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INTRODUCTION AND DESIGN OF THE STUDY
A Customer is the king, he gives an opportunity to formulate new products and services. A business exists because of the customer; in the absence of demand emanating from the consumers the collapse of a business is inevitable. Mahatma Gandhi said “a customer is the most important visitor in our premises. He is not dependent on us, we are on him. He is not an interruption to our work, he is the purpose of it”. In present busy world any human feels to spare little time for relaxation and entertainment, for which they prefer the most is the Television. Now, the television has gone to its next level of providing entertainment. Satellite television is becoming a buzzword in the satellite broadcast industry due to the fact that it offers immense opportunities to both broadcasters and viewers. Satellite television is television delivered by the means of communication satellite and received by an outdoor antenna, usually a parabolic mirror generally referred to as a Satellite dish and as far as household usage is concerned, a satellite receiver either in the form of an external set-top box or a satellite tuner module built into a Television sets. In many areas of the world Satellite television provides a wide range of channels and services, often to areas that are not serviced by terrestrial or cable providers. Satellite Television offers many solutions to broadcast and cable Tv problems. Satellite Television, an encrypted transmission that travels to the consumer directly through a satellite, provides a strong digital signal to subscriber‟s television sets and is almost completely wireless. Instead of scanning various satellites for different channels, modern satellite Television providers license the use of popular cable or broad cast channels. Much like a cable system, the tuner descrambles the selected programs sent out on a specific frequency. This allows the satellite television providers and the subscribers the option of pay-per-view movie rentals or the
blocking of adult-oriented or premium movie channels. With satellite television a user can scan nearly 700 channels! The history of the satellite television services in India started way back in 1996. But the proposal couldn‟t get through policy hurdles due to concern over national security and threats to cultural invasion. Finally, only in 2000, the satellite television entered in India. Satellite television is better than cable Tv. This is because cable Tv in India is analog. Despite digital transmission and reception, the cable transmission is still analog. Apart from enhance picture quality, stereophonic sound effects, satellite Television also allows interactive Tv services such as movie-on-demand, Internet access, video conferencing and e-mail. Today, broadcasters believe that the market is ripe for satellite television. The prices of the dish and the set-top box have come down significantly and customers are also reaping the benefits of more attractive tariffs. The following are the various Satellite television service providers in Madurai city:
1.2. SATELLITE TELEVISION SERVICES IN INDIA The rapid growth of Satellite television in India has propelled an exodus from cabled homes, the need to measure viewership in this space is more than ever. The history of DTH services in India started way back in 1996. But, the proposal couldn‟t get through policy hurdles due to concern over national security and threats to cultural invasion. However in July 2006, it was finally approved by Indian Government. Currently DTH customer‟s base stands up to 14 million whereas still total cable TV households subscriber number is 75 million. When satellite television first hit the market, home dishes were expensive metal units that took a huge 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 cable TV. India currently has six major satellite television service providers and a total over 20 million subscriber households in 2010. Dish TV, Tata Sky, Sun Direct DTH, Reliance BIG TV, Airtel Digital TV and the public sector DD Direct Plus. As of 2010, India has the most competitive Direct-broadcast satellite market with 7 operators. The available opportunity today is huge considering the fact that India has an existing population of 225 million TV households out
of which 130 million are Cable serviced households and 20 Million are Satellite television serviced households. Subscribers in the country currently have to pay for installation each time they switch their Satellite television service providers. 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. India is set to overtake the USA as the world‟s largest Direct-broadcast satellite market by 2012.
1.3. COMPANIES INTRODUCTION 1.3.1. DISH TV
Dishtv is a division of Zee Network Enterprise (Essel Group Venture). Headquarters is at Noida, India.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. EGV has national and global presence with business interests in media programming, broadcasting & distribution, specialty packaging and entertainment. Zee Network incorporated Dishtv to modernize TV viewing. Dishtv is India‟s first direct to home (DTH) entertainment service, using MPEG-2 digital compression technology, transmitting using NSS Satellite at 95.0.. 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 for them. It promises to change the experience of TV viewing with its uninterrupted transmission service. To experience the new life breathing in television technology, Dishtv extends high quality broadcast and thorough entertainment. Dish TV also provides mobile satellite TV on vehicles, trains, aircrafts. Dish TV was only satellite television 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. In October 2010, Dish TV added the long awaited Neo Sports and Neo Cricket on its platform. Features The exceptional digital and direct-to-home transmission ensures to watch all favorite programmes in true DVD quality. The Direct-to-Home satellite transmission treats all ears to a true theatre experience by providing awesome stereophonic sound. DISHTV‟S Instaflip technology helps in changing channels quickly and conveniently.
1.3.2. TATA SKY
Tata Sky is a satellite television provider in India, using MPEG-2 digital compression technology, transmitting using INSAT 4A at 83.0°E. It is a joint venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. Headquarters is at Mumbai, India. It currently offers close to 196 channels (as of December 2010) and some interactive ones; this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services also. The company uses the Sky brand owned by British Sky Broadcasting. In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback control keys and is being sold with special offers for existing subscribers. In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%.
