A study on Customer perception on DTH services in Chennai city

Mrs P.Jotheswari.* Mr.RaviTeja **

Gunasekhar ***

Dr.BCLakshmanna****

Abstract

DTH service is the reception of satellite, programmed with a personal dish in an individual
home.Right from its inception during January 2001, DTH is growing throughout India with
continuously with expanding technology, reliable infrastructure, trustworthy customer service,
interactive services, price-competitive offerings etc. DTH offers high picture fineness and sound
quality. DTH offers highly customized packages and add-ons of channels. DTH provides
uninterrupted signal reception with reduced amount of service breakdowns.DTH is a direct
competitor of the cable TV since it puts the broadcaster directly in touch with the consumers.
The Indian DTH industry has already crossed the 30 Million-mark for subscriber base as the
quality of service delivered by DTH is superior, compared to cable or any other medium.As the
analysts say, DTH Market in India will soon reach the target of 45 million DTH subscribers
within 2014 in India.

With the growth and advancement of the technology in today’s globalization era, every industry
has become competitive. In order to meet this competition, quality in the service which is
accepted by the customers is of paramount importance. Thus, no matter how much effort is put
into producing quality service, the true test lies in the perception of customers. Customer is the
true decision-maker of the market trends. This study analyses the customer perception on DTH
services in Chennai City.

Keywords.

DTH Services, Customer perception, Customer preference, Consumer Satisfaction,

Consumer awareness, Consumer buying behavior.
*P.Jotheswari,
Assistant Professor (O.G),
SRM School of management,
SRM University
Mob : 9884909611

** Ravi Teja,
Student, MBA
SRM University.

***Gunasekhar
Research Scholar,
JNTU, Anantapur,
Andhra Pradesh.

****Dr.BCLakshmanna
Professor in Management,
JNTU, Anantapur,
Andhra Pradesh.