A COMPREHENSIVE PROJECT ON A STUDY OF FACTORS AFFECTING 3G TECHNOLOGY ADOPTATION

Submitted By: Ronak Parikh(67)

Project Guide: Prof.Parnika Jha

Project Coordinator : Prof.Sandhya Harkavat Submitted to

S. K. PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES Gandhinagar, India Apr-May 2013

3 G-INTRODUCTIONS
As we can say 3G stands for Third Generation. It is technology for advanced communication. It gives high clarity, real time streaming & high speed internet access anywhere. 3G is next step in wireless communication and have improvement over current 2G technology. Speed, accuracy & security are the key objects behind this technology.

Approximately 20% of the world population has access to the Internet. India currently has ~550 million telecom subscribers. According to Business Monitor International, India is currently adding 8-10 million mobile subscribers every month.

3G SERVICES
Video Calls High Speed Internet Video On Demand On line Gaming

TECHNOLOGY ACCEPTANCE MODEL (TAM)

External variables Perceived usefulness Perceived ease of use Behavioural intention Actual system use

Research Methodology
RESEARCH DESIGN Descriptive research designs were used. SOURCES OF DATA Primary data is collected through Survey. Industry publications, Business Articles, Internet Surfing, Published Journals

 DATA COLLECTION INSTRUMENTS Questionnaire POPULATION Ahmedabad SAMPLING UNIT Post graduate students at collages. Visitor at customer care stores such as Vodafone store, Idea care, Airtel store etc. SAMPLE SIZE 198 SAMPLING METHOD CONVINIENCE SAMPLING RANDOM SAMPLING

TABLE.2

1.Gender : Male/Female
GENDER OF RESPONDENT Frequency Valid MALE FEMALE Total 119 79 198 Percent 60.1 39.9 100.0 Valid Percent 60.1 39.9 100.0 Cumulative Percent 60.1 100.0

INTERPRETATION We have Surveyed 198 Persons. From the table and graphical presentation we can know that 60.1O% of respondents is male and remaining is female.

2.Age :18-25/25-50 Years

AGE OF RESPONDENT Frequency Valid 18-25 25- 40 Total 154 44 198 Percent 77.8 22.2 100.0 Valid Percent 77.8 22.2 100.0 Cumulative Percent 77.8 100.0

INTERPRETATION From the table and graphical presentation we can know that 77.8% of respondents are from age category of 18-25 year, 22.2% are from 2540 years

3.Mobile Handsets are Using Currently

I-Phone, Samsung, Nokia, Blackberry, HTC, Mircromax Other

MEAN N Valid Missing Mean Percentiles 25 50 75 198 0 3.12 2.00 2.50 3.00 Valid I-PHONE SAMSUN G NOKIA BLACKBA RRY HTC MICROMA X OTHER Total RESPONDENT'S HANDSET Freque ncy 10 89 57 4 8 7 23 198 Percent 5.1 44.9 28.8 2.0 4.0 3.5 11.6 100.0 Valid Percent 5.1 44.9 28.8 2.0 4.0 3.5 11.6 100.0 Cumulative Percent 5.1 50.0 78.8 80.8 84.8 88.4 100.0

INTERPRETATION Our study includes all mobile handsets companies so full fledge result can be received. In our study 44.9% respondents are using Samsung handset, 28.8% respondents are using Nokia handsets and rest of 26.3% respondents are using I-Phone, Blackberry, HTC, Micromax, Sony, Reliance Handsets.

4.Your Currently Service Provider

Vodafone Airtel Idea Docomo Others

SERVICE PROVIDER OF RESPONDENTS Frequency Valid VODAFONE AIRTEL IDEA DOCOMO OTHER Total 64 36 14 25 59 198 Percent 32.3 18.2 7.1 12.6 29.8 100.0 Valid Percent 32.3 18.2 7.1 12.6 29.8 100.0 Cumulative Percent 32.3 50.5 57.6 70.2 100.0

INTERPRETATION From the above table and graphical presentation we can know that 32.32% of respondents are Vodafone Users,18.18% of Respondents are Airtel Users,12.63% of respondents are DOCOMO Users,7.07% of Respondents are IDEA and rest 29.80% of Respondents having other Service Providers which includes Reliance, BSNL, Uninor ,Aircel, MTS etc

5.Type of Connection : Prepaid/Postpaid

RESPONDENT CONNECTION TYPE Cu mu lati ve Per ce Valid Percent nt 77.3 77. 3 22.7 100 .0 100.0

Frequency Valid PRIPAID POSTPAID Total 153 45 198

Percent 77.3 22.7 100.0

INTERPRETATION From the table and graphical presentation we can know that 77.27% respondents are Prepaid Users and 22.73% respondents are Postpaid Users.

