ANALYZING CURRENT TREND FOR CUSTOMER PREFERENCE TO A PARTICULAR DTH BRAND WITH EMPHASIS ON QUALITY AND SERVICES. Submitted By: Mukul Dabas BBA 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.

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O BJECTIVES AND S COPE  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. M ETHODOLOGY  Online Questionnaire Survey S AMPLING T ECHNIQUE  Convenience Sampling : The subjects are selected just because they are easiest to recruit for the study.  Sampling Unit : 57 A NALYSIS T OOLS  Microsoft Excel, Microsoft Word, IBM SPSS Statistics

D ATA A NALYSIS & I NTERPRETATION

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. D EMOGRAPHIC D ETAIL

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.

FrequencyPercent Below 1 1 – 3 Years 3 – 5 Years Over 5 Years Total

FrequencyPercent Valid Total Q4_2Q9 Dish TvMean7.68 N19 Std. Deviation.820 Tata SkyMean7.76 N21 Std. Deviation.944 Airtel TvMean8.08 N13 Std. Deviation.641 Videocon D2HMean8.75 N4 Std. Deviation.957 TotalMean7.88 N57 Std. Deviation.867 By Case Processing

FrequencyPercent Low Neutral High Very High Total

Q4_2 * Q13 Crosstabulation Q13 Total Monthl y Half yearlyYearly Q4_2Dish TvCount % within Q4_2 84.2%5.3%10.5%100.0% Tata SkyCount % within Q4_2 90.5%4.8% 100.0% Airtel TvCount % within Q4_2 84.6%7.7% 100.0% VideoconCount3104 % within Q4_2 75.0%25.0%.0%100.0% TotalCount % within Q4_2 86.0%7.0% 100.0%

Group Statistics Q1NMeanStd. DeviationStd. Error Mean Cost of ServiceMale Female Customer ServiceMale Female Subscription OffersMale Female Value added ServicesMale Female Variety of ChannelsMale Female Promotional strategiesMale Female T-Test Analysis

C ONCLUSIONS R ESULTS P REFERRED NAME IS D ISH T V D UE TO H ABIT C USTOMERS WILL NOT CHANGE SERVICE PROVIDERS N EED TO I NCREASE P ROMOTIONAL A CTIVITIES M ONTHLY INSTALLMENTS IS MOST LIKELY THE SUBSCRIPTION PERIOD C OST MAY BE HIGH YET PEOPLE PAY TO RECEIVE CERTAIN QUALITY OF PICTURE, SOUND AND ADDITIONAL FEATURES. B AD W EATHER IS A P ROBLEM FOR T HESE S ERVICE P ROVIDERS. T HERE ARISES A NEED FOR SERVICE PROVIDERS TO EDUCATE THEIR CUSTOMERS ON THE FEATURE AVAILABLE TO THEM.

L IMITATIONS S COPE FOR F URTHER S TUDY  C OLLECTION OF MORE DATA, INCREASING THE SAMPLE SIZE.  C OLLECTION OF DTH PROVIDERS IS LIMITED TO JUST 4 (D ISH T V, T ATA S KY, A IRTEL D IGITAL T V AND V IDEOCON D2H) INCLUSION OF OTHER BRANDS MAY BRING LIGHT NEW AND IMPROVED FINDINGS / RESULTS.  R ESPONDENTS 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  Q UESTIONS COULD HAVE BEEN FILLED BY A PERSONAL INTERVIEW TO DIMINISH THE INDIFFERENCE IN THE MINDS OF THE RESPONDENTS.  M ICRO L EVEL S TUDY  S AMPLE SIZE IS S MALL TO A GGREGATE THE MASS P OPULATION  T IME CONSTRAINT  N OT AWARE ABOUT THE HONESTLY OF THE RESPONDENT WHILE FILLING THE S URVEY