Navigating Generation Y for Effective Mobile Marketing in India: A Conceptual Framework
Varsha Jain and Saumya Pant
Abstract:
Mobile usage has increased extensively in the emerging countries, especially India. It is the largest country in the world where the mobile users are increasing dramatically on a monthly basis. Mobile phones are primarily used by the young (Gen Y) in India and 50% of its population is under 25 years of age. This provides immense opportunities to marketers to cater to this segment. This paper explores the studies of different types of generations as it helps in understanding the...