IMPACT OF MOBILE MARKETING ON BRAND EQUITY WITH SPECIAL REFERENCE TO PIZZA HUT SRI LANKA

Marketing Management

Businesses utilize mobile marketing as a promotional and communication tool. This provides them with advantages such as lower costs, customization, easy tracking, and increased profitability and benefits. Pizza Hut's brand also uses mobile marketing for customer satisfaction and retention. As a result, they are able to offer more opportunities and benefits to their target customers and generate more revenue. Pizza Hut uses its mobile marketing system to keep track of its target customers, analyze customer choices and trends, and give customers a better mobile marketing experience. Their mobile marketing plan successfully positioned their brand as more trendy, innovative, attractive, and well-known. Accordingly, this study aims to determine how mobile marketing affects Pizza Hut's brand equity. To achieve the goals of this research, the data were collected from convenience sample of 200 customers in Trincomalee Divisional Secretariat Division. The respondents provided the data by means of a close-ended questionnaire. Pearson’s Correlation was used for testing the hypotheses. Data analysis was conducted using SPSS Software. This study empirically examines the significant relationship between Mobile Marketing as the independent variable and Brand Equity as the dependent variable. While both the variables individually have a high-level attribute, the Pearson’s Correlation Analysis explores a positive significant linear relationship between mobile marketing and brand equity. This implies that the brand equity can be predicted with the nature of mobile marketing. The correlation coefficient between the mobile marketing and brand equity indicates that the mobile marketing is useful to explain the variation in brand equity. Further analysis of the regression model with intercept, indicates that it needs additional suitable variables to predict the unexplained variation of 48% of the brand equity.

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