TELECOM SECOTOR

MARKET RESEARCH
PROPOSAL

1. RESEARCH PROBLEM

In the intense completion of telecom giants in India, youth plays

significant role.

They influenced by the promotion strategies and the tariff plans of

telecom companies. This research will try to examine the young
consumer’s behavior in telecom sector.

2. IMPORTANCE

44 % of 1.2 billion population of India uses mobile services.

Young group of age 10 – 35 forms more than 40 % of the Indian

population.

So this research will help to understand brand loyalty of this

consumer class.

3. SIGNIFICANCE

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 This research is therefore an attempt to understand the effective brand
promotion strategy to promote the brand image in youth segment of
Indian telecom sector.

4. SCOPE AND LIMITATIONS

 GEOGRAPHICAL AREA COVERAGE

The area coverage for this research will be Mumbai ( Maharashtra)

The total sample size N = 500.

 TIME FRAME

The research will be carried out in duration of about 2 months.

5. ASSUMPTIONS

 Online survey is the medium used for research. Respondents

are serious while answering the questionnaire.

6. DEFINITION AND TERMS TO BE USED

Competitive strategy: The adoption of a specific target market

and marketing mix stance in the market place.

Brand: Brand is Promise by producer to user. Specifies offerings of

the product. Helps user to recognize brand.

Marketing: Planning, executing and controlling the conception,

pricing, promotion and distribution of ideas, goods and services in
order to build lasting, mutually profitable exchange relationships
satisfying individual and organisational objectives.

Media: Any paid for communication channel including television,

radio, posters etc..

Primary data: Unpublished data from individuals or organisations

Product: A good or service offered by an organisation which affords

a bundle of benefits both objective (physical) and subjective (image)
to a user.

Promotion: The offer of an inducement to purchase, over and

above the intrinsic value or price of a good service.

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 Search: The collection of relevant information by deliberate
searching either formally or informally.

Secondary data: Published accessible data from a variety of

sources.

7. OBJECTIVES

The main objective of this research is to identify the common factor

that affects young consumer behavior when it comes to brand
promotion of telecom sector

This will help to understand the needs and the problems of the
mobile subscribers.

8. VARIABLES – DEPENDENT & INDEPENDENT

Independent : Telecom Companies

Dependent : age , annual income

9. HYPOTHESIS

H0: Telecom sector Consumer in Mumbai is brand loyal.

10. COLLECTION OF DATA

The data will be collected on basis of a online survey conducted

amongst people of age group 10 to 35.

11. ANALYSIS, INTERPRETATION & CONCLUSION

Inferential statistics will be used to be able to know a population's

brand recognition through a direct interaction with the chosen
population. This is because it is easier to observe a portion or a part
than observe the whole population. Result of the study will be put
in tables and graphs for easy understanding of the findings of the
research.

12. SUMMARY

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 The main aim of this research proposal is to know whether it will be
feasible for Telecom companies to target youth with advertisement
or personal selling strategies for brand recognition and brand
switch.

13. RECOMMENDATIONS

It will be based on observations obtained from examined sample

population.