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Chapter-1

Indias Direct to home


industry:
A brief introduction

"Regardless of the changes in technology,


the market for well-crafted messages will
always have an audience."
Steve Burnett
The Burnett Group

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-1
Indias Direct To Home Industry:
A brief Introduction
1.1 Introduction: An Overview
The history of Indian television dates back to the launch of door-darshan, Indias
national TV network in 1959. The transmission was in black & white. The 9th
Asian games which were held in 1982 in the countrys capital New Delhi heralded
the mark of color TV broadcasting in India.

In 1991, Indian economy was

liberalized from the License Raj and major initiatives like inviting foreign direct
investments, deregulation of domestic
business emerged. This lead to the influx
of foreign channels like Star TV and
creation of domestic satellite channels
like Sun TV and Zee TV. This virtually
destroyed the monopoly held by doordarshan. In 1992, the cable TV industry

Figure 1: Indian TV Channels

started which lead to revolution. Every city in the India had a complex web of coaxial cables running through the streets with a new breed of entrepreneurs called
as cable-wallahs or Local Cable Operators (LCO) taking in charge of distribution.
The film industry was shocked by this sudden growth and there were even
organized protests for calling off the Cable TV industry. There were simply too
many cable operators in the country and the channels had a difficult time in
getting its returns as the existing system was a non-addressable and the
operators could simply give a reduced number of subscribers to a mass profit.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

The Direct-To-Home (DTH) industry in India has been expanding at a swift pace
over the last five years and has become a key player in the distribution sector.
The DTH sector has seen exponential growth with almost 1 million subscribers
being added each month. According to latest Telecom Regulatory Authority of
Indias (TRAI) performance indicators there are about 44 million DTH
subscribers in the country. India today has a large broadcasting and distribution
sector comprising around 730 satellite TV channels, 100 Multi System Operators
(MSO), 6000 Independent Cable operators, around 60,000 Local Cable Operators
(LCO), 7 DTH operators and several IPTV service providers Out of a total of 138
Million TV homes, about 30 million are dependent on Doordarshans terrestrial

Graph 1: Indian TV Industry size


broadcast services and 74 million are covered by cable services and the rest by
Direct to Home (DTH) and Internet Protocol Television Services (IPTV) services.
However while DTH and IPTV are digital services, the cable TV sector is
predominantly analog in nature and nearly 68 million i.e. over 93% of the cable
homes receive TV signals though analogue mode. India is the only country in the
world with 88 million non TV households, indicating the potential for growth in
the market. Television industry is getting more and more localized in nature
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

with the spurt of regional channels over the last few years. With the media
landscape changing day by day, the industry has immense opportunities to gather
huge subscriber base in India. The television industry has witnessed aggressive
growth as this medium overshadowed all the other available media platforms.
India is the worlds third largest TV market with close to 138 million TV
households next to China and USA. Television is projected to command half of the
entertainment pie by 2015 as it is estimated to grow at a robust 14.5%
cumulatively over the next five years, from an estimated Rs 306 billion in 2010 to
Rs 602.5 billion by 2015. The cable television industry, which forms the backbone
of television distribution in India, is well penetrated in urban regions. As a
consequence, it has established itself as a robust mass medium for entertainment
and information and is available to more than 94 million consumer households
across India.
This lead to the emergency of a new breed of firms called as Multi System
Operators (MSO) who had heavy financial muscles to make capital investments.
The MSO industry became highly monopolistic which warrants government
participation to ensure competition. Later on, the United Front Government had
issued a ban on use of KU band transmission. After a change of government, the
ban got lifted finally in 2001 and TRAI issued the guidelines for operating DTH.
Countrys first private DTH license was awarded to Dish TV in 2003 which started
operations in 2003. The history of DTH services in India dates back to 1996. But,
the proposal couldnt get through policy hurdles because of concern over national
security. It was finally allowed in July 2006 as of now, number of total customers
stand at 13 million whereas total cable TV households number is 75 million. That
reflects the huge potential of this industry in the long run.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Graph 2:- Pay TV market growth trajectory


Major Indian DTH players are; Dish TV which is also the largest private DTH
player. DD direct, Tata Sky, Sun Direct, Big Digital TV etc are other major players.
New entrants are Airtel Digital TV and Videocon. Old and established players like
Dish TV and Tata Sky employ MPEG-2 technology while majority of other players
use MPEG-3 technology. MPEG-3 technology is more efficient in broadcasting
superb quality video and more channels as well. India is one of the biggest DTH
service providers in the world. The requirement is very high because of the high
population and the increased number of viewers. The low cost of DTH when
compared to other local cable providers is also one main reason for this
substantial growth. In India the DTH requirement is more than in any country as
the population of viewers is at very high rate. Prasar Bharati also started its
product DD-Direct+. DTH Digital TV system receives signals directly from satellite
through the dish, decodes it with the Set-Top Box and then sends stunningly clear
picture and sound to TV which is the business under taken by some companies by
observing the rate of growth and scope for business & opportunity in the Indian
market which has 120 million viewers of TV. With the Indian economy growing at
a GDP growth rate of 7.3%, there is a sense of growth prevailing everywhere. The

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

average Indians disposable income and purchasing has risen to never before
levels. The Indian entertainment and media industry is not far behind. It is
currently estimated at a worth of Rs.350 billion with a CAGR of 18% over the next
5 years. Terms which were alien to Indians like capital DTH, digital cables, IPTV
are suddenly finding presence in the countrys journals. In 2007, TRAI proposed a
new initiative by name Head end-In-The-Sky (HITS) Model as an alternative to
the existing cable distribution. Instead of the MSOs providing the bundle, there
will be a single HITS operator who will prepare the bundle of channels and beam
it to the Headed in the satellite. The LCOs can receive this digitalized bundle and
deliver to the individual homes. With HITS, country wide implementation of CAS
becomes instantaneous and cost-effective. This benefits both the broadcasters
and the customers by ensuring Addressability, Better quality of service and
increased number of channels. Another emerging trend is the IPTV which is yet to
be regulated and one can expect lot of action in this sector. According to a report
on Direct to home (DTH) service, it predicts that India would overtake Japan as
Asias largest DTH by 2015 and be the Asias leading cable market by 2020 and
the most profitable pay-TV market by 2020.

1.2 Current Scenario in Indian DTH:


Looking at the current DTH scenario in India, it has to be noted that there is an
increasing level of competition. This has made the initial costs and recurring
monthly costs more and more competitive. So in this scenario, DTH service
providers are suffering because of the pressures on the margins that are their
because of increasing competition. The DTH sector is rapidly becoming a key
player in the distribution sector. The DTH industry is growing at a swift pace
which will certainly boost the upcoming digitization of the cable industry in India.
According to the TRAI report, over 44 million people subscribe to direct to home
(DTH) satellite TV services in India. At the Quarter end of March 2013, 44.21
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

million private subscribers took services from the six private DTH operators in
India, namely: Dish TV, Tata Sky, Sun Direct, Airtel Digital TV, Videocon D2H, and
Reliance Digital TV. During the same quarter, digital cable subscriptions have
increased in metropolitan area which comes in the first phase of the digitization
drive wherein the transformation will take place by 1 July 2012. The total number
of set top boxes installed increased to 853,737 in the quarter ended 31 March
2013, compared with 819,960 in the previous quarter. The Information and
Broadcasting Ministry has given licenses to around 825 private satellite television
channels of which 163
channels comes under
the

list

of

premium

channels. Multi system


operators (MSOs) are
carrying

277

digital

channels at the most;


while a maximum of 100
analogue channels are

Graph 3:- Digital Subscribers growth

being carried by any one MSO. As the customers get off the network, the
companies are forced to write off the cost of equipment, leading to high
depreciation. The number of DTH subscriptions is 23% of all the cable and
satellite households in the country and the current run-rate of around 1 million a
month to continue for another 23-36 months. Cable, in contrast, is stagnant at
around 85 million due to the on-slough of DTH operators. DISH TV is also facing
the issue of churn or subscribers not renewing their subscriptions and dropping
out in favor of other DTH operators or cable. Around 7 in every 1,000customers
are written off as a drop out every month in DISH TV. So to gain more and more
share another player Tata Sky followed by other six players, in mid-October,
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

starting with Tata Sky all the six DTH players slashed prices of their Set Top
Boxes (STB) to sub-Rs 1,000 levels. Although, Tata Sky says the move was not
directed towards unleashing any predatory pricing in the market, the industry
has seen consumer churn rise post this new pricing regime. Company introduced
the Rs 999-entry price to give our customers the option to choose their own pack
of channels. The idea was to give our customers the option which says no
conditions apply. The DTH player says this move led to a significant spike in
customer acquisition in the last one month compared to last year although, no
numbers were made available by Tata Sky.
The DTH industry saw sub-Rs 2000 entry price triggered by incumbents in 2008
to counter the launch of Reliance BIG TV and Airtel, which recently got pushed
down to sub-Rs 1000 level. The drivers and challenges explain the factors
influencing growth of the industry including the growing middle-class and rising
disposable income, increasing television penetration and sale of LCD monitors,
price war and different package options which has been attracting consumers
and the advantage over traditional cable operators. The key challenges identified
encompass the acquisition of a share of the cable driven market and facing the
new age IPTV, TRAIs content guidelines, demand supply gap for transponders in
a 7 player broadcast market and the cap on foreign investments. To overcome
these challenges and tap into the available potential markets these players have
been using following methods while all the DTH players are learnt to raking up
huge losses, Dish TV the oldest player in India it had some reason to celebrate,
thanks to a move to fixed price contracts for its channels. Dish TV had entered
into 3 to 3 year fixed price contracts with many broadcasters in December 2009,
allowing it to offer cheap rates for channel packages to customers in a hyper
competitive market. Dish, which has around one-fourth of the market, has
converted nearly 75% of its content costs into the fixed price model, while the
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Sun group - a competitor in the DTH space continues to insist on per-subscriber


payment for its channels. DTH subscription rates for consumers have fallen by
around 30% in the last one year due to the entry of many new players such as
Reliance and Airtel, forcing players like Dish to negotiate a fixed price contract
allowing them to expand more freely. The move has further bolstered the growth
of the market currently expanding by a whopping 1 million subscribers per
month. In line, Dish TVs revenues too hit Rs329 crore during the quarter, a jump
of 27% over the same quarter last year and 5.6% over the June quarter. Out of the
1 million, Dish TV is currently adding
about 250,000 to 300,000 a month and
the total number of DTH connections
on the country has hit 26 million at the
end of the last quarter. Ninety million
homes in the country that receive
television programmes via analogue
cable networks will have to switch to

Graph 4:- DTH subscribers growth

digital set-top boxes beginning March 2012, with the government approving
complete digitization of TV transmission over a two year period. The Cable TV
Networks (Regulation) Act will be amended through an ordinance. Consumers in
the four metros Delhi, Mumbai, Kolkata and Chennai will be the first to switch to
the new system. The first phase required 12-15 million set-top boxes and cost
multi-system operators (MSO) about Rs. 3,000 crore. The digital technology
offered improved quality of transmission and greater choice of content, albeit at a
higher cost to consumers. Also bundling channels and services into attractive
bouquets and offers has been the forte to attract customer base along with the
various value added services that companies are offering. The most popular
choices have been region specific channel packages that have channels bundled
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

as per regions or media houses that have emerged as a competitive tool. Then
come, the news, sports, movies and other entertainment channels, which
constitute the so called gravy of the package. Hence, it shows that demography
was the basis of planning packages and plans. With the new recommendation by
TRAI, (Source Times of India) from September 1st subscribers were allowed to
pick and choose every channel of their choice instead of the bundle offered by the
DTH companies.
This has changed the game, has put the subscriber firmly in the drivers seat. DTH
companies can view this as an obstacle or opportunity for growth and market
share. There is a potential for changes in pricing, alterations of services and
channels offered by the operators. Also to compete on the non-price competition
bases, differentiation is the key for all players. It is here that the role of subscriber
analytics would play a vital role in making sure that the right content or package
is offered to the right segment of customer to ensure right results. This will also
necessitate operators to proactively analyze their customer base, usage,
subscriptions changes and of course customer churn. Doing a good job could
result in gains of market share, leading to higher revenues and growth. The
report entitled India DTH Industry Growth Opportunities provides a detailed
overview and a succinct, but deep-dive analysis of the Indian DTH market. The
Indian DTH subscribers base is projected to grow at a CAGR of close to 19 per
cent between Quarter ending of 2009 and 2014 in the process India will become
the largest DTH market in the world. This high growth presents a number of
interesting scenarios, which have been thoroughly covered in this research. The
Indian DTH industry players look forward to a seven times multiplication of its
market, about 30 million subscribers by 2015, from a total of 165 million pay TV
households. The increase in the sales of LCD TVs will be having a positive impact
on the adoption of DTH services. To take full advantage of the quality and
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

features of their new TVs, many of these purchasers have been switching to DTH
services, which offer higher quality video and sound. The DTH subscribers due to
their unmatched financial muscle can tap a huge number of cable dark and cable
underserved areas which do not have access cable and satellite televisions.
Though the competition in terms of price wars is hot and even the companys
margins are suffering, there is still a chance for all the players in this industry to
grow both in terms of profits and bottom-line without coming in the way of each
other as still the penetration levels in this industry is still low and there is a huge
potential left to be exploited by the DTH companies Live recording of TV content,
matrimonial match-making, etc.
Since the DTH space denotes big value, akin to the space occupied by television
and telephony, inter-firm rivalries have thrown up price wars, discount schemes,
procurement of transponders, ambitious targets for improving the subscription
base, popular bouquet of channels, set top boxes with superior quality of videos,
improving content, etc as a desperate means to entice the Indian viewer. The
pattern of growth is very difficult to determine because a business cycle takes
place in long term. But this industry is having very short period for making or
observing a business cycle. The analysis that can be made is though the economic
cycles is not continues and it was in boom then when the industry started and
now just the economy is in recovering stage from the recession. Interesting factor
is that all the industries are hit seriously buy the rescission but DTH industry has
reported growth continuously but only it has slowdown the rate of its growth.
Now the industry is growing at 20% for every annum.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Table 1: DTH status in India

1.3 The economical booming in India


Television holds an important place in our lives. Its impact is being seen amongst
all sections and groups of the society. In India TV industry has a remarkable
history. It has grown from terrestrial televisions to today s satellite broadcasting
or digital television. The direct-to-home (DTH) TV industry has been witnessing
tremendous growth since the past few years. This growth has been supported by
huge investments by the existing as well as new players. The DTH is one of the
new technologies providing varied facilities to its viewers. DTH market acquired
around 30 Million subscribers by the end of 2010, an increase of approximately
50% over 2009. The entry of new players in the Indian DTH industry is

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

intensified competition. Due to this intensified competition, installation prices are


declining and subscribers now have a wide range of options. The reason for this
high growth in DTH subscriber base can be attributed to the fact that quality of
service delivered by DTH is superior compared to cable or any other medium. As
DTH TV industry is currently in the phase of growth, it is expected to attract a
large number of subscribers in near future; the number of DTH subscribers is
projected to grow at a CAGR of around 23% during 2011-2014, reaching 69
Million. Indias fast growing, six-player direct-to-home satellite (DTH) sector will
overtake the United States in
2014 as the largest in the world
with an active subscriber base of
close to 32 million versus a
projected customer base of 35
million in the USA where two
dominant and profitable groups
compete in the market. Margins
across the India pay-TV industry

Graph 5:- Growth of Economy in India

value chain are amongst the lowest of any emerging market due to cost inflation,
competitive pressures, regulation and a reliance on legacy analog cable networks.
With the Indian economy booming at a GDP growth rate of 9.3%, there is a sense
of growth prevailing everywhere. The average Indians disposable income and
purchasing power has risen to never before levels. The Indian Entertainment &
Media industry is also not far behind. It is currently estimated at a worth of
Rs.350 billion with a CAGR of 18% over the next 5 years. Terms which were alien
to Indians like DTH, Digital Cable, IPTV are suddenly finding presence in the
countrys journals. With the Indian Economy booming at a GDP growth rate above
9% there is a sense of growth prevailing everywhere. The disposable income has
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

been risen to never before levels. In earlier days there was only one TV channel in
India, Doordarshan which was owned and operated by Government OF India. In
that era every home which had a TV set used to have its own antenna to capture
the signals. The cable television ordinance law was passed in Jan 1995 which
created a big industry and market opportunities. However the service provided
by cable operators was poor. The strikes, increase in tariff plan, selective
broadcast and poor services were major cause of dissatisfaction among the
customers. This has created an opportunity for DTH services, which serves an
immediate threat to the high end cable networks. DTH services were introduced
in India in the early 2000s with DD Direct Plus followed by other players. Margin
pressure will remain in the medium term but improve in the long-term as
operating leverage improves. Every player came with innovative offerings, Dish
TV offered Movie on Demand free worth the cost of set top box, Air-Tel and Big
TV offered free subscription for first few months etc. All these things were
coupled with aggressive marketing campaigns.

1.4 Structure of Television Industry


Television in India is the most preferred entertainment medium with the highest
impact of advertising on the audiences. India has the third largest TV households
globally, second to only China and the US. However, the digital TV penetration in
India is very low at 36% as compared to more than 90% in countries such as
Finland, Spain, UK, Bahrain, and Saudi Arabia. As a means to bring addressability
into the system, the Ministry of Broadcasting accepted the recommendations
made by Telecom Regulatory Authority of India (TRAI) on the sunset of analog
transmission in India by 2013. Adherence to the sunset date would certainly have
a positive impact on the media content distribution sector in India. Digitalization
is not only expected to help players in the television value chain to realize the
true potential of their content, but also to cater to the unique and diverse needs of
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

the viewer when it comes to entertainment. Television (TV) plays a major role in
the flow of information and is equipped with the power to influence people, their
beliefs and their opinions. Being a visual medium, its impact transcends the social
and educational background of its viewers; more so, in a diverse country like
India, where TV dominates the Media & Entertainment landscape as the preferred
choice of entertainment. Electronic goods sector is a major booming sector in our
country.
Not only as an intermediate commodity, but more as a consumer product, this
sector has undergone a rapid growth and development since ushering in of
liberalization in India, from cassette to DVDs, from black and white TVs to LCDs,
from analogue terrestrial cables to DTH services and from landline phone to
mobile internet, these developments did not take place in one day, but the pace of
this innovation was impetus. Indian Electronic and IT sector is one major
segment where the effect of the liberalization and in turn the effect of
competition issues have been seen in its totality ,this sector in itself Is issue will
be cumbersome. Thus, focus on each and every Television industry among the
immense pool of gadgets. In the last five years color television industry (CTV) has
witnessed drastic changes in the intensity of competition. Exchange schemes, free
gifts, price offs,

prizes, deferred payment schemes and other incentives as

promotional tools have been deployed by the players, so vast that covering which
certainly have made the market, vibrant and pulsating. A major factor
contributing to the growth has been availability of consumer financing schemes.

1.5 Meaning and Working of DTH Technology:Direct-to-Home (DTH) satellite television is becoming a buzzword in the satellite
broadcast industry due to the fact that DTH offers immense opportunities to both
broadcasters and viewers. Thanks to the rapid development of digital technology,
DTH broadcast operators worldwide have been able to introduce a large number
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

of new interactive applications in the television market besides a large number of


entertainment programme over a single delivery platform. In addition, since
digital technology permits a highly efficient exploitation of the frequency
spectrum, the number of TV channels that can be broadcast using digital
technology is significantly higher than with analogue technology. The increased
number of television channels allows the operator to satisfy the demand of a
number of niche markets with dedicated transmissions. In general, DTH service is
the one in which a large number of channels are digitally compressed, encrypted
and beamed from very high power satellites. The programs can be directly
received at homes. This mode of reception facilitates the use of small receive dish
antennas of 60 to 90 cm diameter installed at convenient location in individual
buildings without needing elaborate foundation /space etc. Also, DTH
transmission eliminates local cable operator completely, since an individual user
is directly connected to the service providers. However, a digital receiver is
needed to receive the multiplexed signals and view them on a TV. DTH, in sharp
contrast to Cable TV, lends itself to easy monitoring and control. Transmission in
Ku band is most appropriate and widely used for the purpose. As mentioned
above, all the encoded transmission signals are digital - thus providing higher
resolution picture quality and better audio than traditional analog signals. All the
advantages of the digital transmission, as applicable to the terrestrial
transmission are relevant in the satellite transmission also. Indian DTH space is a
rapidly rising industry. Since the time, it first arrived in India, more and more
new players are joining the bandwagon. Because of arrival of new entrants, this
industry has become very competitive which ultimately results in customers
having more benefits and options of latest technology.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

DTH stands for Direct-To-Home television, DTH helps in keeping broadcasters in


direct touch with consumers thus, eliminating the need of local cable operators.
DTH technology works through direct reception of satellite programs with a
personal dish. The latest technology of DTH network includes satellites,
multiplexers, broadcasting center, modulators, encoders and DTH receivers.
Technologically speaking, the process starts with DTH service provider leasing
Ku-band transponders from the satellite. Thereafter, encoder gets into the
process of converting video, audio, and data signals into the digital format. Once
encoding is done, multiplexer mixes these signals. Users have to install a small
dish antenna and set-top boxes
which decode those mixed signals
and

lastly

users

get

to

view

numerous TV channels. Primarily,


DTH is an encrypted transmission
received directly from the satellite
by the consumer at his place with
Figure 2:- Working of DTH (Direct to
Home)
noted the channels that are broadcasted from the broadcasting centre hare not
the help of dish antenna. It must be

created by the DTH providers. The DTH providers pay other companies like HBO,
Sony MAX and so on for the right to broadcast their channel to the DTH
consumers through satellite. Thus the DTH provider acts as a mediator r broker
between the consumers and the program channels. The broadcast centre is the
main part of the whole system. It is from the broadcast station that the signals are
sent to the satellites to be broadcasted. The broadcast station receives the signals
from various program channels. The satellite receives the signal from the
broadcast centre and compresses the signals and makes them suitable for retransmission to the ground. The DTH providers give dish receivers for the
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

viewers to receive the signal from the satellites. There may be one or multiple
satellites that send the signals at the same time. The receiver receives the signal
from them and is passed on to the Set Top Box [STB] receiver in the viewers
house. The STB receiver changes the signal in a form suitable for our television
and then passes it on to our TV. For a DTH network to be transmitted and
received, the following components are needed.

Broadcasting Centre

Satellites

Encoders

Multiplexers

Modulators

DTH receivers

1.6 Evolution of DTH Services in India:


After cable TV entered India in the early 1990s, the face of entertainment
changed drastically. In a short time, Cable TV made rapid penetration in rural as
well as urban India. However, the inherent nature of the industry, that operated
like a cartel dominated by the Local Cable Operators (LCOs) created many
problems operationally and otherwise. For the parties involved in the industry
(broadcaster and cable networks), the major problem was the extent to which
LCOs understated the subscription fees. Subscribers too were upset as the cheap
and unbranded equipments used by LCOs resulted in poor program quality and
frequent disturbances in signal transmission. The Conditional Access System
(CAS) introduced in 2003, also failed to check the problem as many subscribers
were unwilling to switch from the cheap cable alternative. In 2003, another
option, Direct-to-Home (DTH) emerged to give a tough competition to the LCOs.
In a short time, many DTH providers Dish TV, Tata Sky and Sun direct
mushroomed in the country and succeeded in making a humble beginning
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

through aggressive marketing. When this DTH market began in India then the
scenario in this market was that most of the companies offering the services were
charging very high prices for the set top boxes and even the charges for the
monthly subscriptions were also very high as compared to the charges that local
cable operators were charging which were minimal in nature ranging from Rs.
150 to Rs. 200 per month. That is why in the beginning only a few people were
willing to go for these connections as people had to spend a large sum of money
to get these connections and even the monthly subscription charges were double
than what were being charged by the local cable operators, but still people who
started using these connections were happy because of the clarity of services that
these operators were offering and this clarity of services was their differentiating
mantra from the other local operators and it was for this clarity that they were
charging a premium price from the customers and even they were willing to pay
for it.
It also offered the customers a flexibility of having a bouquet of free channels that
they could get along with the other paid channels that they could choose on their
own. Thus, all these things made this a better and attractive option for customers
because of the variety of options that it offered its customers. Still one of the fears
that people had when it comes to buying themselves a DTH connection is that
once they invest their money in any of these DTH services they will be forced to
be with them forever. If they want to switch to a different service provider, then
they will have to pay again for the set top box. Companies like Sun DTH started
advertising that set top box as free; they charged an additional Rs. 1000 for the
installation along with the other subscription charges. So customers will be
forced to pay this fee when they want to switch the service provider. This Market
of direct to home cable networks has been a market that has got most of its
presence mostly in the urban areas in the northern India and Western India with
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

most of the business in India coming from these markets only. Though it is
present throughout India and is growing at a very rapid pace but it still continues
to remain a niche segments for the marketers and most of the players that exist in
this DTH cable business are vying for the larger share of this market. But now
because of the price wars that are going on even the set top boxes costs are
getting reduced leading to this being removed as a barrier at least.
The growth in the television sets throughout the country and on the other side a
growth in the size of middle class in Indian economy which has been working
hard to get a hold of that fast growing This segments growth has also been
propelled due to the poor services being offered by the current cable operators in
the Indian markets and the customers are now demanding better services. This
DTH market provides a better avenue in terms of quality of service and enhanced
viewing experience has been attracting investments in this market. When satellite
television first hit the market in the early 1990s, home dishes were expensive
metal units that took up a huge chunk of yard space. In these early years, only the
most die-hard TV fans would go through all the hassle and expense of putting in
their own dish. Satellite TV was a lot harder to get than broadcast and cable TV.
Today, Consumer sees compact satellite dishes perched on rooftops all over the
India. Drive through rural areas beyond the reach of the cable companies, and
Consumer find dishes on just about every house. The major satellite TV
companies are luring in more consumers every day with movies, sporting events
and news from around the world and the promise of movie-quality picture and
sound. Satellite TV offers many solutions to broadcast and cable TV problems.
Though satellite TV technology is still evolving, it has already become a popular
choice for many TV viewers.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

1.7 Digitization-Boon for the Broadcasting Industry:


Digitization of cable has driven by the Government ordinance which is expected
to be a game changer, affecting the entire value chain. DTH operators are
expected to be one of the beneficiaries of the government mandate. While the
governments mandate presents a significant opportunity for MSOs and DTH
operators, they may face several challenges and practical difficulties in
implementation and adhering to the prescribed timelines for digitization. DTH
providers must ensure that they are making the right offering to the right section
of the population. Though the DTH market in India has not seen the growth that
was expected of it, there are still a host of reasons to be optimistic. There are so
many households across the country that do not yet receive digital TV services, so
many untapped areas, that, if the providers pitch it correctly, there could be a
considerable boom in the adoption of DTH. Regulatory reforms are a key to the
fast development of DTH in the region.
The huge population and the hunger for entertainment, especially for example
Bollywood films are not going to decline. The increased wealth of the country and
the individual has created a good foundation for demand for DTH but the issues
of cost, content, regulation and piracy will still be central to its increased
adoption. Average television viewing time in India continues to be low vis-a-vis
developed economies. The average time spent on TV by an individual in India is
while it is true that the DTH industry is slowly spreading its roots, there is still
some time left before the industry turns into a profitable venture. The industry
has managed to gain a fair amount of interest from investors as they feel that the
industry will grow in the same pattern as telecom. Currently, the game is about
subscriber acquisition. As soon as the operators move beyond the acquisition
mode, it is expected that the industry will be about retaining the consumer base
and the game will change from there on. Factors like the potential for penetration
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

of different mediums, greater segmentation of audiences and catering to


individual niches, growth expected from regional markets, government and
industry players' push for digitization, increasing mobile, broadband penetration
and consolidation are pointing towards a very promising future for the DTH
industry. Around 150 minutes per day, it has the potential to go up to over 200
minutes with digitization providing more accessibility to content, as well as
evolved marketing wooing audiences for higher engagement. Thus, there is
potential for growth not only in terms of penetration but also in terms of viewing
time. Time spent watching TV in India is significantly lower than developed
economies. As per
the mandate passed
by the Govt. of India,
the I&B ministry has
made digitization of
the Cable Services
mandatory. Because
of this there will be
black

out

of

the

cable

TV

in

the

Graph 6:- Average time spent to watching television

major metros like Mumbai, Delhi, Kolkata, and Chennai by June 30th 2012 and
soon it will start happening across all other major cities and at the end the entire
country would be covered under digitization by December 31, 2014 It might
seem as an extra burden to the consumers for shelling out Rs. 1390 - 4500 to
purchase the technology but as well said to get the best we need to put some
efforts. As a result of this the Cable Digitization signals provided to the users
would be converted from analog to digital which will empower consumers to an
increased number of channels and high quality viewing like Digital Picture
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

quality, High definition (HD) Channel and High Definition Digital(HDD) Sound
Quality, which is not available without the set top box. This doesn't stop here as
per the audit conducted by the Government it is losing huge amount of service tax
which is collected by the consumers by the local service providers but not paid to
the government, the Cable Digitization will help curb the cheating taking place
with the consumers as there would to possible to monitor this mess. In the time
of competition it is tough to decide the best DTH service in India and to be the
best which is exactly taking those measures to ensure the viewers are given
better entertainment with the help of the technology to ensure that viewers
spend their valuable time on better products. Digitization of cable, driven by the
recent government ordinance, is expected to be a game changer, affecting the
entire value chain.
DTH operators are expected to be one of the beneficiaries of the government
mandate. While the governments mandate presents a significant opportunity for
MSOs and DTH operators, they may face several challenges and practical
difficulties in implementation, and adhering to the prescribed timelines for
digitization. DTH providers must ensure that they are making the right offering to
the right section of the population. Though the DTH market in India has not seen
the growth that was expected of it, there are still a host of reasons to be
optimistic. There are so many households across the country that do not yet
receive digital TV services, so many untapped areas, that, if the providers pitch it
correctly, there could be a considerable boom in the adoption of DTH. Regulatory
reforms will be a key to the fast development of DTH in the region. The average
time spent on TV by an individual in India is around 150 minutes per day it has
the potential to go up to over 200 minutes with digitization providing more
accessibility to content, as well as evolved marketing wooing audiences for higher
engagement.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Digitization of cable network offers tremendous potential for cable operators and
broadcasters because it will result in full addressability and eradicate under
reporting of any subscriber base. Consequently, there will be increase in
subscription revenues for them, a boon for multi-system operators (MSOs). With
greater bandwidth underground, the carriage cost paid by broadcasters to
distributors will come down but that will be well compensated by the increased
number of channels that the cable operators will carry. This will be real good
news to all players in the entire value chain. Over the years, the local cable
operators (LCOs) have been dominating the cable TV market by offering
video/pay-TV services. Digitization has changed all of that because billing
relationship or end-user management controlled by MSOs. This is in turn
streamline revenue distribution amongst broadcasters, MSOs, and LCOs. MSOs
have got a share of revenue from a significantly larger volume of subscribers (as
they will have the direct relationship with subscribers). In terms of average
revenue per user (ARPU) they found an upside because of subscribers consuming
and paying for value-added services and the opportunity to bundle broadband to
some digital customers. Cable industry has grown from 0.3 million cable homes in
January 1992 to an estimated 93 million cable TV homes in 2011. Furthermore,
there were around 20 pay channels in 1995, whereas today there are more than
800 channels registered with Ministry of Information & Broadcasting, out of
which around 167 are pay channels.
The exceptional growth in number of TV channels combined with the inherent
limitations of the analog cable TV systems has posed several challenges to the
cable TV sector, mainly due to capacity constraints and non-addressable nature of
the network. With time and evolution of technology, new addressable digital TV
platforms like DTH, IPTV etc. are now available. The evolution of technology has
also paved the way for bringing about digitization with addressability in the cable
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

TV sector. The digitization of cable TV is a step forward towards the removal of


the shortcomings of the analog cable TV systems like the non-addressability and
the capacity constraints. In the digital addressable systems, service providers can
offer more channels and consumers can select the channels of their choice. So, the
digital addressable system opens out additional business opportunities to the
service providers in the form of value added and interactive services. It would
enable provision of broadband and triple play (voice, video and data) services. In
addition, other stakeholders in the value chain would also potentially benefit
broadcasters by way of increase in subscription revenues and Government via
increase in service tax collections, and customers from an enhanced television
viewing experience.
In India going by the government mandates that the entire country has to get
digitized by December 2014. The timeline to complete the first phase of
digitization in the four metros has recently been extended to November 2013.
This is no doubt a positive move from a policy perspective because it opens up a
world of innovations for the Indian entertainment industry. A game changer in
every sense of the word, digitization will ensure that end consumers get access to
better quality content through a platform that is truly world class. Consumers can
look forward to a far better entertainment experience because it signals the
convergence of high-definition content and broadband accessibility. While
consumers are in for a treat, the cable TV industry itself would undergo to see
change.
According to the Telecom Regulatory of India (TRAI), there are over 200
broadcasters and about 600 television channels in India currently. Service
providers include over 6000 MSOs, 60,000 LCOs, besides seven satellite television
operators and many IPTV providers; the total number of TV households stands at
137 million. All this means a huge business opportunity for various players in the
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

value chain. What is being witnessed is actually just the beginning; it is expected
that after completion of Phase I digitization, an entirely new industry will emerge
as a well capitalized one that will help creates incentives at each end of the value
chain from content production to distribution and consumption. Experts also
agree that the quality of content will significantly improve as digitization
progresses.

1.8 Demand Supply Scenario:


The DTH service is in so much demand because customer wants independence
from the wired cable transmission because any fault in the cable or in the system
at the central place all the transmission and the quality reduces and also any
change in the system by the cable operator then all the settings of the channels
are disturbed. The customer has to watch that many channels which the operator
transmits, to get rid of all of this DTH services became very popular because of
the wide choice it gives to the customer, also since the transmission is digital and
since it is wireless it is very easy for a customer to install the connection where
ever they move. Irrespective of the location the customer can watch the channels
because of the technology the service provider uses. DTH providers use satellites
to transmit the signals to the customer which is so clear and accurate. Since now
a days as technology increased and everyone wants quality, sound and picture
quality in their TV sets because the TV sets are designed so and if a person
installs a cable connection then they cannot enjoy the clarity of the picture and
DTH removes all error and hurdles of broadcasting and give satisfaction to the
customer. Demand constraints and SCAR are the factors which effects the growth
of the industry. Growth determinant and high TV sales increase the chance for
more sales of set top box which will affect the growth. When the facilities of the
products increase it acts as a growth determinant. The different entertainment
channels and the news channels increase the growth to opt the DTH, some of the
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

DTH players are bringing innovative plans like live shopping, broad band, and etc
will act as growth determinants. DTH is one of the new technologies providing
various facilities to its viewers. Presently India has 9.5 million DTH homes and
every day the subscribers of DTH TV are increasing. Television holds an
important place in our lives its impact being seen amongst all sections and groups
of the society. Nearly 80 percent of households in urban areas have television
sets, the adaptation of technology has been much faster in the latter. Nearly 90
per cent of the digital TV market has dominated by Direct To Home (DTH) service
providers. The rest were being catered to by digital cable operators. The Indian
DTH market has reached the inflection
point and is set to overtake the United
States earlier than expected. With the
number of available TV channels
expected to increase from 70 to 500+,
consumers can expect better services
(HD, broadband) and a more personal,
interactive,

and

social

TV-viewing

Graph 7:- DTH subscribers


estimation
demand for the right kind of STBs will increase. STBs that come with a basic
experience. This also means that the

digital-to-analog converter, simple to user interface with channel listing,


favorites, parental control, and remote control unit would be the most sought
after one. If these solutions can additionally address the concern of piracy and
allow program tiring, it would help increase ARPU for MSOs. STB solutions, which
are HD TV ready, provide high-definition picture quality viewing support, video
on demand, data apps and over-the-top content will enable a true home theatre
digital experience to the viewers. The consumers today are more inclined toward
quality the key driver is added value and high-definition picture quality.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Consumers seek solutions that to take advantage of intelligence through cloud,


network, and clients to deliver a viewing experience of premium quality.
Architectures that deliver on these expectations let consumers easily search,
purchase, and play any content of their choice.DTH services enable consumers to
communicate, share, and manage their content and services within the same
immersive, multi-screen experience. The experience gets better when delivered
through an open platform that supports common industry standards. Such
solutions let service providers extend the experience across any managed or
unmanaged network, to any managed or unmanaged device.

1.9 Emerging Market Trends in DTH:


Indian DTH space is a rapidly rising industry. Since the time, it first arrived in
India, more and more new players are joining the bandwagon. Because of arrival
of new entrants, this industry has become very competitive which ultimately
results in customers getting more benefits and options of latest technology. DTH
helps in keeping broadcasters in direct touch with consumers which results to
eliminate the need of local cable operators. DTH technology works through direct
reception of satellite programmes with a personal dish. The mandatory cable TV
digitization is helping the Direct-to-Home (DTH), or satellite TV players, to
expand their subscriber
base, which stood over 48
million last year. While
phase 1 of digitization saw
around

10

million

TV

homes in the four metros


convert to digital, over 90
million analogue cable TV
Graph 8:- Share of DTH TV households in India
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

homes are estimated to go digital by the end of the fourth phase in December
2014. For the uninitiated, digitization is being carried out in four phases. In the
first phase, which ended on December 31, 2012, the four metros switched to set
top boxes (STBs). In the second phase, 38 cities in 15 states moved to STBs by
March 31, 2013. In the third phase the deadline for which is September 30, 2014
all urban areas of India have to switch to STBs. By December 31, 2014, the entire
country will have to switch to STBs. the DTH sector which has shown
phenomenal growth ever since, it is set to grow at an even more furious pace.
In 2003, when the first mover and the countrys largest DTH player, Delhi-based
Dish TV, launched Indias first DTH service, not many people knew about the
technology and its advantages.
The entry of other players such as Tata Sky, Sun Direct, Big TV, Airtel and
Videocon in the following years has added traction to the market. From one
service provider and a little over half-a-million subscribers at the end of
financial year 2011, Now DTH sector booming with six players and 48 million
plus subscribers, the DTH industry has come a long way in an analogue cable
dominated market. Though Dish TV comes through as the clear leader brand in
the DTH space, the other brands that lead the category are Tata Sky, Tata Sky+,
and Videocon D2H. Airtel Digital TV also finds a place, lagging slightly behind the
rest. The survey notes that the two players to have successfully built
'Differentiation' into their brands as a compelling proposition that stands out in
the mind of the customer which are the market leader Dish TV and the late
entrant Videocon D2H. On the other hand, early mover Tata Sky enjoys the
highest awareness and regard among consumers. Newer players like Airtel
Digital TV and Videocon D2H are seen as Customer Caring and Innovative,
respectively. When it comes to Total Consideration scores, Dish-TV again leads
the pack, followed by Airtel Digital. In fact, 45 percent of households clearly see
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Dish TV in their consideration set. The DTH market is on its exceptional growth
path in India, but the Internet Protocol Television (IPTV) market is lagging far
behind. IPTV, still in its nascent stage, is expected to grow at a CAGR of 79.5
percent to touch the 6-million subscriber mark by 2018. The dismal performance
of IPTV markets can see stupendous growth if the current weak state of
broadband penetration and poor infrastructure is restructured. "Riding high on
the digitization mandate, the DTH market is on an unprecedented growth
trajectory, and India is set to become the largest DTH market in the world.
Growing television penetration, emerging middle class and rising disposable
income has resulted in increased spending and rising demand for quality viewing
experience comprises of Industry Outlook, key Market Trends, Price Sensitivity
analysis, marketing Strategies and Other Technology Options. The industry
outlook gives detail about subscriber base, operators, Average Revenue Per User
(ARPU). Further, the Key Market Trends gives an insight into the industry. In the
Marketing Strategies section, various factors are explored which can accelerate
the growth pace of DTH subscribers in near future. It begins with the market
overview section that offers an insight into the Pay TV industry, its market size
and segments. This is followed by a brief history of the DTH segment and an
explanation regarding the DTH functioning process.
The overview of the DTH market including its market size and growth as well as
the market share of major players is listed. A brief description about the DTH
subscriber base and its average revenue per unit follows next. The revenue model
and a value chain analysis have been provided to highlight the major source of
revenue and its distribution. Furthermore, a Porters five forces model is
provided to understand the competitive scenario prevailing in the DTH market.
An analysis of the drivers and challenges explains the factors leading to the
growth of the industry. Huge market potential has been one of the key factors
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

augmenting the demand for DTH transmission. The Indian Pay TV market is small
by international standards, in terms of the total revenue generated. However, it
holds promise for long term players, to bear rich dividends. Currently,
broadcasters and content distributors such as MSOs and DTH operators seem to
operate with a focus on growing subscribers, even at the expense of profitability.
Media Partners Asia (MPA) has predicted that media owners and broadcasters
will instead focus on profits and cherry pick only profitable growth opportunities.
The Indian pay-TV sector generated sales of Rs. 29,250 Crores for financial year
ending March 2010. Total pay-TV subscription revenues will grow at an average
annual rate of 14 percent over the next 5 years and 10 percent over the next
decade reaching Rs. 38,400 crore by
2014 and more than Rs. 57,600 crore by
2020. The profits were modest with an
industry average profit pegged at Rs.
3,600 Crores. The sales are projected to
grow to Rs. 58,080 crore by 2014 and Rs.
88,800 crore by 2020. Simultaneously,
margins are expected to improve to 15

Graph 9:- Indian DTH subscribers


estimation till 2020

percent and 23 percent over the same period. Revenues from HDTV and VAS
(including VOD, HDTV and PVR) are projected to contribute more than Rs. 2,400
crore by 2014, rising to Rs. 7,200 crore by 2020. Digital CATV roll out in India is
expected to grow at a relatively slower rate. Digital cable will grow to 17 million
subscribers by 2014, and 29 million (out of a total 110 million CATV homes) by
2020. In 2009, 15 percent of India's pay-TV homes had at least 1 set-top box. This
number is expected to grow to 38 percent by 2014 and almost 50 percent by
2020 with HDTV gaining more traction after 2010, driven by DTH satellite
networks. Cable broadband is a key driver of future cable sector profits, which is
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

expected to grow from 850,000 homes in 2009 to 3 million by March 2014. The
Indian DTH net installed subscriber base (not necessarily active subscribers)
numbers is expected to double from 20 Million in 2012 (March) to 40 million by
2013 March

In addition the emergence of middle class and increase in

discretionary spending also promotes the growth of set top boxes. Increasing
television penetration accompanied with attractive offers and price war has also
been driving the TV and DTH market. Advantage for DTH players over traditional
cable operators add on to the potential for the growth of the DTH market.
Complete Digitization of TV services and increasing advertising revenues also
play a major role in driving the popularity of the DTH segment.
Partnerships with movie distributors, combined retail of LCDs and DTH
connection along with technological innovations have been emerging trends in
this market. Focus towards exclusive value added services by DTH players have
also been a significant uptrend in the market. The report also contains key
Government regulations faced by the industry. The competition section starts
with a price, feature and service comparison across different DTH players. This is
followed by a bubble chart where the relative positions of the players are
depicted with respect to their revenue, net profit and market capitalization or
total asset. It also includes profiles of the major players in the market along with
their financials. Key ratios and list of important contact persons are also listed.
Key geographic areas and major business segments are included as well. The
recommendation section provides insights into the future outlook of the market
as well as proposes actionable insights expected to lead to a growth in the
market. The market overview section that offers an insight into the Pay TV
industry, its market size and segments which is explain regarding the DTH
segment and DTH functioning process. The overview of the DTH market including
its market size and growth as well as the market share of major players is listed.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

A brief description about the DTH subscriber base and its average revenue per
unit follows next. The revenue model and a value chain analysis have been
provided to highlight the major source of revenue and its distribution.
Furthermore, a Porters five forces model is provided to understand the
competitive scenario prevailing in the DTH market.An analysis of the drivers and
challenges explains the factors leading to the growth of the industry. Huge market
potential has been one of the key factors augmenting the demand for DTH
transmission. Advantage for DTH players over traditional cable operators add on
to the potential for the growth of the DTH market. Threat from substitutes and
the demand and supply gap for transponders adversely affect the growth of this
market. Strict regulations and cap on foreign investments also act as a hurdle for
the growing industry.

1.10 Opportunities and Challenges in DTH Sector:


It has been the vast potential of the Indian DTH market since it was established in
the early 2000s. There has been huge growth in the number of DTH households
but the market has not accelerated as it was expected to. Indias penchant for
DTH has been fuelled by economic growth. India is getting wealthier and as a
result, the population is now earning more, meaning that they have more
disposable income to spend on items such as TV sets. In fact, the Indian TV
market is massive, there are 130 million TV households in the country. At
present, only a fraction of the population has access to DTH services. The
potential is phenomenal. New technology such as HD is also attracting customers.
People are also beginning to realize that DTH offers them flexibility in terms of
viewing, DTH offers an array of features and options that enhance the viewing
experience, the regional content that is offered.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Quality

DTH

Cable

Economical
Disruption due to bad
weather
Disruption due to power
cut-off

Less

More

Yes

Yes

No

Yes

Easy managing of packages

Yes

No

Quality of set top boxes

Good

Normal

24/7 Helpline

Yes

No

Portability

Yes

No

Payment

Pre-paid

Pre/Post-paid

Regional Channels

More(Fulfill Need
Less
According to demand)

Pause/Record/Rewind

Yes

No

Table 2: Comparison of DTH and Cable


India has a very scattered population compounded with vast geographical
diversifications. Cable TV operations involve the process of transmitting signals
through wires and cables. Due to the distances between habitats the cable
operators have to bear huge expenses in order to reach the subscribers and the
returns hardly suffice the expense borne by the operators. Thus, the operators
shirk from catering to the population where the distance between the subscribers
is great. This limits the reach of Cable-TV. Resultantly Cable TV is concentrated in
the urban areas of the country where buildings and residential areas are close to
each other.
1. On -the other hand, DTH can provide a nationwide coverage irrespective of
scattered habitats, mountainous terrains etc. As it is exclusively at the
disposition of the viewer it can penetrate into every nook and corner of the
country. Moreover it is free from the messy entanglements of wires and cables.
2. While a Cable TV dish needs much space and provides only a. few channels, a
DTH dish is only about 50 to 60 cms in diameter and can easily fit into a balcony
of a subscriber. It offers a great number of channels under one umbrella.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

3. In a DTH service the signals are digitized, ensuring superior video and audio
quality, almost CD or DVD likes. The digital technology can also offer a video
channel with multiple audios.
4. One of the best features of DTH service is that it can offer addressable and
interactive services. The DTH service also features Karaoke facilities. The
information-based programmes can become interactive. Data services, pay per
view, and video on demand can be offered by a DTH service.
5. In DTH service the signals are encrypted. A viewer has to acquire a dish
antenna, integrated receiver decoder and smart card to be able to receive the
signals. This stops the unauthorized access to the signals by non-subscribers.
6. The Digital Video Server technology employed in DTH delays the incoming
feeds by selectable intervals ranging from seconds to hours. This facilitates
editing and on-site censorship of program. It also incorporates an automation
system that allows muting, freezing and block replacement of programming.
With these advantages over Cable TV, DTH currently has emerged as one of the
most dynamic television services with a high potential for growth and large
market. But it isnt devoid of drawbacks which somewhat discolor its advantages.
Industry professionals, though vying with each other to get on the DTH platform
as early as possible are full of apprehensions about the success of DTH in Indian
conditions.

Major Challenges:
The appetite of the viewers is increasing and nowadays people are not satisfied
with the conventional broadcasting only. Broadcasters need to provide their
content on all possible carriage ways. New media including IPTV, mobile TV, and
Consumer Tube, this would complement for traditional broadcasting. The
foremost challenges on the technology front are digitization of infrastructure and
migration to HDTV. Broadcasters need to define how they traverse on the
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

digitization path and put in serious efforts to decide what services they have to
deliver to viewers. Systematic phasing out of analog system in broadcasting is a
prominent task to meet the analog switch-off deadlines. Digital TV is not restricted
to traditional home devices alone but is also available on personal devices.

1.11 Nagpur city overview:


Nagpur is known as a second capital of Maharashtra. In 18th era the city was
created by leader of Gond Tribes named as Bhakt Buland in the first half of
century. The Nagpur Municipal Corporation makes city beautiful by developing
well. According to census report of 2011 the population of Nagpur is 25 lakh.
Before that the Nagpur was the capital of Madhya Pradesh so the basic language
spoken is Marathi but it mixed up with Hindi, and now the languages spoken here
are Hindi and Marathi. The climate of Nagpur is sometime extreme as per
seasons, in summer the temperature reaches high unit. Nagpur is a multicultural
city, people of different religious beliefs exist in harmony in this place. The
several religious communities of Nagpur are Hindus, Muslims, Jains, Christians
and Paresis. The Nagpur is a pre-planned city thats why the sources of
entertainment and taste and preferences about any product and service is varies
according to religion. Due to the center of the India the links are best between the
major means of transport that is by road, by train and by air. The two national
highways NH 6 and NH 7 are passing
through Nagpur. "Nagpur City" is situated
precisely at the heart of the India with the
Zero

Mile

Marker

specifying

the

geographical center of India. Nagpur is


famous for its oranges and also known as
Tiger land of Maharashtra state. Nagpur
Figure 3:- Nagpur City location
in Indian map
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

people are gets advance, their lifestyle is getting change, these people adapts
advance technology and thats why www. nagpurpeople.com will serve to have
all the info Consumer need about Nagpur at Consumer finger tips. Get detailed
information on top stories of the Nagpur cities, Nagpur pin codes, picnic places in
Nagpur, Nagpur business, coaching classes in Nagpur, corporate Banks in Nagpur,
Blood Bank in Nagpur, Hotels club and Restaurant in Nagpur, Hospitals in
Nagpur, Nagpur School Colleges, Nagpur Cargo Hub SEZ, Mihan in Nagpur,
Nagpur Jobs, Nagpur Education institutes, Tour and Travels agencies, Garden &
Lakes in Nagpur. Religious places in Nagpur, Computer and IT companies in
Nagpur, Movie Release and Theaters in Nagpur city, live cricket score and several
other services and information about Nagpur city. This site also allows Consumer
to make and find new friends. Nagpur is an emerging Metropolis of India and the
fastest growing crorepati city. Nagpur has been the main center of commerce in
the Vidarbha region since early days and is an important trading location.
Nagpur's economic importance had gradually declined relative to Mumbai
and Pune after the merging of Vidarbha into the Maharashtra because of a period
of neglect by the state government. During the slowdown, state and central
government offices were a major source of employment. Nagpur's economy is
currently recovering from past slowdowns and the city has attracted Rs. 5,000
crore in investment in 2003. It was ranked the 11th most competitive city in the
country by the Institute for Competitiveness in its 2012 report. Nagpur city is
important for the banking sector as it hosts the regional office of Reserve Bank of
India, which was opened on 10 September 1956. The Reserve Bank of India has
two branches in Nagpur in which one of it houses India's entire gold
assets. Sitabuldi market in central Nagpur, known as the Heart of the city, is the
major commercial market area.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

1.12 Facts about Nagpur:


The Nagpur Municipal Corporation (NMC) is an important part of Nagpur
administration. The weather of Nagpur is not humid at all. The city of Nagpur has
a well-built infrastructure. The Nagpur infrastructure will be further enhanced
with the establishment of two Information Technology parks in the city. It is well
linked by all the major means of transport, that is, airways, roadways and
railways. The transport communication of the city of Nagpur makes it easily
accessible from the rest of the country. The Nagpur airport or the Dr. Babasaheb
Ambedkar International Airport operates both domestic as well as international
flights. The two important roads in the city are the National Highway number 6
and the National Highway number 7. The railway station of Nagpur links up the
city with many other major places of India. The Nagpur railway station is a
railway junction situated on the railway lines of the south-eastern and the central
parts of India.

