RESEARCH PROJECT ON

To

Study the Post Purchase Dissonance of Customer towards

DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)
SUBMITTED IN PARTIAL FULFILLMENT OF DEGREE OF MASTERS OF BUSINESS ADMINISTRATION SESSION (2009-2011) PAPER CODE-(CP-402) SUBMITTED TO: SHILPA CHOPRA ASSISTANT PROFESSOR SUBMITTED BY: BIRENDER MBA 4th SEM

SUBMITTED TO
ICL INSTITUTE OF ENGINEERING AND TECHNOLOGY SOUNTLI (KURUKSHETRA UNIVERSITY, KURUKSHETRA)

ACKNOWLEDGEMENT

Gratitude is the hardest of emotions to express and one often does not find adequate words to
convey what one feels and trying to express it The present project file is an amalgamated of various thoughts and experiences .The successful completion of this project report would have not been possible without the help and guidance of number of people and specially to my project guide .I take this opportunity to thank all those who have directly and indirectly inspired, directed and helped me towards successful completion of this project report. I am also immensely indebted to my project guide, Ms. SHILPA CHOPRA Assistant Professor for his illumining observation, encouraging suggestions and constructive criticisms, which have helped me in completing this research project successfully. There are several other people who also deserve much more than a mere acknowledgement at their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and cooperation intended to me by them.

BIRENDER

PREFACE
Research Project is the bridge for a student that takes him from his theoretical knowledge world to practical industry world. The main purpose of it is to expose for industrial and business environment, which cannot be possible in the classroom. The advantages of this sort of integration, which promotes guided to corporate culture, functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical. 2) To install the feeling of belongingness and acceptance. 3) To help the student to develop the better understanding of the concept and questions already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the.

To Study the Post Purchase

Dissonance of Customer towards DTH Service ( Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct) The research is definitely going to play an important
role in developing an aptitude for hard self-confidence.

DECLARATION

I hereby declare that, the project entitled

To Study the Post

Purchase

Dissonance of Customer towards DTH Service ( Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)assigned to me for the partial fulfilment of
MBA degree from Kurukshetra University, Kurukshetra. The work is originally completed by me and the information provided in the study is authentic to the best of my knowledge. This study has not been submitted to any other institution or university for the award of any other degree.

BIRENDER MBA 4th SEM

CERTIFICATE

This is to certify that BIRENDER has completed the project entitled

To Study the Post

Purchase Dissonance of Customer towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct) under my supervision. To the
best of my knowledge, the report consists of result of the empirical study conducted by the student. In my opinion, the work is of requisite standard expected of an MBA student. Therefore, I recommend the same to be sent for evaluation.

SHILPA CHOPRA Assistant Professor

Table of Contents

Chapter TITLE No. 1 INTRODUCTION:INTRODUCTION OF COMPANIES:( Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct) 2 REVIEW OF LITERATURE.

OBJECTIVES OF STUDY

RESEARCH METHODOLOGY.

SWOT ANALYSIS

6 7 8

DATA ANALYSIS AND INTERPRETATION. FINDINGS AND RECOMMENDATIONS. LIMITATIONS OF THE STUDY.
.

CONCLUSION
BIBLIOGRAPHY ANNEXURE

chapter.1

INTRODUCTION

What is DTH ?
DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. Only cable operators can receive satellite programmes and they then distribute them to individual homes.

How does DTH work ?

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers. A DTH service provider has to lease Ku-band transponders from the satellite. The encoder converts the audio, video and data signals into the digital format and the multiplexer mixes these signals. At the user end, there will be a small dish antenna and set-top boxes to decode and view numerous channels. On the user's end, receiving dishes can be as small as 45 cm in diameter. DTH is an encrypted transmission that travels to the consumer directly through a satellite. DTH transmission is received directly by the consumer at his end through the small dish antenna. A set-top box, unlike the regular cable connection, decodes the encrypted transmission.

How does DTH really differ from cable TV ? The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV
channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish. Also, with DTH, a user can scan nearly 700 channels!

Is DTH superior to cable TV ?

Yes. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and email. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it.

What is the history of DTH in India ?

DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no limit on the number of companies that can apply for the DTH license.

Too many DTH players ?

There are roughly around 70-80 Lakh DTH subscribers in India as of now, bear in mind this is just my own estimate though. Now this the foray of new features, new providers, new untapped markets being opened up as well as new standards being set in the industry. DTH is here to stay. The thing with the Indian market is, that there is just too much of a market in here. Lots of room for more players as well, I can even go so far as to say that even if 10 more players get

themselves in at this point, they would have enough market to carry on nicely. Even now, Dish TV, Tata Sky, Big TV, Airtel Digital TV, Sun DTH etc. are operating quite well. market will most likely go up over 3 Crore subscribers by 2012.

INTRODUCTION TO COMPANIES

Dish TV [Zee Group Company] Has a customer base of 4.4mn is the largest and oldest operator in the DTH business in India Anticipating a huge rise in demand for direct-to-home (DTH) service in the future, Dish TV is planning to spend Rs 100-125 crore this year for marketing and promoting its brand in a move to woo more customers. The DTH industry is currently dominated by Dish TV, having a subscriber base of 3.5 million, followed by Tata Sky and Sun TV. Major players like Bharti, Reliance and Videocon are also planning their entry in to this sector soon. The rise in future demand is due to the availability of 2,000 channels in the digital domain compared to 60 channels in the analogue cable TV. The company has roped in celebrity star Shah Rukh Khan as its brand ambassador.

