Cb Final Term Paper(2)

8/8/2019 Cb Final Term Paper(2)

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LOVELY PROFESSIONALUNIVERSITY

T E R M PA P E R

O F

RESEARCH METHODOLOGY

ON

Consumer perception and preferencetowards DTH players in India.

Submitted To:-Submitted By:-

MR. AMIT DUTTIMRAN HUSSAIN A20


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TABLE OF ContentsIntroduction

Review of Literature

Needs of study

Objectives of study

Research Methodology

Data Analysis

Findings

Bibliography

Annexure

Questionnaire

Bar graphs


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INTRODUCTIONDirect to home (DTH) television is a wireless system for delivering television

programs directly to the viewer's house. In DTH television, the broadcast signalsare transmitted from satellites orbiting the Earth to the viewer's house. Eachsatellite is located approximately 35,700 km above the Earth in geosynchronousorbit. These satellites receive the signals from the broadcast stations located onEarth and rebroadcast them to the Earth. The viewer's dish picks up the signal fromthe satellite and passes it on to the receiver located inside the viewer's house. Thereceiver processes the signal and passes it on to the television. The DTH providesmore than 200 television channels with excellent quality of reception along withteleshopping, fax and internet facilities. DTH television is used in millions of homes across United States, Europe and South East Asia.

India has also witness this change, India has about 130 million TV homes of which, Cable & Satellite (C&S) services are present in 97 million (74%) of thehomes. The DTH market in India comprises 11% of the total market with almost15 million homes. The DTH industry growth lagged to 10.3% in 2008 from 16.7%a year earlier. But industry players agree that the digitization drive is expanding by35-40% annually. However, industry estimates DTH to touch 35-40 millionsubscribers by 2012, and thats the number that every DTH brand has set its sightson. By 2015, DTH will enjoy a market share of 40%, digital cable 40% and analogcable will follow with only 20% market share. The DTH service market in Indiahas emerged as one of the most lucrative markets which have successfully resistedthe impacts of the current economic slowdown. The slowdown has certainly

proved a boon for the Indian DTH industry as people have now started to cut ontheir entertainment expenditure and instead of viewing movies at theatres, they are

preferring to stay at home with their television sets.


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FORECASTING

The industry is anticipated to add nearly 5 Lake subscribers per month during 2009and the numbers are forecasted to surge further at around 30% through 2012.So

apart from Tata Sky, Dish TV, Airtel Digital and Reliance BIG, southernheavyweight Sun TV has entered the fray with Direct, while Videocon has enteredthe market in June 2009. Still, as DTH is still a relatively new category and most

people were hesitant to experiment with it. While Indian consumers were notcompletely satisfied with their cable services, they did not feel the need to switchover to any other means of entertainment. It was therefore imperative for companies such as Tata Sky, Dish TV, and Reliance BIG TV to educate theconsumers about the advantages of the service and in turn create an urge to invest

in it.

REVIEW OF LITERATURE

SINCLAIR , JOHN, in his study found that advent of international satellite television broadcasting, including thesatellite-to-cable services which are now proliferating in severalcountries of the world, represents a qualitative leap in the natureof broadcasting. Satellite distribution is a literally 'international'medium in which signals can not only spill across neighboringborders, but reach audiences spread over entire world regionsand even link Diasporas communities on different continent.Anon. (2009)- The Icfai University journal, in his study foundthat opportunities of (DTH) services in India are exploding andleading to the entry of multiple players in this segment. The

potential in the market is huge and promises lucrative returns toall the players. This paper is an attempt to explore the presentscenario prevailing in India regarding the current awarenesslevels about DTH television services and to know the factors andtheir relationship, which influence the attitude and perception of consumers towards DTH services. Further an effort has been


