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Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

MASSTIGE MARKETING: DOES THE

TECHNOLOGY ADAPTION ENHANCE PURCHASE
OF MOBILE PHONES? AN ANALYSIS

MR.VENKATESH.N1, DR. T. SENTHIL MURUGAN2

Article History: Received: 05.05.2023 Revised: 24.06.2023 Accepted: 21.07.2023

Abstract

‘Masstige’ is term emerged in the early years of the present century as an answer to the
question – how the organizations are planning to penetrate in the emerging economies?
Masstige marketing, evolved as a strategic activity, which focuses on effective market
penetration and creating a competitive edge over competitors. As a contemplative ground,
promoting has a long custom of concentrating on the reception of new innovations. This
consideration is positively justified, as concentrates continually show that, contrasted and
firms that don't put vigorously in new innovation, those that do are more responsive and
partake in areas of strength for a benefit. However, what has gotten less consideration in the
writing is the means by which new advances lead to developments in showcasing procedures,
apparatus, and methodologies themselves. Specifically, there is a requirement for showcasing
researchers to foster hypothetical standards of how advertisers use innovations to foster a
cutthroat advantage. This study provides much needed empirical evidences about masstige
which can be useful for developing marketing strategies in emerging economies. Overall, 645
responses of Bengaluru rural area sample size were deemed to be useful, with a 90.2%
response rate.
The extraordinary issue on "New Technology in Marketing" presents state of the art academic
examination that perceive the fundamental job of new advancements in lashing advertising
hypothesis and practice. The articles in the extraordinary issue concentrate on an expansive
scope of new advances, and we really want to believe that they will animate additional
examination relating to new advancements in promoting and their function practically
speaking. This article, we give many systems to contemplating what new innovation means
for the advertising discipline. These structures arrange the arrangement of articles in the
exceptional issue, recognize possible holes deserving of additional review, and propose a plan
for future examination.

Keywords: Masstige Marketing, Mobile Phones, Technology Adaption

1
Research Scholar,Annamalai University, Assistant Professor for Commerce & Management,
Dr.N.S.A.M First Grade College, Bengaluru-89, India
2
Assistant Professor, Department of Business Administration, Arignar Anna Government
Arts College for Women, Walaja Ranipet District, India

Email: 1venkatesh.n@nitte.edu.in, 2aumbasenthil@gmail.com

DOI: 10.31838/ecb/2023.12.si8.487

Eur. Chem. Bull. 2023, 12 ((Special issue 8)), 5630 – 5639 5630
Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

1. INTRODUCTION achievement rate.(A., Olabiyisi, & A,

2011)
'Masstige' has been currently named as Problem Statement: The development
'masstige'. In the time of globalized has its application in various cycles in
markets, there has been a specific business inside different utilitarian regions
accentuation on brand the board and and business capabilities. One of them is
entrance of business sectors for better promoting, which is considered as the
execution of the organizations. Innovation, center of the business. The most recent
Creativity, and Adoption are the phases of innovation is changing the scene of
product development in the new market. promoting and will totally change in not so
As the life style is continuously changing distant future. In spite of the fact that
with market impulses communicated promoting is the significant business
though advertisements and promotions, a applications inside AI today and early
feel of need is also generated (Bhakat & adopters are endeavoring to make esteem
Muruganatham, 2013). The difference in from it, the writing on this viewpoint are
attributes of the product from older version scant where both of the disciplines are
to the new ones inspire the customers to joined there is a need of additional
look for advanced versions to make the use examinations that show the effect of AI on
friendly and unique (Helfi, Akbar, Pratiwi, advertising thinking about that there is a
& Maolani, 2019). The innovation is shortage of the exploration in the writing
diffused in our product design and thought and the capability of the blend in pursuing
process continuously (Rogers, Singhal, & showcasing choices. The exploration will
Quinlan, 2019). Utility is the prime resolve this significant issue by taking the
parameter in the decision process (Prasad viewpoint of most recent innovation in
& Jha, 2014). advertising.
Objective: Theoretical background:
 To measure and compare the Innovation Diffusion Theory: Set up
perceived mass prestige value of in1962, the Innovation Diffusion theory
smartphone brands in India using was well designed by Rogers (1995).
MMI. Innovation diffusion theory (Dearing &
Literature review: Cox, 2018)focus on considerate why, how
Since man-made intelligence is a more and at what rate pioneering ideas and
extensive term utilized for some of various technologies extend in a social structure.
pointers. Under the most recent In relation to the theory of change, the
innovation, there are some sub diffusion of innovation theory takes the
classifications including AI and profound opposite draw near to the study of change.
realizing which make genuine world Instead of focusing on persuading
applications of man-made intelligence, individuals to change, he views change
including search ideas, voice primarily as a matter of developing or
acknowledgment, remote helpers and "reinventing" products and behaviors to
picture acknowledgment. The term, make them more relevant to individual and
artificial intelligence, alludes to the group needs.(Cheah, Yang, & Saritas,
technology helped scientific course that 2019)
endeavors to shape robotized frameworks Innovations:
which can be named as keen. The The design, practice or object that is
computerized framework inputs considered a new from individuals or other
information to direct undertakings of units of adoption(Purchase & Volery,
canny creatures in a way that expands the 2020).Includes all product sets and
services that are new or old but exist

