Chapter-1

Industry
Profile
1

1.0 INDUSTRY PROFILE

1.1 Introduction
Direct to Home (DTH) is a distribution platform for multichannel TV
programmers on (high frequency of 11.7 to 14.55 Gigahertz) by using a satellite
system which transmits signals directly to subscriber premises.
The term predates DBS satellites and is often used in reference to services carried
by lower power satellites which required larger dishes.
1.1.1 How DTH Work:-

Following are the simplified steps on how DTH works:

1. Tata Sky uplinks all channels from broadcasters to its satellite (INSAT 4A).
2. The satellite sends these channels in digital format to the minidish fixed
outside your home.
3. The minidish relays the channels to the digicomp which decodes the channels
and sends them to your television, giving you an incomparable television
screening experience with DVD quality picture and CD quality sound.

DTAishSkyV
1.2 DTH INDUSTRY IN INDIA
1.2.1 DTH Players in India

In earlier days there was only one TV channel in India the Doordarshan,
Channel doordarshan was owned and operated by government of India. In
those eras every home which

The Cable Television Ordinance Law was passed in January 1995. This

enabled cable operators to provide channels and later on private companies

were allowed to air their own channels and this lead to the explosive growth in
number of TV channels and number of cable operators.

The growth of TV channels & cable operators created a big industry and
market opportunities. Until few years back there were as many as 1,00,000

cable operators across India. However the services provided by cable

operators were poor. The strikes, increase in tariff plan, selective broadcast
and poor services were major cause of dissatisfaction among the customers.
This has created an opportunity for DTH, which serves an immediate threat to
the high-end cable networks. Some of the key players in the industry are Dish
TV by Zee group, Tata Sky joint venture of Tata & Star TV, Big TV by Anil
Dhirubhai Ambani Group, and Digital TV by Bharati
Telemedia, SUN Direct from the promoters of Sun TV. There are some other
companies who are contemplating to start their own DTH like Videocon.
There is a massive opportunity for DTH in the Indian market. The opportunity
in India almost 10 times that in developed countries like the US and Europe.
For every channel there is a scope for broadcasting it in at least ten different
languages. So every channel multiplied by ten that is the kind of scope for
DTH in the country.
1.2.2

Structure of the Indian DTH industry

The structure of the DTH industry in India can be categorized as an
Oligopoly.
The word Oligopoly is derived from the Greek for few (entities with the right
to) sell.
An oligopoly is a market form in which a market or industry is dominated by a
small number of sellers (oligopolistic).
An oligopoly is a market dominated by a few large suppliers. The degree of
market concentration is very high. Firms within an oligopoly produce branded
products and there are also barriers to entry.
Key characteristics of Oligopoly are following:

Few larger suppliers dominate the market.

Interdependence between firms.
Each firm produces branded products.
Significant entry barriers into the market in the long run which allows firms to

make supernormal profits.

Each oligopolistic is aware of the actions of the others.

1.2.3

Analysis of Indian DTH industry:

Indian DTH industry is still at nascent stage. In the year 2003 DD Direct+ was
launched since DD Direct+ is non commercial and free DTH service. Hence
we would focus our discussion on private players in the industry.
As of now Dish TV, Tata Sky, Big TV, Airtel Digital TV, Sun Direct are in the
industry. There are some other players like Videocon, who want to join this
highly profitable industry. Since there are only 3 major players and the market
concentration is very high Indian DTH industry is oligopolistic.
DTH Industry Market Share 2010

Brand

Promoter

Market
Share

Dish TV

Zee group

53%

Tata Sky

Tata Sons & Star TV

30%

Big TV

Anil Dhirubhai Ambani Group

15%

Others (Sun Direct, Airtel

Sun by SUN TV

2%

Digital

Airtel by Bharati telemedia

TV )
Another way of confirming it is by using the index Herfindahl. The Herfindahl
index, also known as Herfindahl-Hirschman Index or HHI, is a measure of the
size of firms in relationship to the industry and an indicator of the amount of
competition among them.
HHI s defined as the sum of the squares of the market shares of 50 largest
firms (or summed over all the firms if there are fewer than 50) within the
industry, when the market shares are expressed as percentages; the result is
proportional to the average market share, weighted by market share.
higher the HHI Index the more oligopolistic is the industry.

1.2.4

Substitute goods/products for the products of DTH Industry

Substitute goods: Refers to a good which is to some extent interchangeable
with another good. In economics term it means that when the price of one
good increases, demand for the other good increases.
The total number of TV owning households in India is estimated at 117
million. This represents a 54% penetration of TV in Indian households. Out of
this, Cable and Satellite households are 68 million. The total subscriber base
of DTH has crossed 8.9 million.
At times there were 1,00,000 cable operators, however due to stiff competition
and the introduction of other alternatives like DTH, CAS, IPTV, Online TV
the number of cable operators have come down to 60,000.
DTH is a new entrant in channel broadcasting & entertainment industry. It
direct and stiff competition from various service providers which sends TV
signals to homes.
National Television: Doordarshan is the public television broadcaster of India
and a division of Prasar Bharati, a public service broadcaster nominated by the
government of India. It is one of the largest broadcasting organizations in the
world in terms of the infrastructure of studios and transmitters.
Doordarshan is the world's largest terrestrial broadcaster with over 1400
terrestrial TV transmitters located throughout the country covering approx.
88% of India's geographical area. Doordarshan was the only player in industry
providing news and entertainment. It enjoyed the monopoly and has been very
successful for some time however offlate it is continuously losing interest of
audience because of stiff competition from private channels.

