Research Praposa1l

7/29/2019 Research Praposa1l

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A

Research proposal

On

A study on satisfaction level of 3G users in

Ahmedabad city

Submitted To:Dr. sharif memon

Submitted By: Rinkesh Thakkar (NR 11163)

N.R.Institute of Business Management


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RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

Primary Objective

To check the satisfaction level of 3G users in Ahmadabad city is the Main

objective of our study.

Secondary Objectives

To ascertain the preference level of the customers regarding the services

provided in 3G services.

To identify the source of awareness for 3G services.

To identify the factors that motivated the customers to choose 3G Cellular

services.

To check loyalty status of 3G users and purpose for uses.

To find out the factors that influences 3G users in their purchase decision

making.

SCOPE OF THE STUDY

The study also gives the highlights of the customer perception and satisfaction level

of 3G Cellular service, charges speed, coverage, tariff plan and media tool etc thus

the main scope of the study was to identify the customer satisfaction and expectation

about the 3G Cellular Services.

LITERATURE REVIEW

Chandan jee, Deepika Jindal, Mrinalini Shah (2011)

In the study of 3G Technology in India: they found thatpresently the primary

telecommunication technology being used in India is 2G technology. However

with the advent, 3G technology was launched in India in February, 2009. 3G

has not shown consistent success in all the previous countries it has been


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launched. Thus it would be difficult to conclusively comment on the 3G

implementation in India. The paper focus on both supply and demand side

factors of 3G implementation which are likely to impact the performance. The

strategy adopted is to study 3G implementation in various countries and draw

a comparative sketch followed by a study of the consumer purchasing

behavior. Factor analysis is used to identify the most critical factors for

success of 3G technology in India. The study has a great relevance in the

current uncertainty about 3G technologies. All the information gathered from

the study can be utilized by the 3G service providers to make 3G a success.

However to completely validate this study more responses are required from

the consumers. (Chandan Jee, 2011)

Robins (2008)

This paper is about marketing the next generation of mobile telephones. The

study is about third generation of cell phone technology, what is usually

known as 3G for short. There are various issues about that new innovative.

One is how to price 3G handsets and services at a level which will enable

telephone operating companies to recoup the high prices they have already

paid to governments for operating licenses. Second the technology is not yet

complete, there are no agreed international standards and companies do not

yet know what new services the technology will prove capable of delivering

effectively. All variants of 3G remain dependent on largely unproven

technology. Marketing 3G is going to be about services which are new and in

many cases, yet to be designed. At the same time, it will involve serviceswhich can also be obtained by computer and other means. It follows that the

marketing task will be high risk. First, 3G has no obviously unique selling

proposition to build on except, perhaps, the combination of live video and

easy portability. Second, the potential customers have not yet had adequate

opportunity to signal their service likes and dislikes. Third, the cost and

complexity of service provision leave doubt about the markets reaction to

price. (Robins, 2008)


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Debnath (2008)

This study explains that the prime focus of the service providers is to create a

loyal customer base by benchmarking their performances and retaining

existing customers in order to benefit from their loyalty. With the

commencement of the economic liberalization in 1991, and with a view to

expand and improve telecom infrastructure through the participation of the

private sector, the Government of India permitted foreign companies holding

51% equity stake in joint ventures to manufacture telecom equipment in

India. The Indian Government has announced a new policy, which allows

private firms to provide basic telephone services. There had been a

monopoly of the state-owned department of telecommunications. However,several companies are expected to benefit from the policy change.

(Debnath, 2008)

Seth et al (2008),

In their study titled Managing the Customer Perceived Service Quality for

Cellular Mobile Telephone: an Empirical Investigation analyzed that there is

relative importance of service quality attributes and showed thatresponsiveness is the most importance dimension followed by reliability,

customer perceived network quality, assurance, convenience, empathy and

tangibles. This would enable the service providers to focus their resources in

the areas of importance. The research resulted in the development of a

reliable and valid instrument for assessing customer perceived service quality

for cellular mobile services. (al, 2008)

Fernandez (2007)

In their study titled Understanding Dynamics in an Evolving Industry:

Case of Mobile VAS in India analyzed that Mobile Value Added Services

(VAS) is a rising star in the fast growing wireless business. In the paper,

attempt is made at understanding the strategic dynamics of the evolving

environment within which the Indian players are operating, the challenges and

structure of the same. Our literature and industry review indicates that - whilethe value chain of industry is complicated yet one can observe the bipolar


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nature of bargaining powers between mobile network operators and content

aggregators.(Fernandeze, 2007)

The number of 3G subscribers increased significantly, thus it represents

consumers willingness to adopt advance wireless technology and engage in

activities using systems where 3G can provide more 68 comprehensive

contents than other wireless services.

Pagani (2004)

A study to identify the determinants of adoption of 3G mobile multimedia

services and found that perceived usefulness, ease of use, price, and speed

of use are the most important determinants of adoption of 3G multimedia

mobile services. The importance of determinants differs by age groups or

segments. (Pagani, 2004)

Wu, Tao, and Yang,(2008)

Furthermore, Performance Expectancy has positive influence towards

Behavioral Intention and Use behavior. The practicability of system is still

the major influential factor that influences the users to use technological

service. Facilitating Conditions has positive influence towards Behavioral

Intention and Use behavior. Social Influence of 3G mobile

telecommunication services, has positive influence towards Behavioral

Intention and Use behavior. Behavioral Intention of 3G mobile

telecommunication services, has positive influence towards Use behavior.

