research proposal

Introduction
The Indian telecommunication industry is the world’s fastest growing industry with893.85million mobile phone subscribers as of December 2012. It is also the second largest telecommunication network in the world in terms of number of wireless connection after china. As fastest growing telecommunication industry in the world, it is projected that India will have 1159 billion mobile subscribers by 2013 which would be considered India as a highest mobile phone subscriber. Furthermore, projection by several leading global consultancies indicated that the total number of subscribers in India will exceed the total subscribers count in china by 2013. The industry is expected to reach a size of Rs.344921 crore by 2012 at a growth rate of over 26 percent, and generate employment opportunities for about 10 million people and for 7 million indirectly in 2008-09 the overall telecom equipments revenue in India stood at Rs.136833 crore during the fiscal, as against Rs.115382 crore a year before.
This is the brand track study for companies which have well known name in mobile phone industry of India.

HISTORY OF HANDHELD CELL PHONE Prior to 1973 cellular mobile phone technology was limited to phones installed in cars and others vehicles. Dr. Martin cooper of Motorola researcher and executive, made the first US analogue mobile phone call using a heavy prototype model. He called Dr. Joel S. Of bell labs. There was a long race between Motorola and bell labs to produce the first portable mobile phone. Cooper is the first inventor named on “radio telephone system” field on October 17, 1973 with the US patent office and later issued as US patent 3,906,166. John f. Mitchell, Motorola’s chief of portable communication products (and cooper’s boss) was also named on the patent. He successfully pushed Motorola to develop wireless communication products that would be small enough to use anywhere any participated in the design of the cellular phone.
FIRST GENERATION (1G) CELLULAR NETWORKS The technological development that distinguished the first generation of mobile phones from the previous generation was the use of multiple cell sites, and the ability to transfer calls from one site to the next as the user travelled between cells during a conversation. The first commercially automated cellular network (the 1G) was launched in japan by NTT in 1979. The initial launch network covered the full metropolitan area of tokyo’s over 20 million inhabitants with a cellular network of 23 base station. Within five years, the NTT network had been expanded to cover the whole population of japan and become the first nation wide 1G network. Analogue Motorola dyna TAC8000x advanced mobile phone system mobile phone as of 1983. The next 1G network to launch was the Nordica telephone mobile (nmt) system in Denmark Finland , Norway and Sweden in 1981. MNT was the first mobile phone network to feature international roaming. The Swedish electrical engineer ostenmakitalo started work on this version in 1966 and is considered to be the father of the NMT system and by some the father of cellular phone itself, the NMT installations were based on the Ericson AXE digital exchange nodes. Several other countries also launched 1G network in the early 1980s including the UK, Mexico and Canada. A two year trial started in 1981 in Baltimore and Washington DC with 150 users and 300 Motorola dynaTAC pre-production phones. This took place on a seven tower cellular network that covered the area. The DC area trial turned into commercial services in about 1983 with fixed cellular car phones also built by Motorola. They later added the 8000x to their cellular offerings. A similar trial and commercial launch also took place in Chicago by Ameritech in 1983 using the famous first hand-held mobile phone Motorola dynaTAC. AT&T’s 1971 proposal for advanced mobile phone system (AMPS) was approved by the FCC in 1982 and frequencies were allocated in the 824-849 MHz. Analogue AMPS was superseded by digital AMPS in 1990. In 1984 bell labs developed modern commercial cellular technology (based, to a large extent, on the gladden, Perelman patent), which employed multiple centrally controlled base stations (cell units), each providing service to small cell area. The sites were set up so that cells partially overlapped and different base stations operated using the same frequencies with little or no interferences. Vodafone made the UK’s first mobile call at a few minutes past midnight on 1st January 1985. The technology in these early networks was pushed to the limit to accommodate increasing usage. The station and the mobile utilized variable transmission power, which allowed range and cell size to vary. As the system expanded and neared capacity, the ability to reduce transmission power allowed new cells to be added, resulting in more, smaller cells and thus more capacity. The evidence of this growth can still be seen in the many older tall cell sites towers with no antennae on the upper parts of their towers. These sites originally created large cells and had their antennae mounted atop high towers, the towers were designed so that as the system expanded and cell sizes shrank the antennae could be lowered on their original masts to reduce range.