1.3 Cable TV Operators:

In 1992, the government liberated its markets, opening them up to cable
television. This led to astronomical growth of number of TV channels and
created a huge demand of cable TV operators. The cable TV operators came in
to the business and connect urban & rural home to the private channels.
Cable TV operators are present in almost all cities and towns of India, they
charge installation fee and monthly rental for the services provided. These
operators even telecast local and regional channels.
Cable TV providers also provide CAS services. CAS or conditional access
system is a digital mode of transmitting TV channels through a set-top box
(STB). The transmission signals are encrypted and viewers need to buy a
settop box to receive and decrypt the signal.
A Cable TV operator poses a serious threat and stiff competition to DTH
Industry.
Infect DTH industry is trying to eat the market share of cable TV operators.

1.3.1 CABLE HOUSEHOLDS IN INDIA

Number of Households(millions)

Y
e
a
r
s

Digital Cable
Analogue
Cable

Conditional Access System (CAS): Conditional Access system was

introduced metro cities of India to provide the subscriber the choice channel
he/she wishes to view. CAS required the subscriber to buy set-top-boxes. The
implementation of CAS was focused only on the big cities of India. CAS is
very much similar to DTH as far as the power to the user is concerned.
IPTV: IPTV describes a system where a digital television service is delivered
using the Internet Protocol over a network infrastructure, which may include
delivery by a broadband connection. IPTV is technically far superior to any
other alternative. A number of other operators, including Bharat Sanchar
Nigam Ltd and Reliance Communication are planning to launch IPTV in a big
way.
A researcher from Gartner believes that IPTV will struggle in India for
following reasons.

Cable TV users pay almost half of what digital subscribers pay

Low broadband penetration will inhibit IPTV uptake;
2007 is a critical year for pay TV, with CAS being mandated in a phased

manner, and more players are moving into DTH, which is growing.
IPTV will be priced at the same price as digital cable or DTH, so no price
differentiation.

As the numbers of broadband users are increasing in urban and semi urban
cities IPTV can pose serious threat to DTH player in long run.

1.3.2 INTERNET PROTOCOL TELEVISION (IPTV) SUBSCRIBER

4
2
1
0.5
0.25
0.01
0.03
Number of Households (millions)
2007
Y
e
a
r
s

millions

Online TV: The World Wide Web is changing lot of things, the way data &
information are stored, and shared has changed dramatically. Web 2.0 offers
users to watch TV programs online. There are already websites like:
http://www.indiatvonline.com
http://www.tvdekho.com
Apart from this website TV channels are also streaming live videos of their
programs. Online TV though is a niche industry as of now but with increased
penetration of broadband connection, it can pose significant challenge to DTH
industry.
Cartel: A cartel is a formal (explicit) agreement among firms. Cartels usually
occur in an oligopolistic industry, where there are a small number of sellers
and usually involve homogeneous products. Cartel members may agree on
such matters as price fixing, total industry output, market shares, allocation of
customers, allocation of territories, bid rigging, establishment of common
sales agencies, and the division of profits or combination of these.

The Indian DTH industry is still in nascent state. It is in growth stage and so
far no cartel has developed. Given the nature of DTH industry (high volume)
there will definitely come a time when the industry will go through M&A
followed by cartelizing.
1.4 Threat of New Entrance
With already 7 players in the DTH space, threat of new entrants is relatively
low. There is already enough competition which will discourage new firms to
enter this busines. While getting a license is relatively easy, the barriers to
entry are high when it comes to pricing of CPE and getting the required
transponders. There is definite first mover advantage which can be inferred
from table 1, by comparing price of dish TV vs. Tatasky. So any new entrant
will face a high cost when it comes to equipment and transponders.

DTH industry-five force model

10

1.5 DTH: penetrating faster than ever

DTH continues to work as the engine of growth for the television industry.
Digital signal clarity is the key offering by the DTH players. Interestingly,
DTH is showing huge growth in rural india having increased its penetration to
64% in 2010 as compared to 49% in 2009 and 34% in 2009 as per TAM data.
The total number of DTH households is estimated to be around 20 million in
the first half of 2010. Up from around 14 million in 2009 and 9 million in
2008.

1.6 PAY DIRECT TO HOME (DTH) SUBSCRIBER BASE

11

Subscribers in Lakhs as on July 2010

Dish TV Sun
Direct
DTH
Tata Airtel
Sky DigitalT
Others;
TVDigital
DTH;
12%
Dish
TV;DTH;
64;
26%
Airtel
T10;
V;30;33;4%
13%
SunBigTata
Direct
58;
23% V
Sky;
55;
22%
Big TV Others
DTH

Chapter- 2
12

Company
Profile

2.0 COMPANY PROFILE

2.1 VISION
Tata Sky aims to revolutionize Indian entertainment by offering superior DVD
quality picture and CD quality sound. Tata Sky envisions:

13

Connecting every television home

Empowering every television viewer
Revolutionizing home entertainment
2.2 MISSION
2.2.1 Revolutionize television viewing
Tata Sky is set to revolutionize television viewing in India through its
superior digital quality picture and sound. The service aims to empower
the Indian viewer with Choice, Control and Convenience through its wide
array of programming choices and interactive features. Tata Sky offers
viewers a variety of channels ranging from entertainment, sports, movies
and music to news and documentaries in DVD quality picture and CD
quality sound.
2.2.2 Extensive Customer Service Network
Tata Sky has established an extensive customer service network across the
country. It has engaged a field force of approximately 3000 service
engineers who are complemented by high-end 24x7 call centers, manned by
multi-lingual customer service associates, trained to solve all customer
problems.
Tata Sky takes direct responsibility for installing and servicing the hardware
at every subscriber's home, thereby ensuring the highest levels of customer
service.
Tata Sky retails its hardware and prepaid recharge vouchers through
popular consumer electronic stores to enhance customer convenience.

