TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION 1-4

1.1 INTRODUCTION 2

1.2 CHARACTERISTICS OF THIS MEDIUM 2

1.3 MARKET-SHARE FINDINGS 3

1.4 GROWTH FACTORS OF MOBILE ADVERTISING 4

CHAPTER 2: DESIGN OF THE STUDY 5-19

2.1 STATEMENT OF PROBLEM 6

2.2 LITERATURE REVIEW 6

2.3 SCOPE OF THE STUDY 8

2.4 OBJECTIVES OF THE STUDY 8

2.5 HYPOTHESIS 8

2.6 METHODOLOGY 9

2.6.1 RESEARCH DESIGN 9

2.6.2. RESEARCH FRAMEWORK 9

2.7 SAMPLING 10

2.8 DATA COLLECTION 11

2.9 DATA ANALYSIS 11

2.10 LIMITATIONS OF THE STUDY 11

2.11 OPERATIONAL DEFINITION 12

CHAPTER 3: INDUSTRY PROFILE 20-36

3.1 INDUSTRY OVERVIEW 21

3.2 M-COMMERCE ENABLING TECHNOLOGIES 22

3.3 OTHER TECHNOLOGIES FOR WIRELESS APPLICATIONS 24

3.4 CLASSIFICATION OF M-COMMERCE SERVICES 29

3.5 GROWTH OF M-COMMERCE SECTOR 31

3.6 IMPEDIMENTS IN MOBILE COMMERCE 33

3.7 M-COMMERCE VALUE CHAIN 34

3.8 SWOT ANALYSIS 36

CHAPTER 4: DATA ANALYSIS 37-56

4.1 DEMOGRAPHIC PROFILE OF RESPONDENTS 38

4.2 SMARTPHONE AND INTERNET USAGE OF RESPONDENTS 39

4.3 MOST FAMILIAR MOBILE ADVERTISEMENT FORMAT 40

4.4 FACTOR ANALYSIS 42

4.5 REGRESSION ANALYSIS 52

CHAPTER 5: FINDINGS, CONCLUSION AND SUGGESTION 57-60

5.1 FINDINGS 58

5.2 CONCLUSION 59

5.3 SUGGESTION 60

LIST OF FIGURES Pg.no

Figure 2.1: Research framework 9

Figure 2.2: WAP advertising 12

Figure 2.3: Floating Ad 13

Figure2.4: Expandable Ad 13

Figure 2.5: Interstitial Ad 14

Figure 2.6: Text messaging 15

Figure 2.7: Multimedia messaging 15

Figure 2.8: Video Ad 16

Figure 2.9: QR Codes 16

Figure 2.10: Location based Ad 17

Figure 2.11: Blue tooth Ad 17

Figure 2.12: Search Ad 18

Figure 2.13: Lock-Screen Ad 18

Figure 2.14: Notification Ad 19

Figure 2.15: Mobile application Ad 19

Figure 3.1: Classification of M-Commerce 29

Figure 4.1: Mobile ad category 40

Figure 4.2: Screen Plot 44

LIST OF TABLES Pg.no

Table 4.1: Demographic Profile 38

Table 4.2: Smartphone and Internet usage of respondents 39

Table 4.3: Mobile ad category 41

Table 4.4: KMO and Bartlett’s Test 42

Table 4.5: Communalities 43

Table 4.6: Total variance explained 44

Table 4.7: Component Matrix 46

Table 4.8: Rotated component matrix 47

Table 4.9: Descriptive Statistics 52

Table 4.10: Correlation 52

Table 4.11: Variables entered or removed 53

Table 4.12: Model Summary 53

Table 4.13: Coefficients 54

Table 4.14: Excluded variables 55