ANALYZING CURRENT TREND FOR CUSTOMER PREFERENCE TO A PARTICULAR DTH BRAND WITH EMPHASIS ON QUALITY

AND SERVICES.

Submitted By:Mukul Dabas07613701710BBA VI M1

What is DTH

DTH is an acronym for ‘Direct to Home’ service. DTH is a digital satellite service that provides television viewing services directly to subscribers through satellite transmission anywhere in the country. 

MAJOR PLAYERS IN INDIA

OBJECTIVES AND SCOPE

Analysis of current and past trends in the DTH Industry.Analysis of Quality and Service of the DTH providers.Analysis of customer preference to DTH providers.

METHODOLOGY

Online Questionnaire Survey

SAMPLING TECHNIQUE

Convenience Sampling : The subjects are selected just because they are easiest to recruit for the study.

Sampling Unit : 57ANALYSIS TOOLS

Microsoft Excel, Microsoft Word, IBM SPSS Statistics

DATA ANALYSIS & INTERPRETATION

Demographics are the quantifiable statistics of a given population. Demographics is also used to identify the study of quantifiable subsets within a given population which characterize that population at a specific point in time.

These types of data are used widely in public opinion polling and marketing. Commonly examined demographics include gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status, and even location.

DEMOGRAPHIC DETAIL

Types of Questions

Multiple Choice Questions

Rating Scale

A rating scale is a set of categories designed to elicit information about a quantitative or a qualitative attribute.

Likert scale

A Likert scale is a psychometric (physiological measurement) scale commonly involved in research that employs questionnaires. It is the most widely used approach to scaling responses in survey research, such that the term is often used interchangeably with rating scale, or more accurately the Likert-type scale.

Frequency Percent

Below 1

1 – 3 Years

3 – 5 Years

Over 5 Years

Total

610.5

2035.1

2442.1

712.3

57 100.0

Below

1 Y

ear

1 - 3

Yea

rs

3 - 5

Yea

rs

Ove

r 5 Y

ears

0

10

20

30

Years Sub-scribed to by Respondents

Number of Respondent

10.5

35.142.

1

12.3

Percentage of Respondents

Below 1 Year

1 - 3 Years

3 - 5 Years

Frequency PercentValid 6 2 3.5

7 18 31.68 23 40.49 13 22.810 1 1.8Total 57 100.0

3.5

31.6

40.4

22.81.8

Percentage of Re-spondents Rating Pic-

ture Quality 6%7%8%9%10%

Q4_2 Q9 Dish Tv Mean 7.68

N 19

Std. Deviation .820

Tata Sky Mean 7.76

N 21

Std. Deviation .944

Airtel Tv Mean 8.08

N 13

Std. Deviation .641

Videocon D2H Mean 8.75

N 4

Std. Deviation .957

Total Mean 7.88

N 57

Std. Deviation .867

By Case Processing

Frequency PercentLow

Neutral

High

Very High

Total

11.8

3764.9

1628.1

35.3

57100.0

1.8

64.9

28.1

5.3

Percentage of Respon-dents Rating Cost of

Service

LowNeutralHighVery High

Q4_2 * Q13 Crosstabulation

Q13

TotalMonthl

yHalf

yearly YearlyQ4_2 Dish Tv Count 16 1 2 19

% within Q4_2

84.2% 5.3% 10.5% 100.0%

Tata Sky Count 19 1 1 21

% within Q4_2

90.5% 4.8% 4.8% 100.0%

Airtel Tv Count 11 1 1 13

% within Q4_2

84.6% 7.7% 7.7% 100.0%

Videocon Count 3 1 0 4

% within Q4_2

75.0% 25.0% .0% 100.0%

Total Count 49 4 4 57

% within Q4_2

86.0% 7.0% 7.0% 100.0%

Group Statistics

Q1 N Mean Std. Deviation Std. Error Mean

Cost of Service Male 33 3.42 .663 .115

Female 24 3.29 .550 .112

Customer Service Male 33 2.97 .174 .030

Female 24 3.08 .504 .103

Subscription Offers Male 33 3.09 .678 .118

Female 24 3.29 .550 .112

Value added Services Male 33 2.91 .579 .101

Female 24 3.00 .659 .135

Variety of Channels Male 33 3.82 .584 .102

Female 24 3.50 .511 .104

Promotional strategies Male 33 2.91 .579 .101

Female 22 2.68 .477 .102

T-Test Analysis

CONCLUSIONS

RESULTS • PREFERRED NAME IS DISH TV• DUE TO HABIT CUSTOMERS WILL NOT CHANGE

SERVICE PROVIDERS• NEED TO INCREASE PROMOTIONAL ACTIVITIES• MONTHLY INSTALLMENTS IS MOST LIKELY THE

SUBSCRIPTION PERIOD• COST MAY BE HIGH YET PEOPLE PAY TO RECEIVE

CERTAIN QUALITY OF PICTURE, SOUND AND ADDITIONAL FEATURES.

• BAD WEATHER IS A PROBLEM FOR THESE SERVICE PROVIDERS.

• THERE ARISES A NEED FOR SERVICE PROVIDERS TO EDUCATE THEIR CUSTOMERS ON THE FEATURE AVAILABLE TO THEM.

LIMITATIONS

SCOPE FOR FURTHER STUDY COLLECTION OF MORE DATA, INCREASING THE

SAMPLE SIZE. COLLECTION OF DTH PROVIDERS IS LIMITED TO

JUST 4 (DISH TV, TATA SKY, AIRTEL DIGITAL TV AND VIDEOCON D2H) INCLUSION OF OTHER BRANDS MAY BRING LIGHT NEW AND IMPROVED FINDINGS/RESULTS.

RESPONDENTS IN CLUSTERS SHOULD NOT BE TARGETED AND HENCE MUST BE SPREAD OUT OVER A CITY TO GET AN OVERALL GEOGRAPHIC COMPARISON TAKING INTO CONSIDERATION MORE FACTORS SUCH AS LOCALITY, DENSENESS ETC

QUESTIONS COULD HAVE BEEN FILLED BY A PERSONAL INTERVIEW TO DIMINISH THE INDIFFERENCE IN THE MINDS OF THE RESPONDENTS.

MICRO LEVEL STUDYSAMPLE SIZE IS SMALL TO AGGREGATE THE MASS

POPULATIONTIME CONSTRAINTNOT AWARE ABOUT THE HONESTLY OF THE

RESPONDENT WHILE FILLING THE SURVEY