2.2.3 Offering

14

In addition to new channels and exciting interactive features, Tata Sky offers all
popular television channels, thus becoming a one-stop shop for all the television
entertainment needs of customers.
2.2.4 Partners
Tata Sky has partnered with the global leaders in the space of
digital technology to bring a state-of-the-art satellite television
service to India.
Satellite:

15

Tata Sky has leased all 12 Ku-Band transponders on ISROs

Indian satellite, INSAT 4A, the most advanced and highpowered KU-Band communication satellite in the region,
developed keeping in mind local requirements. The satellite
enables Tata Sky to offer superior picture and sound quality
with a wide range of channels.

2.3 TATA Brand

The TATA Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven 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
.
2.4 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

16

DTH businesses that includes platforms as far apart as the UK and Italy in
Europe, and Mexico and Brazil in Latin America.

2.5 Features of TATA SKY:

Here in TATA SKY all channels are divided in types of group which helps the
operator to operate this TATA SKY with little bit knowledge. It means it is
easy to operate for any one.
Group
Entertainment

Channels
Star Plus, Star World, AXN, Star One, Sahara One, Sony Sab, Zee TV,
Zee Caf, Zee Smile, Zee Trends, Reality TV,DD 1,Play TV

Sports
Movies

Star Sports, ESPN, Ten Sports, NEO Sports, Zee Sports, DD (Sports)
Star Movies, Star Gold, HBO, Sony Max, Filmy, Sony Pix, Zee Action,

Kids

Zee Cinma, Zee Premier, Zee Classic, Zee Studio

Disney Channel, Nick The TV Channel for kids, Max, Pogo, Cartoon

Music & Studio

News & Knowledge

Network
Channel [V], M TV, MH 1, ETC, ETC Punjabi, Zee Music, VH 1
Star News, Aaj Tak, NDTV 24*7,NDTV India, NDTV Profit, BBC
WORLD,HEADLINES TODAY,ASTANET NEWS,INDIA
VISION,TIMES NOW,STAR GANAK, CNN, Zee News, TV 2,TV 9,Zee
Business,24 Ganta TV,CNBC TV 18,DD News, CNBC Awaaz, History
Channel, Animal Planet, DISCOVERY CHANNEL, travel living,

Regional

NATIONAL GEOGRAPHIC CHANNEL

Kairali, Astanet, Jaya TV, VIJAY, Aastha, Sanskar The Channel Of India,
MAA TV,7 TYPES OF ETV language channel(e.g.Gujarati), DD
Marathi, DD Punjabi, DD Malyalam, DD
Gujarati,DD8(Telugu),DD5(Tamil),DD Bangla, DD Chandana, Zee
Bangla, Zee Gujarati, Zee Marathi, Zee Jagran, Zee Punjabi, Zee Telugu,

Active Applications
Extra Applications

Zee Kannada
ACTVE GAMES,ACTVE NEWSROOM,ACTVE WIZKIDS
ACTVE STAR News, ACTVE Sports & SHOW CASE FACILITY

17

2.6 MILESTONE

2005
TATA - STAR DTH venture signs lease agreement with ISRO
TATA - STAR DTH Venture Receives Ministry's Clearance

2006
Zee-Turner channels now on Tata Sky
Tata Sky launches Active Wizkids - a unique edutainment
service
Tata Sky launches pay-per-view service - Showcase
Tata Sky Launches Active Sports on ESPN STAR Sports
Television finally becomes interactive with Tata Sky
Television finally becomes interactive with Tata Sky
Television finally becomes interactive with Tata Sky
Tata Sky satellite television service launches across the
country
Tata Sky partners with Humax for set-top boxes
Tata Sky selects Sun Microsystems to build state-of-the-art
direct-to-home (DTH) television service in India
Tata Sky selects Maxus as its media buying partner

18

Tata Sky partners with Thomson for set top boxes

Tata Sky selects NDS systems to create India's most advanced
digital and interactive DTH service

2007
Tata Sky introduces three new interactive services: Active
Darshan, Active Learning and Active Stories
Tata Sky expands offering to 140 channels
Tata Sky crosses 1 million mark in record time
Tata Sky offers 5 months of free viewing
Tata Sky launches three new channel packages
Watch ICC World Cup on Tata Sky with Hrithik Roshan
Unparalleled World Cup cricket viewing experience on Tata Sky

2008
Welcome to the future of Satellite Television with Tata Sky+
Tata Sky launches Programming Guide in Hindi
Tata Sky signs Aamir Khan as a Brand Ambassador
Tata Sky & Bharat Matrimony launch Active Matrimony a
Matrimony based interactive service on Tata Sky
Tata Sky crosses two million milestone
Tata Sky announces ground-breaking price of Rs 1,499 for
hardware

