CUSTOMER PERCEPTION ON IMPACT OF MOBILE COMMERCE

Abstract

The research is descriptive in nature and the area of study chosen is Chennai city. In order to validate the questionnaire, a pilot study was conducted among respondents representing three geographic regions of Chennai among various age group and professions. The purposive sampling technique is used to collect the required data. After these two stages, the random sampling method is applied to obtain various demographic and occupational data. The data was collected through a well structured questionnaire with 102 variables. The following statistical tools were used in the study to deduce the results about data variables: t - test and Paired t test, Factor Analysis, Karl Pearson‟s Co-efficient of Correlation, ANOVA. Descriptive and inferential analysis was done using SPSS and AMOS. Descriptive statistics reveals that, 54% of the respondents are using pre-paid connection and 46% of the respondents are using postpaid connection. Half of the respondents‟ network provider is Airtel 52% in Chennai. The respondents consider the speed as important for using mobile commerce applications. It is found that, “there is a significant association between income and the type of connection”, “the money spent on mobile usage with the income”, “the network provider and reliability of network” and “educational qualification with comfortable use of mobile for internet”. Findings also confirm that there is lot of scope for mobile commerce services in India. Mobile commerce is complex in nature and includes procedure in market and is in infancy stage in India. For successful implementation of mobile device application it is necessary to build awareness among the customers by embracing the technology and promoting it indigenously.