Examining the Acceptance of Mobile Marketing by Customer of Small and Medium Scale Enterprises

Abstract- In this study we try to explore the concept of mobile marketing in a holistic context. The main focus of the research is on consumer’s behaviour towards mobile marketing. The research is conducted through a primary methodology. Both quantitative and qualitative methodology were used. Surveys were conducted from customers of SMEs and interviews were conducted from the managers of those SMEs. The result shows various consumer attitudes towards mobile marketing, which organisations can understand and attract customers.