Measuring Consumer Perception towards 3G services Synopsis of MRP project at SGSITS Indore

1. 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

2. 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,

3. 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. 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.

5.  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”