1.13 City Structure


The Railway line divides the city of Nagpur into two parts. To the east lies the old
city, wholesale market, textile mills, i.e. Empress Mill and Model Mill and Medical
Colleges while on the west are the prime residential areas, Civil Lines, State and
Central Government offices and majority of the educational Institution,
University, Air Maintenance command.
The western part of the city also has
water tanks i.e. Gorewada, Ambazari,
Phutala

and

Sonegaon

tank.

The

extreme west and Northwest is covered


by low hills and forest. Between
Amravati and Hingna road, touching
Figure 4:- Nagpur City Structure
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

western limits of the city is the Maharashtra Industrial Development Corporation


and the Ordinance Factory. The eastern part of the city is the traditional old retail
and residential areas, which includes areas like Sadar Bazaar, Sitabuldi,
Ganeshpeth, Siraspeth, and Dhantoli and Mahal.

1.14 Cable Broadcasting in Nagpur City:


Nagpur Today tried to get the official words from the authority from UCN and
BCN too. However the concerned person from BCN preferred to keep tight lipped
over the matter but UCN officials remained too busy to come out with the
comment. Many consumers are paying more for cable television due to delay
in finalization of cable packages by multi-system operators like UCN, BCN,
etc. These operators are bargaining hard with various channels regarding the
royalty to be paid to the channels. It will be another two to three months before
the packages are announced. Cable consumers in most upper and middle-class
localities are being charged Rs250 per month, but the rate in slums and lowermiddle-class areas is Rs100 per month. The rates in other areas depend on the
paying capacity of the consumers. Nagpurs rapidly growing multi service
operator (MSO) GTPL is currently running three 247 local channels
dedicated to music, movies and news in Nagpur. Local cable channels come
under the Cable Television Networks (Regulation) Act 1995 but this has several
loopholes, including lack of clear definition for a cable operator and its
jurisdiction which allow them to operate without permission from the ministry.
These loopholes have led to several instances where cable operators have begun
broadcasting news over a larger area including intra-state and interstate
transmission. The ministry on asked TRAI to put in place a comprehensive set of
provisions relating to the registration mechanism, including eligibility criteria,
fee, terms and conditions provided for such channels, clear definition of local or
ground based channels and their area of operation.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

1.15 Nagpur Administration:


The administration of Nagpur is handled by the state government of Maharashtra.
For the convenience, the state government has set up a municipal corporation in
the city to look after the administration related with the commercial city of
Nagpur. The city of Nagpur is divided into 13 talukas and 1873 villages for the
convenience of administration. There is 1 katak mandal, 10 nagar parishads, 778
gram panchayats and 13 panchayat samitis. The city has 121 police outposts and
59 police stations. The mayor of the Nagpur Municipal Corporation (NMC)
heads the corporation. The person who helps the mayor in the
administration of Nagpur is known as additional municipal commissioner
and municipal commissioner. The Nagpur Municipal Corporation (NMC)
manages the important sections of administration at Nagpur. These sections
include services related to the licenses of trade and the registration of the birth
and death of the citizens. The most appreciated aspect of Nagpurs administration
is its transparency. The different kinds of problems of the citizens against the
Nagpur administration are regularly noted down by the Nagpur Municipal
Corporation (NMC) in order to further improve the facilities given to the citizens
by ordering the authorities associated with the administrative work of the city.

A) Demographics:
As of the 2011 census, Nagpur municipality had a population of around 25 lakhs.
the urban agglomeration had a population of 2,523,911. The municipality had
a sex ratio of 961 females per 1,000 males and 9.9% of the populations were
under six years old. Effective literacy was 93.13%; male literacy was 96.16% and
female literacy was 89.99%. Hinduism, Islam, Buddhism and Jainism are four
major religions in Nagpur with 66.0%, 11.0%, 20.0% and 1.5% of the population
following them. Others are 1.5%. 52.5% of Nagpur's population is in the 1559
years age category. Around 11% of the population is under 6 years of age.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

B) Education:
Nagpur is a major education center in Central India and attracts students from all
over the country. The city is also home to three medical colleges the
Government Medical College, Indira Gandhi Government Medical College, and
privately run NKP Salve Institute of Medical Sciences. Additionally, Nagpur, next
to Pune has the largest number of engineering colleges in and around a city in
Maharashtra like the Visvesvaraya National Institute of Technology (VNIT)
(which is now a deemed university) and the Laxminarayan Institute of
Technology

1.16 Places and sources of entertainment in Nagpur City:


There are number of movie theatres in Nagpur. Here, one can enjoy Hollywood,
Bollywood and Marathi films. Marathi theatre is known to be one of the oldest
and well established of regional theatres in India. So, one can enjoy the taste of
Marathi theatre in Nagpur as well. Tamasha is another form, which can give
tourists a different taste. Ashirwad, Alankar, Amardeep, Anand, Bharat,
Chitra, Geetanjali, Jaishree, Janki, Sudama, Laxmi, Smruti, Sangam, Regent,
Regal, Rajvilas and Liberty are some of the important cinemas in Nagpur.
Tourists can also pass their time at amusement parks. Ocean Aqua World at
Hingna Road, Essel World at Dr A B Road, Fun N Food Village at Amravati Road,
Polo Amusement and Nagpur Fun world are the important amusement parks in
Nagpur. Mazda Creative, Drishti, Gift Land and Vernacular Art N Craft are the
important art galleries in Nagpur, where exhibitions on different arts are
happening. And as far as sources are concerns people of Nagpur are very joyful
and ready for any enjoyment.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

1.17 Language, Culture and places of interest in Nagpur City.


Nagpur enjoys a cosmopolitan culture for two reasons. This is primarily due to
two reasons. First is Nagpurs geographical and cultural proximity to the
neighboring states of Madhya Pradesh and Andhra Pradesh. Second is the
presence of several central government offices and institutes in the city, because
of which people from all parts of the country make Nagpur their home for
extended periods. Together this has meant that English and Hindi enjoy a
status that is at par with that of the citys native language is Marathi.
The food culture in Vidarbha is quite distinct from rest of Maharashtra. Nagpur is
famous for Saoji restaurants. Saoji food is very spicy but not harmful to the
body, as the process of cooking has been modified to overcome any health
problems. The city contains people from other Indian states as well as people
belonging to the world's major faiths and known for staying calm during
communal conflicts in India. Nagpur plays host to cultural events throughout the
year. Cultural and literary societies in Nagpur include Vidarbha Sahitya Sangh
(for development of Marathi), Vidarbha Rashtrabhasha Prachar Samiti
(promotion and spreading Hindi) and Vidarbha Hindi Sahitya Sammelan (for
promoting Hindi). Marathi Sahitya Sammelan, the conference on Marathi
Literature was held twice in Nagpur city. The South Central Cultural Centre also
sponsors cultural events in Nagpur city, such as the Orange City Craft Mela and
Folk Dance Festival, Vidarbha which is noted
for its numerous folk-dances. Nagpur is a
head office of Aadim Sanvidhan Sanrakshan
Samiti (working for the rights of scheduled
tribes). Newspapers are published from
Nagpur in Marathi, English and Hindi. In
Figure 5:- Zero Mile place at
Nagpur
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

addition, The Government of Maharashtra organizes a week-long Kalidas Festival,


a series of music and dance performances, by national level artists. The Nagpur
Central Museum (est. 1863) maintains collections are mainly for Vidarbha region.
Three brothers Ghulam Ali (Kotwal), Mohammad Saaduddin (Subedar) and
Mohammad Saladuddin(Minister and Kotwal) from Jhajjar are remembered
as great scholars of Urdu and Persian during the reign of Maharaja
Senasaheb Subha Chhatrapati Raghuji Bapusaheb Bhonsle III. They founded
'Jhajjar Bagh' at Hansapuri (Now Mominpura). In this location, they built their
residence 'Aina-e Mahal', a well and a Masjid (now Masjid Ahle Hadith). 'Jhajjar
Bagh' also known as 'Subedar ka Bada' was located where nowadays Mohammad
Ali Road at Mominpura, Jamia Masjid, Mohammad Ali Sarai and Furqania Madrasa
are located. Deekshabhoomi, the largest hollow stupa or the largest dome shape
monument and an important place of dalit buddhist movement, is located in
Nagpur. Every year on the day of Vijayadashmi i.e. Dasehara, followers of
Ambedkar visit deekshabhoomi. The 14 March, which is birth date of Dr. B. R.
Ambedkar is celebrated. The most famous Temple in Nagpur is Tekdi
Ganesh Mandir, and is said to be one of the Swayambhu (means SelfManifested) temple in city. Sri Poddareshwar Ram Mandir and Shri
Mahalaxmi Devi temple of Koradi is important Hindu temples Religious
events are observed in the city throughout the year. Ram Navami is
celebrated in Nagpur with shobhayatra
with a procession of floats depicting
events from the Ramayana. Processions
are also held on important festivals of
other religions such as Dhamma Chakra
Pravartan Din,

Vijayadashami, Eid-EFigure 6:- Diksha Bhoomi place


at Nagpur

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Milad, Guru Nanak Jayanti, Mahavir Jayanti, Durga puja ,Ganesh Chaturthi and
Moharram. Like the rest of India, Nagpurkars celebrate major Hindu festivals like
Diwali ,Holi and Dussera with enthusiasm. Celebrations lasting for several days
are held on Ganesh Chaturthi and Durga Puja festivals in virtually every small
locality in the city. The city also contains a sizeable Muslim population, and
famous places of worship for Muslims include the Jama Masjid-Mominpura and
Bohri Jamatkhana, Itwari. The most famous Dargah of Hazrat Tajoddin Baba at
Taj Baug. The St. Francis De Sales Cathedral is located in Sadar as well as the All
Saints Cathedral church. (LIT), as well as several reputed public as well as private
colleges like Hislop College and Shivaji Science College. and importantly Low
pollution levels, low travel time, cosmopolitan environment, scenic beauty,
people friendliness, professionalism, ample entertainment and recreation
facilities have been quoted as the other reasons for the citys attractiveness by
locals as well as the migrants.

1.18 State and State Agencies


The two main institutions involved in the planning and development of Nagpur
are the Nagpur Municipal Corporation (NMC) and the Nagpur Improvement Trust
(NIT). While the NMC is the elected civic governing body, the NIT is the sole
authority for land planning and land acquisition in the city. It carries out works
like development of civic infrastructure and new urban areas on behalf of NMC.
Nagpur is also the state's second capital, and the winter session of the
Maharashtra Legislative Assembly is held here every year. The city is also the
headquarters for the respective administrations of Nagpur District and Nagpur
Division.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Nagpur District at a glance


Geographical Area

9892 Sq. Km.

Population (2011 Census)

2,405,421

Males

1,226,610

Females

1,178,811

urban / metropolitan population

2,397,777

Males

1,275,750

Females

1,222,027

No of Households

8,38,599

Density of population (persons/sq km):

370

Urban Population

63%

Sex ratio (females to 1000 males)

933

Literacy rate Percent

2,018,598 / 93.13 %

Rural

61.68%

Urban

80.91%

Area

217.65 km2

Telephone Code

+91-712

Total Geographical Area

986000 Hectares

Forest Covered Land

139000 Hectares

Number of Villages
Govt. Body
Mayor

1869
Nagpur Municipal Corporation (NMC)
Anil Sole (BJP)

Source of Information :

India census 2011/


http://www.nagpur.nic.in/

Table 3: Nagpur District at a glance/census Information

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Catchment for fresh talent

Nagpur, Chattisgarh, upper Andhra


Pradesh, Madhya Pradesh, Vidarbha

Annual number of students enrolled


annually in graduate & post graduate
courses

18,000

Number of engineering + polytechnic


colleges, IT training centers &
Management institutes

16 engineering & polytechnic colleges


and 9 IT training centers
4 management colleges

Top companies operational

IT Lambent Technologies, Persistent


Technologies, Indo Pacific Software &
Entertainment Ltd.
ITES Ascent Transcription, DMC, ACES
e-technology Solutions, Easy pack

Table 4: Nagpur Employment Centers


Source: STPI Nagpur

a) Telecommunication

and

broadcasting

infrastructure

of

Nagpur
The last 2 decades have seen Nagpur emerge as an educational centre for
engineering. Domestic export oriented companies (especially IT focused) have
expanded into Nagpur from locations like Pune and Bangalore due to large
operational cost savings, proximity of fresh talent and possibilities of inter
academic tie-ups. The region is an educational belt for engineering. Nearly 45 to
50% of the IT talent is directly recruited from campus by TCS, Wipro
Technologies, and Infosys & IBM for their operations in the metropolitan centers.
Existing companies also consider the strategic position of Nagpur beneficial in
historically attracting talent from regions of Vidarbha, Chattisgarh, upper regions
of Andhra Pradesh, Madhya Pradesh. Talent from these regions looks towards
Nagpur as the main employment centre.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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Telecom and Physical Infrastructure


Vendors & Media available

STPI, VSNL, Tata Indicom, Bharti, Reliance Infocomm,


Zee DishTV Transmission Line, Idea, Vodafone,
Videocon telecommunication, fiber optic connectivity
is available. Currently BSNL & STPI have their satellite
earth stations in Nagpur & last mile connectivity is
being provided through optic fiber and radio.

Bandwidth

STPI, Nagpur has got STM1 i.e. 155 Mbps fiber optics
bandwidth backed by one dedicated Earth Station of
80 Mbps capacity. STPI, Nagpur has a tie-up with
many International bandwidth providers for IPLC
circuits.

Routes & vendors

Redundancy in optic fiber routes as connected to


submarine landing stations at Mumbai as well as
Chennai.

Cost of a 2 MBPS line

1,500,000 for IPLC connection and 1:1 local loop

Last mile connectivity

Currently local loop provided by BSNL & STPI, Tata,

vendors

Reliance, Bharti services could be availed.

Table 5: Telecom and Physical Infrastructure of Nagpur

1.19 Product Line of DTH Available in Nagpur City


a) Range of products

Set-Top-Box.

Head-Antenna.

Cable

DVD

Remote

LCD TV/PLASMA TV/CATHODE RAY TV/LED TV

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Product description
i)

SET-TOP-BOX:

The set top box comprises of the MPEG-2 OR MPEG-3 with DVB2 technology.

ii) Head-antenna:
Antenna which receives signals directly from satellites,

iii) Cable:
Cable connects antenna to the set up box

iv) DVD:
One of the recent entrants into DTH industry is Videocon. This came with set top
box with DVD

v) ACCESS CARD:
The access card is another important thing in the set top box setup where the
access card will receive the signals directly from satellite trough head top
antenna

vi) LCD TV:


Some companies are offering the whole set of LCD TV with DTH connection and in
the case of cathode ray tubes and in case of PLASMA

vii) Remote:
A compactable remote for both SET UP BOX and TV is used in operating both TV
and Set top box.

viii) Complimentary Goods:


LCD TV, DVD, CT TV, Cables, plus box, Ups, Home theaters, sound box, plastic and
paper which are used for recharge cards.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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ix) Substitutes:
Local Cable Operators, Inter-Net which is bringing many facilities like live TV
channels, along with the net browsing, Theaters, radio stations, I pods.

1.20 List of DTH Service Providers in Nagpur City:


There are 7 main DTH player exist in Nagpur city market these are as follows;
Doordarshan (DD-Direct +)
Dish TV of ZEE group
Tata Sky joined venture between Tata and Rupert Murdochs Sky TV.
Sun direct of Sun Network.
BIG TV of Reliance Anil Dhirubhai Ambani group.
Airtel digital TV of Bharati telemedia
Videocon D2H of Videocon industries

1) Doordarshan (DD-Direct +)
Categorization of players in the industry Government owned player: DD
DIRECT+ Doordarshan is the public television broadcaster of India and a
division of Prasar Bharati, this public service broadcaster nominated by the
Government of India. It is one of the largest broadcasting organizations in the
world in terms of the infrastructure of studios and transmitters. It has also
started Digital Terrestrial Transmitters. On September 15 2009, Doordarshan
celebrated its 50th anniversary. Doordarshan
had a modest beginning with the experimental
telecast starting in Delhi on 15 September 1959
with a small transmitter and a makeshift studio.
The regular daily transmission started in 1965
as a part of All India Radio. The television
service was extended to Bombay (now Mumbai)

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Figure 7: DTH equipment of


Doordarshan DD-Direct +

A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

and Amritsar in 1972. Till 1975, seven Indian cities had television service and
Doordarshan remained the only television channel in India. Television services
were separated from radio in 1976. Each office of All India Radio and
Doordarshan were placed under the management of two separate Director
Generals in New Delhi. Finally Doordarshan as a National Broadcaster came
into existence. National telecasts were introduced in 1982. In the same year,
color TV was introduced in the Indian market with the live telecast of the
Independence Day speech by then Prime Minister Indira Gandhi on 15
August 1982, followed by the 1982 Asian Games being held in Delhi. Now
more than 90 percent of the Indian population can receive Doordarshan (DD
National) programmes through a network of nearly 1300 terrestrial transmitters
and about 36 Doordarshan studios produce TV programs today. DD Direct+ is a
free Direct to Home (DTH) service that provides satellite television and audio
programming to households and businesses in the Indian subcontinent. Owned
by parent company Doordarshan, DD Direct Plus was launched on December 16,
2003. Now chairman of DD plus+ is Shri Arun Bhatnagar and CEO is B S Lalli
under the ministry of information and broadcasting.

2) Dish TV
Dish TV is the first private DTH satellite television provider in India, using MPEG2 digital compression technology, transmitting
using NSS Satellite at 95.0. Dish TV's managing
director and Head of Business is Jawahar Goel
who is also the promoter of Essel Group and is
also the President of Indian Broadcasting
Foundation and Mr. Subhash Chandra is the
Chairman of Dish TV. Dish TV is a division of
Figure 8: DTH equipment of
Dish TV
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Zee Network Enterprise (Essel Group Venture). EGV has national and global
presence with business interests in media programming, broadcasting &
distribution, specialist packaging and entertainment. Zee Network incorporated
with

DISH

TV

to

modernize

TV

viewing

by

digitalizing

Indian

entertainment, this enterprise brought best television viewing technology


to the living room. It not only transmits high quality programmes through
satellite but also gives a complete control of selecting channels and paying. Dish
TV DTH service was launched back in 2003 by Essel Group's Enterprises. Dish TV
is on the same satellite where DD Direct+ is. Dish TV started its service in
Pakistan with the collaboration of Budget Communication. Dish TV was only DTH
operator in India to carry the two Turner channels, Turner Classic Movies and
Boomerang. Both the channels were removed from the platform due to unknown
reasons in March 2009. Dish TV uses NSS-6 to broadcast its programmes. NSS-6
was launched on 17 December, 2002 by European-based satellite provider, New
Skies. Dish TV hopped on to NSS-6 from an INSAT satellite in July 2003. The
change in the satellite was to increase the channel offering as NSS 6 offered more
transponder capacity.

3) Tata Sky
Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital
compression technology, transmitting using INSAT 3A at 83.0.

Tata sky is

incorporated in 2003.Tata Sky is a Joint


Venture between the TATA Group and
STAR. Tata Sky DTH endeavors to offer
Indian viewers a world-class television
viewing experience through its satellite
television service. It comprises 93 operating
Figure 9:- DTH equipment of
TATA SKY
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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companies in seven business sectors and diversified group of information


systems, communications, engineering, materials, services, energy, consumer
products and chemicals. The TATA Group has operations in more than 30
countries across six continents and its companies export products and services to
130 nations. The Group and its enterprises have been steadfast and distinctive in
its adherence to business ethics and their commitment to corporate social
responsibility. This is a legacy that has earned the Group the trust of many
millions of stakeholders in measure few business houses anywhere in the world
can match. The SKY brand, owned by the UK-based British Sky Broadcasting
Group, brings to Tata Sky the reputation of more than 20 years experience of
satellite broadcasting. SKY is well known for the innovative products and services
launched by B-Sky, such as DTH broadcasting in 1989, digital satellite
broadcasting in 1998, interactive television services in 1999 and the SKY+
personal video recorder in 2001. Tata Sky joins an international group of DTH
businesses that includes platforms as far apart as the UK and Italy in
Europe, Mexico and Brazil in Latin America. Tata Sky Ltd is the First Indian
DTH provider to be awarded the ISO 27001:2005 accreditation, the ultimate
benchmark for information security.
The assessment for the certification was conducted by Intertek Systems
Certification, the management systems registration business unit of Intertek
Group plc and is accredited by several internationally recognized accreditation
bodies worldwide. In October 2008, Tata Sky announced launching of DVR
service Tata Sky+ which allowed 35 hours of recording in a MPEG-3 compatible
Set Top Box. The remote is provided with playback control keys and is being sold
with special offers for existing subscribers. Tata Sky was selected as a SUPER
BRAND for the year 2009-2010 by an independent and voluntary council of

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experts known as Super brands Council. It is the only Indian DTH to have won
this distinction.

4) Sun Direct:
Sun Direct is a DTH satellite television provider in India, using MPEG-3 digital
compression technology, transmitting using INSAT 3B at 93.5E. It is the
country's first MPEG 3 technology DTH service provider. Sun Direct is a DTH
service in India headquartered in Chennai, Tamil Nadu. Sun Direct TV was
registered in February 16, 2005. However, the failed launch of INSAT 3C resulted
in a lack of transponders, delaying the launch. The service was finally launched on
December

2007

after

availability

of

transponders from INSAT 3CR. Because of


the lowest pricing of any DTH in India Sun
Direct spread rapidly all over the country.
On December Sun Direct was launched in
Mumbai and announced its pan India
launch. By 2009 it became leading DTH Figure 10:- DTH equipment
of SUN DTH
provider with 3 million subscribers. This makes it 3th largest DTH service
provider of India. In March 2009 Sun Direct officially launched its High-Definition
service in India. Sun Direct uses the latest MPEG-3 based technology to increase
broadcast capacity. Sun Direct provide next-generation services in fast-growing
and emerging markets quickly and efficiently. Sun Direct selected Oracle based on
its convergent multi-service capabilities and proven real-time scalability allowing
it to consolidate billing operations, enables powerful new service offerings and
improves visibility into customer information across services.

5) Reliance Big TV
Reliance BIG TV is a DTH satellite television provider in India based in Navi
Mumbai, using MPEG-3 digital compression technology, transmitting using
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MEASAT-3 91.5east. It is the 5th DTH service


launched in India. Reliance BIG TV limited is a
part of Reliance Communications Ltd., a
subsidiary of Reliance Anil Dhirubhai Ambani
Group founded by the Late Dhirubhai Ambani,
the Indian business tycoon and owned by his
son Anil Ambani. BIG TV started operations Figure 11:- DTH equipment of
Reliance Big TV
from 19 August 2008 with the slogan "TV ho Tho BIG Ho" ("If Consumer have a
TV, make it BIG"). It currently offers close to 200 channels and many interactive
ones, 32 cinema halls (i.e. Pay Per View Cinema Channels) as well as many Radio
channels. The company plans to increase the number of channels in the near
future to 300 and begin High Definition (HD) broadcast. It is the first Pan-India
DTH provider that uses MPEG-3 technology for broadcasting. There are also plans
to introduce services like i-Stock, i-News and other such interactive services in
the future. Reliance BIG TV was launched on August 19, 2008 with the sole aim of
providing the consumer with quality and enriched home entertainment service at
value-driven pricing. Reliance BIG TV's launch in August was probably the
biggest roll-out in home entertainment ever and deployed the most
advanced MPEG3 technology that enabled them to deliver best quality
digital audio-video to the consumer. It also got prepared for the future
when Hi-Definition TV will be launched in India because only MPEG3
technology can support HD TV and not MPEG2 which is used by the earlier
entrants in the DTH industry. Reliance BIG TV's retailer network is spread
across 100,000 outlets in 6,500 towns in India. This was literally unheard of in
the DTH industry. They had effectively out-stripped the competition here. When
it came to pricing, packaging, and their introductory offer stood at Rs. 1,390/-

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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with 3 to 6 months of free subscription. They also introduced 32 Pay-Per-View


Movie Channels, the highest by any DTH player.

6) Airtel digital TV
Bharti Airtel Limited is the flagship company of Bharti Enterprises and is Indias
largest integrated and the first private telecom services provider with a footprint
in all the 23 telecom circles. As India's leading telecommunications company, the
Airtel brand has played the role of a major catalyst in India's reforms,
contributing to its economic resurgence. Airtel since its inception has been at the
forefront of technology and has steered
the course of the telecom sector in the
country with its world class products and
services. Airtel Digital TV is a DTH (Direct
to Home) service from Bharti Airtel. It
uses MPEG-3 digital compression with
DVB-S2 technology, transmitting using
INSAT 3CR 73E. Airtel digital launched on

Figure 12:- DTH equipment of


Airtel Digital TV

8 October, 2008 with a 360 degree mega campaign 'Come Home to the Magic.
Since then it has launched 2 other campaigns Stars come home (March 2009)
and DTH Picture Clarity (August 2009) has increased its channel base to 183+
channels. Airtel digital TV is now amongst the fastest growing DTH brands in the
country and is available across 5000+ towns in India. It has also been ranked as
the best DTH service by Living Digital magazine.. Airtel digital TV and other
DTH players have a bright future in Indian market as the people are getting more
attracted towards DTH because of its quality and afford abilities.

7) Videocon D2H:
Videocon D2H is a DTH satellite television provider in India based in Mumbai,
using MPEG-3 with DVB S2 digital compression technology. Videocon Leasing &
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Industrial Finance Limited was incorporated on


3th September, 1986 as Adhigam Trading
Private Limited.

In terms of the necessary

resolutions Passed under Sec. 21 of the


Companies Act, 1956, the name of the Company
was changed to Videocon Leasing & Industrial
Finance Limited on 13th February, 1991. The

Figure 13:- DTH equipment


of Videocon D2H

Company received a fresh certificate of incorporation from the Registrar of


Companies, Gujarat at Ahmadabad on 13th February, 1991. Videocon D2H
launched May 1, 2009. It came with a very good strategy for selling both of its
electronic products like TVs DVDs along with the new set top box. This is
offering direct to TV without any set top box also. Only the antenna is enough, it
also came with DVD which is connected directly to the TV or antenna is
connected to DVD which gives a best quality of output.

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Chapter-2
Direct to Home
(DTH) Services at
Nagpur

People influence people. Nothing influences


people more than a recommendation from a
trusted

friend.

trusted

referral

influences

people more than the best broadcast message.


A

trusted

referral

is

the

Holy

Grail

of

advertising.- Mark Zuckerber, Facebook

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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Chapter-2
Direct to Home (DTH) Services at Nagpur
2.1 Introduction:
The Cable broadcasting started in Nagpur in the year 1991 with aim of getting up
satellite network in the heart of India i.e. in Nagpur. Over a period, Nagpur
achievements with the formation of Universal group had been exceptionally
remarkable and acknowledged in the specialized filed of infrastructure in Central
India. Nagpur Concern has spread its wings having more than 182 Digital
channels & 92 Analogue Channels network with unique INFO CHANNEL giving
live Train & Airway arrival - departure Time Table live from Railway Station &
Airport. Songs on demand, 24 Hours Nagpurs news Hindi & Marathi, Live
coverage of Assembly Session from Vidhan Bhawan and Vidhan Parishad also
many important events of the region are covered live through Nagpur channel
apart from regular channels.
Nagpur itself has proved a unique catalogue of Nagpurians and Vidharbhiyans for
satellite Networking and proving full of sensational thrills informative, educative
and entertaining programs beside Local News. Being a city based entertainment
concern, also flashes time to time extravaganza meets, intercollegiate dance
competitions, housie and children shows with steam of talented participants. In
the heart of India has already emerged popular among masses and has a viewer
ship of 80 % of Nagpur Population with an expansion plan in hand and 60% of
Vidarbha Region. Cable broadcasting of Nagpur City is setup consultancy in
satellite field while understanding pulse region, market potential and need
of time to provide the guidance from space work to optimizing cable TV
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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project Beside it, Nagpur concern is also authorized distributor for star channels
i.e. ESPN, star sports, Star Cricket, Star Movies, Star plus, Star News , Star one ,
Star Word, Star Gold, NGC, Star Vijay and VTV for the whole Vidharbha region
covering 12 districts. Cable and DTH specialization and involvement in satellite
cable field has always excited the senses of Nagpur contemporaries for adaption
of latest housing technology to achieve maxima in minima economy. The
achievement in satellite cable TV field mainly possible for Cable and DTH
Operators due to customers and cable TV operators timely feedback it would not
be possible for Nagpur Cable broadcasting operators to reach to this extent and
caber much more peak in future without the association and blessing of
companies, customers and cable operators of the region.
In order to extend connectivity of Nagpur Cable TV services from Nagpur to other
districts and to taluka, it required fiber on lease on annual basis for that purpose
dark fiber taken on lease from RAILTEL CORPORATION OF INDIA LTD. Apart
from this Nagpur City have expanded reach to Major Districts and Nagpur
Districts Tahasil Places of to name a few: Akola, Chandrapur, Wani, Dhamangaon,
Bhandara,Yawatmal,Hinganghat, Manjri, Ghuggus, Chandur Railway, Ballarpur,
Kamptee, Kanhan, Saoner, Hingna, Ramtek, Parshioni, Buttibori, Mauda, Umred,
Gondia, Tumsar, Amarawati, Pauni, Bhiwapur, Nagbhid, Gadchiroli & Brahmapuri
also in pipe line are Katol,
Narkhed,
Others.

Kalmeshwar,

&

Maximum number

of TV channels (Pay, FTA


and Local) being carried by
any of the reported MSOs is
284 whereas in form, the
Graph 10:- Status of pay Channels, FTA
Channels and Local Channels In Nagpur
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

maximum number of channels being carried any by the reported MSOs is 100
channels. At the end of March 2013, total number of permitted private satellite
TV channels registered with Ministry of I & B, as obtained from its website, is 828.
There are 184 pay TV channels which have been taken on records in respect
of their rates as on Mar-13. These 184 channels are being broadcasted and
distributed by respective broadcasters or their authorized agents or
aggregators. The list of broadcasters and distributors of pay TV channels along
with the reported rates of pay channels. Nagpur has adopted DVB-T system for
digital television in July 1999 The first DVB-T transmission was started on 26
January 2003 by Doordarshan. Currently the terrestrial transmission is available
in both digital and analog
formats. 30 high power DVB-T
transmitters were set up in the
top 3 cities, which were later
upgraded to DVB-T2 + MPEG3
and

DVB-H

standards.

An

Graph 11:- Booming of DTH and digital


cable in India
300 low power DVB-T2 transmitters have been approved for Tier I, II and III
additional 190 high power and

cities of the country by 2017. The Nagpur telecom regulator, TRAI, had
recommended the I&B to allow private broadcast companies to use the DTT
technology, in 2005. So far, the Indian I & B ministry only permits private
broadcast companies to use satellite, cable and IPTV based systems.
Direct to home has made an Indian entertainment technology to the point where
it can able to competitive with foreign technologies offers different types of
satellite channels through digital signals. It doesnt need wire connections as like
to any cable operator, DTH services operate through digital signals that are
famous providing unique services with various facilities and features comprises
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

strong sound systems, clarity of picture along with other types of features
including library rooms, newspaper section, games section, cookies sections and
lots more that proves to be one of best home entertainment kit at affordable rates
and prices. It is very to afford an entertainment expenses with DTH services
where subscribers need to pay on paid channels system on like with cable
operator. Users only need to pay for those channels in which they are interested.
This is only reason Consumer find DTH Dish TV in every corner of the Nagpur
City. The scenario started changing from the 2003, when DTH in India began
opening up its market slowly through economic liberalization. The policy played
a

huge

impact

on

the

development of entertainment
technology of India. The Nagpur
entertainment industry got a
boost through its technology
reform

in

2011

and

again

through its renewal in the 2013


and so on. Since then, the face of
DTH

services

in

India

has

Graph 12:- Overall industry size of DTH


In Nagpur (in thousands)

changed completely. DTH technology is one of the reputed and popular digital TV
transmission platforms of Nagpur city that operate on different types of digital
satellite signals. Today, Consumer will find DTH dish tv compact satellite dishes
perched on the rooftops in every section of the Nagpur city. six major DTH
providers namely TATA sky DTH, DISH TV DTH, DD-direct, zee dish tv, sun tv
DTH and reliance DTH services. All these providers offer quality services with
unique features. Facilities, services, rates and prices vary from one DTH provider
to another, where DOORDARSHAN DTH services and RELIANCE Big TV, and DISH
TV DTH are famous for their long list of free satellite channels with quality sound
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

system and picture clarity where as zee DISH TV service offers maximum number
of 300 satellite channels including paid and free channels and TATA SKY tv is
famous for recording live TV and many more services are unique as Consumer
move from DTH provider to another. With its favorable and latest technology,
unique features, facility of internet access, digital satellites, stereophonic sound
effects, e-mail facility and many other facilities makes DTH as one of the popular
home theater kit in this modern world that able to achieve a total of over 5
million subscribers across the nation. Therefore, it is recommended to all
subscriber and users to go through all the necessary information and different
features offered by different DTH providers in order to get true value of
Consumer money in Nagpur.

2.2 Television Penetration in Nagpur:


Nagpur will remain the key pay-TV market in India as the penetration rate of
digital TV grows to encompass half the population by 2016 and 61% by 2020, Just
20% of Nagpurs homes had digital television in 2009, but the mandatory drive to
digitize the cable TV network, as well as the six commercial direct to home (DTH)
pay TV platforms India's digitalization timetable implies a three-year transition
to full digital TV (DTV) conversion. This believes DTV transition will occur but
over a longer time frame. The
industry will remain capitalintensive until 2015 at the
earliest,

due

to

the

apex

requirements associated with


digitalization. This will lead to
more mergers and acquisitions
(M&A) and fund-raising activity
Graph 13:- Penetration of television
services in Nagpur
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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in both primary and secondary markets. The sector's improved transparency,


scale and operating leverage will attract large domestic and international
strategic player. The DTH industry touched 28mn subscribers in 2010 and
reached a penetration of 26% of the total C&S homes in India. In 2011, the DTH
industry is expected to add 10mn subscribers which will increase digital
penetration. Digital cable subscribers are also expected to grow by 5mn in 2010
to 26mn in 2015P once investments are done for STB and mandatory
digitalization takes precedence. Both DTH and digital penetration is expected
to increase addressability and reduce under declaration which has plagued
the sector for many years which in turn would significantly increase the
subscription revenues for all the players in the value chain i.e. broadcaster
In terms of DTH penetration, the active subscriber base of paying customers
may grow from 29 million in 2011 to 69 million by 2016 and reaching 93
million in 2020. This would represent a 36% share of the overall market by
2020, compared with 23% in 2013, and a 65% share of the digital pay TV market
the majority of DTH pay-TV platforms will be generating cash within the next four
years according to Asia Pacific Pay TV & Broadband Markets 2014'.
The consolidation of last-mile local cable operators is inevitable, leading to a shift
in industry profits and value to centralized distribution platforms and
broadcasters. In television, the digitization of cable will transform business
models of all stakeholders and offer consumers more choice and convenience.
Even as digital generates new opportunities, it also brings with it challenges that
the industry must solve more urgently than anticipated. Digital delivery, via
direct to home (DTH) platforms or increasingly digital cable TV. It has enabled a
strong and cost effective reach across diverse markets of Nagpur city and with it
targeted content. Indeed, regional TV marked impressive growth in 2009-2014 ,
due to both increased regional incomes and consumption.
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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2.3 Status of the DTH Business and Services in Nagpur City:

Figure 14:- Working and execution of DTH Business and services in Nagpur
1) Working and execution of DTH Business and services:

a) Service Offerings
The pay business model of satellite DTH has created a technical role for the DTH
service provider that has no counterpart in traditional advertising supported
terrestrial broadcasting.

b) Service and Technology Evolution:


The DTH provider defines the services it believes to be compelling and then
designs and deploys the infrastructure supporting that vision. For example, the
DTH provider may set goals for the penetration of HDTV delivery. It then plans
and implements the broadcast center and satellite resources and designs (or
advocates the design) of the necessary customer receivers. Hence, each satellite
DTH provider sets the direction and tempo of evolution of its delivery system. It
may or may not tend to use open standards, but the service must be compelling,
cost effective, and secure.

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c) Each provider desires to create Customer Relationship:


Long-term customer relationships and the associated revenues associated with
each successful relationship. The introduction of new services and receivers
can attract new customers, but the needs of existing customers must also be
accommodated. Hence, each new technology evolution can require a substantial
investment in customer education, customer premises equipment provisioning
and installation, and back-office systems, such as billing. Nurturing the customer
relationship has been one of their great successes. A satellite DTH company has
been selected as having the highest customer satisfaction rating among all
multichannel programming providers for seven out of the last nine years DTH
system service offerings include the following.

i) Subscription TV:
The DTH providers offer channels on a tiered subscription basis that most
customers subscribe to a basic package of channels and one or more Packages of
premium channels, such as the HBO multiplex. Typically, the basic packages
include access to an on-screen electronic program guide and a number of audio
and only music channels. Specialty television subscriptions such as international
channels are available. Subscriptions are also offered for series of events, such as
all available games from a professional sports league.

ii) Pay per view (PPV):


PPV services give customers the option to pick a specific program or series of
programs and pay for the selected content as a one-time transaction. the DTH
systems provide extensive PPV offerings including theatrical films, concerts, and
sports events such as prize fights. In certain cases, the PPV concept has been
extended to selling viewing rights for a movie for an entire day rather than for a
single showing.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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iii) Local channel rebroadcasts:


To provide a seamless, high-quality experience, the satellite DTH services offer
subscription packages of the local NTSC off-air stations. In the Nagpur local
market where they are broadcast terrestrially By quarter year-end 2014.

1) DTH reseller:
It sells TV packages of other Pay-TV providers through its own distribution
channels. The DTH offer is branded like the original offer from the DTH operator
or co-branded. Value for the customer is based on additional services. The DTH
reseller does not broadcast or package, but has wholesale agreements with DTH
operators.

2) DTH service provider:


It sells TV packages of other DTH operators through its own distribution channels.
The DTH reseller can label the packages. Customer care is the responsibility of the
DTH service provider. Value for the customer is based on additional services. The
DTH service provider does not broadcast or package it also has wholesale
agreements with DTH operators.

3) Virtual DTH operator:


It distributes packages of channels a n d pay-per-view content assembled from
content providers or broadcasters. The virtual DTH operator differentiates itself by
being able to offer a mix of different Paid TV offerings. Further potential for
differentiation is based on own labeling and the offering of additional services. The
virtual DTH operator does not broadcast, but requires agreements with DTH
operators to get access to their packages.

4) Own operation:
The telecom operator sets up an own satellite broadcasting operation either alone
or with a partner. All relevant business processes are fully controlled and managed
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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by the operator. The major prerequisite for setting up such an operation is the
operators ability to secure content and to provide customers with set-top boxes. It
is also essential to build and acquire the necessary infrastructure, mainly the head
end needed for broadcasting content to the relevant satellites.

5) Digital Video Recorders (DVRs):


DVRs have proven to be an excellent ancillary application for satellite services.
The aggressive marketing of new receiver types to early adopters gave the U.S.
satellite service providers a majority of all DVR households at year-end 2003. The
DVR application benefits from two basic satellite DTH service attributes, the
availability of electronic program guide (EPG) information and of all-digital
broadcasts. For a given program, as indicated in the EPG, the digital content can
be directly recorded to a hard disk drive without the need to perform A/D
conversion.

6) Interactive Services:
The simplest interactive television services are not associated with any particular
video services: for example, an electronic program guide, or screens displaying
personalized and localized information, including weather, news, financial
information, lottery results, and so on. More complex interactive services are
integrated with program video and as a result require more complex
implementations. On-screen mosaics of multiple live channels and multi-camera
applications are examples of these applications. Special middleware receiver
software is responsible for interpreting the received data and displaying the
associated application. Due to the great complexity and the need for careful
management of receiver resources, the technologies deployed to date by satellite
DTH

operators

have

used

proprietary

middleware

implementations.

Considerable work has been done to create standards for interactive services,
and the ATSC ACAP standard and the Open Cable OCAP standard are
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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noteworthy examples. As the services and technologies mature, these standards


are likely to play significant role in future digital DTH system implementations.

7) Home Networking:
DTH providers newest services feature satellite receivers with integrated home
networking features, including support for connecting to a terrestrial broad-band
path such as DSL. Networked receivers enable digital television to be recorded on
one receiver and played on another. The linkage to the Internet permits
remote DVR scheduling over the Internet and applications such as the
transfer of electronic photos from cell phones to the familys home network.
Strategies and competition in the industry Competitors, Strategies used in the
industry, Porters generic strategies model, porters five forces model and
analysis using it, element of industry structure, porters value chain model
analysis, SWOT analysis, concept of generic value chain, concept of growth share
market matrix, company position . Competitors Every company has its own goal,
every company wants to achieve and full fill its goals, many companies like the
big players in the industry wants to grab most of the market share. Some of the
companies want to achieve 10million customer base by 2015 they are Dish TV,
Tata sky, Sun direct, BIG TV etc. The industrys objective is to achieve 60million
customers buy 2015 i.e., nearly 50% of the present existing customers.

2.4 Strategies used in the DTH industry:


Technology transfer is one of strategy used in the industry and it is existence for a
long time. In recent decades, concerted effort has been made to exploit the
existing technology to a larger extent by transfer of technology, to generate
greater economic impetus. It provides opportunity to generate larger returns on
the investments made in R&D. Its importance lies in its ability to stimulate and
strengthen the innovation process. The DTH channels in Nagpur City have better
picture quality as compared to the substandard Cable services. DTH channels
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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have 5x picture quality, High Definition Digital (HDD) surround sound, 1080P and
many more exciting features.

2.5 Top DTH brands in Nagpur City:


In this era of competition, each of these Nagpur DTH brands has got tough
competition among them in every field starting from marketing to promotion,
sales to after sales services. This increasing competition in the DTH market of
Nagpur makes these DTH brands introduce and modify the different packages
offered by them from time to time so that they can take care of one's
requirements and budget. Thus, before subscribing DTH service, one need to
carefully compare and consider the varied aspects like picture quality, package
pricing, packages and plans as well as other value additions and then choose the
best DTH brand. The City Nagpur has got many Direct to Home service providers,
names of some of which are mentioned below:

Tata Sky

Dish TV

Videocon D2H

Airtel Digital TV

Reliance Big TV

1) Tata Sky:
Being one of the top most DTH service providers in the nation, Tata Sky offers
quality service. The varied packages offered by them mostly include all major
channels, best HD (High Definition) options with picture clarity and good
audibility, which makes this brand the best DTH brand in India. They are the
first one to launch High Definition and personal video recorder.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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2) Dish TV:
Dish TV, a sister concern of Zee, is one of the DTH market leader. This is the
best DTH brand to be chosen by a movie buff since it has dedicated 3 to 3
channels just for non-stop movies, where one can watch break free new and
old films. Presently they have 20 audio and 250 TV channels. Though this
service provider has got a huge network spread over the country still and are
the first DTH brand to have reached 80 lakhs of subscribers, but the fact that
they do not provide channels like NEO cricket as well as NEO sports, who for
the next 3 years, has the right to broadcast every match held in the country of
India.

3) Videocon D2H:
Videocon DTH brand has made their service unique by offering choice for the
built-in DTH device and video player with their company made digital TVs.
This feature is even compatible with other independent television sets as well.

4) Airtel Digital TV:


Besides providing some of the best packages available in the national DTH
market, Airtel Digital TV offers a good quality service. At times, the satellite
feed suffers though.

5) Reliance Big TV:


Reliance Digital TV is one of the largest Indian pay TV providers, providing direct
broadcast satellite service including satellite television, audio programming, and
interactive television services to commercial and residential customers in India.
It uses MPEG-3 digital compression technology, transmitted using MEASAT-3
91.5east. It is the 5th DTH service launched in Nagpur City.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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2.6 Digitization Mandate in Nagpur


Currently, TV signals are sent via analog, digital and terrestrial formats. The
digital format offers better picture and better sound, is interactive and has a
whole host of benefits that make it better than cable services. The Digitalization
Bill will mandate that all TV will be digitally transmitted and that subscribers will
need a digital Set Top Box to watch television. Cable operators use analog formats
and this will no longer are supported. The digital format provides better
picture and sound quality, as well as an enhanced viewing experience with
HD. It also includes interactive services like Video on Demand, and the freedom
to pay only for the channels Subscriber choose from our extensive bouquet. Since
digitization would bring about full addressability, it would eliminate the menace
of under reporting of subscriber base by LCOs. This will increase in subscription
revenues for broadcasters. Further, the increased capacity of digital
distribution channel is likely to spur greater investments by broadcasters
toward niche, targeted and HD content and lead to diversification of their
revenue streams. The carriage costs paid by broadcasters to distributors are
currently remaining high in view of the limited bandwidth of analog cable which
decreases post digitization.
However, the extent of correction would hinge on the growth in the number of
channels going forward a high growth is likely to maintain high carriage costs for
broadcasters. The cable subscribers from 38 different cities of India have to
attach a digital set top box to their T.V. before 31st March otherwise they wouldnt
be able to see TV from 1st April 2013 onwards. In the second phase of digitization,
out of 38 cities 9 are from Maharashtra which includes Pune, Nagpur, Thane,
Pimpri, Chinchwad , Nashik, Kalyan, Dombivli, Navi Mumbai, Aurangabad and
Solapur. The Government of India had passed an ordinance mandating the
digitization of Cable Services due to this amendment it is mandatory for every
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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cable subscriber to attach a set top box to their T.V., trough which customers will
get more channels and high quality too. Digitization is a four phase process where
four metros which include Delhi, Mumbai, Chennai and Kolkata had already got
their set top box on 31st October 2012. In the third phase all the remaining urban
areas of India has to go for digitization until 30th September 2013. In the fourth
and a last Phase all the remaining part of India has to attach digital set top box
before 31st December 2013.
DTH in Nagpur has been growing by leaps and bounds. The reason for the
tremendous growth of the DTH sector is the numerable features and
advantages that a DTH connection has over cable services. DTH connection
not only gives Subscriber the freedom to choose the pack but also gives
Subscriber superior quality. DTH connections have a large pool of channels from
which Subscriber can choose Subscriber favorite channels and enjoy them at a
low cost as compared to the Cable channels where Subscriber pay for channels
which Subscriber don't really watch.

