1Assistant Professor, FMS, Sree Narayana Guru Institute of Science & Technology, N. Paravur, Kerala, India
2Assistant Professor, Department of Management, School of Management, Pondicherry University, Karaikkal, Tamil Nadu, India
Ever since the advent of technology revolution coupled with the spurge in economic collaboration among various countries, the world has become a global market. The avenues for companies to sell their products has increased along with the surge in the magnitude of sales. The number of products available in the market grew expotentially. Another major change happened is in the consumer behaviour. The consumer of today is educated, choosy, techno savvy and most importantly are not brand loyal. The traditional promotional mix were sometimes clueless with regard to communicating and retaining the customers. The veteran element in the promotion mix; advertising took more forms like internet advertising, digital advertising, mobile advertising, social media advertising etc. In a contry like India, where the penetration of mobile phones is more than the number of toilets in the country, mobile advertising my be a handy tool for promotion. This paper try to discuss about the difference in customer attitude towards mobile advertising across gender.
Customer attitude, Credibility, Entertainment, Gender, Informativeness, Mobile advertising