STAR‟s parent company, News Corporation, owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia. Tata Sky+ Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV, recording one programme while watching another, pause, fast-forward and rewind a live telecast and review a TV programme. Also Tata Sky+ provides service using MPEG-4 digital compression technology. Tata Sky HD Tata Sky HD was launched on June 14, 2010, and has channels in their native resolution of 1080i or 720p. The STB is compatible with 5.1 CH surround sound as well. The service currently offers four HD channels - National Geographic Channel HD, Discovery HD, Showcase HD (Pay Per View) , Star Plus HD (upscaled SD channel) and Neo Cricket HD (Event Based). More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon. Features DVD Quality Picture and sound over 171 TV channels and services in DVD quality picture and CD quality sound. Customer care service with 11 languages and support 24x7. Parental Control regulate what children watch on television by locking movies based on the ratings provided by the channel or by locking the entire channel. Search and scan Banner find out what is playing on another channel without changing the channel you are watching.
It has been named as Asia Pacific & South Asia's most profitable media corporations and the largest TV network. This makes it the second largest Satellite television provider of India.3 SUN DIRECT Sun Network is an Indian media company based in Chennai. it became one of the leading Satellite television service provider with 3 million subscribers. Sun Network had recently begun film distribution and production through Sun Pictures. Sun Direct spread rapidly all over the country owing to lowest pricing of any Satellite television services in India. Established in may 14 1992. Tamil Nadu. It provided the HD beam from MEASAT 3 at 91. Its flagship channel is Sun TV which was the first fully privately owned Tamil channel in India when it emerged. In December 2009. India.Starting with two HD channels (National 6 . Its serials and soaps have generated the maximum TRP for viewership all over India. Malayalam language. Sun Direct was launched in Mumbai. Country‟s finncial capital and announced its pan India launch. The company is owned by Kalanidhi Maran. Sun Direct continued to be on the top charts of Satellite television service providers in India with 5. making it the most popular network of channels in India.18.104.22.168 million subscribers and soon officially launched its HD service in India. Andhra Pradesh. Kerala and Karnataka. In April 2010. who is the chairman and managing director who was recently awarded the CNBC Business Excellence Award in 2005. Kannada and Bengali languages covering the Indian states of Tamil Nadu. The company‟s reported revenue in the December quarter increased by 51% over the same period last year to about Rs600 crore. By 2009. Telugu. it created and owns a variety of television channels and radio stations in Tamil. Sun Direct HD Sun Direct is also the first to provide high-definition television services in India.
Reliance BIG TV's launch in August was probably the biggest roll-out in home entertainment ever. make it BIG").Geographic Channel HD and Tamil / Telugu HD Service). with the sole aim of providing the consumer with quality and enriched home entertainment service at value-driven pricing. They deployed the most advanced MPEG4 technology that enabled them to deliver best quality digital audio-video to the consumer. 1. It is the 5th Satellite television service launched in India.3. Customer care services with 6 language and supports 24x7. BIG TV started operations from 19 August 2008 with the slogan "TV ho Toh BIG Ho" ("If you have a TV. The Sun direct transmission is a true theatre experience by providing awesome CD quality sound.4. RELIANCE BIG TV Reliance BIG TV limited is a part of Reliance Communications Ltd. It is the first DTH service provider to show IPL 3 in HD format and has tie up with SET MAX. Installation charges-Rs499. The MPEG4 technology also gave them advantage of broadcasting at least 50% more channels compared to the competitors. free subscription for 5 months. 7 . Currently basic monthly plan costs Rs 110. the overall DTH penetration was just about 4 million households. Features: The exceptional digital and satellite transmission ensures to watch all favorite programmes in true DVD quality. When Reliance BIG TV was launched. the Indian business tycoon and owned by his son Anil Ambani. a subsidiary of Reliance Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani.Now the HD beam is from INSAT-4B.. Sun Direct offered subscribers a satellite dish and Set-top box for free and basic monthly plan as low as 75(approximately).
It currently offers close to 240 channels and many interactive ones.790. As India‟s leading telecommunication company. Bharti Airtel limited is leading global telecommunications company with operations in19 countries across Asia and Africa.3. There are also plans to introduce services like i-Stock. Reliance BIG TV introduced the unique concept of Subscriber-Video-On-Demand (SVOD) under which the subscriber paid a monthly subscription to get a 24 x 7 access to the 21 PPV channels showing Hindi and Regional Films.Features: It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting. 8 . AIRTEL DIGITAL TV Airtel Digital TV is the brand name for Bharti Airtel's satellite television service in India. The company plans to increase the number of channels in the near future to 400 and begin High Definition (HD) broadcast. They were also the first to introduce dedicated PPV channels for Marathi. Bharti Airtel Limited is the flagship company of Bharti Enterprises and is India‟s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. IPTV. turnkey telecom solutions for enterprises and national and international long distance services to carriers. free subscription for 3 months. fixed line. Installation charges-Rs1. Gujarati and Bhojpuri films.000 outlets in 6.5. DTH. high speed broadband. 32 cinema halls (i. Can watch 12 channels at a time on single screen. i-News and other such interactive services in the future.e.500 towns in India. Pay Per View Cinema Channels) as well as many Radio channels. 1. Reliance BIG TV's retailer network is spread across 100. The company offers mobile voice and data services.
