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Title: “Consumer awareness towards 3G technology amongst 3G cell phone users in Ludhiana.”
Under Guidance of Prof. V. P. Mishra
Submitted by: Name: Abhishek Kumar Class: MBA 2C University roll no.: 104972249372
image. packaging and the way in which it is delivered. radio. successful positioning usually requires a combination of these things. consumer awareness programs create more informed buying decisions. sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. Strong brands have a clear.Positioning can be achieved through several means. These are listed below as: Brand Awareness A brand is a name. SERVICES are things that other people do for us. including brand name. Consumer has contained some knowledge about the brand or product is known as Brand Awareness. Consumer awareness programs can be initiated through the utilization of flyers. product guarantees. often unique position in the target market. Positioning Positioning is about the position a brand occupies in a market in the minds of consumers. GOODS are things we use like food. school programs. and other sources depending upon the topic and the message delivered. fact sheets. .Theoretical Foundation For any company it seems too difficult to develop itself in the market. brochures. In fact. Consumer: A consumer is someone who buys or uses things (goods) or services. They use the various tools to develop themselves in the market. If specific products and services are better known. it is important to implement consumer awareness programs that will introduce and make the target audience aware of the products and services a company offer. A lack of consumer awareness in any industry can harm sales. A consumer cannot buy without the knowledge of existence of the services and products. those products and services will remain on the front line in sales. information posted to a Web site. Therefore. guides. television. Consumer Awareness Making existing and potential customers knowledgeable about products/services. service standards.
Over time. direct marketing. The consumers at this stage are not interested in more information about the product. and budget allocations are made to maximize the consumer's marginal utility.A consumer is also someone who uses the earth's resources such as water. A stimulus is any unit of input to any of the senses. Individual consumption of goods and services is primarily linked to the consumer's level of disposable income. Increased media costs have been cited. . Two persons subject to the same stimulus under the same conditions will react differently. trees and air. organizes and interprets stimuli into a meaningful and coherent of the world. Awareness:This means to know about the existence of the product in the market. only those five key promotional elements (advertising. oil. In free market economies. consumers are presumed to dictate what goods are produced and are generally considered the center of economic activity. It is how we see the world around us’. It is the first stage of the adoption process. The increasing use of sales promotion has been influenced consumers to become more deal prone than in the past. Thus. and this in turn forced marketers to rely more on sales promotions in order to respond to this consumer behavior trend. Sales Promotion Sales promotion is a key element of the marketing mix for many consumers’ products worldwide in an attempt to stimulate consumer purchases. as been the main factor in this change of emphasis. and sales promotions) and the different roles that they play in assisting a company to achieve its communication objectives.An individual who buys product and services for personal use not for manufacture or resale. The consumers are exposed to the product innovation. Perception: It is defined as the process by which an individual selects. and to keep their consumers from competitors products. personal selling. The study of perception is largely the study of what we subconsciously add to or subtract from raw sensory to produce our own private picture of the world. the budget allotted to sales promotion has been rapidly growing with marketers shifting their attentions more to the use of sales promotions than to the use of advertising. land. public relations.
mobile Internet access. all in a mobile environment.159 billion mobile subscribers by 2013. To meet the IMT-2000 standards.921 crore (US$76. . Furthermore. can greatly drive adoption of 3G services as these regions continue to see the highest growth rates in mobile adoption. and generate employment opportunities for about 10 million people during the same period. meaning that about 71.75G.8 million people and for 7 million indirectly.51. The industry is expected to reach a size of 344. India is the world's fastest growing Wireless market with mobile base is about 850 million till September 2011. network rollout in semi-rural areas and increased focus on the value added services (VAS) market. the sector would create direct employment for 2. often denoted 3. With this the overall tele-density (telephones per 100 people) has touched 62. it is projected that India will have 1.59% of the Indian population currently uses mobile phones. projections by several leading global consultancies indicate that the total number of subscribers in India will exceed the total subscriber count in the China by 2013. International markets. successful auction of third-generation (3G) and broadband wireless access (BWA) spectrum. a system is required to provide peak data rates of at least 200 Kbit/s. video calls and mobile TV. also provide mobile broadband access of several Mbit/s to Smartphone and mobile modems in laptop computers. Application services include wide-area wireless voice telephone.57 billion) by 2012 at a growth rate of over 26 per cent. As the fastest growing telecommunications industry in the world.Telecom Sector in India The Indian telecommunications industry is one of the fastest growing in the world. The industry has witnessed consistent growth during the last year on the back of rollout of newer circles by operators. such as China and India. According to analysts.5G and 3. Recent 3G releases. Introduction to 3G Technology 3G or 3rd generation mobile telecommunications is a generation of standards for mobile phones and mobile telecommunication services fulfilling the International Mobile Telecommunications2000 (IMT-2000) specifications by the International Telecommunication Union.
