Homework Title / No.

: 4 Customer perception towards DTH Course Code : GEN702

Course Instructor: _Dr.Babli Dhiman Course Tutor (if applicable) : ____________

Date of Allotment: _ Date of submission: 25-10-2010

Student’s Roll No.RQ3001A04 Section No. : Q3001

Declaration:

I declare that this assignment is my individual work. I have not copied from any other
student’s work or from any other source except where due acknowledgment is made
explicitly in the text, nor has any part been written for me by another person.

Student’s Signature: Dolly Mehta

Evaluator’s comments:
_____________________________________________________________________

Marks obtained: ___________ out of ______________________

Content of Homework should start from this page only:

 Introduction

The story of the Tata Group of business unfolds with the birth of its founder Jamshedji
Tata in the small town of Navasari in Gujarat in 1839. He breathed his last in 1904 in
Germany. His parents were Nuseerwanji and Jeevanbai Tata. Nusserwanji was the first
businessman in a family of Parsi Zorastrian priests. Destiny called him to Bombay where
he started trading. Jamshedji joined him at the tender age of fourteen. He took admission
in Elphinstone College and while still a student he married Hirabai Daboo. Jamshedji
graduated in 1858 and joined his father trading firm. Since the age of twenty-nine
Jamshedji continued to work in his father firm. In 1868 he started a trading company on
his own with a capital of Rs.21, 000/- His first step was to acquire a bankrupt oil mill and
convert it into a cotton mill which he renamed Alexander Mill. Two years later he sold it
with a good margin of profit. With this he set up a cotton mill in Nagpur in 1874.
Amshedji was a unique personality. He did not just think of innovative ways of
manufacturing textiles but he devised new labor practices that would satisfy the workers.
In this way he was far ahead of his times. It was not just his own personal success but
also of those who worked for him and his group amshedji was a unique personality.

About Company

Started in 2004, Tata Sky is an 80:20 JV between the TATA Group and STAR. Tata Sky
offer Indian viewers a world-class television viewing experience through its satellite
television service. The TATA Group is one of India’s largest and most respected business
companies. It includes diversified businesses in sectors such as materials, engineering,
services, energy, information systems & communications, consumer products and
chemicals.
The Group and its enterprises have been dedicated and unique in their loyalty to business
ethics and their commitment to corporate social responsibility. This is a heritage that has
earned the Group the trust of many millions of stakeholders in measure few business
houses anywhere in the world can match. STAR is a leading media and entertainment
company in Asia. Star’s parent company, News Corporation, owns an International group
of DTH businesses that include BSkyB in UK, Sky Italia in Italy and Foxtel in Australia.
Revolutionizing TV Viewing DVD Quality picture and Sound: Enjoy over 160 TV
channels and services in DVD quality picture and CD quality sound. Customer Service:
24x7 help. Support in 11 languages.

About Product

Tata Sky is launched in 2006, so it is in its initial stage and it has only 35% share in the
DTH market. If we compare it with Dish TV then it is far behind in the race and Tata Sky
has to work a lot to attract the customers and it has taken a step in doing the same. They
have launched Tata Sky +, which has unique features like live recording, Live Program
Pause, Live Program Rewind. We hope that it will help Tata Sky a lot to increase its sales
or we can say to convert failure to success. Actually Dish TV has a benefit of first mover.
And we know that it is very difficult to fight with first mover, because it is positioned in
the mind of the customer and if we want to change the consumer’s mind then Tata Sky
should launch new and innovative features which help them to attract customers. Now
they have launched Tata Sky + in which they have many new and Innov.