Eur. Chem. Bull. 2023, 12 ((Special issue 8)), 5630 – 5639 5631
Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

unprecedented benefits for users when based engagement.(Keiningham, Frennea,

using or only when the client perceives it Aksoy, & Buoye, 2015). The form of
as new conditions of use that became an motivation and of attitudes are relevant to
innovation. goals it can influence behavior even in the
Communication: lack of intrinsic motivation or positive
Communication structure is a channel attitude. Affective add-on refers to desire
exchange information about users each based add on to the organization (i.e,
other. (Todorova, 2015)This is a mode that employees desire with the organization
works information feedback between because they feel like to.) Going concern
users. Better and faster Communication is related to cost-based bonds that
system, faster deployment innovation. employees think they should hold with the
Rogers classified Communication systems association (i.e. employees stay with
in the media and Interpersonal organizations because they require them).
Channel.(Scheming & Mason, 2013) As And finally normative liability refers to
long as the media can spread the word bonds based on obligations organization.
faster, Rogers believe it is a human Scope : Latest Technology in
channel it's more important for Marketing.
dissemination of innovation or new Earlier research has characterize
technology. "innovation" as consistent information and
Adopter Categorization: its applications to valuable purpose. This
The theory of diffusion of innovation helps description perceives that innovation can
here understanding different consumer transmit both to the item or the help that
perceptions innovation in the target group follow from the rational information and to
founds different types of adoptive parents: the actual information.(Kogabayev &
Technology/innovation as it spreads in the Maziliauskas, 2017) In doing as such, it
social system. These types of people evades the need of recognize the item or
distinguished from each other by time administration and the innovation(Sadiku,
dimension.(Madichie, 2012) Fagbohungbe and Musa, 2020) (Ex:
Time: Artificial Intelligence AI) it envelops,
Temporal aspects of the diffusion of which is now and again, difficult to do.
innovation process actually captures the The article in this unique issue look at a
categorization of adopters and adoption choice of new promoting advances that
rates(Dimitrova & Mancheva-Ali, 2018). drop in one or the two places of the
Counting hours from the moment of response cycle.(Choudhary, 2015)
making an innovation until it stops. Accordingly these articles fundamentally
Register innovation spread speed in one utilize different assessment approaches. In
society and accepted by different particular advancements that are
users.(Skryhun & Nyzhnyk, 2020) supplementary along are bound to have
Social System: deliver hard information in view of the fact
The series of interconnected entities that an adequate series of firm or shoppers
involved in a common crisis decisions to have taken on the innovation to sanction
realize common goals (Rogers, 2003).An the precursors or results of reception to be
innovation is only useful if it is established experimentally noticed and quantitatively
as a social system. When people don't dissected. Coordinating this multitude of
recognize it an innovation ceases to be. contemplations, we characterize new
Customer Commitment Model-The advancements in promoting as "logical
power that binds the individual to an information and additionally its relevance
action relevant for one or more purposes. in the premature reception cycle for firms
Thus, engagement differs from exchange- or potentially purchasers with the

Eur. Chem. Bull. 2023, 12 ((Special issue 8)), 5630 – 5639 5632
Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

possibility to impact the movement, accomplices and culture at

establishment and cycles for making, outsized.”(Hulland, Kopalle, &
impart, conveying, and trading assistance Karahanna, 2020).
that have an incentive for clients, clients,

CONCEPTUAL MODEL

Need of Technology uses: component in the hypothesis of arranged

An elevated degree of deliberation, we see manner is the individuals aim to play away
that latest innovations influence guaranteed conduct. Expectations are
showcasing in four expansive, received to grab the persuasive variables
interconnected ways, explicitly new that force a means of behaving they show
innovation takes to: how hard individuals are willing to effort
(1) Supporting new types of cooperation of the quantity of a work they are adequate
among shoppers and firms to apply and to play out the method of
(2) Providing new kinds of information behaving. While in doubt the more
that empower new scientific techniques stranded the expectation to participate in a
(3) Creating showcasing advancements way of behaving, the extra probable have
and to be its presentation. It must to be clear,
(4) Requiring new essential showcasing notwithstanding that a conduct aim can
systems. It is essential to remember that track down expression in manner provided
unique that the manner being referred to is under
innovations can serve these various volitional run.
capabilities simultaneously and to Theory of recent behavior:
differing degrees. Human way of behaving is directed by
The Theory of planned behavior: different sorts of contemplations
The hypothesis of set conduct is an convictions about the reasonable outcome
expansion of the hypothesis of of the way of behaving conduct
contemplated action prepared vital by the convictions, about the regulating
first models limits in running ways of assumptions for other people (regularizing
behaving over which persons have scarce convictions), and convictions about the
volitional control (Ajzen, 1991). The first presence of elements that capacity work
theory of contemplated doings, a crucial with or block execution of the way of