6.Monthly Expenditure on Mobile

<200 200-400 400-700 700-1000 >1000

MONTHLY EXPNDITURE OF RESPONDENT Frequen cy Valid <200 200-400 400-700 41 74 51 Percent 20.7 37.4 25.8 Valid Percent 20.7 37.4 25.8 Cumulative Percent 20.7 58.1 83.8

700-1000
>1000 Total

19
13 198

9.6
6.6 100.0

9.6
6.6 100.0

93.4
100.0

INTERPRETATION From the above table and graphical presentation we can know that 37.4% of respondents having Rs.200-400 Monthly Expenditure,25.8% having Rs. 400-700 Monthly Expenditure,21.7% of respondents have less than Rs.200 Monthly Expenditure, 9.6% of respondents have Rs. 700-1000 Monthly Expenditure and 6.6% of Respondents have More than Rs 1000 Monthly Expenditure on Mobile.

7.More Usage Of
Local STD ISD Roaming Sms Service Internet(GPRS)

$MOREUSE Frequencies Responses N RESPONDENT'S MORE USAGEa RESPONDENT'S MORE USAGE OF LOCAL CALL RESPONDENT'S MORE USAGE OF STD CALL 155 36 Percent 40.1% 9.3% Percent of Cases 78.3% 18.2%

RESPONDENT'S MORE USAGE OF ISD CALL

RESPONDENT'S MORE USAGE OF ROAMING CALL

8
9

2.1%
2.3%

4.0%
4.5%

RESPONDENT'S MORE USAGE OF SMS SERVICE

RESPONDENT'S MORE USAGE OF INTERNET(GPRS) Total

65

16.8%

32.8%

114

29.5%

57.6%

387

100.0%

195.5%

INTERPRETATION According to Our Study, 40.1% of respondents having More Usage of Local Calls, 29.5% of respondents having More Usage of Internet Service (GPRS), 16.8% of respondents have More Usage of SMS Service, 9.3% Respondents have More Usage of STD Calls, 2.3% of respondents have More Usage of Roaming Calls and 2.1% of Respondents have More Usage of ISD Calls.

8.Are you aware of 3G Services Yes No Somewhat

MEAN,MEDIAN AND MODE N Mean Median Mode Percentile 25 s 50 75 Valid Missing 198 0 1.05 1.00 1 1.00 1.00 1.00

RESPONDENT AWARE OF 3G SERVICE Frequency Valid YES NO SOMEWHAT Total 189 8 1 198 Percent 95.5 4.0 .5 100.0 Valid Percent 95.5 4.0 .5 100.0 Cumulative Percent 95.5 99.5 100.0

INTERPRETATION From the above table and graphical presentation we can know that 95.5% of respondents are aware of 3G Mobile Service and Only 4.5% of Respondents are not aware of 3G Mobile Service

9.Are you currently user of 3G Mobile Service?

Yes No, Planning in Future.
No

CURRENT USERS OF 3G Frequency Valid YES NO,PLANING IN FUTURE NO Total 64 124 10 198 Percent 32.3 62.6 5.1 100.0 Valid Percent 32.3 62.6 5.1 100.0 Cumulative Percent 32.3 94.9 100.0

INTERPRETATION From the above table and graphical presentation we can know that 32.3% of respondents are currently using 3G Mobile Service and 62.6% of respondents are planning to use 3G Mobile Service in Future and Only 5% of respondents are not going to use 3G Mobile Service in future.