2009

19

Mickey, Minnie, Donald, Goofy Tata Sky brings alive the

magic of Disney
Tata Sky becomes the FIRST Indian DTH provider to attain ISO
27001:2005 Certification for Information Security

2010
Tata Sky announces ground-breaking price of Rs 999 for
hardware
Tata Sky+ launches 3 new revolutionary features

2011
Tata Sky launches Make My Pack

2012
High Definition (HD) goes affordable
It launches more channel in some money
2.7 SET OF PRODUCTS
2.7.1 Make my pack
In 2010 Tata Sky launched India's first a-la carte service which enables
subscribers to either create their own pack with only individual channels or do
a mix-n-match of the existing Prochoice packs with individual channels. Tata
Skys Make My Pack service would be made available to all subscribers from
January 10, 2011.
2.7.2 Tata Sky+
Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even
known as DVR Digital Video Recorder that allows recording up to 130 hours
of live TV, recording one programmed while watching another, pause, fastforward and rewind a live telecast and review a TV programmed. Also Tata
Sky+ provides service using MPEG-4 digital compression technology.

20

2.7.3 Tata Sky HD

Tata Sky HD was launched on June 14, 2010, and has channels in their native
resolution of 1080i or 720p. The STB is compatible with 5.1 CH surround
sound as well. The service currently offers four HD channels - National
Geographic Channel HD, Discovery HD, Showcase HD (Pay per View), Star
Plus HD (up scaled SD channel) and Neo Cricket HD (Event Based). More
channels such as Star Movies HD and other popular sports channels in HD
format are expected to be added soon.
2.7.4 Tata Sky+HD
In 2011, tata sky will release the Tata Sky+HD Set Top Box. This is somewhat
similar to dishtv's HD+DVR service, where users can record, pause and
rewind live TV in HD. Again, this is only for select HD channels, but more are
said to be added soon.
2.7.5 TATA SKY Guide Facility:
Tata Sky guide gives you information about next seven days Programmed &
also remainders facility available there so it remind you on which day, at what
time what you want to watch so you manage your also time from your busy
routine & No Need to read News Paper for TV Programmed.
1. At which channel what Programmed will come you easily know in advance.
2. You are given facility to set up to 50 Programmed remainders.
3. You are getting synopsis of Programmed on your TV screen.

21

2.7.6 Search & Scan facility:

You are able to search channel without changing channel through search &
scan facility & also you have alternative of favorite channels so one can set
channel number 1, 2, 3, 4.20.according to ones own favorites channels ,
then arrange it according to position.

2.7.7 Parental Control Facility:

You are able to lock films according to its rating so children cannot watch
adult films & even you can lock whole channel.

2.7.8 Be Active (ACTVE WIZKIDS & ACTVE GAMES):

In TATA SKY active facility you feel live with your television like with the
facility of active wiz kids children can learn while watching TV. It gives
knowledge & funs through active games so elder are also enjoying the games.

22

2.7.9 Camera control facility:

In active sports the four things which you can decide

1. From which camera angle you want to use to watch event.
2. You have to decide in which you want to hear commentary during match or
other live sports.
3. When you want to watch highlight are decide by you while watching
cricket.
4. Which type of statistics you want about the cricketer.

2.7.10 Four channel at a same time (ACTVE NEWSROOM & ACTVE

KHABAR):

Active facility which gives you facility to view all channels at a same time so
with the help of this facility you can watch channels like Aaj Tak,NDTV, Star
News, HT etc.

23

2.8 Price Of Tata Sky:

Digicomp for Rs.2999

Installation, Activation and 12 months warranty, all are available at

Rs.1000 only

50% off on installation charges for the 2nd, 3rd & 4th

Digicomp.

Note:

Charges to be paid directly to TATA SKY through recharge Vouchers.

2.8.1 Subscribe:

Super saver package for Rs.300 Per month. (inclusive of all taxes)
66% off on monthly charges for 2nd ,3rd & 4th digicomp (Rs.100 per month)
Charges to be paid to TATA SKY through recharge vouchers.
The following recharge denominations are available Rs. 200, Rs 300, Rs
500, Rs 1000, Rs 2500 and Rs 5000.

2.8.2 Packages:In True Choice Channel Packages, you can subscribe to one of the Popular
Packs & opt for any Optional Pack depending on your requirement. You also
have the choice of picking your favorite regional channels through the various
Regional Pack.

24

Different packages provided by TATA sky is following below:

2.9 Customer service:All Digicomps are covered under a Base Warranty for a period of 12 months from
the date of installation (Warranty Period). Should you run into any problem,
please call the 24x7 Tata Sky helpline. Our Tata Sky associate will be able to help
you resolve the problem. If the problem persists, we have a dedicated team of Tata
Sky engineers who are trained to solve any technical problems that you may
encounter. Post the Warranty Period, Tata Sky also offers an Annual Service
Commitment service to its subscribers. You can get the details of the same by
calling the Tata Sky helpline.
2.9.1 SMS services:can recharge your account, order a movie on Showcase, check your account
balance and add a package, by sending us an SMS from your Registered
Mobile Number (RMN). To avail of our services, SMS the following to 56633:

