CHAPTER- I

INTRODUCTION AND DESIGN OF THE STUDY

1.1.INTRODUCTION:

A Customer is the king, he gives an opportunity to formulate new products and services. A business exists because of the customer; in the absence of demand emanating from the consumers the collapse of a business is inevitable. Mahatma Gandhi said a customer is the most important visitor in our premises. He is not dependent on us, we are on him. He is not an interruption to our work, he is the purpose of it. In present busy world any human feels to spare little time for relaxation and entertainment, for which they prefer the most is the Television. Now, the television has gone to its next level of providing entertainment. Satellite television is becoming a buzzword in the satellite broadcast industry due to the fact that it offers immense opportunities to both broadcasters and viewers. Satellite television is television delivered by the means of communication satellite and received by an outdoor antenna, usually a parabolic mirror generally referred to as a Satellite dish and as far as household usage is concerned, a satellite receiver either in the form of an external set-top box or a satellite tuner module built into a Television sets. In many areas of the world Satellite television provides a wide range of channels and services, often to areas that are not serviced by terrestrial or cable providers. Satellite Television offers many solutions to broadcast and cable Tv problems. Satellite Television, an encrypted transmission that travels to the consumer directly through a satellite, provides a strong digital signal to subscribers television sets and is almost completely wireless. Instead of scanning various satellites for different channels, modern satellite Television providers license the use of popular cable or broad cast channels. Much like a cable system, the tuner descrambles the selected programs sent out on a specific frequency. This allows the satellite television providers and the subscribers the option of pay-per-view movie rentals or the

blocking of adult-oriented or premium movie channels. With satellite television a user can scan nearly 700 channels! The history of the satellite television services in India started way back in 1996. But the proposal couldnt get through policy hurdles due to concern over national security and threats to cultural invasion. Finally, only in 2000, the satellite television entered in India. Satellite television is better than cable Tv. This is because cable Tv in India is analog. Despite digital transmission and reception, the cable transmission is still analog. Apart from enhance picture quality, stereophonic sound effects, satellite Television also allows interactive Tv services such as movie-on-demand, Internet access, video conferencing and e-mail. Today, broadcasters believe that the market is ripe for satellite television. The prices of the dish and the set-top box have come down significantly and customers are also reaping the benefits of more attractive tariffs. The following are the various Satellite television service providers in Madurai city:

1.2. SATELLITE TELEVISION SERVICES IN INDIA The rapid growth of Satellite television in India has propelled an exodus from cabled homes, the need to measure viewership in this space is more than ever. The history of DTH services in India started way back in 1996. But, the proposal couldnt get through policy hurdles due to concern over national security and threats to cultural invasion. However in July 2006, it was finally approved by Indian Government. Currently DTH customers base stands up to 14 million whereas still total cable TV households subscriber number is 75 million. When satellite television first hit the market, home dishes were expensive metal units that took a huge of yard space. In these early years, only the most die-hard TV fans would go through all the hassle and expense of putting in their own dish. Satellite TV was a lot harder to get than cable TV. India currently has six major satellite television service providers and a total over 20 million subscriber households in 2010. Dish TV, Tata Sky, Sun Direct DTH, Reliance BIG TV, Airtel Digital TV and the public sector DD Direct Plus. As of 2010, India has the most competitive Direct-broadcast satellite market with 7 operators. The available opportunity today is huge considering the fact that India has an existing population of 225 million TV households out

of which 130 million are Cable serviced households and 20 Million are Satellite television serviced households. Subscribers in the country currently have to pay for installation each time they switch their Satellite television service providers. The major satellite TV companies are luring in more consumers every day with movies, sporting events and news from around the world and the promise of movie-quality picture and sound. India is set to overtake the USA as the worlds largest Direct-broadcast satellite market by 2012.

1.3. COMPANIES INTRODUCTION 1.3.1. DISH TV

Dishtv is a division of Zee Network Enterprise (Essel Group Venture). Headquarters is at Noida, India.Dish Tv's managing director and Head Of Business is Jawahar Goel who is also the promoter of Essel Group and is also the President of Indian Broadcasting Foundation. EGV has national and global presence with business interests in media programming, broadcasting & distribution, specialty packaging and entertainment. Zee Network incorporated Dishtv to modernize TV viewing. Dishtv is Indias first direct to home (DTH) entertainment service, using MPEG-2 digital compression technology, transmitting using NSS Satellite at 95.0.. By digitalizing Indian entertainment, this enterprise brought best television viewing technology to the living room. It not only transmits high quality programmes through satellite; but also gives a complete control of selecting channels and paying for them. It promises to change the experience of TV viewing with its uninterrupted transmission service. To experience the new life breathing in television technology, Dishtv extends high quality broadcast and thorough entertainment. Dish TV also provides mobile satellite TV on vehicles, trains, aircrafts. Dish TV was only satellite television operator in India to carry the two Turner channels, Turner Classic Movies and Boomerang. Both the

channels were removed from the platform due to unknown reasons in March 2009. In October 2010, Dish TV added the long awaited Neo Sports and Neo Cricket on its platform. Features The exceptional digital and direct-to-home transmission ensures to watch all favorite programmes in true DVD quality. The Direct-to-Home satellite transmission treats all ears to a true theatre experience by providing awesome stereophonic sound. DISHTVS Instaflip technology helps in changing channels quickly and conveniently.

