Advertising value of mobile marketing through acceptance among youth in Karachi

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247 respondents from University students, Government officials and business organizations in Karachi is taken over a two-week period during the spring of 2012. After validating the instrument, correlation analysis is performed to test the relationship of prior permission, personalization, message exposure and appropriate medium with mobile marketing acceptance, and simple liner regression is applied to see the impact of mobile marketing acceptance on its advertising value. By using SPSS software Statistical evidence at .05 level of significance proved that Prior Permission, Personalization, Frequency of Exposure and Appropriate Medium are significantly correlated with mobile marketing acceptance. Further simple liner regression proved that mobile marketing acceptance has positive impact on its advertising value among youth in Karachi. Because of convenience sampling further research is desirable to confirm and extend the present results. This identification of variables of Acceptance and its relation to advertising value will be beneficial for organization to use mobile phone as a means of communicating promotional content

Consumption style among young adults toward their shopping behavior:an empirical study in Pakistan

The purpose of this study was to substantiate the consumption styles of adolescents as customer. The study was executed in Karachi, Pakistan by applying consumption style inventory scale. The data covered of 1,048 respondents who are young and educated mostly students, which belong to the different universities in Karachi. The data was collected through structured and self administered questionnaire. To test objective Independent sample t test was used. The results show that young females are more shopping influenced, fashion conscious, recreational, and confused over-choice as compare to males whereas males are more reliance on media, perfectionist, brand conscious, and impulsive as compare to females for their consumption style toward shopping behavior. This research provides understanding about adolescents’ decision making style of consumers in Karachi which would enable organizations to make more appropriate strategies to cater youth consumers market

The significance of socioeconomic factors on personal loan decision a study of consumer banking local private banks in Pakistan

This paper explores the influences of the approved results of loans cases, the loan applicants’ socioeconomic attributes in the decision of perusal loan. The results can improve the credit quality and avoid the misjudgment of screening personal loan customers and also establish a better personal loan risk management forecasting model. The main purpose of the present paper was to evaluate significance of loan applicant socioeconomic attributes on personal loan decision in the local private commercial banks of Pakistan. The statistical techniques, descriptive and logistic regression were used. The model identified that out of six independent variables, region, residence status and year with the current organization have significant impact on personal loan decision

Advertising value of mobile marketing through acceptance among youth in Karachi

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247 respondents from University students, Government officials and business organizations in Karachi is taken over a two-week period during the spring of 2012. After validating the instrument, correlation analysis is performed to test the relationship of prior permission, personalization, message exposure and appropriate medium with mobile marketing acceptance, and simple liner regression is applied to see the impact of mobile marketing acceptance on its advertising value. By using SPSS software Statistical evidence at .05 level of significance proved that Prior Permission, Personalization, Frequency of Exposure and Appropriate Medium are significantly correlated with mobile marketing acceptance. Further simple liner regression proved that mobile marketing acceptance has positive impact on its advertising value among youth in Karachi. Because of convenience sampling further research is desirable to confirm and extend the present results. This identification of variables of Acceptance and its relation to advertising value will be beneficial for organization to use mobile phone as a means of communicating promotional content

The significance of socioeconomic factors on personal loan decision a study of consumer banking local private banks in Pakistan

This paper explores the influences of the approved results of loans cases, the loan applicants’ socioeconomic attributes in the decision of perusal loan. The results can improve the credit quality and avoid the misjudgment of screening personal loan customers and also establish a better personal loan risk management forecasting model. The main purpose of the present paper was to evaluate significance of loan applicant socioeconomic attributes on personal loan decision in the local private commercial banks of Pakistan. The statistical techniques, descriptive and logistic regression were used. The model identified that out of six independent variables, region, residence status and year with the current organization have significant impact on personal loan decision

Globalization and culture a study of purchase behavior

The purpose of this research is to investigate that whether Globalization, culture and purchase behavior differ across the three demographic factors (age, income and gender). Further study empirically substantiate that the globalization is impacting on consumer culture and purchase behavior of the Pakistani consumer. The data comprised of 250 respondents who are urban, educated, middle-class belongs to the different organizations operating in Karachi. The data was collected through structured and self-administered questionnaire. To test first objective Independent sample t test was used. Results shows that consumers who are young, having high income, and female are more inclined towards globalization, having western life style and conspicuous consumption as compare to old, low income group and male respectively. To test second objective the simple linear regression analysis was used. F and T statistics are significant against .05 level of significance shows that Globalization is impacting on consumer culture and purchase behavior. This paper provides understanding about changing life style and their consumption pattern of consumers in Karachi which would enable organizations to make more sound strategies to cater consumers