MARKETING RESEARCH

A PRESENTATION Digital T.V- An innovation by Airtel

MEMBERS Ashlesha Gokul Pradeep.V ROLL NOS. 08 17

Nitin Nair
Rajni Maurya Shilpa Dash Sibani Sekhar Sahoo

29
38 45 49

INTRODUCTION

Bharti Airtel has launched Airtel digital TV, its direct-to-home (DTH) service in Kolkata and in other key markets in eastern India as part of its 62 city first phase rollout of the service. Airtel digital TV will be available across 3,000 retail outlets, including exclusive Airtel stores.

Source : www.businesstandard.com

RESEARCH PROBLEM
To find out whether the new product will be successful and to find the customers perception.

OBJECTIVES
To find out Customers channel preferences. Factors influencing the choice of the service provider. The key players in the DTH Service market. Customers awareness and perception regarding the new product.

SAMPLE SIZE
60 respondents

DATA COLLECTION
Primary Data: Questionnaires Secondary Data: Internet

GEOGRAPHICAL LOCATIONS
Electronics City Madiwala Jayanagar Madurai.

INITIAL OFFERS
Entry-level packs are priced at Rs 2,499, which includes one-time installation charge and six-month free subscription. Customers can also opt for top-ups that start from Rs 99 for selective channels and go up to Rs 424 per month to avail all channels. Airtels value pack is priced at Rs 99 and will offer three regional channels including Akash Bangla, 24 Ghanta, and NE TV. The economy pack is priced at Rs 199 and will offer nine popular channels from East including three channels which are offered as part of the value pack in addition to ETV Bihar, OTV, ETV Oriya, Zee Bangla, ETV Bangla, and Star Ananda. Airtel will also offer the Bengali radio channel Sonar as part of its World Space bouquet.
Source : www.businesstandard.com

CUSTOMERS CHANNEL PREFERENCES

channels Frequenc y Valid new s,entertainment,s ports entertainment,f ashio n,cartoon f as hion sports,new s devotional cartoons,f ashion all new s entertainment entertainment,f ashion sports Total 22 1 4 5 1 2 11 6 6 1 1 60 Percent 36.7 1.7 6.7 8.3 1.7 3.3 18.3 10.0 10.0 1.7 1.7 100.0 Valid Percent 36.7 1.7 6.7 8.3 1.7 3.3 18.3 10.0 10.0 1.7 1.7 100.0 Cumulativ e Percent 36.7 38.3 45.0 53.3 55.0 58.3 76.7 86.7 96.7 98.3 100.0

OUTPUT FROM MS-EXCEL

50 45 40 35

30
Series1 25 20 15 10 5 0 news sports entertainment devotinal fashion cartoons others Series2 Series3

ATTRIBUTES

ATTRIBUTES (IN PERCENTAGE)

attribute s Frequenc y all 3 adver,more features, c os t 9 w ord of mouth,adver 4 brand image,c os t,more 6 fea w ord of mouth, brand 1 image , more features more features 12 adver 4 cost 4 cost, w ord of mouth 1 brand image 1 more features , adver 1 brand image , adver 1 more features ,brand 1 image, adver Total 48 System 12 60 Percent 5.0 15.0 6.7 10.0 1.7 20.0 6.7 6.7 1.7 1.7 1.7 1.7 1.7 80.0 20.0 100.0 Valid Percent 6.3 18.8 8.3 12.5 2.1 25.0 8.3 8.3 2.1 2.1 2.1 2.1 2.1 100.0 Cumulativ e Percent 6.3 25.0 33.3 45.8 47.9 72.9 81.3 89.6 91.7 93.8 95.8 97.9 100.0

Valid

Mis sing Total

BRANDS POSSESSED BY CUSTOMERS

OUTPUT FROM MS-EXCEL

25

20

15

Series1 10

0 tata sky airtel dish tv big tv sun direct

FREQUENCY ANALYSIS I
BRANDS
FREQUENCY PERCENT

VALID PERCENT
23.4 46.8 6.4 21.3 2.1 100

CUMULATIVE PERCENT
23.4 70.2 76.6 97.9 100

AIRTEL TATA SKY BIG TV DISH TV SUN DIRECT TOTAL MISSING TOTAL

11 22 3 10 1 47 13 60

18.3 36.7 5 16.7 1.7 78.3 21.7 100

PREFERRED BRANDS

FREQUENCY ANALYSIS II
BRANDS
AIRTEL DISH TV TATA SKY

FREQUENCY
3 1 8

PERCENT
5 1.7 13.3

VALID PERCENT
23.1 7.7 61.5

CUMULATIVE PERCENT
23.1 30.8 92.3

SUN DIRECT
TOTAL MISSING TOTAL

1
13 47 60

1.7
21.7 78.3 100

7.7
100

100

AWARENESS

CUSTOMERS PERCEPTION

Frequ ency Valid can be better good best Total System 6 29 8 43 17 60

Percent
10.0 48.3 13.3 71.7 28.3 100.0

Cumulat Valid ive Percent Percent 14.0 67.4 18.6 100.0 14.0 81.4 100.0

Missing Total

CUSTOMERS WILLINGNESS

w illingne ss Frequenc y 18 33 51 9 60 Percent 30.0 55.0 85.0 15.0 100.0 Valid Percent 35.3 64.7 100.0 Cumulativ e Percent 35.3 100.0

Valid

Mis sing Total

yes no Total System

DRAWBACKS : DVR TECHNOLOGY

DVR allows viewers to record programmes in one channel while watching another and play according to convenience

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