10 channels on worldspace radio that offer the best music on air. An exclusive and revolutionary feature. 9 . Simple and easy to use. The subscriber has to pay a minimum charge of Rs150 plus service tax if they choose for a la carte option. 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. along with a host of other Interactive features. giving it a glamorous feel. Airtel digital TV service was launched on 8 October 2008. Airtel digital TV offers an exceptional viewing experience with the MPEG4 DVB-S2 technology. A multi TV screen Mobile Vehicle DTH solution with installation of its connections in RSTC Super Luxury Volvo buses plying on Delhi-Jaipur Highway. all without even buying a separate receiver. it guarantees unmatched picture quality and sound. Airtel digital TV on October 2010 launched a new way for people to enjoy live TV on the move. All the programme information are on the Multilingual Electronic programme Guide. listen to radio. in form of in-bus entertainment. Features: Universal remote manage both TV and set top box with a single remote. Music and General entertainment to best on-demand content on Airtel Live and also can choose the best movies of the world. contributing to its economic resurgence. Sleek and stylish set top box make it more than pleasing to the eye. It currently has over 4. witnessed the magic of television with best and widest variety of channels and programmes ranging from Sports.2 million subscribers.the Airtel brand has played the role of a major catalyst in India‟s reforms. play games. Low Battery Indicator shows warning signal on the universal remote when the battery is low.
at present has a network of more than 1400 transmitters spread throughout the country and its signals are available to about 90% (DD1) and 43% (DD-News) population of country. 1. Also. Owned by parent company Doordarshan. DD DIRECT+ 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. 2004.Digital TV recorder A premium DVR Digital Video Recorder allows recording of live TV on a 160 GB hard disk with MPEG 4 picture clarity. setting up of terrestrial transmitters in the uncovered areas would have taken a number of years (10 to 15 years). DD Direct Plus was launched on December 16. Digital TV HD Airtel digital TV HD provides channels in their native resolution of 1080i or 720p with 16:9 aspect ratio. The total capacity for DD Direct+ is 66 television (still 2 channels are empty) and 21 radio channels. Doordarshan. This DVR is also HD ready(576p) and will receive HD channels and Airtel is providing HD top up for DVR customers. Installation chargesRs1.3. the national broadcaster in India. It was estimated that the coverage of remaining 10 % population with terrestrial (single channel) broadcast would cost enormously. The STB is compatible with 7.6. free for 3 months.750. The prime duty of any national public service broadcaster is to make the programmes of national importance available to all its people and nationals. 10 . Besides that.1 CH Dolby digital Plus surround sound as well and is in fact the first HD STB in India to be compliant with Dolby digital.
tribal. the national broadcaster proposes to meet its obligation of covering the whole nation and its people not only with national channels. The high power Ku-band transponders of Indian Satellite INSAT-4B at 93. The signal will be available at each home directly without the use of any cable etc.5º E are being used for hosting the DD DIRECT+ services. border. Honorable Prime Minister of India inaugurated the service on 16/12/2004. Presently the DD DIRECT+ is envisaged to telecast 50 free-to-air TV channels (containing both Doordarshan and private channels) Satellite Earth Station for uplink of signals has been setup at Delhi.operation of terrestrial transmission would have required a huge manpower (a few thousand persons). and one will be able to receive the programmes with the help of a small Receive segment. In order to meet its obligations. Public Health Centres. Panchayats. it has also been decided that 10. With the fast developments taking place in Satellite Broadcasting. hilly and inaccessible areas in one go within a short time. Ku-band transmission will provide coverage in all uncovered areas including remote. but also make available popular Doordarshan and some other free-to-air channels on its platform. With this coverage. Youth Clubs.000 receive systems (Dish and Set Top Box) would be provided free of cost at public institutions like Anganwadis. 11 . This platform has been named as DD DIRECT+. but also the whole country gets multichannel service in one stroke. This is a much cheaper and economical option as compared to the coverage through Terrestrial transmitters. it is but natural that Doordarshan has also come up with an alternative to get the required reach with an alternate technology option “Ku-band broadcasting” which is envisaged for the coverage of remaining population. in the uncovered areas. It may be pertinent to mention here that incidentally Doordarshan would be starting DTH service with Ku band broadcasting as not only uncovered areas are covered with its commencement. Cooperative Societies etc. Schools.