1.3.2. TATA SKY

Tata Sky is a satellite television provider in India, using MPEG-2 digital compression technology, transmitting using INSAT 4A at 83.0E. It is a joint venture between the Tata Group, that owns 80% and STAR Group that owns a 20% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. Headquarters is at Mumbai, India. It currently offers close to 196 channels (as of December 2010) and some interactive ones; this count includes some numbers off HD channels offered by Tata Sky (as Tata Sky-HD) and interactive services also. The company uses the Sky brand owned by British Sky Broadcasting. In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback control keys and is being sold with special offers for existing subscribers. In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 75%.

STARs parent company, News Corporation, owns an International group of DTH businesses that include Sky Italia in Italy and Foxtel in Australia. 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 programme while watching another, pause, fast-forward and rewind a live telecast and review a TV programme. Also Tata Sky+ provides service using MPEG-4 digital compression technology. 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 (upscaled 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. Features DVD Quality Picture and sound over 171 TV channels and services in DVD quality picture and CD quality sound. Customer care service with 11 languages and support 24x7. Parental Control regulate what children watch on television by locking movies based on the ratings provided by the channel or by locking the entire channel. Search and scan Banner find out what is playing on another channel without changing the channel you are watching.

1.3.3 SUN DIRECT

Sun Network is an Indian media company based in Chennai, Tamil Nadu, India. It has been named as Asia Pacific & South Asia's most profitable media corporations and the largest TV network. Established in may 14 1992, it created and owns a variety of television channels and radio stations in Tamil, Telugu, Malayalam language, Kannada and Bengali languages covering the Indian states of Tamil Nadu, Andhra Pradesh, Kerala and Karnataka. Its flagship channel is Sun TV which was the first fully privately owned Tamil channel in India when it emerged. Its serials and soaps have generated the maximum TRP for viewership all over India, making it the most popular network of channels in India. The company is owned by Kalanidhi Maran, who is the chairman and managing director who was recently awarded the CNBC Business Excellence Award in 2005. Sun Network had recently begun film distribution and production through Sun Pictures. The companys reported revenue in the December quarter increased by 51% over the same period last year to about Rs600 crore. Sun Direct spread rapidly all over the country owing to lowest pricing of any Satellite television services in India. In December 2009, Sun Direct was launched in Mumbai, Countrys finncial capital and announced its pan India launch. By 2009, it became one of the leading Satellite television service provider with 3 million subscribers. This makes it the second largest Satellite television provider of India. In April 2010, Sun Direct continued to be on the top charts of Satellite television service providers in India with 5.8 million subscribers and soon officially launched its HD service in India. Sun Direct HD Sun Direct is also the first to provide high-definition television services in India. It provided the HD beam from MEASAT 3 at 91.5.Starting with two HD channels (National

Geographic Channel HD and Tamil / Telugu HD Service).Now the HD beam is from INSAT-4B. It is the first DTH service provider to show IPL 3 in HD format and has tie up with SET MAX. Features: The exceptional digital and satellite transmission ensures to watch all favorite programmes in true DVD quality. The Sun direct transmission is a true theatre experience by providing awesome CD quality sound. Customer care services with 6 language and supports 24x7. Sun Direct offered subscribers a satellite dish and Set-top box for free and basic monthly plan as low as 75(approximately). Currently basic monthly plan costs Rs 110. Installation charges-Rs499, free subscription for 5 months.

1.3.4. RELIANCE BIG TV

Reliance BIG TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani, the Indian business tycoon and owned by his son Anil Ambani. BIG TV started operations from 19 August 2008 with the slogan "TV ho Toh BIG Ho" ("If you have a TV, make it BIG"), with the sole aim of providing the consumer with quality and enriched home entertainment service at value-driven pricing. When Reliance BIG TV was launched, the overall DTH penetration was just about 4 million households. It is the 5th Satellite television service launched in India. Reliance BIG TV's launch in August was probably the biggest roll-out in home entertainment ever. They deployed the most advanced MPEG4 technology that enabled them to deliver best quality digital audio-video to the consumer. The MPEG4 technology also gave them advantage of broadcasting at least 50% more channels compared to the competitors.