We have found out the reasons of the failure and success of Tata Sky which are as
follows:

Reasons for its Failure

Bad Customer care

Bad Reception of Some Channels

Less advertisement in initial stage

Less variety of channel packages

Failure of Telecommunication Network

Reasons for its Success

Introduction of new and unique features

Introduction of schemes
Improvement in picture and sound quality

Better customer care service than before

Literature Review

The Third-Person Effect and its Influence on Behavioral Outcomes in a Product

Advertising Context:
The Case of Direct-to-Consumer Prescription Drug Advertising

Jisu et al.explored the third-person effect in the context of direct-to-consumer (DTC)

advertising. A survey of 264 adults examined perceptions of DTC ad effects and their
relationship to support for DTC ad regulation. Results support the third-person-effect
perceptual component. The study revealed that for DTC advertising, the third-person
effect operates in a multidimensional fashion through four factors -Negative DTC Ad
Effects, Learning and Involvement, Patient/Provider Interaction, and Distrust of DTC Ad
Information) and that negative content-based third-person effect were greater than
positive effects. However, the current study showed weak support for the third-person
effect behavioral component. Only perceived self-effect for Distrust of DTC Ad
Information and attitude toward DTC advertising were significant predictors of
regulatory support.

The `Murdochization' of news? The case of Star TV in India:

Thuss (2001) expressed his views on case of star tv .Global wealthy media Rupert
Murdoch has been a key player in the exponential growth of the Indian television market,
attracted by the large and increasingly affluent urban middle classes. The success of his
Star network in India reflects market driven strategies, which include the skillful
localization of content. This article examines the case of Star News as exemplifying the
trend in television news towards infotainment in the context of a more general
‘Murdochization’ of the media in India. It then goes on to analyses its impact on the
quality of public discourse in television news. This, the article argues, has implications
for the role of the media in a developing country where one-third of the population is
illiterate.
The Impact of New Media on Customer Relationships:

Thorsten et al. found that recent years have witnessed the rise of new media channels
such as Face book, You Tube, Google, and Twitter, which enable customers to take a
more active role as market players and reach almost everyone anywhere and anytime.
These new media threaten long established business models and corporate strategies, but
also provide ample opportunities for growth through new adaptive strategies. This paper
introduces a new ‘‘pinball’’ framework of new media’s impact on relationships with
customers and identifies key new media phenomena which companies should take into
account when managing their relationships with customers in the new media universe.
For each phenomenon, we identify challenges for researchers and managers which relate
to (a) the understanding of consumer behavior, (b) the use of new media to successfully
manage customer interactions, and (c) the effective measurement of customers’ activities
and outcomes.

Managing Marketing Channel Multiplicity:

Gerrit et al.empirical research on “Managing Marketing Channel Multiplicity” advances

in information technology and changing customer needs for channel service outputs have
dramatically affected the routes to markets in many industries. The authors propose that
these changes have led to significant alterations in how customers interact with firms and
consequently to a phenomenon that we dub ‘‘channel multiplicity.’’ Channel multiplicity
is characterized by the customer’s reliance on multiple sources of information from
independent channel organizations and increasing demand for a seamless experience
throughout the buying process. The authors identify the new market operating realities
driving channel multiplicity and provide an overview of the consequences for channel
design and channel management: a broadened view of products and services, channel
leadership challenges, alterations in channel structure, and an expanded view of
distribution intensity. The authors also identify issues triggered by these developments,
which calls for further research in this field.

General Attitude of College Students Towards Consequences and Impact of

Television Advertising in Pakistan:
Gerri et al. examined the consequences that television advertising has upon the general
attitude of college students towards television advertising in Pakistan. The data was
collected from the randomly selected 538 college students including both genders. The
respondents in five major cities like Peshawar, Islamabad, Rawalpindi, Quetta and
Karachi were asked to answer a self administered questionnaire. The descriptive,
correlation and regression analysis tools were made use of to analysis the data. The
results revealed that the television advertising in Pakistan has a significant but negative
ethical and social consequence however a positive economic one. The results indicated
that there is significant positive general attitude of students towards the television
advertising in Pakistan. The respondents also demanded more regulations to control the
television advertising in Pakistan. The study also predicted a positive relationship
between the consequences and general attitude of the students towards the television
advertising. The study recommends that marketers and the regulatory bodies have the
responsibility to pay proper attention to the rising ethical, social and regulatory concerns
of the students about the television advertising. Moreover the study provides a useful
bench mark for the future research studies.