it has already become a popular choice for many television viewers as it opened an option for consumers to obtain television channels without any intermediaries. Ms. STATEMENT OF THE PROBLEM: Television is a medium that‟s small physically. large otherwise with 130 million Tv households in India. it has to 12 .1.2. Satellite television assures the service providers that only authorized. Many satellite television providers select programs and broad casts them to subscribers as a set package. Basically. Review of literature is done extensively with the aim of obtaining detailed knowledge of the topic being studied.M. the provider‟s broadcast is completely digital. Madurai. the provider‟s goal is to bring dozens or even hundreds of channels to the customer‟s television in a form that approximates the competition from cable TV unlike earlier programming. Though satellite television technology is still evolving. its reach and impact is phenomenal. Thus. Tatasky. Sun Direct. which means it has high picture and stereo sound quality .Neelam Jain and Ms.CHAPTER II 2. paying subscribers have access to “Pay TV” content but at the same time can allow free-toair(FTA) channels to be viewed even by the people with standard equipment available in the market. in her study on “Consumer‟s preferences towards television” has concluded that Majority of people prefer television as it is considered as major entertainment and news informers in today‟s world.REVIEW OF LITERATURE: The review of literature plays a crucial role in any research. This study reveals even though Tata sky is better in quality when comparing to improve its services by overcoming its limitations. A study entitled “Comparative study on Tata sky and Dish Tv” which has been done by Ms. an attempt has been made by the researcher to study the consumer‟s satisfaction towards Satellite television in Madurai city.Khushbu Jain of Lady Doak college. Airtel digital TV. Indian Satellite television is going through a stiff competition and interesting phase by the Satellite television providers such as Dish TV. Big TV and DD Direct+. 2. here are about 417 satellite channels in less than two decades. 2009. Dish TV. Jannet of Madurai Kamaraj University in the year 1999-2000. S. From just one satellite channel in 1992.
Tatasky was leading in „buying experience‟. reports “The Hindustan Times.Sarasu of Lady Doak college.3. 13 . SCOPE OF THE STUDY: The study deals with consumer‟s satisfaction towards satellite television in Madurai city.2010. S. has concluded that the availability and affordability are going to be the challenges for DTH industry‟s growth in India. Customer expectations always move upward and it is only the satisfied customers who are more likely to remain loyal in the long run. With dodgy accounting and unverifiable subscription figures from cablewallahs. 2. Madurai. To evaluate the factors influencing the user to avail the Satellite television connection. media companies depend on advertising for their revenues. written by Asha Kasbekar. It is estimated that around 70 per cent of a channel‟s revenues emanate from advertising with just 30 per cent from subscriptions. To analyze the satisfaction level among the users about the transmission of Satellite televisions. An article published in the magazine “India Today” titled “More Bark.MaRs consumer satisfaction survey on “India‟s favorite DTH operators” revealed that Tata sky emerged as the country‟s favorite DTH operator followed by Bharti Airtel and Big Tv in second and third positions respectively. where competition is very fierce. satellite television is delivered by cable. To analyze the problems faced by using Satellite televisions. „channel choices‟ and features‟ and „interaction with service persons‟. 2.3. December 2009 edition.” A Study entitled “ Consumer‟s attitude towards DTH services in Madurai city” done by Ms. „audio and video quality‟. reports “Uniquely in India. Customer satisfaction has become a crucial point of differentiation in the entertainment field. especially in countries like India. An article published in the Journal “Marketing mind” December 2010 edition. OBJECTIVES OF THE STUDY: The objectives of the study are as follows: To study the level of awareness among the people about the Satellite televisions. To offer suitable suggestions based on the findings. More Byte”.
Ranking . TOOLS OF DATA COLLECTION: The data used are both primary and secondary data. METHODOLOGY: This study is based on descriptive and analytical in nature.2. Percentage analysis. Primary data are collected from customers/users of Satellite television through questionnaire method and secondary data is collected from websites. books.5. TOOLS OF ANALYSIS: The following statistical tools and analysis have been employed at appropriate place in order to arrive at meaningful conclusion and to make generalization on the basis of the result of this sample study:. etc.7. Under this method the samples are selected according to the convenience of the researchers. The personal bias of the respondents might have an impact on the data collected as the respondents answer to the questions. LIMITATION: Wider application of the suggestions may not be possible.8. The descriptive part of the study is based on Secondary data collected from journals. 2. 2. websites. 2. 14 . SAMPLE DESIGN: The preference of all people in Madurai cannot be arrest by an exhaustive study within the available time and cost.6. books and journals.7. A sample size of 100 is selected for the study. SAMPLING TECHNIQUE: Convenience sampling method is adopted. The analytical part of the study is based on primary data collected from the consumers through questionnaire method. Liker Scaling and Chi-square test were used to find out the satisfaction level. because the study covers only Madurai city.Diagrammatic representation. 2. 2.4. The data is subjected to the technical soundness of the respondent.
