A study on usage of mobile apps as a impactful tool of marketing

Mobile marketing perform two ways or multiple way communication regarding promotion of latest arrivals and offers between the retailer and the customer via mobile device. Mobile marketing simply refers to a marketing method where mobile device is used as the medium of communication. Incomes levels are increasing so as the customer's potential too. This makes Smartphone a regular companion of every third person in India. This make mobile device extremely powerful tool for online retailers to target and reach their customers simultaneously. For being a personal device of its owner and being extremely compact in nature it has huge potential to change the face of online retailing. It not only allow customer to shop from anywhere and anytime but also enable online retailers to enter into the environment of its desired customers. This research paper explores the perception of consumer towards usage of mobile apps and identifies the impact of mobile apps on consumer's purchase intention. During this research data was collected primarily via questionnaire and was analyzed properly. The sample size for this research is 60 and all the respondents are students. This research says that retailers should develop the techniques that can motivate and can appeal o the customer's purchase decisions. For new players in the market it is more important to raise awareness for their brands and to g win customer's trust.