Influence of TV Advertisements on Children's Buying Response: Role of Parent-

Child Interaction:

Verma and Kapoor examined the possible effects of television advertising on children's
buying response from early childhood to early growth and the role of parent-child
interaction in this process. For the purpose, two non-disguised structured questionnaires
were designed and administered: one to the children and the other to their parents.
Children from different income groups and both the sexes were considered. The study has
revealed that parents give due recognition to the increasing role of children above the age
of eight years in the family's purchase decision. Both the parents and the children felt the
impact of TV advertisements on children's purchase request. However, with an increase
in the age of the child, the parents' perception of the children's purchase request being
influenced by TV advertisements tended to decrease. Parents' response to children's
purchase request was found to be strongly influenced by the age of the child and the
family income. The results further implied that parent-child interaction plays an
important role in the children's learning positive consumer values and in parents
perceiving the influence as positive on their children's buying response. Thus, instead of
criticizing TV advertisements, it would be desirable if parents resort to more of co-
viewing and explaining the intent and contents of such advertisements to their children.

Murdoch’s dilemma or ‘What’s the price of TV in China?

Curtin studied satellite television figures prominently in scholarly special about

globalization, since it has the potential to cross boundaries of class, gender, ethnicity and
literacy, in addition to nation. Scholars furthermore suggest that satellite TV moves
audiences towards a shared repertoire of images and ideas, thereby encouraging
modernization and reflexive forms of representative government. Such lofty speculation
fails, however, to take into account the actual operation of media institutions, such as
Rupert Murdoch’s Star TV. Closely examining the development of Star since 1993, this
essay delineates the forces (infrastructural, political and textual) that transformed what
aspired to be the first pan-Asian satellite platform into a niche TV service that panders to
the Chinese regulators, provincial bureaucrats and sub national advertisers. The article
concludes that ultimately forces on the ground are more influential than high-speed
conduits in the sky. It consequently interrogates the reputed power of global media
moguls and advocates further institutional research regarding globalization of media.

OBJECTIVES

1. To study the satisfaction of customer perception towards DTH services.

RESEARCH METHODOLOGY

Research Design

Research is descriptive in nature.

Data is collected through primary as well as secondary method. In Primary Data survey
through structured questionnaire and was filled by 50 respondents of. Secondary data was
collected through internet.
Sample Design

Data collection method

Convenience sample
Sample size
50

Data analysis

Data analysis is done by making pie charts, graphs and applying factor analysis.

Interpretations
1. Age
Less than 20 yrs 16
20-30 yrs 21
30-40 yrs 6
Above 40 yrs 7

Interpetation
The pie chart clearly shows that 32% respondents were less than 20 yrs category, 21
respondents were lying in 20-30 yrs category and 7 respondents were above 40 yrs.
 2. Gender
Male 25
Female 25

Interpetation
From this chart I clearly defined that 50% were males and 50% were females.

3. Occupation
Employee 10
Self-employed 15
Private employee 10
Any other please specify 15
5)

Knowaboutvariousservices

Cumulative
Frequency Percent Valid Percent Percent

Valid media 20 40.0 40.0 40.0

friends 18 36.0 36.0 76.0

relatives 6 12.0 12.0 88.0

neighbours 6 12.0 12.0 100.0

Total 50 100.0 100.0

Interpretation
The above chart shows that 12% come to know about DTH services from neighbors and
36% from friends. Hence the chart shows that 40% responds come to know about DTH
services from media.
 Cumulative
Frequency Percent Valid Percent Percent

Valid sun direct 6 12.0 12.0 12.0

tata sky 20 40.0 40.0 52.0

dish tv 15 30.0 30.0 82.0

big tv 6 12.0 12.0 94.0

digital tv 3 6.0 6.0 100.0

Total 50 100.0 100.0

Interpretation
From the above pie chart I clearly conclude that 12% respondents use sun tv and big tv.
Only 6% respondents use digital tv but chart clearly define that 40% respondents use tata
sky.
 PeriodofUsingServices