2.7 DTH Trends in Nagpur:


Digital technology continues to revolutionize media distribution in Nagpur be it
the rapid growth of DTH and the promise of digital cable or increased digitization
of film exhibition and enabled wider and cost effective reach across diverse and
regional markets and the development of targeted media content. There has been
increased proliferation and consumption of digital media content be it
newspapers

and

magazines,

digital film prints, and online


video and music or entirely new
categories such as social media.
All the DTH services in Nagpur
Graph 14:- Time spending of DTH
subscribers in watching TV
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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there are at least six of them competing with each other. Four among them are
popular among all. They are the TATA Sky, Videocon D2H, Dish TV and Airtel
Digital TV. These four DTH services have interesting tariffs to look at but
Subscriber need to know the pros and cons before Subscriber get one of those
installed at Subscriber home. Due to Rise of new age user devices in Nagpur city
Smart phones, tablets, PCs, gaming devices, etc. all form the foundation of a new
wave in media usage. This is gradually impacting the way content is being created
and distributed as well. Multiple media including TV, films, news, radio, music etc
are being impacted with this change. As Nagpur consumers evolve, there is a
heightened need to engage them across platforms and experiences. There is a
greater need for integration and innovation across traditional and new media,
with changing media consumption habits and preferences for niche content. The
progress made by DTH services in Nagpur City the good customer care that
it provides, it has helped this service to have a flying start. Most recently big
Bollywood heroes are making entries to display this product. The picture quality
of the digital TV is clear and the package is a great. Subscriber get free month's
rent for Subscriber first installation. There are many offers on this service and
Subscriber might be interested in choosing one of those because the clarity and
the picture that it brings are good.
Nice channel packages and good connectivity helps it to stand at the top position
in the market. This service provider is really a great competitor and an achiever
because he has got what he wanted. Many customers are willing to move from
other services to this. The Nagpur broadcasting market is on the verge of a
revolution. Since its inception in 2009, in this city Direct-To-Home (DTH)
TV industry has been growing at a rapid pace. The reason for high growth in
DTH subscriber base can be attributed to the fact that, quality of service
delivered by DTH is superior compared to cable or any other medium. As
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

the DTH TV industry is currently in its growth phase, it is expected to attract a


large number of subscribers in near future. The number of DTH subscribers is
projected to grow at a CAGR of around 13% during 2009-2014 Researcher found
that DTH service providers are offering a number of attractive channel packages
to their subscribers. Keeping in mind the social status of different customers, the
DTH companies provide a wide range of subscription prices and the comfort of
switching between packages as per their requirements. The availability of choice
is driving the DTH market. Our report has also studied other factors and key
marketing strategies that are contributing in the growth of the market. Despite
adding additional subscribers annually, the profitability of DTH players is still on
the darker side. Acquiring new customers alone does not insure the profitable
results in this regards operators are making efforts to convince customers to
migrate to higher packs. In response, the average revenue per user (ARPU) is
steadily increasing in the city. Which are essential for companies to sustain in the
market and for industry's growth Contains comprehensive information about all
the DTH service providers in Nagpur, with focus on in-depth analysis of their
strengths and weaknesses an analysis of the drivers and challenges explains the
factors leading to the growth of the industry huge market potential has been one
of the key factors augmenting the demand for DTH transmission. In addition,
emergence of middle class and increase in discretionary spending also
promotes the growth of set top boxes. Increasing television penetration
accompanied with attractive offers and price war has also been driving the
market. Focus towards exclusive value added services by DTH players have also
been a significant uptrend in the market.
One of the prominent reasons for the success of DTH in Nagpur is the number of
channels that DTH offers. DTH channels are much greater in number as compared
to those offered by local Cable operators. DTH channels are also Digital Channels
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

where as the channels available on Cable services are analog channels. DTH
service providers are trying to give their customers as many channels as they can.
IN general cable operators do not offer more than 100 channels and charge the
same as a DTH service provider. Hence it is very practical for a TV Viewer to go
with DTH channels instead of Cable services. Along with Digital Channel quality
DTH services in Nagpur City are also strong with the regional content. A resident
of North India if moves to the Southern Part of India and he has a DTH connection
then he can enjoy all the channels that he used to enjoy in North India whereas if
he has a cable then he may or may not be able to enjoy the same content in South
India. DTH channels also have some advanced features like Digital picture quality
which can be viewed on Digital channels of DTH. Channels on a DTH connection
also have 5 times more picture clarity which enhances the TV viewing experience.
DTH in Nagpur has been growing by leaps and bounds.
The reason for the tremendous growth of the DTH sector in Nagpur is that,
the DTH connection not only gives Subscriber the freedom to choose the
pack but also gives Subscriber superior quality. DTH connections have a large
pool of channels from which Subscriber can choose Subscriber favorite channels
and enjoy them at a low cost as compared to the Cable channels where Subscriber
pay for channels which Subscriber don't really watch. The biggest advantage of
DTH is channels that they offer. DTH channels have better picture quality as
compared to the substandard Cable services. DTH channels have 5x picture
quality, High Definition Digital (HDD) surround sound, 1080i and many more
exciting features.
The subscribers who have enrolled for DTH Services have a lot of recharge
options to choose from. These options are monthly, annually, yearly, half yearly
and quarterly. The service of Direct-to-home television is escalating all over India
and the reason behind is the easy and quick setup, cut throat offerings and
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

interactive services. But the expansion has exploded the marketing messages and
noise, making it tricky to choose which is the best one out of hundred of those
available. Subscriber don't need to worry any more as this article will be helping
Subscriber to a great extent making it extremely easy to opt for one through
'decode DTH' and evaluating the offerings by DTH side by side. Presently, there
are six major DTH providers competing with each in the race of grasping
attention and thus growing business wise. Sun Direct, Airtel Digital TV, Videocon
D2H, Dish TV, Tata Sky and Reliance Digital TV are all facing really tough
competition with each another. Dish TV kicked off the DTH services, they were
the initial and supported from the untimely transporter advantage but Airtel
Digital TV was grown afterwards; they even present the superior technology and
supplementary channels. They are much violent and flexible and offer to the
customers a value for money. The service providers like the Airtel digital TV
usually offers its consumers a possibility to choose and even opt for the channels
people like to watch.
They can be recognized throughout the look of the picture, feel and quality and
also the breathtaking funny journey accessible in the home-entertainment kit.
The DTH is the perfect kit entertainment for home that depends on the modern
straight to home technology. This fastidious straight to Home service put forward
TV services straight to the subscribers anyplace in the Nagpur. In concern to the
wire-less machinery, the particular service broadcast programs straight to the
subscriber's television eliminating the order in concern to the cables. Tata Sky is
a top DTH service provider in India that offers DVD quality picture and the CD
quality sound along with the latest age interactive services. If Subscriber really
wants to experience the new revolution in the viewing of the television then
subscribe for it now. The Tata Sky satellite television service redefines the TV
viewing experience and the reason that can be given is that they offer Subscriber
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

the greater choice, convenience and control. Picture of the DVD quality and the
CD of the sound quality, better control with the Active services, enjoy the fixed
channel positions and consistent level of the volume along with the Professional
customer service. Tata Sky reviews have come out to be quite convincing.

2.8 The available DTH Schemes and packages in Napur city.


(Since April 2009- March 2014)

Table 6:- Price and available packs of Various DTH Providers

Figure 15:- Price details of DTH Connections


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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

DTH TV Price and Packages


S.N.
1

DTH
Dish TV

Videocon
D2H

Airtel
Digital TV

Reliance
BIG TV

TATA SKY

Sun
Direct

Package
Titanium Pack
Child Pack
Platinum
Gold
Silver
South Platinum
South Gold
South Silver
Gold Pack
Diamond Pack
Super Value
New Value
Economy
Mega
Ultra
Value Pack
Bronze Pack
Silver Pack
Gold Pack
Diamond Pack
Platinum Pack
Super Hit Pack
Super Value Pack
Super Value Kids
Pack
Super Saver Pack
Shine Pack+1 free
top up
North Jumbo
Pack

No. of Channels
193
190
Shine Pack+ 1 free
top up190
165
145
190
155
145
125
165

Cost Per Month


332.5
165
312

110
118
155
177
184
81
111
123
138
152
156
63
103
104

127
160
221
304
364
90+Taxes
135 + Taxes
180+Taxes
225+Taxes
270+Taxes
315+Taxes
160
200
225

124
130

275
120

30

300

210
125
312
190
125
150
275

Table 7:- DTH TV Price and Packages

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

S.N.

Features/
Vendors

Logos

Website

Dish TV

Tata Sky

Airtel

Reliance

Sun DTH

Videocon
D2H

http://ww
w.dishtv.in

http://www.
tatasky.com

http://www.air
tel.in/digitaltv

http://bi
gtv.co.in

http://www.
sundirect.in

http://www.v
ideoconD2H.c
om
Rs. 1390 with
75 days New
Diamond pack
free or 60
days Platinum
free

Rs. 990

Standard
Definition
(SD)
Equipment
Cost

Radio

Rs. 1290

Rs. 1390

or

(2 month any
pack free)

(3 month
service
free)

or

Buy online for


Rs. 1690 and
get Rs. 200
cash back

SD
Recorder

Rs.
1399 with

Rs. 1630

Rs. 1390

No
installation
cost

with 6 month
free service

(1 months
Any Pack)

Installation
Cost

Rs. 999

Rs.
1156 with 1
month free
service

Rs. 200

22 Radio
Channels

1 Month
Grand Sports
pack and 3
showcase
movies Free

Rs. 300

Free
Installation

Not Available

10 All India
Radio channels
- FM Gold, FM
Rainbow, AIR
Punjabi, FM
RainbowBangalore, AIR
Tamil, AIR
Ragam, AIR
Telugu, AIR
Bengali, AIR
Gujarati and
AIR Urdu.

Minimum
Plan

10 Audio
Channels

Rs. 210 /
Month for 157
Channels.

Rs. 200 /
Month

with 208+
Channels &
Services

Free
Installati
on

Rs. 165 /
Month with
89 Channels
& Services

or

Installation
charges extra

Rs. 300

Available

20 Active
Music
Channels
for Rs. 20 /
Month Extra

Rs. 123 /
Month

Rs. 132 /
Month for
102
Channels.

Details Not
Available for
total number
of Channels

Rs. 150 /
Month with
196 Channels
& Services

Rs. 120 / Mon


(South Value
Pack with 119
Channels)

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Long term
Plan

Rs. 3990 for


12 months
(272+9
channels)

Rs. 1815 for


12 months
(89 channels
& Service)

Rs. 2783 for 12


months
Economy pack
(157 Channels)
35 days extra

Rs.
1366 for
12
months
Value
Pack (102
channels)

Rs. 1596 for


12 months
Value Pack
for India.

Rs. 1650 for 1


year New Gold
pack

(1 month
free)

South Pack

Available

Available

Available

Available

Available
with
classification
of Tamil,
Telugu,
Kannada &
Malayalam

Active/Intera
ctive
Applications

Available

Available

Available

Available

Not Available

Available

Latest Movie
releases with
pay per
view /On
Demand
Service

Available as
Movies on
Demand

Available as
Tata SKY
SHOWCASE

Available as
Airtel Movies

Available
as Pay
Per View
Movies

Not Available

Available as
D2H movies

MPEG 3 quality
set top box.

Cheapest
Monthly
plan

Great
channel
offerings for
Regional
Channels
South
Indians

Televisions
and LCD
with inbuilt
set top box.

CINEMA Plus
pack where
South movies
are shown
without any
break

DVD player
with inbuilt
set top box.

Tamil and
Telegu HD
Services.

Only set top


box options
also available

10

Unique
Selling Points

Cheap
Monthly
Plan

Active
Darshan for
religious
people

All
Doordarsha
n channels
available

Active
Games &
Festival
stories.

Topper channel
for 9th to 12th
std students.

MPEG 3
quality
set top
box

First
company to
bring DTH
to India.

Topper
channel for
9th to 12th
std students.

World-space
Radio offer is
no more
offered.

Universal
Remote

Maximum
number of
HD
Channels

Tie up with
Global
leader SKY
Network

Traffic
Updates
and ICICI
bank active
Mobile
STB for
Cars/Vans

80 |

Available

Free Lifetime
Warranty.

11 languages
user interface
iPhone/iPad
App and
Remote
Control

12 Picture in
Picture (PIP)

A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Tata SKY HD
for

Rs. 3050.
High
Definition
(HD) Box

11

Not
available
without
recorder

Airtel HD for

Rs. 2390

No
Installation
cost. 2 month
state pack
and HD
GOLD Free

Sun Direct
HD for Rs.
2930 with 2
month free
service
(South)

HD Satellite
Box with 3D
for Rs.
1690 with 3
month New
Gold
Sports+35
days of HD
Globe Free

or

or

Installation
and Activation
charges Rs.
1000 extra

Rs. 2790

Rs.
3690 with 6
month free
service
(South)

HD
Box for
Rs. 2590

with 3
month
HD
service
Free

Dish True
HD for
High
Definition
(HD) Box
with
Recording
facility

12

Rs. 2290.

Tata Sky
HD+gives
pause,
replay,
recording
option. You
can record
from
Remote,
Mobile or
Internet.
Available for

Rs. 3990/-

Installation
Charges
extra and 1
month HD
pack free

HD Box can
Record
Programs
up-to

13

81 |

Unlimited
recording
on USB. You
have to
spend
additional
money on
USB
storage.

625 Hours

Airtel offers HD
DVR Recorder
at

Buy online for


Rs. 2590 and
get Rs. 300
cash back

5 months for
non-South
pack

Reliance
Big HD
DVR is
available
for Rs.
3390/-

Available for

Not Available

Rs. 3390 /-

or

Rs. 3990/-

You can record


from TV
remote or
Mobile.

Rs.
3790/with 3
month
HD
service
free

Installation
Charges
Rs.500 extra

550 Hours

200
Hours

Not
Applicable

200 Hours

A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

True HD
Royale pack
for Rs.
550 per
month with
276 + 33
HD
Channels/S
ervice

HD Channel
Service
Charge

14

15

True HD
Premiere Pa
ck for Rs.
350 with
261 + 27
HD
Channels/S
ervice

Discovery
HD, Nat Geo
HD, Zee
Cinema &
Zee TV.
Event based
sports in
HD.

Discovery
HD, Nat Geo
HD, Star Plus
HD, Star
Movies HD,
ESPN HD,
Star Cricket
HD &
Showcase.
Event based
sports in HD.

30+ HD
Channels

Assures
there will be
more HD
services
soon.

HD Channels
offered

More
details
about
Channels

82 |

HD Gold Pack
Rs. 75 per
month for
currently
available 8
HD channels.

Rs. 81 /
Month for

Ultra
Sharp
Ifor Rs.
55 /
Month for
Nat Geo
and
Movies
Now HD.

Star HD for Rs.


55/ Month for
Star Plus HD,
Star Movies
HD, Star world
HD, Star Gold
HD

HD Plus.

Ultra
Sharp II
for Rs.
83 /
Month for
Nat Geo
HD,
Movies
Now HD,
Star
Movies
HD, Star
Plus HD,
Star
Cricket
HD, ESPN
HD

HD World
for Rs. 55 /
Month for Nat
Geo HD,
Discovery HD,
Movies Now,
Travel XP HD,
Active HD 3d

Movies Now,
Star Plus HD,
Star World HD,
Star Movie HD,
National
Geographic HD,
History TV HD,
Star Gold HD,
Colors HD,
Discovery HD,
UTV Stars HD.

I-Concert
HD (Free
for
limited
period)

Movies Now,

Nat Geo
HD,
Movies
Now HD,
Star
Movies
HD, Star
Plus HD,
Star
Cricket
HD.

Star Plus HD,

Others
are not
HD but
Like HD.

Star World HD,


Star Movie HD,
National
Geographic HD,
History TV HD,
Star Gold HD,
Colors HD,
Discovery HD,
UTV Stars HD

Don't get
fooled
with 250
HD
like Chan
nels.

Recharge
options for
HD not
available on
site.

HD Globe
for Rs. 110 for
Nat Geo HD,
Discovery HD,
Movies Now
HD, Travel XP
HD, ESPN HD,
Star Cricket
HD, Star Plus
HD, Star
World HD,
Star Movies
HD, Star Gold
HD, Colors HD

Discovery
HD, Nat Geo
HD, Tamil
HD Movies,
Telegu HD
Movies.
Movies Now
HD.

Nat Geo HD,


Discovery HD,
Movies Now
HD, Travel xp
HD, ESPN HD,
Star Cricket
HD, Star Plus
HD, Star
World HD,
Star Movies
HD, Star Gold
HD, Colors HD,
Active HD 3D

A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

16

Multiple TV
connections

Yes

Yes

Additional TV
for Rs. 135. You
can use the
same Channel
package on
additional TV.

Discount
of 50% of
parent
connectio
n
orRs.150(
whicheve
r is
higher)

Details Not
Available

Details Not
Available

Table 8:- All schemes and packages of all DTH companies in Nagpur

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-3
Conceptual
Framework of
Marketing Strategy
and consumer
behavior
Doing business without advertising is like
winking at a girl in the dark. You know
what you are doing, but nobody else does.
~Steuart Henderson Britt

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-3
Conceptual Framework of Marketing
Strategy and consumer behavior
3.1 Introduction about strategy:
There is considerable confusion in management literature regarding the various
terms used in strategic management. A recent survey by the American
Management Association revealed that respondents found it difficult to define
policy, and differentiate between strategy, policy and objectives, further
compounding the difficulty. According to Andrews, strategy, policy and
objectives embrace a range of statements from the broad and important
to narrow and unimportant. Policies get merged into procedures and
procedures into rules. Strategies get blended into tactics, resulting in an endmeans continuum. This can be illustrated by the following example. Suppose a
company decides upon a sales growth of 35 per cent and desires to achieve this
by acquiring other companies, instead of introducing new products. Acquisition
in this case can be considered as a strategy chosen by the company. The company
will then have to decide on the size of the firm to be acquired. If it decides on
acquiring a small company, this becomes the objective.

3.1.1 Definition of Strategy


It is an action that managers take to attain one or more of the organizations
goals. Strategy can also be defined as A general direction set for the company
and its various components to achieve a desired state in the future. Strategy
results from the detailed strategic planning process. A strategy is all about

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

integrating organizational activities and utilizing and allocating the scarce


resources within the organizational environment so as to meet the present
objectives. While planning a strategy it is essential to consider that decisions are
not taken in a vacuum and that any act taken by a firm is likely to be met by a
reaction

from

those

affected,

competitors, customers, employees


or suppliers. Strategy can also be
defined as knowledge of the goals,
the uncertainty of events, the need to
take into consideration the likely or
actual behavior of others. Strategy is
the blueprint of decisions in an
organization

that

shows

its

Figure 16:- Strategy

objectives and goals, reduces the key policies, and plans for achieving these goals,
and defines the business the company is to carry on, the type of economic and
human organization it wants to be, and the contribution it plans to make to its
shareholders, customers and society at large. It is the result of choices executives
make, on where to play and how to win, to maximize long-term value. Strategy
becomes ever necessary when it is known or suspected there are insufficient
resources to achieve these goals. Strategy is also about attaining and maintaining
a position of advantage over adversaries through the successive exploitation of
known or emergent possibilities rather than committing to any specific fixed plan
designed at the outset.
We have heard about the term strategy, the following is the outline of what
strategy means: First, we need to look at the different views and opinions
expressed by leading thinkers in the field of business strategy.

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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

1) Tomorrow always arrives. It is always different. And even the mightiest


company is in trouble if it has not worked on the future. Being surprised by
what happens is a risk that even the largest and richest company cannot
afford, and even the smallest business need not run. -Peter Drucker
2) If we know where we are and something about how we got there, we might
see where we are treading and if the outcomes which lie naturally in our
course are unacceptable, to make timely change. -Abraham Lincoln
3) Without a strategy, a company is like a ship without a rudder, going around in
circles. Its like a tramp; it has no place to go. -Hoel Ross and Michael Kami
4) If a man takes no thought about what is distant, he will find sorrow near at
hand. He who will not worry about what is far off will soon find something
worse that worry. Confucius
5) It is human nature to make decisions based on emotion, rather than fact. But
nothing could be more illogical. -Toshiba Corporation
6) No business can do everything. Even if it has the money, it will ever have
enough good people. It has to set priorities. The worse thing to do is a little bit
of everything. This makes sure that nothing is being accomplished. It is better
to pick the wrong priority than none at all. -Peter Drucker
Where to play? It is Specifies the target market in terms of the customers and the
needs to be served. The best way to define a target market is highly situational. It
can be defined in any number of ways, such as by where the target customers are
(for example, in certain parts of the world or in particular parts of town), How
they buy? (Perhaps through specific channels), who they are (their particular
demographics and other innate characteristics), when they buy (for
example, on particular occasions), what they buy (for instance, are they
price buyers or service hounds?), and for whom they buy (themselves,
friends, family, their company, or their customers?).
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3.1.2 Introduction of Marketing


Marketing is a core function within any organization as it is responsible for
reflecting customer demand back into an organization and ensuring the
organization delivers its customers what they want. Marketing uses market
information to identify new ways of satisfying needs and creating value. Specific
areas of include market segmentation strategies, market planning, consumer
psychology and behavior, marketing research, new product development,
branding strategies, channels of distribution, pricing strategies, customer
relationship management, business-to-business marketing, and marketing in the
region. The Marketing Discipline embraces multiple research methodologies and
paradigms to examine consumer decision making, judgment and purchase
behavior. It explores the influence of broad, macro-level variables like
demographics, social class and family socialization processes, as well as the
effects of marketing variables such as advertising, branding, and store subscriber.
The Marketing Discipline emphasizes critical and analytical thinking and the
practice of marketing as a discipline integrated with other elements of an
organization. It gives subscriber an understanding of consumer behavior and
purchase decision-making, integrating theory and practice from many branches
of the social sciences.

3.2 Marketing strategy:


Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives Plans and
objectives are generally tested for measurable results. Commonly, marketing
strategies are developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by
the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment
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A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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increases. Marketing strategies are dynamic and interactive. They are partially
planned and partially unplanned. See strategy dynamics. Marketing strategy
needs to take a long term view, and tools such as customer lifetime value models
can be very powerful in helping to simulate the effects of strategy on acquisition,
revenue per customer and churn rate.
A plan or course of action or a set of decision rules forming a pattern or creating a
common thread, The pattern or common thread related to the organizations
activities which are derived from its policies, objectives and goals, Related to
pursuing those activities, which move an organization from its current position to
a desired future state. We have looked at a few practical illustrations in the
previous section, which are aimed at developing an understanding of strategy and
at some representative definitions of strategy, in this chapter. Lets take an
example to focus more on strategy: Strategy defines a framework for guiding the
choice of action. Some time we may ask, What is Coca-Colas strategy to go on to
become a market leader? A marketing strategy is a process that can allow an
organization to concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. A marketing
strategy is most effective when it is an integral component of corporate strategy,
defining how the organization will successfully engage customers, prospects, and
competitors in the market arena. It is partially derived from broader corporate
strategies, corporate missions, and corporate goals. As the customer constitutes
the source of a company's revenue, marketing strategy is closely linked with
sales. A key component of marketing strategy is often to keep marketing in line
with a company's overarching mission statement.
Strategy is the fundamental pattern of present and planned objectives, resources,
developments and interactions of an organizations with markets, competitors

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and other environmental factors for this reason , a good strategy should always
specify;
1. What is to be accomplished?
2. Where the product, market, or industries those are to be focused?
3. How the resources and activities that will be allocated to each market/
product to gain sustainable competitive advantage?
Marketing is a process for analyzing, planning and managing the organizations
resources while identifying and serving current and potential client group and
their needs profitability.
Reason for developing marketing strategy to mention that company managers
choose to introduced and / or reemphasizes marketing strategy for a number of
reasons, which may range from personal interests to corporate policies. However
the reason usually centers around an opportunities or an identified problem that
the company management needs to explore. For example:
1. Introducing new products or services
2. Expanding into new markets.
3. Differentiating products or services.
3. Revitalizing products, services or markets.
5. Deleting or de-marketing product or service
6. Responding to a drop in sales or profits.
7. Evaluating financial or legal risks of opportunities.
8. Enhancing company image, brand or reputation.
Strategic marketing planning are documents that outline in detail the
marketing strategies which will help a company, product or brand
accomplish its overall business objectives. Comes up with a proactive new
dominant logic for the field of marketing It questions the differences between

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the marketing of goods and services. Some of the main arguments made by these
authors are the following;
1. Material goods are only distribution mechanisms for service distribution.
2. Knowledge is the fundamental source of competitive advantage.
3. All economies are service economies.
3. The customer is always a co-producer.
Relationships as a focus on marketing aids in the understanding of consumer
needs and wants, which is useful to implement profitable exchanges. Relationship
marketing helps customizing solutions to important customers, more efficiently
than otherwise, knowledge and application of relationship marketing helps in
achieving customer satisfaction ,customer retention and customer acquisition.
Relationship marketing is a tool of furthering the customer understanding
and interactive processes. Relationship marketing outputs can thus be usefully
used, as inputs in product design and development, want identification,
improving selling systems, pricing strategies. It is one of the supports to
systematic action setting in competitive marketing strategy. the traditional
marketing mix has been defined as a set of controllable instruments to manage
the uncontrollable and dynamic marketing environment and consist of four major
element price, product, promotion or marketing communication and place.
There is an over emphasis on price and product as marketing instruments and an
under emphasis on place and promotion. A danger exists that organizations will
there for make a misallocation of organizational resources between the four
marketing mix instruments.
Marketing Strategy encompasses selecting and analyzing of the target market/s
and creating and maintaining an appropriate marketing mix that satisfies the
target market and the organization. Marketing Strategy articulates a plan for the
organizations resources and tactics to meet its objectives. Organization must not
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pursue strategies that are not consistent with their objectives or that would
stretch significantly their resources. A products value is chosen, provided and
communicated to the consumer. The upper management will choose the value for
the product by segmenting the market, choosing the target market and
positioning the product i.e. Marketing Strategy. Then the lower level management
will provide and communicate the value to consumer, Tactical Marketing, using
the four Ps (Place, Promotion, Product and Price).

3.2.1 Types of Marketing Strategies


Going through the Value Creation and Delivery Sequence process may not bring
the main objectives. There are three types of marketing strategies put forward by
Michael Porter that are important to consider whenever using the value creation
and delivery sequence process. They are: Low-Cost Strategy, Differentiation
Strategy, and Focus Strategy.

3.2.1.1 Low-Cost Strategy


A company or a SBU (Strategic Business Unit), typically large, seeks to satisfy a
broad market by producing a standard product or service at a lower cost and
then under pricing competitors. Such Strategy will aim at reducing the cost of
producing the product or service and also cost along the supply chain of the
product or service. The advantages of such strategy are high profits, brand
loyalty, economies of scale and reduction in competition in the Market. But its
disadvantages are that if there exists a strong competitor in the market then by
going on such strategy the competitor might reply by reducing its price also and
thus the product can be a failure.

3.2.1.2 Differentiation Strategy


Through this type of strategy, an organization creates a distinctive, perhaps
unique, product through its unsurpassed quality, innovative design, or some

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other feature and as a result, can charge a higher than average price. It can be
used to pursue either a broad or narrow target market. The advantages of
differentiation strategy are the creation of brand loyalty and higher profit
in the short-term and long-term. Its disadvantage is risk as great loss can be
incurred if consumers do not like the product or service.

3.2.1.3 Focus Strategy


A firm or a SBU concentrates on part of a market and tries to satisfy it with either
a very low-priced or highly distinctive product. The target market is set apart by
some factors as geography or specialized needs. The advantages of such strategy
are brand loyalty and high profits in long term (short- term) for Low-priced
product (highly distinctive product). The disadvantages are high competition and
new trend in consumers taste may influence negatively on the sales.

a) Basic theory:
1) Target Audience
2) Proposition/Key Element
3) Call to Action

3.3 Prominent Marketing Factors Taken For Evaluation.

Figure 17: Strategic marketing Framework

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3.3.1 Market Analysis:


A market

analysis studies

the

attractiveness

and

the

dynamics

of

special market within a special industry. It is part of the industry analysis and
thus in turn of the global environmental analysis. Through all of these analyses
the opportunities, strengths, weaknesses and threats of a company can be
identified. Finally, with the help of a SWOT analysis, adequate business strategies
of a company will be defined. The market analysis is also known as a
documented investigation of a market that is used to inform a firm's
planning

activities,

particularly

around

decisions

of inventory,

purchase, work force expansion/contraction, facility expansion, purchases


of capital equipment, promotional activities, and many other aspects of a
company.

3.3.2 Target Market:


Marketing strategy development begins with the customers. A prerequisite to the
development of the rest of the marketing strategy is specialization of the target
markets the company will attempt to serve marketers have generally been
moving from serving large mass market to specialization of smaller segments
with customized marketing programme. Now new technology enable firms to
practice customize marketing on an economical basis in many situations.

3.3.3 Segmentation:
Among the most widely used bases are; Demographic (age, income, gender,
occupation) Geographic (nation, region of country, urban / rural) Life style As
part of segmentation and target market selection process, the firm has to play out
scenario, i.e. consider the question; if we pursue this segment, how would we
approach it and how would we want potential buyers to see us? The answer
should be formalized in a positioning statement which specifying the position
the firm wishes to occupy in the target customers.
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3.3.4 Marketing mix elements:


The marketing mix to describe the set of activities comprising a firms marketing
programme. Firms competing in a given product category have dramatically
different mixes at work by Merchandising, Pricing, Branding, Channel of
distribution, Personal selling, Advertising, Promotions, Packaging, Display
Servicing, Physical handling and Market research.

Figure 18: Elements of Marketing

3.3.4.1 Product
Product decisions starts with an understanding of what a product is, viz the
product offering is not the thing itself, but rather the total package of benefits of
names e.g. the total product concept, the argument product, or the integrated
product. For marketing strategy development purpose, the product has to be
considered from the point of value delivered to the customer. Value can be
delivered simultaneously by a number of vehicles. Testing with consumers can be
done via a number of procedures e.g. surveys, taste tests, simulated test markets,
and actual test markets for consumer goods and beta tests for industrial goods.
Testing is appropriate not only for the product itself but also for the supporting
elements of the marketing mix, such as the communication strategy and price.
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3.3.4.2 Place:
The eight generic channel functions which serve as a starting place for assessing
needs in a particular context. Information, customization, quality assurance,
size, assortment, viability, after sales services and logistic Customer driven
system assessing the channel structure and management mechanisms that
will best perform the need function.
The two major decisions in channels are;
1. Channel design: - which involve both a length and breadth issue.
2. Channel management: what policies and procedures will be used to have the
necessary functions performed by the various parties?

3.3.4.3 Promotion:
The marketing communication mix is potentially extensive, e.g. including non
personal elements such as advertising, sales promotion events, direct
marketing, public relations, packaging, trade shows, as well as personal
selling. Advertising is limited in its ability to actually close to the sales and
make a transaction happen, sales promotions may be an effective device to
complement the favorable attitude development for which advertising is
appropriate, A sales promotion includes things such as samples, coupons, and
contests. These are usually most effective when used as a short term inducement
to generate action. The three major types of sales promotions are consumer
promotions, trade promotions, and retail promotions.
The combination of the three Ps product, place, and promotion determine the
target customers perception of the value of the firms product in a given
competitive context conceptually, this perceived value represents the maximum
price which the customer is willing to pay. This should be the primary guide to
pricing the product. Once the firm has created value for customers, it is entitled to

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capture some of that value for it to fund future value creation efforts. This is the
role of effective pricing.

3.3.4.4 Price
In most situations, cost should act as a floor on pricing. In some circumstances, a
firm intentionally sells at a loss for a time to establish a position in the market ,
belt it is often difficult to increase prices later due to the customers use of the
introductory price as a reference point. There are basically two pricing strategy
as skimming and penetration pricing strategy. In penetration pricing, the firm
sets a lower price to generate lots of sales quickly. This leaves money on the table
with the high value customers, but is designed to preempt competition and gain a
significant number of customers early on. The appeal of a penetration strategy
increases to the extent that
(1) Customers are sensitive to price
(2) Economies of scale
(3) Adequate production capacity is available
(3) There is threat of competition. In skimming strategy, the focus is on those
customers with high value skimming the cream off the top of market.

3.4 Porters generic strategies model


Generic strategies were used initially in the early 1980s, and seem to be even
more popular today. They outline the three main strategic options open to
organization that wish to achieve a sustainable competitive advantage.

Figure 19: Porters generic strategies model


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The generic strategies are: 1. Cost leadership, 2. Differentiation, and 3. Focus

3.4.1. Cost leadership


In the case of media products, means they should be offered at a price lower than
their competitors but with as good benefits, or, the unique benefits the media
products offer can over-offset the premium.

3.4.2. Differentiation
Differentiation is refers to when a organization provides unique benefits to the
users through product innovation. This is to increase the probability of the media
users to choose the product. A media organization with a target user loyalty can
concentrate more on how to fully meet the target users needs rather than on
product cost saving.

3.4.3 Focus
Focus strategy is also known as a 'niche' strategy. The clutter of ads has now
spilled out on the number of channel availability due to which people are spoilt
for choice. Thus Niche channels are the only way to maintain viewer loyalty.
Porters Model is considered an important part of planning tool set. When youre
clear about where the power lies, you can take advantage of your strengths and
can improve the weaknesses and can compete efficiently and effectively. Porters
model of competitive forces assumes that there are five competitive forces
that identifies the competitive power in a business situation.

3.4.4 Five competitive forces identified by the Michael Porter are:


Threat of substitute products
Threat of new entrants
Intense rivalry among existing players
Bargaining power of suppliers
Bargaining power of Buyers.
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Figure 20: Five competitive forces identified by the Michael Porter

3.5 Consumer Behavior:


Consumer behavior is the study of individuals, groups, or organizations and the
processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have
on

the

consumer

and

society.

It

blends

elements

from psychology,

sociology, social anthropology and economics. It attempts to understand the


decision-making processes of buyers, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral
variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups,
and society in general. Customer behavior study is based on consumer buying
behavior, with the customer playing the three distinct roles of user, payer and
buyer. Research has shown that consumer behavior is difficult to predict, even for
experts in the field. Relationship marketing is an influential asset for customer
behavior analysis as it has a keen interest in the re-discovery of the true meaning
of marketing through the re-affirmation of the importance of the customer or
buyer. A greater importance is also placed on consumer retention, customer
relationship management,
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3.6 Factors of Marketing Strategy and Consumer Behavior.


(i) Marketing Analysis
(a) Consumer
(b) Company
(c) Competition
(d) Condition

(ii) Marketing Segmentation


(e) Identify product related needs
(f) Group customers with similar need sets
(g) Describe each group
(h) Select target market

(iii) Marketing Strategy


(i) Product
(j) Price
(k) Distribution
(l) Communication
(m) Service

(iv) Consumer Decision Process


(n) Problem recognition
(o) Information search-internal, external
(p) Alternative evaluation
(q) Purchase
(r) Use
(s) Evaluation
(v) Outcomes
(t) Customer satisfaction
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(u) Sales
(v) Product/Brand image

Figure 21: Basis of Consumer behavior

3.7 Characteristics Affecting Consumer Behavior:


1. Cultural Factors:
a) Culture is the learned values, perceptions, wants, and behavior from family
and other important institutions
b) Subculture is groups of people within a culture with shared value systems
based on common life experiences and situations. Example- Indian market
consists of Marathi, Gujarati, Bengali, Tamil, and Telugu etc. Mature consumers
c) Social class is measured by a combination of occupation, income, education,
wealth, and other variables

2. Social Factors:
a) Consumer wants, learning, motives are influenced by opinion leaders, person's
family, reference groups, social class and culture.
b) Opinion leaders are people within a reference group with special skills,
knowledge, personality, or other characteristics that can exert social influence on
others.
c) Buzz marketing enlists opinion leaders to spread the word. Social networking
is a new form of buzz marketing. Eg: Facebook, Twitter
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d) Family is the most important consumer-buying organization in society.


e) Social roles & status are the groups, family, clubs, and organizations to which a
person belongs that can define role and social status

3. Psychological Factors:
A person's buying choices are further influenced by four major psychological
factors: motivation, perception, learning, and beliefs and attitudes.
Maslows Hierarchy of needs, People are driven by particular needs at particular
times. Human needs are arranged in a hierarchy from most pressing to least
pressing.

Physiological needs Hunger, thirst

Safety needs Security, protection

Social needs Sense of belonging, love

Esteem needs - Self-esteem, status

Self-actualization needs Self-development

4. Personal Factors:
Personal factors include Age and life cycle, Occupation, Economic situation,
Lifestyle, Activities, interests, and opinions, Brand personality. A buyer's
decisions also are influenced by personal characteristics such as the buyer's
age and lifecycle stage, occupation, economic situation, lifestyle, and personality
and self-concept. People change the goods and services they buy over their
lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. A
person's occupation affects the goods and services bought. Blue-collar workers
tend to buy more rugged work clothes, whereas white-collar workers buy more
business suits. People coming from the same subculture, social class, and
occupation may have quite different lifestyles.

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Chapter-4
REVIEW OF
LITERATURE

Literature is an investment of genius which


has dividends to all subsequent times
John Burroughs quotes

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Chapter-4
Review of literature
4.1 Introduction:
A literature review is a body of text that aims to review the critical points of
current knowledge and or methodological approaches on a particular topic.
Literature reviews are secondary sources, and as such, do not report any new or
original experimental work. Most often associated with academic oriented
literature, such as theses, a literature review usually precedes a research
proposal and results section. Its ultimate goal is to bring the reader up to date
with current literature on a topic and forms the basis for another goal, such as
future research that may be needed in the area.
A well structured literature review is characterized by a logical flow of
ideas current and relevant references with consistent, appropriate
referencing style, proper use of terminology and an unbiased and
comprehensive view of the previous research on the topic. Direct-to-Home
(DTH) satellite television is becoming a buzzword in the satellite broadcast
industry due to the fact that DTH offers immense opportunities to both
broadcasters and viewers. Thanks to the rapid development of digital technology,
DTH broadcast operators worldwide have been able to introduce a large number
of new interactive applications in the television market besides a large number of
entertainment programmes over a single delivery platform. In addition, since
digital technology permits a highly efficient exploitation of the frequency
spectrum, the number of TV channels that can be broadcast using digital
technology is significantly higher than with analogue technology. The increased

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number of television channels allows the operator to satisfy the demand of a


number of niche markets with dedicated transmissions.
Anon (2009)-The ICFAI University journal, in his study found that opportunities
of (DTH) services in India are exploding and leading to the entry of multiple
players in this segment. The potential in the market is huge and promises
lucrative returns to all the players. This paper is an attempt to explore the
present scenario prevailing in India regarding the current awareness levels about
DTH television services and to know the factors and their relationship, which
influence the attitude and perception of consumers towards DTH services.
Further an effort has been made to know how the advertisements have changed
the attitude of the consumer towards DTH services in the Ghaziabad region.

4.2 Studies related to growth and developments in Indian DTH


Sector.
Goyal, Chaman, (2009), in his study found that DTH is one of the upcoming
technologies with satellite programs that comprise a personal dish in an
individual home. In India subscriber will find 6 major DTH services providers
with a total of over 5 million subscriber households. With the coming services of
DTH, the entertainment industry in India has got a big boost. It helped in broking
the monopoly of the cable operators that offer several channels at very high rate.
With DTH one can easily afford expenses and can only pay for those channels
which he or she wants to see. Direct to home maintain a direct connection
between broadcasters and viewers.
S Korra, B Gopal, S Gollapalli (2010) The Indian DTH (direct-to-home) market
had 13.8 million subscribers in September 2008. The four well established key
players in the Indian DTH space were DD Direct+, Tata Sky, Dish TV, and Sun
Direct. Reliance Big TV and Airtel Digital TV were the new entrants. Though the
Indian DTH market had nearly 13 million subscribers, it was still less than 10% of
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the 73 million cable TV subscribers. Interestingly, industry sources estimated that


the DTH market would grow to 30 million by 2015. Having regard to the
opportunities in the DTH segment, many players were entering this market and
vying for market share. At this juncture, Reliance Communications forayed into
the DTH space on 19 August 2008 with Big TV. RCom claimed that Big TV would
seek to capture 30% of the DTH market within one year of its service initiation.
The case deals with the overall framework of the Indian DTH industry and the
competition from the cable industry, broadband, and IPTV. The case also
highlights the prospects and challenges of Reliance Big TV in the Indian DTH
market.
DHEERAJ GIRHOTRA (2012) The television population of India is approx.135
million and 80% of this population have access to cable and satellite. As per the
statistics, DTH has a 20% market share with more than 22 million DTH
subscribers. The subscriber base for DTH has grown very rapidly in past 5 years.
It can be evident from the fact that Dish TV was the only player in 2005 and now
there are over 10 DTH service providers that have commenced their operations
in DTH industry. The shortcomings of cable operators had led to the creation of
immense opportunities for DTH that served as a better alternative to high-end
cable networks. Some of the major players that have identified the market
potential and started their DTH services include Tata Sky (joint venture of Tata &
Star TV), Digital TV (Bharti Telemedia), Dish TV (Zee group), Reliance Digital TV
(Anil Dhirubhai Ambani Group) and SUN Direct (Sun TV).
Houston, (2012) Direct to Home (DTH) Market in India 2012, DTH market in
India is one of the fastest growing segments of the Segmented Pay TV industry
and is witnessing significant growth on account of rising per capita income and
Government mandate of complete digitization. The market is estimated to be

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worth INR 103 Billion in 2012. Increasing role of the government to support FDI
in India and technological innovation will also drive the industry.
Dutt and Sundram (2003) studied that in order to boost communication for
business, new modes of communication are now being introduced in various
cities of the country. Cellular Mobile Phones, Radio Paging, E-mail, Voice-mail,
Video, Text and Video-Conferencing now operational in many cities, are a boon to
business and industry. Value- added hi-tech services, access to Internet and
Introduction of Integrated Service Digital Network are being introduced in
various places in the country.
Indi-Quest Research (2010) the cable operators in India have had a free run
enjoying themselves in a market bereft of competition. Suddenly the game seems
to have changed for them with the Direct to Home (DTH) players thronging the
market one after the other. The DTH segment has endeared itself to consumers.
According to a TAM Annual Universe Update- 2010 study, 80 percent of the 135
million TV-owning households are subscribed to Cable & Satellite connections. Of
this subscriber base, one in every five households has a digital connection. Going
further, India is set to overtake the US as the largest DTH market in the world by
2012 according to a Reuters report. By 2013, the number of DTH subscribers in
the country is expected to reach 35 million and by 2020, 58 million. During the
same period (2013), the report projects cable operators to have a market share of
around 70 percent, which is expected to fall to 63 percent by 2020.
Shushmul Maheshwari Since its inception in 2003, Indian Direct-To-Home
(DTH) TV industry has been growing at a rapid pace. This growth has been
supported by huge investments by the existing and new players. Defying the
global trend of economic crisis, DTH industry posted significant growth rates in
2008 and 2009. As per our new research report Indian DTH Market Forecast to
2012, the number of DTH subscribers is projected to grow at a CAGR of around
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13% during 2011-2013. This growth can be attributed to the attractive choices
offered by the DTH service providers to subscribers.
Vinayak Bhambure (2011) The report is an earnest endeavor made to
understand the present market scenario of DTH industry and the market share
captured by the DTH service providers like TATASKY, Dish TV, Airtel Digital TV,
BIG TV and SUN DTH in navi mumbai area. During the survey the requirement
was to see the coverage by these DTH providers and find out views and opinions
of the potential and loyal retailers and consumers so that they could maintain the
market position in the existing business.
Mahesh Patel and Mitesh Patel(2012) Growing middle class, media exposure
and changing lifestyle of Indian population has put India in global pie as a
promising market for a business houses to enter and flourish and DTH is not an
exception. Future growth in this industry is largely depended on the players
ability to provide customized services which requires a deep understanding of
consumer perception and satisfaction for DTH services. The basic objective of the
study is to undertake a comparative study of consumer satisfaction and
perception of urban and rural consumer for DTH services. Studies related to
technological up gradation in Indian DTH Sector.

4.3 Studies related to technology up gradation in DTH Sector.


According to Mather (2005) The challenge, of course, is that a competitor can
show up in one of Subscriber established markets with new technology, better
people, a better network of companies for support and a better management style
and steal huge chunks of Subscriber business before subscriber can respond.
Staying at the forefront of all these issues will be the only way to stay successful.
Vipul Mehra (2009) New technologies in broadcasting are revolutionizing the
viewing experience. Increasingly viewers are becoming empowered to define
what entertainment content is delivered to their TV screens at what time.
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Broadcasting schedules are becoming meaningless by the day. Personal Video


Recorders (PVRs) are making their way into the Indian market.
According to Mr. Vikram Kaushik, Managing Director and CEO of Tata Sky
Ltd The introduction of PVR technology will revolutionize the TV viewing
experience in India. The PVRs recording and playback features will allow our
subscribers to time-shift their TV viewing, and thanks to the pause and rewind
features, viewers can be sure that they wont miss any of their favorite shows any
more, and that they can catch all the action in live TV broadcasts.
Prithipal Singh (2003)31 with the convergence of technologies, data services
are expected to grow exponentially in the years to come. Broadband is likely to
take a lead in the development of Indian Telecom Sector. Broadband is growing
market and offers immense possibilities for investment. In Broadband policy,
India has envisaged a target of 30 million Internet subscribers and 20 million
broadband subscribers by 2010.

4.4 Studies related to CRM in service sector


CRM is the driving force that enables the characterization of customer and
increases the customer value. In addition, CRM helps companies to retain
customer loyalty. It is not only for managing customers and for monitoring their
behavior; it also has the potential to change and improve customer relationship
with the service provider and increase business. CRM is a tool and process that
allows an organization to identify, understand and serve customers to improve
customer service, retain valuable customers, and help provide analytical
capabilities
Navin (1995) points out; these terms have been used to reflect a variety of
themes and perspectives. Some of these themes offer a narrow functional
marketing perspective while others offer a perspective that is broad and
somewhat paradigmatic in approach and orientation. A narrow perspective of
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customer relationship management is database marketing emphasizing the


promotional aspects of marketing linked to database efforts.
(Bickert, 1992) Another narrow, yet relevant, viewpoint is to consider CRM only
as customer retention in which a variety of after marketing tactics is used for
customer bonding or staying in touch after the sale is made.
(Vavra 1992) A more popular approach with recent application of information
technology is to focus on individual or one-to-one relationship with customers
that integrate database knowledge with a long-term customer retention and
growth strategy.
Shamez S Dharamsi and Brad Connard introduces the concept of CRM in the
service industry. The service industry has its focus on selling intangibles likedomain expertise, quality and positive customer experience. The authors say that
services marketing companies can learn from B2C marketing companies
successful experiences about relationship marketing. Further, they say that best
practices dictate that the data should be collected from all the customers
communication channels/touch points, carefully cleansed and made available to
all the channels. With the help of the data, service organizations can anticipate
and proactively solve customer service needs; offer personalized service
packages; identify new customer service packages; and make the customers
migrate to the most appropriate service solution.
The

Service

Lifecycle

Management

Approach:

Strong

Customer

Relationships Result in Profits in the Service Industry, by Jim Brown states


that Service Lifecycle Management (SLM) concept can help service-oriented
companies grow revenue, reduce cost and improve customer service.SLM concept
views service operations as a strategic opportunity and focuses on improving
their processes to serve their customers. This also holds the view that significant,
untapped business needs have to be focused on to improve the opportunities.
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Benefits of SLM are compelling and attainable. Companies that lag behind without
implementing this, will suffer from reduced profitability and increased
competition from service-oriented companies that embrace SLM concepts in their
businesses.
Berry and Parsuraman (1991); Bitner (1995); Crosby and Stephens (1987);
Crosby,et al. (1990); Gronroos (1995)62 the de-intermediation process and
consequent prevalence of CRM is also due to the growth of the service economy.
Since services are typically produced and delivered at the same institutions, it
minimizes the role of the middlemen. A greater emotional bond between the
service provider and the service users also develops the need for maintaining and
enhancing the relationship. It is therefore not difficult to see that CRM is
important for scholars and practitioners of services marketing.
M-CRM: the Possibility to Deliver an Outstanding Customer Experience in
the Travel and Tourism Industry, by Volker Lemberg and Alex Cruz focuses
on the travel and tourism industry. The article discusses the emergence of new
acronym-m-CRM (Mobile Customer Relationship Management). It also discusses
in detail the relevance of mobile commerce for customer management in the
travel industry. The article reflects on how companies are implementing mCommerce solutions and suggests an effective approach. All m-Commerce
applications, information, promotion, transaction, payment and customer care
now have a data collection and customer interaction point on the mobile phone.
M-CRM enables the travel and tourism industry to support its customers in all the
steps of the travel value chain.

4.5 Study Related to Marketing Strategies.


Strategy is the fundamental pattern of present and planned objectives, resources,
developments and interactions of an organization with markets, competitors and

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other environmental factors. (Mullins, Walker, Beyd & Larreche, 2002 )72 for
this reason , a good strategy should always specify;
1. What is to be accomplished?
2. Where the product, market, or industries that are to be focused.
3. How resources and activities that will be allocated to each market or product?
To gain sustainable competitive advantage, Marketing is a process for analyzing,
planning and managing the organizations resources while identifying and
serving current and potential client group and their needs profitability.
Reason for developing marketing strategy Dirks & Danniel (1991)73 mention
that company managers choose to introduced and / or reemphasize marketing
strategy for a number of reasons, which may range from personal interests to
corporate policies. However the reason usually centers around an opportunities
or an identified problem that the company management needs to explore. For
example:
1. Introducing new products or services
2. Expanding into new markets.
3. Differentiating products or services.
3. Revitalizing products, services or markets.
5. Deleting or de-marketing product or service
6. Responding to a drop in sales or profits.
7. Evaluating financial or legal risks of opportunities.
8. Enhancing company image, brand or reputation.
According Armstrong, Kotler, Cunningham & Mitchell(2003) strategic
marketing planning are documents that outline in detail the marketing strategies
which will help a company, product or brand accomplish its overall business
objectives.

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The article published by vargo and lusch (2003)75 in the journal of marketing
comes up with a proactive new dominant logic for the field of marketing. It
questions the differences between the marketing of goods and services. Some of
the main arguments made by these authors are the following;
1. Material goods are only distribution mechanisms for service distribution.
2. Knowledge is the fundamental source of competitive advantage.
3. All economies are service economies.
3. The customer is always a co-producer.
According to Nagasimha kanagal (2006)76, relationships as a focus on
marketing aids in the understanding of consumer needs and wants, which is
useful to implement profitable exchanges. Relationship marketing helps
customizing solutions to important customers, more efficiently than otherwise,
knowledge and application of relationship marketing helps in achieving customer
satisfaction ,customer retention and customer acquisition, relationship marketing
a tool of furthering the customer understanding and interactive processes.
Relationship marketing outputs can thus be usefully used, as inputs in product
design and development, want identification, improving selling systems, pricing
strategies. It is one of the supports to systematic action setting in competitive
marketing strategy.
Author such as Stanton, Etzel & walker (1991;13), McCartly & Perrearelt
(1993;36) and Kotler & Armstrong (1997;52) agree that the traditional
marketing mix has been defined as a set of controllable instruments to manage
the uncontrollable and dynamic marketing environment and consist of four major
element price, product, promotion or marketing communication and place.
According to Donath (1999; 13) there is an overemphasis on price and product
as marketing instruments and an under emphasis on place and promotion. A

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danger exists that organizations will there for make a misallocation of


organizational resources between the marketing mix instruments.
( Chintaganta & vikassinh,1993;87)

4.6 Study related to marketing strategy in DTH sector.


Raga Sravanthi Vemulavada & R Muthukumar (2009) the study gives
information on the evolution of DTH services in India. It details the surveys
conducted by the operators in various situations. The case primarily focuses on
how these surveys were conducted using different types of sampling.
RNCOS about Indian DTH Market Forecast to 2012 the direct-to-home (DTH)
TV industry has been witnessing tremendous growth since the past few years.
This growth has been supported by huge investments by the existing as well as
new players. The DTH market acquired around 30 Million subscribers by the end
of 2010, an increase of approximately 50% over 2009.
Sandeep Varma, Doris John(2006) Home entertainment in India had come a
long way from the days when there was only one national channel, Doordarshan,
to the age of satellite television and, now, the latest development called DTH
(Direct to Home) technology. The entry of TATA-Sky with its DTH (Direct to
Home) platform posed a threat to the cable T.V industry. DTH gained popularity
because it provided hundreds of channels, 23x7 with clear transmission quality,
pay per view films and programs and a whole set of choices hitherto unknown to
the Indian television viewer. As of 2006, there were three companies providing
DTH services in India- Doordarshan, Dishtv and the latest entrant Tata-Sky. Some
more players like Reliance and Sun TV were expected to hit the market in the
near future.
Rishi Vora (2012) the brand value is to enrich the lives of customers and win
their trust and commitment with a promise to deliver quality service. In line with
this, the marketing initiatives are oriented at communicating the value
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proposition offered to customers by Airtel DTH. We are currently active on print


and radio for the present festive season and we use TV from time-to-time.
V.BALAJI (2005) the purpose of the study is To Study the Consumer attitude
towards DTH services & to know the micro profiling of Chennai, Bangalore and
Cochin & customer awareness of the product. The objective is to identify the
market share of Dish TV in India. Therefore a research is conducted to give an
exposure to this case. The study is an attempt to know what the exact expectation
of customers is.

