Objective 1: Influence of characteristics of Smartphone application(apps) based advertisement on interest of consumers in advertisement.

H1: There is no significant correlation between Congruity of Smartphone

application(apps) based advertisement and users' interest in advertisement.

Congurity Pearson Correlation Congurity Sig. (2-tailed) N Pearson Correlation Interest Sig. (2-tailed) N 152 .363
**

Interest 1 .363
**

.000 152 1

.000 152 152

Inferences:1. As the Pearson correlation coefficient b/w Congruity and Interest is good and positive (.363) and the p value is .000,this implies that null hypothesis is rejected . 2. So we can infer that congruity of Smartphone application(apps) based advertisement and correlation. H2: There is no significant correlation between Integration of Smartphone application(apps) based advertisement and users' interest in advertisement. users' interest in advertisement. have significant

Interest Pearson Correlation Interest Sig. (2-tailed) N Pearson Correlation Integration Sig. (2-tailed) N 152 .271
**

Integration 1 .271
**

.001 152 1

.001 152 152

Inferences:1. As the Pearson correlation coefficient b/w Integration and Interest is average and positive (.271) and the p value is .001,this implies that null hypothesis is rejected . 2. So we can infer that Integration of Smartphone application(apps) based advertisement and correlation. users' interest in advertisement. have significant

H3: There is no significant correlation between Prominence of Smartphone application(apps) based advertisement and users' interest in advertisement.

Interest Pearson Correlation Interest Sig. (2-tailed) N Pearson Correlation Prominence Sig. (2-tailed) N 152 .331
**

Prominence 1 .331
**

.000 152 1

.000 152 152

Inferences:1. As the Pearson correlation coefficient b/w Prominence and Interest is good and positive (.331) and the p value is .000,this implies that null hypothesis is rejected . 2. So we can infer that Prominence of Smartphone application(apps) based advertisement and correlation. users' interest in advertisement. have significant

Objective 2: Influence of characteristics of Smartphone application (apps) based advertisement on purchase intention towards advertised product. H4: There is no significant correlation between congruity of Smartphone application (apps) based advertisement and users' purchase intentions toward the advertised product.

Purchase Intention Pearson Correlation Purchase Intention Sig. (2-tailed) N Pearson Correlation Congurity Sig. (2-tailed) N 152 .204
*

Congurity

.204

.012 152 1

.012 152 152

Inferences:1. As the Pearson correlation coefficient b/w Congruity and purchase intention is average and positive (.204) and the p value is .012,this implies that null hypothesis is rejected . 2. So we can infer that congruity of Smartphone application(apps) based advertisement and users' purchase intentions toward the advertised product have significant correlation.

H5: There is no significant correlation between Integration of Smartphone application (apps) based advertisement and users' purchase intentions toward the advertised product.

Purchase Intention Pearson Correlation Purchase Intention Sig. (2-tailed) N Pearson Correlation Integration Sig. (2-tailed) N 152 .267
**

Integration

.267

**

.001 152 1

.001 152 152

Inferences:1. As the Pearson correlation coefficient b/w Integration and purchase intention is average and positive (.267) and the p value is .001,this implies that null hypothesis is rejected . 2. So we can infer that congruity of Smartphone application(apps) based advertisement and users' purchase intentions toward the advertised product have significant correlation. H6: There is no significant correlation between Prominence of Smartphone application (apps) based advertisement and to users' purchase intentions toward the advertised product.

Purchase Intention Pearson Correlation Purchase Intention Sig. (2-tailed) N Pearson Correlation Prominence Sig. (2-tailed) N 152 .178
*

Prominence

.178

.028 152 1

.028 152 152

Inferences:1. As the Pearson correlation coefficient b/w Prominence and Purchase intention is low but not 0 and positive (.363) and the p value is .028,this implies that null hypothesis is rejected . 2. So we can infer that prominence of Smartphone application(apps) based advertisement and users' purchase intentions toward the advertised product have significant correlation.