This chapter discloses all data collected through questionnaire from 100 respondents.1. Analysis and interpretation means mass data need to be reduced to meaningful number by using various statistical devices. The statistical tools like percentage analysis.CHAPTER III ANALYSIS AND INTERPRETATION 3. 15 . bar figure and chi-square test are employed for analyzing the collected data. Primary sources include the original documents i. the first reporting of facts while secondary sources are facts from primary sources. Interpretation is the task of drawing conclusions and inference from a careful analysis of data. pie charts. INTRODUCTION: The sources of information and the method of collecting the data are the two important things in the collection of data.e. Sources of data can be primary or secondary.
1 Age wise classification Age No.3.2. Age wise classification of the respondents Age is an important factor because the needs. Table 3. desires and expectations differ highly depending on the age group. Of Respondents 8 27 22 43 100 Percentage (%) 8 27 22 43 100 Below 20 years 20-30 years 30-40 years Above 40 years Total Source: Primary data 16 .
8% of the respondents belong to the age group below 20years.Figure 3. 43% of the respondents belong to the age group above 40 years. 17 .1 and figure 3.1 Age wise classification 27% 8% 22% Below 20 years 20-30 years 30-40 years Above 40 years 43% Source: Primary data The table 3. The age groups of above 40years are more interested in viewing Satellite television compared to other age groups.1 reveals the age group of the respondents of Satellite television service users.
2 and Figure 3. 18 . Female are much interested in viewing Satellite television than Male.3. 41% of the respondents are Male and 59% of the respondents are Female.2 Gender wise classification 60% 50% 59% 41% Percentage(%) 40% 30% 20% 10% 0% Male Female Gender Source: Primary data Table 3. Table 3.2 Gender wise classification Gender No.3. Gender wise classification: The respondents who had filled questionnaire include both male and female. Of Respondents Percentage (%) Male Female Total Source: Primary data 41 59 100 41 59 100 Figure 3.2 reveals that.
4 Classification of type of Family 86% Joint Family 14% Nuclear Family Source: Primary data It is evident from the Table 3. of Respondents Percentage (%) Joint Family Nuclear Family Total Source: Primary data 14 86 100 14 86 100 Figure 3. Type of Family Family type forms an important factor in case of buying.3.4 that. Table 3.4and Figure 3. whereas Joint family is only 14%.4 Classification of type of Family Type of Family No. 19 .4. Nuclear family dominates the society in viewing Satellite television with 86%.
5 Classification of number of members in the family No. of Respondents Percentage (%) Below 3 members 3-5 members 5-7 members Above 7 members Total Source: Primary data 5 81 8 6 100 5 81 8 6 100 20 . Table 3. of Family members No.3. Number of Family members The buying tendency of any product depends upon the family members.5.
5 depicts that Family having 3-5 members. At the same time family having below 3 members. 21 . remained the highest percentage in availing Satellite television service connection with 81%.5 and Figure 3.5 Classification of number of members in the family 90% 80% 70% 60% 81% Percentage(%) 50% 40% 30% 20% 10% 0% 5% Below 3 members 3-5 members 8% 5-7 members 6% Above 7 members No. of family members Source: Primary Data From the Table 3.Figure 3. remained the least percentage in availing Satellite television service connection with 5%.
100% of the respondents. who view television. Awareness of Satellite television Without sufficient awareness about any product a customer cannot buy according to his needs.6 and Figure 3. Hence.6 Awareness of Satellite television Satellite television No. analysis about the awareness of the product considered necessary.6 Awareness of Satellite television 100 _ 100 100 _ 100 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 100% Percentage 0% Aware Not aware Level of awareness Source: Primary Data From the Table 3.6.3. have awareness about Satellite television network. 22 . Table 3. of Respondents Percentage (%) Aware Not aware Total Source: Primary data Figure 3.6 it is evident that.
Information about any product is obtained from various sources. Hence.3.7. Table 3. Source of information Any products or service are purchased by the user on the basis of information obtained by them. source of information is also considered very important.7 Source of information Source of Information No. of Respondents Percentage (%) Through Advertisement Through Neighbours Through friends & Relatives Total Source: Primary data 71 11 18 100 71 11 18 100 23 .
6 71% Percentage 0.5 0.7 Source of Information 0. It is evident from this that the advertisement media plays an vital role in making awareness among the television viewers. 24 .7 depicts that 71% of the respondents came to know about Satellite television service through advertisement and 11% of the respondents through neighbours.8 0.3 18% 0.7 and Figure 3.Figure 3.2 0.4 0.1 11% 0% 0 Through Advertisement Through Neighbours Friends & RelativesOthers Through Source of Information Source: Primary Data From the table3.7 0.
