PUSH NOTIFICATIONS IN NEPALESE APPS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR

By:

Priyanshu Shrestha

TU Registration No: 7-2-410-221-2019

Exam Roll No: 26458/19

A Summer Project Report Submitted to

Faculty of Management, Tribhuvan University

in the partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

At

Prime College

Tribhuvan University

Kathmandu

April, 2021
PUSH NOTIFICATIONS IN NEPALESE APPS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR

By:

Priyanshu Shrestha

TU Registration No: 7-2-410-221-2019

Exam Roll No: 26458/19

A Summer Project Report Submitted to

Faculty of Management, Tribhuvan University

in the partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

At

Prime College

Tribhuvan University

Kathmandu

April, 2021
 STUDENT DECLARATION

This is to certify that I have completed the Summer Project entitled “Push Notifications in Nepalese Apps and it’s impact
on Consumer Buying Behavior” under the guidance of Bibek Acharya in partial fulfillment of the requirements for the
degree of Bachelor of Business Administration at Faculty of Management, Tribhuvan University. This is my original
work and I have not submitted it earlier elsewhere.

………………………………………………………………

Priyanshu Shrestha

date
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer project entitled “Push Notifications in Nepalese Apps and it’s impact on Consumer
Buying Behavior” is and academic work done by Priyanshu Shrestha, student of seventh semester, submitted in the partial
fulfillment of the requirements for the degree of Bachelor of Business Administration at Faculty of Management,
Tribhuvan University under my guidance and supervision. To the best of my knowledge, the information presented by her
in the summer project report has not been submitted earlier.

………………………………………………………………

Bibek Acharya

Supervisor
 ACKNOWLEDGEMENT

This study has been prepared for the partial fulfillment of Bachelor of Business Administration (BBA), Faculty of
Management, Tribhuvan University. It is my privilege to complete this study entitled Push Notification in Nepalese apps
and its impact on consumer buying behavior. Firstly, I would like to express my deep gratitude and appreciation to my
supervisor, Bibek Acharya, for his valuable guidance and insightful feedback throughout this project. His expert guidance
throughout this project has been very helpful. Therefore, I would like to convey my special thanks to respected sir for
providing me with his valuable time, efforts, knowledge and encouragement.

I would like to extend my sincere appreciation to the principal of Prime College, Narayan Prasad Sharma, and the program
coordinator, Rupendra Gopalbanshi, for providing me with an opportunity to develop this project.

I would also like to thank Tribhuvan University for providing the opportunity to carry out this project which allowed us to
apply the knowledge we acquired through our course throughout the four years.

Additionally, I am equally grateful towards my friends for their continuous support and help. Also, I would like to thank
all the respondents, who spent their valuable time in filling out the questionnaire. With the help and support by the
respondents, we have successfully completed the part of questionnaire.

Priyanshu Shrestha

April, 2024
 TABLE OF CONTENTS

Contents
CHAPTER ONE: INTRODUCTION...................................................................................................................................xv
1.1 Context Information...............................................................................................................................................xv
1.2 Purpose of the study..............................................................................................................................................xvi
1.3 Significance of the Study......................................................................................................................................xvi
1.4 Literature Survey...................................................................................................................................................xvi
1.4.1 Review of Empirical Literature............................................................................................................................xvi
1. DATA ANALYSIS.....................................................................................................................................................xviii
2. Works Cited..................................................................................................................................................................xxii
LISTS OF TABLES
LIST OF FIGURES
EXECUTIVE SUMMARY
LIST OF ABBREVIATIONS
 CHAPTER ONE: INTRODUCTION

1.1 Context Information

Consumers, in simple words can be regarded as the end users. Consumers are those individuals who purchase goods and
services in order to satisfy their wants and needs. Likewise, consumer buying behavior comprises of the various processes
that are involved in the selection, purchase, and consumption of goods and services by the individuals (consumers) in
order to satisfy their desires and needs. (Ali, 2016). Consumer buying behavior is affected by numerous factors such as
individual, psychological, social, etc. Similarly, consumer buying behavior can be altered in various ways due to external
as well as internal factors. Consumers are all different in different ways and aspects which create unique perspectives.
Consumer buying behavior has been updated with the help of technological advancements.

Smartphones are important personal communication tools that are highly used by the consumers in the 21 st century.
Smartphones have given newer ways to target the potential customers and update the existing customers as well. Along
with the increase in the usage of smartphones, there has occurred a big increase in internet traffic as well. Push
notifications have become a key part of the strategies to keep the users engaged with apps and websites. The increase in
usage of Smartphone has helped the business organizations to communicate with the customers in an easier way through
Mobile Direct Marketing (MDM). This allows customer engagements through various channels such as email, SMS,
mobile applications push notifications, etc (Akash Anil, 2023)

According to (Atilla Wohllebe, 2021), push notifications are a key feature of mobile apps that allow the app publishers to
interact with the existing app users and send them promotional content. According to Onesignal, push notifications are the
pop-up messages that an individual receives in their device from a mobile application or through websites, when the
application is not open. Such notifications help in gaining the attention as well as interest of the users. Such notifications
also exist in the forms of reminders, discounts, updates, offers, etc. By using such features (push notifications), businesses
are able to send planned and customized messages to a large number of customers or to smaller and more targeted
consumers, depending on what they wish to send to the customers. This allows for the categorization of consumers
depending on the type of device they use, their location as well as their level of engagement.