Features: It is the first Pan-India DTH provider that uses MPEG-4 for broadcasting. There are also plans to introduce services like i-Stock, i-News and other such interactive services in the future. It currently offers close to 240 channels and many interactive ones, 32 cinema halls (i.e. Pay Per View Cinema Channels) as well as many Radio channels. The company plans to increase the number of channels in the near future to 400 and begin High Definition (HD) broadcast. Reliance BIG TV's retailer network is spread across 100,000 outlets in 6,500 towns in India. Reliance BIG TV introduced the unique concept of Subscriber-Video-On-Demand (SVOD) under which the subscriber paid a monthly subscription to get a 24 x 7 access to the 21 PPV channels showing Hindi and Regional Films. They were also the first to introduce dedicated PPV channels for Marathi, Gujarati and Bhojpuri films. Installation charges-Rs1,790, free subscription for 3 months. Can watch 12 channels at a time on single screen.

1.3.5. AIRTEL DIGITAL TV

Airtel Digital TV is the brand name for Bharti Airtel's satellite television service in India. 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. Bharti Airtel limited is leading global telecommunications company with operations in19 countries across Asia and Africa. The company offers mobile voice and data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national and international long distance services to carriers. As Indias leading telecommunication company,

the Airtel brand has played the role of a major catalyst in Indias 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. It currently has over 4.2 million subscribers. Airtel digital TV service was launched on 8 October 2008, witnessed 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 and also can choose the best movies of the world, listen to radio, play games, along with a host of other Interactive features. Airtel digital TV on October 2010 launched a new way for people to enjoy live TV on the move, in form of in-bus entertainment. A multi TV screen Mobile Vehicle DTH solution with installation of its connections in RSTC Super Luxury Volvo buses plying on Delhi-Jaipur Highway. Features: Universal remote manage both TV and set top box with a single remote. Airtel digital TV offers an exceptional viewing experience with the MPEG4 DVB-S2 technology. An exclusive and revolutionary feature, it guarantees unmatched picture quality and sound. 10 channels on worldspace radio that offer the best music on air, all without even buying a separate receiver. All the programme information are on the Multilingual Electronic programme Guide. Simple and easy to use. Sleek and stylish set top box make it more than pleasing to the eye, giving it a glamorous feel. Low Battery Indicator shows warning signal on the universal remote when the battery is low. The subscriber has to pay a minimum charge of Rs150 plus service tax if they choose for a la carte option.

Digital TV recorder A premium DVR Digital Video Recorder allows recording of live TV on a 160 GB hard disk with MPEG 4 picture clarity. This DVR is also HD ready(576p) and will receive HD channels and Airtel is providing HD top up for DVR customers. Digital TV HD Airtel digital TV HD provides channels in their native resolution of 1080i or 720p with 16:9 aspect ratio. The STB is compatible with 7.1 CH Dolby digital Plus surround sound as well and is in fact the first HD STB in India to be compliant with Dolby digital. Installation chargesRs1,750, free for 3 months.

1.3.6. DD DIRECT+

DD Direct+ is a free Direct to Home (DTH) service that provides satellite television and audio programming to households and businesses in the Indian subcontinent. Owned by parent company Doordarshan, DD Direct Plus was launched on December 16, 2004. The total capacity for DD Direct+ is 66 television (still 2 channels are empty) and 21 radio channels. Doordarshan, the national broadcaster in India, at present has a network of more than 1400 transmitters spread throughout the country and its signals are available to about 90% (DD1) and 43% (DD-News) population of country. The prime duty of any national public service broadcaster is to make the programmes of national importance available to all its people and nationals. It was estimated that the coverage of remaining 10 % population with terrestrial (single channel) broadcast would cost enormously. Besides that, setting up of terrestrial transmitters in the uncovered areas would have taken a number of years (10 to 15 years). Also,

10

operation of terrestrial transmission would have required a huge manpower (a few thousand persons). With the fast developments taking place in Satellite Broadcasting, it is but natural that Doordarshan has also come up with an alternative to get the required reach with an alternate technology option Ku-band broadcasting which is envisaged for the coverage of remaining population. This is a much cheaper and economical option as compared to the coverage through Terrestrial transmitters. Ku-band transmission will provide coverage in all uncovered areas including remote, border, tribal, hilly and inaccessible areas in one go within a short time. With this coverage, the national broadcaster proposes to meet its obligation of covering the whole nation and its people not only with national channels, but also make available popular Doordarshan and some other free-to-air channels on its platform. In order to meet its obligations, it has also been decided that 10,000 receive systems (Dish and Set Top Box) would be provided free of cost at public institutions like Anganwadis, Schools, Public Health Centres, Panchayats, Youth Clubs, Cooperative Societies etc. in the uncovered areas.It may be pertinent to mention here that incidentally Doordarshan would be starting DTH service with Ku band broadcasting as not only uncovered areas are covered with its commencement, but also the whole country gets multichannel service in one stroke. The signal will be available at each home directly without the use of any cable etc. and one will be able to receive the programmes with the help of a small Receive segment.This platform has been named as DD DIRECT+. Presently the DD DIRECT+ is envisaged to telecast 50 free-to-air TV channels (containing both Doordarshan and private channels) Satellite Earth Station for uplink of signals has been setup at Delhi. Honorable Prime Minister of India inaugurated the service on 16/12/2004. The high power Ku-band transponders of Indian Satellite INSAT-4B at 93.5 E are being used for hosting the DD DIRECT+ services.