25

2.9.2 SMS services for subscribers:

To recharge: RC <space> <16-digit recharge PIN>

To order a movie on Showcase: SC <space> <event code>

To get account balance and due date: BD

To subscribe to Optional packages: ADD <space> <Package code>

26

Chapter-3
Conceptual
framework

27

3.0 THEORETICAL ASPECT

3.1 Meaning of consumer

3.1.1 What is Consumer?

An individual who buys products or services for personal use and not for
manufacture or resale. A consumer is someone who can make the decision
whether or not to purchase an item at the store, and someone who can be
influenced by marketing and advertisements. Any time someone goes to a store
and purchases a toy, shirt, beverage, or anything else, they are making that
decision as a consumer.
In economics, consumers are individuals or households that "consume" goods
and services generated within the economy. Since this includes just about
everyone, the term is a political term as much as an economic term when it is
used in everyday speech. Typically when businesspeople and economists talk of
"consumers" they are talking about person-as-consumer, an aggregated
commodity item with little individuality other than that expressed in the buy/not
buy decision.

3.1.2 CONSUMER VALUE

Consumer value is a marketing and business concept that attempts to analyze
the satisfaction received by a customer from a purchase. More importantly, it
tries to analyze the likelihood that the consumer will become a repeat
customer providing ongoing business for the firm. Businesses analyze
"customer value" in an attempt to solidify a customer base, study product
performance and to market the product more effectively.
1. Customer Satisfaction
Consumer value is one of the latest ways in which marketers have sought to
analyze customer satisfaction. Customer satisfaction is important because it
leads to repeat purchases. Customer satisfaction is especially important when
the market is "saturated." In those situations, growth may only be possible

28

through taking market share from competitors. Further, when consumers

perceive consumer value to be high, they will spread the reputation of the firm
through word of mouth, which can lead to more sales.
2. Purchase Behavior and Loyalty
Loyal customers are an important part of business in many industries. Several
studies in the 1990s have suggested that businesses can use consumer value to
improve business margins Applied marketing literature indicates that there are
high expectations for loyalty-building strategies
3. Origins of Customer Satisfaction
The expectations-confirmation theory of customer satisfaction says that
customer satisfaction concerning a product is based on the consumer's
expectations for that product, in addition to the perceived performance of the
product. Analysis of consumer value attempts to measure the consumer's
satisfaction. Methods include surveys concerning the satisfaction and/or
disconfirmation of the consumer. Disconfirmation occurs when customer's
expectations differ from what the product delivers. Negative disconfirmation
means the product did not meet the consumer's expectations. Positive
disconfirmation means the expectations were exceeded.
4. Relationship-Building Models of Satisfaction
The expectations-confirmation model is one model for estimating consumer
value. Other models consider other factors besides customer response to a
completed transaction. Some models seek to analyze consumer value by using
relationship-building models. Under relationship-building models, customer
satisfaction is based on the consumer's judgment of the business, not the
specific transaction or product. These relationship-based models examine
other factors outside consumer's feelings about the product, such as the firm's
customer service, product line, and growth rate or supplier flexibility.
5. Purpose of Studying Consumer Value
Using information about consumer value and the way consumers perceive a
business and its products, marketers can try to increase sales and encourage
repeat business. Further, consumer value may be of use for business managers
in determining the market structure. With more detailed knowledge of the

29

characteristics of the market, businesses can work to expand product-market

boundaries or manipulate prices to increase profits

3.1.3 CONSUMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or best customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is part of the four
of a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.

3.2 SURVEY TOOLS FOR CUSTOMER SATISFACTION

Customer satisfaction is an important part of maintaining a business and success.

If the customers are unsatisfied with service, store items, or any aspect of a
business, they are unlikely to return, which results in the loss of customers. A
customer-satisfaction survey is offered to customers to determine areas where a
business can improve and areas where customers are happy with the business.
Customer-service survey tools allow a company to make and customize customer
surveys for the company or business needs.
1. Rate Point Survey Tools
Rate Point Survey Tools are an online survey tool that businesses can use to
create and maintain customer surveys. The tool is designed to create surveys
and send the surveys out to customers. Besides making the survey, it provides

30

analysis of the results. The tool even allows the business to send out
newsletters and promotions to customers through email.

2. Survey Metrics
Survey Metrics is customer-service survey software that creates maintains and
analyzes a customer survey. It is designed for online surveys and it has three
basic survey options. The basic version of the tool is a free survey tool. There
are also advanced and professional tools, which have a price of $9 and $39,
respectively.
3. Magic Survey Tool
The Magic Survey Tool is an online survey tool for customer satisfaction
surveys. The tool is designed to create numerous types of surveys, including
those for customers and those for employees. The survey options that the tool
provides include online surveys, email surveys, questionnaire surveys and
market-research surveys. The wide range of types and options provides an
appropriate survey option for most businesses to determine what their
customers want and where they are doing well.
4. Business Owners Tool Kit
The Business Owners Tool Kit includes options for making customersatisfaction surveys. It provides a basic survey that asks information about
how the company is doing and what areas the company can improve in. There
is a basic template download available that is a short survey without long
questions. It is designed for customer ease and quick information.

31

Chapter-4
Research
32

Methodology
4.0 RESEARCH METHODOLOGY
4.1 RESEARCH
4.1.1Meaning:
Research is an Endeavour to discover answers to intellectual and practical
problems through the application of scientific method.
Research is a systematized effort to gain new knowledge.
-Redman and Mory.
Research is the systematic process of collecting and analyzing information
(data) in order to increase our understanding of the phenomenon about which
we are concerned or interested.

