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G.D.GOENKA WORLD INSTITUTE
CUSTOMER SATISFACTION LEVEL WITH SATELLITE TV
Submitted to: -Dr. Suneel Sharma and Dr. Suneel Arora;GMSI577
Submitted by: Kanishk Kakkar, Akash Narang, Amna, Namit Mishra, Rohit Kumar.
TABLE OF CONTENTS
INTRODUCTION AND RATIONALE OF THE TOPIC LITERATURE REVIEW AND PROBLEM FORMULATION OBJECTIVE AND RESEARCH METHODOLOGY ANALYSIS AND INTERPRETATION OF DATA CONCLUSION/FINDINGS/ RECOMMENDATION APPENDIX
3-4 4-8 9-10 11-14 15 16-27 28-32 33
QUESTIONNAIRE REFRENCES & BIBLIOGRAPHY
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Introduction: ³Customer satisfaction level with satellite TV´, has emerged as one of the most researched topic in recent times, at least for Indian market. The reason counted for this may be its rising contribution in the Indian economy, which has witnessed growth of 17% in the previous financial year, and expected to rise at 22% annually in coming years (Indian Business, 2010). The size of the satellite TV market has been growing and reached estimated figure of Rs 513 billion, proving it to be one of the fastest growing sectors, capturing attention of vast consumer group. Few key drivers can be noted for the development of this sector, which are as follows: y y y y Advancement in technology. Implementation of CAS in some areas of, metropolitan cities. Quality of service as compared to previous supplier. Option to choose channels.
Still there are some factors & issues in the satellite TV which are still to be looked upon or taken up by the company, so company also undertake survey or research through various mediums like customer feedback, which plays effective role in improving quality of the services. Still the cable TV network prevails in most of the Indian market, but the scenario to this is changing rapidly and dynamically. With the involvement of government making strong and tough regulation in providing services to the customer has proved boon to the companies operating. Currently Indian market has been dominated by very few satellite TV players such as TATA SKY, DISH TV, AIRTEL, SUN TV, VIDEOCON D2H. Having a look at the Indian market size and number of players it gives an opportunity to enter in to the market taking customer satisfaction in to the key concern of the market. Thus, as a group we decided to proceed on the topic so that true potential can be harnessed out of the situation. As the chosen topic itself is a vast one, so for simplicity of the research we formulated it as ³Satellite TV: scope and benefits´.
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Rationale of the topic: Since India has great and big market. He published his report on 19th September 2008 and was influenced by the upcoming trends in Indian broadcasting. press trust of india. 4|P a ge . Apr 20. To some extent his research was in response to the report from Aseambankers research report. inter firm rivalry and the threat from new entrants. The research we found is ³DTH Industry in India´. Siva Umapathy analyzed the challenges and growth of the current DTH market in India. Can help to eradicate problems concerning satellite TV. Expansionary project can be taken up to the rural market. The other problems for this industry are the non-availability of the transponders. 2007. Following are some of the points which show the rationality or basis of choosing it as our topic: y y y y y Size of the Indian market gives an opportunity to develop a business plan. it gives an opportunity to everyone to harness value and profit. But. Customers are like guides to develop in right direction. The author first glanced at the Indian Entertainment and Media industry which is estimated at Rs. bargaining power of the suppliers. He extensively presented the evidences through the history by comparing local cable operators with the emerging multi systems operators. it requires effective and efficient survey so that direction towards fulfillment of the goal goes in right direction. 450 billion. Literature review: -. the author Mr. which predicts India to be the most profitable pay-market by 2015. week financials and glitches in the quality of service. He used the Porter¶s five model theory for the analysis and identifies various challenges such as threat from the substitutes. Can be helpful in taking up new innovative projects. The author¶s standpoint in the case of consumers is to offer the DTH services at right price with a conscious value. bargaining power of the buyers.