8. Table 3. Factors influencing to buy There are many factors which influence the user to buy any products/services.3.8 Factors influencing to buy Factors Brand Name Price Signal Clarity Features Service Care Advertisement Curiosity to try new Source: Primary Data Score 460 507 468 399 342 409 215 Rank III I II V VI IV VII 25 .
the second and third to follow is the Signal clarity and the Brand name respectively are the factors which influenced the customers to avail the particular brand of Satellite television. 26 .8 and Figure 3.8 Factors influencing to buy Brand Name Price Signal Clarity Features Service Care Advertisement Curiosity to try new 0 1 2 3 III I II V VI Factors IV VII 4 5 6 7 8 Rank Source: Primary Data Table 3.Figure 3. since it is economical to all income groups.8 states that Price is ranked first.
9. of Respondents Percentage (%) Telecast quality Audio and Video Clarity Economical Selectable Channel package Extra features All Total Source: Primary Data 7 21 23 10 5 34 100 7 21 23 10 5 34 100 27 .9 Reasons for availing Satellite television network Reason No.3. Reasons for availing Satellite television network Reason for availing Satellite television connection depends upon the expectation and need of the customer. Table 3.
7% of the respondents are least bothered about the telecast quality as a reason for availing Satellite television network.Figure 3.9 it is clear that 34% of the respondents kept all the reasons in the mind and have availed the Satellite television network.9 Reasons for availing Satellite television network 7% Telecast Quality 34% 21% Audio Clarity Economical Selectable channel package Extra featurs 5% 10% All 23% Source: Primary Data From the Table 3. 28 .9 and Figure 3.
3. of Respondents Percentage (%) Big TV Sun Direct Tata Sky Dish TV DD Direct + Airtel Digital TV Total Source: Primary data 13 32 12 11 15 17 100 13 32 12 11 15 17 100 29 . which allow the consumers to prefer one brand over another. Brands of Satellite television service connection At present there are different brands available in the Satellite television service industry. Table 3.10.10 Satellite television service brands Brands No.
35 0.10 that 32% of the respondents using Sun Direct. which is the highest compared to other brands.10 Brands of Satellite television service 0.05 0 13% 15% 12% 11% 17% Big TV Sun Direct Tata Sky Dish TV DD Direct+ Airtel Digital TV Brands of Satellite television service Source: Primary Data It is inferred from the Table 3. is next to Sun Direct with 17%. Airtel Digital TV.2 0. Dish TV has the lowest percentage of respondents using it with 11%.25 32% Percentage 0. followed by DD Direct+ with 15%.Figure 3.3 0.1 0.15 0. 30 .
Number of Connection The number of connection depicts the attitude of the consumer towards the services offered by the Satellite television service. of Respondents Percentage (%) Only one Two More than Two Total Source: Primary Data 82 15 3 100 82 15 3 100 31 .11.11 Number of Connection No. of Connection No.3. Table 3.
Figure 3. 32 .11 Number of connection 3% 15% Only One Two 82% More than Two Source: Primary data Table 3.11 states that 82% of the respondents preferred to have only one connection.11 and Figure 3. Only 3% of the respondents preferred to have more than two Satellite television service connections.
Table 3.3.12. Period of Payment Consumers recharge their package depending on their ways of usage. of Respondents Percentage (%) Monthly payment Quarterly payment Yearly payment Total Source: Primary data 34 25 41 100 34 25 41 100 33 .12 Period of Payment Payment Period No.
34% of the respondents prefer to recharge their package monthly. Majority of the users feel convenient to recharge yearly than monthly and quarterly recharge.Figure 3.12 and Figure 3.12 Period of Payment 45% 40% 35% 41% 34% 25% Percentage 30% 25% 20% 15% 10% 5% 0% Monthly payment Quarterly payment Payment period Yearly payment Source: Primary data Table 3.12 reveals that. 34 . 41% of the respondents prefer to recharge their package yearly. 25% of the respondents prefer to recharge quarterly.
3.13. Position of Satellite television service brands Ranking of different brand is important to know the position of the particular brand in the market. Table 3.13 Position of Satellite television service brands Brands DD Direct + Sun Direct Dish TV Big TV Tata Sky Airtel Digital TV Source: Primary data Score 230 466 319 334 392 359 Rank V I VI IV II III 35 .
13 Position of Satellite television service brands 7 6 5 VI V IV III II I Ranks 4 3 2 1 0 DD Direct+ Sun Direct Dish TV Big TV Tata Sky Airtel Digital TV Satellite television service brands Source: Primary Data It is clear from the Table 3. This shows Sun Direct is been the choice of majority of the Satellite television users. 36 .13 that Sun Direct ranks first with high score of 466. Tata Sky ranks second with the score of 392. Airtel Digital TV ranks third with the score of 359.Figure 3.13 and Figure 3.
14 Preference towards channel package system Channel package No. Preference towards channel package system Various common package systems are made available to the users by the Satellite television service providing company. Table 3.3. of Respondents Percentage (%) Language/Regional channels Sports channels Edutainment channels News channels Total Source: Primary Data 36 36 25 28 11 100 25 28 11 100 37 .14.