Cumulative
Frequency Percent Valid Percent Percent

Valid below 1 year 27 54.0 54.0 54.0

1-3 year 13 26.0 26.0 80.0

3-5 year 5 10.0 10.0 90.0

above 5 years 5 10.0 10.0 100.0

Total 50 100.0 100.0

Interpretation
The above pie chart clearly define that only 10% respondents using DTH services lies in
3-5 and above 5 years category. Hence I said that 54% respondents using DTH services
from below 1 year.
 Cumulative
Frequency Percent Valid Percent Percent

Valid 1 day 20 40.0 40.0 40.0

2-3 days 17 34.0 34.0 74.0

3-6 days 8 16.0 16.0 90.0

more than a week 5 10.0 10.0 100.0

Total 50 100.0 100.0

Interpretation
I clearly said that 16% respondents says co. take 3-6 days for installation of dish and 10%
says it takes more than a week for installations. Hence chart clearly shows that 34%
respondents say it takes 2-3 days for installations.
 Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 9 18.0 18.0 18.0

No 27 54.0 54.0 72.0

any other 14 28.0 28.0 100.0

Total 50 100.0 100.0

Interpretation
The above pie chart shows that a 20% respondent uses any other satellite system
previously. But 54% says they didn’t use any other system previously.
 Cumulative
Frequency Percent Valid Percent Percent

Valid reasonable price 9 18.0 18.0 18.0

clarity of channel 19 38.0 38.0 56.0

extra service 10 20.0 20.0 76.0

good reputation 8 16.0 16.0 92.0

worst ever customer care 4 8.0 8.0 100.0

Total 50 100.0 100.0

Interpretation
From the above chart I clearly says that 8% respondents give the reason of shifting is
worst ever customer care. But the 38% percent respondents give the reason of shifting is
clarity of channel.
 Cumulative
Frequency Percent Valid Percent Percent

Valid clarity of channel 21 42.0 42.0 42.0

ample package system 5 10.0 10.0 52.0

good customer care service 13 26.0 26.0 78.0

more facilities at reasonaable 5 10.0 10.0 88.0

price

good reputation 6 12.0 12.0 100.0

Total 50 100.0 100.0

The pie chart shows that 42% respondents think their DTh service is different from others
the main reason is clarity of channel and 26% says because of good customer care
service.
 Cumulative
Frequency Percent Valid Percent Percent

Valid regional package 11 22.0 22.0 22.0

edutainment package 18 36.0 36.0 58.0

sports package 7 14.0 14.0 72.0

extra news package 6 12.0 12.0 84.0

add on packages 8 16.0 16.0 100.0

Total 50 100.0 100.0

Above chart says that which package they prefer, 22% respondents says for regional
package and highest respondents (36%) says for edutainment package.
 FavouriteInteractiveService

Cumulative
Frequency Percent Valid Percent Percent

Valid movie on demand 16 32.0 32.0 32.0

games 12 24.0 24.0 56.0

learning lifestyle 15 30.0 30.0 86.0

music on demand 7 14.0 14.0 100.0

Total 50 100.0 100.0

I clearly conclude that which service is interactive service for respondents. Highest
number of respondents (32%) says movie on demand and less number of peoples
(14%) says music.
 Prices

Cumulative
Frequency Percent Valid Percent Percent

Valid costly 6 12.0 12.0 12.0

moderate 27 54.0 54.0 66.0

reasonable 16 32.0 32.0 98.0

4.00 1 2.0 2.0 100.0

Total 50 100.0 100.0

From the above chart I say that 54% respondents think that the prices are moderate and
32% says prices are reasonable.
 Recharge

