.7% feels getting advertisement

via SMS is good. 32.1% believe SMS advertisement is reliable and 28.8 % feels they can get useful

information from SMS advertisement.

Consumer Perception

Selected Item Numbers from 06 to 13 Consumer Perception toward SMS advertising

Overall results of the study indicated that consumer perception toward SMS advertising is positive

in nature. Mean of all 06 to 13 statements is 4.50. 50% respondent’s strongly agree regarding SMS

advertisement is easy, easy to read, getting timely information, learning from SMS advertisement,

useful for daily and SMS advertisement make shopping easier. And another 50% choose their

likenss for following statement likert scale 4. In nutshell, consumer perception about SMS

advertisement is positive. Construct is called “Perceived ease of use” or “Perceived use”

Consumer Responsiveness to SMS advertisement

Selected Item Number 14 to 15 Consumer Responsiveness to SMS advertisement

Overall result of study indicated 28 % of respondents showed that they does not feel SMS

advertisement as reference for purchasing.Becuase of many alternative media also available for this

parameter like Newspaper advertisement , billboard are major affect to SMS advertising. 10% of

respondents had strongly agree for this. Further, 28% respondents does not feel SMS advertisement

as fun to use because of its extremely personal nature of advertisement and it may disturb sometime

to respondents.

To understand motive of SMS advertising

Selected Item number 16 to 22 to understand motive of SMS advertisement

Overall result of the study indicated that 75 % of respondent does not feel SMS is exciting and

interesting. 30% of respondent doesn’t feel it is pleasant. 26% of respondent feels that SMS

advertisement is not boring. While asking to take chance on SMS advertisement over other



advertisement media 30% respondents is neutral.16% respondents’ feels SMS advertisement is good

source of Information. And in response to SMS advertisement help and decide to buy product 30%

respondents feel undecided or neutral. Overall this construct measure Innovativeness, in

formativeness and Entertainment purpose. From the study it has been clear SMS advertisement

respondents does not consider as Entertainment and they will take it very seriously. At the same

time respondent hesitate to use new marketing media over conventional advertisement media.

Irritation about SMS advertisement

Selected Item number 23 to 25 to understand irritation factor in SMS advertisement

Overall result of the study indicated that 55% of respondents feel that SMS advertisement is

cumbersome and annoying them.

Consumer perception about SMS advertisement Convenience

Selected Item number 26 to 33 SMS advertisement Convenience

Overall result of the study indicated that 13% of respondent’s feels SMS advertisement irritates me.

16% respondents feels that SMS advertisement less innovative, this is because it has limited

character to convey thoughts and idea.22.6% respondents feels it suits to their personal need.20%

respondents feels SMS advertisement relay at wrong time.8.5 % of respondents strongly disagree

and feels SMS advertisement is not caused disturbance to work, but 26.3% respondents agree to

disturbance to work.37% recall brands which advertise through SMS advertisement.

Overall attitude toward SMS advt in context of SMS advertisement message contain

Selected Item number 34-43 attitude on contain of SMS advertisement

Overall result of the study indicated that 32.2% cannot able to judge either SMS is relevant or

not.35% of sample feel benefited through SMS advertisement giving promotional

announcement.31% of respondents feels SMS advertisement is convincing.40% of sample welcome

permission based advertisement.35.7% sample respondent feel SMS advertisement is instructive in

nature.36% of respondents feels SMS advertisement is not worth remembering.

Receptiveness SMS advertisement

Selected Items 44-50 is construct of Receptiveness of SMS advertisement

Overall result of the study indicated that 55.2 % of sample respondents would like to take advantage

of SMS advertisement. 55 % of respondents would like to improve knowledge through SMS

advertisement & use SMS advertisement for special promotion.12.8% of respondents feels it

invasion of personal space.30% of respondents would like to participate in SMS advertisement

campaign.37% of respondents will use text messages in future too.



Privacy issue in SMS advertisement

Selected Items 51-52 address Privacy Issue with SMS Advertisement

Overall result of the study indicated that 55 % of sample feels risk of misuse of personal data due to

SMS advertisement and advertising service.

6.6 Score of overall opinion about SMS advertisement

As per the statements obtained an overall Cronbach’s α values of all the 9 constructs were 0.867

for the Factor Analysis. The nine factors were extracted, that are presented with its their respective

α value and factor loadings.

Table Number- - KMO and Bartlett’s Test of Reasons for opinion, attitude and perception about

SMS advertisement

Table Number-6.18-[A] KMO Measure for Sample Adequacy & Bartlett’s Test of Spheritiy

& [B] Variance Table

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .936

Bartlett's Test of Sphericity

Approx. Chi-Square 16155.863

Df 1326

Sig. 0.000

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared

Loadings Rotation Sums of Squared

Loadings

Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% Total % of

Variance Cumulative

%

1 8.965 17.241 17.241 8.965 17.241 17.241 8.057 15.494 15.494

2 8.524 16.393 33.633 8.524 16.393 33.633 4.992 9.601 25.095

3 4.394 8.450 42.084 4.394 8.450 42.084 3.933 7.563 32.658

4 3.382 6.503 48.587 3.382 6.503 48.587 3.923 7.544 40.201

5 1.533 2.948 51.535 1.533 2.948 51.535 2.795 5.376 45.577

6 1.246 2.397 53.932 1.246 2.397 53.932 2.104 4.046 49.623

7 1.192 2.291 56.224 1.192 2.291 56.224 2.073 3.987 53.610

8 1.098 2.112 58.336 1.098 2.112 58.336 1.672 3.215 56.826

9 1.078 2.073 60.409 1.078 2.073 60.409 1.618 3.112 59.937

10 1.012 1.945 62.354 1.012 1.945 62.354 1.257 2.417 62.354

11 .963 1.853 64.207

12 .951 1.829 66.036

13 .917 1.763 67.799

14 .894 1.719 69.518



15 .871 1.675 71.193

16 .809 1.556 72.749

17 .762 1.464 74.213

18 .748 1.438 75.651

19 .733 1.410 77.061

20 .720 1.384 78.445

21 .702 1.350 79.795

22 .686 1.319 81.114

23 .678 1.304 82.418

24 .650 1.250 83.667

25 .634 1.219 84.887

26 .613 1.180 86.066

27 .601 1.156 87.222

28 .594 1.143 88.365

29 .573 1.101 89.467

30 .558 1.072 90.539

31 .546 1.050 91.589

32 .527 1.014 92.603

33 .514 .988 93.591

34 .470 .905 94.496

35 .465 .894 95.390

36 .444 .854 96.243

37 .424 .816 97.060

38 .403 .775 97.835

39 .395 .760 98.595

40 .386 .741 99.336

41 .345 .664 100.000

42 7.384E-17

1.420E-16

100.000

43 3.846E-17

7.397E-17

100.000

44 2.356E-17

4.531E-17

100.000

45 1.979E-17

3.805E-17

100.000

46 9.881E-27

1.900E-26

100.000

47 -2.588E-34

-4.977E-34

100.000

48 -2.337E-33

-4.494E-33

100.000

49 -2.122E-18

-4.081E-18

100.000

50 -2.941E-17

-5.655E-17

100.000

51 -1.545E-16

-2.971E-16

100.000

52 -5.552E-16

-1.068E-15

100.000

Extraction Method: Principal Component Analysis.



From the above table, it becomes evident that the KMO measure of sampling adequacy was 0.936,

which implied that collected primary data were suitable for applying Factor Analysis. Similarly,

Bartlett’s Test of Sphericity was found as significant (p<0.005) which too indicated sufficient

correlation existed between the variables to proceed with the application and the use of factor

analysis.

The research question was whether there are some underlining dimensions of mobile advertising

under consideration. The total variance shown in table, accounted for by all the of components

explain nearly 62.354 % of the variability in the ( Table Number – 6.17- Total Variance of Factor

Analysis ) Hence, the original dataset can be reduced by using this nine components ( Eigen

values greater than 1 as shown in Table – 6.18 ) with only 40% loss of information.

Table Number-6.19- Communalities – Factor Analysis

Communalities

Sr No

Initial Extraction

1 I feel SMS advertisement interrupt my normal use of the Mobile

phone

1.000 .489

2 I like getting SMS advertisement via mobile phones 1.000 .522

3 I think getting SMS advertisement through SMS is good 1.000 .661

4 I think SMS advertisement is reliable 1.000 .559

5 I can get useful information from SMS advertisement 1.000 .534

6 I feel comfortable to get SMS advt. is easy 1.000 1.000

7 Receiving SMS advertising easy 1.000 1.000

8 SMS adverting is easy to read 1.000 1.000

9 Getting timely information from SMS advertising is easy 1.000 1.000

10 Learning from SMS messages easy 1.000 1.000

11 SMS advertisement is useful for daily life 1.000 1.000

12 SMS advertisement is informative 1.000 1.000

13 Receive SMS advertisement make shopping easier 1.000 1.000

14 I use SMS advertisement as a reference for purchasing 1.000 .528

15 SMS advertisement fun to use 1.000 .569

16 SMS advertisement exciting and interesting 1.000 .608

17 I feel that SMS advertising is pleasant 1.000 .547

18 I feel that SMS advertisement is not boring 1.000 .404

19 I like to take chances for SMS advertisement than other Advt Media 1.000 .384

20 I like to experiment with new way of doing things 1.000 .568

21 SMS Advertisement is good source of product information 1.000 .574



22 SMS advertisement help me decide what to buy 1.000 .537

23 SMS advertisement is good source of information 1.000 .414

24 SMS advertisement is cumbersome 1.000 .452

25 SMS advertisement is annoying me 1.000 .607

26 SMS advertisement is irritating me 1.000 .579

27 I think SMS advertisement is less innovative 1.000 .507

28 I think SMS advertisement does not suit personal need 1.000 .532

29 SMS advertisement relayed at wrong time 1.000 .471

30 I clutter as a result of too many ads 1.000 .452

31 SMS advertisement caused disturbance at work 1.000 .581

32 Its time consuming to go through SMS ads 1.000 .479

33 I recall brands advertise through SMS advertisement 1.000 .500

34 I find SMS advertisement relevant 1.000 .460

35 I feel irritated to get SMS advertisement 1.000 .480

36 I benefit from SMS advt. giving promotional announcement 1.000 .596

37 I think SMS advertisement is convincing 1.000 .520

38 I consider SMs advertising not silly 1.000 .362

39 I welcome permission based SMS advertisement 1.000 .490

40 I consider SMS advertising of instructive nature 1.000 .462

41 I feel SMS advertisement give clear message 1.000 .486

42 I think SMS advertisement is worth remembering 1.000 .445

43 I think SMS advertisement is not easy to forget 1.000 .416

44 I like to take advantage of SMS advertisement 1.000 .999

45 I would like to improve knowledge 1.000 .999

46 Would like to use for special promotions 1.000 .999

47 Invasion of personal space 1.000 .353

48 Marketing related to promotional scheme, are more interesting 1.000 .388

49 I am interested in participating in SMS advt. campaign 1.000 .488

50 I will use text messages in future too 1.000 .426

51 There is risk of misuse of personal data due to use of SMS advt. &

advt service

1.000 .999

52 I would like to share SMS advt to my friends 1.000 .999 Extraction Method: Principal Component Analysis.

The rotated Component Matrix reveals 9 factors (reflecting the consolidated utility factors with

reference to mobile advertising) derived from 10 variables (encompassing various dimensions of

SMS advertisement). In order to confirm that 9 factors, confirmatory factor analysis (CFA) has

been used.