11

CHAPTER II
2.1. STATEMENT OF THE PROBLEM: Television is a medium thats small physically, large otherwise with 130 million Tv households in India, its reach and impact is phenomenal. Though satellite television technology is still evolving, it has already become a popular choice for many television viewers as it opened an option for consumers to obtain television channels without any intermediaries. From just one satellite channel in 1992, here are about 417 satellite channels in less than two decades. Many satellite television providers select programs and broad casts them to subscribers as a set package. Basically, the providers goal is to bring dozens or even hundreds of channels to the customers television in a form that approximates the competition from cable TV unlike earlier programming, the providers broadcast is completely digital, which means it has high picture and stereo sound quality . Satellite television assures the service providers that only authorized, paying subscribers have access to Pay TV content but at the same time can allow free-toair(FTA) channels to be viewed even by the people with standard equipment available in the market. Indian Satellite television is going through a stiff competition and interesting phase by the Satellite television providers such as Dish TV, Tatasky, Sun Direct, Airtel digital TV, Big TV and DD Direct+. Thus, an attempt has been made by the researcher to study the consumers satisfaction towards Satellite television in Madurai city.

2.2.REVIEW OF LITERATURE: The review of literature plays a crucial role in any research. Review of literature is done extensively with the aim of obtaining detailed knowledge of the topic being studied. Ms. Jannet of Madurai Kamaraj University in the year 1999-2000, in her study on Consumers preferences towards television has concluded that Majority of people prefer television as it is considered as major entertainment and news informers in todays world. A study entitled Comparative study on Tata sky and Dish Tv which has been done by Ms. S.Neelam Jain and Ms.M.Khushbu Jain of Lady Doak college, Madurai, 2009. This study reveals even though Tata sky is better in quality when comparing to improve its services by overcoming its limitations. Dish TV, it has to

12

 An article published in the magazine India Today titled More Bark, More Byte, December 2009 edition, written by Asha Kasbekar, reports Uniquely in India, satellite television is delivered by cable. With dodgy accounting and unverifiable subscription figures from cablewallahs, media companies depend on advertising for their revenues. It is estimated that around 70 per cent of a channels revenues emanate from advertising with just 30 per cent from subscriptions. A Study entitled Consumers attitude towards DTH services in Madurai city done by Ms. S.Sarasu of Lady Doak college, Madurai,2010, has concluded that the availability and affordability are going to be the challenges for DTH industrys growth in India. An article published in the Journal Marketing mind December 2010 edition, reports The Hindustan Times- MaRs consumer satisfaction survey on Indias favorite DTH operators revealed that Tata sky emerged as the countrys favorite DTH operator followed by Bharti Airtel and Big Tv in second and third positions respectively. Tatasky was leading in buying experience, audio and video quality, channel choices and features and interaction with service persons.

2.3. SCOPE OF THE STUDY: The study deals with consumers satisfaction towards satellite television in Madurai city. Customer satisfaction has become a crucial point of differentiation in the entertainment field, especially in countries like India, where competition is very fierce. Customer expectations always move upward and it is only the satisfied customers who are more likely to remain loyal in the long run.

2.3. OBJECTIVES OF THE STUDY: The objectives of the study are as follows: To study the level of awareness among the people about the Satellite televisions. To evaluate the factors influencing the user to avail the Satellite television connection. To analyze the satisfaction level among the users about the transmission of Satellite televisions. To analyze the problems faced by using Satellite televisions. To offer suitable suggestions based on the findings.

13

2.4. METHODOLOGY: This study is based on descriptive and analytical in nature. The descriptive part of the study is based on Secondary data collected from journals, books, websites, etc. The analytical part of the study is based on primary data collected from the consumers through questionnaire method.

2.5. SAMPLE DESIGN: The preference of all people in Madurai cannot be arrest by an exhaustive study within the available time and cost. A sample size of 100 is selected for the study.

2.6. SAMPLING TECHNIQUE: Convenience sampling method is adopted. Under this method the samples are selected according to the convenience of the researchers.

2.7. TOOLS OF DATA COLLECTION: The data used are both primary and secondary data. Primary data are collected from customers/users of Satellite television through questionnaire method and secondary data is collected from websites, books and journals.

2.7. TOOLS OF ANALYSIS: The following statistical tools and analysis have been employed at appropriate place in order to arrive at meaningful conclusion and to make generalization on the basis of the result of this sample study:- Diagrammatic representation, Percentage analysis, Ranking , Liker Scaling and Chi-square test were used to find out the satisfaction level.

