• Ms. Neha Gupta

Technology has taken over all areas of human life and marketing is no more untouched. With globalization introduction of internet and mobile based brought revolution in marketing. Fast payment option, customization related facilities as per user saves a lot of time and makes marketing easier. The present paper investigates the differences among the individual based on the gender and socio economics status towards the perception related to technological and environmental factors related to the use of mobile marketing applications. For this a sample of 120 youth who uses mobile based technology for marketing purpose was selected using convenient sampling among which 60 were males and 60 were females were selected among which 40 were from low economic status, 40 were from medium economic status and 40 were from low economic status. The mean age of the sample was found to be 23.48 years. A Structured Questionnaire developed was used to measure consumer perception was used it measures two dimensions namely perception related to Technological factors which includes Interference, Convenience, Extent of Customization, Device Interference, and over all Technological Factor, and perception related to environmental factors includes Lifestyle, Outlook, Aspire Group, and, over all Environmental Factor, related consumer perception. The calculated alpha reliability of the scale is found to be .906, and split half reliability is .947. The content validly was found to be high. The finding of the study shows that no gender difference exists on the perception of technological factors such as internet connectivity, images related to goods, payment options in mobile based applications, and to certain extent perception related to environmental factors associated with mobile marketing applications which differs among male and females. Whereas socioeconomic status related difference exists in the perception towards technological factors such as convenience of use, extent of customization, interference produced due the device while using mobile based application used for marketing, similar difference was observed for the environmental factor especially for perception related to life-style whereas no such difference was observed for outlook and aspire group related perception of mobile marketing applications. At the end the limitation, implication and suggestion for further study were discussed.

Gender, socio-economic status, consumer perception, mobile-app based marketing, technological factors, environmental factors.

"The Recent trends in marketing using Mobile Phones", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.600-621, December-2018, Available :http://www.jetir.org/papers/JETIR1812A84.pdf

"The Recent trends in marketing using Mobile Phones", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp600-621, December-2018, Available at : http://www.jetir.org/papers/JETIR1812A84.pdf