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made to know how the advertisements have changed the attitudeof the consumer towards DTH services in the Ghaziabad region.Fernando et al., in their paper examines the implications of technological convergence on pay-television (pay-TV) services inBrazil. It applies the concept of convergence derived from therealm of biology, which deals with the formation of successivesimilarities amongst organisms or associations formerly distinct.In this context, this paper intends to describe the extent to whichBrazil has positioned itself to respond to the impact of thetechnological convergence on the regulation of pay-TV services inthe country. The DTH is a service that subscribers have to install asmall satellite dish at their premises along with an integrated

receiver/decoder (IRD). This MCSS is directly delivered tosubscribers from a geostationary satellite. LIEFA AND HARALDhas during their study in 2000 and 2001 tested how differentaccess solutions may be combined in order to provide acomparable offering of next generation interactive broadbandservices in cities, townships and rural areas from the far southto the far north of Norway. Interactive broadband service trialproject has tested hybrid solutions based on combinations of fixed

network upgrades with VDSL (very high speed digital subscriberline), wireless systems like LMDS (local multipoint distributionsystem), interactive and DTH (direct to home) satellite systemsand the DTT (digital terrestrial TV) network. The pilots have beencarried out at four different places in Norway; Stavanger, Oslo,Beito and Svolvr. Home network alternatives have been testedin the project. The target on the service side has been to providethe users with offered next generation TV- and PC-centric

interactive broadband services. In this paper, the Stavanger pilotis given the most in-depth coverage. GOYAL, CHAMAN. (2009),in his study found that DTH is one of the upcoming technologieswith satellite programs that comprise a personal dish in anindividual home. In India you will find 6 major DTH serviceproviders with a total of over 5 million subscriber households.


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With the coming services of DTH, the entertainment industry inIndia has got a big boost. It helped in broking the monopoly of thecable operators that offer several channels at very high rate. WithDTH one can easily afford expenses and can only pay for thosechannels which he or she wants to see. Direct to home maintain adirect connection between broadcasters and viewers. One of thebiggest advantages of DTH is, it can reach anywhere as it doesnot need any cable wire. It means direct to home has ability toreach any remotest corner of the country. ALEXANDER, MONTY,in his study found that DTH gave the choice in the hands of viewers. Since it advent in India, DTH services has improved leapsand bounds. The most interesting part of this service is it can

reach remotest corner of the county, even at a hill station. It doesnot need any cables. In Indian DTH market, there are five majorbrands, vying for the entertainment space in the country. Theleading DTH services providers in India include Dish TV, Tata Sky,Airtel Digital TV, Sun Direct and Reliance Big TV. Tata Sky andDish TV are the best DTH service providers in India. Popularity of DTH services is increasing in India because of the decreasingprices of dish and set top boxes. More and more providers are

coming into the scene because of the falling cost of investmentfor starting a DTH service. All the providers are competing witheach other by offering attractive packages. They charge forviewing only particular number of channels. Furthermore,government is considering Conditional Access System. It willmake cable users pay more charges for viewing channels. Thatmeans DTH services will be cheaper. YADAV, SONU , in his studyfound that DTH is in high demand in Indian market that offers

fantabulous home entertainment kit with superfluous featuresand best digital TV service. DTH brings you with the latesttechnology that telecast various satellite programs through apersonal dish in an individual home. It maintains a directconnection between broadcasters and viewers which makes itcheaper, effective Clear video and clear sound quality. In India


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you will find about 6 major DTH service providers Tata sky, dish TV, zee DTH, sun TV, DD DTH and reliance DTH service.DHARMARAJ, in his study found that DTH Services plays animportant role in the electronic market. They have gives awesomequality services to their customer at affordable prices. As in Indiathere are many companies that offer complete homeentertainment kit. Like zee DTH, reliance DTH, Airtel DTH, big TVDTH, DD DTH and lots more. All, these companies updatesthemselves so well that are offering various types of packages,paid channels and lots more in one direct to home package. Inprevious few days back DTH services in India has launched newdigital TV service.

Needs of study

The primary purpose or need of the research is to gain an insight on taste and preferences of consumer towards DTH. Through our research we have tried tolocate the specific factors which the consumer considers while going for a DTHservice. Our aim is also to determining the quality of service that are provided andto know an insight of the consumer choices.

Objectives of study

1. To know consumer perception towards the DTH service.

2. To analyze the factors (i.e. Price, Signal, Channels, Picture quality) that

influence a customer to go for a particular DTH service provider.

3. To open new vistas for further researches.

Research Methodology


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This section describes the design of the research methodologyand aims to improve assurance that appropriate procedures werefollowed. This research seeks to examine the perception of theconsumers about DTH service in India.

HYPOTHESIS FORMULATION

A hypothesis is a proposed explanation for an observablephenomenon.

TypesNull: - Ho- consumer perception towards DTH service is independent of age.Ho - consumer perception towards DTH service is independent of gender.Ho - consumer perception towards DTH service is independent of income.Ho - All the income groups have same perception towards DTH.Ho - All DTH service providers have equal market share.

