Studying the Possibility of Mobile Banking and Role of a Marketing Plan for Improving Mobile Banking in Nepal
Byanjankar, Ajay; Sharma, Indra Jeet (2012)
Byanjankar, Ajay
Sharma, Indra Jeet
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205229245
https://urn.fi/URN:NBN:fi:amk-201205229245
Tiivistelmä
Byanjankar, Ajay & Sharma Indra Jeet 2012. Studying the Possibility of Mobile Banking and Role of a Marketing Plan for Improving Mobile Banking in Nepal. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 58. Appendices 1-2.
The objective of this thesis is to study the possibility to improve functionality of mobile banking in Nepal. In addition, our objective is to identify the challenges in extending mobile banking services in Nepal. Furthermore, our objective is to study the importance of a marketing plan in geographically extending mobile banking services in Nepal.
Our thesis uses both qualitative and quantitative approaches to perform the research. A case study method has been applied to understand the holistic framework of mobile banking in Nepal. A questionnaire survey with a sample size of 500 respondents and two interviews were conducted to support the data collection process. The survey and interviews were conducted in order to identify the possibilities and factors that have impact on extending mobile banking in Nepal. In addition, theoretical knowledge of marketing plan and 7Ps of marketing mix are applied to identify the importance of marketing plan and provide suggestions in extending mobile banking services in Nepal. Relevant literature and Internet articles are included as the source of information.
The data collected from the survey and interviews were analyzed and are presented through figures. The results from the survey and interviews indicate that there is a high possibility of extending mobile banking services in Nepal. Young generations accounts for a high percentage of mobile banking customers. Marketing activities need to be intensified to increase awareness of mobile banking services. The research show some major factors creating impact on mobile banking services in Nepal, such as weak telecommunication network, low level of technological knowledge, disparity in the services, and lack of interest from old age customer group.
On the basis of our findings, it is clear that mobile banking is popular among young people and in city areas of Nepal. It is recommended that future research be carried out concentrating on remote areas of Nepal in order to find out true potential of mobile banking in the remote areas of Nepal.
Key Words: Mobile Banking, Marketing Plan, Marketing Mix, Nepal.
The objective of this thesis is to study the possibility to improve functionality of mobile banking in Nepal. In addition, our objective is to identify the challenges in extending mobile banking services in Nepal. Furthermore, our objective is to study the importance of a marketing plan in geographically extending mobile banking services in Nepal.
Our thesis uses both qualitative and quantitative approaches to perform the research. A case study method has been applied to understand the holistic framework of mobile banking in Nepal. A questionnaire survey with a sample size of 500 respondents and two interviews were conducted to support the data collection process. The survey and interviews were conducted in order to identify the possibilities and factors that have impact on extending mobile banking in Nepal. In addition, theoretical knowledge of marketing plan and 7Ps of marketing mix are applied to identify the importance of marketing plan and provide suggestions in extending mobile banking services in Nepal. Relevant literature and Internet articles are included as the source of information.
The data collected from the survey and interviews were analyzed and are presented through figures. The results from the survey and interviews indicate that there is a high possibility of extending mobile banking services in Nepal. Young generations accounts for a high percentage of mobile banking customers. Marketing activities need to be intensified to increase awareness of mobile banking services. The research show some major factors creating impact on mobile banking services in Nepal, such as weak telecommunication network, low level of technological knowledge, disparity in the services, and lack of interest from old age customer group.
On the basis of our findings, it is clear that mobile banking is popular among young people and in city areas of Nepal. It is recommended that future research be carried out concentrating on remote areas of Nepal in order to find out true potential of mobile banking in the remote areas of Nepal.
Key Words: Mobile Banking, Marketing Plan, Marketing Mix, Nepal.