INFLUENCE OF MOBILE MARKETING ON CONSUMER PURCHASE BEHAVIOUR IN ORGANIZED INSTITUTIONS

ABSTRACT

This study is on influence of mobile marketing on consumer purchase behavior in organized institution. The total population for the study is 200 staff of jumia and konga in Lagos. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made front desk officers, marketers, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies.

CHAPTER ONE

INTRODUCTION

1.1   Background of the Study

Advances in technology (especially information technology) and globalization have changed the way in which the world conducts business and are increasingly providing consumers with greater conveniences. The Industrial Revolution of the 18th century led to a new economy, which was defined in terms of mass production of standardized products, mass distribution of these products to consumers and mass media vehicles to carry standardized advertising messages” (Godin, 1999). During this era, selling underwent a major transformation from personal one-to-one persuasion to mass advertising campaigns designed for the consumers (Solove, 2004). The same message was communicated to the consumers regardless of the difference in nature and characteristics of each consumer. Mass marketing yielded only short term sales and not loyal customers as these forced marketing firms to understand that consumers cannot be treated as a homogeneous group (Doinita, 2012). Marketers had to develop targeted marketing communications in order to build and maintain relationships with