4.2 RESEARCH METHODOLOGY

4.2.2 Meaning:
Research Methodology is defined as a highly intellectual human activity used
in the investigation of nature and matter and deals specifically with the manner
in which data is collected, analyzed and interpreted.
The system of collecting data for research projects is known as research

methodology. The data may be collected for either theoretical or practical

research

for

example

management

33

research

may

be

strategically

conceptualized along with operational planning methods and change

management.

4.3 PROBLEM STAEMENT

4.3.1 Time and space boundaries:
The study was carried out for a period of six months, from 15 th
December 2012 to 28th February 2013 at parvat gaw area.

4.4 OBJECTIVES
4.4.1 Main Objective:
To measure the level of satisfaction of TATA sky satellite television
consumer.
4.4.2 Subsidiary Objectives:
To find whether consumer are satisfied with the variety of features
provided by the TATA sky satellite television.
To find the cost reasonability of TATA sky satellite television.
To find the satisfaction level of consumer with the TATA sky satellite
television at different parameter like picture quality, after sales service,
digital sound, price etc. compare to other DTH service providers.

4.5 RESEARCH PLAN

34

4.5.1 Research Design:

According to David J. Luck and Ronald S. Rubin, "A research design is the
determination and statement of the general research approach or strategy
adopted/or the particular project. It is the heart of planning. If the design
adheres to the research objective, it will ensure that the client's needs will be
served."
According to Kerlinger "Research design in the plan, structure and strategy
of investigation conceived so as to obtain answers to research questions and to
control variance."

4.5.2 Types of research design:There are a mainly three types of research design which are as follows:
[1]. Exploratory Research
[2]. Descriptive Studies
[3]. Casual Studies

[1]. Exploratory Research:

Exploratory Research studies are also termed as formulate research
studies. The main purpose of such studies is that of formulating a problem
for more precise investigation or of developing the working hypothesis
from an optional point of view.
[2]. Descriptive Studies:
Descriptive Research Studies are those studies which are concerned with
describing the characteristic of a particular individual or a group.
Descriptive studies are undertaken in many circumstances. There is a
general feeling that they are factual and very simple. This is not necessary

35

true. They can be complex demanding a high degree of scientific skill on

the part of researcher. These studies would help to prepared entire
research.

[3]. Causal Design:

Casual research design is the third type of research design. As the name
indicates, casual design investigates the cause and effect relationship
between two or more variables. This design measures the extent of
relationship between the variables. Casual research designs attempt to
specify the nature of functional relationship between two or more
variables.

4.6 Sources of Data:

Primary data: Consists of information gathered for some specific purposes and
primary data is also that u collects through researches, surveys and experiments.
Secondary data: Secondary data is consists of information that already exists
somewhere having being collected for some purposes and is been utilize for
references.

4.7 TOOLS OF ANALYSIS

4.7.1 Data Collection Tools:
Here in this report, researcher uses personal interview technique through survey
method of data collection tools.
4.7.2 Sample Design:
Here in this report, researcher has taken 150 sample size for analyzing consumer
satisfaction of Tata sky satellite television.

36

4.7.3 Sampling method:

Here in this report, researcher uses random sampling method for analyzing
consumer satisfaction of Tata sky satellite television.

4.8 SIGNIFICANCE OF THE STUDY:

In todays competitive market it becomes necessary for each and every company
to hold its market position as well as it require to innovate its product because
many Companies are entering into the market having wide range of features &
facility in DTH so the study and survey is quite necessary as well as important in
current market condition so this study and survey help me to inform the company
about the consumer level of Satisfaction of TATA SKY.

4.8.1 Significance:
This study is helpful for the company to improvement in product & helpful for
developing new marketing strategy for TATA SKY & also help in come to
know present position of competitors of TATA SKY.
Through this study the company comes to know about the consumers
awareness of new offers provided by the TATA SKY.

4.8.2 LIMITATION OF THE STUDY:

During my entire projects study I tried my best to make my research study and
my report qualitative but during my project work the following limitation were
faced by me:
1. The research area is very limited so not cover whole population of surat city is
limited only survey for few area.
2. Sometime respondent is not interested in filling up the questionnaires so they
dont provided prevalent information.
3. The time period of the survey being only two months, it was not possible to
conduct a highly in-depth and detailed study, which in turn might affect the
findings.

37

4. Due to unavoidable circumstances, the study had to be stopped mid-way for

some time.

Chapter-5
Data Analysis
&
Interpretation
38

5.0 Data analysis

1. From Where Did You Know About Tata sky?
Tabulation
Table :5.1
PARTICULAR

FREQUANCY

TELEVISION

133

NEWS PAPER

78

FRIENDS & RELETIVES

53

EXHIBITION

18

MAGAZINES

20

OTHERS

22

TOTAL

324

Chart :5.1

Customer View
133
140
120
100
80
60
40
20
0

78
53
18
FREQUANCY

Interpretation:

39

20

22

The customers know about TATA sky from the television almost. The
customer can about Tata sky from the various source of information like
television, news paper, exhibition etc. But 133 customers know TATA sky
from the television.