Alternative: - H1 -consumer perception towards DTH service is dependent of age.H1- consumer perception towards DTH service is dependent of gender.H1- consumer perception towards DTH service is independent of income.H1- All the income groups have different perception towards DTH .H1- All DTH service provider have unequal marker share.

Research Design

The research design of the term paper is a type of descriptiveresearch particularly cross-sectional design has been usedhere. It involves the collection of information from any given


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sample of population elements only once . This is because theresearch looks to identify the factors underlying consumersperception about DTH service in India.

Sources and Tools of Data Collection Primary data: The data is gathered through a survey basedresearch approach with the help of a questionnaire.Questionnaires have some pertinent advantage over some othertypes of surveys which is why it was selected as a research tool.

They are economical, do not require as much effort as in verbaland telephone survey and often have standardized answer tomake it simple to compile data. It is also easy for the respondents

to file the questionnaire rather than think extensively and answerit in depth interview questions.

Secondary Data: These sources are books, articles, various websites and research papers.

UNIVERSE

Total of items about which information is desired aggregate of elementary units

possess at least one common characteristic- real or hypothetical. In this study the population is the people who live in Jalandhar.

TARGET POPULATION

Target population refers to the group of individual which researchers are interestedin generalizing the conclusions. The target population usually has varyingcharacteristics and it is also known as the theoretical population. In this study thetarget populations are consumer who uses DTH service in Jalandhar.

SAMPLING ELEMENT

In this study the consumers who are using DTH services in Jalandhar are the sampling elements. Sampling is that part of


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statistical practice concerned with the selection of an unbiased orrandom subset of individual observations within a population of individuals intended to yield some knowledge about thepopulation of concern.

SAMPLE SIZE

Sampling size refers to the number of items to be selected from the population toconstitute a sample. This is the biggest problem for the researcher. The size of thesample should neither be large nor too small; it should be optimum to gather theaccurate results.In our research the sample size of the respondents is 100 .

SAMPLING TECHNIQUE Convenient sampling methods were used to collect the data as the questionnairesare distributed. Convenience sampling (sometimes known as grab or opportunity sampling ) is a type of non-probability sampling which involves thesample being drawn from that part of the population which is close to hand. Thatis, a sample population selected because it is readily available and convenient

DATA ANALYSIS TECHNIQUE

The data collected was analyzed with the help of following tools;a) Meanb) Medianc) Moded) Standard deviation

e) Correlation The SPSS software i.e. Statistical Packages for Social Scienceshave played a key role in the analysis of data.


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DATA ANALYSISFACTOR ANALYSIS

Total Variance Explained

Comp

onent

Initial Eigenvalues a Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

w 1 2.416 39.231 39.231 2.416 39.231 39.231 2.198 35.691 35.691

2 1.078 17.501 56.732 1.078 17.501 56.732 1.296 21.041 56.732

3 .907 14.725 71.457

4 .823 13.358 84.814

5 .475 7.712 92.527

6 .460 7.473 100.000

caled 1 2.416 39.231 39.231 2.198 36.632 36.632 1.932 32.195 32.195

2 1.078 17.501 56.732 1.018 16.971 53.603 1.284 21.408 53.603

3 .907 14.725 71.457

4 .823 13.358 84.814

5 .475 7.712 92.527

6 .460 7.473 100.000

raction Method: Principal Component Analysis.

When analyzing a covariance matrix, the initial eigen values are the same across the raw and rescaled

tion.


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Interpretation of outputThe output of factor analysis isobtained by requesting principalcomponent analysis andspecifying the rotation. Thereare two stages in factor analysis. Stage one being thefactor extraction process,wherein the objective is toIdentify how many factor are to

be executed from the data. The

Rotated Component Matrix a

Raw Rescaled

Component Component

1 2 1 2

Brand name .157 .859 .152 .830

Quality .485 .231 .553 .264

Price -.032 .351 -.034 .371

Easy availability .980 .080 .867 .070

Good signal .947 .007 .876 .006

Picture quality .284 .613 .287 .619

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.


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most popular method for this is called principal component analysis. There is alsoa rule-of-thumb based on the computation of an Eigen value, to determine howmany factors to extract. The higher the Eigen value of a factor, the higher is theamount of variance explained by the factor.

