Research proposal sample
CONSUMER ATTITUDES TOWARDS MOBILE PHONE BODA APPLICATION
IN KAMPALA DISTRICT
ACASE STUDY OF SAFE BODA
CHAPTER ONE
1.0 Introduction
Nowadays all around the world, the mobile application market has rapid explosive growth because of an increasingly important role in everyone’s life. Smartphone mobile devices that are Internet of Things (IoT) are enabled for work, social media, and most importantly, with family, colleagues, friends and businesses. The mobile application comprises a different wide variety of platforms, architectures and technological choices. Companies and organizations provide their own websites together with mobile data networks in electronic commerce and communication with digital media phones, broadband digital wireless networks, and mobile hypermedia. Mobile phones offer the mobility of users’ calls for malleable patterns of conducting electronic business because handheld portable devices are readily available. In the same way that electronic commerce catalyzed the development of Web application, mobile commerce may become the key driving force for developing mobile applications (Shin et al., 2020).
Statement of the Problem
Despite of the high numbers of Ugandans with phones which is estimated to be more than 15 million, the adoption of mobile phone applications is usually due to the need to increase sales and revenue. However ever since the opening up of the economy of Uganda the level of mobile phone application usage by safe boda operators. This study intends to investigate consumer attitudes towards mobile phone application advertising.
Objectives of the study
- To examine influence of consumer trust towards mobile phone application advertisement.
- To investigate the demographics factors influencing level of trust of mobile phone advertisement.
- To investigate consumers perception of mobile phone advertisement.
Research questions of the study
- To examine consumer trust towards mobile phone application advertisement.
- To investigate the level of trust of mobile phone advertisement.
- To investigate consumers perception of mobile phone advertisement.
Scope of the study
Content scope
This will include; consumer trust towards mobile phone application advertisement, the level of trust of mobile phone advertisement, consumers’ perception of mobile phone advertisement and benefits of mobile phone advertisement.
Time scope
The study will be carried out for a perio5 of 6 months
Geographical scope
The study will be carried out in Nakawa Division offices and safe boda Head office.
Significance of the study
The crucial role mobile phone application will play in building public and donor trust and confidence makes it important for this study to be undertaken to examine the factors mobile phone advertisement effectiveness.
Conceptual bAckground
Consumer attitude Mobile phone boda application
Source: Adapted from (Chan, 2004)
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
This section discusses the findings of the study in line with the study objectives.
2.2 Theoretical review
The study will be guided by the theory of diffusion of innovation (DOI).
Diffusion of Innovation Theory
This theory was advanced by Rogers (1962), which entails five elements made of; early adopters, innovators, late majority, laggards and early majority. He gives an explanation that over time, information of a product or an idea acquires momentum therefore spreading by a social system which is specific.
2.3 Empirical review
This section presents the discussion of the study in line to the objectives;
2.3.1 Consumer trust towards mobile phone application advertisement
Attitude towards advertising is a fundamental and basic concept of one of the factors that determines attitudes toward any particular advertisement (Lutz, 1985). The attitude of a consumer or an individual toward any form of advertising is also influenced by attitudes toward publicity (Lutz, 1985).
2.3.2 Demographics factors influencing level of trust of mobile phone advertisement
Technological developments in the early 1990s such as the internet, personal computers, digital systems however created better statistical data points. This enabled machine learning to flourish as it provided necessary data for machine learning specialists to use when training the systems (Manuelita M. A., 2020)
2.3.3 Consumers perception of mobile phone advertisement
Consumers in general and recipients in particular can be confused about the volume of information mobile advertising provides and it can be considered an invasion of mobile users’ privacy (Stewart & Pavlou, 2002). And when people are addressed by advertisements, the humiliation they get will cause a very significant impact on their attitudes toward mobile advertising (Shavitt et al., 1998).
This chapter discusses the operational framework within which the facts of the study will be gathered and analyzed.
A case study research design will be adopted.
The study will target around safe boda riders in kampala, stdents and business people in kampala.
3.4 Determination of the sample size
Krejcie and Morgan’s (1970) table for sample size determination approach, a sample size of 234 respondents will be selected from the total population of 600 safe Bodaboda riders and residents in Kampala, while students will be chosen from universities in Kampala and business men with in Kampala.
3.5 Sampling Design
The study will employ simple random sampling technique for selecting the safe boda boda riders and purposive sampling technique for seecting the management of safe boda.
3.6 Data collection instruments
The study will use both the questionnaire and Interview guides to enable the researcher in getting information from the respondents.
The interview guides will be for getting information from the management, while questionnaire will be for getting information from Booda riders.
3.7 Data collection methods
3.7.1 Questionnaire Survey
Questionnaire Survey method will be used to obtain the opinion of the respondents regarding the topic under study.
3.7.2 Interview
Face-to-face interview is a data collection method when the interviewer directly communicates with the respondent in accordance with the prepared questionnaire (Polak & Green, 2015).
REFERENCES
Giao, H. N. K., & Vuong, B. N. (2020). Vietnamese consumer attitudes towards smartphone advertising. Journal of Asian Finance, Economics and Business, 7(5), 195-204.
Shin, W., Lwin, M. O., Yee, A. Z., & Kee, K. M. (2020). The role of socialization agents in adolescents’ responses to app-based mobile advertising. International Journal of Advertising, 39(3), 365-386.