2.8. LIMITATION: Wider application of the suggestions may not be possible, because the study covers only Madurai city. The personal bias of the respondents might have an impact on the data collected as the respondents answer to the questions. The data is subjected to the technical soundness of the respondent.

14

CHAPTER III
ANALYSIS AND INTERPRETATION

3.1. INTRODUCTION: The sources of information and the method of collecting the data are the two important things in the collection of data. Sources of data can be primary or secondary. Primary sources include the original documents i.e. the first reporting of facts while secondary sources are facts from primary sources. Analysis and interpretation means mass data need to be reduced to meaningful number by using various statistical devices. Interpretation is the task of drawing conclusions and inference from a careful analysis of data. This chapter discloses all data collected through questionnaire from 100 respondents. The statistical tools like percentage analysis, pie charts, bar figure and chi-square test are employed for analyzing the collected data.

15

3.2. Age wise classification of the respondents Age is an important factor because the needs, desires and expectations differ highly depending on the age group. Table 3.1 Age wise classification

Age

No. Of Respondents 8 27 22 43 100

Percentage (%) 8 27 22 43 100

Below 20 years 20-30 years 30-40 years Above 40 years Total Source: Primary data

16

Figure 3.1 Age wise classification

27% 8% 22%
Below 20 years 20-30 years

30-40 years
Above 40 years

43%

Source: Primary data The table 3.1 and figure 3.1 reveals the age group of the respondents of Satellite television service users. 43% of the respondents belong to the age group above 40 years. 8% of the respondents belong to the age group below 20years. The age groups of above 40years are more interested in viewing Satellite television compared to other age groups.

17

3.3. Gender wise classification: The respondents who had filled questionnaire include both male and female. Table 3.2 Gender wise classification

Gender

No. Of Respondents

Percentage (%)

Male Female Total Source: Primary data

41 59 100

41 59 100

Figure 3.2 Gender wise classification

60% 50%

59% 41%

Percentage(%)

40% 30% 20% 10% 0%

Male

Female Gender

Source: Primary data Table 3.2 and Figure 3.2 reveals that, 41% of the respondents are Male and 59% of the respondents are Female. Female are much interested in viewing Satellite television than Male.

18

3.4. Type of Family Family type forms an important factor in case of buying. Table 3.4 Classification of type of Family Type of Family No. of Respondents Percentage (%) Joint Family Nuclear Family Total Source: Primary data 14 86 100 14 86 100

Figure 3.4 Classification of type of Family

86%
Joint Family

14%

Nuclear Family

Source: Primary data It is evident from the Table 3.4and Figure 3.4 that, Nuclear family dominates the society in viewing Satellite television with 86%, whereas Joint family is only 14%.

19

3.5. Number of Family members The buying tendency of any product depends upon the family members. Table 3.5 Classification of number of members in the family No. of Family members No. of Respondents Percentage (%) Below 3 members 3-5 members 5-7 members Above 7 members Total Source: Primary data 5 81 8 6 100 5 81 8 6 100

20

Figure 3.5 Classification of number of members in the family

90% 80% 70% 60%

81%

Percentage(%)

50% 40% 30% 20% 10% 0%

5%
Below 3 members 3-5 members

8%
5-7 members

6%
Above 7 members

No. of family members Source: Primary Data From the Table 3.5 and Figure 3.5 depicts that Family having 3-5 members, remained the highest percentage in availing Satellite television service connection with 81%. At the same time family having below 3 members, remained the least percentage in availing Satellite television service connection with 5%.

21

3.6. Awareness of Satellite television Without sufficient awareness about any product a customer cannot buy according to his needs. Hence, analysis about the awareness of the product considered necessary. Table 3.6 Awareness of Satellite television Satellite television No. of Respondents Percentage (%) Aware Not aware Total Source: Primary data Figure 3.6 Awareness of Satellite television 100 _ 100 100 _ 100

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

100%

Percentage

0%

Aware

Not aware
Level of awareness

Source: Primary Data From the Table 3.6 and Figure 3.6 it is evident that, 100% of the respondents, who view television, have awareness about Satellite television network.

22

3.7. Source of information Any products or service are purchased by the user on the basis of information obtained by them. Information about any product is obtained from various sources. Hence, source of information is also considered very important. Table 3.7 Source of information Source of Information No. of Respondents Percentage (%) Through Advertisement Through Neighbours Through friends & Relatives Total Source: Primary data 71 11 18 100 71 11 18 100

23

Figure 3.7 Source of Information

0.8 0.7 0.6

71%

Percentage

0.5 0.4 0.3

18%
0.2 0.1

11% 0%

Through Advertisement Through Neighbours Friends & RelativesOthers Through

Source of Information Source: Primary Data From the table3.7 and Figure 3.7 depicts that 71% of the respondents came to know about Satellite television service through advertisement and 11% of the respondents through neighbours. It is evident from this that the advertisement media plays an vital role in making awareness among the television viewers.

