Awareness and responsiveness of millennials towards mobile marketing in selected higher education institutions in Cavite / by Mary Joyce O. Belen, Analyn C. Matalog and Edward Philip G. Pescador.

Thesis (BS Business Management--Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

ANALYN MATALOG, EDWARD PHILIP PESCADOR, MARY JOYCE BELEN, Awareness and Responsiveness of Millennials Towards Mobile Marketing in Selected Higher Education Institutions in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite, May 2017. Adviser Mr. Gener T. Cueno.
The study investigated the millennials level of awareness and responsiveness towards mobile marketing. Mobile marketing is "a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network". Specifically, this study aimed to: 1) determine the demographic profile of the participants; 2) detennine the mobile device habits of millennials; 3) determine the level of awareness of millennials towards mobile marketing; 4) determine the responsiveness of millennials towards mobile marketing in terms of acceptance and disturbance; 5) ascertain if there is a significant difference on the mobile device habits of millennials when grouped based on demographic profile; 6) ascertain if there is a significant difference on the level of awareness of millennials towards mobile marketing when grouped based on demographic profile; 7) ascertain if there is a significant difference on the millennials responsiveness towards mobile marketing when grouped based on demographic profile; 8) ascertain if there is a sign ficant relationship between the mobile device habits of millennials and their level of awareness towards mobile marketing; 9) ascertain if there is a significant relationship between the mobile device habits of millennials and their responsiveness towards mobile marketing; and 10) ascertain if there is a significant relationship between the awareness and responsiveness of millennials towards mobile marketing. The researchers used correlational and descriptive type of research design. Primary data were collected by executing field survey and secondary data were gathered from academic journals. Researchers used the quantitative sampling technique where they identified the participants whom they will seek information. Results showed that most of the millennial participants are female, 19 years old, single and taking business related courses. In addition, millennials use mobile phones, Wi-Fi as their Internet connection, always uses SMS and allotted 1 to 2 hours in mobile surfing and half an hour of playing mobile games. Participants were moderately aware of mobile marketing and find it neither acceptable nor disturbing. Results also shows that the mobile device used (mobile phones, tablets and both devices) differs based on the age of millennials; time spent in playing mobile games differs based on sex; the time spent in mobile surfing differs based on the field of study of millennials. Also, there is a significant difference on the awareness of millennials towards mobile marketing based on demographic profile in terms of age, sex and civil status while the responsiveness of millennials towards mobile marketing based on demographic profile has a significant relationship in terms of sex and field of study. The awareness of millennials towards mobile marketing and the time spent in mobile surfing has a significant relationship. Responsiveness of millennials towards mobile marketing and the time spent in playing mobile games has a significant relationship. Furthermore, results show that millennials awareness and responsiveness towards mobile marketing has a significant relationship

Submitted copy to the University Library. 08-31-2018 T-6970