2. At The time of cloudy or rainy atmosphere is there any problem face by your
Tata sky TV?
Tabulation
Table :5.2
PARTICULAR
YES
NO
TOTAL

FREQUANCY
139
11
150

PERCENTAGE
93%
7%
100%

Chart :5.2

Problem

7%
YES

NO

93%

Interpretation:
The most number of the TATA sky set face the problem in rainy season for few
minutes.
The each & every DTH service failed to work in rainy season. The 93%
consumes gets the problem in TATA sky.
.

40

3. Tick below mentions option; are you aware about the new offers provided by
Tata sky?
Tabulation
Table :5.3
PARTICULAR
vodafone WEAKLY

FREQUANCY
24

OFFERS
DINNER SET OFFER
LAUNCH OFFERS -120DAY

24
29

FREE SUBSCRIPTION
ALL THESE THREE
TOTAL

99
176

Chart :5.3

41

120
99

100
80
60
40
24

29

24

20
0

Interpretation:
The all people aware from the various offers provided by the Tata sky but 99
consumers are aware of all offers provided , 24 respondents are aware about
Vodafone weakly offer, 24 are aware about Dinner set and 29 aware about
Launch, It shows the most of the people aware about all the offer provided by
Tata sky.
4. Was the dish of your Tata sky is being installed properly?
Tabulation
Table :5.4
PARTICULAR

FREQUANCY

42

PERCENTAGE

YES
NO
TOTAL

142
08
150

95%
5%
100%

Chart :5.4

Installation

5%
YES

NO

95%

Interpretation:
The 95 % percentages of customers are satisfied with service of installing of
Tata sky Setup box and only 5 % are unsatisfied with it. This ratio shows that
maximum customers are satisfied with the Installation service.
5. Are you satisfied with the different tariff plan of Tata SKY?
Tabulation
Table :5.5
PARTICULAR
YES
NO
TOTAL

FREQUANCY
50
100
150

Chart :5.5

43

PERCENTAGE
33%
67%
100%

Tariff Plan

YES

33%

NO

67%

Interpretation:
The 67 % percentage of customers are satisfied with different Tariff plan of
Tata sky And only 33 % are unsatisfied with it.

6. What feature forces you to make purchase of Tata sky?

Tabulation
Table :5.6
CHARACTERISTICS
PICTURE QUALITY
AFTER SALES SERVIES
PRICE
DIGITAL SOUND
PACKAGES
OTHERS
TOTAL

44

FREQUANCY
125
42
59
41
51
22
340

Chart :5.6

CHARACTERISTICS
140
120
100
80
60
40
20
0

125
59

42

51

41

22

FREQUANCY

Interpretation:

The Picture quality of Tata sky is more affecting to the customer buying
behavior towards Tata Sky because its proportion (125) is higher than other
features of Tata Sky Satellite Television.

7. Give rate your level of satisfaction on following scale of above characteristics

of Tata sky?
Tabulation
Table :5.7
CHARACTERISTIC

PRICE

DIGITAL

PICTURE

AFTER SALES

SOUND

QUALITY

SERVICES

PACKAGES

VERY SATISFIED

21

7%

56

9%

63

47%

16

4%

24

13%

SATISFIED

23

37%

34%

25

30%

10

19%

25

15%

NEUTRAL

70

49%

40

47%

11

19%

14

55%

32

15%

DISSTISFIED

16

4%

29

7%

39

3%

33

15%

52

52%

VERY DISSTISFIED

20

3%

20

3%

12

1%

77

7%

17

5%

45

TOTAL

150

100%

150

100%

150

100%

150

100%

150

100%

Chart :5.7

Rating wise analysis

respondents

55%
52%
49%
47% 47%
60%
37%
34%
50%
30%
40%
19% 19%
15% 13%
15%
30%
9% 7%
7%
7%
5%
4%
20%
3%
3%
3%
1% 4%
10%
0%
15%

VERY SATISFIED
SATISFIED
NEUTRAL
DISSTISFIED
VERY DISSTISFIED

characteristics

Interpretation:
The 37% of Customers are satisfied with the Price of Tata Sky Satellite Television,
34% of customers are satisfied with the Digital sound feature, 47% are satisfied with
the Picture Quality And Maximum Satisfied customers of After sales service are 55%,
But 52 % are unsatisfied with the Packages provided by Tata sky . It shows the most
of the people Dissatisfied with the Packages provided by Tata Sky

8. You are satisfied with the services of Tata sky customer care executive?
Tabulation
Table :5.8
PARTICULAR
YES
NO
TOTAL

FREQUANCY
60
90
150

Chart :5.8

46

PERCENTAGE
40%
60%
100%

Service

YES

40%

NO

60%

Interpretation:
The 40% consumers are satisfied with the customer care executive service and
the 60% are not. It shows weakness of customer care executive services
provide by the Tata sky.