The conclusion is pretty relevant to the methodology which is used because companies in an industry have to differentiate only on the basis of the service and the cost levels offered to the consumers. the paper tries to analyze the growth of this new media in Asia. Pricing strategy by the companies. 5|P a ge .Strengths of the research: y y y Porter¶s five model for analysis. The recommendations as suggested were really been made after great effort as to use a friendlier approach instead of intense policies. ³Satellite Television and the Future of Broadcast Television in the Asia Pacific´. He should have also focus on the customer needs and wants from the DTH industry. The author has also examined the various advertisement expanse trends at that time in respect of broadcast television. Weakness of the research: y y Took study on company point of view. I think this kind of methodology would definitely help us in making our own report on ³level of consumer satisfaction for satellite TV´. The author establishes the fact that amount of television expanse expenditures registered growth with the growth of television. We also found a related study which has been written by Georgette Wang in the year 1993. Identification of problems & challenges. with a focus on satellite television. also subsidization. The main finding of the study is the growth of satellite TV and its penetration in Asian countries. The strengths of the research by Siva Umapathy are that he clearly executed the current challenges as well as defined the relevant recommendations but the only weakness is that he didn¶t able to relate and analyze the customer satisfaction part. value added services and better quality of services. Unable to analyze through customer point of view. which can help the industry to climb the terrain easily. The audiences tend to favour programs from the same cultural background.
pioneer in this Industry. This methodology will not work for our research as we have to collect the data primarily from satellite TV consumers. The strength of the study is that it has analyzes the broadcasting medium very well on the basis of external and internal factors in the perspective of south east Asian countries like china. The conclusion is somewhat justified but it did not provide the complete conclusion. it suggests high reach of satellite TVs because it can reach a single market effectively. Taiwan and Singapore. The authors are trying to hit at the benefits of the cable TV/ satellite TV which can be used as the efficient tool to improve the women condition in India. Cable TV networks are ideal for local promotions. it was published by NATIONAL BUREAU OF ECONOMIC RESEARCH. They tried to present the research in two manner one was 6|P a ge . Weakness of the research: y y It was more based on qualitative data. Lack of counter arguments. It could have been improved more by providing the counter arguments. Most of the data was collected by courtesy of star TV. Data collected by Star TV network. the study is aimed at the growth of satellite TV and identifies the star TV as a significant leader of the revolution on the basis of this data which might be incorrect. The research could have been better if it would have been analyzed with more data rather than the facts. Benefits over local TV.The other key finding is about the reach of satellite TVs over the local cable TV networks. Strengths of the research: y y y It focuses on growth of satellite TV. The research uses the data collected by various agencies which conduct surveys and interviews to collect the data. ³The Power of TV: Cable Television and the Status of Women in India´ was a research carried by Robert Jensen and Emily Oster in August 2007. The assumptions made in the case study are relevant and well connected to study as the author also suggested that the satellite TV is growing at an increasing rate and will be a great tool of advertisement in the broadcasting medium due to its high reach and growing penetration.
Yes. It would be great if the research identifies the potential areas and possibilities to create a web of satellite TV¶s. The data were collected through different rural parts of India. as we are also trying to get our data through individual households. The calculation based study was straight forward in nature which based on regression to find individual attitudes towards the topic. the methodology adopted in the above research is significantly relevant with our topic. availability or access. help in increasing women status and reporting less cases of domestic violence. the sets of data were consisting of Gender. Bihar. as the question measure the status of women and impact of cable or satellite TV on their status. The key findings of the research would help in generating awareness among the society. Graphical representation of data. Weakness associated with the research: y y Gives the average result. and national capital Delhi. The conclusion derived from the research is absolutely perfect. The data were mainly collected through villages on the basis of cable TV availability. linkage of TV to fertility. and the conclusion given here shows how it can?/ possibilities which are there. Current development of Indian politics is on women. Haryana. Tamil Nadu. and education. Doesn¶t hit on the ways to reach out left out population (in term of cable connection) The research focuses on the electronic media on one side and the women empowerment on the other. The references show that the authors have made efforts to get data from renowned authors as well as Indian and foreigners and its getting publishing in the NBER is itself a quality benchmark for a research. And the rural area is also important for us as there is lot of potential which can be harnessed for the benefit of society and self. 7|P a ge .empowerment. such as Goa. Strengths of the research: y y y y Using a three-year. individual-level panel data set Hitting at the issue of women.qualitative and other was quantitative as they have used data and empirical study method to focus the importance of TV on society.