Table Number-6.20 - Results of Reliability Testing for SMS advertisement user’s Opinions,

Attitude & Perception (Overall)

No STATEMENTS CRONBACH'S

ALPHA

1 I feel SMS advertisement interrupt my normal use of the Mobile phone. 0.626

2 I like getting SMS advertisement via mobile phone. 3 I think getting advertisement through SMS is good. 4 I think SMS advertisement is reliable. 5 I can get useful information from SMS Advertisements. 6 I feel comfortable to get SMS advt. is easy. 0.910

7 Receiving SMS advertising easy. 8 SMS advertising is easy to read. 9 Getting timely information from SMS advertising is easy.

10 Learning from SMS message is easy. 11 SMS advertisement is useful for daily life. 12 SMS advertisement is informative. 13 Receive SMS advertisement make shopping easier. 14 I use SMS advertisement as a reference for purchasing. 0.642

15 SMS advertisement fun to use. 16 SMS advertisement exciting and interesting. 17 I feel that SMS advertisement is pleasant. 0.8

18 I feel SMS advertising is not boring. 19 I like to take chances for SMS advertisement than other Adt Media. 20 I like to experiment with new way of doing things. 21 SMS Advertisement is good source of product information. 22 SMS Advertisement help me decide what to buy. 23 SMS advertisement good source of information. 24 SMS advertisement is cumbersome. 0.901

25 SMS Advertisement is annoying me. 26 SMS Advertisement is irritating me. 27 I think SMS advertisement is less innovative. 0.647

28 I think SMS advertisement does not suit personal need. 29 SMS advertisement relayed at wrong time. 30 I clutter as a result of too many ads. 31 SMS advertisement caused disturbance at work. 32 Its time consuming to go through SMS Ads. 33 I recall brands advertise thorough SMS advertisement. 34 I find SMS advertisement relevant. 0.748

35 I feel irritated to get SMS advertisement. 36 I benefit from SMS advertisement giving promotional announcements.



37 I think SMS advertisement is convincing. 38 I consider SMS advertising not silly. 39 I welcome permission based SMS advertisement. 40 I consider SMS advertising of instructive nature. 41 I feel SMS advertisement give clear message. 42 I think SMS advertisement is worth remembering. 43 I think SMS advertisement is not easy to forget. 44 I like to take advantage of SMS advertisement. 0.783

45 I would like to improve knowledge. 46 Would like to use for special promotions. 47 Invasion of personal space. 48 Marketing related to promotional scheme, are more interesting. 49 I am interested in participating in SMS advt.campaign. 50 I will use text messages in future too. 51 There is risk of misuse of personal data due to use of SMS advt. & advt. service. 0.890

52 I would like to share SMS advt. to my friends. Overall Reliability .867

Table Number: 6.21- Result of Analysis of Factor Analysis for SMS advertisement (Overall)

Selected Items Factor Loading

FACTOR 01 ( Accessible)

I feel comfortable to get SMS advt. is easy .993

Receiving SMS advertising easy .993

SMS advertising is easy to read .993

Getting timely information from SMS advertising is easy .993

Learning from SMS messages easy .993

SMS advertisement is useful for daily life .993

SMS advertisement is informative .993

Receive SMS advertisement make shopping easier .993

FACTOR 02(Valuable/ Constructive)

I like to take advantage of SMS advertisement .988

I would like to improve knowledge .988

Would like to use for special promotions .988

FACTOR 03 (Recreational )

I use SMS advertisement as a reference for purchasing .665

SMS advertisement fun to use .724

SMS advertisement exciting and interesting .709

I feel that SMS advertising is pleasant .609

I feel that SMS advertisement is not boring .541

I like to take chances for SMS advertisement than other Adv. Media .505

FACTOR 04 (Informativeness)

I welcome permission based SMS advertisement .607



I consider SMS advertising of instructive nature .606

I feel SMS advertisement give clear message .640

I think SMS advertisement is worth remembering .551

FACTOR 05 (Interruption)

I think SMS advertisement does not suit personal need .500

SMS advertisement relayed at wrong time .654

I clutter as a result of too many ads .646

SMS advertisement caused disturbance at work .710

Its time consuming to go through SMS ads .641

FACTOR 06 (Pleasing)

I like getting SMS advertisement via mobile phones .599

I think getting SMS advertisement through SMS is good .672

I think SMS advertisement is reliable .585

I can get useful information from SMS advertisement .570

FACTOR 07 (Credible)

I recall brands advertise through SMS advertisement .536

I find SMS advertisement relevant .533

I benefit from SMS advt. giving promotional announcement .690

I think SMS advertisement is convincing .505

FACTOR 08 (Knowledge)

I like to experiment with new way of doing things .609

SMS Advertisement is good source of product information .615

FACTOR 09 ( Irritation)

SMS advertisement is cumbersome .616

SMS advertisement is annoying me .617

SMS advertisement is irritating me .478

I think SMS advertisement is less innovative .534

*Table Rotated component Matrix attaché as Annexure 2

Factor loadings were used to measure correlations between variables and the factors. A factor

loading close to 1 indicated a strong correlation between a variable and factor, while a loading

closer to zero indicated weak correlation. The factors were rotated with Eigen values greater than

0.5. It became clear that how much Eigen values greater than one and, therefore, nine orthogonal

factors were extracted.

The First Factor was called as “Accessible” which included statement related to comfortable,

eazy,make shopping easier & useful. The Second Factor was identified as “Valuable /

Constructive”

Covered item as advantage of SMS, improve knowledge & use for special promotions. The Third

Factor labeled as “Recreational” consisted of varying statement such as SMS advertisement is fun

to use, not boring, pleasant & reference for purchasing.



The Fourth Factor was defined as “Informativeess” comprises of statements relating viz.,

welcome permission based advertisement, give clear message & worth remembering which leads

to effectiveness of SMS advertisement as media as compare with other advertisement media. The

Fifth Factor called as “Interruption” carried in it SMS advertisement does not suit to personal

need, realy at wrong time, clutter as result of too many advertisement, disturbance to work and

consume lot of time. The Six Factor defined as “Pleasing” considered statements viz., SMS

advertisement is reliable, like SMS advertisements, to get useful information and it’s good. The

Seventh Factor called “Credible” comprises of statements viz., recall brands which are advertise

through SMS advertisement, relevant, convincing and benefit from promotional related schemes.

The Eight Factor called as “Knowledge” consists of viz., I like to experiment with new way of

doing things and SMS advertisement is good source of Information. The Ninth Factor called as

“Irritation” comprises of SMS advertisement is cumbersome, annoying & less innovative.



6.7 Information received for products and services from SMS

advertisement


ATTITUDE TOWARD SMS ADVERTISING FOR SELECTED PRODUCTS:

FOLLOWING ARE THE SELECTED

Overall results of the study for selected products and consumer responsiveness of SMS

Advertisement as shown below

EFFECTIVENESS & CONSUMER RESPONSIVENESS OF SMS ADVERTISEMENT

Selected Products

1 Book Cinema / Theater

tickets through SMS.

Overall result indicate 46

% of respondents would

like to use this product &

34 % had already used and

only 20% of respondents

unwilling to use to book

cinema / theater tickets

through SMS

advertisement

2 Book Travel Tickets

through SMS

Information: Overall 50%

of SMS advisement users

would like to use through

SMS and 28 % respondent

had used. 22% of overall

respondents would never

like to use this through

SMS Advertisement

34%

46%

20% 34%

46%

20%

FIGURE NUMBER-6.13-BOOK CINEMA/THEATER TICKETS

THROUGH SMS

I had used

I would like to use

I will never use

28%

50%

22%28%

50%

22%

FIGURE NUMBER -6.14-BOOK TRAVEL TICKETS THROUGH

SMS INFORMATION

I had used

I would like to use

I will never use



3 Buy Electronic Product:

SMS Advt. Information:

to buy electronic product

through SMS

advertisement promotional

technique 42% will never

like idea. However, 38%

would like to use and buy

product through SMS advt.

information. 20% of

respondents used SMS

advertisement information

for buying electronics

goods.

4 Make Micropayment in

shop or elsewhere: Micropayment in India is

very nascent stage. Still

45% would like to use

micropayment through

Mobile banking which is

operated through SMS.

Only 17 % had used this

kind of payment mode.

And 38% of respondent’s

will never use this

micropayment for shop or

elsewhere.

5 Received and read news

through SMS: Overall

news items 35%

respondent’s had used and

41% of respondents would

like to use only 24% of

respondents said he/she

will never use this service.

20%

38%

42%

20%

38%

42%

FIGHRE NUMBER -6.15-BUY ELECTORNIC PRODUCT

THROUGH SMS INFORMATION

I had used

I would like to use

I will never use

17%

45%

38%

17%

45%

38%

FIGURE NUMBER -6.16-MAKE MOCROPAYEMENT IN SHOP

OR ELESEWHERE

I had used

I would like to use

I will never use

35%

41%

24% 35%

41%

24%

FIGURE NUMBER- 6.17-RECEIVED AND READ NEWS

THROUGH SMS

I had used

I would like to use

I will never use



6 New collection of

garment information

through SMS: Many

garment shop owner gives

new garment collection

information through SMS

to visit shop. 28% person

had use this way , 40%

would like to use and 32%

respondents desire to never

use this

7 New collection of watch

information through

SMS advertisement:

New collection watch from

watch stores brand name

few like Titan, Casio,

Timex, Citizen etc. 27%

respondents said they had

used this through SMS ads,

41% would like to use in

future and 32% will never

use.

28%

40%

32%

28%

40%

32%

FIGURE NUMBER-6.18-NEW COLLECTION OF GARMENT

THROUGH SMS ADVT.

I had used

I would like to use

I will never use

27%

41%

32%

27%

41%

32%

FIGURE NUMBER-6.19-NEW COLLECTION OF WATCH

INFORMATION THROUGH SMS ADVT.

I had used

I would like to use

I will never use




ATTITUDE TOWARD SMS ADVERTISING FOR SELECTED SERVICES: FOLLOWING

ARE THE SELECTED SERVICES

Overall results of the study for selected products and consumer responsiveness of SMS

Advertisement as shown below

EFFECTIVENESS & CONSUMER RESPONSIVENESS OF SMS ADVERTISEMENT

SELECTED SERVICES

1 Entertainment & Lifestyle: The latest Ringtones, music, jokes, dating, sports news and much more, easily accessible on my phone! [ Callertnes / Astrology / Music / Movie & TV / Dating / Competition / Sports- 34% of respondents had already used this SMS service and 37% would like to use. Only 29% feels will never use this service.

2 Games, Downloads &

Applications: With this service I can play all the best games and access the newest apps to make my phone do more. GAMES / DOWNLOAD / APPLICATIONS-Overall 42% use Games, Download and applications and 35 % would like to use. So, major chunk of services use in this area. As it’s indicated through survey.

34%

37%

29% 34%

37%

29%

FIGURE NUMBER-6.20-ENTERTAINMENT & LIFESTYLE

I had used I would like to use I will never use

42%

35%

23%

42%

35%

23%

FIGURE NUMBER-6.21-GAMES, DOWNLOADS &

APPLICATIONS




3 Social Networking : I can keep friends updated and follow the latest happenings on Facebook, Twitter, Orkut and more. SOCIAL UPDATES / FACEBOOK ON VOICE / CALLER TUNE-50% respondents using Social networking and 34% would like to use this Social networking. 16% only refuse to use

4 Mail & Messaging

Keeps me connected with email, online chat and SMS so that I’m always in the loop! YAHOO MESSANGER / REDIFF & INDIATIMES / VARNACULAR SMS / PICTURE SMS-46% respondents use this mail and messaging. 38 % would like to use and only 16% not willing to use.

