Mobile phone customers attitude and commercial marketing channel : an empirical study in the context of Pakistan

Abstract EN

Mobile technology has revolutionized the way of living for individual, businesses and corporations with advancement in this technology.

Successful companies in Europe, Asia, America and Africa use this technology as a commercial and marketing tool.

This research investigates the significance of mobile phone technology as used commercial marketing channel in Pakistan, and reveals some findings regarding the attitudes of customers and its analysis for mobile phone as commercial marketing channel/ commercial marketing activities which have not been investigated in Pakistan’s environment.

The results of the study are positive for use of mobile as commercial marketing channel.

Some negative results regarding, mobile shopping and mobile commerce/ transaction(s) make this study more meaningful for corporations who are planning to invest in m-commerce activities.

Mobile advertising/ promotion, mobile coupons & discounts and mobile entertainment get positive sign and mobile user like these attributes of marketing on mobile.

Students and corporate employees show more positive attitudes from different job status users, which help to understand the market users overall attitude and facilitate to establish recommendations.