Cumulative
Frequency Percent Valid Percent Percent

Valid weekly 10 20.0 20.0 20.0

monthly 11 22.0 22.0 42.0

quartly 14 28.0 28.0 70.0

haly yearly 15 30.0 30.0 100.0

Total 50 100.0 100.0

The above chart shows that 20% respondents recharge their accounts in a week and 28%
within half yearly.
 ModeOfPaymant

Cumulative
Frequency Percent Valid Percent Percent

Valid through cell phones 7 14.0 14.0 14.0

through internet 10 20.0 20.0 34.0

through bank account 4 8.0 8.0 42.0

through cash 29 58.0 58.0 100.0

Total 50 100.0 100.0

Above pie chart shows 58% people prefer deposit payment through cash and 20% prefer
says through cell phones.
 ProblemsFaced

Cumulative
Frequency Percent Valid Percent Percent

Valid poor after sales services 11 22.0 22.0 22.0

non response to complaint 8 16.0 16.0 38.0

improper rate system 6 12.0 12.0 50.0

no signal 18 36.0 36.0 86.0

inconvenient payment 7 14.0 14.0 100.0

system

Total 50 100.0 100.0

Above chart says that 36% people faced problem of poor signal and 22% people says
they faced poor services after sale.
 Approach

Cumulative
Frequency Percent Valid Percent Percent

Valid customer care 30 60.0 60.0 60.0

retailers 13 26.0 26.0 86.0

users of same DRTH friends 6 12.0 12.0 98.0

4.00 1 2.0 2.0 100.0

Total 50 100.0 100.0

The above pie chart shows that 98% respondent says that when they face problem in
DTH service they approach users of same DTH friends and 60% says they approach
customer care.
 FeelCustomerCareCentre

Cumulative
Frequency Percent Valid Percent Percent

Valid satisfied 15 30.0 30.0 30.0

good 17 34.0 34.0 64.0

need to be improved 14 28.0 28.0 92.0

not satified 4 8.0 8.0 100.0

Total 50 100.0 100.0

The pie chart shows that 30% respondents are satisfied with customer care centre and
28% says need to be improved in customer care centre.
 PeriodOfRespond

Cumulative
Frequency Percent Valid Percent Percent

Valid on the day itself 16 32.0 32.0 32.0

less than aweek 26 52.0 52.0 84.0

more than aweek 4 8.0 8.0 92.0

no response 4 8.0 8.0 100.0

Total 50 100.0 100.0

Pie chart shows that 52% respondents says customer care give respond to their
complaints on the day and 8% says they take more than a week.
 ServicesTerminated

Cumulative
Frequency Percent Valid Percent Percent

Valid within a week 10 20.0 20.0 20.0

after 5 days 13 26.0 26.0 46.0

after a week 22 44.0 44.0 90.0

next month 5 10.0 10.0 100.0

Total 50 100.0 100.0

The above pie chart shows that 44% respondents says in case of delay in payment after a
week services be terminated but 10% respondents says next month.
 Perception

Cumulative
Frequency Percent Valid Percent Percent

Valid satisfied 32 64.0 64.0 64.0

not satisfied 18 36.0 36.0 100.0

Total 50 100.0 100.0

The above pie chart shows that64% respondents are satisfied with their DTH services.
Conclusion:
From the above I have been conclude that third person always influence the buying
behavior of customer. These days the impacts of new media technologies influence the
consumer attitude why they buy? Mostly the children are influence by the
advertisements. In these days cables are outdated and satellites are very popular. There
are advantages and disadvantages using satellites. Satellites services are expensive but on
the other hand cable services are cheapest. But due to advance technologies people prefer
satellites rather then using cables.