5 Devotional

My faith follows me wherever I go with prayers and devotional songs on my mobile phone. LIVE AARATI / AND ALERTS OF AARATI- Devotional service through SMS target specific age group of people. 41% of respondent’s will never use.40% would like to use and only 19% had use this services.

50%

34%

16%

50%

34%

16%

FIGURE NUMBER-6.22-SOCIAL NETWORKING


46%

38%

16%

46%

38%

16%

FIGURE NUMBER-6.23- MAIL AND MESSAGING


19%

40%

41%

19%

40%

41%

FIGURE NUMBER-6.24- DEVOTIONAL




6 Health One stop solution to your queries related to health, wellness and fitness.- In foreign country it is really popular. Only 20% had used this service through SMS. 50% would like to use and 30% of respondents swill never use.

7 News & Finance

I stay on top of the latest news, numbers and my personal finances with stock updates and mobile banking- 33% of respondent’s use News and finance services through SMS,and 44% would like to use this news and finance service. 23% will never want to use this service.-

8 Travel & Transportation

I always know where I’m going and how to get there with flight and train information on my mobile phone-Travel & transportation service through SMS, 32 % respondent’s had already use and 49% would like to use and only 19% would never use this service.

20%

50%

30%

20%

50%

30%

FIGURE NUMBER-6.25-HEALTH


33%

44%

23% 33%

44%

23%

FIGURE NUMBER-6.26-NEWS & FINANCE


32%

49%

19% 32%

49%

19%

FIGURE NUMBER-6.27-TRAVEL & TRANSPOTATION




9 Caller Management Services From call conferences to voicemail and caller ID, I’ve got it all under control with caller management services.-Caller management service 22% had already use , 47 % would like to use and 31% will never like to use.

1

0

Access and use transaction services/ account balance information through SMS Advertisement- 35 % had already used, 43% would like use and 22% will never use this service.

1

1

Insurance Services SMS advt.Messages- Insurance related information 24% had used and 44&% would like to use and32% will never use.

22%

47%

31%

22%

47%

31%

FIGURE NUMBER-6.28-CALLER MANAGEMENT

SERVICES


35%

43%

22% 35%

43%

22%

FIGURE NUMBER-6.29-ACCESS AND USE TRANSACTION

SERVICES/ ACCOUNT BALANCE INFORMATION THROUGH

SMS ADVERTISEMENT


24%

44%

32%

24%

44%

32%

FIGURE NUMBER-6.30-INSURANCE SERVICES SMS

ADVT.MESSAGES




1

2

Online education Course offered SMS advt.- Online education related information 23% had use, 47% would like to use this service and 30% will never use this services

23%

47%

30%

23%

47%

30%

FIGURE NUMBE-6.31-ONLINE EDUCATION COURSE

OFFERED SMS ADVT.




6.8 Impact of demographic factor on effectiveness’ of SMS

advertisement The researcher has provided profile the respondents, all respondents, SMS users on the basis of their

Age; Occupation; Marital Status; Education ; and Annual Income in Rupees as follows.[ Total

number of Sample collected 1201 from Ahmedabad, Vadodara, Surat, Bhavnagar & Patan ]

But overall Profile of SMS Users is given in Table Number 6.27 to Table Number with graphical

representation in figure number 6.32.

Table Number -6.27-Profile of SMS Users [Age-Group] Frequency Percent Valid Percent Cumulative

Percent

Below 25 Years

628 52.3 52.3 52.3

26-35 Years

277 23.1 23.1 75.4

36-45 Years

168 14.0 14.0 89.3

Over 46 Years

128 10.7 10.7 100.0

Total 1201 100.0 100.0

Figure Number –6.32- Profile of SMS Users & % wise representation

628, 52%

277, 23%

168, 14%

128, 11%

296, 25%

Profile of SMS Users [Age-Group]

Below 25 Years

26-35 Years

36-45 Years

Over 46 Years



From above table Total sample size 1201. In the sample Below 25 Years SMS users is 52 %, 26-35

Years group 23% & 36-45 Years group 14 % and above 46 years 11% respondents included. 96.38L

people in Gujarat access Net on cell phones. [http://www.dnaindia.com/ahmedabad/report-9638l-

people-in-gujarat-access-net-on-cell-phones-1869752].

Table Number-6.28-Profile of SMS Users [Gender]

GENDER


Percent

Cumulative

Percent

Valid MALE 541 45.0 45.0 45.0

FEMALE 652 54.3 54.3 99.3

Figure Number –6.33- Profile of SMS Users & Gender-Age & Total Sample Cases

From the analysis of collected sample it has been found 45 % of Male and 54.3 % of Female

represent across four cities of Gujarat namely Ahmedabad, Vadodara, Surat, Bhavnagar and

Patan.As shown in above table II and from graphical representation it has been clearly figure out

Below 25 Age group is using SMS population is high.

45%

55%

Profile of SMS Users [Gender]

MALE

FEMALE



Table Number-6.29-Profile of SMS Users [On the Basis of Occupation]

YOUR OCCUPATION


Percent

Cumulative

Percent

Valid Housewife 90 7.5 7.5 7.5

Student 957 79.7 79.7 87.2

Business 43 3.6 3.6 90.8

Service 74 6.2 6.2 96.9

Professional 36 3.0 3.0 99.9

Total 1201 100.0 100.0

Figure Number –6.34- Profile of SMS Users & Gender-Age & Total Sample Cases

Table Number 6.29 indicate highest frequency of SMS users among all groups is Students 957, then

after second high frequency is Housewives respondents & Service class frequency 74. It has been

plotted with Bar diagram Graph 6.34.

90 957 43 74 36

7.5 79.7 3.6 6.2 3

88%

90%

92%

94%

96%

98%

100%

Housewife Student Business Service Professional

Profile of SMS Users & Gender-Age & Total Sample Cases

Frequency Percent



Table Number-6.30 -Profile of SMS Users [Marital Status]

YOUR MARITAL STATUS

Frequency Percent Valid Percent Cumulative

Percent

Valid Unmarried 1021 85.0 85.0 85.0

Married 175 14.6 14.6 99.6

Total 1201 100.0 100.0

Figure Number –6.35- Profile of SMS Users [Marital Status]

Table 6.30 obtain from analysis, it is indicating that 1021 Unmarried SMS uses and 175 is Married

users. The fact shown from analysis majority of respondent is Below 25 of age and 26-35 Years age

group.

Unmarried

Married

1

0

20

40

60

80

100 85

14.6

Profile of SMS Users [Marital Status]

Unmarried Married



Table Number-6.31-Profile of SMS Users [Education Qualification]

YOUR EDUCATION QUALIFICATIONS


Percent

Cumulative

Percent

Valid SSC/HSC 244 20.3 20.3 20.3

ITI/DIPLOMA 61 5.1 5.1 25.4

GRADUATION 559 46.5 46.5 71.9

POST-GRADUATION 311 25.9 25.9 97.8

DOCCTORATE 26 2.2 2.2 100.0

Total 1201 100.0 100.0

Figure Number –6.36- Profile of SMS Users [Education Qualification]

Level of Education plays very important role while using technological device. Among respondent

46.5% is graduates, 25.09%Post graduates and 20.32% SSC/HSC qualification. Across selected 6

cities.[Table number 6.31 & Figure 6.36]

20%

5%

47%

26%

2%

Profile of SMS Users [Education Qualification]

SSC/HSC ITI/DIPLOMA GRADUATION POST-GRADUATION DOCCTORATE



Table Number-6.32-Profile of SMS Users [Annual Income]

YOUR ANNUAL INCOME [ IN RUPEES ]


Percent

Cumulative

Percent

Valid NO INCOME / STUDENT 832 69.3 69.3 69.3

UPTO Rs 90000 158 13.2 13.2 82.4

Rs 90,001 to Rs 1,35,000 51 4.2 4.2 86.7

1,35,001 to 1,80,000 53 4.4 4.4 91.1

1,80,001 to 3,00,000 39 3.2 3.2 94.3

3,00,001 & above 68 5.7 5.7 100.0

Total 1201 100.0 100.0

Figure Number –6.37- Profile of SMS Users [Annual Income]

During Analysis it has been found that 69.3 % have No income as they are Students, 13 % of

respondent annual income 90,000. Other income group Rs 90,001 to Rs 1,35,000 , 1,35,001 to

69.3

13.2

4.2

4.4

3.2

5.7

8.9

Profile of SMS Users [Annual Income]

NO INCOME / STUDENT UPTO Rs 90000 Rs 90,001 to Rs 1,35,000

1,35,001 to 1,80,000 1,80,001 to 3,00,000 3,00,001 & above



1,80,000 , 1,80,001 to 3,00,000 & 3,00,001 & above have found 4.2 % , 4.4 %,3.2% & 5.7 %

respectively.

6.9 Hypothesis testing

The researcher has applied ANNOVA and Chi-square to test various hypotheses formulated based

on primary data which were collected from mobile user’s of mobile advertisement in the major

cities of Gujarat ( Ahmedabad, Vadodara, Surat,Bhavangar, Rajkot & Patan)

The result of ANNOVA test put forward as follows.

(The abbreviation used by the researcher in this section of Hypothesis viz., in table S= Significant,

NS = Not Significant)

Hypothesis: XI

H0-Mean score of opinion about SMS advertisement significantly differ across different cities of

Gujarat State

Table Number-6.33- Result of ANOVA Test at 5 Per cent Level of Significant (Benefit vies-a-

vies age)

H0= Mean score of opinion about SMS advertisement significantly differ across different

cities of Gujarat State

ANOVA p value

Sig. 1

I find SMS advertisement relevant 0.044

S 2

I feel irritated to get SMS advertisement 0.029

S 3

I benefit from SMS advt. giving promotional announcement 0.015

S 4

I think SMS advertisement is convincing 0.115

NS

5

I consider SMs advertising not silly 0.628

NS

6

I welcome permission based SMS advertisement 0.357

NS

7

I consider SMS advertising of instructive nature 0.041

S

8

I feel SMS advertisement give clear message 0.306

NS



9

I think SMS advertisement is worth remembering 0.077

NS

10

I think SMS advertisement is not easy to forget

0.358

NS

*α=0.05 Significant level compared with p value of table; S= Significant, NS = Not Significant

The value of p<∝ (0.05) which show Significant. Hence, we reject null hypothesis which is “Mean

score of opinion about SMS advertisement significantly differ across different cities of Gujarat

State”. Opinion statements “ I find SMS advertisement relevant”, “I feel irritate to get SMS

advertisement” & “ I benefit from SMS advt. giving promotional announcement.”, “I consider SMS

advertising is instructive in nature” shows Significant and mean score of opinion about SMS

advertisement significantly not differ across different cities of Gujarat State.

Hypothesis: XII

H0-Mean Score of attitude measures of SMS advertisement not significantly differ across different

age groups.

Table Number-6.34: Result of ANOVA Test at 5 Per cent Level of Significant(Benefit vis-a-

vis age)

H0-Mean Score of attitude measures of SMS advertisement not significantly differ across

different age groups.

ANOVA p value

Sig.

1 I like to take advantage of SMS advertisement .350

NS

2 I would like to improve knowledge .799

NS

3 Would like to use for special promotions .843

NS

4 Invasion of personal space .615

NS

5 Marketing related to promotional scheme, are more

interesting

.018

S

6 I am interested in participating in SMS advt.

campaign

.010

S

7 I will use text messages in future too .121

NS


The value of p<∝ (0.05) which show Significant. Hence, we reject null hypothesis which is “Mean

Score of attitude measures of SMS advertisement not significantly differ across different age

groups.” For the two statements of construct “Marketing related to promotional scheme, are more



interesting” and “I am interested in participating in SMS advt. campaign” its differ across age

group. For other statements it’s not differ across age group.