As evidence from table 1 (looking at cumulative percentage column), wefind that the two factors extracted together accounts for 56.732 % of total variance(information contained in the original 6 variables). Hence we have reduced thenumber of variables from 6 to 2 underline factors.Looking at table 2 we see that the variables, easy availability and good signal haveloadings of 0.980 and 0.947.This suggest that the factor 1 is combination of 2variables. Therefore this factor can be interpreted as customer oriented.

Now for factor 2 in table 2 we see that only brand name as value more than 0.7 i.e.

0.859 so it will cover all the factors and will be considered individually.

Symmetric MeasuresValue Asymp.

Std.

Errora

Approx

. Tb

Approx.

Sig.Interval byInterval

Pearson's R -.006 .115 -.060 .952 c

Ordinal byOrdinal

SpearmanCorrelation

.123 .101 1.219 .226 c

N of Valid Cases 98a. Not assuming the nullhypothesis.b. Using the asymptotic standard error assuming the nullhypothesis.c. Based on normalapproximation.

HYPOTHESIS

Chi-Square TestsAGE

Value Df

Asymp.Sig. (2-sided)

Pearson Chi-Square

4.239E2 a 420 .437

Likelihood Ratio 220.612 420 1.000

Linear-by-LinearAssociation .004 1 .952

N of Valid Cases 98a. 462 cells (100.0%) have expectedcount less than 5. The minimumexpected count is .01.


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Null hypothesis (ho) consumer perception towards DTH serviceis independent of age.Alternate hypothesis (h1) consumer perception towards DTHservice is dependent of age.

INTERPRETATION OF OUTPUT

The Chi-square test revealed the significant association betweenage of the respondents and their customer perception . Fromthe Chi-square test output table we see that a significance level of 0.437(Persons) has been achieved. This means the Chi-squaretest is showing a not significant association between the abovetwo variables at 56.30% confidence level (100-43.70).

Thus we conclude that at 56% confidence level, age of the

respondents and their perception are not associated significantlywith each other, whereas this is not significant at the 95%confidence level. From the obtained contingency coefficient (C) of -0.006, it can be inferred that the association between thedependent and independent variable is significant, as the value-0.006 is closer to 0.

There is very low degree of correlation between age andcustomer perception. This leads us to conclude that age is not avital role in the customer perception.

Gender


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Chi-Square Tests

Value Df


Pearson Chi-Square

22.497 a 20 .314

Likelihood Ratio 26.650 20 .145

Linear-by-LinearAssociation 1.460 1 .227

N of Valid Cases 98a. 38 cells (90.5%) have expected count

less than 5. The minimum expectedcount is .32.

Symmetric Measures

Value

Asymp.Std.

Error aApprox

. T bApprox.


Pearson's R .123 .101 1.211 .229 c

Ordinal byOrdinal

SpearmanCorrelation .069 .101 .676 .501

c

N of Valid Cases 98a. Not assuming the nullhypothesis.b. Using the asymptotic standard error assuming the nullhypothesis.c. Based on normalapproximation.


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HYPOTHESISNull hypothesis (ho) consumer perception towards DTH serviceis independent of gender.

Alternate hypothesis (h1) consumer perception towards DTHservice is dependent of gender.


The Chi-square test revealed the significant association betweengender of the respondents and their customer perception .

From the Chi-square test output table we see that a significancelevel of 0.314(Persons) has been achieved. This means the Chi-square test is showing a not significant association between theabove two variables at 68.6% confidence level (100-31.40).

Thus we conclude that at 69% confidence level, gender of therespondents and their perception are not associated significantlywith each other, whereas this is not significant at the 95%confidence level. From the obtained contingency coefficient (C) of 0.123, it can be inferred that the association between thedependent and independent variable is significant, as the value0.123 is closer to 0.

There is very low degree of correlation between gender andcustomer satisfaction. This leads us to conclude that gender is nota vital role in the customer perception.

Income


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Chi-Square Tests

Value df


Pearson Chi-Square

51.096 a 40 .112

Likelihood Ratio 59.341 40 .025

Linear-by-LinearAssociation 1.648 1 .199

N of Valid Cases 98a. 63 cells (100.0%) have expected

count less than 5. The minimumexpected count is .26.

Symmetric Measures

Value

Asymp.Std.

Error aApprox

. T bApprox.