With dishtv you can unleash the true potential of your high-end television set and complete your TV viewing experience with true DVD quality. If you are a connoisseur of good sound then make sure you experience true stereophonic sound effects, which only dishtv can bring to your home.

Innovative Features of Dish TVtakes television viewing to the next level as it supports various futuristic features like

dishtv

Electronic Programme Guide, Parental Lock, Capacity up to 400 channels, Games, Interactive TV, Movie on Demand etc. dishtv also brings you exclusive National and International channels for the first time in India! You can enjoy all of these never-seen -before channels in uninterrupted viewing without any transmission cuts. Brought to you by a Zee Network Enterprise, dishtv has changed the face of the Indian television home, bringing it at par with the global entertainment industry.

MOVIE ON DEMAND
Now you get to make your own movie show timings. Watch the latest blockbusters anytime of the day that you choose. Go on, stars are now on demand, bring them home when you want!

GAMING

INTRODUCING BANKING INFO ON TELEVISION

Account Loans/EMI Chart Credit Card Customer Care SPORTS ACTIVE With dish TVs 24x7 gaming portal, Games Active, don't just watch TV. Start playing on it. Any time of the
day or night.

NEWS ACTIVE dish TVs Active feature on Zee News gives you an option of choosing from 7 different genres apart from the live news, Top stories, Weather, Sports, Crime, Special, Entertainment, Biz live. Depending upon what you want to see, you can select the genre and scroll in to it at the press of a button. EPG Electronic Programming Guide is an easy and friendly display of the programme schedules of all channels. Not only is it loaded with amazing features, it also ensures that you never miss your favourite programmes. Or have to open the paper to check the programme schedule. You can also create lists of your favourite channels for quick access. All this and more at the press of a single button.

Inception and Heritage

Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky endeavours to offer Indian viewers a world-class television viewing experience through its satellite television service. TATA Brand The TATA Group is one of India's largest and most respected business conglomerates. It comprises 93 operating companies in four business sectors: information systems and communications, engineering, materials, services, energy, consumer products and chemicals. The TATA Group has operations in more than 40 countries across six continents and its companies export products and services to 140 nations. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in a measure few business houses anywhere in the world can match.

SKY Brand
The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of more than 20 years experience of satellite broadcasting. SKY is well known for the innovative products and services launched by BSkyB, such as DTH broadcasting in 1989, digital satellite broadcasting in 1998, interactive television services in 1999 and the SKY+ personal video recorder in 2001. Tata Sky joins an international group of DTH businesses that includes platforms as far apart as the UK and Italy in Europe, and Mexico and Brazil in Latin America.

Value Added Features of TATA Sky36,38

Active Mall: Save time and money, shop on your TV! Active Wiz kids: Make your child a genius Active Stories: Enjoy your favourite story books on television

Active Learning: Take daily quizzes covering Math, GK and Science on your television Active Topper: Revise your Maths and Science syllabus on TV Active Games: Interactive games for all ages Active Darshan : Get 24x7 darshan of the following temples: Shirdi Sai Baba, Mumbais

SiddhiVinayak, ISKCON and Kashi Vishwanath Active Sports: Turn your home into a mini stadium Active Matrimony: No more visits to marriage bureaus or scanning through classifieds. Active Cooking: Get your favourite recipes when you want Active Astrology: Get daily astrology predictions, at the press of a button Active STAR News: Go directly to your favourite news section Showcase: Your private multiplex at home

While watching TV, press pause on your Tata Sky+ remote to Pause Live TV. To resume, press the play button.

Choose a programme in the Guide or search & scan banner to record, then press the record button on your Tata Sky+ remote. With Tata Sky+ you can: watch one live channel and record another live channel record two live channels and watch a previously recorded programme record two live channels and watch one of the channels being recorded set a series link for automatic recording

While watching TV, press rewind on your Tata Sky+ remote to Rewind Live TV. When you reach the point till which you want to rewind, press play to resume playback.

Big TV DTH service of Reliance Communications is set for commercial launch in June and will provide 250 TV channels and 16 on demand movies at an attractive price. Reliance Communications already appointed channel partners and distributors for its DTH service. Big TV is now on testing stage in Mumbai and is providing 160 TV channels and 10 FM channels on advanced MPEG-4 technology. MPEG-4 is a much advanced transmission compression technology through which TV channels will be available with better sound and picture quality.

BIGTVsubscribertarget:
Big TV wants to get 50% of new DTH customers and is investing Rs 1,000 crore in the initial phase. Big TV is targeting 5 million subscribers within 3-4 years of its official launch. At present, Big TV has 35,000 subscribers in Mumbai. Reliance Communications is also targeting its 1.6 million PCO owners with attractive packages. Reliance is excited to present the next landmark of TV entertainment in India. With Big TV Digital Service, you can experience spectacular entertainment, blockbuster movies, up-to-theminute news, and your favourite programs at the click of a button. Transform your home with Big TV Digital Service, powered by MPEG 4 technology for the first time in India. Big TV has fantastic features like pure digital viewing experience, more channel choice, many exclusive movie channels, easy programming guide, interactive services, parental control, 24x7 Customer Service and lots more Ensure a never before viewing experience with unlimited hours of fun and entertainment for your entire family.

Airtel forays into this ever-increasing DTH Satellite TV service market, bringing Airtel digital TV for its lovers. India's largest mobile services provider Bharti Airtel has launched its much awaited direct-tohome or DTH satellite television service, Thursday, promising to redefine home entertainment experience.