4.7 Studies related to Consumer Behavior:


Consumer decision making process is usually guided by already formed
preferences for a particular alternative. This means that consumers are likely to
make the choice between alternatives based on limited information search
activity and without detailed evaluation of the other alternatives (Alba and
Hutchinson, 2000; Chernev, 2003).
The researcher found that many decision strategies used by consumers can
change due to person, context and task specific factor (Dhar,Nowlis and
Sherman, 2000).
It is widely accepted that the traditional problem solving approach involving,
rational decision making to the study of consumer choice may not be suitable for
all situations, or is at least incomplete understand choice behavior. Limited
information search and evaluation of alternatives led to a situation in which
consumer choice is also driven by hedonic considerations (Dhar and
Wertenbroch,2000).
Gorkan Ahmetoglu, Simon Fried, John Dawes, Adrian Furnham (March
2010) whilst heuristics can usefully guide our behavior and allow humans to
function in the world, they are not perfect calculations and are subject to
occasional and sometimes costly mistakes. Importantly, heuristics leave people
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exposed to external influences, including pricing cues. The literature on pricing


practices suggests that pricing cues provided by retailers can affect consumer
behavior and value perceptions.
Richard Blundell (Mar., 1988) There are very few aspects of economic policy
that do not require some knowledge of household or individual consumer
behavior. Moreover, the close interplay between theoretical and empirical
considerations together with the rapid expansion in the availability of different
types of data have continued to make the analysis of consumer behavior an
attractive area for research. For some policy questions the importance of
empirical evidence on consumer behavior is indisputable. Amongst these stand
the optimality and impact of tax proposals, the effect of credit constraints, real
interest rate changes and uncertainty on savings behavior and the appropriate
choice of cost of living indices.

4.8 Summary of literature review.


This chapter has provided the results of a comprehensive literature review
conducted to provide background knowledge on the research topic; this
literature review is an evaluative report of studies found in the literature related
to researcher selected area. It gives a theoretical basis for the research and help
researcher to determine the nature of his own research. It establish a theoretical
framework for researcher topic to organize this information in a meaningful way,
and to develop his own ideas for this research

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Chapter-5
Research
Methodology

I believe in innovation and that the way you


get innovation is you fund research and you
learn the basic facts.
Bill Gates

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Chapter-5
Research Methodology
5.1 Rationale of Study:
The tastes and preferences of every human being are changing time to time
according to the changing trends in every days life. The biggest changes occurred
in consumer products. New and innovative technology has used to satisfy the
consumers. In this content the study is taken up with the various DTH services
which have considerable share in the market. This study reveals the customer
perception towards DTH services in Nagpur city and it also helps to analyze
the competition exist in the market regarding DTH services. The study is
focused on the five kinds of DTH services exist in Nagpur namely; Tata sky, Dish
TV, Big TV, Videocon D2H. The task of the study is to know the preference of the
users in Nagpur City among these various services.
Various tools used to analyze the data. Direct To Home Service markets have
changed dramatically in recent years. Customers in many countries who used to
have only one service provider now have a wide variety to choose from. The fight
to attract and keep customers has resulted in the development of marketing
strategies. The DTH companies are developing a mix of marketing tools to
establish and build profitable customer relationship, we focus on the need
for companies to be market oriented by building up the ability to manage
networks, The direct-to-home (DTH) TV industry has been witnessing
tremendous growth since the past few years. This growth has been supported by
huge investments by the existing as well as new players. The DTH market
acquired around 30 Million subscribers by the Quarter end of 2014, an increase

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of approximately 50% over 2009. The entry of new players in the Indian DTH
industry is intensifying competition. Due to this intensified competition,
installation prices are declining and subscribers now have a wide range of
options. The reason for this high growth in DTH subscriber base can be attributed
to the fact that quality of service delivered by DTH is superior compared to cable
or any other medium. As DTH TV industry is currently in the phase of growth, it is
expected to attract a large number of subscribers in near future. .
A service has been defined as Any act or performance that one party can offer to
another that is essentially intangible, and does not result in the ownership of
anything (Kotler; 2004). Unlike physical products, service product cannot be
seen, fasted, felt, heard, or smelled before they are bought (Parsuraman; 1985)
DTH in India looks great, there is a tremendous potential for direct to home
broadcast in this market and it is projected that from 2008 till present there
would be around 2.5 million DTH subscribers in India. This figure is likely to
increase due to the increase in TV and Cable households and also the growing
multiple TV households, which would form a large percentage of the total
subscriber base. The growing popularity of TV as a communication medium has
resulted in the TV media sectors undergoing a rapid transformation. Also when
DTH transmissions start DTH can help in narrower targeting of satellite delivered
services, rather than a single regional service allowing programming to be more
directly geared to the interests, language and culture of the particular audience,
as well as providing a vehicle that integrates and offers locally produced and local
language material. The research contains comprehensive information about DTH
service providers in Nagpur, with a focus on in-depth analysis of their strengths
and weaknesses. It also explains the reason due to which, all the incumbent
players have been investing huge amounts in the promotion and marketing of

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DTH services in the city. Marketing strategies could serve as a benchmark for the
anticipated future growth of the Nagpur DTH market.
Amanjyot Singh.et.al.;(2005) conducted a study titled Customer satisfaction
and quality audit report of Escotel mobile communication limited and suggested
that for maximizing the service quality in service industries the relationship
between the dealers and customers should be strong and pricing should be
constantly reviewed. Apart from this, the report will also help clients to recognize
and identify the factors that will drive the city DTH market in the coming years.
This research also studies the consumer behavior of Nagpur people and
elaborates various factors that will enable people to switch into DTH in the near
future. All its sub-markets Attention therefore focuses on the general trends in
retail, dealing and television broadcasting markets, with a more in-depth
examination of the most important locations in Nagpur. The study rounds up with
a discussion about realtors and consumers of Nagpur for DTH Services as
purchase and consumer behavior regarding it. The DTH is no longer limited to the
large metropolises of India but now permeated to the burgeoning smaller towns
and cities. These emerging centers of growth contributed to India's booming
economy.
As Gronroos,C. (2006) suggested the customers perceived good service quality
using six criteria, as follows; professionalism and skill, attitudes and behavior ,
reliability and trustworthiness, recovery(correction, ability), reputation and
credibility. Marketing communication is defined as all strategies, tactics, and
activities involved in getting the desired marketing messages to intended target
markets, regardless of the media use. The mix includes advertising, personal
contact, publicity and public relation, sales promotion, instruction materials and
corporate design. This research is to test the effectiveness of various tools and
element of marketing mix and marketing strategies to the domain of DTH service
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providers. The Nagpur DTH sector hold huge potential for growth because of
numbers of growth drivers existed in Nagpur DTH service market. So this study is
conducted by the researcher to study about what kind of Marketing strategies,
Product and service innovation, Up gradation of services and promotional
schemes applied by DTH companies and to find out impact of all these activities
on behavior of the consumers to understand the complex behavior of the
consumers regarding DTH services in Nagpur. In this study the researcher also
emphasizes on importance of lifestyle and its impact on the buyer behavior while
subscribing a DTH Services and purchases its connections

5.2 Selection of Nagpur city as a research area.


Nagpur is known as a second capital of Maharashtra. Nagpur people are getting
educated, their level of earning income is getting raised and most of the people
are belongs to the service class. Nagpur has the best literacy rate, 93.13% and
only entertainment is a most effective factor for Nagpur people. TV is the best
entertainments media to the Nagpur City people and these people also like to
watch different channel with quality pictures so they like to subscribe DTH
Services. Most consumers of Nagpur belong to a family group. The Family can
exert considerable influence in shaping the pattern of consumption and
indicating the decision making roles. Personal values, attitudes and buying habits
have been shaped by family influences regarding subscription of different DTH
services. In the recent years the Nagpur City is predicted to witness a
broadcasting revolution in DTH services and it is imperative that service
providers work towards the same and make it a reality. In Nagpur, DTH sector
is called sun rise industry. It is one of the growing industries in the city,
which rapidly growing with rate of subscribers base, broadcasting density
and traffic. It means Nagpur consumer knowledge, attitude toward use of or
response to a DTH product is getting high In Nagpur City the number of DTH
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subscriber is high. Hence, there is a vast scope for research in this area to
know about attractive factors and technological impacts of DTH services. So
this study on the Nagpur city consumer behavior towards the DTH services has
been undertaken in this area.

5.3 Significance of Study


It is well perceived fact that service marketing has become the important factors
of business success. However many conclusions have been drawn with regard to
marketing strategy. But there are very few studies related with marketing
strategy in DTH sector with special reference to India. This empirical study
suggests that service firm managers perceive demand fluctuations as their
biggest managerial headache (Zeithml et.al.1985). The study of customer
behavior is based on consumer buying behavior, with the customer playing three
distinct roles as user, payer and buyer. Research has shown that consumer
behavior is difficult to predict, even for experts in the field (Armstrong & Scott,
1991). Marketers of physical goods can hold inventories to buffer fluctuations in
demand and supply, but services are acts or processes and therefore difficult or
impossible to inventory (Rathmell, 1996; Sasser, 1976). This research attempts to
test an adaptation of the marketing mix element of service marketing in the DTH
context. Although the main variables were mostly from marketing mix frame
work there should be 8ps. (goldsmith 1999), the dimensions and the items were
adapted significantly to the context of DTH service users. Therefore, one of the
primary contributions of this research is to test the applicability and
extendibility of the marketing strategy the domain of DTH service
providers. DTH Sector is one of the growing industries in the country rapid
growing with rate of subscriber base, Indian DTH sector holds huge potential for
growth because of following reasons. Liberalizations and privatization has
brought around 5 majors companies of DTH sectors. With intense competition,
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companies try to woo and retain customers for longer period of time. For which,
trust and commitment are key variables to maximize the average revenue per
user. Impact of technology
Impact of FDI flows Companies are spending heavily on acquisition and retention
of subscribers. To what extent, different DTH services providers are able to build
long term relationship require further analysis.
DTH services shows impact of changing technology, innovation, and changes in
life style over the subscribers of Nagpur and uncover the truths of DTH
marketing and finding out the expectations of consumer to make revolutionary
decisions regarding innovation in DTH services.
In Nagpur city DTH Companies are spending heavily on acquisition and
retention of subscribers. To what extent, different DTH services providers are
able to build long term relationship require further analysis.
Consumer behavior about DTH services in Nagpur this research allows for
improved understanding and forecasting concerning not only the subject of
purchases but also purchasing motives and purchasing frequency of DTH
services .The central role of marketing in the enterprise stems from the fact
that marketing is the process via which a firm creates value for its chosen
customer. Value is created by meeting customer needs and in this study; this
study will gives information regarding schemes, packages and problems about
DTH services which will helpful to find out innovative steps for DTH
companies, retailers and dealers to serves worth of money to their subscribers.
Consumer behavior research attempts to understand the buyer decisionmaking process, both individually and collectively. It studies individual
consumer characteristics such as demographics and behavioral variables in an
attempt to understand Nagpur peoples wants about DTH Services.

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5.4 Research methodology.


Research Methods are the ways or techniques employed by the researchers in
conducting research operations. On the other hand, Research Methodology is a
scientific and systematic way to solve research problems. A researcher has to
formulate the approach i.e. in addition to knowledge of methods; the researcher
has applied the logical-approach as well. In addition the methodology may differ
from problem to problem. Thus, the scope of research methodology is wider than
research methods.
Research Methodology includes the type of primary and secondary research
used for this project i.e. the way in which the data is collected for the
research project. The methodology includes the plan for sampling, the
relevant field work and the statistical analysis tools to be used to interpret
the data so collected. Research methodology can be given as; a system of
models, procedures and techniques used to find the result of the research
problem. It is a discussion within the body of a research report of research
design, data collection methods, sampling techniques, field-work procedures and
data analysis efforts. The exploration of the secondary data so far has laid the
foundation for the formulation of the hypotheses discussed later in this chapter.
These hypotheses of the research problem formulated with this exploration will
be useful in drawing definite conclusions for implementation. After validating the
hypotheses, a decision making framework can be prepared. Research
Methodology gives an idea why the present subject has been selected for the
study. It is the systematic and objective process of gathering, recording and
analyzing data helping the decision making process.

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Defining the Problem


(Objectives and Hypothesis)
Research Design
Sampling Plan

Processing & Analyzing Data


Gathering Data
Formulating Conclusions & Preparing Report

Figure 22: Research Process

5.4.1 Formulation of Research problem.


Sales and purchases of DTH are the most significant transactions that the
majority of the populations are involved with. As such, they are concerned that
these transactions are carried out efficiently and to their best advantage. One of
the most significant changes affecting modern society over the last ten years has
been the growth in consumer use of the DTH. The entertainment and media
industry is one of the rapidly growing businesses in Nagpur city. It holds diverse
segments such as film, television, music, radio, and digital media. The
introduction of DTH services in Nagpur city with highly developed features like
high quality picture and sound, interactive channels at reasonable costs has
ended the domination of local cable operators. The wireless network with DTH
connection brings the broadcaster directly in touch with the consumer.
Nagpur city has an enormous market for DTH television services. There are
a lot of DTH operators in Nagpur city that offer customized DTH channels
and packages to the customers. But, the prominent DTH services are preferred
by most of the customers in Nagpur city for its quality service at reasonable price.
The performance of the DTH TV services stands a way ahead from LCO the cities

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and towns. Home entertainment in Nagpur was never the same after the entry of
cable television. For a long period of time Local Cable Operators (LCOs)
dominated the market although they did not provide good programme quality
and signal transmission to subscribers. The emergence of Direct-to-Home (DTH)
option in 2003 threatened the dominance of LCOs giving them a tough
competition. DTH operators did not have the critical mass of subscribers to
sustain their operations. This research provides the scope to explore the
market for DTH in Nagpur City and to find awareness, purchase intention of
DTH Connection or services and the various challenges faced by DTH
operators in an unorganized cable TV market. The research process begins
with the problem discovery and identifying the problem, which is the first step
towards its solution. The formulation of the problem is often more essential than
its solution. The problem statement contains the hidden need for the research
project. The problem is usually represented by a management question which is
followed by a more detailed set of objectives as embodied in the coming pages of
this chapter.

5.4.2 Objectives of the study:


This study aims to examine the influence of Marketing Strategies adopted by
Direct To Home (DTH) services on consumer behavior in Nagpur City
(2009-2014) and the marketing strategies adopted by the DTH Companies to
sustain in turbulent and volatile market scenario. In this broader framework,
keeping in view the available literature on the subject, the present study is
designed with the following objectives;
1) To analyze the marketing strategies of DTH services in Nagpur city.
2) To identify the effective source of awareness about the DTH service in
Nagpur city.

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3) To find level of consumer satisfaction about DTH services in Nagpur city


market.
4) To analyze the perception of users towards DTH services in Nagpur city
5) To find the level of brand loyalty of customers towards DTH connections
and its services.
6) To identify the factors motivating the subscribers to purchase the DTH
connection and its services.
7) To know the problems faced by the subscribers with their DTH service
and offer suitable suggestions.

5.4.3 Hypothesis of study:


This is the proposition as statements about the observable phenomena in this
research study that may be judged as true or false. As a declarative statement
about the two or more variables, the hypotheses stated below are of the tentative
and notional nature. The hypotheses assumed are:

5.4.3.1Null Hypothesis:H0.Nagpur City Subscribers are not satisfied with overall service quality of
DTH services.
H0.Good picture Quality of DTH services do not motivates purchase
decision of consumer.

5.4.3.2 Alternate Hypothesis:


H1.Nagpur City Subscribers are satisfied with overall service quality of DTH
services.
H2.Good picture Quality of DTH services motivates purchase decision of
consumer.

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5.4.4 Research Design:


Research Design provides the framework to be used as a guide in collecting and
analyzing data. Research can be Exploratory, Descriptive type. The present study
is analytical, explorative and Descriptive in nature.

5.4.4.1 Exploratory research study:


Exploratory research is conducted to provide a better understanding of a
situation. It isnt designed to come up with final answers or decisions. Through
exploratory research, researchers hope to produce hypotheses about what
is going on in a situation exploratory research conducted for a problem that
has not been clearly defined. It often occurs before we know enough to make
conceptual distinctions or posit an explanatory relationship. Exploratory
research often relies on secondary research such as reviewing available literature
and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal
approaches through in-depth interviews, focus groups, projective methods, case
studies or pilot studies. The Internet allows for research methods that are more
interactive in nature does include exploration, which has helped in formulating
the hypothesis and objectives of this research. Exploratory research include
literature searches, depth interviews, focus groups, and case analyses

5.4.4.2 Descriptive research study:


Descriptive research is used to describe characteristics of a population or
phenomenon being studied. It does not answer questions about how/when/why
the characteristics occurred. Rather it addresses the "what" question (What are
the characteristics of the population or situation being studied?) The
characteristics used to describe the situation or population is usually some kind
of categorical scheme also known as descriptive categories. In this research study

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Descriptive research can be either quantitative or qualitative. It can involve


collections of quantitative information that can be tabulated along a continuum in
numerical form, such as scores on a test or the number of times a person chooses
to use a-certain feature of a multimedia program, services, or it can describe
categories of information such as Demographics, gender or patterns of
interaction when using DTH technology in a group situation. Descriptive
research involves gathering data that describe events and then organizes,
tabulates, depicts, and describes the data collection and shows results in
descriptive forms. Descriptive study attempts to describe or define a subject,
often by creating a profile of a group of problems, people, or events, through the
collection of data and the tabulation of frequencies on research variables or their
interaction.

5.4.4.3 Qualitative Methodology


Qualitative research was carried out through a process of in-depth interviews,
reviews and perception surveys across various Retailers, dealers and service
providers of DTH services. Close to 60 survey responses were analyzed, and
informal interviews were conducted to ensure an extensive and representative
coverage. The major primary research included retailers, dealers, Marketing
executive perception, Business Leaders perception and business consultants
perception.

5.4.5 Sampling:
Sampling is concerned with the selection of a subset of individuals from within
a statistical population to estimate characteristics of the whole population.
Advantages of sampling are that the cost is lower and data collection is faster
than measuring the entire population. Sampling plan is a detailed outline of which
measurements will be taken at what times, on which material, in what manner,
and by whom. Sampling plans should be designed in such a way that the resulting
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data will contain a representative


sample of the parameters of interest
and allow for all questions, as stated in
the

goals,

to be

answered thus

researcher establishes his sampling


plan by deciding universe of study
with the respondents sample size and
decision about sampling design. All

Figure 23: Sampling

this factors are taken for targeting population to collect data which can be
verified and then passed on to the execution and analysis of Data level stage.

5.4.5.1 Sampling Tools/ Design:


The researcher used following sample design methods for his research study

5.4.5.1.1 Simple Random Sampling:


The unrestricted, simple random sampling is the purest form of probability
sampling. Since all the probability samples must provide a known non-zero
probability of selection for each population element, a simple random sampling is
considered a special case in which each population element has a known and
equal chance of selection. In the present study, all the Consumers, Retailers and
dealers of DTH are taken into consideration because they are the users and they
know about effect and services of DTH provided to them.

5.4.5.1.2. Judgmental sampling:


It is a form of non-probability sampling in which a researcher selects
a sample from a population on the basis of his or her judgment, rather than by
using statistical sampling techniques. DTH retailers, dealers and Officials
selected by this method who are potential for giving information about marketing
strategies of DTH services.

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behavior with special reference to Nagpur city (2009-2014)

5.4.5.2 Universe of study:


The first sampling question that must
be stated is who is to be sampled?
Answering this primary question
requires the identification of the
target population. In non-technical
language,

population

means

"the

number of people living in an area."


This meaning of population is also used

Figure 24: Universe of study

in survey research, but this is only one of many possible definitions of population.
The word universe is sometimes used in survey research, and means the same in
this context as population. The unit of population is whatever Subscriber is
counting: there can be a population of people, a population of households, a
population of events, dealers, retailers, transactions, and so forth. Anything
Subscriber can count can be a population unit. But if Subscriber can't get
information from it, and Subscriber can't measure it in some way, it's not a unit of
population that is suitable for survey research. This target population is called as
universe or population of the study in research terms. The so called Universe for
this study has been Population of Nagpur City.

5.4.5.3 Sample Size:


One of the important steps in planning the design is to identify the target
population and select the sample if the census is not desired for some reason.
Here, the researcher determines who and how many people to survey, what and
how many events to observe, or what and how many records to inspect. This
research has selected Seven DTH service providers DD Direct, TATA SKY, Dish TV,
Reliance Big TV, Airtel Digital TV, Videocon D2H, and SUN DTH Idea from Nagpur
city. It is based on selected sample of DTH and cable TV service subscribers,
131 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

dealers and DTH service providers. This research adopts combination of primary
and secondary source of information. A sample is a part of the target population,
carefully selected to represent that population. Sampling studies are undertaken
in order to establish one or more population values and/or testing one or more
statistical hypotheses.
Size of sample
Retailers/Dealers

100 ( Judgmental )

Customers/Buyers

1000 Families( Simple Random )

Dealers, DTH Companies offices

05 ( Personal Interview )

Total

1130
Actual Tab in Response

Retailers/Dealers

100 ( Judgmental )

Customers/Buyers

1000 Families( Simple Random )

DTH Companies offices

05 ( Personal Interview )

Total

1130
Table 9:- Size of sample

5.4.6 Tools for data collection:


The questionnaire was designed after conducting in-depth interviews with few
pilot respondents. A Self-administer structured survey questionnaire targeted to
a carefully selected respondents using Non-probability sampling techniques. A
structured questionnaire was used to capture the views and perceptions of
respondents in the category Viz DTH Retailers, dealers and Buyers,. Interview
technique was used to collect views of DTH Companies Offices Dish TV, Tata
Sky, BIG TV of Reliance, Airtel digital TV of Bharati Telemedia, Videocon
D2H of Videocon industries,. The Questionnaire was divided into two sections,

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behavior with special reference to Nagpur city (2009-2014)

objective and subjective. And questionnaires collected from customers by


personally, online through email and social websites in HTML format.

5.4.6.1 Tools for Primary Data Collection:


The task of data collection begins after problem has been identified. While
deciding about the method of data collection to be used for the study the
researcher should keep in mind two types of data viz, primary data and
secondary. The primary data are those, which are collected afresh and for first
time and thus happen to be original in character. The secondary are those which
have been collected by someone else and which have already been passed
through statistical process. The researcher would have to decide which sort of
data he would be using for his study. The method collecting primary and
secondary data differ since primary data are to be originally collected while in
case of secondary data the nature of data collection work is merely that of
compilation. Following are several ways of collecting primary data for this study.

Observation method

Interview method

Through Survey

5.4.6.1.1 Observation Method:


Observation becomes a scientific tool and the method of data collection for the
researcher when it serves a formulated research. Purpose is systematically
planned and recorded and is subjected to checks and controls on validity and
reliability. Under the observation method the information is sought by way of
investigators own direct observation without asking from respondent.

5.4.6.1.2 Interview Method:


The information received from the respondent provides insight into the nature of
social reality. Since the interviewer spends some time with the respondents,

133 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

researcher can understand their feelings and attitudes more clearly, and seek
additional information wherever necessary and make information meaningful.
Thats why researcher used interview technique to understand about consumer
behavior which is integral part of this study.

5.4.6.1.3 Surveys [Questionnaire to DTH Subscribers]


A survey is a research method for collecting information from a selected group of
people using standardized questionnaires or interviews. Surveys are concerned
with describing, recording, analyzing and interpreting conditions that exist or
existed. In continuous quality improvement, surveys help to identify customer
expectations, measure satisfaction levels, and determine specific areas for
improvement, for this study researcher drives his survey by the collection
method, the persons to be included in the survey process, the types of questions
asked, and many other factors. The survey done on influenced and affected by
DTH Services by or involved in the processes of marketing strategies under
review in the survey. These respondents will be the ones most knowledgeable
about the outcomes and impacts of the DTH Services and have the most relevant
input for improvement. For doing this survey Questionnaire as a research
instruments are design.
No survey can achieve success without a well-designed questionnaire, The design
of a questionnaire will depend on whether the researcher wishes to collect
exploratory information i.e. qualitative information for the purposes of better
understanding or the generation of hypotheses on a subject or quantitative
information, in this research study researcher approaches most of the target
population by email, online questionnaire on social websites in HTML format, it is
very tempting to send a questionnaire electronically for speed and to avoid postal
costs and saving time those who cannot access the internet and email the
questionnaire given them personally.
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behavior with special reference to Nagpur city (2009-2014)

5.4.6.2 Tools for Secondary Data Collection:


Secondary data is information used in research that has already been collected
for another purpose, rather than directly by the researcher. As the data is, by
definition, already available there are no specific methods of secondary data
collection although sources of secondary data vary and can include public
records, census data, newspapers and surveys. The secondary sources used must
contain reliable data covering as much of the target population as possible. The
use of these sources by multiple official organizations and the population itself
increases data reliability and Coverage; researcher uses books, journals, and
Internet social websites as a source of secondary data in this research study.

5.4.6.3 Pilot research study.


A pilot experiment, also called a pilot study, is a small scale preliminary study
conducted in order to evaluate feasibility, time, cost, adverse events, and effect
size (statistical variability) in an attempt to predict an appropriate sample size
and improve upon the study design prior to performance of a full-scale research
study, gather information prior to a larger study, in order to improve the latters
quality and efficiency. A pilot study can reveal deficiencies in the design of a
proposed experiment or procedure and these can then be addressed before time
and resources are expended on large scale studies. Thats why researcher done
one initial survey of 50 respondents (DTH users) to find the feasibility and
reliability of research and modified the questionnaire and after that the
qualitative steps found by researcher then the entire study gone through the next
level.

5.4.7 Statistical tools for data and SPSS analysis:


The data obtained in the present study were analyzed using suitable tools study
the impact of marketing mix on overall telecom sector and to study the impact of

135 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

product and service quality on customer satisfaction. The following statistical


treatments were used for interpretation of data.

5.4.7.1 Percentage analysis:


The various product and services, demographic variables were analyzed through
percentage method with pictorial representation by graphs.

5.4.7.2 Cross Tabs:


Cross tabulation or crosstabs is a statistical process that summarizes categorical
data to create a contingency table. They are heavily used in survey research,
business intelligence, engineering and scientific research. They provide a basic
picture of the interrelation between two variables and can help find interactions
between them. Like brand and income, so Significance tests. Typically,
either column comparisons, which test for differences between columns and
display these results using letters, or, cell comparisons, which use color or arrows
to identify a cell in a table that stands out in some way

5.4.7.3 Pearsons Correlation Analysis:


In statistics, dependence is any statistical relationship between two random
variables or two sets of data. Correlation refers to any of a broad class of
statistical relationships involving dependence. So between two factors the
relation of significance should be found and hence correlation analysis is done by
SPSS is taken into consideration for this study.

5.4.7.4 Paired sample T- Test:


The Paired-Samples T Test procedure compares the means of two variables for a
single group. The procedure computes the differences between values of the two
variables for each case and tests whether the average differs from 0. Through
which according to hypothesis the customer satisfaction according to quality can
be measures.

136 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

5.4.7.5 One Sample t-Test:


One sample t-test is a statistical procedure often performed for testing the mean
value of a distribution. It can be used under the assumption that sampled
distribution is normal. For large samples, the procedure often performs well even
for non-normal populations so single factor of research study i.e. influence of
picture quality can be measures.

5.5 Limitations of study:


The following are the limitations of the study:
i.

Study of Nagpur city was limited to Nagpur city and its immediate
periphery taken into account the large-scale impact of DTH Marketing
strategies on this Consumer behavior.

ii.

Taking in to amount, the voluminous sales of DTH Connections and its


services in Nagpur less amount of attention was paid towards voucher
facility and electronics recharge

iii.

The strategies studied, discussed and suggested in this study is more of


universal in nature rather than individualistic from the point of view of
DTH firms.

iv.

The researcher heavily relied on the secondary data provided by DTH


Companies, retailers, internet and books for reaching at a conclusion.

v.

The study was concentrated more around the 5 years i.e. April 2009 March 2014 taking into consideration the Marketing Strategies adopted
by Direct To Home (DTH) services. Rest of period of 2014 is taken as
year of projection

vi.

In this period the DTH Service and technology innovation, problems


and implementation of marketing strategies of DTH companies have
been taken for study.

137 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

vii.

In some cases biasness of the retailers, dealers and buyers towards a


particular company may have lead to unrealistic analysis.

viii.

The lack of knowledge and biasness of the retailers, dealers and buyers
about a particular company of DTH outside their scope may lead to wrong
analysis.

138 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-6
Marketing
Strategies adopted
By DTH Companies

Because

it

is

its

purpose

to

create

customer, any business enterprise has two


and

only

these

two

basic

functions:

marketing and innovation. ~ Peter Drucker

139 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-6
Marketing Strategies adopted By DTH
Companies
100

6.1 Introduction:
80
60
East
The Direct-to-home
(DTH) subscriber base touching 25-million household
marks,
West

40

Northspots on
DTH service providers such as Dish TV are wooing advertisers by selling
20

0
their home screens
or integrating ads in various value-added services. Home
1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

screen is the default channel that can be seen by a consumer when she/he
switches on the set-top-box (STB) before flipping to their favorite channels. In
recent times, PepsiCo, for instance, used DTH service providers to air its long
format advertisements showcasing Frito-Lay brand ambassador Saif Ali Khan
interviewing the potato chips brand lovers while liquor brand Seagrams picked
up spots to show clips of its advertisements as well as sponsored parties. With
millions of advertising mediums being used, the time had come when advertisers
and agencies had to re-think and refurbish their strategies, be it in terms of
innovative media vehicles or be it in terms of ideas and thoughts. With almost all
the avenues explored, the creative geniuses had to bury themselves in
brainstorming for newer options.
Over the last five years (April 2009- March 2014), the direct-to-home (DTH)
satellite industry has come on strongly in Nagpur. It has grown from a niche
delivery mechanism into a mainstream business. The spread of subscriptionbased DTH satellite TV promises to enhance choices for many households in
developing countries. With the Government throwing open the DTH sector in the
country, a handful of players have come up with grandiose plans to enter the
market. Given the stiff level of competition this premium services will face from
140 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

the existing multi-channel cable network, possible entrants need to clearly grasp
a few of the winning rules of the game.

Figure 25: Components of DTH Offer

1) Content:
The movies, news channels, sporting events, and/or general entertainment
features that constitute an offer to consumers.

2) Space:
An ownership and access to sufficient transponders in right orbital slot to
broadcast an offer to a specific area.
3) Ground:
The ability to distribute, install and service dishes and set-top boxes (otherwise
known as customer premises equipment, or CPE), combined with access to
relevant technology and manufacturing capabilities. Subscriber management:

141 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Ability to acquire and deactivate subscribers, bill and collect from them, activate
pay-per-view movies and perform customer service.
4) Financing:
The provision of credit to customer seeking to buy or lease customer premises
equipment.
5) Government relation:
Ability to navigate government procedures and regulations to obtain permits and
so on. So diverse are these requirements, that no existing player in any market
will be able to fulfill all of them on its own. This, the industry will be populated by
consortia and it is unlikely that more than one or two DTH consortia will be able
to achieve break-even. Ambience was one excellent option, however it had been
used in varied ways already and the clients required the consumers eye balls to
fall directly on their brand.
The advertising pros realized that what could be a better option that hogging the
DTH space? If the crazy statistics of television viewing in the Indian sub
continent, it is DTH that has proved to be the lifeline of television industrys
growth. In 2010 alone, the Indian DTH market achieved a robust growth of 75%
in the net subscriber base over 2009 by adding 12 million subscribers and
making it a total of over 26 million subscribers. However, the growth had been
steady from 9 million subscribers in 2008 and expecting upto 30 million by
quarter ending of 2014. This increase was a result of the better clarity in terms of
picture, signal and sound as compared to the traditional cable operated networks.
Secondly, the increasing amount of channels on the DTH platforms with the
billing matching the standards of a normal cable network, it was a sure-shot hit
amongst the Indian households.

142 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

6.2 Media advertising of DTH Services:


Television in India is the most preferred entertainment medium with the highest
impact of advertising on the audiences. Television advertising had the greatest
impact on consumer behavior, Companies spend millions of Rupees in advertising
their brands on these DTH platforms, little realizing that out here, the viewer has
the choice to record his favorite programs while completely erasing all the
intermittent advertisements that lace the programs.
Television advertising has continued to go from strength to strength since 2010
till now. This can be attributed to television excelling at brand building and
raising

awareness

and

audiences are appreciative of


television

advertising,

younger

viewers

with
being

television adverts strongest


supporters, TATA Sky uses
Amir khan for TV commercials
and having slogans like isko

Figure 26: TV Commercials of DTH


laga dala toh life zingalala and puchh dala toh life zingalala such
advertisement creates brand recognition, on other hand Airtel DTH uses star
cricketers like Sachin Tendulkar, Mahendra Singh Dhoni, Yuvraj Singh and
Gautam Gambhir, Zaheer Khan, musical maestro A.R. Rahmaan, Lead actors
like Saif ali khan and Kareena kapoor these all star are ultimate in their field
thats why Airtel DTH creates positive image in consumer perception, Airtel DTH,
a unit of Indias biggest mobile phone company Bharti Airtel Ltd, has also
launched widgets and expects much from its interactive platform. The company
also an internet service provider hosts nine interactive channels, including iTravel (hosted by online travel company Make My Trip) and i-Matinee (with
143 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Bookmyshow.com) which offer a platform to advertisers. Videocon D2H has late


comer in DTH industry still it creates good impact on consumers mind Abhishek
Bacchan do advertisement for this product and Videocon d2hs tagline initially
was Direct Hai Correct Hai which was later changed to Digital DTH Service
which also an effective factor for this company. Reliance big TV Featuring ads on
the basis of interactive service and DTH quality they are not using any celebrity to
endorse their brand the add on package are shown in reliance advertisement the
impact of Reliance big TV on consumer perception is less. Dish TV demonstrate it
product on television by Leading actor King Khan Shahrukh Khan and its has
tagline sabpar dish savar hai to serves DTH product which is also creates good
impact on consumer perception. Dishs offerings will include weather report and
stock market widgets, among others. Once downloaded, they will show as popups on the menu screens. Sun DTH demonstrates its advertisement at South
region of India because its target the customer base only of that region and DD
Direct not doing much advertisements on TV. The impact of reinforcement
advertisements by various DTH players the Television media is most effective to
create awareness and also to know the consumer preference towards various
services. Nagpur already has Opportunities for Direct-To-Home (DTH) services in
India are exploding and leading to the entry of multiple players in this segment.
The potential in the market is huge and promises lucrative returns to all the
players. India regarding the current awareness levels about DTH television
services and to know the factors and their relationship, which influence the
attitude and perception of consumers towards DTH services. Further the
advertisements have changed the attitude of the consumer towards DTH
services in Nagpur Region. With DTH players being large companies, with good
business models in place and a solid distribution network, a majority of

144 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

customers may opt for DTH rather than cable means the demand for DTH
purchase is influenced by TV advertisements.

6.3 Low and affordable pricing of DTH services:


DTH players are realizing that the customer is the king and what you want to
see and when you want to see is the new mantra. Since Tata Skys entry into the
DTH industry there has been phenomenal growth in the industry. In between, the
DTH industry, which is expected to touch a base of 40-50 million subscribers by
2015, saw the entry of players including Reliance Big TV, Bharti Airtel and Sun
TV. DTH industry is adjusting according to preferences of viewer and not the
other way round. Pricing models and levels are being matched to consumer
demographics, preferences and perceptions. Also, there have been major
changes in the market dynamics in the form of price wars and introduction
of more customized offerings such as video-on-demand, Catch UP TV and
cheaper channel packs in regional languages, movies-on-demand etc, which
have led to strong growth in the industry.
DTH service providers are fighting hard to increase their market share of
subscribers base. They are providing many attractive channel packages for
attracting their subscribers. DTH companies are offering a wide range of
subscription prices depending on the social status of different customers. It also
enables the consumers to switch between packages as per their needs. The
availability of wide range of choice to the consumers is the major force that is
driving the DTH market. The DTH Operators here have been offering them
attractive packages even though they are incurring losses. They all trying to add
subscribers and doing it in different ways because of the different user profiles in
Nagpur city. Some operators are targeting high-end users for value-added
services. Others are going after low-end ones to build volumes. In this process
two things will happen: first, content will get digitized, and, second, the market
145 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

will get segmented. Digitization is inevitable and imminent. The economic


slowdown and regulatory factors have slowed the process, but it will happen. A
digital subscriber base will unleash interactive and targeted advertisements, such
as matrimonial. That is an attractive proposition.

6.4 Outdoor advertising of DTH in Nagpur City:


The direct to home (DTH) market in India is growing rapidly with five major
players viz: Dish TV, Tata Sky, Videocon D2H, Airtel Digital TV, and Reliance Big
TV in the race. Recently Dish TV, one of the frontrunners in the DTH business,
launched an eye-catching outdoor campaign in Nagpur. Keeping in mind the
current economic slowdown and the recent new DTH brand launches, MOMS
Outdoor Media Solutions, an independent OOH specialist unit of Madison World,
was given the responsibility to heighten notice ability for Dish TV in a memorable
manner. Thus, MOMS considered a smaller cost effective format, the pole kiosk.
MOMS used Pole kiosks with dish antenna in some of the prime locations in
Nagpur including Buldi, Civil Lines, Sadar, Mahal etc. The purpose for using
pole kiosk was for the moving audience to see the idea of executing an actual dish
antenna with branding. For this two distinct elements were used- dish and backlit
signage. The client was very clear at the outset, if the thought and execution was
not clutter breaking, the idea would be shelved. The fact that client went ahead
with this innovation bears testimony to the fact that MOMS delivered as desired.
The aim of the campaign was to bring customers at the counters. Company did
not give details relating to price etc.
on the creatives of the campaign.
DTH Companies wanted customers
to be curious, visit their dealers,
understand the product and take a
Figure 27: Pole kiosk advertisements
of Dish TV in Nagpur
146 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

demonstration as it is very important for the customers to know what is being


offered, specially because 3D is still at a very nascent stage and we do not want to
mislead people and create customer dissonance. The delivery of television
programs to the home is a business which is constantly changing. The idea behind
the outdoor innovation was to go beyond mere branding and create a product
experience for the consumers. The idea conceived literally bought the product
face to face with the prospect on the road with a strong brand association
and it has received very positive response. OOH is one of the most important
and demanding mode of advertising these days. Especially with consumers being
aware of what is happening around
them, OOH helps in creating an
instant recall. Also, anything which
appeals to our vision comes into
quick and easy notice. OOH ads
provide an appeal to the visual
Figure 28: Outdoor advertisements
of Videocon D2H in Nagpur
they provide an effective impact on customers minds within a short span of time.
imagination of customers which is why

The status of outdoor advertisements among the advertisement instruments


which are thought to have an effect on the purchasing behavior of consumers and
to determine the effects and dimensions of outdoor advertisements. The outdoor
advertisements are more eye-catching and creative when compared to other
advertisement types and their physical size lends them an effective visual impact.
Respondents also stated that outdoor advertisements contribute to the cityscape
in terms of variety and beauty, and they do not pollute the environment.
However, awareness of outdoor advertisement amongst some people is relatively
low. The outdoor advertisements which create different ideas, which are effective
in informing and persuading people and which are sensitive to the environment
147 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

can be viewed positively by consumers. In particular, amongst consumers with


higher educational and income levels, outdoor advertisements Of DTH services in
Nagpur are becoming striking and their visibility is increasing. TATA Sky is
running the message to the audience is that in addition to enjoying regular TV
channels, with the interactive services that TATA Sky provides, they can enjoy the
benefits of various additional services such as shopping, cooking, getting 24X7
'Darshan' at the sacred temples, all from the comfort of their homes. The OOH
campaign is serving as a reminder medium for the campaign, which features
actor Aamir Khan playing a
ventriloquist with a puppet
called

'Active'.

'Active'

communicates how television


has now become a puppet in
the viewer's hands. The DTH
player, Tata Sky, has put up
Figure 29: Outdoor advertisements of TATA
Sky in Nagpur
Nagpur to spread awareness about the easy availability of the DTH network. The
three 60X20-ft billboards in

message on the billboard mentions that the daily cost of using Tata Sky is less
than the cost of a samosa. The innovation included mounting a 16X16 ft samosa
weighing around 150 kg on the billboard that was painted blue in accordance
with the brand's color. After the client gave its approval to the creatives designed
by Ogilvy, the on ground agency, Endeavour Media Management designed the
outer layer of the artificial samosa using acrylic. The Samosa was completely
filled from inside to add weight. The first design was perfectly shaped but to give
it a normal look of a samosa, which has an uneven surface, the agency had to kick
the design in several times. The agency created three such samosa's which have
been attached to billboard with the help of huge pins. The billboards have been
148 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

given extra steel piping so that it can take the weight of the samosa. The agency
has assigned people to take care of the innovation at all the three locations. The
site for innovation belongs to Milestone Brandcom. The important aspect for the
agency was to ensure that the Samosa looks real to the people and is visible from
far away. It took us two weeks to complete the design and put it across. TATA Sky
has launched a 360 degree thematic campaign covering TV and outdoor including
digital advertising for this. Outdoor advertising has been used to create an impact
and provide a multiplier effect to the campaign. Ogilvy Landscapes has used a
variety of OOH properties for the campaign that includes hoardings, bus shelters,
kiosks and other OOH branding options. The client and agency maintain that this
campaign will break through the clutter although outdoor advertising on DTH
services is fairly widespread.
Typically found in high traffic
areas of Nagpur City such as
alongside busy roads. Billboards
of

DTH

Services

present

large advertisements to passing


pedestrians
Typically

and
showing

drivers.
large,

Figure 30: Outdoor advertisements of


Reliance Big TV in Nagpur

ostensibly witty slogans, and distinctive visuals, billboards are highly visible in
the top designated market areas. Bulletins are the largest, most impactful
standard-size billboards. Located primarily on major highways, expressways or
principal arterials, of Civil area, Great nag road, Central avenue road, Buldi,
Sadar, itwari and many other localities in Nagpur city. The DTH Services
command high-density consumer exposure (mostly to vehicular traffic). Bulletins
afford greatest visibility due not only to their size, but because they allow creative
"customizing" through extensions and embellishments. Posters are the other
149 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

common form of billboard advertising, located chiefly in commercial and


industrial areas on primary and secondary arterial roads. Posters are a smaller
format than bulletins and are viewed principally by residents and commuter
traffic, with some pedestrian exposure. It is very important for companies to
know how to measure these constructs from the consumers perspective in order
to better understand their needs and target them. The Service quality provides by
Airtel Digital TV to Nagpur people Airtel Digital TV has tried to connect with the
audience at an emotional level. The Airtel Digital TV demonstrate Services on Bus
stand and hoardings at Nagpur
central areas like sadar, buldi,
Nandanwan,

Sakkardara

and

many more, the campaign is


targeted at a wide base of new and
existing subscribers. The campaign
is

universal

and

transcends

Figure 31: Outdoor advertisements of


Airtel Digital TV in Nagpur

different target audiences. The essence behind this new brand positioning is
about the force that unites families. There are many small localities where there
are good roads and vision, although some affluent and upper middle class
families have purchasing power for watching a standardize pictures and
programs on DTH these segment of audiences can also be tapped by this mode of
banner adds.

6.5 Shift from price wars to Value Added Services (VAS):


DTH players are realizing that the customer is the king and what they want to
see and when want to see is the new mantra. Since Tata Skys entry into the DTH
industry there has been phenomenal growth in the Market. The entry of new
players including Reliance Big TV, Bharti Airtel and Videocon D2H the tactics to
approach the consumers have been changed. Pricing models and levels are being
150 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

matched to consumer demographics, preferences and perceptions. Also, there


have been major changes in the market dynamics in the form of price wars and
introduction of more customized offerings such as video-on-demand, Catch
Maharashtra TV and Nagpur city channels and cheaper channel packs in regional
languages, movies-on-demand etc, which have led to strong growth in the
industry.DTH service providers are fighting hard to increase their market share
of subscribers base. They are providing many attractive channel packages for
attracting their subscribers. DTH companies are offering a wide range of
subscription prices depending on the social status of different customers. It also
enables the consumers to switch between packages as per their needs. The
availability of wide range of choice to the consumers is the major force that is
driving the DTH market. The DTH service market in Nagpur city has emerged as
one of the most lucrative markets.
Reliance Big TV from the ADAG group offers over 200 TV, audio and movie
channels. With over 32 exclusive movie channels in English, Hindi and other
regional languages, Reliance Big TV customers have access to over 50 new movies
every month. To accelerate the growth of the fastest growing home
entertainment DTH service, company launched a festive offer with 3-months free
subscription at Rs 1490, making Reliance Big TV 33% more affordable than any
other comparative offer available in the market. In the Nagpur city market,
consumers can expect a drop in prices that will stabilize the subscriber base
grows. The real challenge for the players would be attractive packaging and
value-added services to differentiate themselves. Value-added services will be the
only good alternate for these companies to compensate the losses and earn
money.Tata Sky has already launched add-on packages for the subscribers that
have been well received by the market. The company offers several value-added
services such as electronic programme guide, gaming, educational channels for
151 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

kids, and spiritual channels for the elderly and cookery shows for those
interested in cooking. The DTH companies are incurring losses to the tunes of Rs
1,600-2,300 on each new subscriber they acquire. With the increasing
competition the losses will increase. Market players feel that the competition is
healthy for the industry. More players mean more business for the industry. It is a
healthy sign and means that the industry is growing.
Dish TV has triggered the marketing warfare with a basic channel tier offering
comprising 70 channels, including 22 radio channels operated by All India Radio
(AIR), free of cost for five years. For digital TV viewing the price war will start
only when pay channels are touched. The offer restricted to new Dish TV
subscribers, will include all Doordarshan channels, 9X, Zee Smile, B4U Movies,
Cinema TV, News Express, P7News and 9XM. The offer also comes with a rider
that customers have to remain active by subscribing to a regular package at least
twice during the year. In a nutshell, customers have to pay Rs 1590 for buying a
Dish TV STBs and subsequently have to recharge their account with one of the
basic packages twice a year to avail of the pay channels. The cheapest non-south
basic package Dish TV offers is the Family pack which is available at Rs 200 for a
six-month period (The family pack is priced at Rs. 200 per month). The new
customers will be eligible to receive a basic channel tier of 70 channels for life
(five years). In case customers do not recharge twice a year, the free channels
will be switched off. There would be a significant off take for the offer since
customers don't want their television sets to go blank referring to the
government diktat that broadcasters will have to switch off signals to analogue
homes.
Tata Sky has also been recognized as an innovator in the Indian pay television
industry. The company was also the first to offer interactive services for every
member of a family ranging from education, cooking, quizzing, and sports to 24x7
152 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

darshan of leading temples of the country. Further, to live up to its promise of


top-class customer service, Tata Sky has set-up three high-end 24x7 call centers
11 languages and introduced new means for payment of monthly subscription
(credit card, auto debit, recharge vouchers). In its constant endeavor to offer its
subscribers with maximum choice and value, Tata Sky offers multiple channel
packages giving subscribers the freedom of genuine choice at affordable
prices. The company will also be launching its high-end personal video recorder
(PVR) later this year. Tata Sky has started the PRV facility for its customers. The
competition will lead to segmentation. "Taking a cue, Tata Sky has already
launched add-on packages for the subscribers that have been well received by the
market," he adds. The company offers several value-added services such as
electronic program guide, gaming, educational channels for kids, and spiritual
channels for the elderly and cookery shows for those interested in cooking. The
DTH companies are incurring losses to the tunes of Rs 1,600-2,300 on each new
subscriber they acquire. With the increasing competition the losses will increase.
Market players, however, feel that the competition is healthy for the industry.
"More players mean more business for the industry. It is a healthy sign and
means that the industry is growing.
Videocon D2H, the DTH arm of Videocon group is the fastest growing DTH service
provider in India. Videocon D2H has 444 Channels and Services on its platform. It
uses MPEG- 4 DVBS -2 technology. It has many features like Multiple Tickers, 12
PIP Mosaic, 21 Active Music Audio Video Channels, and D2H movies. It carries 15
sports channels and all GEC channels on its platform. Today Videocon d2h the
best DTH in India has more than 333+ channels and services. It has many exciting
features like Multiple Tickers, 12 PIP Mosaic, 22 Active Music Audio Video
Channels, D2H movies. It carries the highest number of sports channels and all
GEC channels on its platform. It also has the highest number of regional language
153 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

channels in Kannada, Bengali, Marathi, Oriya and North East. Along with these
Videocon d2h also has highest number of Asli "HD"channels in Nagpur which is
the highest number of channels on Digital DTH in India. There was no traction for
this kind of product because DTH providers operate in a pay TV market and pay
TV customers are looking at pay channels at the end of the day however,
undeterred by criticism and is confident that the offer will help Dish TV in
consolidating its market leadership. 7 million consumers to switch from analogue
to digital out of this about 50-60 per cent are expected to opt for DTH. The cable
TV sector, which has been working on its channel packages, is unmoved by such
offerings. "Cable TV subscribers will require Hindi GECs such as Star Plus, Zee TV,
Sony and Colors. So there will be no impact on customers.
Airtel DTH includes One hundred seventy five enjoyment stations using unique
prices deals, beginning with an incredibly fair budget. They come in a new
widespread handheld remote control which may be effortlessly utilized for both
Television as well as the particular tuner with regard to increased audience's
comfort. A whole lot goes into detailing a number of the ground-breaking
functions which render it stand out from additional related solutions.

6.6 Celebrity Endorsement by DTH firms:


The compelling reasons for DTH companies to yield a strategic position to
celebrity endorsement in their marketing schemes vary. Very frequently
celebrities are roped in during new brand introductions. The basic idea remains
to cash on the popularity, credibility and mass appeal of the celebrities which is
expected to help raise awareness of the brand, generate positive associations for
it, and build purchase intention among its prospective customers. Sometimes, its
merely a reactionary step meant to nullify the impact of celebrity endorsement
exercised by a competitor.