Hypothesis: XIII

H0-Mean score of attitude measures of SMS advertisement not significantly differ across different

age groups

Table Number -6.35- Result of χ2 Test at 5 Per cent Level of Significant(Benefit vis-a-vis age)

H0-Mean score of attitude measures of SMS advertisement not significantly differ across

different age groups

p value

Sig.

1 I feel SMS advertisement interrupt my normal use

of the Mobile phone

.003

NS

2 I like getting SMS advertisement via mobile

phones

.179

NS

3 I think getting SMS advertisement through SMS

is good

.179

NS

4 I think SMS advertisement is reliable .089

S

5 I can get useful information from SMS

advertisement

.520

NS


The value of p<∝(0.05) which show Significant. Hence, we reject null hypothesis which is “Mean

score of attitude measures of SMS advertisement not significantly differ across different age

groups”. For the statement “ I think SMS advertisement is reliable” which differ across age group.

For other statement Null hypothesis p>∝ (0.05) is accepted.



Hypothesis: XIV

H0- Mean sore of consumers’ perception toward SMS advertisement not significantly differ across

different age group

Table Number -6.36- Result of χ2 Test at 5 Per cent Level of Significant(Benefit vis-a-vis age)

H0- Mean sore of consumers’ perception toward SMS advertisement not significantly differ across different age group

Statements p value Sig.

1 SMS advertisement is irritating me .157

NS

2 I think SMS advertisement is less innovative .279

NS

3 I think SMS advertisement does not suit personal need .136

NS

4 SMS advertisement relayed at wrong time .598

NS

5 I clutter as a result of too many ads 0.808

NS

6 SMS advertisement caused disturbance at work 0.778

NS

7 Its time consuming to go through SMS ads 0.481

NS

8 I recall brands advertise through SMS advertisement 0.847

NS


The value of p>∝ (0.05) which show not significant. Hence, we accept null hypothesis which is

“Mean sore of consumers’ perception toward SMS advertisement not significantly differ across

different age group” for all perception related statement toward SMS advertisement.



Hypothesis: XV

H0-Attitude towards mobile advertisement is independent of Gender

Table Number -6.37- Result of χ2 Test at 5 Per cent Level of Significant(Attitude vis-a-vis

Gender)

SR NO.

H0: Attitude towards mobile advertisement is

independent of Gender

p value S OR NS

1 I feel SMS advertisement interrupt my normal use of the Mobile phone.

0.002 S

2 I like getting SMS advertisement via mobile phone. 0.061 NS

3 I think getting advertisement through SMS is good. 0.3 NS

4 I think SMS advertisement is reliable. 0.248 NS

5 I can get useful information from SMS Advertisements. 0.604 NS


The value of p<∝ (0.05) which show Significant. Hence, we reject null hypothesis which is

“Attitude towards mobile advertisement is independent of Gender”. Hence, for the statements “ I

feel SMS advertisement interrupt my normal use of the Mobile phone.” This statement attitude

toward mobile advertisement is depend on gender. For other statement of attitude toward mobile

advertisement is independent of gender.

Hypothesis: XVI

H0-PEOU is independent of Gender

Table Number -6.38- Result of χ2 Test at 5 Per cent Level of Significant(Gender vis-a-vis

PEOU)

Sr

No H0: PEOU is independent of Gender p

value

S OR

NS

1 I feel comfortable to get SMS advt. is easy. 0.145 NS

2 Receiving SMS advertising easy. 0.001 S

3 SMS advertising is easy to read. 0.875 NS

4 Getting timely information from SMS advertising is easy. 0.95 NS

5 Learning from SMS message is easy. 0.856 NS

6 SMS advertisement is useful for daily life. 0.451 NS

7 SMS advertisement is informative. 0.941 NS

8 Receive SMS advertisement make shopping easier. 0.312 NS




The value of p<∝(0.05) which show Significant. Hence, we reject null hypothesis which is “PEOU

is independent of Gender” For this statement “Receiving SMS advertising is easy” is depend on

gender across state of Gujarat. For all other PEOU construct statement p>∝(0.05) so its not

Significant means PEOU is independent of gender.

Hypothesis: XVII

H0-Responsiveness toward SMS Advt. is independent of Gender

There is no significant difference between gender and consumer responsiveness toward SMS advt.


Credibility)

Sr No H0: Responsiveness toward SMS Advt. is independent of Gender p value S OR NS

1 I use SMS advertisement as a reference for purchasing. 0.127 NS

2 SMS advertisement fun to use. 0.312 NS

3 SMS advertisement exciting and interesting. 0.001 S


The value of p<∝(0.05) which show Significant. Hence, we reject null hypothesis which is

“Responsiveness toward SMS Advt. is independent of Gender” For the statement “SMS

advertisement exciting and interesting”.is depend on gender. For other two statement we accept

responsiveness toward SMS advt. is independent of Gender.

Hypothesis: XVIII

H0-There is no significant difference between gender and motive toward SMS advertisement

Table Number -6.40- Result of χ2 Test at 5 Per cent Level of Significant (Gender vis-a-vis

Motive toward SMS advertising)

Sr No

H0: There is no Significant difference between gender and

motive toward SMS advertisement p value S OR

NS

1 I feel that SMS advertisement is pleasant. 0.003 S

2 I feel SMS advertising is not boring. 0.348 NS

3 I like to take chances for SMS advertisement than other Advt. Media.

0.019 S

4 I like to experiment with new way of doing things. 0.267 NS

5 SMS Advertisement is good source of product information. 0.364 NS

6 SMS Advertisement help me decide what to buy. 0.553 NS

7 SMS advertisement good source of information. 0.762 NS




The value of p<∝(0.05) which show Significant. Hence, we reject null hypothesis which is “There is

no Significant difference between gender and motive toward SMS advertisement”. But through

analysis its found for statement “I feel SMS advertisement is pleasant” which is differ across

gender. Same way “I like to take chances for SMS advertisement than other advt. media.” Which

differ across gender.

Hypothesis: XIX

H0-There is no Significant relationship between Gender and user’s activity SMS advertisement


User’s activity Toward SMS Advertisement)

Sr No

H0: There is no Significant difference between Gender and user’s activity SMS

advertisement

p value

S OR NS

1 SMS advertisement is cumbersome. 0.734 NS

2 SMS Advertisement is annoying me. 0.038 S

3 SMS Advertisement is irritating me. 0.03 S


The value of p<∝(0.05) which show Significant. Hence, we reject null hypothesis which is “There

is no Significant relationship between Gender and user’s activity SMS advertisement”. “SMS

advertising is annoying me” and “ SMS advertising irritating me.” Where there is significant

difference between Gender and users’ activity SMS advertisement.

Hypothesis: XX

H0-There is no significant difference between Gender and Consumer perception about SMS

advertisement


Consumer Perception)

Sr

No

H0: There is no Significant difference between Gender and Consumer

perception about SMS advertisement p value

S OR NS

1 I think SMS advertisement is less innovative. 0.125 NS

2 I think SMS advertisement does not suit personal need. 0.862 NS

3 SMS advertisement relayed at wrong time. 0.646 NS

4 I clutter as a result of too many ads. 0.544 NS

5 SMS advertisement caused disturbance at work. 0.771 NS

6 Its time consuming to go through SMS Ads. 0.53 NS

7 I recall brands advertise thorough SMS advertisement. 0.064 NS




The value of p>∝ (0.05) which is indication to accept null hypothesis. Hence, for all above

Consumer perception related statements is not significant in that case null hypothesis is accepted.

Hypothesis: XXI

H0-There is no significant difference between Gender and overall opinion about SMS Advt.


Consumer Perception)

Sr No

H0: There is no Significant difference between Gender and overall opinion

about SMS Advt.

p value

S OR NS

1 I find SMS advertisement relevant. 0.03 S

2 I feel irritated to get SMS advertisement. 0.049 NS 3 I benefit from SMS advertisement giving promotional announcements. 0.034 NS

4 I think SMS advertisement is convincing. 0.256 NS

5 I consider SMS advertising not silly. 0.686 NS 6 I welcome permission based SMS advertisement. 0.292 NS

7 I consider SMS advertising of instructive nature. 0.191 NS

8 I feel SMS advertisement give clear message. 0.844 NS 9 I think SMS advertisement is worth remembering. 0.06 NS

10 I think SMS advertisement is not easy to forget. 0.168 NS



no Significant difference between Gender and overall opinion about SMS Advt.”Finding out SMS

advertising is relevant is differ across gender and overall opinion about SMS advertising is also

differ. For other statement analysis show not Significant which leads to acceptance of null

hypothesis.

Hypothesis: XXII

H0-There is no Significant difference between Gender and Receptiveness of SMS advertisement


Receptiveness)

Sr

No

HO: There is no Significant difference between gender and receptiveness of

sms advertisement

p

value

S

OR

NS

1 I like to take advantage of SMS advertisement. 0.78 NS

2 I would like to improve knowledge. 0.692 NS

3 Would like to use for special promotions. 0.75 NS

4 Invasion of personal space. 0.518 NS



5 Marketing related to promotional scheme, are more interesting. 0.34 NS

6 I am interested in participating in SMS advt.campaign. 0.001 S

7 I will use text messages in future too. 0.497 NS



no Significant difference between Gender and Receptiveness of SMS advertisement. “Only in case

statement “I am interested in participating in SMS advt.campaign.” gender differ across the city in

Gujarat state. For other construct statement it’s not Significant which leads to acceptance of null

hypothesis.

Hypothesis: XXIV

H0-There is no Significant difference between Gender and Privacy


Privacy)

Sr No HO: THERE IS NO SIGNIFICNACE DIFFERENCE BETWEEN GENDER AND PRIVACY p value S

OR NS 1 There is risk of misuse of personal data due to use of SMS advt. & advt. service. 0.006 NS

2 I would like to share SMS advt. to my friends. 0.237 NS


The value of "p>∝ (0.05)” which is indication to accept null hypothesis. Hence, for all above

Consumer perception related statements is not Significant in that case null hypothesis is

accepted.Hence, there is no Significant difference between Gender and Privacy.

Hypothesis: XXV

H0-Practise to received information from SMS advertisement is independent of Age

Table Number -6.46- Result of χ2 Test at 5 Per cent Level of Significant(Age vis-a-vis

Respective Product & Service) H0: Practise to received information from SMS advertisement is independent of Age

Types of Service / Products

[ Information received from SMS Advertisement ]

p Value S OR NS

PR

OD

UC

TS

Book Cinema / Theater tickets through SMS 0.153 NS

Book Travel Tickets through SMS informtion 0.172 NS

Buy Electronic Product:SMS Adv information 0.077 NS

Make micropayment in shop or elsewhere 0.002 S

Received and read news through SMS 0.134 NS

New collection of garment information through SMS 0.01 S

New collection of Watch information through SMS Ad 0.15 NS

Others Please Specify here : NS

SE

VIC

ES

Entertainment & Lifestyle : The latest Ringtones, music, jokes, dating, sports news and

much more, easily accessible on my phone! [ Callertnes / Astrology / Music / Movie &

TV / Dating / Competition / Sports

0.203 NS

Games, Downloads & Applications: 0.01 S



With this service I can play all the best games and access the newest apps to make my

phone do more.GAMES / DOWNLOAD / APPLICATIONS

Social Networking : I can keep friends updated and follow the latest happenings on

Facebook, Twitter, Orkut and more. SOCIAL UPDATES / FACEBOOK ON VOICE /

CALLER TUNE

0.622 NS

Mail & Messaging 0.148 NS

keeps me connected with email, online chat and SMS so that I’m always in the loop!