Eur. Chem. Bull. 2023, 12 ((Special issue 8)), 5630 – 5639 5633
Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

behaving(control convictions)(Bosnjak, At long last, new advancements empower

Ajzen, & Schmidt, 2020). In their new promoting procedures and key
particular totals, conduct convictions systems, conceptualize computerized
produce a positive or ominous mentality stages as spots for shopper publicly
close to the way of behaving; supporting and group sending of items and
standardizing convictions bring about administrations. The intend a typology of
apparent prevalent difficulty or abstract symbols that guide advertisers in their
standard; and control convictions lead to choices about how to plan and convey
apparent social control or self adequacy. symbols. The propose a structure that
The impact of demeanor toward the way of incorporates the effect of hereditary
behaving what's more, emotional standard qualities into purchaser conduct hypothesis
on expectation are directed by view of and utilize that system to give an outline of
conduct control. promoting uses of hereditary information.
Technology applications in business: These articles illustrate the worth of new
New advances have frequently been essential structures in figuring out the
successfully sent to advance develop firm effect of fresh advances on the advertising
shopper communications by generous new space. They likewise give direction to how
advertising instruments. For instance, AI is to plan the most applicable exploration
a well-built motor in supplanting human questions.
delegates of the firm with machine More extensive research instructions for
specialist; working with firm-customer marketing research while the earlier two
connections through "expression of subsection influence existing patterns to
machine" Anthropomorphized chatbots recognize significant exploration
can impact buyer reaction in purchaser questions, we additionally needed to
started administration co-operations. In believe promote into the future to frame
adding up, symbols are progressively more widespread examination bearings for
utilized in firm-purchaser the field. Having so permitted us to
communications, where the degree of a recognize holes between the points we
symbol's structure and conduct imagined initially and the genuine
authenticity is a significant determinant of inclusion these subjects have gotten in the
its viability. unique issue. Secondly we ideated along
New Data and Analytic Methods: the components of purchaser conduct,
New advancements likewise bring about statistical surveying, and promoting
new information and generate new logical judgment creation to distinguish elevated
techniques propose a scientific system that impending future examination regions
uses PC vision strategies to dissect the
adequacy of salesmen's looks in live 2. METHODOLOGY
stream selling. The proposition a
methodology for firms to survey the In this research article, the authors have
capability of new advances to make well- utilized MMI to examine smartphone
versed item send off and item departure manufacturers’ effectiveness of masstige
choices. Further depict a future wherein marketing strategies. For the desired
purchasers might agree to the utilization of purpose, MMS was calculated. In order to
their hereditary information to further conduct this exploration, the specialist
develop client focusing on and new item embraced a subjective examination
improvement. technique. Subjective technique is
New Strategic Frameworks used in fundamentally exploratory examination
business today: which is adjusted to acquire a
comprehension of the reasons, viewpoints,

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Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

and suppositions to take care of the most ideal decision. For information
exploration issue. Since the target of the assortment, the exploration is including
exploration is to incorporate the viewpoint essential along with optional sources. This
of the showcasing experts to be aware of study is both exploratory and descriptive.
the effect of man-made intelligence in Primary data was collected using the MMI
advertising, subjective examination is the Instrument developed by Paul (2015b).

Table 1 Profile of the respondents

Gender N Percentage
Male 342 52.61
Female 303 47.39
Age Group
18–25 years 244 37.53
18–25 years 180 27.69
36–45 years 170 26.15
46 years or more 56 0.08
Income
Below Rs. 2.5 lakh per annum 285 43.84
Rs. 5 lakh to Rs. 7.5 lakh per annum 240 36.92
Rs. 7.5 lakh per annum or above 125 19.24
From Table 1, it can be known that out of 650 respondents, 342 respondents (52.61%) were
males, and 303 respondents (47.39%) were females.

Table 2: Masstige Mean Index

Statement Masstige Mean Scale
I would buy this brand because of its masstige 55.378
Perceive this brand as prestigious 54.341
Brand a top-of-mind brand 54.195
I believe this brand meets international standards 53.865
I believe this brand is known for high quality 52.245
Nothing is more exciting than this brand 53.765

Extravagance brands were frequently cell phone clients from Bengaluru rural,
viewed as selective and costly; in this India. There would have been variety in
manner the brand picture was kept up with the outcomes if a far reaching overview
through restricted availability in socio- was led. On account of the explanation
demographical terms. With the rise of cell referenced previously, speculation for the
phone brands, it appears to be that brand Indian cell phone market is insufficient
esteem can be grown in any event, when a somewhat.
mass focusing on system is taken on. The
brand with of its masstige had 55.378 3. CONCLUSION
compare to with perceive this brand as
prestigious 54.341. It is implying that these brands have laid
Limitations: out a prevailing position and made brand
None of the investigations is without value in the Indian cell phone market.
impediments. This study was led among Accomplishing an adequate MMI would

Eur. Chem. Bull. 2023, 12 ((Special issue 8)), 5630 – 5639 5635
Masstige Marketing: Does the Technology Adaption
Enhance Purchase of Mobile Phones? an Analysis Section A-Research paper

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