Figure 3.35 0.05 0. This shows people give more importance to language as they feel more comfortable in viewing their language/regional channels and they also prefer Edutainment channel package so as to gain information along with entertainment. 36% of the respondents prefer for Language/Regional channels package.4 Sports channels Edutainment channels News channels Percentage Source: Primary Data It is inferred from the Table 3.3 0.14 Preference towards channel package system Language/Regional channels Channel package system 36% 25% 28% 11% 0 0. 11% of the respondents prefer for News channel package.14.14 and Figure 3. 28% of the respondents prefer for Edutainment channel package. 38 .25 0. 25% of the respondents prefer for Sports channel Package.15 0.2 0.1 0.
15 Price charged Price charged No. of Respondents Percentage (%) High Medium Low Total Source: Primary data 22 65 13 100 22 65 13 100 39 .15. Price charged Price is important for purchasing any product or service. Table 3. Price play vital role in decision making regarding the purchase of the product or service.3.
15 and Figure 3.2 13% 0.3 22% 0.Figure 3. 40 .1 0 High Medium Level of price charged Low Source: Primary data It is clear from the Table 3.15 Price charged 0.7 0.15 that 65% of the respondents have opinion about the price is medium where as only 13% of the respondents feel that price is low. 22% of the respondents feel that the price is high.4 0.6 0.5 65% Percentage 0. The respondents has availed the Satellite television service network as they feel that the price charged by the Satellite television service providers is medium.
16 and Figure 3.16 Usage of the brand in future Usage of the brand in future Continue Discontinue Total Source: Primary data No. 26% of the respondents do not prefer to continue the same brand in the future.16 Usage of the brand in future 26% Continue 74% Discontinue Source: Primary data It is evident from the Table 3. Table 3. Usage of the brand in future Potential customers who are satisfied with the present brand will continue the same brand in the future. of Respondents Percentage (%) 74 26 100 74 26 100 Figure 3. 41 .16.3.16 that 74% of the respondents continue to prefer the same brand in the future as they are satisfied with the present brand. Whereas.
82% of the respondents preferred to have only one connection. 7% of the respondents are least bothered about the telecast quality as a reason for availing Satellite television network. 24% of the Satellite television service users are Post graduates.1 FINDINGS 43% of the respondents belonging to the age group above 40 years are more interested in viewing satellite television. 100% of the respondents have awareness about Satellite television service. 81% of the respondents are from family having 3-5 members. 86% of the respondents are from nuclear family. 71% of the respondents feel advertisement plays a major role in providing information about Satellite television service. 42 .CHAPTER IV FINDINGS. 8% of the respondents belonging to the age group below 20 years interested in viewing Satellite television. 26% of the male respondents are interested in viewing Satellite television. 11% of the respondents are presently using Dish TV. 11% of the respondents came to know about Satellite television network through neighbours. 59% of the female respondents are much interested in viewing Satellite television. 14% of the respondents are from Joint family. 7% of the Satellite television service users are illiterate. 25% of the respondents prefer to recharge their package quarterly. 5% of the respondents are from family having below 3 members. 32% of the respondents are presently using Sun Direct. 36% of the respondents prefer language/Regional channel package. SUGGESSTIONS AND CONCLUSIONS 4. 3% of the respondents preferred to have more than two Satellite television service connections. 41% of the respondents prefer to recharge their package yearly.
13% of the respondents feel that price is low. 26% of the respondents do not prefer to continue the same brand in the future. 74% of the respondents continue to prefer the same brand in the future. 43 .11% of the respondents prefer News channel packages. 65% of the respondents have opinion about the price is medium.
therefore new technology can be introduced to solve the problem of transmission. but its price may divert people to look for other options. 44 . Customers complaints must be attended properly within a week. SUGGESTIONS: Installation charges also includes the hidden cost of free dish. taking the feed backs from the customer in a positive way.2. People prefer not to miss their favorite programmes during the rainy season also. Though it is not exclusively for the higher income groups. and the remote. Less awareness is prevailing among the users of Satellite television about the interactive channels and extra facilities offered by the Satellite television service providers.4. encouraging new distributors. To improve the sales promotion or count. extend the period of free service. set top box.