154 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

The use of a Celebrity is one of the most successful ways of gaining the
consumers attention and getting him or her to infer the right message in a
limited amount of space and time. Celebrities are used by marketers to build their
brands. Branded products are successful because consumers prefer them to
ordinary, unbranded products. In addition to the psychological factors, brands
give consumers the means whereby they can make choices and judgments. The
secret to successful branding is to influence the decisions, i.e. the way consumers
perceive the product, and brands can affect the minds of the consumers by
appealing to the information acquired and analyzed and this is what a Celebrity
does. It tries to manipulate the purchase behavioral intention of a customer by
promoting the endorsed brand. Friedman and Friedman (1979) suggested that
the promotion of branded luxury goods by Celebrity endorsers would lead to a
significantly more positive purchase intention than advertisements using an
expert or typical consumer endorser. Further, in a study concerning
adolescents, Bush, et al.(2004) advocate that Celebrity sports athletes have a
positive influence on adolescents favorable word-of-mouth and brand loyalty.
Though studies are in disagreement that whether it is the physical attractiveness
of the Celebrities or perceived expertise that affect purchase intentions, they
broadly converge in suggesting that use of Celebrities in brand endorsements
resulted in stronger purchase intention.

1) Abhishek Bachchan A face of Videocon D2H Since 2009 to Uptill Now:


Videocon D2H, the Direct-to-Home service provider arm of Videocon Group,
announced its association with renowned and versatile Bollywood actor,
Abhishek Bachchan as the face of their DTH brand in Mumbai. Videocon D2H,
which launched its operations in the 2nd Quarter of 2009, also unveiled an array
of the Worlds first Satellite product range consisting of Satellite LCDs, Satellite
155 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Color Televisions, Satellite DVDs and


Satellite

Box

offering

direct-to-home

services. Abhishek makes a perfect match


with the Videocon D2H brand attributes of
innovation and high-quality entertainment.
Figure 32: Abhishek Bachchan as
A Brand Ambassador of Videocon
D2H
instrumental in communicating the benefits to consumers across the country. It is
As Videocon D2H brands face, he is

our privilege to be associated with an actor of his caliber and excellent standing
in the entertainment industry.

2) Dish TV:
The Dish TV Start its advertising without any brand ambassador since 2003 zee
group is a leading Company, market which is known for high quality broadcasting
and thats why the company didnt hire any
celebrity to promote their brand. It is a first
company who establish a first step in DTH
market and thats why there was no
competitor from them before TATA sky
jump into the market. But after launching a
Figure 33: Shahrukh Khan as a
Brand Ambassador of Dish TV
competition and marketing has risen in DTH market and after tough fight at the
DTH services of TATA Sky the level of

end of year 2011 Dish TV endorsed Shahrukh Khan as a brand ambassador and
at present time he is promoting the leading direct-to-home (DTH) service
provider Dish TV. Dish TV has opted for a new tagline 'Dish Sawar hai' which has
replaced the old one, 'Ghar Aayi Zindagi'. As per the company, 'Dish Sawaar Hai' is
a consumer's reflection of the "passion for entertainment" which is reflected in
the campaign. This also set the tone to launch a brand song integral to SRK
representing the brand. Shahrukh Khan who donned the deadly gangster look
156 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

in Don 2 and a super hero type who emerges from the Digital Gaming world will
also be seen in various avatars for an upcoming ad film. Shahrukh Khan will be
styled as a Roman General, a doctor, a policeman, a magician's assistant in the
soon to be aired various versions of Dish Tv advertisement. Shahrukh is a king
khan in bollywood industry and the companys perception to become a king and
leading brand of DTH industry by serving best quality and services to their
subscribers.
3) Airtel Digital TV :
Bharti Airtel announced the second winner of its promotion Bring Home the
Magic for its DTH service digital TV. the service proposition for our DTH service
was- Bring Home the Magic With companies mega promotion, which offers our
customers the once-in-a-lifetime opportunity to host any one of our Brand
Ambassadors at their home, company have brought alive their service
proposition. Company continues to
receive an overwhelmingly positive
response from our customers across
the country to this promotion which
is translating into higher activation
numbers for their service. Having
Kareena Kapoor at subscribers home

Figure 34: Brand Ambassadors of


Airtel-DTH

was nothing less than a dream come true. Company always admired her work but
after Jab We Met The Bring Home the Magic promotion offers Airtel digital TV
customers an opportunity to win a chance to bring home A R Rahman, Saif Ali
Khan, Kareena Kapoor, Zaheer Khan and Gautam Gambhir.

4) TATA SKY Celebrity endorsement:


Aamir makes a perfect fit with the Tata Sky brand values of trust, high-quality
entertainment and innovation. As our brand ambassador, he will be instrumental
157 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

in communicating the benefits of Tata Sky


to consumers across the country. It is our
privilege to be associated with an actor of
the highest caliber and excellent standing
in the entertainment industry, Tata Sky

Figure 35: Amir Khan as A Brand


Ambassador of TATA Sky
has redefined television viewing in India
and I am proud to be associated with a brand that epitomizes continued
innovation and excellence in home entertainment. Aamir Khan will feature across
all Tata Sky brands and product communication, including advertisements on TV,
print, outdoor, radio and other media.
6.7 Interactive and value added services of DTH available in Nagpur.

Figure 36: Logos of Interactive and value added services of DTH available in
Nagpur
The Nagpur DTH market, having witnessed a stupendous growth over the last
five years, continues to present high growth opportunities for players in this
arena. The market is poised to witness CAGR growth of around 30 percent in
subscriber base during 2009- up to march2014. It comes as no surprise then that
the market is witnessing intense competition among players to capitalize on the
high potential and offer differentiated service to their viewers as USP. Value
added services (VAS) are the emerging differentiators in such a scenario. They
complement the value proposition of DTH in home entertainment and establish it
as enhanced TV viewing option over cable TV viewing. With discerning Indian
consumers being conscious of the service they opt for, value added services act as
158 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

growth drivers in this respect. With these services, TV-based home entertainment
has become much more than core broadcast channel viewing. Though active and
interactive services, viewers have the option to shop, manage stocks, get
astrology predictions, find jobs, play games, book film tickets, do banking, find life
partners, attend religious ceremonies, educate children, get recipes, watch
movies on demand, and plan vacations, among a plethora of other options, all in
the comfort of their homes and right in front of their television sets. These
services often involve tie-ups with establishments or portals. With low Internet
penetration across the country, the provision of these Internet facilities on TV
would

further

fuel

the

growth of DTH and make


these services available to
masses.

With

the

DTH

market growing faster than


the

regulatory

machinery

can match, there are even


lesser defined directives for
these

services.

Telecom

Figure 37: Icons of value added services of


DTH

Regulatory Authority of India (TRAI) is looking into the recommendations to


regulate tariffs for interactive, active and value added services on DTH services to
decide whether these services should be considered as separate broadcast
channels which will put them under up-link / down-link guidelines and force
them to adhere to advertisement code. Since pay per view, movie on demand and
active services were not part of the license provisions they should be treated as
broadcast channels and service providers should regulate them as per broadcast
channel guidelines. The DTH fraternity has highlighted that globally these
interactive services are an integral part of a DTH platform's service offerings. The
159 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

DTH operators are of the view that provision of interactive platform services
leads to healthy competition between the DTH operators, thus giving the
consumers a wider choice to opt for the DTH service they prefer.
A parallel can be drawn between VAS in DTH and VAS in the telecom arena in
Nagpur where additional value added services over and above the services are
permitted in license conditions and the offering has been met with wide
consumer acceptance. These additional services are subscriber- based, and add
value for the subscribers. With VAS at a nascent stage in the DTH arena in
Nagpur, their current contribution to bottom line is far from significant with
growth still driven by the core broadcasting business and the main role of VAS
being the service differentiator. However as this aspect matures it would likely
play an important role in overall revenue enhancement with operators looking at
ways of monetizing the VAS portfolio.
6.7.1 Interactive and value added services of Airtel DTH:
The very latest TV entertainment medium DTH service is getting more popularity
day by day with increasing connections or numbers of viewers. This Direct To
Home or Satellite TV viewing service is becoming more popular for several
reasons that may list out qualitative picture & sound transmission, useful services
& a long list of service providers with well designed tariff plans. Now there is a
number of companies, mostly telecommunication companies of Indian Telecom
Industry becoming the member of
Indian

DTH

Market.

Airtel,

the

premium mobile telephony & data


service provider enrolled its name as
DTH

service

provider

from 8th

October, 2008. Since its launching it


Figure 38: Value added services
of Airtel DTH
160 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

gets more & more popularity for its qualitative broadcasting technologies like
MPEG-3 digital compression & DVB-S2. Along with high quality Audio/Video
transmission through subscribers TV sets Airtel providing Interactive Services.
These satellites operated or transmitted utility services are the most useful
options on TV. Including a list of special designed tariff plans Airtel also specified
a reliable price range for the available Interactive services. These services are
designed to make the lifestyle easy & to help in daily works with leering
programs. The most popular names like iAstro, iDarshan, iGoodlife, iKisaan,
iLearn & iNews are listed in Airtel Digital TV Interactive service list.

a) Airtel Digital TV Interactive iAstro


Using Airtel Digital TV Interactive Services iAstro get daily predictions,
informations on Rahu kaal & advance Hindi Panchang for up to 3 days. Get
knowledge of zodiac signs & fortune for the day along with results for Subscriber
most compatible partner also. Just click iTV switch on Airtel Digital TV remote to
reach iAstro Interactive service. Also buy Astrological products through this
service. Make kundli & speak to celebrity astrologers through a simple manner to
start the day with guidance from the stars. iAstro provides detailed forecast for
complete day using both astrology & numerology formulas. The subscriber can
view his/her daily prediction as per Sun Sign or Numerology using date of birth.
1. Use this service to see daily forecast as per sun sign daily.
2. View Hindu Panchang for the next 3 days in advance as a simplified manner.
3. Get access to Astro Store to buy Gems & Stones, Rudraksh, Malas like various
Astrological products. Airtel Digital TV Interactive Service iAstros Astro Store
features to make a new Kundli.
4. To buy any astrological product just sends the product code to 53325.
5. Get answered by favorite celebrity astrologers of any astrologer queries.

161 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

b) Airtel Digital TV Interactive- iDarshan:


It enables Subscriber to get in touch with Subscriber spiritual side. So get access
to prayers directly from the shrines, view programs on Ishwar Bhakti, Devi Maa &
Sai Baba Bhajans & Gurbani like spiritual programs with a single touch on
Subscriber Airtel Digital TVs Remote Control.

c) Airtel Digital TV Interactive iGoodlife:


iGoodlife, an Airtel Digital TV Interactive offers interactive programs on the best
of fitness routines, recipes to pamper Subscriber taste buds, home & family tips, &
many innovative tips for a swanky new lifestyle!

d) Airtel Digital TV Interactive iKisaan:


Indias first TV interactive for farmers, Airtel Digital TV iKisaan Interactive has
brought more popularity for Airtel Digital TV. iKisaan is here to give easy
information on wholesale markets prices for various commodities along with
expert advice on better farming techniques. With button press on Airtel Digital
TV get access to some information catalogs like, Mandi ke daam (Crop prices) by
Agmarknet, Kharid ke daam (Commodity prices) by Dhanuka Agritech Ltd,
Mausam (Weather information) by Indian Meteorological Department & Kheti
salahkar (Localized farming advice ) on TV set.

e) Airtel Digital TV Interactive iLearn:


Make fun with Learning on Airtel Digital TV Interactive iLearn. Airtel Digital TV
offers interactive & fun learning sessions for children on TV set. Enjoyable
educational modules for kids ranging from classes 1 through 5 with tutorials are
available in Airtel Digital TV Interactive iLearn access iLearn by pressing iTV on
Airtel Digital TV Remote Control.

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f) Airtel Digital TV Interactive iNews:


Airtel Digital TV Interactive iNews lets its viewer to Watch multiple news screens
in a single screen on TV set. On demand, the viewer can access this interactive
service for better news updates.

6.7.2 Interactive and Value-Added-Services of Videocon D2H:


Videocon D2H offers wide range of interactive services to its customers including
Darshan Active, Channel Active, East Active, State Active, Direct Puzzles, Direct
games and D2H Movies. The content in active services is provided for Free as an
additional benefit to active subscriber. The channels in the active service appear
in smaller size as compared to TV Channels. Various interactive services offered
by Videocon D2H are mentioned below.

a) Darshan Active:
This interactive service is designed to assist the consumers in reconnecting with
their religious and spiritual side. It offers 23 X 7 darshan of different religious
places. It also provides useful information about the religious places including
their maps. Consumer can also perform an interactive or online Aarti on
auspicious occasions.

b) Active Cooking:
This interactive service offers
favorite

recipes

for

the

consumers at the press of a


button. Master Chefs from across
the country provides many easy
to

cook

recipes

along

with

various useful handy kitchen tips.


Figure 39: Value added services of Videocon
D2H
163 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

c) Active Health & Fitness:


This interactive service provides secrets and tips on Active Fitness & Yoga for
healthy living.

d) Active Travel:
Consumers can get detailed information on exotic travel locations & make their
travel plans accordingly.

e) Channel Active:
It allows the consumers to watch 3 active channels that cover the topics such as
infotainment, parliament news, etc

f) East Active:
This interactive service is designed to offer the programmes for North East
consumers.

g) State Active:
This interactive service allows the viewers to watch 3 state news channels in one
window.

h) Direct Puzzles:
This interactive service offers interesting puzzles for testing the abilities of
consumers. It is a good tool for sharpening the brains and skills of family
members including children. Consumers can control the level of difficulty for
solving these puzzles.

i) Direct Games:
Consumers can view exciting games and watch TV at the same time.

j) D2H Movies:
Videocon D2H provides D2H Movies service that allows the customers to enjoy
the latest Hollywood and Bollywood blockbusters movies. Consumers can order a

164 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

movie any time during the day from the comfort of their home. Consumers can
avail the facility of D2H movies in following two ways

k) Subscription:
Consumer can subscribe for Video on Demand service.

l) Pay per View:


Consumer can opt for Pay per View Service where he/she can order for movie
from the comfort of ones home. Customer is not allowed to book a movie after
8:30 Pm for same day movie and movie cannot be booked for more than 3 days in
advance.

6.7.3 Interactive and Value-Added-Services of Dish TV:


Dish TV - Indias No. 1 direct-to-home company and part of the biggest media
conglomerate Zee Group has become the first DTH Company to introduce LIFE
SERVICES category in Active Services portfolio. Dish TV is a pioneer in offering
superior value to the customers
and Value-Added Services (VAS) is
a crucial focus area. Dish TV has
always ensured that its customers
enjoy the finest of services and
benefit from cutting-edge products.
Dish TV offers maximum width and

Figure 40: Dish TV Kids Zee


depth of content with over 230 channels and services. Dish TV is a market
leader in providing premium content to its subscribers and it is our endeavor to
keep offering content that is enriching and value adding to our discerning
subscribers Existing innovative active services of Dish-tv include:

165 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

a) ICICI ACTIVE:
DISH TV had launched the innovative Interactive Banking Service ICICI ACTIVE
in association with ICICI Bank. This service enables Dish TV viewers to access
information on ICICI Bank products and services, from the convenience of their
homes.

b) NEWS ACTIVE :
Dont wait for a particular news segment to come. choose from a mosaic screen
featuring 8 specialized news options of Live news, Top stories, Sports,
Entertainment, Biz Live, Crime, Special & Weather.

c) GAMES ACTIVE:
Interactive products: Minikids, an edutainment channel for pre-scholars, Play-jam
is a dedicated gaming channel for people of all age group and Quizzy that allows
subscriber to enhance Subscriber general knowledge.

d) ASTRO ACTIVE:
Now access Subscriber daily and monthly horoscope along with Subscriber
birthday forecast by world renowned astrologer Ajai Bhambi on Subscriber TV
screen

e) BHAKTI ACTIVE:
Dishtv subscribers can now get Live Gurbani from Bangla Sahib and Nanded
Sahib, Aarti of Sai Baba from Shirdi & Ganesh Aarti from Siddhi Vinayak, Aarti
from Tirupati Balaji, Live Ganga Aarti from Haridwar and Bhasm Aarti of
Mahakaal from Ujjain. Dishtv customers can now get blessed at the press of a
button in the comfort of their home 24X7.

6.7.4 Interactive and Value-Added-Services of Reliance Big TV:


Reliance Big TV has launched an interactive TV stock-tracking application on its
OpenTV-powered platform. Dubbed iStock and offered in association with the
166 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Reliance Money arm of Reliance


Big

TV's

Reliance

corporate

parent,

Communications,

the

new application is billed as


providing information about both
Indian and international stock
indexes and currencies, news on
stocks and markets, and various

Figure 41: Value-Added-Services of


Reliance Big TV

value-added services including a personal portfolio manager. Reliance Big TV


claims that the new app is India's first portfolio-tracking interactive TV app. "The
i-Stock launch is an excellent illustration of the Reliance ADA Group's successful
effort to draw synergies of its domain expertise across various sectors. Reliance
Big TV platform's interactive TV services (branded as iInteractive) are an
important part of its strategy to differentiate itself in the market and attract new
subscribers, and that it intends to roll out new apps in the future. The company
says that, while it currently offers the services--which, in addition to iStock,
include iSports (sports scores and stats), iGames, iAstro (daily horoscopes),
iCooking (recipes) and iNews (latest headlines)--at no extra charge, it may at
some point in the future decide to monetize them "through targeted revenue
modules." The company claims that the apps are currently used by over 10% of
its subscriber base.the following are the VAS subscriptions of Reliance Big-TV

a)iCooking
Variety of exquisite cuisine recipes from around the world
Chance to feature your photo and recipes on iCooking, on Reliance Digital TV
2 Gift hampers worth 5000 each from Jaipan Kitchen Appliances and 2
attractive Pearl Sets every month.

167 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

b) iKids:

Interactive and educational games

children can enjoy and learn the alphabet, numbers and many other things

iKids is available at Rs.25+taxes per month

Learning can be fun on your TV!

c) iGames

New games every fortnight in association with Indiagames

Subscribe to iGames at Rs 33 (+ taxes) per month and get a free Agneepath


Game.

Play the game and get the chance to win exciting movie merchandise from the
movie Agneepath.

d) Get more from your TV:

Choose from our range of Interactive applications and access all these from a
single button on your Reliance Digital TV remote

Click on an icon below to know more about the application

e) iEducation:

Key Learning in Physics, Chemistry, Biology & Math for class 9, 10 & 12

Easy to understand and remember, point wish summation of important topics

Launch offer: iEducation Free for all viewers

Hot Key for Topper Channel

Now study time will be TV time

f) iCare:

On-screen user guide to demonstrate optimal usage of Reliance Digital TV

connection

All the product information youd like about Reliance Digital TV

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Details of channel packages, special offer announcements

Answers to all queries from quick-fixes to account recharging

6.7.5 Interactive and Value-Added-Services of TATA Sky:


Encouraged by the demand for its Active channels and Video on Demand
services from its subscribers, direct-to-home service provider Tata Sky plans to
rapidly expand such value-added services the service provider is all set to launch
Vedic

Maths

under

the

Active

Learning label in the next few


weeks.As of now, our Active Learning
is, by and large, targeted at children in
the 6-12 age group. With Vedic Maths,
we would to like to reach students
pursuing higher education,. Tata Sky
also plans to add newer products as

Figure 42: Value added services of


TATA Sky DTH

part of its DIY (do-it-yourself) catalogue in the next few months. Tata Sky
launched this feature in March this year as part of the video-on-demand service
that it offers to its Tata Sky High Definition subscribers.

a) Tata Sky DTH Actve Fun Learn


A childs maximum brain development happens up to the age of 10. To achieve
this, Actve Fun Learn has especially designed a service to provide the best
development path during these formative years. Tata sky daily refreshed content
include animated rhymes & stories, interactive quizzes, educational games, art &
craft, learning videos on history, geography and EVS and a host of other activities
that helps in developing your childs motor, language, and creative skills.

b) Active cooking:
Tune into Actve Cooking and enjoy over 200 recipes every month master chefs
like Tarla Dalal, Harpal Singh Sokhi, Jiggs Kalra, Nilesh Limaye & other popular
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chefs. Recipes that can be made easily with ingredients available at home. to learn
International & desi recipes, traditional festive and restaurant-like food, that can
be easily cooked with ingredients available in your kitchen. Heres subscribers
chance to show off their cooking skills on TV! Now customer can also feature
your own video recipes on Active Cooking.

c) Active Music:
10 Music stations, 4000 songs daily with no ad-breaks or RJ chatter! Subscribe to
Actve Music and you no longer need to wait for your favourite music hour on TV
or radio. Customer can enjoy Rafi, Lata, Asha, Kishore and other classics 24x7 or
at any time convenient to you. Thats not all, Actve Music is the only service to
offer subscriber a great selection of devotional songs each day of the week. Enjoy
Shivji Bhajans on Monday, Ganesh Bhajans on Tuesday, Krishna Bhajans on
Wednesday, Sai Baba bhajans on Thursday, Devi Bhajans on Friday and Hanuman
bhajans on Saturday. Or tune to any other channel from Hindi Hot Hits, all time
English Classics and Hits and a range of regional channels.

d) Active English:
English is essential to everything we do in life today. From schools to offices, from
formal occasions to social situations English is used everywhere. Now you can
impress people with subscribers command over the language by using Active
English. With Active English subscriber will learn new words, correct
pronunciation of difficult words, revise basic English grammar concepts and
practice spellings daily. This is customers on-demand, 24x7 English tutor on TV!
Just spend 10 minutes daily from the privacy of subscribers home on Active
English and you will soon be speaking English with a new confidence.

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e) Active Darshan:
Get 24x7 darshan of Shri Huzur Sahib Gurudwara (Nanded), Shirdi Sai Baba,
Mumbai's SiddhiVinayak, ISKCON (Vrindavan), Kashi Vishwanath and Jyotirlinga
Shrine (Somnath Temple) on your television, throughout the day. On Actve
Darshan, subscriber can also tune into Shraddha MH One, Bhakti TV and Sri
Venkateswara Bhakti Channel, Sri Sankara TV, GOD TV, Aaseervatham and
Subhavaartha TV.

f) Showcase:
Watch the latest blockbusters from the comfort of your home on Tata Skys payper-view service, Showcase. All movies come with no ad breaks in original print.
The movies can be ordered once and enjoyed multiple times through the day.

g) Active Game:
Active Games offers a variety of exciting and challenging games from Action,
Adventure, Sports, Fantasy, Strategy & many more genres. Play 7 games a week &
over 100 games a year!

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Table 9: Feature Snapshot of Value added services of all DTH


6.8 Combined sales of LCDs/LEDs TV and DTH connections.
Customers purchasing Sony Bravia LCDs 32" and above will get an airtel digital
TV HD connection by recharging an additional Rs.1000. Customers purchasing
22" or 26" Sony Bravia LCDs can go in for a Standard Definition (SD) airtel digital
TV connection by recharging an additional Rs.750! All the above offers include
the cost of the set top box, installation charges, along with a 3-month subscription
to Airtels Economy Sports Pack OR 3-months of South Economy Sports pack. In
addition, HD customers also get a 3-month free subscription to NGC HD. Both the
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Economy Sports Pack and the South Economy Sports Pack include all the leading
channels that will telecast key cricket and other sporting events throughout the
year, namely ESPN, Star Sports, Star Cricket, Ten Sports, Ten Cricket, Ten Action+,
DD Sports and Set-Max. There are two types of LED TVs: Edge LED TVs, which
have LEDs placed at edges, and full LED TVs, which have LEDs placed at the back
of the entire screen. Most of the leading brands are using Edge LED technology.
Barring this difference, the technology of LED and LCD TVs is the same,
6.9 Easy Recharge Options and facility available in DTH Services:
The online DTH Recharge service is provided by various websites that facilities
their customers to choose from the list of recharge options available for various
DTH service operators around the globe. The DTH recharge option varies from
one service operator to another. Every service operator tries to lure their
customers with various recharge options with some additional recharge offers.
The online DTH recharge is the most convenient recharge option available as it
eliminated the need of third party people to do the same.

These websites

provides safe secure option to recharge online, providing their customers with
additional offers such as additional E-coupons, etc. A person can recharge the
DTH from anywhere anytime and the payment can be made using net banking,
credit/debit card, etc. These websites provide quick, secure and safe payment
options with no hidden costs. Online recharge is quick and secure way of
payment. The Direct-To-Home
(DTH)

service,

which

was

introduced almost a decade ago


in India, has been penetrating in
Indian households at a fast pace
due to its unmatched quality. The

Figure 43: Easy Recharge Options


of DTH

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Nagpur DTH market is currently witnessing an increasing demand for easy and
convenient payment modes. While local dealers, mobile phone, IVR and online
are some of the common recharge payment options in the DTH arena, few service
providers offer auto debit and customized services like cash card. However, the
maximum numbers of DTH recharges in India are done through local dealers.
The DTH service providers also provided their customers with value added
services such as internet services, tele-medicine, video conferencing etc. the DTH
service operators also provide various channel packages for their customers
depending upon the region or interests. The online DTH Recharge service is
provided by various websites that facilities their customers to choose from the
list of recharge options available for various DTH service operators around the
globe. The DTH recharge option varies from one service operator to another.
Every service operator tries to lure their customers with various recharge
options with some additional recharge offers, Online DTH recharge saves
subscribers valued time and makes thing happen easily.
No need to search the recharge shops and wait in a line to get recharged. DTH
packages are different for different providers. DTH Service in Nagpur
currentlyhaving 6 operators in city, these are Tata sky, Reliance Big TV, Sun
Direct, Videocon D2H, Airtel Digital TV and Dish TV. This operator provides
different types of packages to satisfy all communities and regions. All this
operators provide online recharge options to make users recharge easily. Where
there is more competition there will be a better service. In Nagpur Market it's
very difficult to view subscribers favorite channels. After the launch of DTH they
have a option to select their loved channel and enjoy.
6.10 Customer relationship management (CRM) in DTH Firms
With all the six major DTH providers in Nagpur competing for consumers
attention and business, the ones with more aggressive marketing strategy and
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flexible plans that offer consumers value for money without compromising on
quality and number of available channels will stand to gain the most. Dish TV, as
the first major DTH provider has benefited from the early mover advantage and
will likely continue to be the lead contender. But challenger Tata Skys ploy to
look more affordable and its reputation of providing best-in-class customer
service may give it an edge in the long term. Meanwhile newer players such as
Airtel, Reliance, and Videocon have matured of late, and have also begun offering
better technology and more channels. By offering more channels and innovative
technology, these new players stand a good
chance of stealing a march over their more
established competitors and reset the
playing field of the DTH business in the
country.CRM is a model for managing a DTH
companys interactions with current and
future customers.
technology

to

It

involves

organize,

using

automate,

and Figure 44: DTH-CRM Parameters

synchronize sales, marketing, customer service, and technical support CRM


systems of DTH firms for marketing track and measure campaigns over multiple
channels, such as email, search, social media, telephone and direct mail. These
systems track clicks, responses, leads and deals. As a Customer service and
support CRMs can be used to create, assign and manage requests made by
customers, such as call center software which help direct customers to
agents. CRM software can also be used to identify and reward loyal
customers over a period of time. The best in television viewing through the
latest in digital technology It not only broadcasts high quality programmes
straight from the satellite to Subscribers home, but also gives subscriber absolute
and complete control of what they watch and pay for. It is almost like having your
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own satellite up in the sky. With DTH-CRM subscriber can unleash the true
potential of their high-end television set and complete subscriber TV viewing
experience with true DVD quality. DTH-CRM takes television viewing to the next
level as it supports various futuristic features like Electronic Programme Guide,
Parental Lock, Capacity up to 400 channels, Games, Interactive TV, Movie on
Demand etc. Customer Relationship Management system will have a fantastic
impact on businesses benefits and resilience. The good news is that today, with a
minimum of common sense and the use of cloud computing technologies,
Customer Experience Management can be rolled-out at low cost to any business
willing to stand out from the crowd.

6.10.1 Customer Service and Support.


1. Maintain customers history through email,
2. file and document storage
3. Service offerings and 24*7 help
4. Offering desirable Schemes and Package if delay in recharge
5. Email Integration
6. Offering new packages and VAS by SMS and email
7. Product information sharing
8. Excellent report and survey sharing
9. Log and manage customer complaints

176 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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6.10.2 Creation of customer value, satisfaction, and loyalty:

Figure 45: Trends in customer satisfaction, Loyalty and Value


In DTH marketplace reality that marketing managers sometimes inflict switching
costs on their customers, In a competitive setting, such as the In DTH market,
where competition may be only one click away, which has the potential of
switching costs as an exit barrier and a binding ingredient of customer loyalty
become altered examines the moderating effects of switching costs on customer
loyalty through both satisfaction and perceived-value measures.
The DTH companies that strive for customer loyalty should focus primarily
on satisfaction and perceived value. The moderating effects of switching
costs on the association of customer loyalty and customer satisfaction and
perceived value are significant only when the level of customer satisfaction
or perceived value is above average and for that purpose the CRM and
customer retention programme is influence brand choice of DTH
customers. Customer satisfaction measurement typically begins when a DTH
companies realizes that their Customers are the people who provide the revenues

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that, hopefully, it will cover expenses. Most companies start by establishing a


customer satisfaction baseline. Many DTH Companies are bombarded by VAS and
Packages using customer oriented through customer focus, customer satisfaction,
customer service, customer delight, customer loyalty, and customer value. Today,
companies face their toughest competition ever. Moving from Schemes and
packages philosophy to a holistic marketing philosophy of DTH, however, gives
them a better chance of outperforming the competition and the cornerstone of a
well-conceived marketing orientation is strong customer relationships.
DTH companies can win customer loyalty and improve profits by doing a
better job of meeting or exceeding customer expectations. Consumers are
more educated and informed than ever, and they have the tools to verify
DTH companies claims and seek out superior alternatives. That how then do
they ultimately make choices? Customers tend to be value-maximizes, within the
bounds of search costs and limited knowledge, mobility, and income. They
estimate which offer will deliver the most perceived value and act on it. Whether
the offer lives up to expectation affects customer satisfaction and the probability
that the customer will purchase and subscribe the services again.

6.10.3 Customer perceived Value:


Todays economy is becoming extremely service-oriented, changing the paradigm
of marketing research towards services. Image, perceived value and service
quality have got paramount significance in customer retention strategies.
Customer perceived value (CPV) is the difference between the prospective
customers evaluation of all the benefits and all the costs of an offering and the
perceived alternatives

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Figure 46: Customer perceived Value


A dissatisfied customer of DTH Services is more likely to search for information
on alternatives and more likely to yield to competitor overtures than is a satisfied
customer. These annotations point to the significance of customer loyalty, which
provides growth, and continued survival for the companies operating in service
sector. Due to high competition in service sector companies often respond by
formulating customer retention strategies. Customer perceived value for DTH
services is a useful framework that applies to many situations and yields
rich insights. Here are its implications: First, the marketer must assess the
total customer benefit and total customer cost associated with each
competitors offer to know how his or her offer rates in the buyers mind.
Second, the marketer who is at a customer-perceived-value disadvantage can try
to increase total customer benefit or decrease total customer cost. Whether the
promise is kept depends on how the firm uses core business processes to manage
its value-delivery system, all the experiences the customer will have in obtaining
and using the offering. It is essential to know what consumers value, before one
can truly understand channel purchase intentions and channel choice. What do
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consumers really want from their online and offline shopping experiences? What
attributes are most important in their judgments of value? What drives them to
use one channel over another? This research proposes that the channel purchase
intentions depend on the expectations of value, i.e. a tradeoff between the
perceived benefits and costs derived from using channels for purchasing and
rendering services of DTH and through which CRM is an important factors for
implementing all effective activities. This is not done by single player in Nagpur
but all DTH players as whole.

6.10.4 Customer Profitability & lifetime Value:


Maximizing customer lifetime value is a great way to get a DTH service business
to broaden its approach from simply acquiring as many new customers as
possible to being concerned about how the customer is treated in the long term. A
DTH firm's actions in Nagpur City, especially its marketing programs, affect the
acquisition of new customers, the retention of existing customers and whether
existing customers expand their purchases and subscription of new services and
schemes from the DTH firm. These components make up customer lifetime value,
"the present value of all future profits obtained from a customer over his or her
life of relationship with a firm". Customer equity (the sum of the lifetime value of
current and future customers) in turns affects the overall value of the
business. To create and clarify differences between these two terms Customer
lifetime value and customer profitability by offering concise definitions for both.
Researcher definition regarding customer lifetime value connects the word value
in customer lifetime value to the word value in present value and valuation of
DTH Companies is based on the offers and quality provided by this firms.
Whether the buyer is satisfied after a purchase and subscription depends on the
offers performance in relationship to the buyers expectations and whether the
buyer interprets any deviations between the two.
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In general, satisfaction is a persons feelings of pleasure or disappointment that


result from comparing a products perceived performance (or outcome) to
expectations. If the performance falls short of expectations, the customer is
dissatisfied. If performance matches expectations, the customer is satisfied if it
exceeds expectations the customer is highly satisfied or delighted. Customer
assessments of product performance depend on many factors, especially the type
of loyalty relationship the customer has with the brand. In an effort to identify the
types of customers and prospects to acquire and retain, we need to determine
whom to acquire and retain, how to make customers profitably loyal, how to
grow customers by managing their life cycle? and how to retain customers and
prevent churn? the customer acquisition rate and customer retention rate as
principal metrics of marketing performance of DTH services the retention of
consumers as well as the profitability and life time values has been increases
while implementing proper CRM.

6.10.4.1 Customer Lifetime Value Framework:

Figure 47: Customer lifetime Value framework

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A vital component of Direct To Home marketing is consistency. Consistent email,


Tele-calling, marketing is necessary to keep DTH customers engaged and
interactive with DTH brand. If DTH Companies fail to communicate with their
customers regularly over a period of time, the company will lose them. But DTH
Companies want email subscribers to stay engaged with brand. A tactic to help
achieve consistent and relevant communication is to implement a CLC strategy, as
it will allow you to effectively communicate with each customer on their journey
with respective brand. This type of email communication needs to be relevant,
personal, time and will ideally drive interaction and engagement with your brand.
DTH marketers are under pressure to grow and nurture our customers.
Drive subscriber growth
Reduce churn
Increase value per customer
Maintain loyalty to increase profits

6.10.5 Innovative Package offering if delay in recharge by


subscribers:
DTH service is not without its fair share of woes. if there is an late payment or
delay in payment or recharge then company get call back to the subscriber
and offers them new and innovative scheme and packages to subscribers as
per their desires and convenience and no others charges to take reactivation of DTH Connections. Consumers often complain that the dish
antennas frequently malfunction during the rainy season and consequently, the
transmission suffers. Otherwise, too, those antennas cause a lot of headache as
they have to be placed outside the houses and flats and that may not be an easy
proposition. Then, there is the service issue that plagues all and sundry.
Sometimes large DTH companies may take up to a week to fix a complaint you
have lodged. Also, once the due date for the monthly renewal passes, DTH
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operators shut down the service until the payment is made. This means keeping a
tab on the billing date and paying on time, every time, if you are not fond of TV
blackouts.

6.10.6 Attracting and retaining subscribers:


There is the Direct-to-home (DTH) service ensuring sharp picture and voice
quality, giving DTH subscribers the power to choose the channels DTH
subscribers want and even offering interactive elements such as video-ondemand and gaming. On the other hand, DTH subscribers have the analogue
cable television with poor reception and a whole bundle of channels DTH
subscribers never want but have to pay for. The interactive features provided
by DTH operators in the form of video-on-demand, games, quizzes, puzzles,
paid shows, etc., are also a big attraction. All these make DTH a formidable
opponent of the existing cable TV. All this offers serves to subscribers by
customer care executives.

6.10.7 Immediate action on complaints through the call centre.


DTH Subscriber should call the service provider 24x7 helpline to lodge complaint
with the call centre. All DTH Company associates are trained to answer
Subscriber queries in 13 languages. On receipt of the Subscriber call, the associate
shall register the Subscribers complaint and issue a docket number to the
Subscribers BenchmarkIn case of complaints relating to non- receipt of all signals
(other than those caused by disturbances of weather or natural calamities)
by Subscriber, at least ninety per cent of all such complaints shall be redressed
and signals restored within a period of twenty-four hours of the receipt of
complaint. In case of complaints (other than non receipt of signals) by
Subscriber, at least ninety per cent of all such complaints shall be redressed
within a period of forty-eight hours of the receipt of complaint. All other
complaints shall be addressed as early as possible. Through which the
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possibilities of dissatisfaction is reduces and most of DTH services are follow the
ways to solve problems of subscribers.

6.11 Advertising through Social Media Activities by DTH


Operators.
Social media marketing refers to the process of gaining website traffic or
attention through social media sites. Social media marketing programs usually
center on efforts to create content that attracts attention and encourages readers
to share it with their social networks. A corporate message spreads from user to
user and presumably resonates because it appears to come from a trusted, third
party source, as opposed to the brand or company itself. Hence, this form
of marketing is driven by word-of-mouth, meaning it results in earned media
rather than paid media. Social media channels to build a conversation with their
customers. This process involves them

posting about themselves,

responding to customer queries/complaints and holding contests. The DTH


industry is one sector where brands are growing their presence socially.
The DTH business competitive industry for companies to survive, customer
satisfaction is of paramount importance. The post makes an attempt to
review the social media activities of key Indian DTH players, with a primary
focus on customer support over Facebook and Twitter. Going social is
probably the best way it can further build relationships with the users by
addressing their queries, interacting with them, launching campaigns and
educating them about their products & services. The response so far that it has
generated is tremendous with active user participation and constant brand
engagement.
The Dish TV is Indias first DTH platform. They have a significant social presence
with nearly 4.5 lakh fans on Facebook and over 4.6k people talking about the
brand, while on Twitter they have over 7,000 followers. For DishTV, Facebook is
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a closed platform and they dont allow fans to send messages or post on their
wall. Only likes and comments on the posts are allowed. Still they respond to
customers posts which get posted as comments and are relatively quick. On
Twitter, they engage in active conversation to solve customer complaints , they
are quick to offer to call customers and make sure that complaint is resolved after
the call by sending a confirmation tweet. Airtel Digital TV is a leader in telecom,
is trying to do the same in DTH as well. The surprising thing about Airtel is their
official website does not have links to their customer support social media
channels instead, they link to Airtel India on Facebook and Twitter. Fortunately
queries sent to other Airtel channels are answered by their customer support
handle. Being a brand with a presence in different segments, they have over 2.5
million fans on Facebook and allow posting on their Facebook wall. On
Twitter, Airtel has over 40,000 followers and the account caters to all Airtel
services. They are probably the only brand that is active round the clock and
provide ready support. Their response time is as less as 10 minutes when
grievances are posted on Twitter.
Tata Skys official website does not even have links to their social media channels
(Facebook and Twitter) making it difficult to establish the veracity amongst the
plethora of Facebook pages present! Tata Sky is on Twitter with nearly 7,000
followers and like any other brand, they receive numerous complaints from
customers all over India. Researcher have observed in their engagement is, they
never use the Reply option. They start a new conversation by mentioning the
customer. This makes it really difficult for a person to follow the conversation.
Researcher believes this is their strategy to prevent anyone else from knowing
the general issues faced by Tata Sky customers.
Social channels of Reliance Digital TV are absolute one way channels. Though
they managed nearly 47,000 likes on Facebook and have 1,250 followers on
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Twitter, Reliance DTV never responds to queries on either Facebook or Twitter.


Their Twitter account is merely a feed of facebook posts. This is a big fail in
todays world. Videocon D2H, like Airtel is serious about supporting customers.
They have over 8 lakh fans on Facebook and over 3,000 followers on Twitter. In
addition to posting offers and trivia, they build conversation with customers.
Problems are responded to in a friendly and timely manner. Sun Direct and DD
Direct+ do not seem to have official Facebook or Twitter channels. While it is
pretty common for government players to have nil or very low profile presence
on social channels, the complete absence of Sun Direct is certainly surprising.

6.12 Sales and distribution of DTH Firms:


A strong distribution network is absolutely essential to compete in this industry.
Not only does it guarantee a country wide reach for a company's products but is
also necessary for providing good after sales service. Sales managers are
responsible for organizing the sales effort, both within and outside their
companies. Within the company the sales manager builds formal and informal
organization structure that ensures effective communication not only inside the
sales department but in its relations with other organizations units. Outside the
company, the sales manager serves as the key contact with customers and other
external publics and is responsible for building and maintaining an effective
distribution network. DTH Solutions enable allocation of marketing resources
between channels and entities within channels, giving you better alignment
between your distribution strategy, and overall business objectives.

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6.12.1 Product wise Distriution:

Figure 48: Product wise Distribution system of DTH

6.12.2 Market wise (Geographically/Area/Region wise)

Figure 49: Market wise Distribution system of DTH

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6.12.3 Customer wise Distribution:

Figure 50: Customer wise Distribution system of DTH


Assessing the best distribution channels for getting products to customers
Determining whether a reseller network is needed to assist in the
distribution process
Arranging a reliable ordering system that allows customers to place
orders
Creating a delivery system for transporting the product to the customer
For tangible and digital goods, establishing facilities for product storage.

6.12.4 Importance of Distribution Channels


As noted, distribution channels often require the assistance of others in order for
the marketer to reach its target market. But why exactly does a company need
others to help with the distribution of their product. Wouldnt a company that
handles its own distribution functions be in a better position to exercise control
over product sales and potentially earn higher profits? Also, doesnt the Internet
make it much easier to distribute products thus lessening the need for others to
be involved in selling a companys product? While on the surface it may seem
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to make sense for a company to operate its own distribution channel (i.e.,
handling all aspects of distribution) there are many factors preventing companies
from doing so. While companies can do without the assistance of certain channel
members, for many marketers some level of channel partnership is needed. When
choosing a distribution strategy a marketer must determine what value a channel
member adds to the firms products.

Figure 51: Implementation of proper distribution channels of DTH


Several surrounding features can be directly influenced by channel members,
such as customer service, delivery, and availability .Consequently, for the
marketer selecting a channel partner involves a value analysis in the same
way customers make purchase decisions. That is, the marketer must assess
the benefits received from utilizing a channel partner versus the cost incurred for
using the services.

6.13 Technological Developments and innovations in the DTH


services to attract customers.
Innovation, concepts of innovation relevant to the industry, source of innovation,
rate of innovation and economies of scale all these concept of innovation in DTH
industry is incremental in nature, everything that is done is due to constant

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research of many marketing and analysts to bring many innovations to the


existing products in the DTH industry. Incremental innovation is suitable and all
the DTH players are concentrating up on. This innovation makes the business to
grow continuously and brings advantages to the customers using the products
and the service. There are many sources of innovation for this industry as
mentioned below, the technology and the people are the main sources for the
innovation.
Customers opinions and their needs can be served by providing a service
which is matching to their needs and requirements every company setups
its own R&D by its own with very intelligent people for meeting the
expectation of the customer. Digital TV, the DTH service from Airtel, has
announced Indias first skin integration innovation on its EPG screen in
partnership with Yahoo. Yahoo takes forward its latest brand campaign
SUBSCRIBER in this first of its kind partnership where an online portal will use
DTH as a medium to promote itself.
The Electronic Programming Guide screen on Airtel digital TV is now completely
integrated with Yahoo Indias homepage. Customers will find a message Fill
Subscriber home page with all the things that make SUBSCRIBER when they log
onto to the EPG screen. A prompting Red Button will take them to a dedicated
landing page that elaborates the offerings on Yahoo Indias new home page. The
SUBSCRIBER campaign enables users to customize the home page as per their
liking and empowers them with the choice to integrate social applications such as
Facebook with their Yahoo homepage. This whole idea was conceived by
Network Play, right from design elements to execution and thanks to Mindshare
for buying into the idea and flawlessly helping people execute it. Tata
Teleservices Limited has announced a technological breakthrough a first-of-its
kind innovation in India with the launch of TATA Photon TV, a new application
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behavior with special reference to Nagpur city (2009-2014)

that allows Tata Photon Plus subscribers to watch live television channels on
their laptops while on the move, and on their personal computers at home and in
the office. The Photon TV service is exclusively available to Photon Plus users.
With its growing popularity, Photon Plus has caught the admiration of millions
of users across the country, with its high-speed data access capabilities and the
ease of mobility.
TATA Photon TV is a personal computer- and laptop-based video-streaming
application, which allows Tata Photon Plus users to view live TV feed from
various sports, news, entertainment and regional channels, and to watch
recorded TV shows from the library (viz Coffee with Karan, Zoom, Pogo, etc),
movies, music and videos on demand. Internet Browsing charges will be charged
as per Subscriber Photon+ tariff plan and it would be applicable while viewing
Photon TV. These charges would be over and above the subscription charges for
the Photon TV. (Approximate data usage is 1-2MB per Min). Rate of innovation in
this sector is growing at a faster rate in the recent years where as it is not very
impressive before this period. The reason for this is the fair competition
between the all players in this DTH industry. It led to the development of
new products in this sector which also led to the diversification of products
as there is abolition of entry of foreign industries into Indian industries
initially. It also made the industries in this sector to establish their own R&D
departments for successful product innovations like Airtel Live, Vediocon D2H.
The brand loyalty for each and every company is very high, so there is no need of
lot of costs to be poured in marketing and promotion of the service and product.
Every function that is performed by the players is a well planned and executed
properly. So in all the areas those players are using the expertise people in the
industry and performing operations in DTH industry very economically.

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6.13.1 Creating impact of Technology:


Technology is spurring the race to the top slot in the DTH sector, with players
employing interactive television solutions (ITV), digital video recorders
(DVR) and high-definition services (HD). The capital investment of the DTH
sector in these technologies in the previous financial year was around Rs. 300
crores, which this year increased to around Rs. 300 crores. And, as new
technology arrives, the investment only increases. Every player spends more than
Rs 3,000 crore to establish basic infrastructure, while the operating expenditure
for a new player is Rs 500-600 crores. The potential of technology is immense.
DTH players are highly dependent on technology to enhance their brand value.
Today, every customer differentiates between brands based on technology and
services. Besides ITV and DVR, there is MPEG 3 with DVBS 2 technology and
HD DTH which increases broadcast capacity and provides better picture
quality. Active services mixed with internet facilities help add value to a
brand and bring customers on board. While 2006 saw the entry of active
services, it is the launch of DVR that has brought a difference to the sector. A DVR,
also known as personal video recorder (PVR), allows DTH subscribers to pause
live TV, as well as record, playback, rewind and fast-forward their TV
programmes, as per requirement.

6.13.2 Increased high definition (HD) services in DTH:


HD is defined primarily by video resolution, which is substantially higher than
that of traditional television broadcasts. It provides for between one and two
million pixels per frame that is roughly five times that of standard definition
television. However, high definition is not defined by only one set of
specifications; it is instead a family of video characteristics. Initially, HD referred
to a video signal that consisted of 720 horizontal lines from top to bottom and
1280 vertical lines from side to side. Compare this to the 380 horizontal lines
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Subscriber find on a conventional DVD movie. Obviously, the greater the number
of lines of resolution, the greater is the amount of detail that can be captured and
displayed. Therefore, the first thing Subscriber will notice when viewing HD is a
sharper image. HD has now come to encompass one more resolution option:
1080 vertical lines and 1920 lines of horizontal resolution. Every
manufacturer references only the horizontal resolution when referring to
HD products either 720 or 1080 HD system is defined by video frame rate, it
includes 23.98, 23, 29.97, 30, 59.93, and 60 frames per second. The frame
rate chosen depends upon the video standard used either PAL or NTSC. Next,
Subscriber will come across another video term progressive scan or interlaced
scan. This is referred to with either a p or an i respectively written after the
numeric resolution value. Progressive scan implies that the video frame on
Subscriber screen is created by sequentially drawing one scan line after another.
On the other hand, an interlaced picture is created by first drawing all even
numbered lines, and then interleaving the odd numbered lines on the screen. The
primary benefit of progressive scanning is a more stable picture with less
flickering this is especially evident when viewing video on a large screen. On HDcompliant products such as Blu-ray players, this specification are mentioned
along with the resolution supported 720p, 1080i and 1080p in order of
increasing quality. 1080p is often referred to as Full HD. High definition (HD) is
new to the TV viewers of India as well as in Nagpur. The concept of HD in direct
to home (DTH) services was launched just a few months back. DTH now
subscribers can enjoy content of different genre in high definition. Right from
general entertainment channels (GEC) to sports channels to movie channels to
infotainment channels are available in high definition. As the awareness of HD in
DTH increases there will be an increased demand for HD DTH connections.
Churning from standard definition (SD) DTH or from cable services
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to HD DTH wont take much time given the audio and visual quality that HD
DTH provides.
Another plus point for HD connection in DTH services is the affordability. The
next buzz word in the television industry is HD or High Definition TV. When DTH
or Direct To Home services came into Nagpur, the whole country and state gave a

Table 10:- Company wise HD Channels available on DTH

very positive welcome as it brought as high quality television viewing experience.


DTH Companies able be away from poor quality TV reception and rainy reception
of the signals. Now taking this to the next level is the HD DTH services (DTH HD
Services). All the top DTH service providers are moving to HD DTH services. DTH
Leaders in India like Sun DTH, Big TV (Reliance Big TV CHANNEL LIST), Airtel
DTH, Tata sky have launched HD or High Definition services to provide highest
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quality TV viewing experience. However, Subscriber should be prepared to shell


out more money to enjoy this HD experience. Even if Subscriber are willing to
spend more money to enjoy high definition TV, at present not all the
channels available in India are HD channels (HD Channels on DTH). Only
very few channels can be viewed in HD. This makes many people hesitate to
invest money in HD set top boxes. If Subscriber already has a DTH connection,
Subscriber will have to upgrade Subscriber set top box to HD enabled set top box.
Subscriber must also have a HD TV because not all televisions are capable of
producing HD quality pictures. The cost of the HD channels is also likely to come
down with the increasing competition in this industry.
When DTH entered the Indian market, the cost of this service was prohibitive and
only the rich and elite could afford it. But today that is not the case anymore as
the price of DTH subscriptions has come down dramatically. The same is
expected to happen with HD DTH services (Big tv DTH Vs Airtel DTH). So if
Subscriber are planning to buy a new DTH connection, it is worth going for HD
DTH so that Subscriber will not have to soon upgrade Subscriber set top box
spending more money. Sun Direct DTH is the first company to launch HDTV
services in India. With this new service they are now targeting the upper class
audience and upper middle class audience. They targeted middle class and lower
class audience with their DTH services (best DTH service in India) so they priced
it very low to capture the market.

6.13.2.1 High Definition services in Airtel Digital TV:


Airtel Digital TV offers 15 True HD channels at a price of Rs. 165/- per month for
all 15 HD channels. Subscriber must opt for a minimum base pack to subscribe
HD channels Pack. Minimum available base packs cost for rest of India
subscribers is Rs. 200/- and Rs. 158 for south subscribers. Total monthly cost for
ROI subscriber is Rs. 365/- per month for 15 HD & 139 SD channels, Initial Cost
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for Opting HD services from airtel is Rs. 2890/- including HD Set Top Box + 1
month free subscription of 156 SD channels. For HD channels subscriber need to
minimum recharge of Rs. 165 to activate HD Top Up.

