Department of Management Studies

Synopsis

On

“Measuring Customer Perception Towards 3G

Services”

Guided By: Submitted By:

Dr.Upendra Singh Panwar Shailesh Singh

Asst.Professor, DOMS MBA-IV SEM

SGSITS, Indore

1. Introduction

Consumer perception towards 3G mobile technology gives some positive and some negative

influences Attitude towards Using (ATU) 3G services. Perceived Ease of Use (PEU) positively

influences Perceived Usefulness of 3G services. Perceived Risk (PR) negatively influences

Perceived Usefulness of 3G services. Intrinsic Motivation (IM) positively influences Attitude

towards Using (ATU) 3G services. Perceived Service Quality (PSQ) negatively influences Attitude

towards Using (ATU) 3G services.

Customer perception is an increasing challenge for telecommunication companies. In the last few

years, the mobile telecom market has witnessed a substantial growth and rapid changes globally, as

well as domestically in India. Customer satisfaction is a critical issue in the success of any business

system. 3G (Third Generation) is the latest wireless technology. It is also known as UMTS

(Universal Mobile Telecommunications System), an improvement over 2G (Second Generation)

providing wireless access to the data and information to the users from anywhere and anytime. It is

the latest mobile technology and in fact it is described by Cellular (2004) as being a generic name

for the most of mobile technologies.

The high-speed access to voice and data technology is known as 3G service, as it is considered the

third generation of cellular telecommunications technology. A 3G network is necessary for this

service to function. It offers advancements on the 1G and 2G networks such as multimedia

applications like video and broadband services. 3G service is based on standards developed by the

International Telecommunications Union, known as the IMT-2000 criteria. The telephony service

itself benefits from better range and wider accessibility. 11 December 2008, India entered the 3G

arena with the launch of 3G enabled Mobile and Data services by Government owned Mahanagar

Telephone Nigam Ltd MTNL in Delhi and later in Mumbai. MTNL becomes the first 3G Mobile

service provider in India.The first Private-sector service provider that launched 3G services is Tata

DOCOMO, on November 5, 2010. And the second is by Reliance Communications, December 13,

2010.Vodafone Launched their 3G by mid of March,2011 . Then, Bharti Airtel launched their 3G

services on 24 January 2011 in Bangalore and also launched in Delhi & Jaipur on March 4,

2011(not GSM but only USB estick) and similarly other telecom operators also entered the race.

Also focus on customer needs, how those needs are met, customer interest in appreciation for the

service etc. This survey provides valuable information on customer perceptions of their 3G usage

experience. This includes general attitudes toward the service, and their own perception. The results

from this survey can also help you identify elements which best support customer needs. 3G - Third

Generation mobile telephone networks are the latest stage in the development of wireless

communications technology. Significant features of 3G systems are that they support much higher

data transmission rates and offer increased capacity, which makes them suitable for high-speed data

applications as well as for the traditional voice calls. In fact, 3G systems are designed to process

data, and since voice signals are converted to digital data, these results in speech being dealt with in

much the same way as any other form of data. Third Generation systems use packet-switching

technology, which is more efficient and faster than the traditional circuit-switched systems, but they

do require a somewhat different infrastructure to the 2G systems.

3G stand for the third generation of wireless communication technologies, which support broadband

voice, data and multi-media communications over wireless networks. Speed: 144kb/sec-2mb/sec.

3G Combines a mobile phone, laptop PC and TV Features include,

2. Literature Review

Deepti Garg and Ajay K. Garg (2011) (Botswana) in “An Assessment of Awareness, Usage

Pattern and Adoption of 3G Mobile Services” focused on Botswana’s users’ usage pattern,

awareness and adoption of 3G mobile services amongst university students. A structured

questionnaire was administered and the results (n=66) indicate high (98%) saturation level in terms

of usage of mobile phones compared to several countries while the 3G mobile service usage rate

was found to be low (8%) in comparison to other parts of the world. They were found to be

sensitive to price and were not willing to use 3G service if they were expensive.