SECOND GENERATION (2G,2.5G,2.75G): DIGITAL NETWORKS
(Two 1991 GSM mobile phone with several AC adapters) In the 1990s the second generation (2G) mobile phone systems emerged, primarily using the GSM standard. These differed from the previous generation by using digital instead of analog transmission and also fast out of band phone to network signaling. The rise in mobile phone usage as a result of 2G was explosive and this era also saw the advent of prepaid mobile phones. In 1991the first GSM network (radiolinja) launched in Finland. In general the frequencies used by 2G system in Europe were higher than those in America, though with some overlap. For example the 900 MHz frequency range was used for both 1G and 2G systems in Europe , so the 1G system were rapidly closed down to make space for the 2G systems. In America the IS-54 standard was deployed in the same band as AMPS and displaced some of existing analog channels. Coinciding with the introduction of 2G systems was a trend away from “brick” phones toward tiny 100-200g hand held devices. This change was possible not through technological improvements such as more advanced batteries and more energy efficient electronics but because of the higher density of cell sites to accommodate increasing usage. The latter meant that the average distance transmission from phone to the base station shortened leading to increased battery life whilst on the move. Personal handy phone system mobiles and modems used in Japan around 1997-2003. The second generation introduced a new variant of communication called SMS or text messaging. It was initially available only on GSM networks but spread eventually on all digital networks. The first machine generated SMS was sent in the UK on 3rd December 1992 followed in 1993 by the first person to person SMS sent in Finland. The advent of prepaid service in the late 1990s soon made SMS the communication method of choice amongst the young a trend which spread across all ages. 2G also introduced the ability to access media content on mobile phones in 1998 the first downloadable content sold to mobile phones was the ring tone launched by Finland’s radiolinja (no Elisa) . Advertising on the mobile phone first appeared in Finland when a free daily SMS news headline service was launched in 2000 sponsored by advertising. Mobile payments were trialed in 1998 in Finland and Sweden where a mobile phone was used to pay for a coca cola vending machine and car parking. Commercial launches followed in Norway. The first commercial payment system to mimic banks and credit cards was launched in the Philippines in 1999 simultaneously by mobile operators global and smart. The first full internet service on mobile phones was introduced by NTT docomo in Japan in 1999.