YAHOO MESSENGER / REDIFF & INDIATIMES / VERNACULAR SMS / PICTURE

SMS

Devotional 0.174 NS

My faith follows me wherever I go with prayers and devotional songs on my mobile phone.

LIVE AARATI / AND ALERTS OF AARATI

Health 0.485 NS

One stop solution to your queries related to health, wellness and fitness.

News & Finance 0.561 NS

I stay on top of the latest news, numbers and my personal finances with stock updates and

mobile banking

Travel & Transportation 0.022 S

I always know where I’m going and how to get there with flight and train information on

my mobile phone

Caller Management Services 0.625 NS

From call conferences to voicemail and caller ID, I’ve got it all under control with caller

management services.

Access and use transaction services/ account balance information through SMS

Advertisement

0.625 NS

Insurance Services SMS advt.Messages 0.25 NS

Online education Course offered SMS advt. 0.014 S


The value of p<∝(0.05) which show Significant. Hence, we reject null hypothesis which is

“Practice to received information from SMS advertisement is independent of Age” In case of

Online education course offered thorough SMS advertisement, Travel and transportation related

messages and games, downloads and applications this three namely services is depend on age across

Gujarat state. While make micropayment in shop or elsewhere is significantly depend on age. For

other services and product 𝑝 >∝ (0.05) which is not Significant means null hypothesis is true in

this cases.



6.10 Regression analysis

HYPOTHESIS - XXVI

H0: There is no relationship between motives for using SMS and attitude towards SMS advertising

Table Number -6.47- Variables Entered/Removed

Variables Entered/Removeda

Model Variables Entered Variables

Removed

Method

1 ATTITUDE_TOW_SMS_ADVTb Enter

a. Dependent Variable: MOTIVE

b. All requested variables entered.

Table Number -6.48-Model Summary

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .445a .198 .197 1.991

a. Predictors: (Constant), ATTITUDE_TOW_SMS_ADVT

b. Dependent Variable: MOTIVE

Table Number -6.49- ANNOVA

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 1172.356 1 1172.356 295.624 .000b

Residual 4754.881 1199 3.966

Total 5927.237 1200


b. Predictors: (Constant), ATTITUDE_TOW_SMS_ADVT



Table Number -6.50- Coefficient

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std.

Error

Beta

1 (Constant) .933 .255 3.662 .000

ATTITUDE_TOW_SMS_ADVT .158 .009 .445 17.194 .000


Table Number -6.51- Residuals Statistics

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.36 8.05 5.20 .988 1201

Residual -5.573 6.695 .000 1.991 1201

Std. Predicted Value -2.879 2.879 .000 1.000 1201

Std. Residual -2.799 3.362 .000 1.000 1201


An initial look identifies key elements of the analysis : One variable tested which is shown here

Dependent variable is Motive to use SMS advertisement, other variable is Attitude toward SMS

advertisement.The multiple R shows a substantial correlation between the two variable and

dependent variable (R=.445). The R- square value indicates that about 19% of the variance in

dependant variable is explained by predictor variable. The β value indicate the relative influence on

the entered variable, that is, Attitude toward SMS advertisement has (𝛽 = .158) value. The

direction of influence is 15% on Motive of SMS advertisement.

HYPOTHESIS-XXVII

H0: There is no relationship between motive to using SMS and privacy, attitudes toward SMS

advertisement.

Table Number -6.52- Residuals Statistics (Privacy & Attitude Toward SMS advertisement)

Variables Entered/Removeda

Model Variables Entered Variables

Removed

Method

1 PRIVACY,

ATTITUDE_TOW_SMS_ADVTb

Enter


b. All requested variables entered.



Table Number -6.53-Model Summary (Privcay & Attitude Toward SMS advertisement)

Table Number -6.54- ANNOVA

ANOVAa

Model Sum of Squares

df Mean Square

F Sig.

1 Regression 1250.246 2 625.123 160.124 .000b

Residual 4676.992 1198 3.904

Total 5927.237 1200


b. Predictors: (Constant), PRIVACY, ATTITUDE_TOW_SMS_ADVT

Table Number -6.55-COEFFICEINTS (Privcay & Attitude toward SMS advertisement)

Coefficientsa

Model Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std. Error

Beta

1 (Constant) .699 .258 2.707 .007

ATTITUDE_TOW_SMS_ADVT .137 .010 .386 13.406 .000

PRIVACY .134 .030 .129 4.467 .000


Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .459a .211 .210 1.976

a. Predictors: (Constant), PRIVACY, ATTITUDE_TOW_SMS_ADVT

b. Dependent Variable: MOTIVE



Table Number -6.56-RESIDUALS STATISTICS (Privcay & Attitude Toward SMS

advertisement)

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.20 8.22 5.20 1.021 1201

Residual -5.272 6.698 .000 1.974 1201

Std. Predicted Value -2.937 2.959 .000 1.000 1201

Std. Residual -2.668 3.390 .000 .999 1201


An initial look identifies key elements of the analysis: Dependent variable Motive and other

variables Privacy & Attitude toward SMS advertisement. Two variables that met entry requirement

included in final equation ( Attitude toward SMS advertisement and Privcy).The multiples R shows

a substantial correlation between the two predicator variables and dependent variable ( R=.459).The

R-square value indicates that 21 % of variance in Motive is explained by predicator variables. The β

value indicated the relative influence of the entered variables, that is, attitude toward SMS

advertisement has greater influence (β= .386 ) followed by Privacy (β= .129).

6.11-Analysis based on market segment & CHAID - [Chi-squared Automatic Interaction Detector] Application

Market segmentation is a marketing strategy that involves dividing a broad target market into

subsets of consumers, businesses, or countries who have common needs and priorities, and then

designing and implementing strategies to target them. Market segmentation strategies may be used

to identify the target customers, and provide supporting data for positioning to achieve a marketing

plan objective. Businesses may develop product differentiation strategies, or an undifferentiated

approach, involving specific products or product lines depending on the specific demand and

attributes of the target segment.

Criteria for segmenting

An ideal market segment meets all of the following criteria:

I. It must be large enough to earn profit.



II. It is possible to measure.

III. It must be stable enough that it does not vanish after some time.

IV. It is possible to reach potential customers via the organization's promotion and distribution

channel.

V. It is internally homogeneous (potential customers in the same segment prefer the same

product qualities).

VI. It is externally heterogeneous (potential customers from different segments have different

quality preferences).

VII. It responds consistently to a given market stimulus.

VIII. It can be reached by market intervention in a cost-effective manner.

IX. It is useful in deciding on the marketing mix.

X. It identifies the target customer(s) (surrogate(s))

XI. It provides supporting data for a market positioning or sales approach.

Methods for segmenting consumer markets

I. Geographic Segmentation

II. Demographic Segmentation

III. Psychographic Segmentation

IV. Segmentation by benefits

V. Cultural Segmentation

VI. Multi-Variable Account Segmentation

Using segmentation in customer retention

The basic approach to retention-based segmentation is that a company tags each of its active

customers with three values:

Is this customer at high risk of cancelling the company's service?

One of the most common indicators of high-risk customers is a drop off in usage of the company's

service. For example, in the credit card industry this could be signaled through a customer's decline

in spending on his or her card.

Is this customer worth retaining?



This determination boils down to whether the post-retention profit generated from the customer is

predicted to be greater than the cost incurred to retain the customer.

What retention tactics should be used to retain this customer?

For customers who are deemed worthy of saving, it is essential for the company to know which save

tactics are most likely to be successful. Tactics commonly used range from providing special

customer discounts to sending customers communications that reinforce the value proposition of the

given service.

In politics and sociology, divide and rule (or divide and conquer) is gaining and maintaining

power by breaking up larger concentrations of power into pieces that individually have less

power than the one implementing the strategy. The concept refers to a strategy that breaks up

existing power structures and prevents smaller power groups from linking up.

General CHAID introductory overview

The acronym CHAID stands for Chi-squared Automatic Interaction Detector. It is one of the oldest

tree classification methods originally proposed by Kass (1980). According to Ripley, 1996, the

CHAID algorithm is a descendent of THAID developed by Morgan and Messenger, (1973). CHAID

will "build" non-binary trees (i.e., trees where more than two branches can attach to a single root or

node), based on a relatively simple algorithm that is particularly well suited for the analysis of larger

datasets. Also, because the CHAID algorithm will often effectively yield many multi-way frequency

tables (e.g., when classifying a categorical response variable with many categories, based on

categorical predictors with many classes), it has been particularly popular in marketing research, in

the context of market segmentation studies.

Both CHAID and C&RT techniques will construct trees, where each (non-terminal) node identifies

a split condition, to yield optimum prediction (of continuous dependent or response variables) or

classification (for categorical dependent or response variables). Hence, both types of algorithms can

be applied to analyze regression-type problems or classification-type.CHAID is a recursive

partitioning method.



Limitations of CHAID

While CHAID was designed to process non-metric and non-ordinal data that normal multivariate

analyses cannot handle, it has certain limitations:

I. Data must be ordinal, nominal or interval, and not metric. No variable can have more than

15 levels. Any variable having more than 15 levels, and all metric variables, must get

recoded to no more than 15 categories.

II. You must specify a "response" or dependent variable. This is similar to the grouping

variable in discriminant analysis. CHAID will partition the sample to maximize between-

group differences (variance) on this variable. If you have no such dependent variable,

CHAID will not run. You can, though, run CHAID using such dependent variables as

segments generated by a clustering procedure, to look at the data in a different way.

III. Note that CHAID cannot perform analyses with continuous dependent variables, such as

number of packages of the product bought. You must either recode such variables, or use

CHAID/CART, which the next section discusses.

XII. CHAID cannot process zero values or codes that are not in sequence (for instance, you

cannot skip from a code "3" to a code "6"). This may add to the time you must spend

recoding data.

Researcher had applied CHAID to following research instrument questions in order to know market

segmentation of Gujarat State.

1. Book cinema / theater tickets through SMS

2. What type of SMS would you like to receive?

3. On an average SMS messages you receive per day?

4. I like to take chances for SMS advertisement than the other Advt. Media

5. SMS advertisement is cumbersome

6. Make Micropayment in shop or elsewhere

7. Received and read news through SMS

8. Since how long do you use Mobile Phone?

9. I find SMS advertisement relevant

10. I benefit from SMS advt. giving promotional announcement

11. I am interested in participating in SMS advt. campaign



Each output tree model is representing Target market percentage. Marketer and practicener should

focus on target market for product and service. Segmentation is based on Demographic

Segmentation, Geographic Segmentation & in some cases both, Psychographic Segmentation,

segment by benefits. CHAID give visual tree which allow decision maker to take decision for their

specific Product / Service. (Annexure 3 – CHAID and Exhaustive CHAID Algorithm)

Please find CHAID analysis for Market Segmentation model now onward.