H.Gruber, and P. Koutroumpis, (2010) in “Mobile communications: diffusion facts and

prospects,” Communications and Strategies examined income was very crucial factor while

adopting 3G service. The data collected from 120 professionals and factor analysis was applied.

This resulted that the rationale for the differences regarding adoption of 3G services in various

countries could be per capita income, urbanization and Internet/Broadband penetration, as well as

regulation that positively affect diffusion across all generations of mobile technologies.

S.T. Abu, (2010) (University of Hyogo, Japan) in “Empirical analysis of global diffusion of 3G

mobile phones: a cross-cultural review,” said though the main highlight of 3G services are high

speed data transmission, entertainment and e-payment in Japan, developing countries in Asia,

Africa or even some parts of US suffer from lack of infrastructure to support these objectives.

Income affordability, mobile network coverage, high subscription charges and telecommunication

infrastructure to support all these activities classified with regard to findings is difficult for

developing or even some developed countries in the world.

Y-F Kuo, and C.-W Yu (2006) (Technovation,) in "3G Telecommunication Operators'

Challenges and Roles: A Perspective of Mobile Commerce Value Chain proposed that 3G

telecom operators in Taiwan not only have to serve as network system and spectrum provider, but

also have to develop into a “service- focused” instead of “Technique-focused”. Data were collected

from sample100 respondent to analyze factor analysis. Further, they found that 3G telecom

operators should place their focus on “creating” 3G services instead of “enhancing” already existing

2G or 2.5G services.

V.P. Tangaturi, and F.Harmantzis (2006) in “Migration to 3G Wireless Broadband internet

and Real Options: The Case of an Operator in India presented 3G as the evolutionary migration

path from second to third generation systems. Japan was the first in the world to adopt 3G services

in 2001. 3G mobile phone diffusion in Japan could be classified in terms of technological

innovations, marketing strategies and competition policy of mobile phone operators.

3. Objectives

My objectives behind doing this project was to know,

To know the consumer perception towards 3G services.

To find out the factors which influences consumer purchase decision towards 3G services

To find out the market leader in 3G services in Indore City.

4. Research Methodology

Methodology is a way to systematically solve the research problem. It may be understand as a

science of studying how research is done scientifically. Research Methodology is a step by step

study of a problem.

In this research questionnaire is framed in such a way management wants to know how the

customers are taking things that they had done to them and to find out the expectation of the

customers thus it will impact in policy making of the firm in the current fiscal year.

4.1 Sample Design

The 3G services are new in the market and there is dearth of research in this field. Primarily

primary data will be collect and analyse. Convenient Sampling will be used and sample size of 100

will be taken from Indore City.

4.2 Sources of Data to Collect

The respondents are Consumers of Indore.

4.3 Tools for Data Collection

It will be collect with the help of Questionnaire filled by consumers.

4.4 Analysis and Interpretation

This is purely a descriptive study. Z test, Factor analysis is used for the purpose. Beside cross

tabulation, percentages had also been used. Data will be analysing by using SPSS 18.00 software.

6. References

Deepti Garg and Ajay K. Garg (2011) (Botswana) An Assessment of Awareness, Usage

Pattern and Adoption of 3G Mobile Services “Journal of Internet Banking and Commerce”,

vol. 16, no.1(http://www.arraydev.com/commerce/ jibc/)

H.Gruber, and P. Koutroumpis, (2010)“Mobile communications: diffusion facts and

prospects,” Communications and Strategies. vol. 26, no.1

S.T. Abu, (2010) (University of Hyogo, Japan) “Empirical analysis of global diffusion of

3G mobile phones: a cross-cultural review,” Discussion Paper No. AIDP0906.

Y-F Kuo, and C.-W Yu (2006) (Technovation,) "3g Telecommunication Operators'

Challenges and Roles: A Perspective of Mobile Commerce Value Chain," vol. 26 (12),

1347-56.

V.P. Tangaturi, and F.Harmantzis (2006) “Migration to 3G Wireless Broadband internet and

Real Options: The Case of an Operator in India” by Deutsche Bank Research vol. 26 (3),

pp.184-39.

6.1 Books

Kothari C.R. “Research Methodology”

Malhotra Naresh “Marketing Research & Methods”