"The penetration of the (DTH) market is just about 3 percent," Kohli said. "We have just seven million DTH customers in the country. This is a right time for Airtel to enter." According to industry estimates, India has over 120 million households which have televisions, out of which about 75 million are using the conventional digital pay cable television systems Airtel digital TV uses the MPEG4 standard with DVB S2 technology to provide exceptional picture clarity and high quality audio. This high definition-ready technology also enables delivery of more complex interactive content. Also, Airtel digital TV uses 20 per cent larger dish antenna for better performance during rain. Airtel digital TV includes universal remote for both set top box and TV; highest set top box memory; content such as World space Radio; interactive applications such as iMatinee (Book cinema tickets), iTravel (Browse and book travel packages), iShop (Shop on TV for your favourite brands), iCity (Get your city's information), and Widgets for updated stock news; 8 screen iNews, 2/4 screen iSports; games refreshed every 6 weeks; audio gain control; \search option; on screen account meter; last viewed channel in case of power disruption/switch off; and low battery indicator on the screen .Direct to Home (DTH) service comes to you from Bharti Telemedia Limited, a subsidiary of Bharti Airtel Limited. Bharti Airtel Limited is the flagship company of Bharti Enterprises and is Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. As India's leading telecommunications company, the Airtel brand has played the role of a major catalyst in India's reforms, contributing to its economic resurgence. 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. Direct to Home (DTH) enables viewers to receive broadcast signals into their home via a satellitedish. With DVD quality picture and sound, your TV viewing experience will change forever with Airtel digital TV. Now witness the magic of television with best and widest variety of channels and programmes ranging from Sports, Music and General entertainment to best on-demand

content on Airtel Live. What's more, you can choose from the best movies of Bollywood and the world, listen to radio, play games, along with a host of other interactive features and change the way you watch television.

Sun Direct32 is a 80:20 joint venture between the Maran family and Malysia-based ASTRO

GROUP
After starting its operation in North India, Sun Direct Pvt Ltd has decided to launch its Direct to Home (DTH) service through out the country by November, 2008. The DTH service of Sun Direct Pvt Ltd is now available in Punjab, Haryana, Rajasthan, Himachal Pradesh and Gujarat. Before its launch in North India, Sun DTH was a South-based service. According to chief operating officer of Sun Direct, Tony D'silva, the company is expecting to expand its current DTH subscriber base of 1.7 million to 3 million by the end of March 2009. The Sun Group company is targeting three million subscribers by the end of this fiscal. "Almost 99 per cent of our subscriber base is from the South. In September, we launched our service in Gujarat, Rajasthan, Himachal Pradesh, Punjab and Haryana," says Sun Direct chief operating officer Tony D'Silva. Talking about the plan of nation wide launch of Sun DTH service, Tony D'silva said that the company had planned this much earlier but due to its massive demand in South India it could not execute its plan. Currently, Sun DTH service is available at Rs 1999 for 10 months of subscription. The DTH service claimed to offer about 130 channels for basic package. The addon packages will be charged at Rs 10 to Rs 115 per month.

Dish TV - Tata Sky - Big TV- Bharti Telemedia26 The following chart shows comparison of the top 4 Direct to Home [DTH] service Providers in India on various parameters.

Technology: The MPEG-4 compression technology used by Sun Astro and RCOM and to be
used by Bharti is more advanced than the MPEG-2 compression technology currently being used by incumbent players Dish TV India and Tata Sky. RCOM and Bharti would also benefit from the synergies with existing technology and billing platforms and service support systems in their telecom business.

Distribution network: Dish TV has a decent but fast-growing distribution network. For the
quarter ending 30 June 2008, Dish had 38,000 dealers covering 4,500 towns. Bharti and RCom will leverage on existing wireless distribution network.

Content advantage/experience: Dish TV scores above the competition on this metric. We

expect Dish TV to benefit from its parent company Zee's long and strong pedigree in content generation.

Brand strength: We note that Tata Sky has built a strong brand image due to its heavy
promotional activity in the past year. Bharti and RCOM are established pan-India wireless players and their execution track records imply impressive DTH service roll-outs,in our view. PRE PURCHASE EVALUATION:The manner in which choice alternatives are evaluated is the focus of our study. The likelihood of a product being purchased depends on whether it is evaluated favourably. Pre purchase evaluation is process in Decision making which tells the customer which products and brands they buy, consumer rely on rely on their evaluations of the alternatives available for choice. Disliked alternatives are quickly rejected, if not ignored completely. Liked alternatives may be considered and compared, with the one receiving the most positive evaluation being chosen.

Forming the consideration set

Evaluating Evaluating alternatives alternatives

Rely Rely onon pre pre existing existing evaluation evaluation

Construct Construct evaluation evaluation

Categorical process

Piecemeal process

ALTERNATIVE EVALUATION AND SELECTION PROCESS13

Evaluative criteria Importance Of criteria Alternatives considered Evaluation Of alternatives on each criterion Decision rules applied Alternative Selected

The buyers decision making process includes the following5 :1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase behaviour

1. Problem recognition: - First and the foremost step is to identify the problem i.e. what actually one wants with regard to the product. 2. Information Search: - Second step is to search the relevant information regarding the Product which one wants. 3. Evaluation of alternatives: - Third step is to evaluate the collected information i.e. analyze the information. 4. Purchase decision: - In fourth step the product is actually purchased. 5. Post purchase behaviour: - In fifth step the consumer actually reacts against the quality, quantity etc received after the purchasing the product i.e. in this stage he reacts on the basis of his getting satisfied after the purchase of the product. The buyers decisions include the following: Product choice Brand choice Dealer choice Purchase timing Purchase amount.

