A STUDY ON STIMULATION OF CONSUMERS AND BUYING ACTIONS RELATING TO MOBILE-BASED MARKETING IN THE CHENNAI DISTRICT

For daily shopping, people can more easily access the internet via their mobile phones. SMS marketing, social media marketing, location-based marketing, proximity marketing, and inapp marketing are some of the market methods used in mobile marketing. People are drawn into the digitalized market by the swift increase in smartphone usage. Because of their widespread use, smart phones have become an essential part of every consumer’s daily life. The factors that influence consumers to purchase goods and services include availability, quality, price, discounts, offers, and more. For sellers in the marketing industry, mobile devices have produced an extensive and distinctive channel of advertising. Additionally, the marketed products become an immediate hit and achieve enormous popularity and reach. Additionally, customers employ digital payment methods that ensure hassle-free purchases, such as Gpay, Paypal, phone pay, mobile banking, QR code transactions, UPI, mobile wallets, etc. Mobile marketing is expected to increase significantly in the near future due to its many benefits and the fact that it benefits both consumers and marketers. It’s time to understand what motivates customers to make purchases using their smartphones. In light of this, the current study intends to examine customer excitement and purchasing behavior with regard to mobile marketing in the Chennai region.