24

3.8. Factors influencing to buy There are many factors which influence the user to buy any products/services. Table 3.8 Factors influencing to buy Factors Brand Name Price Signal Clarity Features Service Care Advertisement Curiosity to try new Source: Primary Data Score 460 507 468 399 342 409 215 Rank III I II V VI IV VII

25

Figure 3.8 Factors influencing to buy

Brand Name Price Signal Clarity Features Service Care Advertisement Curiosity to try new 0 1 2 3

III I II V VI

Factors

IV
VII
4 5 6 7 8

Rank Source: Primary Data Table 3.8 and Figure 3.8 states that Price is ranked first, since it is economical to all income groups, the second and third to follow is the Signal clarity and the Brand name respectively are the factors which influenced the customers to avail the particular brand of Satellite television.

26

3.9. Reasons for availing Satellite television network Reason for availing Satellite television connection depends upon the expectation and need of the customer. Table 3.9 Reasons for availing Satellite television network Reason No. of Respondents Percentage (%) Telecast quality Audio and Video Clarity Economical Selectable Channel package Extra features All Total Source: Primary Data 7 21 23 10 5 34 100 7 21 23 10 5 34 100

27

Figure 3.9 Reasons for availing Satellite television network

7%
Telecast Quality

34%

21%

Audio Clarity Economical Selectable channel package Extra featurs

5%
10%

All

23%

Source: Primary Data From the Table 3.9 and Figure 3.9 it is clear that 34% of the respondents kept all the reasons in the mind and have availed the Satellite television network. 7% of the respondents are least bothered about the telecast quality as a reason for availing Satellite television network.

28

3.10. Brands of Satellite television service connection At present there are different brands available in the Satellite television service industry, which allow the consumers to prefer one brand over another. Table 3.10 Satellite television service brands Brands No. of Respondents Percentage (%) Big TV Sun Direct Tata Sky Dish TV DD Direct + Airtel Digital TV Total Source: Primary data 13 32 12 11 15 17 100 13 32 12 11 15 17 100

29

Figure 3.10 Brands of Satellite television service

0.35 0.3 0.25

32%

Percentage

0.2 0.15 0.1 0.05 0

13%

15% 12% 11%

17%

Big TV

Sun Direct

Tata Sky Dish TV

DD Direct+

Airtel Digital TV

Brands of Satellite television service Source: Primary Data It is inferred from the Table 3.10 that 32% of the respondents using Sun Direct, which is the highest compared to other brands. Airtel Digital TV, is next to Sun Direct with 17%, followed by DD Direct+ with 15%. Dish TV has the lowest percentage of respondents using it with 11%.

30

3.11. Number of Connection The number of connection depicts the attitude of the consumer towards the services offered by the Satellite television service. Table 3.11 Number of Connection No. of Connection No. of Respondents Percentage (%) Only one Two More than Two Total Source: Primary Data 82 15 3 100 82 15 3 100

31

Figure 3.11 Number of connection

3% 15%
Only One Two

82%

More than Two

Source: Primary data Table 3.11 and Figure 3.11 states that 82% of the respondents preferred to have only one connection. Only 3% of the respondents preferred to have more than two Satellite television service connections.

32

3.12. Period of Payment Consumers recharge their package depending on their ways of usage. Table 3.12 Period of Payment Payment Period No. of Respondents Percentage (%) Monthly payment Quarterly payment Yearly payment Total Source: Primary data 34 25 41 100 34 25 41 100

33

Figure 3.12 Period of Payment

45% 40% 35%

41%
34% 25%

Percentage

30% 25% 20% 15% 10% 5% 0%

Monthly payment

Quarterly payment Payment period

Yearly payment

Source: Primary data Table 3.12 and Figure 3.12 reveals that, 41% of the respondents prefer to recharge their package yearly, 34% of the respondents prefer to recharge their package monthly, 25% of the respondents prefer to recharge quarterly. Majority of the users feel convenient to recharge yearly than monthly and quarterly recharge.

34

3.13. Position of Satellite television service brands Ranking of different brand is important to know the position of the particular brand in the market. Table 3.13 Position of Satellite television service brands Brands DD Direct + Sun Direct Dish TV Big TV Tata Sky Airtel Digital TV Source: Primary data Score 230 466 319 334 392 359 Rank V I VI IV II III

35

Figure 3.13 Position of Satellite television service brands

7 6 5

VI V IV III II I

Ranks

4 3 2 1 0 DD Direct+ Sun Direct Dish TV

Big TV

Tata Sky

Airtel Digital TV

Satellite television service brands Source: Primary Data It is clear from the Table 3.13 and Figure 3.13 that Sun Direct ranks first with high score of 466. Tata Sky ranks second with the score of 392. Airtel Digital TV ranks third with the score of 359. This shows Sun Direct is been the choice of majority of the Satellite television users.