Objective 3: Influence of player interest in Smartphone application(apps) based advertisement on purchase intention towards advertised product. H7: There is no significant correlation between Users' interest in Smartphone application(apps) based advertisement and users purchase intentions toward the advertised product.
Correlations Interest Purchase Intention Pearson Correlation Interest Sig. (2-tailed) N Pearson Correlation Purchase Intention Sig. (2-tailed) N 152 .449
**

.449

**

.000 152 1

.000 152 152

Inferences:1. As the Pearson correlation coefficient b/w Interest and purchase intention is high and positive (.449) and the p value is .000,this implies that null hypothesis is rejected .

2.

So we can infer that interest in advertisement and users' purchase intentions toward the advertised product have significant correlation.

Regression Analysis
Model Summary Model R R Square
c

Adjusted R Square

Std. Error of the Estimate

1 2

.363 .454

a b

.132 .206

.126 .195

.465802 .446962

a. Predictors: (Constant), Congurity b. Predictors: (Constant), Congurity, Prominence c. Dependent Variable: Interest

Charts

Model Summary Model R R Square

Adjusted R Square

Std. Error of the Estimate

1 2

.449 .473

a b

.201 .224

.196 .214

.501617 .496089

a. Predictors: (Constant), Interest b. Predictors: (Constant), Interest, Integration c. Dependent Variable: Purchase Intention

Charts

Descriptive analysis The sample for this experiment contained 152 qualified samples out of 200 total responses collected. Gender Out of total number of respondents the pie chart shows the percentage of males and females.

Responses
Male 41% Female 59%

59 % of total respondents were female and 41 % were males. Qualification Area This pie chart shows the qualification area distribution of the sample.

Responses
10% 35% Arts Commerce 43% 12% Medical Non-Medical

Out of the total respondents 43% have commerce as their qualification ,35% have non medical,12 % medical and 10 % have arts as their qualification area. Age Groups The pie chart explains the distribution of sample across different age groups.

Responses
4% 9% 3% 1% 3% 4% Below 15 15 - 20 21 - 25 26 - 30 76% 31 - 35 36 - 40 above 40

Income distribution The pie chart explains the income distribution across the sample.

2% 6% 2% 5% 1%

responses
Nil 1 - 50,000 50,001 - 1,00,000 1,00,001 - 2,00,000 84% 2,00,001 - 3,00,000 Above 3,00,000

Use of different applications by sample population As we can see that 59% of respondents use Facebook so it is the most used application.

Responses
book my show facebook indian railway just dial 4% 13% 9% 9% 1% 1% 4% 59% saavn whatsapp zomato Other

Description of Male Respondents

Qualification field distribution of male sample.

Qualification Field - Male

Arts 10% Non-Medical 35% Commerce 36% Medical 19%

Age wise distribution of Male sample

Age - Male
1% 5% 8% 3% 5% 5% Below 15 15 - 20 21 - 25 26 - 30 31 - 35 73% 36 - 40 above 40

Income distribution of Male sample

Income - Male
3% 3% 1% 3% 5% Nil 1 - 50,000 50,001 - 1,00,000 1,00,001 - 2,00,000 85% 2,00,001 - 3,00,000 Above 3,00,000

Major applications used by Male sample

Apps Used - Male

21% 1% 7% 0% 1% 1% 61% 8% book my show facebook indian railway just dial saavn whatsapp zomato Other

Description of Female Respondents

Qualification field distribution of female sample.

Qualification Field - Female

Arts 10%

Non-Medical 35%

Medical 9%

Commerce 46%

Age wise distribution of Female sample

Age - Female
3% 10% 3% 3% 3% 5% Below 15 15 - 20 21 - 25 26 - 30 31 - 35 73% 36 - 40 above 40

Income distribution of Female sample

1% 2%

Income - Female

2% 1% 5% Nil 1 - 50,000 50,001 - 1,00,000 1,00,001 - 2,00,000 89% 2,00,001 - 3,00,000 Above 3,00,000

Major applications used by Female sample

Apps Used - Female

19% 6% 8% 59% 2% 1% 1% 4% book my show facebook indian railway just dial saavn whatsapp zomato Other