Now after analysing all the researches and exploring and brainstorming our ideas we formulated our research question. we found that the topic given to us is too wide and we planned to undertake our research in the areas of Delhi and the adjoining rural areas of the National Capital Region (NCR). The research was related to the power of cable television and the status of women in India. Taiwan and Singapore etc. Thus it helps us in creating our clear objective that is ³To determine the scope and benefits for Satellite TV in urban and semi-urban areas´. The other research describes the differences among the traditional cable TV operators and the broadcasters in the south east-Asian countries like China. Keeping in mind various issues and the growing trend of Satellite TV we amended our topic to the ³Satellite TV: Scope and its Benefits´. at the first we found that one author has researched on the DTH Industry in India as a whole and defined the problems and prospects for the companies to enter into the market and talked about providing the best facilities to the customer. it highlights the benefits that can be retrieved through the Satellite TV and defines the potential areas and possibilities for further reach to the masses.Formulation of the research problem After doing the preliminary study and researches taken on the topic. This research has helped us in formulating our problem and tells us the areas where companies can improve and defines the scope for the further growth. In the later research we found out a relation between the broadcasting television programs and the benefits to the weaker section of the society in India. here we could not relate the topic as it provides more of the qualitative data and talked more about the expanse expenditures.. We studied a lot of past researches and reviewed a lot of literatures. 8|P a ge . which is ³How does satellite TV providers reach to the maximum market and in what ways the consumers get benefitted from their offerings´.
Sources of Data Collection: y Primary data: . 9|P a ge . and plan requires assembly of both primary and secondary data. Research methodology: To make the research popular and successful. so that our research can aim on both the aspects of market i.e. To suggest measures to provide more satisfaction to existing customers and to attract new customers. 4. 6. y Secondary data: .It was done through web sites of different companies providing services. The design adopted to carry out the research is generally analytical in nature. an effective design to carry out the research is necessary. company and customer. 5. To identify the expectations and needs of the Customers about Satellite TV 2. The questionnaire formed was in two languages Hindi. The other specific objectives of the study are: 1. The respondents were contacted personally. or telephonic interview was taken. To collect opinion about the existing Service providers. taking women status in concern. 3.It was collected through questionnaires and interviews of the both present and potential customers. To know the way of cost effectiveness and reaching of satellite TV in rural area. To determine the quality of after sales service of different service providers. To know in what manner satellite TV can benefits its consumer. 7. whichever way it was possible. It was helpful in getting idea of new techniques used by companies to reach out extreme corner of the country. and English to serve both rural and urban area.Objectives: The primary objective of the study is to find out customer satisfaction level and thus deriving further scope of the Satellite TV in India. To know about different attributes that drives people to go for a satellite TV.
as we were able to collect only 16 questionnaires out of 20. and for rural part we used few villages near by sohna like Atta. If. and questionnaire was used as the instrument for collecting data. as our variable consist of both nominal and independent values. Sampling Frame: For the urban part we used Punjabi bagh as the preferable frame. we used stratified sampling method and the size we kept was 40. Satisfaction from his provider. Reason of shiftiness towards satellite TV. Sampling unit: The unit used for research is television viewers in both urban and rural area. yes then name of the provider. Sampling Plan & instrument: It includes sampling unit and size used in the research procedure. 10 | P a g e . Harinagar and some villages from Bihar. But due to some problems in collecting data from urban part we made it to 36. How is the after sales service? Cost of instillation Monthly expense (Recharge) Channels which he enjoys watching. Sampling Size: To make our research simple and acceptable to others. Tools for Analysis and Interpretation of Data: We decided to analyze collected data with the help of SPSS 17. dividing equally in urban and rural area.Variables used in the study: In the research while analyzing it we took followings factors as variables to the topic: y y y y y y y y y Is the person having connection? If. not Reason. and method used under that is multiple discriminant analysis (MDA).