THIRD GENERATION (3G): HIGH SPEED IP DATA NETWORKS AND MOBILE BROADBAND

As the use of 2G phones became more widespread and people began to utilize mobile phones in their daily lives, it became clear that demand for data service (such access to the internet) was growing. Furthermore, experience from fixed broadband service showed there would also be an ever increasing demand for greater data speed. The 2G technology was nowhere near up to the job, so the industry began to work on the next generation of technology known as 3G. The main technological difference that distinguishes 3G technology from 2G technology is the use of packet switching rather than circuit switching for data transmission. In addition the standardization process focused on requirements more than technology (2 Mbit/s maximum data rate indoors, 384 Kbit/s outdoors) Inevitably this led to many competing standards with different contenders pushing their own technologies and the vision of a single unified worldwide standard looked far from reality. The standard 2G CDMA networks became 3G compliant with the adoption of revision of A to EV-DO which made several additions to the protocol whilst retaining backwards compatibility.
The introduction of several new forward link data rates that increase the maximum burst rate from 2.45 Mbit /s to 3.1 Mbit/s.
Protocols that would decrease connection establish time.
The ability for more than one mobile to share the same time slot.
The introduction of QoS flags.
All these were put in place to allow for low latency, low bit rate communications such as VoIP The first pre-commercial trial network with 3G was launched by NTT docomo in Japan in the Tokyo region in May 2001. NTT DoCoMo launched the first commercial 3G network on October 1, 2001 using the WCDMA technology. In 2002 the first 3G networks on the rival CDMA 2000 1xEV-DO technology were launched by SK telecom and KTF in south Korea and Monet in USA. Monet has since gone bankrupt. by the end of 2002 the second WCDMA network was launched in Japan by Vodafone KK(now Softbank). European launches of 3G in Italy and the UK by three/Hutchison group on WCDMA. 2003 saw a further 8 commercial launches of 3G, six more on WCDMA and two more on the EV-DO standard. During the development of 3G systems, 2.5G systems such as CDMA2000 1x and GPRS were developed as extensions to existing 2G networks. These provide some of the features of 3g without fulfilling the promised high data rates or full range of multimedia services. CDMA 2000-1X delivers theoretical maximum data speeds of up to 307 kbit/s. Just beyond these is the EDGE system which in theory covers the requirements for 3G system, but is so narrowly above these that any practical system would be sure to fall short. The high connection speed of 3G technology enable a transformation in the industry for the first time, media streaming of radio (and even television) content to 3G handset become possible with companies such as real networks and Disney among the early pioneers in this type of offering . In the mid 2000s an evolution of 3G technology begun to be implemented, namely high speed downlink packet access (hsdpa ). It is an enhanced 3G (third generation) Mobile telephony communication protocol in high speed packet access (Hsapa) family. Also coined 3.5G 3G+ or turbo 3G, which allows networks based on universal mobile. Telecommunication system (UMTS) to have higher data transfer speeds and capacity current HSDPA deployments Support downlink Speeds of 1.8, 3.6,7.2 and 14.0 Mbit/s. downlink and 84 Mbit/s with release 9 of the 3GPP standards. By the end of 2007 there were 295 million subscribers on 3G networks worldwide, which reflected 9% of the total worldwide subscriber’s base. About two thirds of these ware on the WCDMA standard and one third on the EV-DO standard. The 3G telecoms services generated over 120 billion dollars of revenges during 2007 and at many markets the majority of new phones of the second generation. Although mobile phones hand long had the ability to access data networks such as the internet. It was not until the widespread availability of good quality 30 coverage in the mid 2000s that specialized devices appeared to access the mobile internet. The first such devices, known as “dongles”, plugged directly into as computer through the USB port. Another new class of device appeared subsequently, the so-called “compact wireless router” such as the noveteIMiFi, which makes 3G Internet connectivity available to multiple computers simultaneously over Wi-Fi, rather than just to single computer via USB plug-in. Such devices become especially popular for use with laptop computer due to the added probability the bestow consequently , some computer manufacturers started to embed the mobile data function directly into the laptop so a dongle of MiFi wasn’t needed lasted , the SIM card could be inserted directly into the devices itself to access the mobile data services Such 3G-capable laptops becomes commonly known as “Net books” , other types of data aware devices followed in the net book’s footsteps by the beginning as 2010, e-readers such as the Amazon kindle and the nook from barns & noble had already become available with embedded wireless internet and apple computer had announced plans for embedded wireless internet on its ipad tablet devices beginning that falls.
FOURTH GENERATION (4G): AII-IP NETWORKS By 2009 it had become clear that at some point 3G networks would be overwhelmed by the growth of band width intensive applications like streaming media consequently the industry began looking to data optimized 4th generation technology with the promise of speed improvements up to 10 folds over existing 3G technologies the first two commercially available technologies billed as 4G were the Wi MAX standard (offered in the USA by sprint) and the LTE standard first offered in Scandinavia by teliasonera. One of the main ways in which 4G differed technologically from 3G was in its elimination of circuit switching instead employing an all I networks, thus 4G ushered in a treatment of voice calls just like any other type of streaming audio media utilizing packet switching over internet LAN or WAN networks via VoIP.
SATELLITE MOBILE
Earth orbiting satellite can cover remote areas out of reach of wired networks or where construction of a cellular network is uneconomic. The immersed satellite telephone system, originally developed in 1979 for safety of life at sea, is now also useful for areas out of reach of landline conventional cellular or marine VIHF radio stations in 1998 the satellite system was set up and although the initial operating company went bankrupt due to high initial expenses the service is available today.

INTRODUCTION OF THE INDIAN TELEPHONE INDUSTRY In 1880 two telephone companies namely the oriental telephone company lt. And the Anglo Indian telephone company ltd. approached the government of India to establish telephone exchange in India. The permission was refused on the ground that the establishment of telephone was a government monopoly and that the government itself would undertake the work in 1881, the government later reversed its earlier decision and a license was granted to the oriental telephone co. Ltd. Of England for opening telephone exchange at Calcutta, Bombay, madras and ahmedabad and the first formal telephone service was established in the country on the 28th jan. 1882, major E. Baring member of the governor general of India’s council declared open the telephone exchange in Calcutta, Bombay and madras. The exchange Calcutta named the ‘central exchange’ was opened at third floor of the building at 7council House Street with a total of 93 subscribers. Later that year Bombay also witnessed the opening of a telephone exchange. In 1975 the department of telecom (dot) was separated from Indian post and telecommunication accounts and finance services. DOT was responsible for telecom services in entire country until 1985 when mahanagar nigam limited (MTNL) was carved out of DOT to run the telecom services of Delhi and Mumbai in 1990s the telecom sector was opened up by the government for private investment as a part of liberalization-privatization –globalization policy. There for it became necessary to separate the government policy wing of dot on 1st October 2000 and named it bharat sanchar nigam limited (BSNL). Many private operators such as reliance communication, tata indicom, Vodafone, loop mobile, airtel, idea, etc successfully entered the high potential Indian telecom market.
PROBLEM STATEMENT Branding has been around for centuries as a means to distinguish the goods of one producer from another. The earliest sign of branding in Europe were the medieval guilds requirement that craftspeople put trademarks on their products to protect themselves and their customers against inferior quality brands today playa number of important roles that improve consumer’s lives and enhance the financial value of firm. Today in global and advanced marketing era hardly anything goes without branding. the key to branding is that consumers perceive differences among brands in a product category. Indian mobile phone sector is full of branded and non branded products. Many non branded products like china, Taiwan phones have also share substantial share of market. The question behind above discussion is that to brand a product or not? What are the main benefits and role of branding? Thus it’s decided as a little of study. The problem statement of study is

