Format - 3

AMITY BUSINESS SCHOOL

Dissertation
FORMAT FOR OUTLINE OF PROPOSED RESEARCH WORK

Name of the Student: Vikas Dubey Father’s Name : Mr. Brajesh Kumar Dubey

Programme: MBA (M&S) AUUP Enrollment No. : A0102209092

Contact No. 09654488767 E-Mail id: vikas.dubey@hotmail.com

1. Title of the Research: A study on brand awareness, reach and effectiveness of promotional
campaign of telecom player in India.

2. Rational of proposed investigation: The study will help all the telecom players to
understand the effectiveness of promotional campaign in their sector for making the
strategies by knowing that how many customers are able to get their message and how
much they are aware of. And it will also help the society to understand the particular brand.

3. Review of work already done on the subject

Indian telecommunications today benefits from among the most enlightened regulation in
the region, and arguably in the world. The sector, sometimes considered the “poster-boy for
economic reforms,” has been among the chief beneficiaries of the post-1991 liberalization.
The mobile sector has grown from around 10 million subscribers in 2002 to reach 350 million
by early 2009 registering an average growth of over 90%. The two major reasons that have
fuelled this growth are low tariffs coupled with falling handset prices.

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 that responsiveness 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.

Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of Cellular
Services: A Customer Perspective” analyzed that the increasing competition and changing
taste and preferences of the customer’s all over the world are forcing companies to change
their targeting strategies. The study revealed the customer attitude and their satisfaction
towards the cellular services in Coimbatore city.
 Samuvel, “customer satisfaction for cellular services, a study with a reference to BPL and
Aircel mobile phones and services”, a published M.Phil. dissertation, submitted to
Bharathiar university, Coimbatore, December 2002

Rick (2008): in his study found that companies with sound customer strategies can use that
ultimate loyalty program as a differentiator in an increasingly muddled market. In an
increasingly competitive market, customer loyalty efforts can play a major part in the
attraction of new customers and the retention of current ones. As consumers' choices
expand, the importance of a sound customer relationship strategy becomes more and more
important for the success of the company.

Shikha Ojha (2009) conducted a study on “Consumer Awareness of VAS of Telecom Sector of
India”. She analyzed the contribution of the mobile phone services not only at the national or
state level, but also its involvement in an individual's life. She found out that the less number
of users are aware of all the VAS provided by the service providers and thus the companies
should focus on the awareness campaign.

J D Power(2009) conducted a study on “Customers increasingly want telecom services and

products to be bundled” based on responses collected from 11,911 customers nationwide
and examined the overall customer satisfaction on six factors – customer service, reliability,
billing, image, cost of service, offers & promotions.

Girish Taneja & Neeraj Kaushik (2007) conducted a study on “Customers perception towards
Mobile service providers: An analytical study” aims to deduce the factors that customers
perceive to be the most important while utilizing the services of a mobile service provider.

Anita Seth (2007) in his study on “Quality of service parameters in cellular mobile
communication” developed a model of service quality and a set of dimensions for
comparative evaluation which could provide useful directions to regulators and service
providers.

4. Objective(s)
• To know the impact of various media on different age group people.
• To study the impact and effect of various media in communicating telecom
products and services.
• To know that which kind of media is more effective among customer to
communicate telecom products and services.
• To study the impact of media on buying behavior of telecom customer
• To study the impact of celebrity in ads of telecom products and services

5. Major Hypothesis (s)

H0: Media do not play important role in communicating telecom products and services.

H1: Media plays important role in communicating telecom products and services.

6. Materials and Methods

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. In this research, I will use DESRIPTIVE RESEARCH DESIGN.
SAMPLE DESIGN
Geographical area:- Noida.
Sample size:- I will take 100 as a sample size.
Sample technique:- As far as the sample technique is concerned I will follow
Random sampling method.
 DATA SOURCE:-
• Primary data
• Secondary data
Primary data:-It is the first hand information collected directly from customer. The primary
data are those, which are collected fresh and for the first time. Techniques which I will use
for collecting primary data are following.
Survey method
a) Questionnaire
b) Interview method
Secondary Data: - Sources of secondary data will be collected through
• Internet
• Journals
• Newspaper
• Database available in the library, catalogues and presentations
The data collected from respondents will be processed in following manner.
• Tabulation
• Graphical presentation
• Interpretation
TYPES OF QUESTIONS:
DICHOTOMOUS:
This type of questions have only two type of answer, yes or no. true or false etc.
MULTIPLE CHOICE QUESTIONS:
In the case of multiple choice question the respondents is offered two or more
choices. The researcher exhausts all the possible choices and the respondent has
to indicate which one is applicable in this case.

7. Tentative Chapter wise details of proposed research

Introduction
Literature review
Problem statement
Research methodology
Result and discussions
Suggestions and recommendations
Conclusion

8. References Cited
i. Schiller Jochen “Mobile Communication” Second Edition 2006 TMH, India
ii. Taher Nasreen “Indian Telecom Industry- Trends & Cases” ISBN:81-7881-
421-8, ICFAI University Press
iii. Sisodia Amit & Rao Janardhan “Global Telecommunication – Issues &
Perspectives” ISBN : 978-81-314-1709-6 ,Mar 2009
iv. Alagiri Dhanpat “Telecommunication in India – Emerging Scenario” ISBN: 81-
314-1171-5, ICFAI University Press
v. Mukherjee Arindham “Mobile Service providers – Perspective & Practises”
ISBN: 978-81-314-2126-0264, ICFAI University Press
vi. Chalam G.V “Quality of Services in Telecom Sector: Users’ Perception- An
Assessment”, ICFAI University Journal of Managerial Economics, 2005

MAGAZINE & JOURNAL:
i. Singh Yashvendra “Business India” Telecom Sector-Survey May 2009
pg:109-111

Signature of the candidate with date

Outline Approved

Name and signature of supervisor with date

Comments by reviewer