Basic model of consumer decision making also referred to as EKB model (Engel, Kollat & Blackwell, 1969)20

Stage

Brief description

Problem recognition

The consumer perceives a need and becomes motivated to solve a problem.

Motivation

Information search

The consumer searches for information required to make a purchase decision

Perception

Information evaluation

The consumer compares various brands and products

Attitude formation

Decision

The consumer decides which brand to purchase

Integration

Post-purchase evaluation

The consumer evaluates their purchase decision

Learning

Conviction that the choice leads to certain desired functional outcomes

Evaluation of the outcomes

Attitude toward the behavior

Conviction that the choice leads to certain desired emotive outcomes

Intention

Preference Behavior

Conviction that the choice is considered correct by others Subjective comparison norm Motivation to comply with the opinion of others

Figure One Basic Structural Model of Customer Preference Formation Consumer Behavior by Leon Schiff man and Leslie Kanuk5

With-In Segment Deployment of Customer Preference21, 22

Customer preference analysis is really a call to action.

By understanding the preference

formation components and the preference expectation evaluations by group or segment of customers, companies can design response strategies that are truly responsive to vital customer expectations and that differentiate in the marketplace.

Figure Two Delivering Performance at the Intersection of Preference and Expectation

Within the framework customer satisfaction can begin to play a very important role as a measure of a companys ability to deliver and execute against preference evaluation elements of a given customer segment. These expectations can now be differentiated into expectants - basic, cost-ofentry preference expectations, satisfiers - preference expectations that help to constrain abandonment or churn and attractors - preference enhancements (often focused on the emotive components) that attract new customers.

Exceed

Delighted

Attractors Growth Opportunity

Customer Expectations

Satisfiers
Met

Customer Expectations Satisfied

Problem Area Expectants

Enterprise Policy Frustrated

Not Met

Product/Service Fails Annoyed/Angry Consequential Dissatisfaction Plan for Satisfaction Plan to Exceed Expectations

Figure Three Customer Expectation across the Lifetime of a Single Product/Service Experience28

Custom er Response

ATTITUDE FORMATION4
An attitude is a hypothetical construct that represents an individual's degree of like or dislike for an item. Attitudes are generally positive or negative views of a person, place, thing, or event-this is often referred to as the attitude object. People can also be conflicted or ambivalent toward an object, meaning that they simultaneously possess both positive and negative attitudes toward the item in question.

Attitude Formation
In Social Psychology attitudes are defined as positive or negative evaluations of objects of thought. Attitudes typically have three components. The cognitive component is made up of the thoughts and beliefs people hold about the object of the attitude. The affective component consists of the emotional feelings stimulated by the object of the attitude. The behavioural component consists of predispositions to act in certain ways toward an attitude object. The object of an attitude can be anything people have opinions about. Therefore, individual people, groups of people, institutions, products, social trends, consumer products, etc. all can be attitudinal objects. FEATURES OF ATTITUDE Attitudes involve social judgments. They are either for, or against, pro, or con, positive, or negative; however, it is possible to be ambivalent about the attitudinal object and have a mix of positive and negative feelings and thoughts about it. Attitudes involve a readiness (or predisposition) to respond; however, for a variety of reasons we dont always act on our attitudes. Attitudes vary along dimensions of strength and accessibility. Strong attitudes are very important to the individual and tend to be durable and have a powerful impact on

behavior, whereas weak attitudes are not very important and have little impact. Accessible attitudes come to mind quickly, whereas other attitudes may rarely be noticed. Attitudes tend to be stable over time, but a number of factors can cause attitudes to change. Stereotypes are widely held beliefs that people have certain characteristics because of their membership in a particular group. A prejudice is an arbitrary belief, or feeling, directed toward a group of people or its individual members. Prejudices can be either positive or negative; however, the term is usually used to refer to a negative attitude held toward members of a group. Prejudice may lead to discrimination, which involves behaving differently, usually unfairly, toward the members of a group.

chapter.2
LITERATURE REVIEW

LITERATURE REVIEW

Books:

Cooper R.Donald; Schindler S.Pamela, Marketing Research- concepts & cases 1:The various steps involved in research methodology are recognition of problem ,literature review, sampling design ,research design, data collection, analysis and then hypothesis testing and statistical tools and then research report.

Kothari C.R.,

Research Methodology -Methods and Techniques2 The various

methods of data collection are Interview method, observation method, survey method and source of collecting secondary data are websites, Company Magazines etc and the method adopted by the researcher is interview method and company websites. Jain, T.R., and Aggarwal, Dr. S.C. 3:- Statistics for M.B.A:- various statistical tools to be used in the research in order to justify the study and hypothesis testing to be used and what are the various parametric and non parametric tests and test used by researcher is a non parametric test CHI SQUARE test. Loudon,David L.&Bitta,Albert J. Della - consumer decision making process is viewed as starting when the Consumer engages in Problem Recognition which is when the consumer is activated by awareness of a sufficient difference between actual state of affairs and concept of ideal situations and then information search, information processing activities and purchase and post purchase behaviour which results in post purchase dissonance. Fishbeins Attitude Model is also taken from this book which helped in attitude measurement. Schiffman. G. Leon and Kanuk Lazare Leslie, Consumer Behaviour Study of the customer behaviour is the study of how individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption related items. It includes the study what they buy, whey they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. Anderson Hair, Black Tatham; Multivariate Data Analysis:- Different sources of data collection and the various methods to be used in collecting these data. The two sources of data collection are Primary and secondary sources and the methods of collecting this data are questionnaires, observation methods etc and the study about Multi dimensional scaling, Multi correspondence analysis and principal component analysis and multiple regression analysis and their interpretation.