Pearson's R.130 .092 1.288 .201

c

Ordinal byOrdinal

SpearmanCorrelation .087 .102 .851 .397

c

N of Valid Cases 98a. Not assuming the nullhypothesis.b. Using the asymptotic standard error assuming the nullhypothesis.

c. Based on normalapproximation.

HYPOTHESISNull hypothesis (ho) consumer perception towards DTH serviceis independent of income.


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Alternate hypothesis (h1) consumer perception towards DTHservice is dependent of income.


The Chi-square test revealed the significant association betweenincome of the respondents and their customer perception .

From the Chi-square test output table we see that a significancelevel of 0.112(Persons) has been achieved. This means the Chi-square test is showing a not significant association between theabove two variables at 88.8% confidence level (100-11.20).

Thus we conclude that at 89% confidence level, income of therespondents and their perception are not associated significantlywith each other, whereas this is not significant at the 95%confidence level. From the obtained contingency coefficient (C) of

0.130, it can be inferred that the association between thedependent and independent variable is significant, as the value0.123 is closer to 0.

There is very low degree of correlation between gender andcustomer satisfaction. This leads us to conclude that income isnot a vital role in the customer perception.

CONSUMER PERCPTION TOWARDS INCOME GROUP


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ANOVA

Sum of Squares Df

MeanSquare F Sig.

BetweenGroups 36.898 2 18.449 .853 .429

WithinGroups 2053.520 95 21.616

Total 2090.418 97

HYPOTHESIS

NULL hypothesis (ho) All the income groups have sameperception towards DTH.Alternative hypothesis (h1) All the income groups havedifferent perception towards DTH.


On applying one way ANNOVA for checking the consumerperception for different income groups, we came up with theconclusion that the significant level is greater than F value i.e.0.429 > 0.05. Thus we will accept the null hypothesis i.e. Allincome groups have the same perception towards DTH.

NOTE

Confidence level is being taken as 95%.

CONSUMER PERCEPTION TOWARDS MARKET SHARE


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ANOVA

Sum of Squares Df

MeanSquare F Sig.

BetweenGroups 324.975 2 162.488 8.744 .000

WithinGroups 1765.443 95 18.584

Total 2090.418 97

HYPOTHESISNULL hypothesis (ho) All Dth service provider have equalmarket share .Alternative hypothesis (h1) All Dth service provider haveunequal marker share.


On applying one way ANNOVA for checking the consumerperception for different income groups, we came up with theconclusion that the significant level is less then F value i.e. 0.000< 0.05. Thus null hypothesis is being rejected and we concludethat all DTH SERVICE PROVIDER have unequal market share. Thusconsumer has different perception towards DTH service provider.

NOTEConfidence level is being taken as 95%.

FINDINGS


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After applying the factor analysis we found that thereare many 2 variables i.e. customer oriented and brandname which are considered by customer beforepurchasing the DTH service provider.

After applying chi-square test taking age and consumerperception we revealed that there is lower degree of co-relation between age and consumer perception thisleads to conclude that age is not a vital role in customerperception.

After applying chi-square test taking gender and

consumer perception we revealed that there is lowerdegree of co-relation between gender and consumerperception this leads to conclude that gender is not avital role in customer perception.

After applying chi-square test taking income andconsumer perception we revealed that there is lowerdegree of co-relation between income and consumerperception this leads to conclude that income is not avital role in customer perception.

After applying ANNOVA we conclude that differentincome groups have the same perception towards DTH.

After applying ANNOVA we conclude that all the DTHservice providers have different market share, andconsumer have different perception towards DTHservice provider.

IT has also found that Tata sky has maximum marketshare i.e. 59% and is most liked by the customers. Andalso is found that Dish T.V. is holding 2 nd position with25% share and Big T.V. is on 3 rd spot with 14%.


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91% consumer agreed that they are affected byadvertisement while purchasing DTH services.

79% consumers are satisfied with the price range of

their preferred DTH service provider.

91.9% consumers are satisfied with their current DTHservice providers.