6.13.2.2 High Definition services in Tata Sky:


Tata Sky currently showcases 10 HD channels under its portfolio at a price of Rs.
100/- per month for all 10 HD channels. Tata Sky also have same condition as
airtel which force customer to subscribe to a minimum base for subscribing HD
Package. Tata Sky minimum base pack also cost Rs. 200/- but offers only 102
channels for ROI Subscribers & Rs. 155/- for South Subscriber for 96 channels.
Total monthly cost for ROI Subscriber comes to Rs. 300/- per month for 10 HD &
102 SD channels and Rs. 255 for 10 HD & 96 SD channels for South Subscribers.
Initial Cost for Opting HD Services from Tata Sky is Rs. 3080/- including HD Set
top box + 2 month free subscription of 148 SD Channels + 1 month subscription
for 10 HD Channels + 4 Free Showcase Movies

6.13.2.3 High Definition services in Videocon D2H:Videocon D2H currently offers maximum numbers of HD channels available
across any DTH platform in India. Videocon D2H provide 19 HD channels under
its kitty at a price of Rs 169/-. They also follow the similar strategy like other
players in the market by not offering any low cost base pack with HD channels.
Minimum base pack available in Videocon D2H cost Rs. 200/- which offers 222
SD channels for Rest of India Subscriber and Rs. 150/- pack which have 176 SD
channels for South India Subscribers. Total monthly cost for ROI Subscriber
comes to Rs. 369/- per month for 19 HD & 222 SD channels and Rs. 319 for 19 HD
& 176 SD channels for South Subscribers. Videocon also offers Platinum HD pack
which costs Rs. 442/- per month includes all HD & SD channels available on its
platform. Initial Cost for Opting HD services from Videocon D2H is Rs. 2890/-

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including HD set top box + 1 month free subscription of 300+ SD channels + 19


HD channels + Rs. 400 Cash-back (Cash-back valid only if bought online)

6.13.2.4 High Definition services in Dish TV:


As of now Dish TV broadcast second highest no. of True HD channels under its
platform. Dish TV claims to provide 44+ HD channels & services but in reality
only 17 Channels are True High Definition channels. All other channels claimed as
HD are just upscale version of normal SD channels. Unlike other players in the
market, Dish TV provide a minimum base pack with HD channels for its
subscriber but with a condition that HD Set Top Box subscriber cannot
downgrade to any SD pack (without HD Channels). Subscriber is forced to use
minimum HD pack even if they dont need HD channels. Minimum base HD pack
cost is Rs. 385 which have 255+ SD channels + 12 true HD channels + 13 Upscale
HD channels. To get all 17 HD channels customer has to subscribe for biggest
pack available on Dish TV + 3 Additional Top Ups which makes the total cost to
Rs. 680/- per month for 17 HD channels, 275+ SD channels and 30+ upscale
channels. Dish TV HD set top box comes with an additional feature which allows
subscribers to record, rewind, forward live TV programs with the help of
recording function in HD STB. Subscriber need to plug in a USB Pen-drive or Hard
disk drive & call Dish TV customer care to start recording functionality. This
feature is completely free of cost to all HD subscribers. Initial Cost for Opting HD
Services from Dish TV is Rs. 2914/- including HD set top box + 1 month free
subscription of 275+ SD Channels + 14 HD

6.13.2.5 High Definition services in Reliance Big TV:


Reliance Digital TV is far behind its competitor in HD DTH segment. Where other
DTH ops are leading with 10, 15, 17 & 19 HD channels, Reliance is lagging behind
with only 7 HD channels in its platform. All 7 HD channels are available at a price
of Rs. 84/- per month along with minimum base pack which cost Rs. 225/197 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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offering 144 SD channels for Rest of India Subscriber and Rs. 225/- pack which
have 150 SD channels for South India Subscribers. Total monthly cost for ROI
Subscriber comes to Rs. 309/- per month for 7 HD & 144 SD channels and Rs. 309
for 7 HD & 150 SD channels for South subscribers. Initial Cost for Opting HD
Services from Reliance Digital TV is Rs. 2974/- including HD set top box + 1
month free subscription of 150 SD channels and 7 HD channels,
Older CRT TVs do not support HD at all. They will however support Subscriber
set-top box and Subscriber can view the regular DTH. Ensure the set-top box and
TV are connected using an HDMI cable. Apart from being a path breaking
technology, HD will also be a lifestyle enabler that will significantly change TV
viewing trends in India. Most of the content today is being shot in HD format.
Typically sports, movies, nature/wildlife, action channels will be the first to come
onto HD. Forty percent of TV sales in India are LCDs which is only expected to
grow this year. Coupled with multiple high interest sports events like IPL, FIFA
World Cup and the Commonwealth Games in 2010, HD is being adopted more and
more by consumers. Moreover the price of the HD box has come as a pleasant
surprise to customers, enabling more of them to have future-ready technology. All
our studies and experience shows that HD is here to stay. In all metro markets, HD
today constitutes 15-20 percent of our monthly customer additions. We launched
with ESPN FIFA and Wimbledon HD feeds and currently have National Geographic
HD. We are working continuously to add new channels in keeping with changing
viewing patters and availability of content

6.13.3 Advantages of DTH over Cable:


If one compares the advantage that DTH has over cable networks then the top
position goes to quality. The clarity of channels that one gets in DTH is nowhere
in comparison to the cable operators. Another advantage of the DTH services is
that one would be able to subscribe only to those channel that one likes to watch.
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In addition many DTH services in India provide HD channels, interactive


services, etc. which are very useful to the customer. Another important factor
that supports DTH services in India is the reduced amount of service
breakdowns. With DTH services, signal reception would be clear and without
breakdown. Even a power cut off at the television operators location would affect
the service and the customer would not be able to view any channels. Other
premium services like Movies on request are available with DTH services through
which customers can even subscribe for movies they like. This feature offers
movies for a very limited price that would work out to be much cheaper than
watching the same movie in a cinema hall. Consumers have to buy a Set Top Box
from cable operator, which will be an additional cost.
There is no guarantee that Consumer will get Consumer set top box installed in
time. They may take days or even maybe a week and sometimes deliberately
delay so that they can charge Consumer extra - Consumer will not receive HD set
top boxes from cable operators- Set top boxes are of inferior quality and they also
do not provide warranty. Many have complained about low quality set top boxes
in the DTH Set Top Boxes will provide Choice of pack with bouquet pricing
or pay only for those channels that Consumer select TV beyond viewing
with value added interactive services, video on demand (VOD) with around
1000 movies and games - DTH service. 24*7 Customer service, hassle free
relocation and reliability that surpass local cable operators service HD
picture quality and recording facility which will offer more convenience to
viewers So DTH is more preferable over Cable operators. To watch digital TV
Subscriber need no longer look to direct-to-home (DTH) service providers such
as Tata Sky, Dish TV, Airtel, Reliance and others. Subscriber local cable TV
operator will be able to bring Subscriber the sharp pictures that Subscriber
longed to see for so many years. Indeed, the digitization of cable television is
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likely to translate into a bonanza for consumers. Since cable operators will now
be in direct competition with DTH service providers.
The former will have to improve their quality of service, offer hundreds of
channels more and come up with competitive subscriber package pricing as well.
Though DTH has been growing rapidly since it was introduced in India about six
years ago, even today the number of DTH subscribers is nowhere near that of
cable TV.
Superior Digital Clarity Quality stereo sound Nationwide Coverage, with
installation and service activated in days. Dynamic Program Packages to
choose from Subscribers only pay for what they want to watch. It is not an all
or nothing proposition like most cable are Premium Channels, Subscriber choice,
selectable anytime by a simple call to our Customer Service Center Advanced
Viewing Control Features like the Electronic Program Guide (EPG) which
provides Subscriber with the current and next program on all channels, Parental
Lock which safeguards Subscriber childrens viewing options, and Pre-booked
Pay-Per-View and Impulse Pay-Per-View Watch that boxing or golf match, horse
racing or Olympic events Subscribers have been waiting to see - in the comfort of
Subscriber own home. By factors the DTH are superior than cable TV which as
follows:

6.13.3.1 Uninterrupted Signal:


This is first and foremost need for television viewing. Every system is useless if
we do not have continuous signal available. The signal availability depends on the
medium of broadcast. Generally, the least signal interruption occurs in case
of Satellite TV as the signal is received directly from the Satellite to the
viewers home. Where as in case of Cable, the intermediate area operators set
up faults or failures can cause disruption in signals which is quite possible given
the power supply scenario is most parts of India. TV network also suffers due to
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ongoing construction works in the neighborhoods resulting in coaxial cable


disruptions and thus, switching off the whole Triple Play Network. But in case of
Satellite TV signal, nature plays an important role. Signal outage occurs in case
of DTH due to heavy rains, storms etc. So, If you live in an area prone to heavy
rainfalls or storms, Satellite TV is not for you.

6.13.3.2 Customer Service:


One major deciding factor should be the customer service provided by the
broadcaster. As we need to use different services, easy access to these services is
a must.

6.13.3.3 STB Software reliability:


As everyone is aware, all the receivers (STBs) work using a software, this
software needs to be reliable. Make sure that you have done enough review of a
product before subscribing to it.

6.13.3.4 Signal Quality:


As the three broadcast mediums are different, Signal quality also might vary.
Although, the quality of audio/video does not differ drastically, but still the noise
can get added to Cable and IP TV broadcast mediums in particular areas making
signals problematic.

6.13.3.5 Network Infrastructure:


As researcher mentioned earlier, this is most important consideration for TV
requirements. Technically, IP TV requires a huge bandwidth to make TV viewing
experience seamless which is still a deterrent in India. This will deteriorate more
once the HDTV channels come into focus. Although broadcasters are claiming to
offer high speed internet services, it is still seen that required speed is not
available in most parts of India.

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6.13.3.6 Services Offered:


All the three broadcast mediums being different, the services offered by the
broadcasters vary widely. IP TV is much more suitable to the needs if you require
Video on Demand much frequently. Also, Electronic Program Guides (EPGs)
flexibilities and accuracy should be a consideration.

6.13.3.7 Cost:
In the end, cost will definitely be a deciding factor. All the three different
mediums cause the cost to vary to extremes. Cable TV is still the cheapest option
as the existing network infrastructure is being used to deliver the signals. Satellite
TV costs are higher due to installation and packaging of channels varying with
each service provider. IP TV seems to be cost effective only if Triple Play
services to be used..In a nutshell, the digital television industry is in its nascent
stage in India with IP TV just being born. It takes a lot of infrastructure support to
provide seamless digital and interactive television experience. Digital Cable
TV and DTH have stabilized over a period of time. It will take some more time
for IP TV in the coming years to prove its edge over the other two mediums.
The Digital Television broadcasting technology is still evolving and it will get
complex with the advent of Personal Video Recorders (PVRs) and High Definition
content. And as every field of life has it, only the fittest will survive.
DTH (Direct-To-Home) connection is a satellite service. With DTH service we can
get direct television services to our home which can be situated anywhere of the
country. There is no boundary of area within the country. As the DTH service is
based on satellite and there is no requirement of wires signal like cable TV
connection. With DTH service anybody can get high quality digital signal on the
television. DTH is very useful in the remote locations where the poor quality
signal of television. DTH also give us best sound and clear picture quality. With
DTH service we can select the channel programs as our choice. The traditional
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cable TV operator give us service with the choice of the own channels but with
DTH service, subscriber can chooses own package or channel as choice. The main
benefit of DTH service, this work on single channel and subscriber do not require
buying new television with more channels. DTH Companies change channel
through the set-top box of DTH service. Subscribers can pay the subscription fee
online through net-banking, voucher recharge or credit card. In India there are
many service providers like Tata Sky, Dish TV, Sun TV, Reliance Big-TV etc. The
main advantage of DTH service, due to high quality picture and sound, we cannot
get much stain on our eyes and ears. And following are the advantages of DTH
services
1. The customer can use the same account (connection) at any place in India The
customer has the freedom to choose the number of channels desired for any
number of days required.
2. The services can be stopped or resumed by just calling their customer care or
just by sending an SMS from their registered mobile number.
3. The connections can be transferred to any other person over phone.
4. The services are very prompt.
5. User has the privilege to change the package at any time.
6. The services are available within minutes after installation.
7. The clarity of the picture is perfect and of high quality.
8. Now a days recharging is very easy by using a scratch card and feeding it
through the remote or by sending an SMS or recharging online using
Credit/Debit Card.
9. Packages or services or Add ons can be changed any time 24X7.
10. Multiple sets can be connected using the same connection just like a TV
showroom does.

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6.13.4 Digital Video recording: (Play, Pause, Rewind forward and


watch)
Indian DTH wars are all set to reach the next level with almost all DTH players
launching Digital Video Recorders (DVR) in the market. DVRs enable subscribers
to record live video feeds and watch them at their own comfort at any time. They
comprise of a hard drive that can store a limited amount of video on it. It is useful
in case Subscriber are working or mostly outside, while Subscriber favorite
shows are on TV or if Subscriber cannot afford a day's leave from office for that
awesome cricket match. A DVR is Subscriber friend in need when the wife holds
the remote at prime time. DVR prices are linked to storage capacity. In China and
Taiwan, DVR boxes can come between USD 60 and USD 100 depending on the
configuration,

storage

capacity,

operating software, and so on.


When imported, the duty and taxes
increase the pricing. The HD DVR
receiver

possesses

several

features that are not found in

Figure 52: Digital Video recording

regular receivers. The HD DVR receiver can have anywhere from 35-hours
to over 300-hours recording capabilities. Even if Subscriber are not at home,
Subscriber can program Subscriber HD DVR receiver to record a particular show.
As soon as Subscriber walks in, Subscriber can easily check the shows that
Subscriber missed while Subscriber was out. With the record feature, Subscriber
will no longer have to worry about missing an episode or a documentary even if
Subscriber have to leave Subscriber home for days at a time. This particular
feature is perfect for individuals who are very busy and yet would like to be
updated with their favorite shows. It is worth noting that these units can record

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Programs at varying levels of quality and the maximum capacity usually refers to
the number of hours it can hold at the lowest quality setting. Certain systems can
record programs at four different quality levels: basic, medium, high, or best.
Newer DVR systems can record HDTV signals. Ever seen full-motion video on the
Web, then it can be known how images can get distorted. This happens on DVR
recordings made at low quality levels, particularly if there is a lot of movement in
the image. The different quality settings are good for different types of programs:
while an old black-and-white movie or a talk show will look just fine at the basic
level, an action movie will be almost unwatchable. So bear this in mind if
Subscriber thinking of buying a DVR primarily to watch Subscriber action
adventure better to go for the higher capacity unit. HDTV is considered as one of
the world's best digital broadcast platforms, with a higher resolution than the
traditional television system.
The images and pictures appear more clear and sharp and sound quality is also
enhanced. HDTV is expected to improve the viewer experience by about 5 times
over a regular television. HD transmissions offer 5 times more pixels than SD
transmission. HD ready transmission at 720p or 1080i are substantially superior
to their SD counterparts as they offer much better picture quality and Dolby
Digital 5.1 audio. HD ready and Full HD LCD TVs are already gaining popularity in
India thanks to stiff competition among the major players like Videocon, LG,
Samsung and Sony. This is one TV service that really can change your life. A
recorder is considered to be mostly upper and middle class product. As the entry
cost to buying a DVR set-top box is higher, its not going to be something most
first-time users are going to buy. The ability to record content for watching it at
viewer convenience has helped shift the power back to the consumer as is
evident in soaring popularity of DVRs all over the world. But in India, industry
experts pointed out that pricing needed to be reviewed, to push DVR sales in the
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country. The DVR feature brings upfront the technology elements. The existing
DVR market has two types of products: one with the in-built storage (Tata Sky,
Airtel) and other with external storage facility (Dish TV). An analyst said, How
much one needs to record is something which differs from person to person.
These days, most people have some or the other form of external storage device
at home which can be very easily used to record as against making consumers
pay for inbuilt storage space in the set-top box. Digital TV [HD] recorder is a new
service from which lets Customers watch and record HD channels.
DTH TV [HD] recorder has 5 times more picture clarity with the highest possible
picture resolution of 1920x1080 and wide Aspect Ratio of 16:9. You also get a
theatre like experience right in your living room with Dolby Digital Plus 7.1
surround sound. For the ever changing trends and fashion of world economy this
HD DVR brings many more facilities and features that compatible with ever
changing taste of people. This is for those who want to get keep in touch with
latest technology like HD DVR that facilities a recording of single movie.TV show
or any other television programs with maximum of 90 hours of your favorite
programs through an easy manageable and accessible set parental controls. After
getting its huge popularity now it is very easy to get HD DVR from satellite
providers. Apart from these there are many media center pcs, TV capture cards
and multimedia pc cards are available in the market with by default HD DVR
compatibility. In these days many brands have come up with their HD DVR
products like SONY and many others that offer various types of HD DVR models
for different needs and requirements.

The digital TV [HD] recorder has several features, the most


prominent being:
Record any programme for viewing later Pause Channels Rewind Channels
Multiple options of viewing and recording
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1. Watch one programme while subscriber record another


2. Record two programmes while subscriber watch one of them.
3. Record two programmes while subscriber watch a third previously recorded
programme Perform advanced recording.
4. Schedule programmes to Record automatically even if the TV is switched off.
5. Record from anywhere - use subscribers cell phone to browse for
programmes and schedule recordings.
6. Record all the episodes of a programme automatically (Series recording)
7. Schedule recordings for a specific time interval (Time-based recording)

6.13.5 Satellite HD DVR


Videocon D2H launches new Satellite HD DVR in July-August 2010 to cater to the
technology savvy customers who are looking for the very latest. It would include
all the unique features associated with DVRs like pause live TV, record, play back,
rewind and fast forward of their favorite programmes for viewing when they
choose. Viewers can record one TV show while playing another, or record both
simultaneously. Viewers would be able to record their programmes from mobile
as well as internet It has unique series recording feature with JPEG images on TV
using our HD DVR and it would be capable of playing HD feed. Through the
Videocon D2H HD DVR, subscribers would be able to easily access premium HD
channels like Discovery HD, NGC HD, HBO HD and ESPN HD. People with the
latest LCD or plasma television will surely enjoy a one-of-a-kind high definition
experience. The images will be displayed in the clearest possible way while the
sound is supported by Digital Dolby.
Subscriber will certainly feel like Subscriber is actually in the movie with the high
image resolution. If Subscriber are already a subscriber of satellite television,
Subscriber will simply have to upgrade to HD DVR receivers to be able to enjoy its
many benefits. We already have as part of our product range the world's first
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satellite DVD. Our satellite DVD can not only play DVD movies but can also
receive DTH services. There are many more innovative products in the pipeline.
This is part of our ongoing commitment to offer consumers in India, the highest
quality DTH services with the latest technology. A few things are assured in the
DTH industry even in the face of paradigm shifts. First, the value of transponders
is likely to fall as compression allows more and more content to go through the
same satellite, and as more satellites are launched. What is clearer than ever is
that Direct to Home (DTH) is here to stay and will play a major role in bringing
television to masses around the world.
Unfortunately in Nagpur, cable TV is associated with poor quality TV and even if
the quality of TV improves with digital cable, the consumers are not getting any
additional offerings. The real VOD service will start when Subscriber have a
library of movies and consumers can pick and choose from it and watch what
they want to when they want to. This requires tremendous downstream capacity
which does not exist today. Currently, content exclusivity is also not allowed in
the country so that has never been the differentiator for the DTH players unlike in
the West where DTH growth is also dependent on content exclusivity.

6.13.6 DDB (Digital Direct Broadcast) Television:


DDB Foundation launched the DDB platform, an advanced TV operating platform
on 03.06.2012. The DDB technology sets new global standards in home
entertainment

experience

and

claims to optimize TV viewing with


enhanced features. It allows the
DDB enabled televisions to perform
multiple functions on one single
platform. This new platform was

Figure 53: DDB (Digital Direct


Broadcast) Television

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behavior with special reference to Nagpur city (2009-2014)

unveiled by the Bollywood beauty, Priyanka Chopra, who is the brand


ambassador for the DDB technology. With the DDB technology, digital signals are
received without the need for a set-top box. Considering the complete
Digitalization regulation by Government by year 2015, and in metros starting July
1, 2012, this technology seems quite promising as DDB technology will meet all
the requirements. It also promises an audio-visual experience that has never
been experienced before. It also adds in cloud computing for saving Subscriber
files. Then, subscriber can browse through websites and indulge in the current
fad of social networks. It can convert 2D channels into life-like 3D quality,
negating the need for multiple devices. The new technological has features
like dual core processor- 350Mhz, 13-bit video processor, Motion
Enhancement and Motion Correction (MEMC), which helps eliminate issues
related to both motion judder and motion blur. It supports 3D technology,
Faroudja Video and Audio Optimization to eliminate distortion by noise signal
and ensures a vivid and clear image. This technology has been pioneered by
STMicroelectronics, Irdeto (software and application maker), Nivio (cloud
computing brand), Strata (sound technology), Videocon D2H and Phillips. The
DDB Foundation spokesperson said, Technology has been evolving continuously
to give us devices that have become an integral part of our day to day lives. The
DDB technology platform is touted to be a game changer in this Industry similar
to what Android has done to the Smartphone devices.
Companies realized that with each passing day, the world is becoming more and
more digitized thereby creating the need for Digital ready gadgets. The DDB
Foundation, a union of seven technology firms, has introduced a new
technology platform that aims to change TV viewing experience in India.
New Digital televisions to perform multiple functions on one single platform,
Digital Direct Broadcast (DDB) Foundation, a conglomerate of seven technology
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entities from across the world, has introduced a digital entertainment platform
Direct Digital Broadcast (DDB). The companies involved are semiconductor
company STMicroelectronics, software and application maker Irdeto, cloud
computing brand Nivio, audio-video technology company Faroudja , Sound
technology company Strata,
This service has launched by DTH service provider Videocon D2H and
Phillips. The platform brings in features like Cloud Computing which allows
sharing of files, pictures or songs over the air, 2D to 3D Conversion which
converts usual 2D images to life-like 3D images along with Direct Satellite
Reception which eliminates the need of a set-top box to the Indian television
screens. Enabling the televisions of today to compete against smart phones and
tablets, the DDB platform will empower them to perform multiple functions on
one single platform. In todays world where technology is on ones fingertips, the
DDB Technology brings in avant-garde features like Internet Browsing featuring
Facebook , Twitter, Google, Skype, Yahoo and other applications; Over the Air
Software Upgrades for updated technology; a 350 MHz Dual Core Processor
integrated with 13 Bit Processor capable of creating a 3 Trillion Color bandwidth
along with Motion Enhancement and Motion Correction (MEMC) capabilities;
the HDMI-CEC enabled DDB Platform devices will come loaded with a 10 Band
Graphic Equalizer, Faroudja Audio-Video Optimized and Strata Certified Audio,
for a better audio-video experience. Envisioned as a platform to enhance
available entertainment options for the masses, the DDB platform while setting
global standards in Home Entertainment experiences will also eliminate the need
of multiple devices across various platforms.

6.13.7 3D HD DVD Quality Picture and broadcasting:


3D technology will make a revolution in the market ...At this same date after 5
years DTH's might have ESPN 3D ,Cartoon network 3D , HBO 3D etc., at that time
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a New DTH operator will Emerge with Mpeg 6 or Mpeg 8 Compression


Technology with DVB S4 technology! Now coming to Each DTH companies
Videocon D2H has launched what is Indias first high-definition digital video
recorder (HD-DVR) with 3D capabilities. The new HD-DVR is supposed to act like
a bridge between the 3D television and the 3D channel feed, and, Videocon has
started airing its own active channel with 3D and HD (16:9) content to let
customers enjoy the service right away. Currently, the DTH service offers up to
288 channels with a wide variety of regional content. HD channels include
National Geographic HD, Discovery HD, and Travel XP, apart from Videocons own
Movies Now HD, HD Active Music, and HD D2H Movies channels Videocon claims
the new HD-DVR unit offers enhanced picture and sound quality, and apart from
being able for pause and rewind live television, will also be able to record up to
200 hours of content. It will be priced at Rs. 3,990. Videocon is also offering a 3D
set-top box without the DVR features, for a lower price Rs. 2,490.

6.13.8 Direct to home classrooms:


Education service providers are now ensuring that the classroom is available
through several channels your television set, the Internet or a centre in a remote
location which links you to a prestigious institute. You no longer need a brick and
mortar structure with a sprawling campus to acquire knowledge new-age
facilitators are out there to bridge the physical boundary between an educator
and a student So several online learning portals have moved into the virtual
classrooms

business,

among

them Extramarks.com,

classroom

teachers.com and Edu-comp. And Doordarshan now runs four educational


channels. They touch 8.5 million homes through web casting and DTH which
uploads the educational content for the state-owned broadcaster .IIT-Mumbai
will now come to you and you'll have to get used to saying good morning to a
Space Teacher. In layman's terms, this is known as remote education. On the IIT
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campus, it's called the Space Teach programme, a joint initiative between the
institute and VSAT services provider HCL Comet. Off-campus students, in Mumbai
or other cities, will now be able to pursue IT courses on a real-time basis without
actually being present on campus. Making this possible will be VSAT technology
delivering courses via satellite connectivity to pre-determined remote locations.
The HCL Comnet project is part of the IIT's Kanwal Rekhi School of Information
Technology (KReSIT), which aims to provide high quality IT education to
students across the country. Remote education per se is not a new concept in
India. The traditional way has been through correspondence courses, the study
material is shipped to students or posted on the internet. Technologies like VSAT
(very small aperture terminals) now enable this information dissemination to
take place on a real-time basis.
6.13.9 IPTV- Next-Generation Television Experience
The technology that delivers television and value-added video services using
Internet Protocol is called IPTV. IPTV will be in focus in future for virtually
every progressive service provider. A changing regulatory landscape, new
technologies and delivery models, and the promise of ubiquitous
broadband access have sparked new business opportunities among media
and telecommunications organizations. IPTV is such a significant invention
that analysts predict around 50 million IPTV subscribers worldwide by 2014. As
viewing habits evolve from a passive consumption of TV to an interactive user
experience, IPTV service providers need to quickly recognize and exploit the
market opportunities that lie ahead. Traditional communications players will be
forced to present a differentiated offer, either through the introduction of new
value-added services or competitively priced entertainment packages. As
traditional voice and Internet service providers consider offering TV and
integrated video services over broadband infrastructures, current TV providers
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such as cable and satellite operators are also looking at Internet as another
distribution channel to expand the types of services they can offer. IPTV is
expected to be the real significant application in the telcos' broadband services
portfolio that will increase average revenue per unit (ARPU) and help preserve
users' attachment. IPTV is interactive because of availability of return path and
therefore, it is capable of providing video on demand (VOD), time shift television,
gaming, and many other innovative applications. Video advertising is another
phenomenon making its way from the Internet to the IPTV, providing another
tool for revenue generation and subscriber retention. Corporate users can find
extensive uses for IPTV in delivering training, conferencing, and an infinite
availability of both live and archived video yet the corporate world is lagging
behind.

6.13.10 Mobile TV:


Mobile television is television watched on a small handheld or mobile device. It
includes pay TV service delivered via mobile phone networks or received free-toair via terrestrial television stations. Regular broadcast standards or special
mobile

TV

transmission

formats

can

be

used.

Additional

features

include downloading TV programs and podcasts from the internet and the ability
to store programming for later viewing. DTH service Dishtv has launched a
"mobile service" targeting long-distance bus and tour operators, ships, cruises
and even trains. Next to that Direct to Home (DTH) operator Tata Sky is counting
big on its TV on mobile service as a major revenue stream in future. The service,
which was recently launched by the company, is already nearing one lakh
subscriber mark and growing. it has tremendous response to this service even
from smaller town,

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Chapter-7
Consumer buying
behaviors of Nagpur City
people regarding DTH
Services

If you use your mind to study reality, you


won't understand either your mind or reality.
If

you

study

reality

without

using

your

mind, you'll understand both.


Bodhidharma

214 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-7
Consumer buying behaviors of Nagpur City
people regarding DTH Services

6.1 Introduction:

7.1 Introduction:
The aim of marketing is to meet and satisfy target consumers needs and wants.
The field of Consumer Behavior studies how individuals, groups and
organizations select, buy, use and dispose of goods, services, ideas, or experiences
to satisfy their needs and desires. Predicting consumer behavior and knowing
customers is a difficult task. Customers may say something but do another.
Organizations and marketing managers need to understand the secrets behind
consumer behavior and develop mechanism to measure them also. The DTH
marketer identified map of consumers behavior and then try to develop
marketing strategy to satisfy customers and retain them for longer period
of time.
The consumers buying behavior is influenced by cultural, social, personal, and
psychological factors. Cultural factors exert the broadest and deepest influence.
Sometimes even consumer may not be aware about his deeper motivations and
the reason why of buying and may change his mind. In spite of such diversities
among consumers there are many similarities in their behavioral pattern. Results
from such studies will help marketer to proactively design a marketing offer
which consumer is likely to ask.
Consumer Behavior is the process and physical activity individuals engage in
when evaluating, acquiring, using, and disposing of goods and services. By
Louden-Dellabitta

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2) Consumer Behavior refers to the behavior that consumers display in


searching for, purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs. Study of Consumer Behavior is
the study of how individuals make decisions to spend their available resources
like time, money and effort on consumption related items. By Schiffman and
Kanuck

7.2 Purchase Decision Process regarding DTH Services:Generally buying decision process can be divided in to five stages: Problem
Recognition, Information Search, Evaluation of Alternatives, Purchase Decision
and Post Purchase Evaluation. All consumers may not go through all of the five
stages. E.g. Purchaser of low involvement product would not go through all the
stages. However, Buyer of high involvement products would pass through all the
stages.

Figure 54: Purchase Decision Process by Five Stage Model of Buyer Behavior

a)Identify the problem:The buying process of DTH Connections and services starts when the buyer feels
a problem or need. The need can be triggered by internal or external stimuli. A
person may feel hungry internally for clarity of broadcasting clear viewing
picture and there are so many options of DTH and HD DTH connections and
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behavior with special reference to Nagpur city (2009-2014)

cable are available into the market so marketers try to stimulate the needs and
help people identify these needs by intelligent use of market offering of DTH and
its services such as DTH Services, Schemes, packaging, pricing or promotions.

b) Information Search:
A customer who realizes his need for the DTH Services will try to gather
information regarding all DTH services, its schemes, Packages, VAS, Picture
quality, service etc., The Information search about DTH connections helps
customer to understand the Quality of DTH Services better and also create
awareness about competing brands. Past purchase experiences will reduce the
time required for information search. The information gathered from several
sources like: Personal Sources: - Family, Friend, Neighbors, acquaintances.
Commercial Sources: - Advertising, Salespersons, Dealers, packaging, displays.
Public Sources: - Mass media, Research organizations.
Experiential Factors: - Past experiences, free trials.
Generally, customer receives the most information from commercial sources.
However, the most effective information comes from personal sources. As the
customer gathers more and more information, his awareness level about the DTH
Services and competing brands and their features will increase. The marketer
must identify relative importance of different information sources which will help
in designing effective marketing communication.

c) Evaluation of Alternatives: In this stage, customer analyses the information available with him to select the
right DTH Services or brand. The criteria to evaluate a DTH Services may
differ depending on buying situation, level of involvement etc. The
evaluation is based on rational and conscious thinking as well as mental
processes such as perceptions, attitudes, predispositions etc. During this
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behavior with special reference to Nagpur city (2009-2014)

stage customer assigns relative importance to different attributes of the


brand or DTH Services on the basis of accumulated information and draw
conclusions about their relative potential to satisfy his desired needs. By
developing understanding about how customer evaluates the DTH Services
Scheme, Clarity, VAS , the marketer can improve or develop the DTH Services and
segment the market on the basis of DTH Services attributes. The communication
mix can be designed to prominently highlight those benefits which are most
sought after by the target markets. Evaluation leads to formation of buying
intention that can be either to purchase or reject the DTH Services or brand.

d) Purchase Decision:Purchase intention may lead to purchase decision. There are three factors which
intervene between buying intentions leading to buying decision, Attitudes of
others such as spouse, friends and relatives. Intensity of negative attitude
and buyers tendency to comply with this attitude are the most significant
contributor. An anticipated situational factors such as family income, cost of
buying and expected benefits of the DTH Services are significantly impacted on
buying decisions of DTH connections. Purchase decision involves five sub
decisions:
A brand decision (what to buy?),
A vendor decision (Where to buy?)
Quantity decision (How much to buy?),
Quality decision, timing decision (When to buy?)
Payment decision (Cash payment or credit payment?).
Purchase is consumer commitment for a DTH Services. This stage completes the
transaction.

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e) Post Purchase BehaviorAfter purchasing and consumption of DTH services, customer will experience
some level of satisfaction. If the performance of the DTH Services meets his
expectations, he will be satisfied. If performance of the DTH Services exceeds his
expectations, he will be delighted and if it falls below his expectations he is
dissatisfied. Post purchase behavior refers to the behavior of the consumer
after the purchase and it depend upon customers experiences of using the
DTH Services and degree of satisfaction. A satisfied customer may involve in
repeat purchases or repetition. However, the delightful customer becomes a
brand advocate spreading positive image of the brand. Dissatisfied customer not
only abstains from repeat purchasing but may also bad mouth the DTH Services
or brand. Post purchase behavior also includes learning about the ways DTH
Services is used and Subscribed. The study may reveal new usage of the DTH
Services or threats caused to Taste and preferences. It may also help customer to
design marketing mix.
7.3 Consumer buying behaviors in Nagpur City.
Nagpur city has become a seven player market, with Sun Direct, Airtel digital and
Videocon D2H joining the club with TATA Sky, Dish TV, and DD direct. This has
helped not only TV penetration but changed the TV viewing experience too.
Without doubt, digital TV
heightens the TV viewing
experience

and

that

obviously is the reason why


weekly time spent on the
DTH platform. Music takes
the cake for having an edge
Graph 15: Preferences of DTH Channels in
Nagpur City
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on the digital platform; English movie consumption too is more on DTH. This
change occurs while consumption in viewing experience is being raised thats
affecting on viewers consumer taste and preferences, which acts on behavior in
different manner. Meanwhile, on digital, the customer pays for value. This growth
has come in spite of many roadblocks like regulation issues. The operators have
to carry all channels without discrimination. Players like Tata Sky are developing
their own applications that differentiate them from the others. Currently it has
channels for games, cooking, astrology, and religion, besides others. Active Wizkids, Active Learning, Active Stories, Active Topper are some of the applications
targeted at kids. Despite the benefits that the digital platform offers, there are
challenges that hinder its growth. The cost of acquisition of a customer is really
high, which involves taxes, subsidies on set-top boxes, putting up customer
support and other infrastructure, besides marketing and advertising initiatives.
The rise in DTH penetration definitely would increase coverage, especially
in areas where cable penetration is lower. It would improve reach of niche
channels, which cable operators usually ignore.
In spite of the fact that DTH would increase time spent watching better quality
output, DTH has its flip side too. Some of the DTH providers are offering
recording facility in the set-top-boxes, giving liberty to the audience to watch as
per their convenient time and all this factors of selection totally based on
changing consumer behavior. It is stated as the behavior that consumer display in
searching for, purchasing, using, evaluating, and Consumer purchase decision A
decision is the selection of an action from two or more disposing of products,
services and ideas that they expect will alternative choices. Consumer decision to
purchase DTH to satisfy their entertainment needs. The purpose of a consumer
behavior model is to help vendors understand how consumer makes a purchasing
decision. If a DTH firm understands the decision process, it may be able to
220 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

influence it. The first part discusses social factors which are important for
consumer behavior. These are: culture, socialization, social classes, referent
groups, family and situational factors. In the second part, psychological factors
are analyzed, motives and motivation, perception, attitudes, personality, lifestyle
and knowledge. The third part includes information processing, then the process
of learning, attitude changes and influences on behavior, the fourth part deals
with the decision process, starting from problem recognition, searching for and
evaluating information, the buying decision and post-purchase consumer
behavior. The fifth part deals with organizational buying behavior and the sixth
accounts for other aspects of consumer behavior: communication, diffusion of
innovation and consumerism. Consumer behavior involves the use and disposal
of products as well as the study of how they are purchased. Product use is often of
great interest to the marketer, because this may influence how a product is best
positioned or how it can encourage increased consumption.

7.3.1 Influence of Economics:


Economic environment consists of economic policies, economic systems, and
economic conditions prevailing in the country, state and city. An economic
policy consists of export-import policies, broadcasting policies, industrial
policies of DTH services. Economic system includes free market economy,
mixed economy and Economic conditions include interest rates, inflation rate etc.
DTH Marketer need to pay attention to different economic variables as gross
domestic product, disposable income and purchase power of different population
segments, rate of growth of economy in DTH sectors for making economy boost in
broadcasting industry, credit availability and interest rate, behavior of capital
market, exchange rates, capital rates etc. Marketer need to know the different
stages of business cycle and the stage of cycle economy is currently operating
into. The business cycle consists of four stages, recovery, boom, recession and
221 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

depression. Boom is the period of economic growth of DTH firm expands their
marketing activities; enter new markets where as recession is a period of
economic activity when income, production and employment tend to fall. In
recession, firm look to cut down operating costs, lower prices and in general
slowdown marketing activities. The disposable income of the customers and
their willingness to spend are important indicators e.g. rising disposable
income in middle class segment resulted in increasing demand for DTH
products in Nagpur. Inflation refers to an increase in prices without a
corresponding increase in wages, resulting in lower purchasing power of
consumer and thus affecting demands for products and services. Higher interest
rates increase cost of capital and overall operating costs.

7.3.2 Influence of Psychology:


Once the consumer has recognized a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007)
explain that consumers undertake both an internal (memory) and an external
search.
Sources of information include:

Personal sources

Commercial sources

Public sources

Personal experience

The relevant internal psychological process that is associated with information


search is perception. Perception is defined as 'the process by which an individual
receives, selects, organizes, and interprets information to create a meaningful
picture of the world'. Selective exposure consumers select which promotional
messages they will expose themselves to. Selective attention consumers select
which

promotional

messages

they

will

pay

attention

to.

Selective

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comprehension consumer interprets messages in line with their beliefs,


attitudes, motives and experiences. Selective retention consumers
remember messages that are more meaningful or important to them. The
implications of this process help develop an effective promotional strategy
and select which sources of information are more effective for the DTH
brand.
At this time the consumer compares the DTH brands and its services that are in
their evoked set. The marketing organization increase the likelihood that their
brand is part of the consumer's evoked (consideration) set? Consumers evaluate
alternatives in terms of the functional and psychological benefits that they offer.

7.4 Factors Influencing Buyer Behavior:


The DTH players in Nagpur needs to understand what benefits consumers are
seeking and therefore which attributes are most important in terms of making a
decision. Once the alternatives have been evaluated, the consumer is ready to
make a purchase decision about DTH Service subscription. Sometimes purchase
intention does not result in an actual purchase. The DTH Companies of Nagpur
facilitate the consumer to act on their purchase intention. The provision of
credit or payment terms may encourage purchase, or a sales promotion
such as the opportunity to receive a premium or enter a competition may
provide an incentive to buy now. The relevant internal psychological process
that is associated with purchase decision is integration. A key point for subscriber
to remember in serving others is that todays consumers are far more educated
and informed than at any point in history. DTH Subscribers are more selective,
have more choices, and are more demanding than their predecessors with the
proliferation of the Internet and social media, people can access information
almost instantly from virtually anywhere. As a result, customers are savvier and
better prepared to make buying decisions. The subscribers got most of the
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information from an advertisement or have to depend on a salesperson to


educate them.

Figure 55: Basis of consumer buying behavior

7.4.1 Cultural Factors:


7.4.1.1 Culture:
This chapter researcher examines the impact of group influence and culture on
consumer behavior. The impact of a consumers culture pervades all elements of
their life regarding choosing of DTH services. Culture impacts decisions regarding
the subscription of many different services and packages including types of VAS,
entertainment, music, food and astrology. Additionally, a consumers family and
the reference groups with whom they identify also have a great impact on the
Nagpurs consumers decision-making processes and purchase patterns.
Culture is the complex of beliefs of human societies, their roles, their behavior,
their values, traditions, customs and traditions. Culture is an extremely important
concept to understand consumer behavior regarding purchase and render its
services and that needs to be examined, because festivals, language, seasons are
influence on subscribers of Nagpur. Culture is the sum of a shared purpose among
members of society, customs, norms and traditions. The basic reason of persons
224 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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desire or determination is culture. Cultural factors comprise of set of values and


ideologies of a particular community or group of individuals. It is the culture of an
individual which decides the way he/she behaves. In simpler words, culture is
nothing but values of an individual. What an individual learns from his parents
and relatives as a child becomes his culture. In Nagpur City, people still value
joint family system and family ties. Children in Nagpur are conditioned to
stay with their parents till they get married as compared to foreign
countries where children are more independent and leave their parents
once they start earning a living for themselves. Cultural factors have a
significant effect on an individuals buying decision of DTH services. Every
individual has different sets of habits, beliefs and principles which he/she
develops from his family status and background. What they see from their
childhood becomes their culture.

Figure 56: Variables impacting on consumer behavior

225 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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7.4.1.2 Subcultures
Each culture contains different subcultures such as religions, nationalities,
geographic regions, racial groups etc. DTH Players use these groups by
segmenting the market into various small portions. For example DTH players
design products and service according to the needs of a particular geographic
group. Geographical regions and religions are essential in the formation of subculture. As like Nagpur people are mostly belongs from Marathi families,
thats why the consumption of Marathi channels are entertainment
channels package are most. The preference of individuals who live very close to
each other can be different. Individuals belonging to different have different
subculture values, attitudes and social structures of the members of other subculture, these differences, sub-cultural segmentation of the market activity has
made an important variable. It is important to know the characteristics of the
sub-culture in creating the marketing mix price, brand name identification,
promotional activities and product positioning. Each culture of Nagpur further
comprises of various subcultures such as religion, age, geographical location,
gender (male/female), status etc. Different Peoples are staying in different
localities of Nagpur City thats why their taste and preferences of channel
subscription is gets change. like those who are living in remote areas where zuggi
and zopad-pattis (Slums) are there like Pardi, Nandanwan, Gandhibagh,
Indora, Bezanbagh, Teka Naka-Kamptee Road, Mecosabagh, Kalamna,
Mominpura, Itwari and so on in these area different kinds of people having
different religion are stays, and researcher found that each religion has different
taste and preferences while selecting schemes and packages and channel
subscription of DTH broadcasting.
In Central Nagpur Mahal is the oldest part of Nagpur, with relatively narrow
streets and crowded residential areas. Mahal is also known for its cloth market
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and market of second hand books situated at Kelibagh road all these people are
mainly busy in their businesses thats why for refreshment they prefer
entertainment, Sports Pack and News packs. Sitabuldi is the main commercial
part of the city. It is also the largest wholesale vegetable market in Nagpur. The
Sitabuldi Main Road is one of the main shopping streets in the area. Dhantoli is a
residential area in Nagpur in this are high class people are staying they are
mainly prefers English channels as well as all packages of entertainment accept
regional and news packages. In West Nagpur Dharampeth, Shivajinagar,
Gokulpeth, Gandhi Nagar, Ambazari Layout, Shankar Nagar, Bajaj Nagar,
Abhyankar Nagar, Laxmi Nagar, Pratap Nagar, Khamla, Vivekanand Nagar,
Ramdaspeth are residential areas in this region these localities prefers Music
channels pack, sport packs, entertainment packs more because most of the
youngsters are staying in these area for education purpose and their test and
preferences are belongs to their atmosphere. Civil Lines mostly comprises of
government offices and residences as well as a bench of the Bombay High Court
bench and the Legislative Assembly of Maharashtra (Vidhan Bhavan) these
people are so choosy customers movie on demand is running more amount in
civil lines and specially in central Nagpur. These people taking full benefit of
High-class education thats why they prefer online education, Active learning like
Value- Added Services. Seminary Hills is home to educational institutes such as
SFS College, LAD College, Nagpur Veterinary College, and Maharashtra Animal
and Fishery Sciences University. Sadar is a popular shopping place, located close
to the railway station and in these are the people prefer most value added
services and due to high class subscribers people prefer HD Set top boxes of DTH
services.
In Medical Square is located near Government Medical College and Hospital,
which is a government run public health care body. Sakkardara Square is located
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close to Sakkardara Lake. Budhawar Bazaar is a place where a weekly market


held on Wednesdays. Manewada, Besa, Narendra Nagar and Satyam City are
suburbs with many new residential projects. Rameshwari comprises of
Vishwakarma Nagar, Chandramani Nagar, Kunjilal Peth, Nalanda Nagar,
Bhagwan Nagar, Trisharan Chowk, Kanshi Nagar, Shatabdi Chowk, Ramabai
Ambedkar Nagar, Jogi Nagar, Bhim Nagar, Babulkheda, Kukde Layout,
Kaushalya Nagar etc. and has a large Dalit population these people are
prefers more filmy channels and lord Buddha channel for watching.

7.4.1.3 Religion (Hindu, Muslim, Sikhism, Christianity, Jainism,


Buddhism):
Religion can also have a major impact on consumer behavior. Religion impacts on
the values and behavior of many individuals. It establishes a set of beliefs and
dictates norms of behavior. In some societies these are so binding that deviating
from these norms is punishable by law. In other smaller religious subcultures,
such as in Nagpur City behavior that is considered out of the norm can result in
social censure. Religion can impact on an individual consumers decision making
on anything from the subscription of DTH services they take, the packages they
are demanding. Nagpur people are mostly living in joint families so according to
their religion regional packages and channels those are representing their
culture, language and rituals people prefer it most. Given the number of
consumers for whom religion is important, some marketers have chosen to
specifically target these groups with their marketing efforts. Two key areas
where religion could impact marketing activities are promotion and the DTH
services itself. On the other hand a teenager would prefer music Channels
edutainment channels. According to religion the taste and preferences about DTH
services is varies because subscribers want to see the channels those are related
with their life and religion.
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7.4.1.4 Language impact on Consumers of Nagpur City:


To acquire a common culture, the members of a society must be able to
communicate with each other through a common language. Without a common
language, shared meaning could not exist and true communication would not
take place. Marathi is regional language of Nagpur but most of the people are
getting used to of Hindi language as well. So the marketing massage has been
passed out in form of Marathi and Hindi so massage can be easily places in
consumer perception. those subscribers are belongs to their respective state their
mother tongue varies and according to customer demand DTH players makes
subscription of regional language free. Like Marathi, Oriya, Bengali, Guajarati,
Tamil, Telugu etc and these all subscribers are residential of Nagpur City. All
subscription makes activated as per consumers demand.

7.4.1.5 Social Class:


Social groups, although they dont shown in a formal process of similar lifestyle
shows are groups formed by individuals. There are several features of social
class. First, the behavior of members of the social class structure, education
levels, attitudes, values and communication styles are similar, and these
characteristics are different from other social class members. Social classes are
groups who share similar values, interests and behaviors, that they are relatively
homogeneous and continuous .Social classes pronounce preferences in clothing,
fig, home furnishing, entertainment and gaming activities, such as automobiles
and certain product and brand. Some marketers are focusing their efforts on only
one social class. Social classes are also different in their choice of media. For
living luxurious life people spent extra on Value added services and High
definition channel subscription, as the ratio of rich people is raising in
Nagpur city, the income level of Nagpur city people is raising thats why they
prefer this innovative services.
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Upper-class consumers prefer books and magazines while sub-class consumers


television. As TV programs the upper class consumers prefer news and dramas,
but low-class consumers films and sport programs. There are also language
differences between social classes. Advertisers should be prepared with the
language which is spoken in the social class. Therefore, marketers should appeal
communication channels and communication styles by determining by social
class. Every society possesses some form of social class which is important to the
marketers because the buying behavior of people in a given social class is similar.
In this way marketing activities could be tailored according to different social
classes while marketing of DTH services subscription.. Here researcher notes that
social class is not only determined by income but there are various other factors
as well such as: wealth, education, occupation etc.

7.4.2 Social Factors:


Social factors also impact the buying behavior of consumers at the time of
subscribing and purchasing of DTH services. The important social factors are:
reference groups, family, role and status

7.4.2.1 Reference Groups:


Reference groups have potential in forming a person attitude or behavior. The
impact of reference groups varies across brands and schemes and subscription
packages of DTH services in Nagpur City. For example if the channel and Value
added services are concerns then the influence of reference groups will be high.
Reference groups also include opinion leader (a person who influences other
because of his special skill, knowledge or other characteristics). Who takes a
decision and pay for DTH product, Reference groups influence the consumer by
serving as direct (face to face) or indirect points of comparison or reference in
building a consumers behavior and attitudes. In a reference group with direct

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influence, several individuals may be a part of the consumers purchase decision.


The typical roles of these individuals are:

7.4.2.1.1. The Initiator:


The Initiator is the individual that first suggests or thinks of the idea of buying
and subscribing a DTH service.

7.4.2.1.2 The Influencer:


At the time of purchase and subscribe DTH Services, Influencer is the individual
whose view or advice influences the consumers buying decision. This person is
sometimes also referred to as the Opinion Leader. The Influencer is usually has
special skills or knowledge, personality or other characteristics that will exert
social influence on other members of the group. The role of the Influencer or
Opinion Leader has taken on a whole new meaning and emphasis with the advent
of social media platforms.

7.4.2.1.3 The Decider:


The Decider is an individual with power and/or the financial authority to make
the choice regarding which brand of DTH and its services to buy. This is usually
the consumer, but it can also be another person.

7.4.2.1.4 Buyer:
The Buyer is a person who conducts the buying and registering transaction for
DTH Purchase and activation. This is also usually the consumer, but it can be
another person as well.

7.4.2.1.5 User:
The User is the person (or persons) who will actually use the DTH services that
has been bought. It is important to note that very often consumers are influenced
by reference groups that they do not belong to. Subscribers sometimes refer to
these groups as aspiration groups. This may lead them to buy many of the same
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products and value added services that the team members may be endorsing, so
that they can move towards their goal of acquiring many of the same traits of
those group members. Aspiration groups can exert a lot of influence over a group
of consumers, and their potential to help a marketer increase sales should not be
ignored.