CHAID - (Chi-squared Automatic Interaction Detector )

DEPENDANT VARIABLE : Book cinema / theater tickets through SMS INDEPENDENT VARIBLE INCLUDED :Annual Income [ In Rupees ], Cities

MODEL SUMMARY

Specifications Growing Method CHAID

Dependent Variable Book cinema/ theater tickets through SMS

Independent Variables Gender, Your Age, Your Annual Income [ In

Rupees ], CITIES

Validation None

Maximum Tree Depth 3

Minimum Cases in Parent

Node 100

Minimum Cases in Child

Node 50

Results Independent Variables

Included Your Annual Income [ In Rupees ], CITIES

Number of Nodes 17

Number of Terminal Nodes 10

Depth 3

Tree Model attached as Annexure : MODEL NUMBER -I Gain Summary for Nodes Risk Table :

Gain Summary for Nodes

Node N Percent Mean

11 12 1.0% 2.25

13 30 2.5% 2.17

12 128 10.7% 1.97

8 66 5.5% 1.95

14 290 24.2% 1.93

10 412 34.4% 1.86

15 111 9.3% 1.83

1 92 7.7% 1.62

9 26 2.2% 1.58

16 30 2.5% 1.53

Growing Method: CHAID Dependent Variable: Book cinema/ theater tickets through SMS

Note : Ah= Ahmedabad,Bh= Bhavnagar, Su= Surat, Ra= Rajkot, Pa= PatanVa= Vadodara [From Now onward Model], Male= M, Female= F

Estimate Std. Error

.512 .015

Growing Method: CHAID Dependent Variable: Book cinema/ theater tickets through SMS

CRITERIA FOR SEGMENTING :

Earn Maximum Profit

METHODS FOR SEGMENTING CONSUMER MARKETS :

Geographical Segmentation

TARGET MARKET AS PER CHAID ANALYSIS IS NODE :

NODE 10- 34.4 %

INTERPRETATION: This model suggest marketer maximum gain Customer potential is Ah,Bh and Ra. And no income / Students groups major buyer of this product. So, marketer focus this Segment for this Product. In order to increase Market Share.

PhD Thesis PRASHANT AMIN Page 240

CHAID ANALYSIS MODEL NUMBER ‐1 ANNEXURE‐ I

PATAN PATAN



DEPENDANT VARIABLE: What type of SMS would you like to receive ? INDEPENDENT VARIBLE INCLUDED :Gender , Education Qualification, Cities, Age

MODEL SUMMARY


Dependent Variable What type of SMS would you like to receive ?

Independent Variables CITIES, Your Marital Status, Your Age, Gender,

Your Occupation, Your Education Qualifications

Validation None



Node 100


Node 50


Included

Gender, Your Education Qualifications, Your

Age, CITIES

Number of Nodes 10


Depth 3

Tree Model attached as Annexure : MODEL NUMBER-II Classification Table Risk Table :

Observed Predicted

None Product Information

Service Information

Competition / Lucky Draw

Promotional messages

for discounts / coupons

Annoucement for Movie and

event

Percent Correct

None 156 0 79 0 85 0 48.8%

Product Information 41 0 56 0 64 0 0.0%

Service Information 73 0 122 0 100 0 41.4%

Competition / Lucky Draw 19 0 20 0 46 0 0.0%

Promotional messages for discounts / coupons

51 0 75 0 118 0 48.4%

Annoucement for Movie and event

39 0 31 0 26 0 0.0%

Overall Percentage 31.6% 0.0% 31.9% 0.0% 36.6% 0.0% 33.0%

Growing Method: CHAID Dependent Variable: What type of SMS would you like to receive?

Note : Ah= Ahmedabad,Bh= Bhavnagar, Su= Surat, Ra= Rajkot, Pa= Patan,Va= Vadodara [From Now onward Model], Male= M, Female= F

Risk

Estimate Std. Error

.670 .014

Growing Method: CHAID Dependent Variable: What type of SMS would you like to receive?


Internally homogenous


Geographical /Demographic Segmentation


None / Promotional Message user/Discount Coupons/ Service Information

INTERPRETATION: Ah, Va SMS user like to receive Service information messages and Pa, Bh SMS users would like to receive promotional messages for discount Coupon.


CHAID ANALYSIS MODEL NUMBER ‐2 ANNEXURE‐ II

PATAN


CHAID ANALYSIS


DEPENDANT VARIABLE: On an average SMS messages you receive per day? INDEPENDENT VARIBLE INCLUDED : Cities, Your Education Qualification, Marital Statues

MODEL SUMMARY


Dependent Variable On an avarage SMS messages you receive per

day ?



Validation None



Node 100


Node 50


Included

CITIES, Your Education Qualifications, Your

Marital Status

Number of Nodes 8


Depth 2

Tree Model attached as Annexure : MODEL NUMBER -III Classification Table Risk Table :

Observed

Predicted

1-5

Messages

6-10

Messages

11-20

Messages

21-30

Messages

Percent

Correct

1-5 Messages 392 80 0 0 83.1%

6-10 Messages 257 95 0 0 27.0%

11-20 Messages 142 35 0 0 0.0%

21-30 Messages 141 58 0 0 0.0%

Overall

Percentage 77.7% 22.3% 0.0% 0.0% 40.6%

Growing Method: CHAID Dependent Variable: On an avarage SMS messages you receive per day ?


Risk

Estimate Std. Error

.594 .014

Growing Method: CHAID Dependent Variable: On an avarage SMS messages you receive per day?


Deciding Market Mix


Demographic Segmentation


On the basis of Messages receive per day

INTERPRETATION: Marketer can increase number of messages by one or two number in specific city where messages are only 1 to 5 number per day. To decide frequency of increase / decrease decision.


CHAID ANALYSIS MODEL NUMBER ‐3 ANNEXURE‐III

PATAN


CHAID - (Chi-squared Automatic Interaction Detector ) DEPENDANT VARIABLE: I like to take chances for SMS advertisement than the other Advt. Media INDEPENDENT VARIBLE INCLUDED : Cities, Education, Gender

MODEL SUMMARY


Dependent Variable I like to take chances for SMS

advertisement than other Advt Media

Independent Variables CITIES, Your Age, Gender, Your

Occupation, Your Education Qualifications

Validation None


Minimum Cases in Parent Node 100

Minimum Cases in Child Node 50

Results Independent Variables Included CITIES, Your Education Qualifications,

Gender

Number of Nodes 8


Depth 3

Tree Model attached as Annexure : MODLE NUMBER-IV Gain Summary for Node/Classification Table Risk Table :


Node N Percent Mean

4 81 6.7% 3.26

2 200 16.7% 3.16

7 62 5.2% 2.90

1 800 66.6% 2.63

6 58 4.8% 2.34

Growing Method: CHAID Dependent Variable: I like to take chances for SMS advertisement than other Advt Media


Risk

Estimate Std. Error

1.557 .048



Identify Target Cities


Demographic Segmentation + Geographic Segmentation


Node 1 – 66.6%

INTERPRETATION: Bhavnagar & Rajkot major focus area marketer where respondents’ perception differ. Ah, Va,Su,Pa eter gain good potential customer to advertise product / service gh SMS advertisement media. SMS advertisement strategies must werful enough to change perception of Bhavnagar and Rajkot respondents.


CHAID ANALYSIS MODEL NUMBER ‐3 ANNEXURE‐IV

PATAN


CHAID - (Chi-squared Automatic Interaction Detector ) DEPENDANT VARIABLE: I like to take chances for SMS advertisement than other Advt. media INDEPENDENT VARIBLE INCLUDED : Cities, Marital Status, Education, Occupation,Gender

MODEL SUMMARY


Dependent Variable I like to take chances for SMS advertisement

than other Advt Media



Validation None



Node 100


Node 50


Included

CITIES, Your Marital Status, Your Education

Qualifications, Your Occupation, Gender

Number of Nodes 18


Depth 3

Tree Model attached as Annexure : MODLE NUMBER-V Gain Summary for Nodes/Classification Table Risk Table :

Node N Percent Mean

10 49 4.1% 3.4511 47 3.9% 3.3814 22 1.8% 3.0913 34 2.8% 3.099 151 12.6% 3.065 73 6.1% 2.9617 62 5.2% 2.906 525 43.8% 2.6215 140 11.7% 2.5116 58 4.8% 2.347 39 3.3% 2.23



Estimate Std. Error

1.549 .047



Externally Heterogeneous


Geographical Segmentation , Demographical Segmentation and Segment by benefits


Node number ‐6 – 43.8%

INTERPRETATION: Another independent variable added added by researcher which is marital status of respondents. It is interesting to see that 43.8% of target market is Unmarried population of Ah, Va and Pa. So, marketers & media professional reach to target audience for product and Service advertise through SMS advt.


CHAID ANALYSIS MODEL NUMBER ‐5 ANNEXURE‐V

PATAN



DEPENDANT VARIABLE : SMS advertisement is cumbersome INDEPENDENT VARIBLE INCLUDED :Cities ,Age & Gender

MODEL SUMMARY

Model Summary


Dependent Variable SMS advertisement is cumbersome

Independent Variables CITIES, Your Age, Gender

Validation None



Node 100


Node 50


Included Your Age, CITIES, Gender

Number of Nodes 14


Depth 3

Tree Model attached as Annexure : MODEL NUMBER -VI Gain Summary for Nodes Risk Table :

Node N Percent Mean

5 71 6.0% 3.513 121 10.2% 3.346 177 14.9% 3.127 130 11.0% 3.0811 37 3.1% 2.8912 200 16.8% 2.884 193 16.3% 2.8513 151 12.7% 2.7910 107 9.0% 2.60

Growing Method: CHAID Dependent Variable: SMS advertisement is cumbersome


Estimate Std. Error

3.787 1.364

Growing Method: CHAID Dependent Variable: SMS advertisement is cumbersome

CRITERIA FOR SEGMENTING : Market Intervention by Cost-effective Manner


Psychographic Segmentation


Node 4 and 12 – 16.3% & 16.8 % resp.

INTERPRETATION: Ah & Bh cities respondents age group between 25-35 Years and 36-45 Years feels SMS advertisement is cumbersome. Su, Bh & Pa cities F respondents feel SMS advt. is cumbersome.So, marketer should keep this in mind while designing SMS marketing plan for specific product or service.


CHAID ANALYSIS MODEL NUMBER ‐6 ANNEXURE‐VI

PATAN PATAN



DEPENDANT VARIABLE : Make Micropayment in shop or elsewhere INDEPENDENT VARIBLE INCLUDED :Cities & Age

MODEL SUMMARY


Dependent Variable Make Micropayement in shop or elsewhere


Validation None



Node 100


Node 50


Included CITIES, Your Age

Number of Nodes 5


Depth 2

Tree Model attached as Annexure : MODEL NUMBER -VII Gain Summary for Nodes Risk Table :


Node N Percent Mean

3 218 18.2% 2.32

2 398 33.2% 2.31

4 583 48.6% 2.11

Growing Method: CHAID Dependent Variable: Make Micropayement in shop or elsewhere


Estimate Std. Error

.499 .015

Growing Method: CHAID Dependent Variable: Make Micropayement in shop or elsewhere

CRITERIA FOR SEGMENTING : Segment by Benefits




Node number 4‐48.6%

INTERPRETATION: CHID analysis suggest segmentation cities Ah, Su,Bh & Ra, age group below 25, 36-45 Years group and above 46 years respondents are majority users of this micropayment method. It has been inferred from analysis that marketer should focus their market effort to generate awareness about this product in cities like Vadodara and Patan across all age group.


CHAID ANALYSIS MODEL NUMBER ‐7 ANNEXURE‐VII

PATAN



DEPENDANT VARIABLE : Received and read news through SMS INDEPENDENT VARIBLE INCLUDED :Cities, Age, Gender

MODEL SUMMARY


Dependent Variable Received and read news through SMS


Validation None



Node 100


Node 50


Included Your Age

Number of Nodes 3


Depth 1

Tree Model attached as Annexure : MODEL NUMBER -VIII Gain Summary for Nodes Risk Table :

Node N Percent Mean

2 127 10.6% 2.19

1 1072 89.4% 1.89

Growing Method: CHAID

Dependent Variable: Received and read news

through SMS


Estimate Std. Error

1.329 .741

Growing Method: CHAID Dependent Variable: Received and read news through SMS

CRITERIA FOR SEGMENTING : Target Customer


Demographic Segmentation Identify


Node Number‐1‐89.4%

INTERPRETATION: From the analysis it is very much clear that marketer age group25-

35 Years, Below 25 Years & 36-45 Years respondents is target

market for News reader through SMS. Here marketer should focus

on age rather than cities.