Bibliography


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http://www.telenor.com/telektronikk/volumes/pdf/2

_3.2/page_140-156

http://cicr.blanquerna.url.edu/2005/Abstracts/Pions

/vol2/07

http://www.informaworld.com/smpp/content~conte

nt=a911295459&db=all

Anon.(2009)- The Icfai University Journal of

Services Marketing, Vol. 6 , No. 4, pp. 60-71,

http;// portal.acm.org/citation cfm id=1577281
http://www.telenor.com/telektronikk/volumes/pdf/2_3.2/page_140-156http://www.telenor.com/telektronikk/volumes/pdf/2_3.2/page_140-156http://cicr.blanquerna.url.edu/2005/Abstracts/Pions/vol2/07http://cicr.blanquerna.url.edu/2005/Abstracts/Pions/vol2/07http://www.informaworld.com/smpp/content~content=a911295459&db=allhttp://www.informaworld.com/smpp/content~content=a911295459&db=allhttp://www.telenor.com/telektronikk/volumes/pdf/2_3.2/page_140-156http://www.telenor.com/telektronikk/volumes/pdf/2_3.2/page_140-156http://cicr.blanquerna.url.edu/2005/Abstracts/Pions/vol2/07http://cicr.blanquerna.url.edu/2005/Abstracts/Pions/vol2/07http://www.informaworld.com/smpp/content~content=a911295459&db=allhttp://www.informaworld.com/smpp/content~content=a911295459&db=all


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ANNEXURES

QUESTIONNAIRE

Name of the respondent: ____________________________

Location: _________________________________________

Occupation: _______________________________________

Age: _______ Gender: Male Female

Income (Monthly)

(A) 15000

In the following questions either tick or use the given scale.

1. Are you a user of DTH service? Tick the correct one.

a) Yes b) No

If yes, Please continue and if No,Please specify why not_________________________________________________________

2. Which companys service are you using now?

a) Tata skyb) Big TV

c) Dish TV

d) Sun direct

3. According to you which one has got the better technology.


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a) Tata sky

b) Big TV

c) Dish TV

d) Sun direct4. How long have you been using this connection?

a) Less than 3 months

b) 3 6 months

c) 6 12 months

d) More than 1 year

5. What factors you consider while purchasing the DTH players?

a) Price

b) Schemes

c) Signal

d) Channels

e) Other

6. Which of the following sources helped you to find out the brand?

a) Television

b) Newspaper

c) Magazine

d) Radio

e) Other

7. How much are you satisfied with your current DTH service provider?

a) Highly satisfiedb) Satisfiedc) Neither satisfy nor unsatisfiedd) Dissatisfiede) Highly Dissatisfied


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8. How will you rate your current DTH players provider on the given five pointscale for each of the listed parameters?(1-V.Good; 2- Good; 3-Average; 4-Poor; 5-V.Poor)

a) Brand nameb) Price

c) Quality

d) Easy availability

e) Good signal

f) Picture Quality

9. Given a choice, with same price and same picture quality would you switchout from your current DTH players provider? If yes then specify to whichone.

a) Yes b) No

(Specify -------------)

10.Rank these DTH players providers according to your choice? (From 1-4).

a) Tata skyb) Big TV

c) Dish TV

d) Sun direct

11.Do you agree that DTHplayers has outperformed the cable networkproviders?

a) Strongly agreeb) Agree

c) Disagree

d) Strongly disagree


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12.Do you agree advertisement affects the purchase of DTH players?

a) Strongly agree

b) Agree

c) Disagree

d) Strongly disagree

13.Do you think celebrities involvement in the promotion of DTH playerseffects your buying?

a) Yes b) No

14.Will you shift from your current service provider to another one if it ishaving bad signal problem but with a less price?

a) Yes b) No

15.Are you satisfied with the price range of preferred DTH players provider?

a) Yes b) No


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BAR CHARTS

InterpretationAs shown in the bar graph Tata sky has the maxim market sharei.e. 59.0% and also shows that is preferred or chosen by themaximum consumers. Dish T.V. stands at 2 nd number with 25.0%share and Big T.V. at 3 rd number with 14.0% share.


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InterpretationAs shown in the bar graph 67.3% consumer agrees that the DTHservice has outperformed the cable network providers and 31.6%consumer strongly agree the same.


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Interpretation

As shown in the bar graph the consumer considers channels(34.5%) and signal (32.7%) as important factors while purchasingthe DTH services.


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InterpretationAs shown in the bar graph 91 %( 39%-strongly agrees and52%-agree) consumers are affected by the advertisementwhile purchasing DTH services.


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InterpretationAs shown in the graph 79% consumer are satisfied with theprice range of preferred DTH service provider and only 19%are not satisfied.


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InterpretationAs per graphs 91.9% consumers (27.6%-highly satisfied and64.3%-satisfied) with their current DTH service provider.

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