Providing insight into those factors influencing acceptance of technology in

the consumer context, the Technology Acceptance Model (TAM), has been

considered the most useful for predicting the usage of such technology. This

model, described by Davis, Bagozzi, and Warshaw (1989). (Wu, 2008)

Chau (1996)

In the investigation of, he hypothesized that behavioral intention to use a

particular technology is dependent on the two variables, which are perceived

usefulness and perceived ease of use. The empirical findings supported his


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hypothesized relationships between perceived usefulness and intention to

use. Different from motivation theory, Davis et al. (1989) defined PU as the

prospective users subjective probability that using a specific application

system will increase his or her job performance within an organizational

context. Based on his definition,

Adams et al. (1992) and Davis et al. (1989)

They found perceptive users (PU) a major determinant of usage behavior and

intention. Subramanian (1994) reaffirmed two belief measurements (PU and

PEOU) using a new data set for two different technologies, and found

perceptive users(PU), and not perceived ease of use (PEOU), had a directeffect on usage behavior employing structural equation modeling (SEM). In

this study, we define PU as the degree to which an individual believes that

use of 3G mobile services will improve his or her communicational

performance. Therefore, he posited that:- H1. PU will have a positive effect on

Behavioral Intention (BI) towards using 3G Mobile services. (Chau, 1996)

(Goodrick and Srivastava, 2002)

The market demand for 3G is a fundamental part of the overall picture; the

best way to assess that demand is by looking at developments in the 2G

space, and at the growth of data services and mobile Internet access

technologies in particular. 3G is the most recently developed mobile

technology, providing advantages over the previous technologies in terms of

bandwidth, packet routing, guaranteed quality of service and location-based

services. (Srivastava, 2002)


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RESEARCH DESIGN

The research design is conclusive research design wherein, the researcher will be

doing descriptive research through multiple cross- sectional research design.

SAMPLE DESIGN

We have used Non-probability sampling techniques in that Convince sampling is

used in project study.

SAMPLE SIZE

Sample size will be 150

DATA COLLECTION

Primary source of data.

Survey(personal interview)

secondary source of data

o Books

o Magazines

o Websites

o Research papers

o Articles

o Old Survey Reports

o Journal

RESEARCH INSTRUMENT

Structured Questionnaire (open ended and close ended)

RESEARCH APPROACH

We adopted survey approach for this project.


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Dear Respondent,

We are the students ofN.R.INSTITUTE OF MANAGEMENT As part of our Study;

we are doing our comprehensive project - A study on satisfaction level of 3G

users in Ahmedabad city which will be presented at Our College. We ensure you

that the data provided by you will be kept confidential and used for academic

purpose only.

1. Are you current user of 3G service?Yes No

2. Which plan are you using?

Pre-paid plan Postpaid plan

3. Which companys 3G service and Handset are you using?

Service Provider Handset

Aircel Apple

Airtel Blackberry

BSNL LG

Idea Motorola

Reliance Nokia

Tata Docomo Samsung

Vodafone Sony Ericsson

Other(Please, specify) ________ Other(Please, specify) ________

4. How did you come to know about 3G services?

Retail outlets

Print media [newspaper /

magazine]

Electronic Media [Radio /

television]

Internet website

Verbal [Friends / Family]

Other (please, specify) ______________

5. For how long have you been using 3G service?

a) Less than6 months b) 6 months to1 year

c) 1year-2 years d) More than 2 Years


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6. Generally, on an average how much do you spend for 3G services on monthly

basis?

a) Less than 100Rs b) 100Rs. 500Rs

c) 501Rs 1000Rs d) More than 1000Rs

7. Rank the following 3G service provider according to your Preference.

(1 = High Preference and 7 =Low Preference)

Service Provider Preference Rank

Aircel

Airtel

BSNLIdea

Reliance

Tata Docomo

Vodafone

8. How satisfied are you with the following factors of 3G services? (1= Highly

Satisfied, 2= somewhat satisfied, 3=Neutral, 4=somewhat dissatisfied, 5= HighlyDissatisfied)

Factors 1 2 3 4 5

Availability

After sales services

AffordabilityConnectivity

Promotional Schemes

Speed

Security

Social Networking activity

Tariff Plans

Usage Experience


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9. Rate the following 3G services according to your preference. (1=Highly satisfied,

2= Satisfied, 3=Neutral, 4= Dissatisfied, 5= Highly dissatisfied)

10. Please rate the level of agreement with the following statement with focus on 3Gservices.

(Rate 1= highly agree, 2= Agree, 3= Neutral, 4= disagree, 5= highly disagree)

11. Are you thinking to port/change your current service provider?

Yes No

If yes, then which service provider will you choose? (List any three names

of service providers)

_________________________

_________________________

_________________________

Factors 1 2 3 4 5

High Speed Internet

Video Calling

Live TV

Online Gaming

Easy and Fast Downloading

Multimedia streaming and download

GPS for Navigation Purpose

Video Blogging

STATEMENTS 1 2 3 4 5

3Gis easy to use

3G ervices is worth the purchase price


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Demographic Details

1. Name - _________________________________

2. E-mail Id - _________________________

3. Sex:-

Male Female

4. Age -

Below 25 years 25 years 35 years

35years 45 years above 45 years

5. Occupation -

Government employee Employee in private sector

Self employed House wife

Professional Student

Other (please specify) _____________

6. Educational qualification -

Below HSC Undergraduate

Post graduate Graduate

Other (please specify) _____________

7. Monthly family income -

Below 20,000 20,000 to 50,000

50,000 to 1, 00,000 More than1, 00,000

8. Marital Status

Married Unmarried

Research Praposa1l

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