10.Rate Following 3G Service According to Preferences

High Speed Internet Least Important Important Most Important
HIGH SPEED SERVICE ACCORDING TO RESPONDENT PREFERENCES Freque ncy Valid LEAST IMPORTANT IMPORTANT MOST IMPORTANT Total 9 54 135 198 Cumulative Percent 4.5 31.8 100.0

Percent 4.5 27.3 68.2 100.0

Valid Percent 4.5 27.3 68.2 100.0

INTERPRETATION From the above table and graphical presentation we can know that 68.2% of the respondents are giving high preference to High Speed Internet, 27.3% are giving somewhat importance to High Speed Internet and 4.5% are giving least preference to High Speed Internet

Video Least Important Important Most Important

VIDEO SERVICE ACCORDING TO RESPONDENT PREFERENCES Freque ncy

Valid

Percent 17.2

Valid Percent 17.2

Cumulative Percent 17.2

LEAST IMPORTANT

34

IMPORTANT
MOST IMPORTANT Total

116
48 198

58.6
24.2 100.0

58.6
24.2 100.0

75.8
100.0

INTERPRETATION From the above table and graphical presentation we can know that 28.2% of the respondents are giving high preference to Video Service, 58.6% are giving somewhat importance to Video Service and 17.2% are giving least preference to Video Service.

Live TV Most Important Important Least Important

LIVE TV ACCORDING TO RESPONDENT PREFERENCES Frequenc y Valid LEAST IMPORTANT IMPORTANT MOST IMPORTANT Total 77 81 40 198

Percent
38.9 40.9 20.2 100.0

Valid Percent
38.9 40.9 20.2 100.0

Cumulative Percent 38.9 79.8 100.0

INTERPRETATION From the above table and graphical presentation we can know that 20.2% of the respondents are giving high preference to Live TV, 40.9% are giving somewhat importance to Live TV and 38.9% are giving least preference to Live TV

Online Gaming Most Important Important Least Important

ONLINE GAMING ACCORDING TO RESPONDENT PREFERENCES

Frequency
Valid

Percent 54.5 27.3 18.2 100.0

Valid Percent 54.5 27.3 18.2 100.0

Cumulative Percent 54.5 81.8 100.0

LEAST IMPORTANT IMPORTANT MOST IMPORTANT Total

108 54 36 198

INTERPRETATION From the above table and graphical presentation we can know that 18.2% of the respondents are giving high preference to Online Gaming, 27.3% are giving somewhat importance to Online Gaming and 54.5% are giving least preference to Online Gaming

Video, movies and Songs Downloading Most Important Important Least Important

VIDEO,MOVIES AND SONG DOWNLOADING ACCORDING TO RESPONDENT PREFERENCES

Frequency Valid LEAST IMPORTANT IMPORTANT MOST IMPORTANT Total 21 71 106 198

Percent 10.6 35.9 53.5 100.0

Valid Percent 10.6 35.9 53.5 100.0

Cumulative Percent
10.6 46.5 100.0

INTERPRETATION From the above table and graphical presentation we can know that 53.5% of the respondents are giving high preference to Video, Movies and Songs Downloading 35.9% are giving somewhat importance to Video, Movies and Songs Downloading and 10.6% are giving least preference to Video, Movies and Songs Downloading.

GPS for Navigation Purpose Most Important Important Least Important

GPS FOR NEVIGATION PURPOSE ACCORDING TO RESPONDENT PREFERENCES

Frequency Valid LEAST IMPORTANT IMPORTANT MOST IMPORTANT Total 34 105 59 198 Percent 17.2 53.0 29.8 100.0 Valid Percent 17.2 53.0 29.8 100.0 Cumulative Percent 17.2 70.2 100.0

INTERPRETATION From the above table and graphical presentation we can know that 29.8% of the respondents are giving high preference to GPS Service, 53.0% are giving somewhat importance to GPS Service, Movies and Songs Downloading and 17.2% are giving least preference to GPS Service.

11.For what purpose do you want to use 3G multimedia services

Entertainment Communication Daily life information enquiry Business Other
Case Summary Cases Valid N $PURPOSEa 197 Percent 99.5% Missing N 1 Percent .5% N Total Percent 198 100.0%

$PURPOSE Frequencies Responses N $PURPOSEa RESPONDENT'S PURPOSE OF USING 3G MULTIMEDIA SERVICE:ENTERTAINMENT RESPONDENT'S PURPOSE OF USING 3G MULTIMEDIA SERVICE : COMMUNICATION RESPONDENT'S PURPOSE OF USING 3G MULTIMEDIA SERVICE : DAILY ENQUIRY RESPONDENT'S PURPOSE OF USING 3G MULTIMEDIA SERVICE : BUSINESS RESPONDENT'S PURPOSE OF USING 3G MULTIMEDIA SERVICE : OTHER PURPOSE Total 118 Percent 34.2% Percent of Cases 59.9%

103

29.9%

52.3%

72

20.9%

36.5%

47

13.6%

23.9%

1.4%

2.5%

345

100.0%

175.1%

INTERPRETATION According to Our Study, 34.2% of respondents are using 3G Multi Media Service for Entertainment, 29.9% of respondent for Communication, 20.9% of respondent for Daily Enquiry, 13.6% of respondents for Business and Only 1.3% of respondents for Other Purpose.