Nair, Suja R., Consumer Behaviour in Indian Perspectives : Introduction to consumer, customer and how the consumer behaves while making a purchase decision and defining consumer behaviour. Customer refers to someone who regularly purchases from a particular store and consumer refers to anyone engaging in acquiring, using or disposing of goods and services and ultimate consumer is one who purchase for the purpose of individual or household consumption.

Sharma D.D, Marketing Research:- The various research designs are descriptive, exploratory and Experimental research design. The research design being used by researcher in the study is descriptive and exploratory and descriptive.

Kotler Philip; Armstrong Gary, Principles of Marketing:- By studying this book, I came to know about the introduction of consumer behaviour and how it helps the marketer in understanding the target and potential customers and with the help of it how it helps the marketer in segmenting the market with reference to marketing mix of the company.

Boyd W. Harper; Westfall-Ralph, Stash F. Stanley, Marketing Research (Text & Cases):- The various research design are descriptive, exploratory and Experimental research design . the research design being used by researcher in the study are descriptive and exploratory and descriptive.

Czinkota Kotabe, Marketing management, Second Edition, Thomson- south Western, Pp-156 Kotler Philip & Keller Kevin lane, Marketing management Dell I Hawkins13, Consumer Behaviour This book helped me find out the decision model while purchasing a product. Sekaran, Uma, The Research Process14,Wiley Publications, 4th edition. The book provides the knowledge of research process, research design, intervening and moderating variables

Kotler Philip, Marketing Management:- The factors affecting the buyers decision are personal influence, motivation , learning, attitude ,perception , social class ,culture etc.

Kardes, Frank R., Consumer Behavior and Managerial Decision Making

Beri G.C, Business Research Methodology- Introduction of research methodology and Research methodology is a way to systematically solve the problem. It is understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying the research problem along with the logic behind them.

Mamoria C.B. and Mamoria Satish - Consumer behaviour is the process where by individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of making market decision on products and services.

Gupta.C .B and Dr. Nair. N. Rajan, Marketing Management:- By studying this book, researcher came to know about consumer perception The power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction, greater capability or improved performance.

Engel & Blackwell, Consumer Behaviour:-By studying this book, the researcher came to know about the basic model of consumer decision making EKB that is based on problem recognition, problem statement, information search, information evaluation , decision and post purchase behaviour and how marketing strategy. it helps the marketer in designing

Websites: http://www.icrsurvey.com/docs/customer%20preference%20formation_1205.doc application of theory of reasoned action model and preference behaviour and particular brand. http://www.consumerpsychologst.com/ about consumer behaviour :psychology to marketing and buyers decision making process. how customer expectation and customer response influence customer preference for a

 http:// www.indiabroadband.net The website provides basic information about the DTH technology. http://www.hifivision.com/special/sperep This website also provides information about the DTH technology in India. http://www.expressindia.com The website provides information regarding the advent of DTH technology and various players in India. http://www.blogspot.com The website provides comparative information about the DTH services in India. http:// www.dishtv.in The website provides information about the DTH brand Dish TV. http:// www.tatasky.com provide information about TATA Sky DTH brand. http://www.tataskyplus.com provide information about TATA Sky DTH brand. http://www.bigtvdth.in The website provides information about Reliance Big TV DTH services. http://www.airtel.in/digitaltv

chapter.3
OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

Primary Objectives: To know about the major DTH service providers in India. To know about the various service features of the major players in the DTH industry. To compare the various service providers on the basis of the following attributes: 1).Price of the set top box. 2).Number of channels provided 3).Monthly rental 4).Brand image 5).Add on features To know the customer preference for various types of channels such as: 1).Movie channels 2).Sports channels 3).Music channels 4).News channels 5).Any other

Secondary Objectives: To know about the major DTH service providers in India To know which service provider has the maximum market share. To know which service provider provides the maximum value added and other exciting features. To know about the flexibility of the recharge options of various service providers.

chapter.4
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
In planning and designing a specific research project, it is necessary to anticipates all the steps that must be undertaken if the project is to be successful in collecting valid and reliable information. For successful completion of any project, there should be some steps which are necessary to taken out. The step by step process is called research process. 1) FORMULATING THE RESEARCH PROBLEM: Formulating the research problem means defining the research objectives in the specific way. The objective of the research should be clear and specific. It includes the who, when, where, what. 2) RESEARCH DESIGN: Research design tells us about which tools and techniques are used to find the result in a better way. For this project on the supply chain management in pharma industry we are going for the descriptive research and exploratory research which is mainly based on the primary data. Exploratory research: In this research type we explore the ideas. It could conduct a study of secondary source if information is not available, get expert opinions or resort to case study analysis.

Descriptive research: It is used to describe marketing phenomena while trying to determine the association among variable. Mainly in this research we used primary data. The research objectives in this type of research are generally describing the characteristics of a consumer segment.

