3g Consumption Pattern

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Business Research Methods

SUDIP DUTTA

PGPM 2010 - 2012

3G CONSUMPTION PATTERN

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Introduction on 3G Technology

y 3G is the third generation of wireless technologies.

y Features like

y High-Speed Transmission,

y

Advanced Multimedia Access andy 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?

3



Defining the Management Questions

y Marketing Strategies adopted:

y Producty Brand Name

y Functionality

yQuality

y Promotiony Advertisements

y Promotional Strategy vis-à-vis Competitors

y Price

y Pricing Strategy vis-à-vis Competitorsy Seasonal Changes in Tariffs vis-à-vis Competitors

y Placey Distribution System

4



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 Questionswill 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 researchquestion & it involves precise procedures & data source

specifications.

y Again, considering the Time Dimension, a CROSS ²

SECTIONAL STUDY was done where the study is carried out

once & represents a snapshot of one point in time.

6



DATA COLLECTION METHOD

y In this research,

Primary Data was mainly relied upon where a

questionnaire was developed and distributed to severalpeople for the feedback.

7



SAMPLING DESIGN

y Sample Size ² 38

y Sampling Frame ² Social Networking Media & e-mails .

y Sampling Techniques - Simple Random Sampling- Convenience Sampling

- Snowball Sampling

8



DATA ACCUMULATION & INTERPRETATION

9



Contd«

12

12

95

Current Mobile Usage per month

Less than Rs.300

Rs.300 - Rs.500

Rs.500 - Rs.1000

More than Rs.1

000

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Contd«y Open ² 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

mobile phones and mobile telecommunications services fulfilling theInternational Mobile Telecommunications-2000 (IMT ³ 2000)specifications by the International Telecommunication Union.

y They provide advanced services like video call and wireless services.y A spectrum with increased bandwidth and faster data rates (compared to the

earlier 2G) used by the telecommunication industry to enhance fastercommunication.

y Broader spectrum of data interchange.y Faster, Smarter, Better. :Py 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 technologyfrom different web sources such as Wikipedia, Google, etc.

11



Contd«

4

4

1

11

12

6

Mode of Communication Most Used In Mobile Phone

Calls

SMS

Internet Chat

Call & SMS at the sametime

Call more than SMS

SMS more than Call

12



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 serviceproviders.

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Recommendationsy The mobile phone service providers should spread proper

awareness campaigns across the country to educate thepeople about this 3G technology and its various advantageousapplications over the 2G and 2.5G services. They can go for

proper media vehicle for this purpose. More stressshould be given on educating about the 3G technology.

y The mobile phone manufacturers should make some low-end 3G enabled sets for the common middle-class peopleto avail this new technology.

y Companies should adopt integrated marketingstrategies and go for the right kind of media mix inregards to the 3G technology.

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3g Consumption Pattern

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