Problem statement

Branding has been around for centuries as a means to distinguish the goods of one producer from those of another the earliest sign of branding in Europe were the medieval guilds’ requirement that craftspeople put trademarks on their products to protect themselves and their customers against inferior quality. Brands today play a number of important roles that improve consumers’ lives and enhance the financial value of firms. Today in global and advanced marketing era hardly anything goes without branding. The key to branding is that consumers perceive differences among brands in a product category. Indian mobile phone sector is full of branded and non branded products. Many non branded products like China, Taiwan phones have also share substantial share of market. The question behind above discussion is that to brand a product or not? What are the main benefits and role of branding? Thus, it’s decided as a title of study. The problem statement of this study is….
“Role of Branding in Mobile Phone sector”

Objectives of the study
The objectives of the study are divided in to two following parts.
Primary objectives
Secondary objectives
Primary objectives:-
The primary objective of project is to identify role of branding in mobile phone sector.
[i.g. the awareness, perception, attitudes and preferences of consumers (both current and potential) about different mobile phone Brands in western Ahmedabad]
This will help the mobile phone companies to know about their consumers (both current and potential) and help them to serve in a more consumer friendly manner. This will also help them in strategic decision making for marketing.
Secondary objective:-
1. To know about the brand salience for different brands.
2. To know the brand performance for different brands.
3. To know brand resonance for different brands.
4. To know the consumers brand judgments.
5. To know the consumers brand feelings
6. To identify consumers awareness and perception about.
Different mobile brands
Price
Features
7. To identify satisfaction level of the mobile users with current brands.
8. To know about the consumers brand loyalty
9. To know about the consumers preferences towards various brands of mobile phone for their next purchase.
10. To know about the consumers awareness, perception, and preferences for advertisement of various brands.
11. To know about the role and effects of advertisements on..
Consumers buying behavior
Consumers brand knowledge
Consumers perception

Scope of the study
1. The scope of project is limited to consumers and potential consumers only.
2. The ten area of western Ahmedabad taken under the scope of the study are mentioned below.
Navarangpura
Vastrapur
Vejalpur
Ghatlodia
Sola
Jodhpur
Memnagar
Naranpura
Satellite
Ambavadi
3. The unit of sample for survey of consumers and potential consumers will be youngsters as well as old aged people. (age between 15th to 45th years).
4. Scope of the study is limited to brands only and not included any mobile phone and cellular operators.
5. The total sample size (for consumers and potential consumers) was 200.
6. Awareness, attitudes, perception and preferences of the consumer were known for following major factor.
Different mobile brands
Features
Performance
7. The scope of the project also include an advertisement sector which play a great role in altering consumers awareness, perception, attitude and preferences towards various brands and finally affect the consumers buying decisions.
8. In order to complete the circle of analysis of primary data has also gathered from the potential consumers here, the phrase potential consumer indicate that category of people who are aware of the brand but do not avail them due to certain reasons. These data will help to know those reasons which prevent some people from availing the brands. Suggestion based on these data may be help full for companies to convert the potential consumer into actual consumers.

Research methodology
Marketing research is the systematic design, collection, analysis and reporting of the data and finding relevant to specific marketing situation face by marketers.
Research design
A Research design is concerned with turning a research question into a testing project. The best design depends on the research questions. Every design has its positive and negative sides. The research design has been considered a “blueprint” for research, dealing with at least four problems. What questions to study, what data are relevant, what data to collect, and how to analyze the results.
Descriptive research design is used in the study.
Place:- Ahmedabad
Research Approach survey research is the approach best suited for the collection of the descriptive information a research group that want to know about people knowledge, attitude, preference or buying behavior can often find out the primary data buy asking relevant question to the concerned individual directly
For the propose of the project is survey research approach is used.
Contact method: The contact method use in this study is personal interviewing of the respondent.
Research instrument:-
Primary data was collected with use of the question as research tool.

Sampling design
Convenient sampling method
Sample size is 200
Data collection
Primary data collection through questioner.
Secondary data through website, internet, books, etc.

Limitation
The scope the project is the only limited to 10 area of Ahmedabad.
Sample size is 200
There is limitation of resources used in this study so it is not possible to depth of it.