3) SOURCES Of DATA:In this project we use both primary as well as secondary data but mainly research is based on the primary data. 4) SELECTION OF METHOD:In this we use convenience sampling method and stratified random sampling method. 5) DESIGNING THE DATA COLLECTION FORM: Observational method Survey method.

For this project we are going for survey method (questionnaire method). In this we will fill up questionnaire forms from various pharma industry people which give the results for the project. Questions are going to be open ended and close ended as per the requirement of the information. Questions formed by me will be easily understandable and clear to every one about their meaning. 6) DETERMINATION OF SAMPLE SIZE:Sample size for the research project will be 100 respondents. 7) ORGANIZING AND CARRYING OUT THE FIELD WORK:After all surveys and observations have been made, the completed data-collection forms must be processed in a way that will yield the information the project was designed to obtain. Firstly, see that all collected data are consistent and logical. Then data must be prepared for tabulations this means the data must be assigned to the categories and then cooled so that data can be put into the computer. So that we can analyze the data easily. 8) REPORTING THE FINDINGS:After tabulating and analyzing that we must prepare a report on the findings. Report should be clear which show the whole results in the research project. Findings are clear to its objective and result should be clearly mentioned.

chapter.5 SWOT ANALYSIS

SWOT ANALYSIS
STRENGTH
Dishtv was the first entrant in the DTH category and has thus become synonymous with the satellite TV broadcasting business in India. Leveraging its lineage with the Zee group, dishtv has built acommendable brand and relevant product that answers the consumer needsfor quality entertainment. Some of the inherent strengthsstem from a strong presence all across the geography of India, consumer friendly and pocket friendly multi-tiered and customizable regional packages, abundant transponder capacity to support its widest content basket, a very strong and diversified content offering addressing consumers with diverse needs of genres and languages, an extremely cost conscious structure and a superior technology for the entire gamut of services. The technological edge and differentiation with respect to other brands stands exemplified through its unique offerings of mobile dish with presence in aircrafts (Kingfisher), navywar ships, mobile vans and selected railway saloons. WEAKNESS The subscriber acquisition cost is still very high. However, compared to the current industry benchmarks, it stands at the lowest by far. The cost towards acquiring consumers is under constant scrutiny in an endeavor to bring it down. In a market trend of consumers down sliding on the packaging tiers, due to more value being packaged at the lowest packs, dish tv has exhibited a growth in ARPU. However, ARPU continues to be an area of concern with the constant endeavor to monitor, upgrade and enhance the revenues. OPPORTUNITIES Indias 127 million television owning households, which define the potential depth for the DTH category, will act as a low hanging fruit for adoption. The further roll out of CAS by the new Government, into more towns will impact the growth rate of the DTH category and trigger consumers to make a decision between digital cable and DTH, thereby aiding faster expansion of the digital entertainment world. Enrichment of Value Added Services (VAS) basket with gaming and a host of active services, some going pay, will continue to be opportunity areas for revenue enhancement. An eventful sporting calendar with the ensuing

Commonwealth games and a series of Cricketing tournaments will act as a catalyst for this category too. The recent stabilization and a revived hope for bouncing back of the economy as early as the second half of this year will facilitate faster adoption of the category. Emergence and growth of traffic at the organized retail chains like Big bazaar, Next, The mobile store, Reliance digital etc. will also add more visibility leading to better acceptance of the product. THREATS DTH is currently a six player market. Price cuts and reduced margins, spurred by severe competition, can pose a threat to revenue enhancement. Improved quality of services by digital cable and IPTV players are potential threats. Churn management and retentioncost scan negatively impact bottom-lines unless constant attention and Strategy is deployed to manage and control the subscribers base

chapter.6
DATA ANALYSIS & INTERPERTATION

ANALYSIS AND INTERPRETATION

The data collected in the aforesaid manner have been tabulated in condensed from to draw the meaningful results. The different techniques are adopted to analyze the data. All the data and material is arranged through internal resources and the last part of the project consists of the conclusions drawn from the report,

Q1. Which DTH service provider do you know about?

Respondents' awareness level of the DTH services in %age terms

Dish TV TATA sky Big TV Digital TV

30 25 20 18

Sun DTH

Dish TV TATA sky Big TV Digital TV Sun DTH

Interpretation: People have maximum awareness about three DTH brands which are Dish TV, TATA Sky and Reliance Big TV. Airtel Digital TV and Sun Direct are newly launched in Yamuna Nagar thats why peoples awareness about them is less.

Q.2. Do you watch Television using DTH or Local cable connection?

DTH Local cable

51 49

Interpretation
51% of viewers view television using DTH, while 49% of them watch using Cable. More than half a population has shifted towards DTH, which is a large share

Q3.Are you satisfy with DTH service ?

Yes NO

60 40

Y ES NO S lice 3 S lice 4

Interpretation

60% are satisfied with DTH service but 40 % are not satisfied with it.

Q.4. Why you choose DTH over Local Cable?

Better picture quality More Channels Great Service Cost is less One time Investment

24% 49% 9% 5% 13%

Interpretation
24% respondents choose DTH because of better picture quality, 49% gave reason of more channel, 09% told great services, 5% said cost is less and 13% said one time investment is basic reason

Q5. Which DTH service provider have you subscribed to?

Dish TV 40

TATA sky Big TV Digital TV Sun DTH

32 20 4 4

Dish TV TATA sky Big TV Digital TV Sun DTH

Interpretation; Dish TV has the maximum subscribers in Yamuna Nagar(40%) , followed by TATA Sky(32%) and Reliance Big TV(20%). Digital TV and Sun Direct have very low subscriber base.

