Volume : III, Issue : V, May - 2013

A Study of Mobile Subscriber�s Inclination towards DND Registration

Dr. Sanjiv Kumar, Preeti Jain

Abstract :

Although mobile advertising is popular among advertisers due to direct reach to customers and relatively low tariffs or cheaper than other medium however it has ought with it serious issues of invasion of privacy and has become a major irritant to customers. To overcome this problem, TRAI has promulgated “The Telecom Commercial Communication Customer Preference Regulation, 2012”. According to this regulation, advertisers can not send commercial messages to DND registered mobile users. The present paper has made an attempt to study the relationship between demographic variables (sex, age, marital status, education and income) with DND registration. The present paper found that majority of respondents is DND registered. Chi–square results show that there is significant relationship between demographic variables and DND registration. Males, married, above 18 age, higher educated and high income group respondents have shown more interest towards DND registration. The present paper may help businesses or advertisers devise and design mobile advertising more effectively and efficiently in their market endeavours.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Sanjiv Kumar, Preeti Jain A Study of Mobile Subscriber�s Inclination towards DND Registration Indian Journal of Applied Research, Vol.III, Issue.V May 2013

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