SYNOPSIS OF MAJOR PROJECT

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

Theoretical Foundation
For any company it seems too difficult to develop itself in the market. They use the various tools to develop themselves in the market. These are listed below as: Brand Awareness

A brand is a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. Consumer has contained some knowledge about the brand or product is known as Brand Awareness. Positioning

Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market.Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. In fact, successful positioning usually requires a combination of these things. Consumer Awareness

Making existing and potential customers knowledgeable about products/services, consumer awareness programs create more informed buying decisions. A consumer cannot buy without the knowledge of existence of the services and products. A lack of consumer awareness in any industry can harm sales. If specific products and services are better known, those products and services will remain on the front line in sales. Therefore, 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. Consumer awareness programs can be initiated through the utilization of flyers, brochures, television, radio, guides, fact sheets, information posted to a Web site, school programs, and other sources depending upon the topic and the message delivered. Consumer: A consumer is someone who buys or uses things (goods) or services. GOODS are things we use like food. SERVICES are things that other people do for us.

A consumer is also someone who uses the earth's resources such as water, land, oil, trees and air.An individual who buys product and services for personal use not for manufacture or resale. In free market economies, consumers are presumed to dictate what goods are produced and are generally considered the center of economic activity. Individual consumption of goods and services is primarily linked to the consumer's level of disposable income, and budget allocations are made to maximize the consumer's marginal utility. Awareness:This means to know about the existence of the product in the market. It is the first stage of the adoption process. The consumers are exposed to the product innovation. The consumers at this stage are not interested in more information about the product. Perception: It is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent of the world. It is how we see the world around us. Two persons subject to the same stimulus under the same conditions will react differently. A stimulus is any unit of input to any of the senses. 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. Sales Promotion

Sales promotion is a key element of the marketing mix for many consumers products worldwide in an attempt to stimulate consumer purchases. Over time, 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. Increased media costs have been cited, as been the main factor in this change of emphasis. The increasing use of sales promotion has been influenced consumers to become more deal prone than in the past, and this in turn forced marketers to rely more on sales promotions in order to respond to this consumer behavior trend, and to keep their consumers from competitors products. Thus, only those five key promotional elements (advertising, public relations, personal selling, direct marketing, and sales promotions) and the different roles that they play in assisting a company to achieve its communication objectives.

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, successful auction of third-generation (3G) and broadband wireless access (BWA) spectrum, network rollout in semi-rural areas and increased focus on the value added services (VAS) market. India is the world's fastest growing Wireless market with mobile base is about 850 million till September 2011, meaning that about 71.59% of the Indian population currently uses mobile phones. International markets, such as China and India, can greatly drive adoption of 3G services as these regions continue to see the highest growth rates in mobile adoption. With this the overall tele-density (telephones per 100 people) has touched 62.51. As the fastest growing telecommunications industry in the world, it is projected that India will have 1.159 billion mobile subscribers by 2013. Furthermore, 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. The industry is expected to reach a size of 344,921 crore (US$76.57 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period. According to analysts, the sector would create direct employment for 2.8 million people and for 7 million indirectly.

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. Application services include wide-area wireless voice telephone, mobile Internet access, video calls and mobile TV, all in a mobile environment. To meet the IMT-2000 standards, a system is required to provide peak data rates of at least 200 Kbit/s. Recent 3G releases, often denoted 3.5G and 3.75G, also provide mobile broadband access of several Mbit/s to Smartphone and mobile modems in laptop computers.

3G in India
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. After MTNL, another state operator Bharat Sanchar Nigam Ltd. (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. 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 e-stick). Aircel also launched 3G in Kolkata in the month of February.Idea also launched its 3G services in mid April. Other providers like Virgin are expected to launch 3G services by Q1 2011.

3G Spectrum Auction in India

The 3G spectrum auction in India began on 9 April 2010. The winners were awarded spectrum in September, and Tata DoCoMo was the first private operator to launch 3G services in India.The government has already earned Rs. 67,719 crore (US$15.1 billion) from the 3G spectrum auction. While the broadband wireless spectrum auction generated a revenue of Rs. 38,500 crore (US$8.59 billion).