REFRENCES:
. Jisu Huh School of Journalism and Mass Communication, at the University of
Minnesota–Twin Cities
. Denise E. Delorme Nicholson School of Communication, at the University of
Central Florida
. Leonard N. Reid Grady College of Journalism & Mass Communication, at the
University of Georgia
. DayaKishanThussu . University of Westminster, D.K.Thussu@westminster.ac.uk
. Thorsten Hennig-Thurau University of Muenster, Muenster, Germany,
thorsten@hennig-thurau.de, Cass Business School, City University, London, UK
. Edward C. Malthouse Northwestern University, Evanston, IL, USA
. Christian Friege LichtBlick AG, Hamburg, Germany
. Sonja Gensler University of Groningen, Groningen, The Netherlands
. Lara Lobschat University of Cologne, Cologne, Germany
. Arvind Rangaswamy Penn State University, University Park, PA, USA
. Bernd Skiera Goethe-University of Frankfurt, Frankfurt/Main, Germany
. Gerrit H. Van Bruggen Rotterdam School of Management, Erasmus University,
Rotterdam, The Netherlands, gbruggen@rsm.nl
. Kersi D. Antia School of Business, University of Wisconsin-Madison, Wisconsin,
WI, USA
. Sandy D. Jap Goizueta Business School, Emory University, Atlanta, GA, USA
. Werner J. Reinartz Department of Retailing and Customer Management,
University of Cologne, Cologne, Germany
. Florian Pallas University of Muenster, Münster, Germany
 ANNEXURE

Dear Sir/Madam,
I am student of Lovely Professional University. I am conducting this questionnaire to
understand the “Customer perception towards DTH services”. Please take few minutes to
complete this survey. Your valuable input will be regarded strictly.
1. Name:
2. Age: Less than 20 years 20-30 years 30-40 years Above40years
3. Gender: Male Female
4. Occupation: Government Employee Self-employed Private employee
Any other please specify__________________
5. Monthly Income: Less than Rs 10,000 Rs.10, 000-20,000 Rs.20, 000-30,000
Rs 30,000 – Rs 40,000 Above Rs 40,000
6. How did you come to know about various DTH services available in Ludhiana?
Media Friends Relatives Neighbours
7. Which DTH service do you use?
Sun Direct Tata sky Dish TV Big TV Digital TV
8. How long have you been using DTH service?
Below 1 year 1 – 3 year 3 – 5 year Above 5 years
9. How much days do they take for the installation of Dish and Set Top Box?
1 day 2 – 3 days 3 – 6 days More than a week
10. Did you use any other satellite system previously? If yes, which satellite system you
were using?
Sun Direct Tata sky Dish TV Big TV Digital TV
Cable TV Any other please specify _________
11. What is the main reason for shifting from previous satellite system to present DTH
service?
Reasonable price Clarity of channels Extra service
Good reputation Worst ever customer care
12. In what way do you think that your DTH service is different from other DTH
services? Clarity of channels Ample package system Good customer care service
More facilities at reasonable price Good reputation
13. Which package system do you prefer the most?
Regional package Edutainment package Sports package
Extra news package À La Carte packages Add on packages
14. Which is your favourite interactive service available in your DTH?
Movie on demand Games Learning Lifestyle
15. How do you feel about the prices paid for the interactive service?
Costly Moderate Reasonable
16. When do you recharge your account?
Monthly Quarterly Half yearly Yearly
17. Which mode of payment do you prefer to pay for your DTH services?
Through cell phones Through internet
Through bank account Through cash
18. What are the problems faced by you regarding your DTH service?
Poor after sales services Non-response to complaint Improper rate system
No signal Inconvenient payment system
19. If you face any problem in your DTH service to whom will you approach?
Customer care Retailers Users of same DTH Friends
20. How do you feel about the customer care centre provided by your DTH service?
Satisfied Good Need to be improved Not satisfied
21. How long will be taken by the customer care to respond to your complaints?
On the day itself Less than a week More than a week No response
22. In case of delay in payment when will the services be terminated?
Within a week After 5 days After a week Next month
23. Are you satisfied with your DTH service? If no, which DTH service do you prefer?
Sun Direct Tata sky Dish Tv Big TV Digital TV
Any other please specify_________
25. Any other suggestion ……………………………………….
Thank you …..