CHAID ANALYSIS MODEL NUMBER ‐8 ANNEXURE‐ VIII



DEPENDANT VARIABLE : Since how long do you use Mobile Phone ? INDEPENDENT VARIBLE INCLUDED : Your Marital Status, Gender, CITIES, Your Age

MODEL SUMMARY


Dependent Variable Since how long do you use Mobile Phone ?

Independent Variables CITIES, Your Age, Gender, Your Occupation,

Your Marital Status

Validation None



Node 100


Node 50


Included Your Marital Status, Gender, CITIES, Your Age

Number of Nodes 15


Depth 3

Tree Model attached as Annexure : MODEL NUMBER -IX Gain Summary for Nodes / Classification Table Risk Table :

Observed

Predicted

Less Than One

Year 1-3

Year 3-5

Year 6-10 Year

More than 10 Years

Percent Correct

Less Than One Year

39 113 27 4 11 20.1%

1-3 Year 27 198 86 24 8 57.7%3-5 Year 10 166 146 23 19 40.1%6-10 Year 2 76 91 31 21 14.0%More than 10 Years

1 20 22 10 26 32.9%

Overall Percentage

6.6% 47.7% 31.0% 7.7% 7.1% 36.6%

Growing Method: CHAID Dependent Variable: Since how long do you use Mobile Phone ?


Estimate Std. Error

.634 .014

Growing Method: CHAID Dependent Variable: Since how long do you use Mobile Phone ?


To reach market Cost – effective manner


Demographic Segmentation & Geographic Segmentation


1‐3 Years & 57.7 % users

INTERPRETATION: From the CHAI analysis it is clear now that majority of consumer using mobile phones 1-3 years. So, it has been inferred that majority of customer is teenage and youth. City also shown in tree.


CHAID ANALYSIS MODEL NUMBER ‐9 ANNEXURE‐IX

PATANBHAVNAGARVADODARA



DEPENDANT VARIABLE : I find SMS advertisement relevant INDEPENDENT VARIBLE INCLUDED : Occupation

MODEL SUMMARY


Dependent Variable I find SMS advertisement relavant

Independent Variables Your Age, Gender, Your Occupation, Your

Marital Status, Your Education Qualifications,


Validation None



Node 100


Node 50


Included Your Occupation

Number of Nodes 3


Depth 1

Tree Model attached as Annexure : MODEL NUMBER -X Gain Summary for Nodes / Classification Table Risk Table :

Node N Percent Mean

1 153 12.8% 3.34

2 1042 87.2% 2.90

Growing Method: CHAID

Dependent Variable: I find SMS advertisement

relavant


Estimate Std. Error

1.390 .044

Growing Method: CHAID Dependent Variable: I find SMS advertisement relavant


Response to given SMS Marketing




Node Number ‐2‐ 87.2%

INTERPRETATION: From the analysis it has been found that Students and Housewife finds SMS advertisement relevant & professional, service and business class also feel same. Market should keep this in mind while target customer through SMS advertisement.


CHAID ANALYSIS MODEL NUMBER ‐10 ANNEXURE‐ X



DEPENDANT VARIABLE : I benefit from SMS advt. giving promotional announcement INDEPENDENT VARIBLE INCLUDED : Occupation

MODEL SUMMARY


Dependent Variable I benefit from SMS advt. giving promotional

announcement

Independent Variables Your Age, Gender, Your Occupation, Your

Marital Status, Your Education Qualifications,


Validation None



Node 100


Node 50


Included Your Occupation

Number of Nodes 3


Depth 1

Tree Model attached as Annexure : MODEL NUMBER -XI Gain Summary for Nodes / Classification Table Risk Table :

Node N Percent Mean

1 153 12.8% 3.29

2 1046 87.2% 2.95

Growing Method: CHAID Dependent Variable: I benifit from SMS advt. giving promotional annoucement


Estimate Std. Error

1.479 .045

Growing Method: CHAID Dependent Variable: I benifit from SMS advt. giving promotional annoucement

CRITERIA FOR SEGMENTING : Market positioning & Sales approach




Node Number ‐2‐ 87.2%

INTERPRETATION: From the analysis it has been clear that SMS promotional messages is very useful to Students and housewife. So, marketer should keep focus on this segment or woo this segment by promotional SMS method and indirectly advertise product and services of company. This trend is also seen in Professional, Service and Business community. So, we can identify target market on the basis of occupation of target individual.


CHAID ANALYSIS MODEL NUMBER ‐11 ANNEXURE‐ XI



DEPENDANT VARIABLE : I am interested in participating in SMS advt. campaign INDEPENDENT VARIBLE INCLUDED : Gender

MODEL SUMMARY


Dependent Variable I am interested in participating in SMS advt.

campaign

Independent Variables Your Age, Gender, Your Marital Status, Your

Education Qualifications, Your Annual Income [

In Rupees ]

Validation None



Node 100


Node 50


Included Gender, Your Education Qualifications

Number of Nodes 5


Depth 2

Tree Model attached as Annexure : MODEL NUMBER -XII Gain Summary for Nodes / Classification Table Risk Table :

Node N Percent Mean

2 545 45.4% 2.92

3 208 17.3% 2.91

4 447 37.3% 2.55

Growing Method: CHAID Dependent Variable: I am interested in participating in SMS advt. campaign


Estimate Std. Error

1.636 .048

Growing Method: CHAID Dependent Variable: I am interested in participating in SMS advt. campaign

CRITERIA FOR SEGMENTING : target customer(s) (surrogate(s))




Node number‐2‐45.4%

INTERPRETATION: From the analysis it has been found that Male are more interested in participating SMS advt. campaign as compare to female population. So, marketer may design and target male for their product service SMS advertisement campaign.


CHAID ANALYSIS MODEL NUMBER ‐12 ANNEXURE‐ XII


CHAPTER-6-DATA ANALYSIS INTERPRETATION

PhD Thesis PRASHANT AMIN Page Number-264

6.12 -TURF - Total Unduplicated Reach and Frequency

TURF means Total Unduplicated Reach and Frequency – and that is exactly what the analysis

delivers.

In general the purpose of the analysis is to discover, out of a range of different offerings, those

which, in combination, achieve the maximum reach. Thus for example, the manufacturer of a food

product may wish to discover which range of flavor variants will reach the widest possible circle

of purchasers.

Thus, a possible objective may be to identify, out of 10 different flavor variants, the 5 which will

in combination achieve the largest number of purchasers (reach). These may not necessarily be the

5 variants which, when taken separately, have the highest share of purchasers. The analysis

delivers the net share of purchasers for all possible combinations of 5 variants.

A further question is: what volumes will be generated by different combinations (frequency). In

the above-mentioned example it is determined, for each combination of 5 variants, what volume

of unit sales can be achieved.

Survey procedure

Intention to purchase is asked for all of the alternatives surveyed. This can be either binary (would

buy/would not buy) or a scale question (would definitely buy, would probably buy, etc.). This data

is used for calculating reach.

Limitation & assumption of TURF

While TURF is a useful and commonly used tool, a few points should be kept in mind when using

or interpreting results from a TURF analysis. TURF makes the assumption that once consumers

are satisfied with a specific product they will no longer seek variety in that product category. This

assumption is probably limiting for some product categories where there is substantial variety

seeking. Also, TURF makes no assumptions about frequency or amount of use. It does not

distinguish between the person who will definitely buy the product twice a week and the person

who will definitely buy the product once a month. This is why the 'frequency of use' questions

mentioned earlier can be valuable. Using the data from those questions as a weight will allow for

a better estimation of the volumetric potential of the line.

TURF

TOTAL UNDUPLICATED REACH AND FREQUENCY

PRODUCT SET-1-AMUSEMENT

1. GAMES, DOWNLOAD AND APPLICATIONS2. SOCIAL NETWORKING3. MAIL AND MESSAGING

Page 265

TURF ( TOTAL UNDUPLICATED REACH AND FREQUECEY )

SMS Advertising Product / Service Calculation of GRP ( Gross Rating Points ) Gross Rating Points = % Reach ×Frequecy GAMES, DOWNLOAD AND APPLICATIONS, SOCIAL NETWORKING, MAIL AND MESSAGING

Maximum Group Size: 1. Reach and Frequency.

Variables Reach Pct of Cases Frequency Pct of Responses

GRPs = Reach X Frequency

SOCIAL NETWORKING 598 49.8 598 36.2 29776 MAIL AND MESSAGING 554 46.1 554 33.5 25555 GAMES, DOWNLOAD AND APPLICATIONS

502 41.8 502 30.4 20983


Variables Statistics Reach Pct of

Cases Frequency Pct of Responses GRPs = Reach X

Frequency GAMES, DOWNLOAD AND APPLICATIONS, SOCIAL NETWORKING

731 60.9 1100 66.5 66953

GAMES, DOWNLOAD AND APPLICATIONS, MAIL AND MESSAGING

727 60.5 1056 63.8 63923

SOCIAL NETWORKING, MAIL AND MESSAGING

726 60.4 1152 69.6 69638

SOCIAL NETWORKING 598 49.8 598 36.2 29776 MAIL AND MESSAGING 554 46.1 554 33.5 25555 GAMES, DOWNLOAD AND APPLICATIONS

502 41.8 502 30.4 20983

598 598 36.2 29776

554 554 33.525555

502 502 30.4 20983

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reach Frequency Pct of Responses GRPs = Reach X Frequency

SOCIAL NETWORKING MAIL AND MESSAGING GAMES, DOWNLOAD AND APPLICATIONS

Page 266


Variables Statistics Reach Pct of Cases Frequency Pct of

Responses GRPs = Reach X Frequency

GAMES, DOWNLOAD AND APPLICATIONS, SOCIAL NETWORKING, MAIL AND MESSAGING

813 67.7 1654 100.0 111965

GAMES, DOWNLOAD AND APPLICATIONS, SOCIAL NETWORKING

731 60.9 1100 66.5 66953

GAMES, DOWNLOAD AND APPLICATIONS, MAIL AND MESSAGING

727 60.5 1056 63.8 63923

SOCIAL NETWORKING, MAIL AND MESSAGING

726 60.4 1152 69.6 69638

SOCIAL NETWORKING 598 49.8 598 36.2 29776 MAIL AND MESSAGING 554 46.1 554 33.5 25555

Best Reach and Frequency by Group Size

Group Size Reach Pct of Cases

Frequency Pct of Responses

GRPs = Reach X

Frequency ADDED: SOCIAL NETWORKING 1 598 49.8 598 36.2 29776

ADDED: GAMES, DOWNLOAD AND APPLICATIONS KEPT: SOCIAL NETWORKING

2 731 60.9 1100 66.5 66953

ADDED: MAIL AND MESSAGING KEPT: GAMES, DOWNLOAD AND APPLICATIONS, SOCIAL NETWORKING

3 813 67.7 1654 100.0 111965

149.8

598 29776

2

60.91100 66953

367.7

1654 111965

0%

20%

40%

60%

80%

100%

Group Size Pct of Cases Frequency GRPs = Reach X Frequency

Best Reach & Frequency by Group Size

ADDED: MAIL AND MESSAGINGKEPT: GAMES, DOWNLOAD AND APPLICATIONS, SOCIAL NETWORKING

ADDED: GAMES, DOWNLOAD AND APPLICATIONSKEPT: SOCIAL NETWORKING

ADDED: SOCIAL NETWORKING

Page 267

Services such as games download and applications and social networking applications will generate maximum reach (66593) to target maximum number of customers. Along with above services such as social networking applications will generate maximum number of reach to target various group of customers.