Q6.DTH service rates are high?

Yes No

80 20

yes no S lice 3 S lice 4

Interpretation 80 % says rates of DTH is high and 20% are it ok.

Q7. How much knowledge do you have about DTH services and various DTH service
providers in the market? Existing level of knowledge of respondents regarding DTH services.

Fairly good Good Less very less Nominal

20 24 44 12 0

Fairly good good less very less nominal

Interpretation: The amount of existing knowledge the people have regarding the product also affects their pre purchase evaluation of that product. People in Yamuna Nagar have either less or good amount of information regarding the DTH service providers. They know about at least one or two brands of DTH services.

Q8. What extent of information search did you involve in before you subscribed to a DTH
service provider?

Level of information search undertaken by people before subscribing to a DTH service provider (in %age terms) Extensive high level Limited Low Nominal 0 16 40 32 16

Extensive high level limited low nominal

Interpretation DTH services are not very expensive purchases. There is also not a wide differentiation in services provided by the companies. This is the reason that people do not involve in high degree or extensive information search.

Q9. Are you satisfied with your present service provider?

TATA Sky Dish TV Big TV Digital TV Sun Direct

30 25 20 17 8

1s t Qtr 2ndQtr 3rdQtr 4thQtr S lice 5

Interpretation: The satisfaction level of customers in case of TATA Sky and Dish TV is higher. There is dissatisfaction among the customers with regard to Big TV because of inferiority of service quality. The other two DTH players also do not have good word of mouth.

Q.10. How much do you pay to your DTH Operator? (Monthly)

100-200 200-300 300-400 400-500 More than 500 100-200 200-300 300-400 400

25 36 14 5 20

40 35 30 25 20 15 10 5 0

East

100200

2003 00

300400

400500

m ore than 500

Interpretation
25% DTH users spend 100-200 per month for subscription fee while 36% spend 200-300 per month, 14% spend 300-400 per month, 5% spend 400-600 per month, 20% spend variable amount between 200- 450 per month.

Q 11. If you get a chance to buy another new DTH connection which one
will you choose? Dish TV Tata sky Airtel Videocon Reliance Rest of other 26 36 1 4 11 9

40 35 30 25 20 15 10 5 0 dis h TV airtel reliance Eas t

Interpretation 26% for Dish TV, 36% for TATA SKY, 13% for Airtel, 1% for Videocon, 4% for Reliance, 11% for others and the rest 9% .

Q12. Which feature urged you to switch over to DTH services from a cable operator?

0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 More number of channels Value added features Picture quality Easy to operate Service quality Series1 Series2

Interpretation: The conventional cable service providers are losing ground to the DTH service providers. The main reasons for switching to DTH service providers told by respondents were value added features , service quality, more number of channels and better picture quality of DTH service providers.

chapter.7
FINDING & SUGGESTIONS

FINDINGS
Factor Analysis The application of Factor Analysis depicts that number of channels, add on features and monthly rental come out to be significant factors which affect the pre purchase evaluation of the customers. Customers brand preference Price of the set top box is an insignificant factor which does not affect the pre purchase evaluation of the customers. TATA Sky comes out to be the most preferred brand on overall basis in Chandigarh city. TATA Sky comes out to be the most preferred brand in terms of add on features. Brand Image TATA Sky , Reliance Big TV and ZEE TVs Dish TV score high in terms of brand image. Brand Penetration Airtel Digital TV does not have significant penetration in Chandigarh city. Sun Direct is a South India based company and people do not have much awareness about the company. Sun Direct scores less in terms of brand image and add on features. Correlation A significant amount of correlation exists between brand image and add on features. Customer Attitude Respondents have positive attitude towards TATA Sky and Dish TV brands. Respondents have slightly negative attitude towards Reliance Big TV Brand. People have high negative attitude towards Sun Direct DTH. Customer Awareness about Various Brands:

 Most of the people involve in limited amount of information search and very less people are involved in extensive information search before subscribing to a DTH service provider. Most of the people have awareness about various DTH service providers.

SUGGESTIONS
The service consumer behaviour is different .The intangibility of services and word-ofmouth play an important role in understanding the consumer behaviour. So the DTH service provider companies should be more customer oriented in marketing approach. The service providers should try to influence a positive word of mouth. Customers are not highly involved in a purchase of DTH service. So the marketer should make use attractive advertisements and other cues which might influence customer purchase decision. Companies should make efforts to provide more value added services and more number of channels at competitive prices. TATA Sky and Dish TV are the market leaders. They must strengthen their market position through offers and schemes. Reliance Big TV and Airtel Digital TV can capitalize on their brand names. Digital TV and Sun Direct must increase their market presence Through various promotional schemes, offers and more value addition in their in their services. The companies should come out with more number of channel packages, flexible recharge options and lower subscription charges in order to increase market penetration. Some other factors like picture quality, service delivery, availability etc. should also be taken care of by the company to make the whole service experience delightful for the customer.

chapter.8
LIMITATION

LIMITATIONS OF THE STUDY

Limitations on the part of the respondents:

Indifferent attitude: The respondents may not be interested in the study of the researcher. They might be having an indifferent attitude towards the study. The researcher might have to persuade the respondents to spare some time and fill the questionnaire.

Personal biased ness: Personal biased ness of the respondents may also affect the results of the study. The subscribers of a particular DTH service provider may give a biased opinion about other service providers.

