A study of KAPSYSTEM,
The purpose of this study is to understand how Bulk SMS Services influence consumer buying behaviour. This study includes Promotional Bulk SMS and Transactional Bulk SMS as well as Voice SMS/Voice Call channels.
Overview of Study:
Methodology: The first step is to develop a research agenda was to build specific model that used for research questionnaires. This research divided into 5 different categories that are
- Consumer Behaviour
- Consumer Satisfaction
- Brand Loyalty
- Consumer Decision Making
- Acceptance and adoption
The study focus on people between the ages of 18-55 years in city of Bangalore. They are student, IT professional, female, etc.
Data Collection: 500 questionnaires were using while only 320 were collected with the rate of 64%. 192 male and 128 female out of 320 people. The questionnaire collected of response regarding role of Bulk SMS Advertising while purchasing product or services. Questionnaires were floated online as well as offline. It also floated on different organization, different institute, hospital and hotels. The collected data were analysed through SPSS method. The tools used for analysis were regression, standard deviation and correlation.
Data Analysis: Out of 320 data 20.5% were in the age group 18-25 years, 42.3% were in the age group of 26-35 years and 37.2% were in the age group of 36-55. Response age group among 18-35 showing that mostly respondents are young people and they using SMS services as part of communication on daily basis.
Discussion on result:
Impact: The impact of Bulk SMS Services is while purchase product or service is that 57% people purchase product/services if they get Bulk SMS Advertising often. Out of 43%, half of them delete SMS advertise without reading and rest of them delete after reading once. Out of 57% people who influence by SMS advertising only 30% people purchase instant if they get SMS like discount/offer rest of them purchase product/services when they require.
Timing & Relevancy: 63% of the respondents say that the timing of SMS Advertising is appropriate while 32% respondents say that timing. Some time is not appropriate, this result also show that maximum respondents satisfied with timing. 38% of the respondents say that some time SMS Advertisement received had no relevancy about their need and wants.
Conclusion: Result shows that Bulk SMS Services create lots of opportunities for company to communicate with customer as well as promote their product/service and result also shows that different age group people react differently towards SMS Campaign. SMS
Advertisement is the best tool to promote product/service to customer.
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