The table 3 in appendix supports the use of the dependent variables as the intercorrelations between them is low.052 .477 .099 . 11 | P a g e .821 .020 .817 .941 df1 1 1 1 1 1 df2 29 29 29 29 29 Sig.000 .ANALYSIS AND INTERPRETATION: As the numbers of respondents in our research are 36 which is not that big a number to carry out research so the data is a bit distorted because these 36 have also been spread over 2 different categories.340 The Test of Equality table provides statistical evidence of differences between mean of the different groups (rural and urban) with after sales satisfaction giving the highest value of F in comparison to the other variables. Moreover.977 .826 .413 . the more important is the independent variable to the indiscriminant function.969 F 6.998 . Out of the 31 successful respondents surveyed 9 of the respondents are not satisfied with the service of satellite tv connection (PLEASE REFER APPENDIX TABLE 2) Tests of Equality of Group Means Wilks' Lambda gender DTH reason installation place . Though the difference in the mean of the dependent variables is not that high still we will carry on with our research to come out to a good solution to our problem. .690 31. The smaller the Wilk¶s Lambda. 5 of our respondents did not have access to satellite TV (PLEASE REFER TABLE 1).
First 1 canonical discriminant functions were used in the analysis.427 -3. For this assumption to hold.795 a. This test should not be significant so that the null hypotheses that do not differ can be retained. In this case the log determinants are similar and Box¶s M is 32.757 -5.0 100. 12 | P a g e . When tested by Box¶s M.616 which is significant.723a 100.Analysis 1 Box's Test of Equality of Covariance Matrices Log Determinants Log Determinant 5 5 5 -4. Eigenvalues Functi on Eigenvalue % of Variance Cumulative % 1 1. the log determinants should be equal.0 Canonical Correlation . we are looking for a nonsignificant M to show similarity and lack of significant differences. In DA the basic assumption is that the variance-co-variance matrices are equivalent.814 with F = 1.810 satisfied yes no Pooled withingroups Rank The ranks and natural logarithms of determinants printed are those of the group covariance matrices. The null hypothesis tests the Box¶s M that the covariance matrices do not differ between groups formed by the dependent.
whether a respondent is satisfied or not.795 which suggests that 63.e. The sign indicates the direction of the relationship. It provides an index of the importance of each predictor like the standardized regression coefficients (betas) did in multiple regression. The maximum number of discriminate functions produced is the number of groups minus 1. i.e. The canonical correlation is the multiple correlation between the predictors and the discriminate function. The interpretation of the discriminant coefficients is like that in multiple regressions. the proportion of variance explained.Summary of Canonical Discriminant Functions The Eigen value provides information on each of the discriminate functions produced. satisfied and not satisfied.7% unexplained. As we used only 2 groups here namely. These variables with large coefficients stand out as those that strongly predict allocation to the satisfaction or not satisfied group (PLEASE REFER TABLE 5 IN APPENDIX). . i. In the above table the canonical correlation is . 13 | P a g e .367 Chi-square 26. it is the converse of the squared canonical correlation.e.000) and provides the proportion of total variability not explained. So we have 36.20% of the variation in the grouping variable.000 Wilks¶ lambda indicates the significance of the discriminant function. This table indicates a highly significant function (p < . With only one prevailing function it provides an index of overall model fit which is interpreted as R2 i. only 1 function is displayed. Reason score was the strongest predictor while Gender and DTH were next in importance as predictors. Wilks' Lambda Test of Functi on(s) 1 Wilks' Lambda .544 df 5 Sig.
In our analysis 71% of the respondents are satisfied and 29 % are not satisfied (FOR TEST PLEASE REFER TO TABLE 8). In our example.2% of respondents were classified correctly into µsatisfied¶ or µnon-satisfied¶ groups. These group means are called centroids.The structure matrix table shows the correlations of each variable with each discriminate function (PLEASE REFER TABLE 6). Cases with scores near to a centroid are predicted as belonging to that group. This cross validation produces a more reliable function.5%) than non-satisfied (66.7%) [FOR TEST PLEASE REFER TO TABLE 10] 14 | P a g e . Satisfied were classified with better accuracy (95.812 1.812 while satisfied respondents produce a mean of 1. The classification results reveal that 92. This process is repeated with each case left out in turn.985 Unstandardized canonical discriminant functions evaluated at group means We have tried to describe each group in terms of its profile. The cross validation successively classifies all cases but one to develop a discriminant function and then categorizes the case that was left out. using the group means of the predictor variables. non-satisfied have a mean of -. These are displayed in the Group Centroids table.985. Functions at Group Centroids Function satisfi ed yes no 1 -. The argument behind it is that one should not use the case you are trying to predict as part of the categorization process.