In case of yearly payment an alert message must be given to the customer at least twice so as to remind the customer before terminating the service. Customers are very much comfortable with yearly payment. Satellite television has introduced the next level of viewing television with its picture clarity and audio clarity. All income level of the user can afford to it as the Satellite television companies have entered into the price wars. The problem should be overcome so as to have the same level of viewers/users during any season. taste and preference.4. Satellite television companies offer their product at competitive price which is a benefit to the users.3 CONCLUSIONS Television metrics in India have gone through several phases. Number of channel packages is available to the Satellite television users to choose according to their needs. No more Satellite televisions are considered as luxury product. 45 .
com http://www. New Delhi. Rajan Saxena.money.Miniod..CHAPTER V BIBLIOGRAPHY Books: Michael R. James consumer behavior.wikipedia.N Pillai Bhagavathi. Marketing Management. Consumer th behavior- Buyer.indian-voice-overs. New Delhi.rediff. Research Methodology-Methods and Techniques. Sultan Chand & Son.businessworld.Solomon. New Age International Publishers.in/dth-in-india. R. Roger G.R.6 edition.com http://www. Vikas publishing house. 9th edition. Kothari. 2006. Modern Marketing Principles and Practices.wisegeek. South western college publisher. 2008. 2003. Paul W.in http://www.com http://en. Pearson/Percenpice Hall publisher.in 46 . 2004. C.com http://www. 2007.indiatoday.com http://indiahometips/dth-planguide.org http://www.Blackwell.S. Websites: http://teck. having &being.
Name of the respondent (optional) 2.000 Rs.20.000 Rs.001-Rs. 1.20.A Study on Consumer Satisfaction towards Satellite Television in Madurai city.000 More than Rs30. Specify_______________________ 5.MARTIN pursuing II MBA in VELAMMAL COLLEGE. Madurai have undertaken “Consumer Satisfaction towards Satellite Television in Madurai city” as a part of my academic requirement of degree of Bachelor of Commerce.30.000 47 . Gender 4.10. Age ______________________________ Below 20years 30-40years 20-30years above 40years 3. Occupation Male Student Professionals Female Business Home maker Government employee Private employee Others. I request you to fill the following questions and I assure that the information given by you will be used only for academic purpose and will be kept highly confidential. 1. Family Income(per month) Less than RS. Questionnaire Dear respondent.10.000-RS. So. I A.
Educational Qualification SSLC Under graduate HSLC Post graduate 7. No. Type of Family Joint family Nuclear family 8. According to your preference. Rank (1-7) the following factors which influenced you to avail the particular brand? Brand Name Service care Price Advertisement Features Curiosity to try new Signal Clarity 48 .6. of family members Below 3 members 5-7 members 3-5 members Above 7 members 9. Specify________________ 10. Which Brand of Satellite Television you are presently using? Big TV Dish TV Sun Direct DD Direct+ Tata Sky Airtel Digital TV 11. Are you aware of Satellite Television? Yes No If Yes. how do you come to know? Through Advertisement Through friends & Relatives Through Neighbours Others.
Highly Satisfied DS – Dissatisfied S – Satisfied HDS – Highly Dissatisfied N – Neutral Satisfaction Level Duration for ordering and setting up of Satellite Television is Installation charges of Satellite Television HS S N DS HDS incurred by me is Subscription fee offered by the Satellite Television providers is Channel Package of the Satellite Television providers is Picture clarity of the Satellite Television is Sound clarity of the Satellite Television is Maintenance charges of Satellite Television is Life span of Dish antenna & Setup box of Satellite Television to me is Size of the Satellite television I use like Set top 49 . HS . What are the reasons for getting Satellite Television connection? Telecast Quality Selectable Channel package Audio & Video Clarity Extra features Economical All 14. How long you have been availed Satellite Television connection to your home? Less than 1 year 2-3 years More than 3years 13. Please put a ( ) tick mark on the level of your Satisfaction towards Satellite Television.12.
Monthly Payment Quarterly Payment Yearly Payment 50 . Movie on demand available from the Satellite Television providers to me is The availability of brand dealers in my locality is Festival/Seasonal offers offered by the Satellite Television providers is Time taken to respond to my complaints by the Satellite Television service providers is Customer care service rendered by the Satellite Television provider is 15. Dish is Manual operation of the Satellite Television to me is Live telecast service provided by the Satellite Television service lenders to me is After sales service rendered by Satellite Television service providers to me is Cost of additional channels offered by Satellite Television service providers is Service recovery of Satellite Television during breakdown due to bad weather is Extra features like games. Mention the period of payment.box. How many connections do you have ? Only one Two More than Two 16. Radio channels.
Are you provided by any extra service facilities by the Satellite Television service providers? Yes No If Yes.17. Movie on demand Live telecast Games facility Extra Radio channels Extra News & Edutainment channels 20. Rank (1-6) the Satellite Television brands: DD Direct+ Big TV Sun Direct Tata Sky Dish TV Airtel Digital TV 18. then what kind of services are provided. According to your opinion. During which season do you experience more problem in Satellite Television services? Autumn Rainy Winter 51 . Which kind of channel package system do you prefer the most ? Language/Regional channels Edutainment channels News channels All Sports channels 19. How do you feel about the price charged for the Satellite Television service connection? High Medium Low 21.
Will you continue the same brand in the future? Yes No 23. Suggestions. If any : THANK YOU 52 .22. Will you recommend/Suggest to others to buy the particular brand of Satellite Television? Yes No 24.