HYPOTHESIS TESTING
Null Hypothesis H0: Age positively affects the Perceived Usefulness of 3G service. Alternate hypothesis H1: Age negatively affects the Perceived Usefulness of 3G service.
AGE OF RESPONDENT 18-25 Count Pu STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE 16 65 124 142 90 25- 40 Count 1 19 34 44 21

Pearson Chi-Square Tests

AGE OF RESPONDENT Pu Chi-square Df Sig. 8.354 5 .138

INTERPRETATION As Pearson significance value is found to be more than 0.05, null hypothesis does not get rejected. Above cross table shows significance relevance of perceived usefulness with age. Here relationship of perceived usefulness can established with age.

Null Hypothesis H0: Gender and Perceived ease of Use is Independent. Alternate Hypothesis H1: Gender and Perceived ease of Use is not Independent
GENDER OF RESPONDENT MALE
Count

Pearson Chi-Square Tests GENDER OF RESPONDENT Peu Chi-square Df Sig. 27.372 5 .000*

FEMALE
Count

Peu

STRONGLY DISAGREE
DISAGREE NEUTRAL AGREE STRONGLY AGREE

39
90 73 95 39

10
68 65 73 14

INTERPRETATION As Pearson significance value is found to be less than 0.05, null hypothesis gets rejected. Above cross table shows significance relevance of gender with perceived ease of use.

Null Hypothesis H0: Monthly Expenditure negatively affects Users Behavioral intentions to adopt 3G. Alternate hypothesis H1: Monthly Expenditure not negatively affects Users Behavioral intentions to adopt 3G.
Pearson Chi-Square Tests MONTHLY EXPNDITURE OF RESPONDEN T MONTHLY EXPNDITURE OF RESPONDENT <200 Bi STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE 4 5 24 28 16 200400 4 12 33 58 27 400700 1 10 23 44 14 7001000 0 1 0 18 4 >1000 1 2 4 11 6

Count Count Count Count Count

Bi Chi-square
Df Sig.

37.717
20 .010*,a,b

INTERPRETATION As Pearson significance value is found to be greater than 0.05, null hypothesis does not get rejected. Above cross table shows monthly expenditure was found to have a significant negative effect on users behavioral intention to adopt 3G.

Null Hypothesis H0: Actual use of 3G Service is independent of Gender. Alternate Hypothesis H1: Actual use of 3G Service is not independent of Gender.
Pearson Chi-Square Tests GENDER OF RESPONDENT AMONG Chi-square MY Df PEERS,I Sig. AM USUALLY THE FIRST TO TRY NEW TECHNOL OGY 11.299 4 .023* AMONG MY PEERS,I AM USUALLY THE FIRST TO TRY NEW TECHNOLOGY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE GENDER OF RESPONDENT MALE Count 4 15 42 39 16 FEMALE Count 6 21 29 23 3

INTERPRETATION As Pearson significance value is found to be greater than 0.05, null hypothesis does not get rejected. Above cross table shows no significance relevance of gender with actual use of 3G Service.

CONCLUSION
Results showed that respondents intention to use 3G mobile services is determined by their perception on its usefulness and how convenient it is to use and access 3G mobile services functions. The results highlighted the importance of perceived ease of use towards 3G mobile services in terms of how easy or effortless it is to communicate with each other. The result highlighted the perceived ease of use towards 3G mobile Service dependent on Gender.

RECOMMENDATIONS
Telecommunication Companies should try to focus on youngster people having age between 18-25. Results suggest most of people use prepaid connection. For that telecommunication companies need to be focused on that segment. Results suggest most of mobile users have monthly expenditure between Rs.1-400.For that telecommunication companies need to be provided efficient and attractive 3G plans.