36

3.14. Preference towards channel package system Various common package systems are made available to the users by the Satellite television service providing company. Table 3.14 Preference towards channel package system Channel package No. of Respondents Percentage (%) Language/Regional channels Sports channels Edutainment channels News channels Total Source: Primary Data 36 36

25 28 11 100

25 28 11 100

37

Figure 3.14 Preference towards channel package system

Language/Regional channels Channel package system

36% 25% 28% 11%

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

Sports channels

Edutainment channels

News channels

Percentage Source: Primary Data It is inferred from the Table 3.14 and Figure 3.14, 36% of the respondents prefer for Language/Regional channels package. 28% of the respondents prefer for Edutainment channel package. 25% of the respondents prefer for Sports channel Package. 11% of the respondents prefer for News channel package. This shows people give more importance to language as they feel more comfortable in viewing their language/regional channels and they also prefer Edutainment channel package so as to gain information along with entertainment.

38

3.15. Price charged Price is important for purchasing any product or service. Price play vital role in decision making regarding the purchase of the product or service. Table 3.15 Price charged Price charged No. of Respondents Percentage (%) High Medium Low Total Source: Primary data 22 65 13 100 22 65 13 100

39

Figure 3.15 Price charged

0.7 0.6 0.5 65%

Percentage

0.4 0.3 22% 0.2 13% 0.1 0

High

Medium Level of price charged

Low

Source: Primary data It is clear from the Table 3.15 and Figure 3.15 that 65% of the respondents have opinion about the price is medium where as only 13% of the respondents feel that price is low. 22% of the respondents feel that the price is high. The respondents has availed the Satellite television service network as they feel that the price charged by the Satellite television service providers is medium.

40

3.16. Usage of the brand in future Potential customers who are satisfied with the present brand will continue the same brand in the future. Table 3.16 Usage of the brand in future Usage of the brand in future Continue Discontinue Total Source: Primary data No. of Respondents Percentage (%) 74 26 100

74 26 100

Figure 3.16 Usage of the brand in future

26%
Continue

74%

Discontinue

Source: Primary data It is evident from the Table 3.16 and Figure 3.16 that 74% of the respondents continue to prefer the same brand in the future as they are satisfied with the present brand. Whereas, 26% of the respondents do not prefer to continue the same brand in the future.

41

CHAPTER IV
FINDINGS, SUGGESSTIONS AND CONCLUSIONS

4.1 FINDINGS 43% of the respondents belonging to the age group above 40 years are more interested in viewing satellite television. 8% of the respondents belonging to the age group below 20 years interested in viewing Satellite television. 59% of the female respondents are much interested in viewing Satellite television. 26% of the male respondents are interested in viewing Satellite television. 86% of the respondents are from nuclear family. 14% of the respondents are from Joint family. 81% of the respondents are from family having 3-5 members. 5% of the respondents are from family having below 3 members. 100% of the respondents have awareness about Satellite television service. 71% of the respondents feel advertisement plays a major role in providing information about Satellite television service. 11% of the respondents came to know about Satellite television network through neighbours. 24% of the Satellite television service users are Post graduates. 7% of the Satellite television service users are illiterate. 7% of the respondents are least bothered about the telecast quality as a reason for availing Satellite television network. 32% of the respondents are presently using Sun Direct. 11% of the respondents are presently using Dish TV. 82% of the respondents preferred to have only one connection. 3% of the respondents preferred to have more than two Satellite television service connections. 41% of the respondents prefer to recharge their package yearly. 25% of the respondents prefer to recharge their package quarterly. 36% of the respondents prefer language/Regional channel package.

42

11% of the respondents prefer News channel packages. 65% of the respondents have opinion about the price is medium. 13% of the respondents feel that price is low. 74% of the respondents continue to prefer the same brand in the future. 26% of the respondents do not prefer to continue the same brand in the future.

43

4.2. SUGGESTIONS: Installation charges also includes the hidden cost of free dish, set top box, and the remote. Though it is not exclusively for the higher income groups, but its price may divert people to look for other options. People prefer not to miss their favorite programmes during the rainy season also, therefore new technology can be introduced to solve the problem of transmission. Less awareness is prevailing among the users of Satellite television about the interactive channels and extra facilities offered by the Satellite television service providers. Customers complaints must be attended properly within a week. To improve the sales promotion or count, extend the period of free service, encouraging new distributors, taking the feed backs from the customer in a positive way.

44

4.3 CONCLUSIONS Television metrics in India have gone through several phases. Satellite television has introduced the next level of viewing television with its picture clarity and audio clarity. Number of channel packages is available to the Satellite television users to choose according to their needs, taste and preference. No more Satellite televisions are considered as luxury product. All income level of the user can afford to it as the Satellite television companies have entered into the price wars. Satellite television companies offer their product at competitive price which is a benefit to the users. Customers are very much comfortable with yearly payment. In case of yearly payment an alert message must be given to the customer at least twice so as to remind the customer before terminating the service. The problem should be overcome so as to have the same level of viewers/users during any season.