y y We found that cost related to channels and installations were high. they can add some tips on farming so that it helps in educating them. but some R & D work is required. we as a group came to conclude on following factors and recommendations. 15 | P a g e .Conclusion: With the help of research undergone and above analysis. and popularizing it in rural area. At last we would like to conclude with the fact that companies have the opportunity but they need to harness that with new and cost effective techniques. as we made Hindi questionnaire for rural area. so that it can attract more customers to their network. After sales issue was concern for many customers and reason for their dissatisfaction. India is a big market and has great potential for new companies. But. Interactive services are very popular among the viewers. which are as follows: y y Research should cater both aspects i. Thus. customer & company. y y y Can be used as great tool to boost up women status & empowerment mission. and even rural households are also ready to go with the service.e. companies need to look at the cost issue. There is still plenty of market left to be captured. Questionnaire should be formulated in simple way so that it can analyzed properly. y Most of the customers are satisfied with the services which they are getting. but company need to look upon the issues which are making dissatisfied. For rural India. as a group we analyzed that.
APPENDIX: y PIE CHART SHOWING PROVIDERS: - PROVIDERS no connection 14% tata sky 22% any other 22% dish tv 39% big tv 3% (FIG 1) y CONNECTION: - CONNECTION NO 17% YES 83% (FIG 2) 16 | P a g e .
0 0 .9 100.9 0 .Analysis And Interpretation: Analysis Case Processing Summary Unweighted Cases Valid Excluded Missing or out-of-range group codes At least one missing discriminating variable Both missing or out-ofrange group codes and at least one missing discriminating variable Total Total (TABLE 1) N 31 5 Percent 86.0 17 | P a g e .1 13.0 5 36 13.
7778 1.93441 .000 31.000 9.7778 2.1818 2.13118 1.000 18 | P a g e .66450 .000 22.000 22.4091 1.83333 1.01812 .3548 2.8636 1.23603 .77432 .50324 .000 9.000 9.09702 .000 31.3548 Std.44096 .2222 1.5556 1. Deviation Unweighted Weighted .000 22.6667 2.6452 2.000 31.48637 1.42893 1.50000 1.000 31.8387 1.2273 2.000 9.000 22.000 31.Group Statistics Valid N (listwise) satisfied yes gender DTH reason installation place no gender DTH reason installation place Total gender DTH reason installation place Mean 1.2903 .1818 .30171 .48637 (TABLE 2) 22 22 22 22 22 9 9 9 9 9 31 31 31 31 31 22.000 9.
016 (TABLE 3) reason -.060 .Pooled Within-Groups Matrices gender Correlation gender DTH reason installation place 1.062 -.000 .000 -. 19 | P a g e .322 -.051 -.060 DTH .063 Tests null hypothesis of equal population covariance matrices. (TABLE 4) 32.179 installation -.021 .000 -.062 -.616 15 963.016 .281 .000 .021 . df1 df2 Sig.814 1.000 Test Results Box's M F Approx.322 .005 .005 1.179 -.051 1.099 1.281 1.099 Place -.591 .
390 .Standardized Canonical Discriminant Function Coefficients Function 1 gender DTH reason installation place (TABLE 5) .798 .349 -.032 20 | P a g e .376 .979 .137 .051 -.290 Structure Matrix Function 1 reason gender place DTH installation .118 -.
.118 -.032 21 | P a g e .798 .349 -.Structure Matrix Function 1 reason gender place DTH installation (TABLE 6) Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions Variables ordered by absolute size of correlation within function.137 .
331 1.054 -.369 .Canonical Discriminant Function Coefficients Function 1 gender DTH reason installation place (Constant) (TABLE 7) Unstandardized coefficients Classification Statistics .162 Classification Processing Summary Processed Excluded Missing or out-of-range group codes At least one missing discriminating variable Used in Output (TABLE 8) 36 0 0 36 22 | P a g e .867 .596 -2.
000 31.710 .000 (TABLE 9) Unweighted Weighted 22 9 31 22.000 9.000 Separate-Groups Graphs: - 23 | P a g e .Prior Probabilities for Groups Cases Used in Analysis satisfi ed yes no Total Prior .290 1.