In simple terms, push notifications can be defined as the short messages that are sent from apps or websites to a user’s
device in order to inform them about relevant content, updates, promotions, etc. Push notifications are a one way
communication method that can be sent even when the app or the site is not actively used. Push notifications allow the
businesses to interact with the customers by providing them with information regarding enticing offers. The customers are
kept up-to-date with any new notices that are issued by the businesses

The Nepalese applications have also majorly started to incorporate push notifications as a method to keep their consumers
updated regarding their products and services. Major apps in Nepal like Pathao, InDrive, Foodmandu, BhojDeals, etc use
push notifications as a major tool to communicate with their customers. Discount offers, specific day-deals along with
various updates are notified to the customers through such push notifications. With the help of these notifications, the
businesses intend to interact with their customers and keep on informing them about offers that are up for grabs. However,
push notifications are often regarded as intrusive and unwanted information by the users. They often clear their
notifications without even properly reading through it. So, this study is going to be done in order to determine what type
of push notifications are the most appropriate for customers.

1.2 Purpose of the study

The major purpose of this study is to identify the buying behavior of the consumers in online apps. The specific objectives
of the study are as follows:

i. To identify examine the role of push notifications in influencing consumer purchase decision.
ii. To evaluate consumer perceptions and attitudes towards push notifications from Nepalese apps.
iii. To investigate the impact of push notifications on app engagement.

1.3 Significance of the Study

In the era of technological advancements, push notifications play a major role in shaping the consumer buying behavior. It
helps the companies and businesses to provide information to their consumers in a faster and more efficient way. Push
notifications are highly used in the Nepalese apps as well. With the help of this study, valuable insights can be gained
regarding the interaction of Nepalese consumers with the notifications and their responses which can in turn help in
tailoring more effective marketing strategies as per the local preferences. By, examining the impact of push notifications
on app engagement, the businesses can identify best practices that can contribute in enhancing the consumer engagement.
Also, identifying the relevancy of such notifications among the consumers will contribute in creating more targeted and
impactful campaigns. With the rise in use of apps like Pathao, InDrive, BhojDeals, etc, push notifications allow such
businesses to improve their messages in order to acquire consumer interest and attention.

1.4 Literature Survey

Literature surveys are essential across various academic fields as they act as foundations for researches. They provide an
overview of current knowledge along with significant discoveries as well as theoretical and methodological insights
regarding a specific subject. The surveys function as secondary sources that review existing researches rather than
introducing a new experimental work. Literature surveys are usually found in academic journals and involve reviewing
empirical studies, scholarly articles and related theories. Such surveys help in shaping the study’s objectives and also
guide the identification of variables to be examined. By reviewing the current state of knowledge, the researchers can
identify the areas that require further exploration and understand the need for additional research. Literature surveys
summarize the outcomes of the previous studies and offer a critical assessment of these works and allow the researchers to
formulate hypotheses for their own research. They offer the readers and overview of the sources consulted during the
research and also demonstrates how the work contributes to the broader body of knowledge.

1.4.1 Review of Empirical Literature

 1. DATA ANALYSIS

Case Processing Summary

N %
Cases Valid 149 100.0
Excludeda 0 .0
Total 149 100.0
a. Listwise deletion based on all variables in
the procedure.

Reliability Statistics
Cronbach's
Alpha N of Items
.638 4

Age

Statistics
Age
N Valid 149

Mean 2.362
Median 2.000
Std. Deviation .7372
 Age
Cumulative
Frequency Percent Valid Percent Percent
Valid Below 18 5 3.4 3.4 3.4
18-25 103 69.1 69.1 72.5
26-34 23 15.4 15.4 87.9
35+ 18 12.1 12.1 100.0
Total 149 100.0 100.0

Gender
 Statistics
Gender
N Valid 149
Missing 0
Mean 1.550
Median 2.000
Std. Deviation .5125

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 68 45.6 45.6 45.6
Female 80 53.7 53.7 99.3
Other 1 .7 .7 100.0
Total 149 100.0 100.0
 Correlation

Correlations
consumerbuyi
Offers Satisfaction ngbehavior relevancy
Offers Pearson Correlation 1
Sig. (2-tailed)
N 149
Satisfaction Pearson Correlation .162* 1
Sig. (2-tailed) .049
N 149 149
consumerbuyingbehavior Pearson Correlation .518** .024 1
Sig. (2-tailed) .000 .776
N 149 149 149
relevancy Pearson Correlation .576** .571** .260** 1
Sig. (2-tailed) .000 .000 .001
N 149 149 149 149
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).

Regression

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .521a .272 .257 1.36302
a. Predictors: (Constant), relevancy, Satisfaction, Offers
 ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 100.574 3 33.525 18.045 .000b
Residual 269.386 145 1.858
Total 369.960 148
a. Dependent Variable: consumerbuyingbehavior
b. Predictors: (Constant), relevancy, Satisfaction, Offers

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 4.150 .513 8.092 .000
Offers .252 .042 .538 6.011 .000
Satisfaction -.019 .034 -.052 -.579 .564
relevancy -.013 .066 -.021 -.195 .846
a. Dependent Variable: consumerbuyingbehavior

REFERENCES

2. Works Cited
Akash Anil, F. J. (2023). https://www.proquest.com. Retrieved from https://www.proquest.com/openview:
https://www.proquest.com/openview/c2774c1fb8170539b75b5fd0889c3177/1?pq-origsite=gscholar&cbl=38744

Ali, N. R. (2016). researchgate.net. Retrieved from https://www.researchgate.net/profile/Ramya-N/publication:

https://www.researchgate.net/profile/Ramya-N/publication/316429866_Factors_affecting_consumer_buying_behavior/
links/58fd7b5e0f7e9ba3ba55f83c/Factors-affecting-consumer-buying-behavior.pdf

Atilla Wohllebe, D.-S. H. (2021, 5 28). businessperspectives.org. Retrieved from https://real.mtak.hu/:

https://real.mtak.hu/138580/1/IM_2021_02_Wohllebe.pdf