*Associate Professor, Department of Commerce and Business Management, Guru Nanak Dev University Amritsar, Punjab, India
**Research Scholar, Department of Commerce and Business Management, Guru Nanak Dev University Amritsar, Punjab, India
Online published on 20 June, 2013.
This paper is an attempt to identify the factors determining the attitude of youth of Punjab towards the SMS advertisement. Factor analysis is applied to find out small set of uncorrelated variables and to replace the large set of correlated variables. The principle component analysis through orthogonal rotation with varimax method is used for extracting the factors. Six set of factors are found affecting the attitude of young consumers towards SMS advertisements. These are purchase by referring SMS, prior permission should be taken, restricted number of SMS in a day and consumer preferences.
SMS advertisement, factor analysis, principal component analysis
