3G CONSUMPTION PATTERN

Business Research Methods SUDIP DUTTA PGPM 2010 - 2012

Introduction on 3G Technology
y 3G is the third generation of wireless technologies. y Features like
y High-Speed Transmission, y Advanced Multimedia Access and y Global Roaming.

y Transfer rate for 3G networks is beyond 2Mbps. y Enhanced audio and video streaming. y Video-conferencing support. y Web and WAP browsing at higher speeds. y IPTV (TV through the Internet) support.
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Discovering the Management Dilemma

y The research done by the group is typically a research based

on ANALYSIS. y Other dilemmas could be whether the research respondents will be knowledgeable on the 3G technology or not?

Defining the Management Questions

y Marketing Strategies adopted:
y Product y Brand Name y Functionality y Quality y Promotion y Advertisements y Promotional Strategy vis--vis Competitors y Price y Pricing Strategy vis--vis Competitors y Seasonal Changes in Tariffs vis--vis Competitors y Place y Distribution System
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Defining & Refining the Research Questions

The various research questions can be as follows: y Are the users aware of the 3G services? y Do they have any plans to switch over to 3G? y Do they understand the meaning & significance of 3G? The various 3rd level Investigative & Measurement Questions will be as follows: y Which 3G services they will opt for? y What will be their criteria of preference for taking up a 3G connection?
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METHODOLOGY
y Type of Research Design:
y In this research on 3G consumption pattern, a FORMAL

STUDY was done where it begins with a hypothesis or research question & it involves precise procedures & data source specifications. y Again, considering the Time Dimension, a CROSS SECTIONAL STUDY was done where the study is carried out once & represents a snapshot of one point in time.

DATA COLLECTION METHOD

y In this research,

Primary Data was mainly relied upon where a questionnaire was developed and distributed to several people for the feedback.

SAMPLING DESIGN
y Sample Size 38 y Sampling Frame Social Networking Media & e-mails . y Sampling Techniques - Simple Random Sampling

- Convenience Sampling - Snowball Sampling

DATA ACCUMULATION & INTERPRETATION

Contd
Current Mobile Usage per month

5 9 12

12
Less than Rs.300 Rs.300 - Rs.500 Rs.500 - Rs.1000 More than Rs.1000

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Contd
y Open ended question ( What is 3G, according to you?)
y Some of their responses, inter-alia includes the following: y 3rd generation mobile telecommunications, is a generation of standards for

y y

y y y

mobile phones and mobile telecommunications services fulfilling the International Mobile Telecommunications-2000 (IMT 2000) specifications by the International Telecommunication Union. They provide advanced services like video call and wireless services. A spectrum with increased bandwidth and faster data rates (compared to the earlier 2G) used by the telecommunication industry to enhance faster communication. Broader spectrum of data interchange. Faster, Smarter, Better. :P New thing to experience.

Respondents had little and unclear knowledge about 3G services and few of them were smart enough to copy and paste information about 3G technology from different web sources such as Wikipedia, Google, etc.

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Contd
Mode of Communication Most Used In Mobile Phone

4 4 1

Calls SMS Internet Chat Call & SMS at the same time Call more than SMS

12 11

SMS more than Call

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Future Prospects / Limitations

y Sample sizes of only 38 respondents were chosen which is

not sufficient in the context of the scope of this research. It was chosen due to paucity of time. y People do not know exactly what is 3G. y Not enough low-end models of mobile phones are available in the market which is 3G enabled. y The real usage of 3G and its essence is not properly portrayed in the advertisements by the various service providers.

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Recommendations
y The mobile phone service providers should spread proper

awareness campaigns across the country to educate the people about this 3G technology and its various advantageous applications over the 2G and 2.5G services. They can go for proper media vehicle for this purpose. More stress should be given on educating about the 3G technology. y The mobile phone manufacturers should make some lowend 3G enabled sets for the common middle-class people to avail this new technology. y Companies should adopt integrated marketing strategies and go for the right kind of media mix in regards to the 3G technology.
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