Page 268

TURF


PRODUCT SET-2STYLE OF LIVING

1. “Received & Read new through SMS”,2. “Entertainment & Lifestyle”,3. “Garment Info. Through SMS &4. “Watch collection information through

SMS”

Page 269


SMS Advertising Product / Service Calculation of GRP ( Gross Rating Points ) Gross Rating Points = % Reach ×Frequecy

“Receveid & Read new through SMS”, “Entertainment & Lifestyle”, “Garment Info & “Watch Information” related SMS messages

MAXIMUM GROUP SIZE: 1. REACH AND FREQUENCY.

Reach % of Cases Frequency % of Responses GRP

RECEVEID & READ NEW THROUGH SMS 416 34.6 416 28.1 14409 ENTERTAINMENT & LIFESTYLE 410 34.1 410 27.7 13997 GARMENTS 337 28.1 337 22.7 9456 SSWATH INFO 319 26.6 319 21.5 8473 Variables: RECEVEID & READ NEW THROUGH SMS, GARMENTS, WATH INFO, ENTERTAINMENT & LIFESTYLE


Reach % of Cases

Frequency % of Responses

GRP

RECEVEID & READ NEW THROUGH SMS, ENTERTAINMENT & LIFESTYLE

610 50.8 826 55.7 41953

GARMENTS, ENTERTAINMENT & LIFESTYLE 569 47.4 747 50.4 35391 RECEVEID & READ NEW THROUGH SMS, GARMENTS 568 47.3 753 50.8 35612 RECEVEID & READ NEW THROUGH SMS, WATH INFO 568 47.3 735 49.6 34761 WATH INFO, ENTERTAINMENT & LIFESTYLE 547 45.5 729 49.2 33203 GARMENTS, WATH INFO 447 37.2 656 44.3 24416 Variables: RECEVEID & READ NEW THROUGH SMS, GARMENTS, WATH INFO, ENTERTAINMENT & LIFESTYLE

INTERPRETATION :- From the analysis and Maximum group Size -1. Received and read new through SMS and Entertainment and lifestyle . The first service due to its popularity GRP 14409. And in second position Entertainment and Lifestyle services followed by new garment collection information through SMS. So, marketer should provide combine SMS tactics to reach maximum number of customer.

34.6 416 14409

34.1 41013997

28.1 3379456

26.6 319 8473

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pct of Cases Frequency GRP

Maximum Group Size 3 - R eac h & Frequenc y

MICROPAYMENT ENTERTAINMENT & LIFESTYLE

GARMENTS WATH INFO

GA

MES, D

OW

NLO

AD

AN

D

APPLIC

ATIO

NS, SO

CIA

L N

ETWO

RK

ING

, MA

IL AN

D

MESSA

GIN

G

Page 270

PRASHANT

Inserted Text


Reach % of Cases

Frequency % of Responses

GRP

RECEVEID & READ NEW THROUGH SMS, GARMENTS, WATH INFO, ENTERTAINMENT & LIFESTYLE

735 61.2 1482 100.0 90697

RECEVEID & READ NEW THROUGH SMS, GARMENTS, ENTERTAINMENT & LIFESTYLE

697 58.0 1163 78.5 67495

RECEVEID & READ NEW THROUGH SMS, WATH INFO, ENTERTAINMENT & LIFESTYLE

682 56.8 1145 77.3 65020

RECEVEID & READ NEW THROUGH SMS, GARMENTS, WATH INFO

642 53.5 1072 72.3 57304

GARMENTS, WATH INFO, ENTERTAINMENT & LIFESTYLE 628 52.3 1066 71.9 55741 RECEVEID & READ NEW THROUGH SMS, ENTERTAINMENT & LIFESTYLE

610 50.8 826 55.7 41953

Variables: RECEVEID & READ NEW THROUGH SMS, GARMENTS, WATH INFO, ENTERTAINMENT & LIFESTYLE

BEST REACH AND FREQUENCY BY GROUP SIZE

Group Size

Reach Pct of Cases


GRP

ADDED: RECEVEID & READ NEW THROUGH SMS 1 416 34.6 416 28.1 14409 ADDED: ENTERTAINMENT & LIFESTYLE KEPT: RECEVEID & READ NEW THROUGH SMS

2 610 50.8 826 55.7 41953

ADDED: GARMENTS KEPT: RECEVEID & READ NEW THROUGH SMS, ENTERTAINMENT & LIFESTYLE

3 697 58.0 S1163 78.5 67495

ADDED: WATH INFO KEPT: RECEVEID & READ NEW THROUGH SMS, GARMENTS, ENTERTAINMENT & LIFESTYLE

4 735 61.2 1482 100.0 90697

INTERPRATATION

INTERPRETATION :-

From the given data it indicates that combinations of Micro

payments and entertainment and lifestyle related information will produce greatest reach (41593) and greatest number of customers. While combinations of various services such as information about garments, micropayments and Entertrainment & Lifestyle rlated services will produce maximum reach(67495).

34.6416 14409

50.8

82641953

58.0

116367495

61.21482 90697

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pct of Cases Frequency GRP

B est R eac h and Frequenc y by Group Size

ADDED: WATH INFOKEPT: MICROPAYMENT, GARMENTS, ENTERTAINMENT & LIFESTYLE

ADDED: GARMENTSKEPT: MICROPAYMENT, ENTERTAINMENT & LIFESTYLE

ADDED: ENTERTAINMENT & LIFESTYLEKEPT: MICROPAYMENT

ADDED: MICROPAYMENT

Page 271

TURF


PRODUCT SET-3-INFORMATION INTENSIVE

1. BOOK CINEMA/ THEATHER TICKETSTHROGH SMS

2. BOOK TRAVEL TICKETS THROUGH SMSINFORMATION

3. BUY ELECTRONIC PRODUCT THROUGHSMS INFO

4. MAKE MICROPAYMENT IN SHOP ORELSEWHERE

Page 272


SMS Advertising Product / Service Calculation of GRP ( Gross Rating Points ) Gross Rating Points = % Reach ×Frequecy

BOOK CINEMA/ THEATHER TICKETS THROGH SMS/ BOOK TRAVEL TICKETS THROUGH SMS INFORMATION/ BUY ELECTRONIC PRODUCT THROUGH SMS INFO / MAKE MICROPAYMENT IN SHOP OR ELSEWHERE


Variables Statistics Reach Pct of

Cases Frequency Pct of

Responses GRPs = Reach X

Frequency

BOOK CINEMA/ THEATHER TICKETS THROGH SMS

403 33.6 403 34.1 13523

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION

337 28.1 337 28.5 9456

BUY ELECTRONIC PRODUCT THROUGH SMS INFO

236 19.7 236 20.0 4637

MAKE MICROPAYMENT IN SHOP OR ELSEWHERE

205 17.1 205 17.4 3499

Variables: BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, BOOK CINEMA/ THEATHER TICKETS THROGH SMS, BUY ELECTRONIC PRODUCT THROUGH SMS INFO, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE


Variables Statistics

Reach Pct of Cases


GRPs = Reach X Frequency

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

543 45.2 740 62.7 33457

BUY ELECTRONIC PRODUCT THROUGH SMS INFO, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

512 42.6 639 54.1 27241

MAKE MICROPAYMENT IN SHOP OR ELSEWHERE, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

510 42.5 608 51.5 25818

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE

449 37.4 542 45.9 20263

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, BUY ELECTRONIC PRODUCT THROUGH SMS INFO

445 37.1 573 48.5 21231

BOOK CINEMA/ THEATHER TICKETS THROGH SMS

403 33.6 403 34.1 13523


Page 273


Reach Pct of Cases


GRPs = Reach X

Frequency

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

615 51.2 945 80.0 48391

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, BUY ELECTRONIC PRODUCT THROUGH SMS INFO, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

610 50.8 976 82.6 49572

BUY ELECTRONIC PRODUCT THROUGH SMS INFO, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

582 48.5 844 71.5 40900


543 45.2 740 62.7 33457

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, BUY ELECTRONIC PRODUCT THROUGH SMS INFO, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE

525 43.7 778 65.9 34009


512 42.6 639 54.1 27241



Reach Pct of Cases


GRPs = Reach X

Frequency

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, BUY ELECTRONIC PRODUCT THROUGH SMS INFO, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

662 55.1 1181 100.0 65098

BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

615 51.2 945 80.0 48391


610 50.8 976 82.6 49572


582 48.5 844 71.5 40900


543 45.2 740 62.7 33457


525 43.7 778 65.9 34009


Page 274


Variables Statistics

Reach Pct of Cases


GRPs = Reach X

Frequency BOOK TRAVEL TICKETS THROUGH SMS INFORMATION, MAKE MICROPAYMENT IN SHOP OR ELSEWHERE, BOOK CINEMA/ THEATHER TICKETS THROGH SMS

615 51.2 945 80.0 48391


610 50.8 976 82.6 49572


582 48.5 844 71.5 40900


543 45.2 740 62.7 33457


525 43.7 778 65.9 34009


512 42.6 639 54.1 27241

Page 275

Buy Electronic product through SMS Inforamation,Make Micropayment through SMS and Book cinema tickets through SMS information will generate maximum reach(49572) to target maximum number of customers.

133.6

403 13523

2

45.2

74033457

3

51.2

945

48391

4

55.11181

65098

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Group Size Pct of Cases REACH Frequency GRPs = Reach XFrequency

Best Reach & Frequency by Group

ADDED: BUY ELECTRONIC PRODUCTTHROUGH SMS INFOKEPT: BOOK TRAVEL TICKETS THROUGHSMS INFORMATION, MAKEMICROPAYMENT IN SHOP OR ELSEWHERE,BOOK CINEMA/ THEATHER TICKETSTHROGH SMS

ADDED: MAKE MICROPAYMENT IN SHOPOR ELSEWHEREKEPT: BOOK TRAVEL TICKETS THROUGHSMS INFORMATION, BOOK CINEMA/THEATHER TICKETS THROGH SMS

ADDED: BOOK TRAVEL TICKETS THROUGHSMS INFORMATIONKEPT: BOOK CINEMA/ THEATHER TICKETSTHROGH SMS

Page 276

TURF


PRODUCT SET-4-SACRED STATUS

1. DEVOTIONAL

2. HEALTH

Page 277


SMS Advertising Product / Service Calculation of GRP ( Gross Rating Points )

Gross Rating Points = % Reach ×Frequecy “Devotional” related SMS messages & “Health” related SMS messages

INTERPRATATION :-

Both services should be combine together in one text SMS form. So, that it reaches to large number of customers as shown in graph.Best reach and frequency Group Size graph.

19.4 233 4520

19.1 229 4366

PCT OF CASES FREQUENCY GRP

Maximum Group Size: 1. Reach and Frequency

SERVI_6_HEALTH SERVI_5_ALDEVOTION

29.7 46213733

19.4233

4520

19.1 229 4366

PCT OF CASES FREQUENCY GRP


SERVI_5_DEVOTIONAL, SERVI_6_HEALTH SERVI_6_HEALTH SERVI_5_DEVOTIONAL, SERVI_6_HEALTH

19.4

233

4520

29.7

462

13733

PCT OF CASES

FREQUENCY

GRP

Best Reach and Frequency by Group Size

ADDED: SERVI_6_HEALTH ADDED: SERVI_5_DEVOTIONALKEPT: SERVI_6_HEALTH

Page 278

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