9. Give rate on different characteristic for the different companies?

Tabulation
Table :5.9
CHARACTERISTIC

PRICE

DIGITAL

PICTURE

AFTER

SOUND

QUALITY

SALES

PACKAGES

SERVICES
TATA SKY

49

33%

25

17%

82

55%

22

15%

27

18%

DISH TV

37

25%

67

44%

25

17%

30

20%

15

10%

47

VIDEOCON

15

10%

22

15%

20

13%

41

27%

16

11%

AIRTEL

41

27%

21

14%

15

10%

27

18%

78

52%

RELIENCE BIG TV

5%

15

10%

5%

30

20%

14

9%

TOTAL

150

100%

150

100%

150

100%

150

100%

150

100%

Chart :5.9

Rating view about the companies

55%

60%

44%

50%
40%
30%
20%
TATA SKY
10%
Axis Title
0%

33%
25% 27%

27%
20%
20% 18%
18%
17% 15%
17%
15%
14%
13%
11
10% TV
10%
10%AIRTEL
10%
DISH
VIDEOCON
RELIENCE
B
5%
5%

Interpretation:
The 33% consumers are like Price of the Tata sky, the 44% are like Digital sound
of Dish TV, 55% are like Picture quality of Tat sky, 27% are like with the after

48

sales service of Videocon And 52% are like Packages of Airtel. It shows the most
of the people like Price and picture quality of Tata Sky.

10. Would you like to recommend the Tata sky to others?

Tabulation
Table :5.10
PARTICULAR
YES
NO
TOTAL

FREQUANCY
101
49
150

PERCENTAGE
67%
33%
100%

Chart :5.10

Recommend about tatasky

33%
YES

NO
67%

Interpretation:
Here 67% would like to recommend purchasing TATA SKY & 33% are
normally give answer in no.
11. Give your views about Tata sky?
Tabulation
Table :5.11

49

PARTICULAR
POSITIVE
NEUTRAL
NEGATIVE
TOTAL

FREQUANCY
42
85
23
150

PERCENTAGE
28%
57%
15%
100%

Chart :5.11

viewers about Tata sky

15%
POSITIVE

28%
NEUTRAL
NEGATIVE

57%

Interpretation:
The 15% respondents give negative, 57% give neutral and 28% give positive
view about Tata sky satellite television.

50

FINDINGS

The 60% respondents are not satisfied customer care facility of the TATA sky.
The most of the respondent like the services & packages of the Airtel than the
TATA sky. Most of the people using Television as a mode of entertainment.
Awareness about the TATA sky DTH service 133 respondents out of 150 is
aware from the television.
The price of the Tata sky setup box is seasonable so it can be easily purchased
by the middle or lower middle class people.
The 93% respondents have faced the problem in DTH service in rainy service.
99 respondents aware from the offer provided by the TATA sky.
95% respondents satisfy with the installation of TATA sky.
In my research most of the respondent like the TATA sky picture quality
compared to other DTH services providers.
The 52% respondents are dissatisfied with the packages provided
In these research 28% respondents give positive view about Tata sky. It show
the most number of people satisfied with Tata sky television.

51

CONCLUSION

According to the study the result come into the picture is that the different
offers provided by the Tata sky are related to the premium customer because
the price the of different packages or offers are little high compare to other
DTH services provider. So the economical class or middle class are not for

Tata sky DTH services easily.

The picture quality of DTH service of Tata sky is very good compare to other
DTH services providers. So, the most of the customers are purchase the Tata

sky because of its picture quality.

The one good thing about Tata sky is the price of setup box and installation

charges of setup box is slightly or lower than other DTH services providers.
The digital sound quality of the Tata sky is good but in other hand, quality of

digital sound of dish TV is more technologically advancement than Tata sky.

In all over study, the picture quality and price of the Tata sky are very likely to
the consumers of DTH system.

52

Suggestion

The organization can improve customer care facility.

The organization can improve service during rainy season prevailing.

They can provide reasonable packages to the customer .so majority of

customer can be satisfied with that.

53

ANNEXURE
Map of Networking Of TATA SKY

Indicates

Network

of

TELEVISION. (DTH)

54

TATA

SKY

SATELLITE

Questionnaire
.
Declaration
I am requesting to you fill up this questionnaire. I am ensuring that these details
given by you will be use for academic purpose only. This information should not be
disclosing anywhere.
Personal Details
Name of the Consumer:
Address:
Age:

Contact No:

1) From Where Did You Know About Tata sky?

a) Television
b) News paper
c) Friends & Relatives

d) Exhibition
e) Magazines
f)If Others

2) At The time of cloudy or rainy atmosphere is there any problem face by your
Tata sky TV?
a) Yes
b) No
3) Tick below mentions option; are you aware about the new offers provided by
Tata sky?
a) Hutch weakly offers
b) Dinner set offers
c) Launch offers 120 days free subscription
d) All these three
4) Was the dish of your Tata sky is being installed properly?
a) Yes
b) No
5) Are you satisfied with the different tariff plan of Tata SKY?
a) YES
b) No

6) What feature forces you to make purchase of Tata sky?

55

a) picture quality
b) after sales service
c) prices

d) digital sound
e) packages
f) if others

7) Give rate your level of satisfaction on following scale of above characteristics

of Tata sky?

RATES
Characteristics

Very
Satisfied

Satisfied

Neutral

Dissatisfied

Price
Digital sound
Picture quality
After sales services
Packages

8) You are satisfied with the services of Tata sky customer care executive?
a) YES
b) No

56

Very
dissatisfied

9) Give rate on different characteristic for the different companies?

COMPANIES
CHARACTERIS

TATA

TIC

SKY

DISH TV

VIDIOCO
N

PRICE
DIGITAL
SOUND
PICTURE
QUALITY
AFTER SALES
SERVICES
PACKAGES

10) Would you like to recommend the Tata sky to others?

a) YES
b) No
11) Tata sky, Give your views.

Packages of Tata sky

57

AIRTEL

RELIENCE
BIG TV

TOTAL

58