Problem in approaching the respondents: It may be difficult sometimes to approach the respondent as per his/her convenience.

Limitations on the part of the researcher:

Lack of experience: The lack of experience on the part of the researcher may affect the results of the study to some extent

Lack of familiarity with the study area: The researcher is not familiar with the study area Chandigarh city. This unfamiliarity may

cause difficulty in travelling in the study area and meeting respondents at various places.

Other limitations:-

Novelty of the concept: The DTH is newer concept in the study area. People have not adopted this concept much. So the lack of knowledge on the part of the respondents may be a problem.

Study of sample, not the whole population: The study of a sample of 100 may or my not give the accurate results. There is always a scope of difference in the results.

Chapter.9
CONCLUSION

CONCLUSION
The Direct-to-Home (DTH) war in India is seeing a new strategy emerge. Established players are latching on to television recording from television viewing. When strong rats enter the race, change the rules. That's the mantra established DTH operator Tata Sky is chanting. With Reliance Big TV and Airtel entering the DTH space, Tata Sky is now going premium. And it is banking on Tata Sky Plus to do what VCRs did to VCPs. Of the 125 million television households in the country, only 5 million are DTH customers and around 2 million are TATA Sky subscribers. The figures depict that there is a huge potential in the market to be explored by the DTH service providers. While the established players like TATA Sky and Dish TV are going premium and trying to woo the customers by offering more value added services, the smaller players and new entrants are vying for capturing a bigger pie of the emerging DTH services market. The entry of new players and increasing competition in the market will result in more things on offer for the customers, it will benefit the customers at the end of the day. What Tata Sky Plus does is apart from playing the role of a set-top box, it has the ability to pause live TV, to rewind or fast forward it. It also allows the user to record one programme while watching another. But Tata Sky is not alone. Rival Dish TV is currently testing its own version of the TV recording service, and new entrant Reliance Big TV says it will buy upto 2.5 lakh settop boxes with recording facility. Big TV also plans to better Tata Sky, pricing these boxes at

around Rs 7,000 each. So get ready to sit back and keep your TV viewing schedule choc-a-bloc with your favourite shows.

BIBLIOGRAPHY

BIBLIOGRAPHY BOOKS
1. Cooper R.Donald; Schindler S.Pamela:- Marketing Research- Concepts & Cases,, (2nd Edition), Tata Mcgraw Hill Publishing Limited. 2. Kothari C.R, Research Methodology Methods and Techniques (Second Edition) New Age International Publishers. 3. Jain, ,T.R., and Aggarwal, Dr. S.C. :- Statistics For M.B.A, (2nd Edition), VK publications. 4. Loudon,David L.&Bitta,Albert J. Della, Consumer Behavior and concepts and applications, ( Fourth Edition), Tata Mc Graw Hill, New Delhi. 5. Leon G. Schiffman and Lesli Lazar kanauk, Consumer Behaviour, (Eighth Edition), Prentice Hall of India, New Delhi. 6. Anderson, Hair, Black, Tatham, Multivariate Data Analysis, (5th Edition), Pearson Education. 7. Suja R. Nair, Consumer Behaviour in Indian Perspectives ,(First Edition: 2001), Himalaya Publishing House, Mumbai-400004 8. Sharma D.D,Marketing Research,( 2nd Edition), Sultan Chand & Sons. 9. Kotler Philip, Armstrong Gary, Principles of Marketing, (10th Edition), Pearson education. 10. Boyd W. Harper; Westfall-Ralph, Stash F. Stanley:- Marketing Research (Text & Cases), 7th Edition.

ANNEXURE

QUESTIONNAIRE
Dear Respondent,

Respondent No__

I am Birender student of ICL INSTITUTE OF MANAGEMENT & TECHNOLOGY SHAHZADPUR (AMBALA), Pursuing MBA and conducting project regarding the To

Study the Post Purchase Dissonance of Customer towards DTH Service. I will be very thankful to you if you provide me the required information.
Name of the consumermy ___________________ Managemnetfor partial fulfillment of mba ______________________________ Sex & City __________________________ Mobile______________________________ Age degree

Q1. Which DTH service provider do you know about?

Dish TV TATA sky Big TV Digital TV Sun DTH

Q.2. Do you watch Television using DTH or Local cable connection?

DTH Local cable Q3.Are you satisfy with DTH service ? Yes NO

Q.4. Why you choose DTH over Local Cable?

Better picture quality

More Channels Great Service Cost is less One time Investment

Q5. Which DTH service provider have you subscribed to?

Dish TV TATA sky Big TV Digital TV Sun DTH

Q6.DTH service rates are high? Yes No Q7. How much knowledge do you have about DTH services and various DTH service
providers in the market? Existing level of knowledge of respondents regarding DTH services. Fairly good Good Less very less Nominal

Q8. What extent of information search did you involve in before you subscribed to a DTH
service provider

Level of information search undertaken by people before subscribing to a DTH service provider (in %age terms) Extensive high level Limited Low Nominal

Q9. Are you satisfied with your present service provider?

TATA Sky Dish TV Big TV Digital TV Sun Direct

Q.10. How much do you pay to your DTH Operator? (Monthly) 100-200 200-300 300-400 400-500 More than 500

Q 11. If you get a chance to buy another new DTH connection which one
will you choose?

Dish TV Tata sky Airtel Videocon Reliance Rest of other

Q12. Which feature urged you to switch over to DTH services from a cable operator?