7.4.2.1.6 Family Groups:


Family Groups are usually considered to be the most important buying
organizations within a given society. Marketers are most interested in the roles
and influence different members of a family group on a large variety of DTH
services and channel subscription a consumer may buy or activate according to
the awareness. Over time the buying roles of the traditional husband-wife model
relationship have been changing. In most societies, the wife is usually the
primary buyer for the family unit, primarily in the service categories of
DTH. However, with more women entering into full-time work, and more
men becoming telecommuting, traditional family roles are changing. The
challenge for the marketer is understanding how these societal changes affect
demand for their services and subscriptions and how the messaging mix might
need to be changed to attract male rather than female buyers in a given product
category (or vice versa). Another factor to consider in Family Groups is the stage
of life of its members. Married individuals tend to show strong desires towards
entertainment services which would benefit not only them but also the members
of their family group. A consumer who has a spouse and child at home usually
subscribes new services of DTH for them like cartoon packs, sports pack, active
gaming and active learning for their child and entertainment pack for wife rather
than spending on themselves. A consumer entering into marriage would be more
interested in subscribing Entertainment and regional channels.

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7.4.2.1.7 Family
Buyer behavior regarding DTH services in Nagpur is strongly influenced by the
member of a family. Therefore marketers are trying to find the roles and
influence of the husband, wife and children. According to their needs, taste and
preferences the channels and value added services are subscribes by
recommendation of family members. Entertainment packs for woman and
kids value pack and Cartoon channels basically needs of kids and active
learning are also subscribes for them also. If the buying decision of a DTH
services are influenced by wife then the marketers will try to target the women in
their advertisement. Here we should note that buying roles change with change in
consumer lifestyles

7.4.2.1.8 Primary Group:


Primary groups are intimate, face-to-face such as family and peer groups. In this
way the brand of DTH, VAS, and Schemes of DTH selection is a complete family
decision Informal primary groups include family and peer groups.

7.4.2.1.9 Opinion Leadership:


Opinion Leadership is an act of Word of mouth by friends, neighbors, and work
associates People turn to others for advice about DTH services, plans and
attractive offers, not always honest if opinion leader, usually category specific
these Opinion Leaders have knowledge and interest about the DTH services and
plans these are innovators.

7.4.2.1.10 Family of Orientation:


It Consist of ones parents and elders which Provides orientation towards Social,
Religion, Politics, Economics in which the proper plans and packages of DTH
services has been selected by complete families and which is group and family
decision. Another factor that Emotional factors in which Self Worth, Ambition,

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Love and Care are included through which VAS and demanding packages are gets
changes according to family members.

7.4.2.1.11 Family of Procreation:


Consist of ones spouse and children most important buying unit in a market.
Means its not have big family but the decision is taken about DTH in accordance
with individual demands.

7.4.2.1.12 Role and status:


Social status of each person throughout his life depends on a Family Group, clubs
and organizations. Person's position within each of these groups can be defined
based on the role and status of the individual. Every role includes activities that
are expected of a person. Someone may have the role of the daughter of a family
and beside her family may have the role of a wife and a mother and she may have
the role of responsible sales manager in the company where she works. Each of
these roles has special effects on purchasing behavior (kotler, 2009). Each role
has a dignity. Dignity is the respect that society has toward that role. Generally,
people choose products which are the messengers of their social role and status
in the community (kotler & Armstrong, 2006). When a person accepts a role,
the normative pressures have effects on the person to act in a special way. An
important role in consumer behavior is related to the decision maker; she makes
the final decision about which brand to choose (Mown & Minor, 2009, 395). One
aspect of social status is a consumer's economic status. Marketers take into
consideration the social class of the consumer when tailoring messaging to them.
A social class is a relatively "permanent" and ordered division in a society whose
members share similar values, interests, and behaviors. These classes have their
own distinct reference groups and often reference groups in some classes will
influence consumers who are members of a different social class. Different social
classes will tend to desire different categories of products as part of their
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consumer buyer behavior. For example, an upper middle class consumer will
tend to spend more of their disposable income on "luxury" items, whereas a
consumer from middle to lower income groups will tend to purchase items that
are required for their own survival over day-to-day comfort. In the United States,
there are four distinct class groups:

7.4.2.1.12.1Upper Class:
a) Upper Uppers:
The social elite who live on inherited wealth. They are philanthropic, own
many homes, and send their children to the best schools, and uses luxurious
items and spends more money on television entertainment.

b) Lower Uppers:
Lower upper means those Consumers who earn high income through great
ability. They are active in social and political culture groups, buy expensive
homes, educations and vehicles. Thats why these people are having different
taste and preferences while selecting DTH services. These people have 2 or more
connections at one place with different subscription and choose HD clarity with
video recording options. And different kinds of VAS services subscribes by these
customer only.

7.4.2.1.12.2 Middle Class:a) Upper Middles:


These people are Professionals and corporate managers who don't have a high
family status or unusual levels of wealth. They believe in higher education, and
they want the "better things in life. Mostly they belongs to service class and they
prefer DTH service to take advantage of DTH services, and movie on demand
subscription to reduce tension of their work.

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b) Middle Class:
These are average income earners, white and blue collar consumers who live in
the better part of town. They buy products to keep up with current trends. They
want to be in a nice home in a nice area and send their kids to quality schools.

7.4.2.1.12.3 Working Class:They lead a working class lifestyle at any income level, education level, or job.
They usually will depend on relatives for economic and emotional support, for
purchasing advice, and for assistance in rough times. Family is the most
important reference and cultural group.

7.4.2.1.12.4 Lower Class:Upper Lowers: These are the working poor. Their living standard is just above
the poverty line, and they actively strive to advance to a higher class of life. Often
they do not a great education or skills, and they are often poorly paid for
unskilled work and tasks. They have DTH connections due to unavability of Cable
connections in their areas and they subscribe fewer services as compare to
average customer. These customers are satisfied with basic packages of DTH
services.

a) Lower Lowers:
These are the visibly poor in society. They are poorly educated and unskilled.
They are usually out of work and depend on the government for assistance most
of the time. They are in the middle of a day-to-day existence. It is the marketer's
job to not ignore any of the reference groups of our target markets. DH
Companies must be constantly researching and identifying these groups, because
they will expose people to new lifestyles and behaviors, and change their
attitudes and influence the consumer's self-image. Reference groups are a vital

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component of our marketing campaigns. These companies opted only free to air
channels for taking advantage of DTH and cable.

7.4.3 Personal factors:


DTH Companies understand that people subscribes different things based on
their ages and life-stages. Personality describes a persons disposition, helps
show why people are different, and encompasses a persons unique traits. Age &
life-cycle stage (family life cycle: single, newly married couples, full nest I, full
nest II, full nest III, empty nest I, empty nest II, solitary survivor.
1. Occupation (occupation affects consumption patterns)
2. Economic situation
3. Lifestyle (pattern of living as Activities, Interest, Opinions, AIOs)
4. Personality (personality is defined in terms of traits; these are psychological
characteristics which lead to relatively consistent patterns of behavior
towards the environment)
5. Self-concept (self-concept is reflective of identity; how a person perceives
himself including attitudes, perceptions, beliefs etc). Products and brands also
have a personality; consumers are likely to choose such brands whose
personalities match their own self.

7.4.3.1 Age and Life-Cycle Stage


As per the age of subscribers the taste and preferences about entertainment and
television viewing have been changed, i-darshan for old age people, Kids pack for
children and entertainment packs for womens and news music and sports pack for
youngsters and males these are changing preferences of human age about DTH
services. And this change of age spreading a demand of DTH services in entire Nagpur
because Nagpur city has each and every group of age people in big proportion.

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7.4.3.1.1 Bachelorhood:
Trends towards science and geographical, sports travel and tourism and music
channels of DTH Subscriptions

7.4.3.1.2 Newly Married:


Trends towards entertainment, movie on demand regional channels and finding
most convenient packages to satisfy entertainment need of family members

7.4.3.1.3 Family with Children:


Trends towards subscribing cartoon channels, sport packages active learning,
education VAS and the well-being services of his familys future.

7.4.3.1.4 Empty Nest (Children getting married)/Retirement/Old


Age:
Trends towards meditational, health and fitness channels, mythological
programmes, and bhakti and yog-sadhana and own regional channels has been
subscribes.

7.4.3.2 Occupation & Economic Circumstances:


A person's occupation affects the subscription of DTH services bought. Blue collar
workers tend to subscribes more news and sports channels, whereas white-collar
workers buy more business news, sports, and science channels suits. DTH
Marketers try to identify the occupational groups that have an above average
interest in their services. A Company can even specialize in making services and
VAS needed by a given occupational group. Thus, DTH companies have design
different services for brand managers, Chartered accountants, engineers, lawyers,
and doctors.

7.4.3.3 Lifestyle:
People life styles are reflected in their personalities and self-concepts, same is the
case with any consumer. Researcher need to know what a life-style is made of
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while using DTH services for peoples entertainment. It is a persons mode of


living as identified by his or her activities, interest and opinions. There is a
method of measuring a consumers lifestyle and its effect on subscribers demand
about DTH services demand. This method is called as the psychographics which is
the analysis technique used to measure consumer lifestyles peoples activities,
interests and opinions. Then based upon the combinations of these dimensions,
consumers are classified. Unlike personality typologies, which are difficult to
describe measure lifestyle analysis has proven valuable in segmenting and
targeting consumers according to their lifestyle classification. People coming
from the same subculture, social class, and occupation may have quite different
lifestyles.
Life style is a persons pattern of living as expressed in his or her psychographics.
It involves measuring consumers' major dimensions activities like work, hobbies,
shopping, sports, social events, interests like food, fashion, family, recreation, and
opinions about themselves, social-issues, business, products. Lifestyle captures
something more than the persons social class or personality. It highlights a
person whole pattern of acting and interacting in the world. Several research
firms have developed lifestyle classifications. It divides consumers into eight
groups based on two major dimensions i.e self orientation and resources. Self
orientation groups include principle-oriented consumers who buy based on their
views of the world status-oriented buyers who base their purchases on the
actions and opinions of others and action oriented buyers who are driven by their
desire for activity, variety, and risk taking. Consumers within each orientation are
further classified into those with abundant resources and those with minimal
resources, depending on whether they have high or low levels of income,
education, health, self confidence, energy and other factors. Consumers with

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either very high or very low levels of resources are classified without regard to
their self orientations (actualizes, strugglers).

7.4.3.4 Personality or Self Concept:


Personality is the sum total of an individuals enduring internal psychological
traits that make him or her unique. Self-confidence, dominance, autonomy,
sociability, defensiveness, adaptability, and emotional stability are selected
personality traits. Each person has a distinct personality that influences his/ her
buying behavior. He or she is real decision maker for purchase own brand of DTH
Personality implies a persons distinguishing psychological characteristic &
enduring responses to his/her environment.
Described by traits such as:

Self confidence.

Dominance.

Autonomy.

Deference.

Sociability.

Defensiveness.

Adaptability.

Personality may be variable in analyzing consumer behavior provided


personality types can be accurately classified & their direct co-relation to
product/ brand choices indicated. Related to personality is the persons self
concept. Self-concept is a persons image about him/her self (self image).
Marketers need to develop communication strategies so that:

Advertisements/ Communication appeal to personality traits.

Brand/ Products image relates target markets self image

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The concept of personality refers to a persons unique psychological makeup and


how it consistently influences the way a person responds to his or her
environment. DTH marketers attempt to use personality in formulating
marketing strategy. Most Of Nagpur People refers Brand equity to the extent
that a consumer holds strong, favorable and unique associations about a
DTH brand in memory. Personality dimensions can be used to compare and
contrast the perceived characteristics of DTH brands Personality and self-image
affect a consumers lifestyle, and they are a reflection of a consumers attitude
towards himself or herself. Whether these attitudes are negative or positive, they
help guide many purchase decisions at the time of purchasing or subscribing DTH
services. Advertising of DTH campaigns play an important role in this,
especially when consumers strive to fulfill their societys expectations
about how they should look and act when presented with ideas to buy
products, which they may perceive to reinforce or improve their selfimage and lifestyle. This topic examines personality, self-image, and lifestyle
together because these factors are closely interrelated, and their marketing
implications are interlinked.
A consumers lifestyle refers to the ways he or she chooses to spend time and
money and how his or her values and tastes are reflected by consumption choices
at the time of subscribing any channel, VAS and up-gradation offer of DTH in
Nagpur. Marketers use lifestyle research as a means to track societal
consumption preferences and also to position specific products and services to
different segments. Lifestyle is a pattern of consumption reflecting a persons
choices of how one spends time and money Lifestyle marketing perspective:
people sort themselves into groups on the basis of.

What DTH Subscriber like to do?

How subscribers spend leisure time in front of Television?

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How they spend disposable income while subscribing any service?

Most of the consumers those are of middle class are preferred standard definition
DTH. The consumers are belongs to higher class are preferring High Definition
and 3D HD DTH services. Most of the middle class people spending their more
time before television.

7.4.4 Psychological Factors:


DTH Consumers are complicated. If they subscribe things based on only select
criteria, then it would be easy to convince others to buy DTH services. There
would be no need for elaborate ad campaigns and large advertising budgets.
Unfortunately, consumers are influenced by many different stimuli, and they use
many different factors to decide what to subscribe and when to activate it. One of
the major influencers of consumer buyer behavior is the consumer's own
unique personality. And its influenced by these following psychological factors.

7.4.4.1 Motivation
Entertainment is a vital part of Nagpur People. The more ratio of people from this
city are belongs from service industry and after completion of hectic day each and
everyone needs happy ending with entertainment and Television is a best
medium for it. Most of the free time is spent in the market place, shopping or
engaging in other activities. The extra time is usually passed in knowing and
thinking about products and services, discussing with friends about them, and
watching advertisements related to them. The usage of them significantly reveals
our life styles and mainly Most of the families watching television with family
members together and as far as family is concerns everyone has different kinds of
subscription demands which motivates head of the family to purchase DTH for
perfect broadcasting and subscription for better TV watching Experience

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.Motivation is the drive by DTH companies which motivates customer needs


about DTH connections and services.
Motives impulses, desires and considerations which make the buyer
purchase a DTH Connections of branded company which provides beast
services according to their thinking. Consumer has a motive for purchasing
this and this motive is a strong feeling, urge, instinct, desire or emotion that
makes the buyer to make a decision to subscribe DTH service. Buying motives
thus are defined as those influences or considerations which provide the impulse
to buy, induce action or determine choice in the purchase of DTH services. These
motives are generally controlled by economic, social, psychological influences etc.
Motives which Influence Purchase Decision of Nagpur people while
subscribing DTH services and value added services of DTH broadcasting
this may on the basis of nature of satisfaction like emotional Product
Motives are those impulses which persuade the consumer on the basis of
his emotion. The buyer does not try to reason out or logically analyze the need
for purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate
others, and his desire to be unique. Rational Product Motives are defined as those
impulses which arise on the basis of logical analysis and proper evaluation. The
buyer makes rational decision after chief evaluation of the purpose, alternatives
available, cost benefit, and such valid reasons.

7.4.4.2 Perception.
Perception is a psychological variable involved in the purchase decision process
that is known to influence consumer behavior. A key factor in influencing
consumer perception is exposure. The more information consumers have about
DTH services. While Purchasing DTH services most of the customers of Nagpur
have rely on advertising material, People have an opportunity to see or hear.
People who like, buy, or are considering buying a any DTH Brand like TATA Sky,
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Videocon D2H or Airtel Digital TV are more likely to notice advertising than are
those who are neutral toward the brand. This fact has repercussions within the
field of advertising research because any post-advertising analysis that examines
the differences in attitudes or buying behavior among those aware versus those
unaware of advertising is flawed unless pre-existing differences are controlled
for. Regarding DTH Subscriber perception is reality.
What customer thinks? What customer looking for? At the time of DTH
selection is as important to what is actually there because Customers are
individuals, and they process information as individuals. As they subscribes
DTH services their unique impressions and ability to comprehend come to
bear, while the information inputs we receive and process are the result of
sensations customer get through sight, and feel the real experience of
digital clear picture clarity, VAS, and packages of DTH services of different
companies. And thats why Perception is the process of selecting, organizing and
interpreting information as inputs, to produce meaning. So individuals can
"selectively" choose what information they pay attention to. After that they
organize and interpret what they experience about DTH services.

7.4.4.3 Learning:Consumer learning is the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related behavior.
Marketers are concerned with how individuals learn because they want to teach
them, in their roles as consumers, about DTH Services and consumer benefits
about where to buy their products, how to use them, how to maintain them, even
how to subscribe services and how to operate DTH STB. For all these operation
Operating guide has been provided by DTH Companies to educate subscribers.
Consumer learning is a process, and thus it continuously changes and evolves as a
result of newly acquired knowledge. This knowledge can be obtained
244 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

from reading, discussing, observing, thinking, etc. or from actual experience. Both
the newly acquired knowledge and personal experience serve as a feedback.
This also serves as a future behavior in similar situations. First DTH consumer
learning is a process start from using this product it continually evolves and
changes as a result of newly acquired knowledge or from actual experience. Both
newly acquired knowledge and personal experience serve as feedback to the
individual and provide the basis for future behavior in similar situations.

7.4.4.4 Beliefs and Attitudes:Attitudes in consumer behavior are an appreciation of the structure and
composition of an attitude. The attitude-toward-the- Brand ambassador examine
the influence of advertisements on the consumers attitudes toward the brand.
Attitude formation is facilitated by direct personal experience and influenced by
the ideas and experiences of friends and family members and exposure to mass
media and all DTH Companies are emphasizes on media and television
advertising through which most of customer are gets influenced. A
consumer may hold both positive beliefs toward an object (e.g., DTH
services and Clarity is good) as well as negative beliefs (e.g., DTH is costly
and no worth of it). Thus Consumers also hold certain feelings toward brands or
other objects. Sometimes these feelings are based on the beliefs and these beliefs
are positive about DTH services of certain brands in Nagpur.
Several significant interactions between perceived importance and consumer
attitudes and between beliefs about marketing and consumer attitudes
significantly affect consumer satisfaction after using DTH services. Specifically,
given the attached importance to Service quality of DTH, negative attitudes
significant reduce consumer satisfaction if broadcasting is not done at superior
quality level. Positive beliefs and positive attitudes can greatly enhance consumer
satisfaction. Meanwhile, positive beliefs in combination with negative attitudes
245 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

severely damper satisfaction with retail service and pricing. These findings
suggest that the difference between consumer expectations and their experiences
plays a critical role in consumer satisfaction. Depending on the nature of such
interactions, the effect may be positive reinforcement or negative reinforcement.
A puzzling exception is the positive effect on consumer satisfaction from the
interaction of negative belief and negative attitudes toward promotion. While
controlling for the perceptual variables, consumer demographics have little
impact on consumer satisfaction.

7.5 Brand loyalty about DTH services in Nagpur:


When consumers become committed to brand and make repeat purchases and
subscription of different kinds of Packages and schemes of DTH services over
time this is a real brand loyal customer or subscriber of DTH services. Brand
loyalty is a result of consumer behavior and is affected by a person's preferences.
Loyal customers will consistently subscribe different packages and taking
advantage of all Packages of DTH services from their preferred brands, regardless
of convenience or price.
Customers' perceived value, brand trust, customers' satisfaction, repeat
purchase behavior, and commitment are found to be the key influencing
factors of brand loyalty. DTH Companies in Nagpur use different marketing
strategies to cultivate loyal customers, be it is through loyalty programs (i.e.
rewards programs) or trials and incentives (ex. samples and free gifts). The DTH
service quality, customer service quality, and DTH Services plan quality are three
major motivators in terms of causality with regard to brand image, customer
service quality, and complaint management, while DTH Services quality has
become a hygiene factor with regard to customer satisfaction and retention.

246 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Figure 57: Level of brand loyalty about DTH services in Nagpur


At the highest level of the brand loyalty hierarchy are products that help define
that customers of Nagpur are and what you stand for. They are the products that
define subscribers personal brands lets call them Image Defining Brands.
Researcher found that most of the subscriber doesnt want to gets switch from
Tata Sky and Videocon D2H Brands. They got delighted from the services of these
two brands. If there is any problem occur in the service perception. Customers
are highly committed for these two brands.
Next ring down are DTH services that do not necessarily define your image, but
they make you feel good lets call them preference brand its Dish TV and Airtel
Digital TV. A satisfied customer tends to be more loyal to a brand over time than a
customer whose purchase is caused by other reasons such as time restrictions
and information deficits. But the promises of DTH services are not tends to
customer expectation on Nagpur people then people are ready to switch the brad
but after certain extent. The customers are showing preference towards these
brands but these people are not completely committed with these DTH brands
One ring further down is the DTH services for which Nagpur people have little
brand affinity. Trust plays a central role in augmenting both behavioral and
attitudinal loyalty which in turn influences marketing outcome related factors
like market share maintenance and price elasticity of DTH services and
subscription. DTH companies at least has to be prominent on their promises
247 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

while giving broadcasting services and package services, Customer service is


another crucial area for DTH-marketers, Sometimes DTH service cannot avoid a
certain degree of complexity in the service value provision making false and fake
promises due to this company loss its trust. Therefore, it is necessary to have a
thoughtful customer service system. And the subscribers Reliance Big TV comes
under this category these people are satisfied with broadcasting but not with
services and customer services. Unwanted money-cutting, unwanted subscription
can make customer to switch over other brand. Last ring shows worst image of
DTH services, Most of people already switching to new brands after leaving SUN
DTH and DD Direct. There is nothing to say about it

248 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-8
Influence of Marketing
Strategies of DTH
Services on consumer
behavior of Nagpur City

The aim of marketing is to know and


understand the customer so well the product or
service fits him and sells itself.
Peter F. Drucker

249 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Chapter-8
Influence of Marketing Strategies of DTH
Services on consumer behavior of Nagpur
City People
8.1 Introduction:
In this chapter The Influence of Marketing Strategies of DTH Services on
consumer behavior of Nagpur City People has been shown means, the data
collected after the survey and interviews with respondents (DTH users) have
tabulated and analyzed. The analysis and interpretation of Primary survey data
and its outcomes is given as below:
The findings from the study are presented in form of three different heads:
1) Data interpretations of all factors need to prove objectives of the study
2) Hypothesis testing & findings.
3) Macro level Findings and micro level Findings about Influence of
Marketing Strategies of DTH Services on consumer behavior.

8.2 Data Analysis and interpretation:


In this study the objective no. 01 of study i.e. to analyze various marketing
strategies about DTH Services researcher analyzed and interpret in chapter
no.6 rest of analysis is survey based and completely based on primary data
collected from respondents and retailers and dealers of DTH connection and
services, which is shown in this chapter accordingly.

250 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.1 Sales Ratio of DTH connections in Nagpur.

S.N.

Name Of Brand

Annual Sales of DTH Connections in Nagpur City From


April to March (in Units)
20092010

20102011

20112012

20122013

20132014 P

TATA Sky

8930

13545

16675

22377

27939

Videocon D2H

4576

12764

17768

21983

27109

Dish TV

12334

11937

10546

13366

12333

AIRTEL Digital TV

6223

6165

9642

10532

10678

Reliance Big TV

3224

4239

6547

8243

5674

SUN DTH

1287

2123

1713

1389

678

DD Direct

733

521

344

219

43

P*= Projected Figures (Source: Secondary Data)


Table 10: Sales of DTH in 5 financial years projection

Source: Secondary Data


Graph 16: Annual Sales of DTH in 5 financial years projection
From survey done by researcher in Nagpur he has collected data from retailers,
dealers and service providers of Nagpur the given figure has been collected in
which most of the retailers and dealers prefer to buy TATA Sky and Videocon
D2H after that people are having preference to Dish TV. Videocon D2H setup into
the market in 2009 after showing slow speed in the year 2011 it jump into the
market and shows big potential and comes at leading place with equality of TATA
251 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Sky. The Airtel Digital TV has a average response of customer base line into the
market but still it is having the good place rather than reliance big TV. Reliance
big TV is a worst kind of service according to Nagpur Customer point of view. And
thats why mainly these main five major companies are taken for survey in this
research. Sun DTH and DD Direct dont have that kind of potential in Nagpur city
market so thats why these are ignored.

8.2.2 Respondents profile and their buying behavior


8.2.2.1 Classification of Respondents living localities.
Table 4.1 presents the classification of the respondents according to the cities
they live in.
Regions where DTH mostly used in Nagpur
Valid
Cumulative
Regions
Frequency
Rank
Percent
Percent
Civil Lines
244
24.4
24.4
1
Shankar Nagar
144
14.4
38.8
2
Bajaj Nagar
106
10.6
49.4
3
Wardhaman Nagar
89
8.9
58.3
4
Nandanwan
75
7.5
65.8
5
Mahal
70
7.0
72.8
6
Pratap Nagar
51
5.1
77.9
7
Sadar
51
5.1
83.0
8
Ajani
20
2.0
85.0
9
Pardi
15
1.5
86.5
10
Khamla
15
1.5
88.0
11
Laxmi Nagar
15
1.5
89.5
12
Sakkardara
15
1.5
91.0
13
Buldi
14
1.4
92.4
14
Amravati Road
14
1.4
93.8
15
Ambazari
12
1.2
95.0
16
Medical Square
11
1.1
96.1
17
Koradi
8
.8
96.9
18
Wadi
8
.8
97.7
19
Somalwada
7
.7
98.4
20
CA Road
6
.6
99.0
21
Subhedar Layout
6
.6
99.6
22
Dighori
4
.4
100.0
23
Total
1000
100.0
Source: Primary Data from Survey
Table 11:- Regions where DTH mostly used in Nagpur

252 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

The four major localities of the Nagpur have been shown by the researcher based
on the cities total sample population according DTH survey - ranging from the
most populous locality in above given table is Civil lines with a population of 244
respondents approx., followed by Shankar Nagar at second place, with a
population of 144 respondents approx., Bajaj Nagar at third place with a
population of 106 respondents

approx. to the least populous of the four,

Wardhaman Nagar with a population of 89 respondents approx. the least ratio


have been shown by subhedar layout and dighori area. 1000 respondents are
selected randomly from the Nagpur city to try and make the sample
representative as far as possible which led to a total of 1000 respondents in all.

8.2.2.2 Gender wise Age distribution:

Source: Primary Data from Survey


Graph 17: Gender wise age distribution
Interpretation:
In above vertical graph analysis researcher found agewise ratio of male and
females. The age group 16-30 has 328 males and 82 females, in age group of 3145 it has 309 males and 89 females,in group of 46-60 146 people are males and
30 are females and in senior citizens group means above 61, 15 people are males
and only ne subscriber is female. Means in all the cses males are the decision
makers about selection of DTH brand and all subscription. And age 16-45 these
age-groups are most influensive about DTH subscription.

253 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.3 Analysis of Occupationwise DTH brand use:


Occupation * Brands Of DTH Use Cross-tabulation
Occupation

Brands Of DTH Use


AIRTEL
DISH
DIGITAL
TV
TV
3
10

VIDEOCON
D2H

RELIANCE
BIG TV

Total

18

45

37

41

171

11

12

55

17

81

160

169

17

635

29

10

15

15

53

12

294

20

27

123

241

263

32

1000

TATA
SKY

DD
DIRECT

SUN
DTH

Business

11

Govt. Servant

62

15

Professional

20

Service

178

13

Student

Housewife
Retired
Total

Source: Primary Data


Table 12: Analysis of Occupationwise DTH brand Composition

Source: Primary Data from Survey


Graph 18: Occupationwise DTH brand Composition

254 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from Survey


Graph 19: Occupation of Subscribers
Interpretation:
Above pie chart explains occupation wise distribution of subscribers Occupation
is way to get an income. , After a survey a researcher found that most of the
respondents are belongs to the service class i.e.(64%), Overall composition shows
Govt. Employee (17%), housewife (5%) and self employed (4%), students are
(3%) & retired are (1%).

8.2.2.4 Analysis of Educationwise DTH brands use:


Education * Brands Of DTH Use Cross-tabulation
Brands Of DTH Use
Education

TATA
SKY

DD
DIRECT

SUN
DTH

AIRTEL
DIGITAL
TV

DISH
TV

VIDEOCON
D2H

RELIANCE
BIG TV

Total

Secondary

14

Higher
Secondary

13

41

Graduation

140

10

13

60

113

113

13

462

Post
Graduation

140

11

57

114

138

14

483

Total

294

20

27

123

241

263

32

1000

Source: Primary Data from Survey


Table 13: Cross-tabulation of Brandwise Education of DTH Subscribers

255 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from Survey


Graph 20: Brandwise Education composition of DTH Subscribers

Source: Primary Data from Survey


Graph 21: Education of Subscribers
Above pie chart explain that reflect education significant percentage value of
various DTH service subscribers. Maximum Post graduates (46 %) using DTH
service followed by graduates (46%) and higher secondary (4%) and
Matriculations (2%).

256 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.5 Composition of Occupation and connection type of DTH :

Connectio
n
SD
3D HD
HD
DDB
Total

Busin
ess
32
0
13
0
45

Connection Type * Occupation Cross-tabulation


Occupation
Govt.
Professi
House
Service Student
Servant
onal
-wife
128
35
471
21
40
1
1
9
0
0
42
19
154
8
13
0
0
1
0
0
171
55
635
29
53

Retired
7
0
5
0
12

Total
734
11
254
1
1000

Source: Primary Survey Data


Table 14: Cross-tabulation of Connection Type and Occupation of DTH
Subscribers

Source: Primary Data from Survey


Graph 22: Occupation wise composition of connection type

Source: Primary Data from Survey


Graph 23: Occupation of DTH Subscribers

257 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

In above analysis researcher found that most of the respondent uses SD


connection of DTH i.e.(74%) after that HD services used by (25%) and 3D HD
and DDB are used 1% and 0% respectively.

8.2.2.6 Analysis of Income-Wise DTH brand use:


Monthly Income of respondents * Brands Of DTH Use Cross-tabulation
Brands Of DTH Use
Monthly Income of
respondents

TATA
SKY

DD
DIRECT

SUN
DTH

AIRTEL
DTH

DISH
TV

VIDEOCON
D2H

RELIANCE
BIG TV

Total

below 5000

Above 5000- Below 10000

54

24

42

44

183

Above10000-Below 15000

95

41

82

75

309

Above15000-Below 20000

98

10

27

69

95

312

Above 20000- Below 25000

27

17

17

30

103

Above 25000- Below 30000

11

10

17

13

60

above 30000
Total

24

294

20

27

123

241

263

32

1000

Source: Primary Data from Survey


Table 15: Cross-tabulation of Income and DTH Subscribers

Source: Primary Data from Survey


Graph 24: Brand wise family income of DTH Subscribers

258 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Graph 25: Ratio of income level of DTH users


Interpretation:
In above vertical bar analysis researcher shown that TATA Sky subscribers have
54(from 5000-1000), 95(from10000-15000) & 98(15000-20000),Videocon D2H
Subscribers are from 44 (5000-1000), 75 (from10000-15000) & 95(1500020000) Dish TV42 (from 5000-1000), 82(from10000-15000) & 69(1500020000) are shown in this analysis. In income profile, most of the users are in
income group of more than 10000-below 15000 and then more than 15000- and
below 20000 as compare to other income classes. Same direction shows in all
DTH service providers, and in this income groups TATA Sky, Videocon D2H and
Dish TV are most favorable brands of DTH services rest are shows average
Demand because of less spending on services.

259 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.7 Analysis of Brands of DTH used in Nagpur City:


Brands Of DTH Use
Valid

Cumulative

Percent

Percent

20.1

29.4

29.4

263

18.0

26.3

55.7

DISH TV

241

16.5

24.1

79.8

AIRTEL DTH

123

8.4

12.3

92.1

RELIANCE BIG TV

32

2.2

3.2

95.3

SUN DTH

27

1.8

2.7

98.0

DD DIRECT

20

1.4

2.0

100.0

1000

68.3

100.0

Frequency

Percent

TATA SKY

294

VIDEOCON D2H

Total

Rank

Source: Primary Data from Survey


Table 16: Analysis of Brands of DTH used in Nagpur City

Source: Primary Data from Survey


Graph 26: Ratio of Brands of DTH use
The above figures explain the results with regard to DTH brands used in Nagpur
City after the research the researcher found that, the leading brand used in
Nagpur City is TATA sky(30%), 26% people uses Videocon D2H means second
highest brand in Nagpur, on third place Dish TV with(24%) Customer base, then
Airtel DTH (12%), Reliance Big TV(3%),Sun DTH(3%) and DD Direct by (2%).
These figures have been found after research and primary data collection.
260 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.8 Analysis of Brand Wise DTH Using period of subscribers:


Brands Of DTH Use * Since long DTH Uses Cross-tabulation
Since long DTH Uses
more
Brands Of DTH Use
Less than
2-3
1-2year
than 3
1 year
year
year
TATA SKY
18
150
101
25
DD DIRECT
1
11
7
1
SUN DTH
2
18
4
3
AIRTEL DIGITAL TV
11
59
45
8
DISH TV
14
121
93
13
VIDEOCON D2H
17
123
109
14
RELIANCE BIG TV
0
17
13
2
Total
63
499
372
66

Total
294
20
27
123
241
263
32
1000

Source: Primary Data from Survey


Table 17: Cross-tabulation of Brands wise DTH Usage period

Source: Primary Data from Survey


Graph 27: DTH Using Period according to brand

Source: Primary Data from Survey


Graph 28: DTH using period
261 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Above figures shows experience of DTH services reflect maximum subscribers


having more than 1-2 years (50%) in same telecom service provider company
there is significant value in TATA Sky (77%), followed by 2-3 year (37%) in same
DTH service provider company there is significant value in Videocon D2H and
Dish TV. followed by more than 3 year (7%) in same telecom service provider
company there is significant value and last is less than 1 year i.e.(6%).

8.2.2.9 Analysis of Effective Source of Awareness for DTH


services:
Brands Of DTH Use * Source of Medium for DTH awareness Cross-tabulation
Source of Medium for DTH awareness
Brands Of
DTH

Outdoor
Television

Hoardings/

friends

Internet

Advertising

Print

Survey

Advertising

Campaign

Total

TATA SKY

182

27

44

30

294

DD+

14

20

SUN DTH

20

27

AIRTEL

75

15

17

123

DISH TV

155

14

31

25

12

241

VIDEOCON

178

18

29

25

11

263

RELIANCE

21

32

645

66

126

107

44

12

1000

Total

Source: Primary Data from survey


Table 18: Cross Tabulation of Brands of DTH Use with Source of Medium for
DTH awareness

262 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 29: Brand-wise source of Medium for DTH awareness

Source: Primary Data from survey


Graph 30: Effective source of medium for DTH Awareness
Interpretation:
Above figures reflects advertising media which influence most to choose DTH
service provider there is significant value or most influence advertising media is
Television (64%), Friends means Word of mouth (13%), Internet (11%) and
outdoor hoardings (7%) and. There is less influence advertising media are survey
Campaign (1%), Print media (4%). This analysis fulfils the objective No.02 of
this study.

263 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.10 Analysis of Brand-wise Place of purchase of DTH


connections:
Brands Of DTH Use * Place of purchase the DTH Connection Cross-tabulation
Place of purchase the DTH Connection
Brands Of
DTH Use

TATA SKY
DD
DIRECT
SUN DTH
AIRTEL
DIGITAL
DISH TV
VIDEOCON
D2H
RELIANCE
BIG TV
Total

Electronic
Store

Online
Booking

Company
Outlet

Sales
Agent

On call
demand
to
company

Get
free
with
TV

Other

180

30

13

57

294

13

20

19

27

82

11

21

123

143

14

10

14

49

241

159

11

20

14

14

41

263

19

11

32

615

36

74

31

49

186

1000

Total

Source: Primary Data from survey


Table 19: Cross-tabulation of Brands of DTH with Place of Purchase

Source: Primary Data from survey


Graph 31: Place of Purchase according to brand

264 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 32: Ratio of Place of Purchase
Interpretation:
Above Pie-Chart reflects place of purchase, where researcher found that most of
the subscribers purchased their DTH Connections from leading Electronic stores
(61%), then followed by it most of subscribers connections got with TV
Sets(19%),7% Subscribers purchased DTH Connections from Company outlet,
and 5% Subscribers demanded DTH Connections on Call. Rest of the subscribers
purchased DTH Connections through sales agent, online booking and other
sources but their ratio is in fewer figures.

265 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.11 Analysis of Brand-wise Channels Package Subscription


by DTH user
Brands Of DTH Use * Which Channel Package prefer most Cross-tabulation
Which Channel Package prefer most

Brands Of DTH

Enterta-

Science

inment

And

(Star,
Zee,
Colours,

Sports
pack

Music
Channels
pack

News
packs

Technology
packs
(NGC,

Sony

Discovery

etc)

etc)

Cartoon
packs

English
Movies

Total

channels

TATA SKY

106

56

69

34

17

294

DD DIRECT

20

SUN DTH

13

27

AIRTEL DIGITAL TV

56

24

29

123

DISH TV

95

41

55

29

10

241

VIDEOCON D2H

96

43

70

31

11

263

RELIANCE BIG TV

12

32

382

181

244

112

40

28

13

1000

Total

Source: Primary Data from survey


Table 20: Cross-tabulation of Brand-wise Channels Package Subscription by
DTH user

Source: Primary Data from survey


Graph 33: Brand-wise channel subscription of DTH users

266 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 34: Ratio of channels subscriptions of DTH users
Interpretation:
Above analysis reflects about channels subscription of Different DTH users,
channel subscription is main thing which makes subscriber to opt DTH services,
Entertainment pack(like Star plus, Zee TV, Sony, Color etc) are have major
demand according to all brands of DTH and as a whole in Nagpur city
market(i.e.38%), on second position in all brands consumers demanding music
packs for their entertainment according to brand and as a whole as well (i.e
25%), on third the Sports packs are demanded(i.e.18%) and on fourth place News
packs are demanded(11%), rest of the pack like science and technology, cartoon
packs and English movie channels are having below 5% demand rate i.e. 4%,3%
and 1% respectively

267 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.12

Analysis

of

Brand-wise

Value-Added

Services

Subscription by DTH users:


Brands Of DTH Use * Value added Services Cross-tabulation
Brands of
DTH

Value added Services


Movie
On
Astrology
Demand
176
9

Active
Learning

Active
Cooking

TATA SKY

61

18

DD DIRECT

11

SUN DTH

11

AIRTEL TV

16

DISH TV

Total

Active
Gaming

Other

29

294

20

11

27

78

17

123

43

21

133

42

241

VIDEOCON

47

32

142

34

263

RELIANCE

20

32

190

83

571

23

132

1000

Total

Source: Primary Data from survey


Table 21: Cross tabulation of Brand and VAS of DTH services

Source: Primary Data from survey


Graph 35: Brand wise Value added service subscription

268 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 36: Subscription ratio of VAS
Interpretation:
As according to following analysis the most of the subscribers are belongs to TATA
sky are using movie on demand, then active learning and active gaming Cooking and
astrology are rarely uses. Same subscribers are from Videocon D2H and likewise Dish
TV rest of Brands like Airtel DTH and Reliance are having less numbers of
subscribers which have less interest in subscribing VAS services. The above pie chart
shows that out of 1000 customers the maximum customers i.e. 57% subscribers
subscribed movie on demand frequently, 19% subscribers subscribed active
learning VAS. The next 13% subscribers subscribed active gaming VAS, and 9%
say Active cooking is best VAS for learn how to cook & the least 2% subscribers
subscribed astrology pack.

269 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.13 Analysis of brand-wise DTH accounts Recharge Package:


Brands Of DTH Use * How do recharge Cross-tabulation
How do recharge
Brands Of DTH Use

Monthly

Quarterly

Half
Yearly

yearly

Convenient
Package

Total

TATA SKY

29

55

40

25

145

294

DD DIRECT

20

SUN DTH

12

27

AIRTEL DIGITAL

25

20

11

59

123

DISH TV

23

53

32

22

111

241

VIDEOCON D2H

26

50

39

22

126

263

RELIANCE BIG TV

13

32

Total

90

201

146

88

475

1000

Source: Primary Data from survey


Table 22: Cross Tabulation of DTH Brand with Recharge options

Source: Primary Data from survey


Graph 37: DTH Brand wise Recharge options

Source: Primary Data from survey


Graph 38: Ratio of DTH Account Recharge options
270 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Interpretation:
According to above analysis 47% customers say that Convenient Recharge system
that they follow. Some 20% they prefer quarterly (3months pack) they preferred.
15% prefer half yearly DTH Recharge. 9-9% customers prefer monthly and yearly
recharge respectively.

8.2.2.14 Analysis of level of Satisfaction of DTH services


subscribers of Nagpur:
Brands Of DTH Use * Overall satisfaction about DTH service Cross-tabulation
Brands Of DTH
Use

Overall satisfaction about DTH service


Very
Satisfied

Satisfied

Somewhat
Satisfied

Neutral

Somewhat
Dissatisfied

Dissatisfied

Very

Total

Dissatisfied

TATA SKY

79

161

24

19

294

DD DIRECT

15

20

SUN DTH

12

11

27

AIRTEL TV

34

65

10

123

DISH TV

67

135

22

241

VIDEOCON D2H

74

152

18

12

263

RELIANCE TV

22

32

278

561

74

53

14

20

1000

Total

Source: Primary Data from survey


Table 23: Cross-tabulation of Brands of DTH Use with Overall satisfaction
about DTH service

Source: Primary Data from survey


Graph 39: Brand wise Satisfaction Level of DTH services
271 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 40: Satisfaction level about DTH Services
Interpretation:
Above analysis reflects level of Satisfaction of subscribers about DTH services. In
which 56 % respondents are satisfied with services of DTH, 28 % of respondents
are very satisfied with these. 7 % of respondents are averagely satisfied. 5 % of
respondents couldnt go with any direction they were found neutral in nature,
and 2% are found same for somewhat dissatisfied and dissatisfied with DTH
service. But according to the brand the satisfaction level for Tata sky is higher, on
second place the Videocon satisfied the consumer groups with its services on
third place Dish TV creates a recognition in consumer perception and Airtel is
running in average but Reliance, Sun and DD Direct showing decline results. This
analysis fulfils the objective No.03 of this study

272 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.15 Analysis of level of Subscribers brand loyalty about Various DTH


Brands:
Brands Of DTH Use * Level of Brand Loyalty Cross-tabulation
Level of Brand Loyalty
Wait
wait for
for 3
6
wait for
months months
1 year
to get
to get
to get
solutio
solutio
solutio
n if not
n if not
n if not
then
then
then
change
change
change

Wait
for one
week to
get
solutio
n if not
then
change

wait for
1
month
to get
solutio
n if not
then
change

TATA SKY

14

25

DD+

SUN DTH

AIRTEL

DISH TV
VIDEOCON

Brands of
DTH

Whatever
happens
not
change
DTH
brand

Want to
change
the
brand
Immedia
tely

77

164

294

20

27

19

25

31

37

123

15

32

38

67

81

241

10

13

12

61

155

263

Total

RELIANCE

14

32

Total

58

39

89

102

242

445

25

1000

Source: Primary Data from survey


Table 24: Cross tabulation of DTH Brands with level of brand loyalty

Source: Primary Data from survey


Graph 41: DTH Brands wise level of brand loyalty
Interpretation:
When it comes to the Brand loyalty about DTH brands people shows their opinion
that most of the respondents want to change the brand SUN and Reliance

273 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Immidiately, but for TATA Sky and Videocon D2H people are more loyal with
them, Whatever happens they wont change Brand, for 1 year also people wait for
TATA Sky,Videocon & Dish TV for 6 Months results are sameand for 3, 2 and 1
moths people want to give equal chance to Airtel,Reliance and Sun. but fromm
above analysis researcher can say that people are more brand loyal with TATA
Sky,Videocon & Dish TV This analysis fulfils the objective No.05 of this study

8.2.2.16 Analysis Of problem facing By DTH users regarding DTH


services:
Brands Of DTH Use * Problems facing regarding DTH service Cross-tabulation
Problems facing regarding DTH service
Nonresponse Improp No signal Interrupti
to
er rate
in Rainy
on In
complain system
season
signals
t
18
30
182
36

Brands Of
DTH

Poor
after
sales
services

TATA SKY

DD +

SUN DTH

17

AIRTEL

11

17

DISH TV

21

VIDEOCON

RELIANCE
Total

Inconveni
ent
payment
system

Total

19

294

20

27

73

13

123

16

140

34

21

241

26

19

166

29

16

263

20

32

31

81

90

607

122

69

1000

Source: Primary Data from survey


Table 25: Cross Tabulation of Brands of DTH and Problem faced by
subscribers about DTH

Source: Primary Data from survey


Graph 42: Brand wise problem faced by DTH Subscribers
274 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 43: Problems faced by DTH subscribers
Interpretation:
The above pie chart depicts various problems of DTH Faced by subscribers in
which 61% customers believe that there is no signals of DTH available during
rainy season, 12% believe there is frequently interruptions in signals 9% say
there is improper rate system applied by DTH Companies. The remaining 8% say
there is poor complaint handling process, 7% subscribers facing a problem of
inconvenient payment system and rest of 3% are faced problem of Poor after
sales and service, this analysis fulfils the objective No.07 of this study

8.2.2.17 Analysis of Factors motivating to Purchase DTH


Services:
Preference to DTH (Factors motivate to purchase DTH)
Frequency

Percent

Valid
Percent

Cumulative
Percent

My cable operator does not provide STB.

80

5.5

There is unavailability of cable connection in my


area.

80

5.5

16

can select channels as per my choice

100

6.8

10

26

Can see more no. of channels in DTH with Digital


picture clarity

520

35.5

52

78

There is no interruption in viewing.

130

8.9

13

91

Relocating facility available without any cost

50

3.4

96

DTH brands provide Value added services, and


Technically improved

40

2.7

100

1000

68.3

100

Reason to purchase

Total

Source: Primary Data from survey


Table 26: Tabulation of preference to DTH
275 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 44: factors motivating to subscribers to purchase DTH

Interpretation:
In this analysis researcher found that 52 % Respondents thinks that they Can see
more no. of channels in DTH with Digital picture clarity, 13 % says no
interruption, 10 % says they can select channels as per their choice ,8-8 % says
unavaibility of STB by Cable Operator and unavaibility of Cable connection in are
respectively. 5% subscribers got influenced due to relocating facility because
they have to transfer due to job from one city to another. And 4% influenced due
to VAS and technology, this analysis fulfils the objective No.06 of this study

276 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

8.2.2.18 Analysis of perception of Users about DTH services:


Parameters

Strongly
agree

Agree

Strongly
disagree

Total

DTH brands are cost efficient and


affordable then Cable/CAS

79.3

15.1

1.4

0.2

100

There are better schemes available while


buying a DTH brand

51.8

39.7

6.5

100

DTH brands provide better service than


Cable/CAS

74.8

16.8

6.5

1.9

100

DTH services are associated with a good


brand name

64.6

29.8

4.2

1.4

100

Easy installation of DTH without paying


advance and extra cost.

52.7

29.1

15.9

1.7

0.6

100

Clarity of picture in DTH is Superior.

86.6

12.5

0.9

100

Moderate Disagree

Source: Primary Data from survey


Table 27: Ratio to represent perception of users towards DTH services

Source: Primary Data from survey


Graph 45: Perception of users about DTH services
Interpratation:
Above analysis reflects the perception of users towards DTH services, in this
analysis, most of DTH users compare their services with cable network services
in which they found DTH is better than cable services, For picture

277 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

clearity,installation,brand name,services,

schemes and efficiency

for all

parameters users shown response 86.6%, 52.7%, 64.6%, 74.8% , 51.8%, and
79.3% respectively, which is more than 60% positive reply of respondents hence
the marketing strategies and services influence the perception of customer. This
analysis fulfils the objective No.04 of this study

8.2.2.19 Analysis of Brand-wise Consumer Expectations about


DTH Services
Brands Of DTH Use * Expectations Cross-tabulation
Expectations

Brands Of
DTH

Broadcasting
Solution
In
rain

Addition
Of
More
Convenient
packages

Make
available
More
HD
Channels
In
Less
rate

TATA SKY

190

24

74

294

DD DIRECT

20

SUN DTH

13

27

AIRTEL

84

17

20

123

DISH TV

166

17

58

241

VIDEOCON

180

23

55

263

RELIANCE

17

32

648

93

215

18

17

1000

Total

DTH
Portability

DTH
Broadband
Services

More
Schemes
and
Packages

Transparent
Services
Required

Total

Source: Primary Data from survey


Table 28: Cross tabulation of Brands of DTH with Expectation of services

Source: Primary Data from survey


Graph 46: Brand wise expectations of DTH Subscribers
278 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Interpretation:
Above ratios reflect the DTH consumer expectations about their respective
brands. Most of the subscribers expect Broadcasting solution in Rainy season
because the broadcasting is gets stopped at the time of rain or rainy season this
ration is more in all DTH Services. Followed by this expectation consumers
desires More number of HD Channels in less pricing, and after that subscribers
are expecting More convenient packages and Schemes, Most of the Reliance big
TV consumers are asking for transparent services because of unwanted VAS
activation and balance cuts, Less number of consumers demanding for DTH
portability specially DD Direct Subscribers.

8.2.3 Dealers/Retailers Review about DTH Services:


8.2.3.1 Analysis of Stocking the DTH Brands:
Deals in Brands * Reason to stock this brand Cross-tabulation
Dealers
Deals in
Brands

Reason to stock this brand


Price

Quality

Brand
Image

Custo
mer
Pull

Service

Represent
ative

Schemes and
packages

Total

TATA SKY

12

21

AIRTEL

DISH TV

10

14

VIDEOCON

10

16

All DTH

27

48

Total

60

15

13

100

Source: Primary Data from survey


Table 29: Cross Tabulation of Deals in Brand with Reason to stock this
brand by dealers

Source: Primary Data from survey


Graph 47: Deals in Brand with Reason to stock DTH brand by dealers
279 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Interpretation:
As per above analysis most of the dealers and retailers perception says that
Quality is a main parameter keep DTH brands for selling ( TATA Sky, Videocon
D2H and Dish TV and combination of all these DTH Services) , Brand Image not
play any significant roes Customer Pull Services shown no impact.
Representative, Schemes, Price and services gives an average response to attract
consumers.