45

CHAPTER V
BIBLIOGRAPHY

Books: Michael R.Solomon, Consumer

th

behavior-

Buyer,

having

&being,

Pearson/Percenpice Hall publisher,6 edition, 2003. Roger G.Blackwell, Paul W.Miniod, James consumer behavior, 9th edition, South western college publisher, 2006. Kothari, C.R., Research Methodology-Methods and Techniques, New Age International Publishers, New Delhi, 2008. R.S.N Pillai Bhagavathi, Modern Marketing Principles and Practices, Sultan Chand & Son, New Delhi, 2004. Rajan Saxena, Marketing Management, Vikas publishing house, 2007. Websites: http://teck.in/dth-in-india.com http://www.indian-voice-overs.com http://indiahometips/dth-planguide.com http://www.businessworld.in http://www.money.rediff.com http://en.wikipedia.org http://www.wisegeek.com http://www.indiatoday.in

46

A Study on Consumer Satisfaction towards Satellite Television in Madurai city. Questionnaire

Dear respondent, I A.MARTIN pursuing II MBA in VELAMMAL COLLEGE, Madurai have undertaken Consumer Satisfaction towards Satellite Television in Madurai city as a part of my academic requirement of degree of Bachelor of Commerce. So, I request you to fill the following questions and I assure that the information given by you will be used only for academic purpose and will be kept highly confidential.

1. 1. Name of the respondent (optional) 2. Age

______________________________ Below 20years 30-40years 20-30years above 40years

3. Gender 4. Occupation

Male Student Professionals

Female Business Home maker

Government employee Private employee Others, Specify_______________________

5. Family Income(per month)

Less than RS.10,000 Rs.20,001-Rs.30,000

Rs.10,000-RS.20,000 More than Rs30,000

47

6. Educational Qualification

SSLC Under graduate

HSLC Post graduate

7. Type of Family

Joint family

Nuclear family

8. No. of family members

Below 3 members 5-7 members

3-5 members Above 7 members

9. Are you aware of Satellite Television? Yes No

If Yes, how do you come to know? Through Advertisement Through friends & Relatives Through Neighbours Others, Specify________________

10. Which Brand of Satellite Television you are presently using? Big TV Dish TV Sun Direct DD Direct+ Tata Sky Airtel Digital TV

11. According to your preference, Rank (1-7) the following factors which influenced you to avail the particular brand? Brand Name Service care Price Advertisement Features Curiosity to try new Signal Clarity

48

12. How long you have been availed Satellite Television connection to your home? Less than 1 year 2-3 years More than 3years

13. What are the reasons for getting Satellite Television connection? Telecast Quality Selectable Channel package Audio & Video Clarity Extra features Economical All

14. Please put a ( ) tick mark on the level of your Satisfaction towards Satellite Television. HS - Highly Satisfied DS Dissatisfied S Satisfied HDS Highly Dissatisfied N Neutral

Satisfaction Level Duration for ordering and setting up of Satellite Television is Installation charges of Satellite Television

HS

DS

HDS

incurred by me is Subscription fee offered by the Satellite

Television providers is Channel Package of the Satellite Television providers is Picture clarity of the Satellite Television is Sound clarity of the Satellite Television is Maintenance charges of Satellite Television is Life span of Dish antenna & Setup box of Satellite Television to me is Size of the Satellite television I use like Set top

49

box, Dish is Manual operation of the Satellite Television to me is Live telecast service provided by the Satellite Television service lenders to me is After sales service rendered by Satellite

Television service providers to me is Cost of additional channels offered by Satellite Television service providers is Service recovery of Satellite Television during breakdown due to bad weather is Extra features like games, Radio channels, Movie on demand available from the Satellite Television providers to me is The availability of brand dealers in my locality is Festival/Seasonal offers offered by the Satellite Television providers is Time taken to respond to my complaints by the Satellite Television service providers is Customer care service rendered by the Satellite Television provider is

15. How many connections do you have ? Only one Two More than Two

16. Mention the period of payment.

Monthly Payment

Quarterly Payment

Yearly Payment

50

17.

According to your opinion, Rank (1-6) the Satellite Television brands: DD Direct+ Big TV Sun Direct Tata Sky Dish TV Airtel Digital TV

18. Which kind of channel package system do you prefer the most ? Language/Regional channels Edutainment channels News channels All Sports channels

19. Are you provided by any extra service facilities by the Satellite Television service providers? Yes No

If Yes, then what kind of services are provided. Movie on demand Live telecast Games facility Extra Radio channels

Extra News & Edutainment channels

20. How do you feel about the price charged for the Satellite Television service connection?

High

Medium

Low

21.

During which season do you experience more problem in Satellite Television services?

Autumn

Rainy

Winter

51

22.

Will you continue the same brand in the future?

Yes

No

23. Will you recommend/Suggest to others to buy the particular brand of Satellite Television?

Yes

No

24. Suggestions, If any :

THANK YOU

52