A STUDY ON THE REACH OF SMS MARKETING AMONG PUBLIC

CERT TECHNOLOGIES

A Project Report submitted to the SRM University in partial fulfilment of the requirements

for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

ANTONY JEGAN.E(RA1552001020051)

Under the guidance of

Mr . VIJAY BABU (Industry Expert)

Dr.G.KANNAN, ASSISTANT PROFESSOR (Internal Guide)

Mr. LOGANATHAN, MARKETING MANAGER (External Guide)

SRM RAMAPURAM B-SCHOOL

SRM University

Ramapuram Campus, Chennai 89.

May 2017
 SRM RAMAPURAM B-SCHOOL
SRM UNIVERSITY
Ramapuram Campus
Certificate

This is to certify that the project Report entitled A Study On The Reach Of
Sms Marketing Among Public in Cert Technologies, in partial fulfilment of the
requirements for the award of the Degree of Master of Business Administration is a record
of original work undergone by E.ANTONY JEGAN (RA1552001020051) during the year
2015-2017 of his/her study in SRM RAMAPURAM B-SCHOOL, SRM University,
Ramapuram Campus under my supervision and the report has not formed the basis for the
award of any Degree/Fellowship or other similar title to any candidate of any University.

Place: Chennai 89

Date: Signature of Industry Expert

Dr.G.Kannan Dr. C. Sundar M.B.A., M.Phil., Ph.D.

Assistant Professor Professor & Head

SRM University, Ramapuram Campus

SRM RAMAPURAM B-SCHOOL
Chennai 89.

Submitted to SRM RAMAPURAM B-SCHOOL, SRM UNIVERSITY (Ramapuram

Campus) for the examination held on 11.5.2017.

EXAMINER-1 EXAMINER-2

DECLARATION
I, Antony Jegan hereby declare that the project Report, entitled submitted to the SRM
University in partial fulfilment of the requirements for the award of the Degree of Master of
Business Administration is a record of original work undergone by me during the period
17.3.2017 to 30.4.2017 under the supervision and guidance of Mr.Vijay Babu Industry
Expert & Project Guide Dr.G.Kannan, Assistant Professor SRM RAMAPURAM B-
SCHOOL, SRM University, Ramapuram Campus and it has not formed the basis for the
award of any Degree/Fellowship or other similar title to any candidate of any University.

Place: Chennai 89 Signature of the Student

Date:
 ACKNOWLEDGEMENT

I am extremely thankful to our Chancellor, SRM University, for his invaluable

support. I wish to express my profound gratitude to my venerable Chairman, SRM
University, Ramapuram, for kind permission to undergo project work successfully. I express
my heartfelt thanks to our Dean, SRM University, Ramapuram Campus who provided all
facilities for carrying out this project.

I immensely thank our Head of the department, for his valuable suggestions and
guidance for the completion of project work. I express my sincere thanks to the Industry
Expert Mr.Vijay Babu & Project Guide Dr.G.Kannan, Assistant Professor and my
Project Guide Mr.Loganathan (Marketing Manager) for guiding me throughout the work.
I thank God Almighty for showering his perennial blessing on me for giving me the courage
to pursue this project work successfully.

ANTONY JEGAN.E

(RA1552001020051)
 TABLE OF CONTENTS

CHAPTER NO CONTENTS PAGE NO

1 Introduction 1
1.1 Project Outline 1
1.1.1 Need for Study 2
1.1.2 Scope of the Study 2
1.1.3 Problem Definition 3
1.1.4 Objective of the Study 3
1.1.5 Research Methodology 3
1.1.6 Limitations of study 4
1.1.7 Chapterisation 4
1.2 Industry Profile 5
1.3 Company Profile 8
2 Review of Literature 17
3 Data Analysis and Interpretation 23
4 Summary and Conclusion 44
4.1 Findings 44
4.2 Suggestions 45
4.3 Conclusion 46
Appendices 47
References and Bibliography 51

LIST OF TABLES

Table No. Title Page No.

1 23
Receiving of Marketing/Promotional Messages
 2 Attention Given To those Messages 24

3 Usefulness of the Marketing Messages 25

4 Reason Behind Deleting the Messages without Reading 26

5 Sectors from which Most Messages are Received 27

6 Preferences of such Messages if the Persons Need is Catered to 28

7 Messages from Preferred Field 29

8 Number of Messages Received Per Day 30

9 Forward of Promotional Messages 31

10 Purchase of a Product with the help of Promotional Messages 32

11 Use of a Service with the Help of Promotional Messages 33

12 Registering for Bulk Messages 34

13 Willingness to Pay for Getting Offers Related Messages 35

14 Usefulness of Promotional Messages 36

15 Case Processing Summary 37

16 Usefulness of Promotional Messages 38

17 Chi Square Test 39

18 Chi Square Calculation 40

19 Test of Homogeneity of Variances 41

20 Receiving of Marketing/Promotional Messages 42

21 Correlations 43

LIST OF CHARTS

Chart No. Title Page No.

1 Receiving Of Marketing/Promotional Messages 23

2 Attention Given To those Messages 24

3 Usefulness of the Marketing Messages 25

4 Reason Behind Deleting the Messages without Reading 26

5 Sectors from which Most Messages are Received 27

6 Preferences of such Messages if the Persons Need is Catered to 28

7 Messages from Preferred Field 29

8 Number of Messages Received Per Day 30

9 Forward of Promotional Messages 31

10 Purchase of a Product with the help of Promotional Messages 32

11 Use of a Service with the Help of Promotional Messages 33

12 Registering for Bulk Messages 34

13 Willingness to Pay for Getting Offers Related Messages 35

14 Usefulness of Promotional Messages 36

15 Number of Messages Received Per Day 39