(GRAPH 1) (GRAPH 2) 24 | P a g e .
(GRAPH 3) 25 | P a g e .
In cross validation.7 Total 22 9 5 100.Classification Resultsb.3 no 1 8 0 4.9 .0 100.0 100.5 33.0 21 3 95.5 11.0 26 | P a g e . Cross validation is done only for those cases in the analysis.0 22 9 100.5 88.1 100.c Predicted Group Membership satisfied Original Count yes no Ungrouped cases % yes no Ungrouped cases Cross-validateda Count yes no % yes no (TABLE 10) a. yes 21 1 5 95. b. 93. each case is classified by the functions derived from all cases other than that case.5 66.5% of original grouped cases correctly classified.0 1 6 4.0 100.
0 100. Cross validation is done only for those cases in the analysis.5 11.3 no 1 8 0 4.7 Total 22 9 5 100.0 21 3 95.0 100. yes 21 1 5 95.0 1 6 4. c.c Predicted Group Membership satisfied Original Count yes no Ungrouped cases % yes no Ungrouped cases Cross-validateda Count yes no % yes no (TABLE 10) a.0 100.0 22 9 100.5 33. 87.9 .1% of cross-validated grouped cases correctly classified. In cross validation.5 66.Classification Resultsb.1 100.0 27 | P a g e .5 88. each case is classified by the functions derived from all cases other than that case.
3. If your answer to question 1 is YES. 4. please specify «««««««««««««. What made you switch over to Satellite TV? a) Clarity b) Availability of Interactive channels c) Better service pack and after sales services d) Low cost e) Any other. please specify «««««««««««««. which DTH service do you use? a) Tata Sky b) Dish TV c) Big TV d) Any other. Do you have a Satellite TV connection? a) Yes b) No 2. Are you satisfied with your existing service provider? a) Yes b) No 28 | P a g e .ENGLISH QUESTIONNAIRE: Name: Sex: Age: Contact no: E-mail: 1.
d) Any other. c) No new information or updates being provided by the DTH service provider. please specify ««««««««««««. d) Any other. What type of channels do you prefer watching? a) News b) Sports 29 | P a g e . Are you satisfied with the after sales service of your DTH service provider? a) Yes b) No 7. what are the reasons for your non-satisfaction? a) Low signal strength that leads to less clarity b) High cost as compared to other service providers c) Difficult payment facilities. 6. what are the reasons for your non-satisfaction? a) Difficult to get it recharged.5. What are your monthly charges for your premium packs? a) 200-300 b) 300-400 c) 400-500 d) Above 500 10. If your answer to question 4 is No. please specify ««««««««««««« 9.. b) No response or not a positive response on customer helpline. If your answer to question 6 is No. What it costed you for installation and service of your DTH? a) Below 1000 b) 1000-2000 c) 2000-3000 d) Above 3000 8.
. 11..c) Entertainment (Cartoons) d) Any other........................... HINDI QUESTIONNAIRE: - ô ÷À æô TATA SKY DISH TV BIG TV 30 | P a g e ... Any feedback you would like to give for improvement of the service provided................. ««««««««««««««««««««««««««««««««««««««« ««««««««««....... please specify ««««««««««««..................
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ó Ã åÓ ó Ã åÓ ó ë÷Ø÷í Ôî . (2008). Excel Books... R.org/papers/w13305.pdf?new_window=1] [Cited on: .http://www.nber. NATIONAL BUREAU OF ECONOMIC RESEARCH [pdf] [Source: .Google Scholar] [Available at: . Research Methods in Business.Óû ä References and Bibliography: - Jensen Robert. and Vivek N. Oster Emily. THE POWER OF TV: CABLE TELEVISION AND WOMEN'S STATUS IN INDIA. 2007. 1/e. New Delhi 32 | P a g e .10/03/2010] Nandgopal. Rajan Arul K.
[pdf] [Source: . Research Methods for Business Students. Pearson Education.12/03/2010] 33 | P a g e . and Thornhill. (2003). M. 3/e. 2008. Lewis.Saunders.sivasundram.com] [Cited on: .www. A. New Delhi Siva Umapathy.com] [Available at: .www.google. INDUSTRY ANALYSIS-DTH INDUSTRY IN INDIA. P.
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