Section-3

3.1 What type of product or service:

Akash DTH is the first direct to home service that is introduced in Bangladesh by Beximco
Limited. It offers products such as set-up box, both High Defination(HD) and non-HD and
service such as monthly and even yearly subscription. It is a type of shopping product or
service, where the quality, sustainability, suitability and pricing are all deeply concerned by the
customers before purchasing the product or service. It is a shopping product because it
provides a network to television bringing channels from home and across the globe to your
television. Since it’s a shopping product, it has to look forward to ensuring all time coverage
across all platforms with consistent quality and no compromise in customer care and service
providing. Since being recently launched in Bangladesh, previously it was an unsought product
but Beximco limited has improved the brand image and awareness of Akash DTH through some
heavy advertising and aggressive marketing.

3.2 What type of customer buying behaviour:

Customers of Akash DTH show dissonance reducing buying behaviour. While buying customers
are very involved in the decision making process. There isn't much difference between the
competitors' product and service and Akash’s. It serves as a social need for customers buying
products and services from Akash DTH. It is a product that is for entertainment purposes, not
only that it also helps keeping up with the latest information and news from the world around us.
Hence there is a psychological need for the product which compels customers into buying it.

Section-4

4.4 Differentiation
Currently still in Bangladesh, most television is run on a cable network run via local operators.
Akash DTH gives a mini satellite which uses radio waves as a method of transmission rather
than using cables ensuring quality. It is much more affordable than its competitors, providing
more original HD channels at a cheaper price. They have better user interface along with best
customer service provided by Beximco Limited. They have outlets all across the heart of Dhaka
to provide customer service and with radio towers to ensure a strong signal all across the capital
of the country. They also provide online payment for their subscriptions.