3G Spectrum Auction in India The 3G spectrum auction in India began on 9 April 2010.The government has already earned Rs. 2010. . December 13.3G in India 11 December 2008. Review of Literature Wireless Intelligence (2011). After MTNL. another state operator Bharat Sanchar Nigam Ltd. The winners were awarded spectrum in September.500 crore (US$8.Idea also launched its 3G services in mid April. 40 crore 3G connections in another 4 years or a 30% penetration in 5 years time.59 billion). has published a report about the 3G growth rate in India. (BSNL) launched 3G services on 22 Feb 2009 in Chennai and later launched 3G as Nationwide. The auction of 3G wireless spectrum was announced in April 2010 and 3G Spectrum allocated to all private operators on 1 September 2010. and Tata DoCoMo was the first private operator to launch 3G services in India. The total 3G connections in India would reach 400 million by the end of 2015. 2010. Bharti Airtel launched their 3G services on 24 January 2011 in Bangalore and also launched in Delhi & Jaipur on March 4. 38. Aircel also launched 3G in Kolkata in the month of February. 2011(not GSM but only USB e-stick). on November 5. MTNL becomes the first 3G Mobile service provider in India. 67. The first Private-sector service provider that launched 3G services is Tata DoCoMo. That's right. And the second is by Reliance Communications. 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. Vodafone Launched their 3G by mid of March. 2011. Other providers like Virgin are expected to launch 3G services by Q1 2011.719 crore (US$15.1 billion) from the 3G spectrum auction. While the broadband wireless spectrum auction generated a revenue of Rs. Then.
To find out the potential users population to find demand level. 3G-market growth will primarily depend on the deployment of 3G services by the telecom operators. Moreover. Kumar (2009). as it would facilitates higher speed and data throughputs. increased bandwidth and support more diverse applications. On 3G you can have video call/conference facility. To study extent of consumer knowledge regarding various features of 3G technology. chance of transaction failure because of connectivity drops will be low. The study adopts the revised Technology Acceptance Model by adding five antecedents-perceived risks. .Sudha Singh (2010). and perceived lack of knowledge. mobile TV and so on. according to the research report “Indian 3G Mobile Forecast to 2012”. the number of 3G mobile subscribers is expected to grow at a CAGR of around 80% during 2011 . was of the view that in simple terms 3G is going to be nothing different than having a good internet connection at home.3G. Telecom operators and equipment vendors also appear optimistic about taking the telecom revolution to a new height. Dion Global Solutions Limited (2010). movie downloads. To find out the important features which the consumer prefers in the service. 3G could also provide the delivery of far more cost-effective voice services. successor of 2G services. enabling the delivery of a wide range of multimedia services. 3G is defined to facilitate growth. Shushmul Maheshwari(2010).2013. perceived service quality. because of higher voice capacity. were of the view that the introduction of 3G services will bring out radical changes in the country’s mobile market. internet. Once you have a better speed and seamless connectivity. subjective norms. shopping. Objectives of the Study • • • • To study level of consumer awareness amongst 3G Mobile services available in the market. do online banking. application downloads can be faster. such as video streaming. cost of adoption. Handset manufacturers are introducing 3G enabled handsets frequently to get early entrant advantage. access etc. is a family of standards for mobile telecommunications defined by the International Telecommunication Union.
to clarify problems or hypotheses. in this program of research. and to explore a new topic. So. Descriptive Research and Causal Research. Target Population: The population is the specific group of people. Research Design Research designs are classified into three categories based on the research project. All the cell phone users of 3G services in Ludhiana. etc. “Marketing Research is the systematic design. which form the pivotal point of research project.. Exploratory Research is used when the researcher aims to gain background information. etc. Descriptive Research Design is employed. which form the pivotal point of research project. firms. activities. it becomes primary duty of a researcher to define the population from which to draw the sample. descriptive research can provide information that suggests that researchers should conduct Causal Research to understand why relationships of particular variables exist. to define terms. Sample Design Sampling can be defined as the section of some part of an aggregate or totality on the basis of which judgment or an inference about aggregate or totality is made. collection. analysis and reporting of data and finding relevant solution to a specific marketing situation or problem”. In turn. conditions. To describe a phenomenon or measure variable identified and their relationships. namely: Exploratory Research. a Descriptive Research Design in then employed.Research Methodology Research Methodology is a way to systematically solve the research problem.This research is Descriptive because it will describe the responses of mobile users. All the customers of 3G services in Ludhiana of different areas. . For developing and using a sample. The sampling design helps in decision making in the following areas:Universe: The universe is the specific group of people. Firstly. firms. The Research Methodology includes the various methods and techniques for conducting a Research. conditions. activities.
html http://www.com/corporate/news/newsreleases/2005b/06_30_05_sasktel. Data Analysis and Interpretation In this research tables and charts will use for presenting the data.html http://www. survey method will be used i. Sampling Technique:Cluster sampling technique will use for this study to decide sample size. researcher will personally contact samples or respondents and hence forth gather information from them through personal contact and with the help of a well structured Questionnaire. Individual Customer of 3G services in Ludhiana like student. Primary data will been collected by questionnaire method.Sampling Unit: Sample unit is a basic thing for the project which means who is to be surveyed in simple words. For data collection.com/news9436.physorg.com/2010/05/223-3g-auction-india-ends-provisional-winners/ http://www.com/story/impact-of-3g-auction-on-mtnl-and-bsnl/ http://www.medianama. working professional.nortel.cxotoday. The sample size of the study is250 from different areas of Ludhiana of different groups.ca/news/post001469/ . Sample Size: Sample size refers to the total number of items about which the information is desired. Source: http://www. Sources of Data Collection:Research work is descriptive in nature.cellphones.Further Researcher will apply multiple regressions with the help of SPSS software for the analysis of data which will be collected through questionnaire and then finding and suggestions will be drawn. Information will collect from Primary data. businessman and household users.e.
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