Review of Literature
Wireless Intelligence (2011), has published a report about the 3G growth rate in India. The total 3G connections in India would reach 400 million by the end of 2015. That's right, 40 crore 3G connections in another 4 years or a 30% penetration in 5 years time.

Sudha Singh (2010),3G, successor of 2G services, is a family of standards for mobile telecommunications defined by the International Telecommunication Union. 3G is defined to facilitate growth, increased bandwidth and support more diverse applications. The study adopts the revised Technology Acceptance Model by adding five antecedents-perceived risks, cost of adoption, perceived service quality, subjective norms, and perceived lack of knowledge. Dion Global Solutions Limited (2010), were of the view that the introduction of 3G services will bring out radical changes in the countrys mobile market, as it would facilitates higher speed and data throughputs, enabling the delivery of a wide range of multimedia services, such as video streaming, movie downloads, mobile TV and so on. Moreover, because of higher voice capacity, 3G could also provide the delivery of far more cost-effective voice services. Shushmul Maheshwari(2010), 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 - 2013. 3G-market growth will primarily depend on the deployment of 3G services by the telecom operators. Telecom operators and equipment vendors also appear optimistic about taking the telecom revolution to a new height. Handset manufacturers are introducing 3G enabled handsets frequently to get early entrant advantage. Kumar (2009), was of the view that in simple terms 3G is going to be nothing different than having a good internet connection at home. Once you have a better speed and seamless connectivity, chance of transaction failure because of connectivity drops will be low. On 3G you can have video call/conference facility, application downloads can be faster, do online banking, shopping, internet, access etc.

Objectives of the Study

To study level of consumer awareness amongst 3G Mobile services available in the market. To study extent of consumer knowledge regarding various features of 3G technology. To find out the important features which the consumer prefers in the service. To find out the potential users population to find demand level.

Research Methodology
Research Methodology is a way to systematically solve the research problem. The Research Methodology includes the various methods and techniques for conducting a Research. Marketing Research is the systematic design, collection, analysis and reporting of data and finding relevant solution to a specific marketing situation or problem.

Research Design
Research designs are classified into three categories based on the research project, namely: Exploratory Research, Descriptive Research and Causal Research. Firstly, Exploratory Research is used when the researcher aims to gain background information, to define terms, to clarify problems or hypotheses, and to explore a new topic. To describe a phenomenon or measure variable identified and their relationships, a Descriptive Research Design in then employed. In turn, descriptive research can provide information that suggests that researchers should conduct Causal Research to understand why relationships of particular variables exist. So, in this program of research, Descriptive Research Design is employed.This research is Descriptive because it will describe the responses of mobile users.

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. The sampling design helps in decision making in the following areas:Universe: The universe is the specific group of people, firms, conditions, activities, etc. which form the pivotal point of research project. All the cell phone users of 3G services in Ludhiana. Target Population: The population is the specific group of people, firms, conditions, activities, etc., which form the pivotal point of research project. For developing and using a sample, it becomes primary duty of a researcher to define the population from which to draw the sample. All the customers of 3G services in Ludhiana of different areas.

Sampling Unit: Sample unit is a basic thing for the project which means who is to be surveyed in simple words. Individual Customer of 3G services in Ludhiana like student, working professional, businessman and household users. Sampling Technique:Cluster sampling technique will use for this study to decide sample size. Sample Size: Sample size refers to the total number of items about which the information is desired. The sample size of the study is250 from different areas of Ludhiana of different groups. Sources of Data Collection:Research work is descriptive in nature. Information will collect from Primary data. Primary data will been collected by questionnaire method. For data collection, survey method will be used i.e. 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.

Data Analysis and Interpretation

In this research tables and charts will use for presenting the data.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.

Source:
http://www.medianama.com/2010/05/223-3g-auction-india-ends-provisional-winners/ http://www.cxotoday.com/story/impact-of-3g-auction-on-mtnl-and-bsnl/ http://www.physorg.com/news9436.html http://www.nortel.com/corporate/news/newsreleases/2005b/06_30_05_sasktel.html http://www.cellphones.ca/news/post001469/