8.2.3.2 Composition of Major Brands Selling with average month


sales at retailers and Dealers Place:
Major Part of Sale of which DTH * Average Sales Of DTH per month Cross-tabulation
Average Sales Of DTH per month
10-20
Connections

21-30
Connections

31-40
Connections

40-50
Connections

Above
51
Connections

Total

TATA SKY

10

20

46

AIRTEL

DISH TV

18

VIDEOCON D2H

16

32

Total

21

43

23

100

Brands of DTH

Source: Primary Data from survey


Table 30: Cross tabulation of Major brand of DTH sale by dealer with
average sale of DTH monthly

Source: Primary Data from survey


Graph 48: Major brand wise sale of DTH by dealer with average sale of DTH
monthly
280 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Interpretation:
According to the above bar chart only 46% dealers say they hav good sale of
TATA Sky,18% Dish TV, 32% say Videocon D2H. 4% say Airtel Digital TV, but
average sales per month is 31-40 Connections on first number,40-50 on second
number in which the sales ratio of TATA Sky, Videocon D2H and Dish TV is higher

8.2.3.3 Composition of Retailers/Dealers analysis about Major


brand sales with company directions:
Major Part of Sale of which DTH * Receive directions from the DTH companies
Cross-tabulation
Receive directions from the DTH companies
Major Selling
brands

Customer
service

Discount/
Schemes

Customer
Satisfaction areas
to be covered

Total

TATA SKY

24

20

46

AIRTEL DIGITAL TV

DISH TV

11

18

VIDEOCON D2H

19

13

32

Total

57

41

100

Source: Primary Data from survey


Table 31: Cross Tabulation of Major Part of Sale of DTH with Receive
directions from the DTH companies

Source: Primary Data from survey


Graph 49: Directions got from DTH companies to retailers

281 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Interpretation:
From above analysis most of the guidelines got to retailer by TATA Sky about
consumer Service (24 dealers says that) 20 dealers says they got direction from
TATA SKY about consumer satisfaction area covering, 19 Dealers got guideline
Videocon D2H about consumer Service and 13 retailers says they got guideline
about consumer satisfaction area covering in Dish TV 11 and 7 Dealers says about
same activity and 3 and 1 dealer talks about same but for Airtel Digital TV

8.2.3.4 Composition of Retailers/Dealers analysis with basis of


Major DTH brand sales.
Major Part of Sale of which DTH * Product Strategy Cross tabulation
Basis of Major Selling DTH
Major Part
of DTH

Quality
(Picture/Broadcasting)

Range of
Schemes and
packages

Features

Brand
image

Total

TATA SKY

20

14

12

46

AIRTEL TV

DISH TV

18

VIDEOCON

16

10

32

Total

42

34

22

100

Source: Primary Data from survey


Table 32: Cross tabulation of Major part of DTH sales with influence factors

Source: Primary Data from survey


Graph 50: Brand wise Basis of Major Selling DTH

282 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Interpretation:
From above analysis most of the retailer says TATA Sky for Quality(20 dealers)
16 dealers talks about Videocon D2H, 5 Dealers proffered Dish TV for Quality and
rest 1 is says Airtel DTH are accepted by consumers for Quality purpose. Then
Range of Schemes and packages from TATA SKY is also expert and active thats
why 14 dealers are says TATA sky influenced due to their active schemes and
packages, next Videocon D2H 10 dealers said Videocon accepted for schemes and
packages. 8 dealers shows positivity that Dish TV accepted for schemes and
packages and only 2 dealers shows positivity about Airtel digital TV For their
Schemes and packages. TATA SKY is a major player for creating influence about
features thats why 12 dealers and Videocon D2H influence 5 dealers, Dish TV
Influenced 4 and Airtel impacted on 1 dealer for the same for serves this product
to their subscribers. On basis of Brand image Videocon D2H and Dish TV shows
good impact as per dealers point of views.

8.2.3.5 Analysis of offers provided by Electronics stores to DTH


users:
Schemes and offer by dealers* Do customer attract on such schemes Crosstabulation
Schemes and offer by dealers

Do customer attract on
such schemes

Total

No

Yes

Combo pack of TV and DTH

38

44

Free starter schemes

Free Installation

15

20

Free check-up

No Schemes

31

31

12

88

100

Total

Source: Primary Data from survey


Table 33: Cross-tabulation of Schemes and offer by dealers with customer
attract on such schemes

283 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 51: Schemes and offers by dealers
Interpretation:
In above pie chart it is reflect that most of the dealers (44%) offered schemes of
combo pack of TV and DTH due to which the sale of TV is gained,31% dealers
provide no schemes to DTH Subscribers as per their view they just follow
guideline of DTH Companies, 22 % dealers provide free installation schemes by
their side, 3% dealers giving free check up scheme and 2% dealers provide free
starter schemes to their subscribers.

8.2.3.6 Analysis of influence of DTH marketing activities seen


and recognize by DTH Retailers/Dealers:Influence of DTH marketing seen by dealers
Frequency

Percent

Valid
Percent

Cumulative
Percent

Selection of Brand

52

37.7

52.0

52.0

Asking about available package

5.1

7.0

59.0

Awareness about Brand Image

13

9.4

13.0

72.0

Well known about Current Trends of DTH

17

12.3

17.0

89.0

Demanding about schemes and packages


shown in advertisement

11

8.0

11.0

100.0

100

72.5

100.0

100%

Parameters

Total

Source: Primary Data from survey


Table 34: tabulation of Influence of DTH marketing seen by dealers

284 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 52: Influence of DTH marketing seen by dealers
Interpretation:
In above pie chart it is reflect that most of the 52% dealers identified marketing
influence amongst customer while selection of brand by them. 13% were
identified by their knowing knowledge of current trends of DTH. 13% subscribers
identified by their awareness of brand image of DTH Product 11% subscribers
identified by Schemes and package demand and 7% are asking about more
packages.

8.2.3.7 Analysis of satisfaction level of Dealers/retailers about


DTH brand selling.
Deals in Brands * satisfied with the services of the brands you are selling Cross-tabulation

Deals in Brands

satisfied with the services of the brands you


are selling

Total

Very Satisfied

Satisfied

Neutral

TATA SKY

11

21

AIRTEL DIGITAL TV
DISH TV
VIDEOCON D2H
All Companies DTH

0
9
10
29

0
4
6
14

1
1
0
5

1
14
16
48

Total

59

32

100

Source: Primary Data from survey


Table 35: Cross-tabulation of Deals in Brands with satisfied with the
services of the brands selling
285 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 53: Level of Satisfaction of DTH dealers about DTH brand selling
Interpretation:
In above bar chart it is reflect that most of the dealers (29 %) are highly satisfied
with all companies DTH, 14% satisfied with that and 5% neutral with all DTH
brands they are selling. 11% Dealers are highly satisfied with TATA Sky DTH
Band, 8% dealers are satisfied and 2% dealers shows average response about
TATA Sky Brand, Same story all about Videocon D2H 10% are highly satisfied, 6%
are satisfied and no one in dilemma of average satisfaction. After that Dish TV
shows similar response around 9 dealers highly satisfied with Dish TV, 4 dealers
are satisfied and 1 dealer shows average response.

8.2.3.8 Composition of reason for Dealers/Retailer satisfaction


with major selling DTH brand:Major Part of Sale of which DTH * Satisfaction due to Cross-tabulation
Satisfaction due to
Major Part of Sale of DTH

Profit
Margin

Consumer
Satisfaction

Gain in sale
of television

Total

TATA SKY

25

12

46

AIRTEL DIGITAL TV

DISH TV

11

18

VIDEOCON D2H

20

32

23

57

20

100

Total

Source: Primary Data from survey


Table 36: Cross-tabulation of Major Part of Sale of DTH with reason of
Satisfaction
286 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Source: Primary Data from survey


Graph 54: Satisfactory Factors for Major brand of DTH
Interpretation:
From above analysis most of the retailer Prefer TATA Sky for Consumer
satisfaction (25 dealers), 9 dealers preferred TATA SKY for Profit margin and 12
dealers satisfied due to TATA Sky it is rise in the sales of TV. About Videocon D2H
20 dealers keeps this brand for consumer satisfaction, 6-6 dealers keeps
satisfactory measures as profit margin and gain in sale of TV respectively. In Dish
TV 11 dealers keeps this brand for consumer satisfaction, 6 dealers keeps it as
profit margin and 1 dealer found gain in sale of TV. And least factor count by
Airtel TV i.e. 2 for Satisfaction and 1-1 for Profit and sales gain of TV Resp.

8.3 Testing of Research Hypothesis:


The following hypothesis was tested:-

8.3.1 First hypothesis of study test analysis:


a) Null Hypothesis:H0.Nagpur City Subscribers are not satisfied with overall service quality of
DTH services.

b) Alternate Hypothesis:
H1.Nagpur City Subscribers are satisfied with overall service quality of DTH
services.
287 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

From Question No. (15) And Question No. (26) The impact of Overall service
quality found on Satisfaction level of DTH subscribers of Nagpur City and on this
figures which have got from primary data (Survey) The Pearsons Correlation
analysis and the paired Sample T-Test Applied over by SPSS Version-20 so
result is shown below.
Overall satisfaction about DTH service * Overall Service Quality Cross-tabulation
Overall Service Quality
Overall satisfaction
Total
about DTH service
Excellent Good Average
Poor
Worse
Very Satisfied

154

113

278

Satisfied

212

320

21

561

Somewhat Satisfied

26

29

18

74

Neutral

35

53

Somewhat Dissatisfied

14

Dissatisfied

11

20

Very Dissatisfied

410

483

49

48

10

1000

Total

Source:- Primary data from survey


Table 37: Cross tabulation of overall satisfaction about DTH with Overall
Service quality

Source: Analysis and interpretation by SPSS-20 on survey data


Graph 55: overall satisfaction about DTH in accordance with Overall Service
quality

288 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Pearsons Correlations
Overall
satisfaction
about DTH
service
Pearson Correlation
1
Sig. (2-tailed)

Overall
satisfaction
about DTH
service

Overall
Service
Quality
.378**
.000

1000

1000

Pearson Correlation
.378**
1
Sig. (2-tailed)
.000
N
1000
1000
**. Correlation is significant at the 0.01 level (2-tailed).
Table 38: Pearsons Correlation Analysis of Overall satisfaction and overall
service quality
Overall Service
Quality

Paired Samples Statistics

Pair 1

Mean

Std.
Deviation

Std.
Error
Mean

Overall satisfaction about DTH service

2.02

1000

1.005

.032

Overall Service Quality

1.77

1000

.829

.026

Table 39: paired sample statistics of Overall Satisfaction and overall service
quality of DTH
Paired Samples Correlations

Pair 1

Overall satisfaction about DTH service & Overall


Service Quality

Correlation

Sig.

1000

.378

.000

Table 40: paired sample Correlation of Overall Satisfaction and overall


service quality of DTH
Mean

Overall satisfaction
about DTH service Overall Service
Quality

.259

Paired Differences
Std.
Std.
95% Confidence
Deviation
Error
Interval of the
Mean
Difference
Lower Upper

1.033

.033

.195

.323

df

Sig. (2tailed)

7.929

999

.000

Source: Analysis and interpretation by SPSS-20 on survey data


Table 41: Paired sample T-Test analysis of First hypothesis of study
(i.e. Overall Satisfaction and overall service quality of DTH)

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behavior with special reference to Nagpur city (2009-2014)

Interpretation:
From the above Pearsons correlation analysis and paired sample T-Test the Sign
value = 0.000 < 0.05, Hence, the null hypothesis H0 is rejected at 5% level of
significance and hence the alternate hypothesis is accepted. The alternate
hypothesis is, There is significant relationship between Overall service
quality and consumer satisfaction of DTH in Nagpur. Means H1. Nagpur City
Subscribers are satisfied with overall service quality of DTH services.

8.3.2 Second hypothesis of study Testing Analysis:


a) Null Hypothesis:H0.Good picture Quality of DTH services do not motivates purchase
decision of consumer.

b) Alternate Hypothesis:
H2. Good picture Quality of DTH services motivates purchase decision of
consumer.
From Question No. 13 Option (D) The impact of picture quality found on
purchase decision of DTH subscribers of Nagpur City and on this figures which
have got from primary data (Survey) The one Sample T-Test Applied over by
SPSS Version-20 so result is shown below.

Source: Analysis and interpretation by SPSS-20 on survey data


Graph 56: Level to show picture quality is motive to prefer DTH
290 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
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One-Sample Statistics

Clarity of picture in DTH is Superior.

Mean

Std.
Deviation

Std. Error
Mean

1000

1.14

.375

.012

Source: Analysis and interpretation by SPSS-20 on survey data


Table 42: One sample statistics for Second Hypothesis
(i.e. Picture quality of DTH)
One-Sample Test
Test Value = 0

Clarity of picture
in DTH is
Superior.

df

Sig. (2tailed)

96.363

999

0.000

Mean
Difference

1.143

95% Confidence
Interval of the
Difference
Lower
Upper
1.12

1.17

Source: Analysis and interpretation by SPSS-20 on survey data


Table 43: One sample test for second hypothesis of study
(i.e. Picture quality of DTH)
Interpretation:
From the above one sample T-Test the Sign value = 0.000 < 0.05, Thus, the null
hypothesis H0 is rejected at 5% level of significance and hence the alternate
hypothesis is accepted. The alternate hypothesis is H2. Good picture Quality of
DTH services motivates purchase decision of consumer.

8.4 Findings of Study:


The results of this study points to various ways in which the marketing of DTH
Services impact over Subscribers of Nagpur City

8.4.1Findings of Hypothesis testing with the help of SPSS data


analysis:
1) Nagpur City Subscribers are satisfied with overall service quality of DTH
services.
2) Good picture Quality of DTH services motivates purchase decision of
consumer.

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8.4.2 Macro level Findings:1) Customers of Nagpur city are satisfied with DTH services:
After doing this research the researcher found that Consumer satisfaction level is
not specific to a particular DTH brand but DTH services as a whole. Consumer
satisfaction for a particular DTH brand represents the satisfaction for whole and
all DTH service providers, but according to research the brand wise satisfaction
level is concerns then satisfaction level about Tata sky is higher, on second place
the Videocon D2H has satisfied the subscribers with its services on third place
Dish TV creates a recognition in consumer perception and Airtel Digital TV is
running in average but Reliance, Sun and DD Direct showing decline results.

2) Income growth of people influence life style of Nagpur people


which drives growth of DTH in Nagpur city:
Emergence of middle class and increase in discretionary spending also promotes
the growth of set top boxes. Increasing television penetration accompanied with
attractive offers and price war has also been driving the market. It means
consumers are ready to spent money on entertainment which they got from DTH
broadcasting at their home and this factor found by researcher in this study

3) DTH services are better than Traditional cable services of


Nagpur:
Most of the subscribers getting advantage of DTH services over traditional cable
operators, add on to the potential for the growth of the DTH market. Formerly
subscribers had the analogue cable television with poor reception and a whole
bundle of channels which they never want, but they had to pay for that poor
services of channels, thats why they switch to Direct-to-home (DTH) service
ensuring sharp picture, voice quality and giving subscribers power to choose the

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channels what they want and even offering interactive elements such as videoon-demand, gaming, astrology etc.

4) DTH services reduces monopoly of Cable Network operators


of Nagpur:
Many areas only have a single cable television provider and this creates a
monopoly. These cable operators provided terrible Customer service to their
subscribers, but subscribers didnt had any option at that time and once there is
DTH option available for them, they switch to DTH Connection from Cable TV, A
major reason for DTHs spectacular growth story is that DTH players have
substantially raised service levels, the service & response to customer problems
& grievances of most of the DTH companies are quick. They have 24/7 customer
care to help subscribers & addresses most of problem within 24hrs. However, the
quality/effectiveness of service & response time varies from one DTH company to
another. The cable TV operators lack such organized service & are also not
available to hear their subscribers 24/7. In case of cable operators, the quality of
service/response varies from place to place. Thats factor reduces monopoly of
Nagpur cable operators

5) Tata Sky is the leader and Videocon D2H is emerging DTH


service in Nagpur :
TATA Sky is the leading Brand of DTH running successfully into Nagpur City
market due to its Quality and services. Consumers are so much Brand loyal about
TATA Sky and dont even want to switch over other DTH brand. Videocon D2H is
the fastest growing DTH services in Nagpur with 300 Channels and Services. It
has highest number of Asli DTH HD Channels, highest number of sports channels,
leading GEC channels, highest number of regional language channels in Kannada,
Bengali and Marathi.

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6) Lack of service quality in Reliance Big TV:


DTH service from Reliance Big TV Customer service seems to be very poor. Picture
& Audio quality is good but Their large & bright onscreen logo is a problem. There
were lots of complaints about unauthorized deduction of money from customers
accounts. Subscribers dont consider this service as they dont really have faith in
this company.

7) Number of Channels provided by DTH are prominent factor to


run DTH business successfully in Nagpur city:
One of the prominent reasons for the success of DTH in Nagpur is the number of
channels that DTH offers. DTH channels are much greater in number as compared
to those offered by local Cable operators. DTH channels are also Digital Channels
where as the channels available on Cable services are analog channels. DTH
service providers are trying to serves their customers as many channels as they
can! so DTH service providers are offering a number of attractive channel
packages to their subscribers. Keeping in mind the social status of different
customers, the DTH companies provide a wide range of subscription prices and
the comfort of switching between packages as per their requirements.

8) Demand of High definition channels of DTH are increasing in


Nagpur:
Nagpur City DTH Subscribers today are more inclined toward quality; the key
driver is added value and high-definition picture quality. Consumers seek
solutions that take advantage of intelligence through cloud, network, and clients
to deliver a viewing experience of premium quality. Architectures that deliver on
these expectations let consumers easily search, purchase, and play any content of
their choice. With the number of available TV channels expected to increase from
70 to 500+, consumers can expect better services (HD, broadband) and a more
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personal, interactive, and social TV-viewing experience. This also means that the
demand for the right kind of STBs is increase. STBs that come with a basic digitalto-analog converter, simple-to-use user interface with channel listing, favorites,
parental control, and a remote control unit would be the most sought after one.

9) Superior picture quality and error free broadcasting influence


customer decision about DTH services:
Clarity of picture in DTH is much better than Cable/CAS which is playing a vital
role to generate subscriber base for DTH Companies. Most of the DTH users have
a LED and LCD televisions and it requires good picture quality it is an influence
factor to motivate customer for DTH usage and this factor creates good revenues
for DTH companies for whole and it gets remarkable growth in DTH
consumption.

10)Unique innovations in DTH services making customer brand


loyal:
Differentiation in DTH refers to when organization provides unique benefits to
the users through product innovation. This is to increase the probability of the
media users to choose the product. A media organization with a target user
loyalty can concentrate more on how to fully meet the target users needs rather
than on product cost saving. TATA Sky and Videocon D2H people are more loyal
with them, Whatever happens they wont change Brand, for 1 year also people
wait for TATA Sky,Videocon & Dish TV for 6 Months results are sameand for 3, 2
and 1 moths people want to give equal chance to Airtel,Reliance and Sun. but
fromm above analysis researcher can say that people are more brand loyal with
TATA Sky,Videocon & Dish TV and its all becouse of these companies unique
services and offering.

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11)Advertisement is an effective medium to influence DTH


subscribers of Nagpur:
Majority of the respondents opined that Advertisement was an effective medium
in making a decision to prefer DTH Service. The current awareness levels about
DTH television services and to know the factors and their relationship, which
influence the attitude and perception of consumers towards DTH services,
Television advertisements creating major impact to changed the attitude of the
consumer towards DTH in the Nagpur City region.

12)Nagpur city people giving more Preference to entertainment


packs:
Among all the programs available on the DTH service, majority of the
respondents have major demand for Entertainment pack(like Star plus, Zee TV,
Sony, Color etc) on second position in all brands consumers demanding music
packs, on third place of preference the Sports packs are demanded and on fourth
place of preference News packs are demanded, rest of the pack like science and
technology, cartoon packs and English movie channels are having less demand. It
means for entertainment those companies have more number of entertainment
channels, it has a more preference thats why TATA Sky, Videocon D2H, and Dish
TV is Leading because they have more number of entertainment channels instead
of others.

13)Digitization mandate creates positive impact on Nagpur City


subscribers:
Digitalization of Cable TV put in simple words means, delivery of digital TV signal
to the door-step of viewer. With this technology the viewers will get superior
picture and sound quality, large bouquet of channels, choice of channels, games
and movies on demand. The DTH service will be available through a set top box
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Complete Digitization of TV services, which growing in Nagpur city market and


increasing the popularity of the DTH segment. Strict regulations and cap on
inferior activities of cable operators also act as a hurdle for LCO and making the
growing factor for DTH industry in Nagpur.

14)Customer relation management by DTH dont let customer to


switch over other DTH Brand:
It is here that the role of subscriber analytics playing a vital role in making sure
that the right content or package is offered to the right segment of customer to
ensure right results. Once the DTH service provider companies found that
subscribers not making a payment or making delay in recharge of DTH service,
company never cut the connection they offer new package to that subscriber
which is convenient and less in price which attracts that respective consumer.
This activity never let consumer to switch over other DTH brand. DTH Operators
are proactively analyzing their customer base, usage, subscriptions changes and
of course customer churn.

15)Value added services of DTH are cherry on a cake for Nagpur


city subscribers:
Value added services of DTH making better social life of subscribers by providing
VAS of education, English learner, active games astrology, cooking and many
more to tap every age group customer.DTH players are bringing innovative plans
like live shopping, broad band, and etc will act as growth determinants. The
quality of service provided is almost same by every service provider. Every
provider coming up with similar innovations like foreign country channels like
FOX, High Definition channels, Music and Movie on Demand etc which makes
customer satisfied with DTH services and giving extra in less subscription
charges.

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16)Dealers and retailers are taking initiatives to influence


Customers of Nagpur:
Key characteristics of the market has been highlighted covering technological
innovations, The increase in the sales of LCD, LED and 3D LED TVs having a
positive impact on the adoption of DTH services. Combined retail of LCD and
DTH connections and partnerships with movie distributors these factors are
influences customer decision. LED and LCD television sale is raising in Nagpur
City market and for getting good picture quality DTH connection is must with
Television set thats why Retailers and dealers offers combine sales of TV and
DTH to influence purchase decision of customers.

17)Brand ambassadors are also influence consumer perception:


The amount spent on advertising and getting brand endorsers is the most by Tata
Sky, Videocon D2H, Dish TV and Airtel. These companies spend a lot on
promoting their DTH service through various advertisements on TV, through
banners. Also they spend a lot on getting brand ambassadors. For e.g. Tata Sky
has Amir Khan, Airtel has Kareena Kapoor , Videocon has Abhishek Bachhan.

18)Nagpur has emerged as one of the most lucrative DTH


markets.
The industry has been witnessing tremendous growth in India for the past five
years, thanks to huge investments by existing as well as new players. The DTH
industry in Nagpur has excellent subscriber base as the quality of service
delivered by DTH is superior, compared to cable or any other medium.

8.4.3 Micro level of Findings:


1) In research study about DTH services researcher found that most of the
respondents those who are using DTH Services it is a leading place in Nagpur
which have more number of DTH users
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2) Most of the respondents come into age group of 16-45 and after that average
users are there and males are major decision makers at the time of DTH
brand and service selection
3) Majority of DTH users were in the income group of between 10,000 and
20,000 i.e., DTH service was availed mostly by middle and high income group
people. Low income group people did not avail this service widely
4) Most of the subscribers are belongs to the service class because in hectic life
schedule they requires modes of Television entertainment which completely
gets by DTH Services.
5) Graduate and post graduated mostly prefer DTH Brands because as they are
educated thats why they aware about DTH trends and avaibility of plans and
schemes very well
6) Around 74% subscribers are having standard definition DTH connection,
because there are less content of HD available on all DTH companies which
are not affordable for middle class consumers.
7) Most of the subscribers are having salary between 10000-25000 and all
these income levels are belongs to middle class income and thats why they
can afford DTH Connections.
8) TATA Sky is a leading brand uses in a Nagpur City then Videocon D2H, Dish
TV comes thereafter and Airtel DTH has average sales in Nagpur City
9) Consumers are habitual of DTH services those who using these services since
last 2 to 3 years and thats why this consumers are brand loyal.
10) Majority of the respondents are having the DTH service with above 120
channels.
11) Television advertising is an effective source of awareness for all DTH
Services as a whole.

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12) Among all the programs available on the DTH service, majority of the
respondents select Entertainment programs, secondly select Music packs, on
third place people select Sports pack, news pack is on fourth place and
cartoon, English movies and science and technology channels demands less.
13) 57% subscribers subscribed movie on demand frequently, 19% subscribers
subscribed active learning VAS. The next 13% subscribers subscribed active
gaming VAS, and 9% say Active cooking is best VAS for learn how to cook &
the least 2% subscribers subscribed astrology pack.
14) . Majority of the respondents opined that Advertisement was an effective
factor in making a decision to prefer DTH Service.
15) Broadcasting problems in rain this is the major problem faced by DTH
subscribers

8.5 Future Scope Of Study:


Technology is changing day by day and to offer innovative product and services
the innovative strategies are also have to implement. DTH is also has to update
and upgrade. And this study is limited to April 2009 - March 2014 because in this
period whatever Technological up-gradations and improvements have been done
it has been impacting on Nagpur City Consumers and after that if there will be
any update and innovation occurs in DTH it has to be offer to customer by more
innovative marketing strategies and all these factor can be studies in future for
more exploration of DTH service offering, packages. DTH is a fast growing market,
It has huge potential for DTH services in rural areas as well, this study has been
done in urban areas but in future this study can be done into rural market as well.
Directions for future research
1. How technological up gradations affect consumer perceptions?
2. Changing life style can expect more innovation in Television viewing to
know about expectations?
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3. How marketing strategies affect the length of the customer and service
provider relationship in rural area?
4. Feasibility of customer marketing programme and customer retention in
rural areas.
5. Implications of product and promotion of DTH services in rural and urban
areas and many more as the innovation is done.

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Chapter-9
Conclusion,
Recommendations
& Suggestion

The successful businessman must be able


to foresee possibilities, to estimate with
sagacity the outcome in the future.
Frank William Taussig

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Chapter-9
Conclusion, Recommendations
& Suggestion
The Inferences drawn and evidences obtained from the present study when
examined against the objectives of the study bring out to the fore certain
interesting as well as useful conclusions. This chapter deals with the conclusions
and recommendations, after analysis of the views, recommendations and
suggestions given by the respondents, dealers and service providers of DTH
various Marketing strategies for DTH Services have been formulated. These
interactions are covered under various heads viz: -

9.1 Conclusion:
DTH service providers are offering a number of attractive channel packages to
their subscribers keeping in mind the social status of different customers, the
DTH companies provide a wide range of subscription, VAS, prices and the comfort
of switching between packages as per their requirements these DTH industry in
Nagpur implemented different kinds of marketing strategies like advertisements,
on the phone selling, discount and offer sales, packages, service quality, picture
quality, technical innovations etc. for promotion, sales and growth of their
services and to influenced to the purchase decision of subscribers in Nagpur city,
these Marketing practices is a continuous process as the competition keeps
increasing among the DTH players in the city. Each player is investing lot of
money in promoting their brands; these all factors are for influencing buyers
perception and behavior and giving them post purchase qualitative services to
make them satisfied. As far as DTH services of Nagpur is concerns study reflects a
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result that Nagpur City DTH Customers are satisfied with products perceived
performance in delivering value of DTH Services, all these services relative to a
buyers expectations. Marketing is shifting from trying to maximize the profit on
each individual transaction to building mutually beneficial relationships with
consumers and other parties. This idea of relationship marketing is beyond
creating short-term transactions.DTH marketers build long-term relationships
with valued customers, distributors, dealers, and suppliers which build strong
economic and social ties by promising and consistently delivering high-quality
products, good service, and fair prices. Thats why the technology and the people
are the main sources of the innovation in DTH industry because Customers
opinions and their needs served by providing a service, which is matching to
peoples needs and requirements, DTH companies creates several of ideas about
who are the potential customers for this service to make a brand loyal customer.
The key is to match customer expectations with company performance. Leading
DTH companies of Nagpur aim to delight customers by promising only what they
can deliver, then delivering more than they promise.
Thus, the DTH companies such as Tata sky, Videocon D2H have created leading
market in Nagpur City. These companies are making more effort to make aware
the advantage of the service and create an urge to invest in it. Quality has a direct
impact on product or service performance. Thus, it is closely linked to customer
value and satisfaction. Dish TV and Airtel Digital TV are on average stage but
Reliance Big TV and Sun DTH falls short of the customers expectations, the buyer
is dissatisfied with their performance. Satisfied customers make repeat
subscription and they tell others about their good experiences with the services.
The brand loyalty for each and every company is very high, so there is no need of
lot of costs to be poured in marketing and promotion of the service and product.
Every function that is performed by the players is a well planned and executed
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properly. So in all the areas those players are using the expertise people in the
industry and performing operations in DTH industry very economically. So the
DTH service providers must pay attention on Customer Service, picture quality,
reasonable price rather than other factors to make their business more successful
and satisfy the consumers hence the marketing strategies, services of DTH
services influence to the customer of Nagpur city.

9.2 Suggestions and recommendations:


1) The initial entry cost should be reduced by the DTH service provider. Even
though it affects the profitability of the business in short run, it is a good move
to acquire formidable market share.
2) To differentiate their service from the competitors product the DTH service
providers introduce add on services like Movie on Demand, Interactive
programme Guides and good quality of Build in Game in less subscription
charge which has to be affordable for middle class consumers to attract more
customers.
3) The DTH services should upgrade the technology and find the measures to
keep high quality broadcasting of services in rainy time as well, because there
is little bit dissatisfaction about DTH services due to this things and DTH
players has to overcome this problem as soon as possible to reduce future
hurdles.
4) Service level is the key differentiators in DTH. Although the technical glitches
such as rain fade cannot be fully solved. It can be reduced by providing better
antenna with water proof coating and by increasing the transmission power.
5) Dish TV & TATA Sky can offer their services at a slightly lesser price in order
to attract new customers.

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6) Reliance Big TV doesnt have transparency in Services so there is so many


unwanted VAS services activated and balance amount cutting without any
reason. So t has to be overcome.
7) The effective customer service like handle disgruntled customer call with a
faster and valid response is must to attract the new customer and to retain the
customers.
8) The company must adopt different promotional strategy for rural and urban
market as both have different reasons for selecting DTH.
9) DTH Companies should make available more and more HD channels in less
rates, Due there is only few HD channels are available in DTH services which
has a high subscriptions rate which is not affordable to subscribers thats why
it has less demand . To attract the city people DTH companies have to provide
more HD channel and introduce more foreign channels.
10) DTH Companies Do not apply ala-carte rates on demandable channels try to
include it in packages.
11) DD Direct shall offer better quality audio & video to attract new customers.
12) The DTH service providers shall concentrate on reducing the price &
providing continued services during rain.

9.3 A Closing note on DTH industrys technology transforms:


The DTH industry is increasingly becoming fragmented in nature due to entry of
new players and new customers and regions getting added. There is rapid and
accelerated digitization of elements including content, business process and
product and service innovation. Social media have profound impact on how the
consumer interacts with his/her environment and this is set to grow further. All
interactions are being affected by rising consumer expectations. Consumers are
empowered, connected and ready to play an increasingly collaborative role in
developing new DTH products and services. A true digitization dream can be
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fulfilled only when all the elements in the value chain, namely, Content,
Distribution and Reception devices are all digitized. This Digitization of Cable TV
Distribution System is the first step for realizing the broadcasting vision of India
and this step has taken by DTH industry of India in the deployment of modern
Information Technology systems to enhance lives, knowledge, and living life style
of human being for transformation of India into digitized broadcasting nation.

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Applications in Marketing, Sage Publications India Pvt. Ltd, New Delhi,
2009.
31. Darren George and Mallery Paul, SPSS for Windows 8th Ed., Pearson
Education, 2009

2) Journals, Research papers and Articles:1. Aimee L. Stern, "The Baby Boomers Are Richer and Older," Business Month,
October 1987, pp. 24-28.
2. Atchariyachanvanich, K., & Hitoshi Okada, H., (2007). How Consumer
Lifestyles Affect Purchasing Behavior: Evidence from Internet Shopping in
Japan, Journal of Entrepreneurship Research, 2(2) 63-78.
3. Avani Maniar And Krutika Muley, Opinions of the nuclear families regarding
their usage of DTH TV, Asian. J. Home Sci., Dec. 2009 to May, 2010 Vol. 4 (2)
4. Barwise, P. and Ehrenberg, A (1985). Consumer Beliefs and Brand Usage",
5. Bhokare, S. (1999). Perception of housewives regarding the Influence of cable
TV on selected areas of their Lives. (M.Sc.Thesis, M.S.University, Baroda
(Gujarat).
6. Chiu, J., Chen, H., Tzeng, G., and Shyu, J., (2006). Marketing strategy based on
customer behavior for the LCD-TV, Int. J. Management and Decision Making,
7(2/30), 143.
7. Debra L. Scammon, "Information Load and Consumers," Journal of Consumer
Research, December 1975, pp. 148-155.
8. Dr. R.Krishna Kumar, Consumer Behaviour Towards Electronic Goods With
Reference To Occupational Factors - A Study In Cuddalore Town,
International Referred Research Journal, September ,2011,ISSN-0975-3486,
RNI: RAJBIL 2009/30097, VOL-II *ISSUE 24

311 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

9. Dr. Uday Singh Rajput, Aditya Kumar Sharma Customer satisfaction towards
service quality of Direct To Home (DTH) with special reference to Gwalior and
Chambal Sambhag RIJM volume 1, issue 9 (september 2012) ISSN: 2250
3986
10. Geok Theng Lau, & Sook Han Lee Consumers' Trust in a Brand and the
Link to Brand Loyalty Journal of Market-Focused Management December
1999, Volume 4, Issue 4, pp 341-370
11. Indian DTH Industry - Growth Opportunities Dion Global Solutions Ltd.,
March 2010
12. Indian DTH Market Forecast to 2012 RNCOS E-Services Pvt. Ltd. Date: May,
2011
13. J. Jayashree and A. Sivakumar A Study on Customer Perception towards DTH
Services in Coimbatore City ,IOSR Journal of Business and Management
(IOSR-JBM) e-ISSN: 2278-487X. Volume 8, Issue 1 (Jan. - Feb. 2013), PP 1014.
14. Journal of market research society, 27 March, pp. 8-93.
15. Kapil Gulati, Preeti Khatri , DISH TV- Marketing Mix & Growth,
International Journal of Banking, Finance and Accounting , Volume 1, Issue 1,
December,2011.
16. Kumar, R. (2011). Consumer Behaviour Towards Electronic Goods With
Reference To Occupational Factors - A Study In Cuddalore Town,
International Referred Research Journal, 2(24).
17. M. J. Senthil Kumar, Dr. N. R. Nagarajan Subscribers Attitude Towards DTH
Services Volume no. 2 (2012), issue no. 12 (December) ISSN 2231-5756
18. Mahesh Patel and Mitesh Patel Perception and satisfaction with direct to
home services: A comparative study in Gujarat, India INT. J. NEW. INN.,
2012, 1(2), 288-294, ISSN:2277-4459
312 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

19. Maniar Avani, Muley Krutika, DTH TV - Its usage, benefits and limitations
Mass Communicator, Volume 3, Issue 4, 2009.
20. Maniar Avani, Muley Krutika, DTH TV - Its usage, benefits and limitations
Mass Communicator, Volume 3, Issue 4, 2009,
21. Maniar Avani, Muley Krutika, DTH TV - Its usage, benefits and limitations
Mass Communicator, Volume 3, Issue 4, 2009,
22. Peck, J. and J. Wiggins. 2006. "It Just Feels Good: Customers' Affectvie
Response to Touch and Its Influence on Persuasion." Journal of Marketing
70(4):59 - 69.
23. R. Srinivasan , DTH Industry in India Future Prospectus, Economic Affairs
Vol. 56, No. 2 June 2011 (Page 185-188)
24. Richard Blundell, Consumer Behavior: Theory and Empirical Evidence--A
Survey, The Economic Journal, Vol. 98, No. 389. (Mar., 1988), pp. 16-65.
25. Rubinson, J. and A. Baldinger. 1996. "Brand loyalty: the link between attitude
and behaviour." Journal of Advertising Research 36(6).
26. S. Sudheer Kumar Reddy Factors motivating customers towards DTH
services in Andhra Pradesh international Journal of scientific research
Volume : 2, Issue : 7, July 2013 ISSN No 2277 - 8179
27. Satellite and Cable TV,Journal of Broadcasting, February 2010, pp. 61-70.
28. Senthil Kumar M. J., Dr. N. R. Nagarajan, Subscribers Attitude Towards DTH
Services, International Journal Of Research In Commerce, It & Management,
Volume No. 2, Issue No. 12, December, 2012.
29. Shabbir, G., Niazi, K., Siddiqui, J., Shah, A., Hunjra, I., (2012). Effective
Advertising and its Influence on Consumer Buying Behavior, Information
Management and Business Review,4(3), 14-119.
30. Steven M. Shugan, "The Cost of Thinking," Journal of Consumer Research,
September 1980, pp. 99-111.
313 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

31. T. Samson Joe Dhinakaran A study on customer buying behavior of DTH


services in Palayamkottai by volume no. 3 (2012), issue no. 4 (March) ISSN
976:-2183 page 96-98
32. TRAI, July 24, 2007, Consultation paper on Head-end- In- The-Sky (HITS)
33. Verma, M. (2008). DTH viewers spend more time in front of television. The
Economic Times. August 30, 2008.

3) Websites:
1.

www.medianama.com

2.

www.circuitstoday.com

3.

www.dth.com

4.

www.thehindubusinessline.com

5.

www.airtel.in/digitaltv

6.

www.sundirect.in

7.

www.dishtv.in

8.

www.tatasky.com

9.

www.bigtv.co.in

10. www.unicondirect.com
11. www.indiadth.in
12. Business World
13. Business Today
14. www.economictimes.com
15. www.trai.gov.in
16. www.20twentytwo.blogspot.in
17. www.satellite-evolution.com

314 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Annexure

315 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Questionnaire for Customers


Dear Respondent,
The following survey is a research work on the topic titled A study of Marketing
Strategies adopted by Direct To Home (DTH) services and its influence on
consumer behavior with special reference to Nagpur city (2009-2014) for PhD
in faculty of Commerce.
I request you to spare some of your valuable time to complete the questionnaire. I
assure that the data provided by you will be strictly used for academic purpose
only and shall be kept confidential.

Thanking you.

Yours Faithfully,

Mr.Parihar Dahake
PHD Researcher

316 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Name:.
Gender Male

Female

Location: . City:
Phone No.
Marital Status: Married

Single

1. Age
0-15 Yrs

16-30 Yrs

31-45 Yrs

46-60 Yrs

61 Yrs and above

2. Occupation?
Business

Govt. servants

Housewife

Professional

Student

Service

Others..

3. What is your Family Income?


Below 5000

Above 5000- Below 10000

Above10000-Below 15000

Above15000-Below 20000

Above 20000- Below 25000

Above 25000-Below 30000

Above 30000

4. How many members in your family?


0

above 5

5. Do you like watching TV?


Yes

No

6. Which type of broadcasting service do you use?


Cable

CAS

DTH

7. Which DTH brand of service do you use, and why?


TATA SKY

BIG TV

SUN TV

AIRTEL DTH

DISH TV

VIDEOCON DTH

OTHER = Reason

8. How much days do they take for the installation of Dish and Set Top Box?
Immediately

1 day

2 3 days

3 6 days

More than a week

9. How did you come to know about the above DTH brand?
T.V.
Friends

Radio
Internet

Outdoor hoardings
Print Advertising

Others (Please Specify) - .


10. How / where did you purchase the DTH service?
Leading electronic stores
Sales agent

Online booking

Company Outlet

On call demand (Free home delivery)

Get Free with Television

Others

317 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

11. Since how long have you been using DTH service?
Less than 6 months
2- 3 years

6 months to 1 year

1 year to 2 years

More than 3 years

12. I would like to go in for DTH service because? Tick the statement given below
a) My cable operator does not provide STB.
b) There is unavailability of cable connection in my area.
c) I can select channels as per my choice.
d) I can see more no. of channels in DTH with digital picture clarity
e) There is no interruption in viewing.(Picture Clarity)
f) Relocating facility available without any cost
g) DTH brands provide Value added services, and Technically improved
13. I would prefer DTH services because? Rate the statement given below in a
scale of 1-5. Where
1: Strongly agree 2: Agree 3: Cant say 4: Disagree 5: Strongly disagree
a) DTH brands are cost efficient and affordable then Cable/CAS.
b) There are better schemes available while buying a DTH brand.
c) In DTH service we have to pay once.
d) Picture quality in DTH services is Superior.
e) DTH brands provide better service than Cable/CAS
f) DTH services are associated with a good brand name.
g) DTH brands provide Value added services like Personal video recorder,
Pay Per View, VOD.
h) Easy installation of DTH without paying advance and extra cost
14. What are the parameters that a DTH brands should posses to be successful?
Good Picture Quality
Brand Name

Reasonable Price

Discount Schemes

Excellent Service
Good Promotion

15. What rating you will give to the service quality of your DTH Services?
S.N.
1
2
3
4
5

Parameters
Excellent
Good
Average
Poor
Worse

Tick

318 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

16. In terms of cable Tv versus DTH service rate your experience


5- Excellent 4- Very Good 3- Good 2- Average 1- Poor
S.N.
1
2
3
4
5
6
7
8

Parameters

Rating(1-5)

Economy of price
Picture Quality Specially During monsoon
Freedom of choice
Unlimited channels
International Channels
Uninterrupted picture and powerful signal
Add on and interactive features
Customer service

17. Which package system do you prefer or demand most in your DTH system ?
Entertainment (Star, Zee, Colors, Sony, etc)
Music Channels pack

Sports pack

News packs

Science And Technology packs (NGC, Discovery etc)


Cartoon packs

English Movies channels

18. Which is your favorite interactive service available in your DTH?


Movie on demand

Games

Learning

Lifestyle

Other.
19. How do you feel about the prices paid for the interactive service?
Costly

Affordable

Cant say

20. In what way do you think that your DTH service is different from other DTH
services?
Clarity of channels

Ample package system

More facilities at reasonable price

Good reputation (Brand Image)

21. When do you recharge your account?


Monthly

Quarterly

Half yearly

Yearly

Convenient Package.
22. Which mode of payment do you prefer to pay for your DTH services?
Through cell phones

Through internet

Through bank account

Through cash Vouchers

23. What are the problems faced by you regarding your DTH service?
Poor after sales services

Non-response to complaint

Improper rate system

No signal in Rainy season

Interruption In signals

Inconvenient payment system

319 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

24. On what basis you will select your brand?


Need

Advertisement

Peer Group Pressure

Brand Ambassador

Schemes

Superior Picture Quality

Other.

25. If your DTH creates problem? Then what will you do?
Want to change the brand immediately.
Suit a complaint and wait for solution for one month
Wait for 3 month for solution
Wait for 6 month for solution
Wait for 1 year and not change the brand.
Whatever happens do not change the brand
26. Overall how satisfied you are with your DTH services?
S.N.
1
2
3
4
5
6
7

Parameters
Very Satisfied
Satisfied
Somewhat Satisfied
Neutral
Somewhat Dissatisfied
Dissatisfied
Very Dissatisfied

Tick

27. In future would you like to switch over to other brand?


Yes

No

28. If yes then what will influence you to change?


Price

Service

Ad-campaign

Schemes

Picture Clarity & Signals

Word of mouth

29. Recently Government of India has passed an ordinance mandating the


digitization of cable service in Nagpur and India! Is this a positive step?
1: Strongly agree 2: Agree 3: Cant say 4: Disagree 5: Strongly disagree
S.N.
1
2
3
4
5

Parameters
Strongly agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

Rating(1-5)

30. Any suggestion?..............................................................................................................................


Thank You for Your Participation in This Research!

320 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Questionnaire for Retailers & Dealers


Dear Respondent,
The following survey is a research work on the topic titled A study of Marketing
Strategies adopted by Direct To Home (DTH) services and its influence on
consumer behavior with special reference to Nagpur city (2009-2014) for PhD
in faculty of Commerce.
I request you to spare some of your valuable time to complete the questionnaire. I
assure that the data provided by you will be strictly used for academic purpose
only and shall be kept confidential.

Thanking you.

Yours Faithfully,

Mr.Parihar Dahake
PHD Researcher

321 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

QUESTIONNAIRE FOR RETAILRS/DEALERS


Name :..............................................................................
Add

:................................................................................

Tel

:................................................................................

1.

For Which company you deal? (Most preferable)


AIRTEL-DTH
TATA SKY
RELIANCE BIG TV
SUN TV
DISH TV
VIDEOCON D2 H
All Companies DTH

2. Why do you stock this brand?


Parameters/
Brands

AirtelDTH

Tata
sky

Reliance
Big TV

Sun TV

VideoconD2H

Other
.

Price
Quality
Brand Image
Customer Pull
Services
Representative
Schemes
3. Which is the best medium do you used to advertise DHT Product?
TV
Radio
Newspaper
Internet
Banner adds
Sales person/executive
Exhibitions
Mobile
Other

322 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

4. Kindly mark the following dealer objectives.


To enhance the Market/Segment Share
To achieve the targeted profit objectives
To satisfy the consumer
To enhance the consumer brand loyalty
Any other specify ..
5. In which of the following areas do you receive directions from the DTH
companies?
Sales target
Customer service
Discount/Schemes
Customer Satisfaction areas to be covered
Advertisement Planning
Any Other Specify .
6. Do you take part in Marketing Decision making activity of the company?
Yes
No
7. If Yes, How often do you take part in decisions?
Regularly
Sometimes
Occasionally
8. Which of the following DTH company product attributes appeal most of the
customers? Kindly rank them on a scale of 1-5 (1 for the most appealing and 5
for the least)
Product features
Product quality
Product range
Low price
Ads on TV/Newspaper
Convincing power of dealers
Premium price
Customer care service ( pre and post sales )

323 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

9. In the current market scenario which of the following areas need to be more
emphasized and developed, in order to make a difference in the DTH service
sector .(Tick whichever attribute is appropriate)
1) Product Strategy:
Quality
Range
Features
Brand image
Any other (specify)
2) Price Strategy:
Price cuts
Cost cuts
Payment and credit terms
Any other (specify)
3) Promotion Strategy:
Advertisements
Discounts and schemes
Dealer
Any other (specify) .
4) Distribution Network:
Number of Dealers/distributors
Channel Margins
Channel Support
Channel Delivery speed to the customers
other (Specify)
5) Physical evidence
Attractive appearance
Demonstration of Facilities of DTH with Television
Features
Clarity of Display
Free Gifts (With Television)

324 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

6) Process
Leaflet
Cable Advertising
Newspaper/ Printed Advertising
Aggressive Ad- Campaigning
Outdoor Hoardings/Advertising
Internet/Online advertising
7) People
Effective Customer Relationship management
Best Offering for Loyal Customer
Building Trust by Transparent services
Excellent Hospitality
Discounts Facilities
Seasonal (Festive) offers
10. Do you offer any schemes and packages of DTH to customer by you?
Yes
No
11. If Yes Then Which?
Combo pack of TV and DTH
Free starter schemes
Free Installation
Free check-up
12. Do customer attract on such schemes?
Yes
No
13. Does marketing of DTH influenced Purchase decision of Customer?
Yes
No
14. If yes then how do you understand?
Selection of Brand
Popularity
Asking about available package
Awareness about Brand Image
Well known about Current Trends of DTH
Demanding about schemes and packages shown in advertisement
Others
325 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

15. Are you satisfied with the services of the brands you are selling?
7- Very Satisfied 6- Satisfied 5- Somewhat Satisfied 4- Neutral 3Somewhat Dissatisfied 2- Dissatisfied 1- Very Dissatisfied
S.N.
1
2
3
4
5
6
7

Parameters
Very Dissatisfied
Dissatisfied
Somewhat Dissatisfied
Neutral
Somewhat Satisfied
Satisfied
Very Satisfied

Rating(1-7)

16. If yes then Why?


Profit Margin
Recognition
Consumer Satisfaction
Gain in sale of television
Other..
17. Any Suggestions?
.

Thank You for Your Participation in This Research!

326 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

Questionnaire for DTH Service Providers

Dear Respondent,
The following survey is a research work on the topic titled A study of Marketing
Strategies adopted by Direct To Home (DTH) services and its influence on
consumer behavior with special reference to Nagpur city (2009-2014) for PhD
in faculty of Commerce.
I request you to spare some of your valuable time to complete the questionnaire. I
assure that the data provided by you will be strictly used for academic purpose
only and shall be kept confidential.

Thanking you.

Yours Faithfully,

Mr.Parihar Dahake
PHD Researcher

327 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

QUESTIONNAIRE FOR DTH SERVICE PROVIDERS


Name:...........................................................................................................................................................
Add:...............................................................................................................................................................
E-Mail-Tel:.............................................................
1. Your company provides: (specify services)
DTH
CAS
STB
Cable
Other
2. Which of these promotional activities does your company undertake?
TV Ads
Internet Ads
Printed Ad
Customer Incentives/Discounts
Seminars/Exhibitions
Personal Selling
Any other (Specify) .
3. Which of the following marketing channel does your company use to distribute
your products/services?
Direct marketing to end user
Through your own offices
Through the Internet
By forming associations with other companies.
Dealer/Distributor
Any other .
7. Do you believe that pre and after-sales service is important?
Yes

No

Cant Say

8. Has the company fixed any specific amount of after-sales service charges?
Yes

No

9. Does the company maintain customer database?


Yes

No

328 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

10. Does the company take feedback from the customer after sale of the product?
Yes

No

11. The sales personnel recruited possess, which of the following qualifications:
Diploma in marketing and sales
MBA (Marketing) / MBA (IT)
B.E. (in Respective branch or other)
Graduate in any discipline
Any other specify .
12. What kind of training do you provide to the new Marketing Personnel?

13. Stipulated training period for new marketing personnel.

14. Compensation to the marketing personnel is given in the form of:


Fixed Salary
Fixed Salary cum commission on sales
Only commission on sales and incentives
Any other (specify)
15. In which of these areas would you like your company to improve its
marketing strategy:
Product
Price
Promotional activities
Distribution Network
Customer service
16. Are you changing policies of marketing Strategies? If yes then how?
Annually
Half Yearly
Quarterly
After analyzing consumer needs
After Marketing research

329 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)

17. Does your marketing strategy impacting on sales/market share of your


company?
Yes

No

18. How? Any other information related to your sales

19. Are you satisfied with overall marketing strategies of your company?
Yes

No

20. Any Comment?

21. Approximate units sales (financial year wise) (April-March)


2009-2010:-2010-2011:2011-2012:
2012-20132013-2014
22. Any Comment?

Thank You for Your Participation in This Research!

330 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)