MKTG to Study the Post Purchase Dissonance of Customer Towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun

7/28/2019 MKTG to Study the Post Purchase Dissonance of Customer Towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti

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RESEARCH PROJECT

ON

To Study the Post Purchase Dissonance of Customer towards

DTH Service (Dish TV,Tata Sky, Big TV, Bharti Airtel , Sun

Direct)

SUBMITTED IN PARTIAL FULFILLMENT OF

DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION

SESSION (2009-2011)

PAPER CODE-(CP-402)

SUBMITTED TO: SUBMITTED BY:

SHILPA CHOPRA BIRENDER

ASSISTANT PROFESSOR MBA 4th SEM

SUBMITTED TO

ICL INSTITUTE OF ENGINEERING AND TECHNOLOGY

SOUNTLI

(KURUKSHETRA UNIVERSITY, KURUKSHETRA)


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ACKNOWLEDGEMENT

Gratitude is the hardest of emotions to express and one often does not find adequate words to

convey what one feels and trying to express it

The present project file is an amalgamated of various thoughts and experiences .The successful

completion of this project report would have not been possible without the help and guidance of

number of people and specially to my project guide .I take this opportunity to thank all those

who have directly and indirectly inspired, directed and helped me towards successful completion

of this project report.

I am also immensely indebted to my project guide, Ms. SHILPA CHOPRA Assistant

Professor for his illumining observation, encouraging suggestions and constructive criticisms,

which have helped me in completing this research project successfully.

There are several other people who also deserve much more than a mere acknowledgement at

their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and

cooperation intended to me by them.

BIRENDER


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PREFACE

Research Project is the bridge for a student that takes him from his theoretical knowledge world

to practical industry world. The main purpose of it is to expose for industrial and businessenvironment, which cannot be possible in the classroom.

The advantages of this sort of integration, which promotes guided to corporate culture,

functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical.

2) To install the feeling of belongingness and acceptance.

3) To help the student to develop the better understanding of the concept and questions

already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the. To Study the Post Purchase

Dissonance of Customer towards DTH Service (Dish TV,Tata Sky, Big

TV, Bharti Airtel , Sun Direct) The research is definitely going to play an important

role in developing an aptitude for hard self-confidence.


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DECLARATION

I hereby declare that, the project entitled To Study the Post Purchase

Dissonance of Customer towards DTH Service (Dish TV, Tata Sky,

Big TV, Bharti Airtel , Sun Direct)assigned to me for the partial fulfilment of

MBA degree from Kurukshetra University, Kurukshetra. The work is originally completed by

me and the information provided in the study is authentic to the best of my knowledge.

This study has not been submitted to any other institution or university for the award of any otherdegree.

BIRENDER

MBA 4

th

SEM


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CERTIFICATE

This is to certify that BIRENDERhas completed the project entitled To Study the Post

Purchase Dissonance of Customer towards DTH Service (Dish TV,

Tata Sky, Big TV, Bharti Airtel , Sun Direct)under my supervision. To the

best of my knowledge, the report consists of result of the empirical study conducted by the

student. In my opinion, the work is of requisite standard expected of an MBA student. Therefore,

I recommend the same to be sent for evaluation.

SHILPA CHOPRA

Assistant Professor


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Table of Contents

Chapter

No.

TITLE

1 INTRODUCTION:-INTRODUCTION OF COMPANIES:-

( Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)

2 REVIEW OF LITERATURE.

3 OBJECTIVES OF STUDY

4 RESEARCH METHODOLOGY.

5 SWOT ANALYSIS

6 DATA ANALYSIS AND INTERPRETATION.

7 FINDINGS AND RECOMMENDATIONS.

8 LIMITATIONS OF THE STUDY.

.

9 CONCLUSIONBIBLIOGRAPHYANNEXURE


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chapter.1


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INTRODUCTION

What is DTH ?

DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite

programmes with a personal dish in an individual home.

DTH does away with the need for the local cable operator and puts the broadcaster directly in

touch with the consumer. Only cable operators can receive satellite programmes and they then

distribute them to individual homes.


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How does DTH work ?

A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators

and DTH receivers.

A DTH service provider has to lease Ku-band transponders from the satellite. The encoder

converts the audio, video and data signals into the digital format and the multiplexer mixes these

signals. At the user end, there will be a small dish antenna and set-top boxes to decode and view

numerous channels. On the user's end, receiving dishes can be as small as 45 cm in diameter.

DTH is an encrypted transmission that travels to the consumer directly through a satellite. DTH

transmission is received directly by the consumer at his end through the small dish antenna. A

set-top box, unlike the regular cable connection, decodes the encrypted transmission.

How does DTH really differ from cable TV ?

The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV

channels would be transmitted from the satellite to a small dish antenna mounted on the window

or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The

middlemen like local cable operators are not there in the picture.

DTH can also reach the remotest of areas since it does away with the intermediate step of a cableoperator and the wires (cables) that come from the cable operator to your house. As we explained

above, in DTH signals directly come from the satellite to your DTH dish.

Also, with DTH, a user can scan nearly 700 channels!


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Is DTH superior to cable TV ?

Yes. DTH offers better quality picture than cable TV. This is because cable TV in India is

analog. Despite digital transmission and reception, the cable transmission is still analog. DTH

offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission

and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows

for interactive TV services such as movie-on-demand, Internet access, video conferencing and e-

mail. But the thing that DTH has going for it is that the powerful broadcasting companies like

Star, Zee, etc are pushing for it.

What is the history of DTH in India ?

DTH services were first proposed in India in 1996. But they did not pass approval because there

were concerns over national security and a cultural invasion. In 1997, the government even

imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to

launch its DTH services in India.

Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations

in India within 12 months of getting a license. DTH licenses in India will cost $2.14 million and

will be valid for 10 years. The companies offering DTH service will have to have an Indian chief

and foreign equity has been capped at 49 per cent. There is no limit on the number of companies

that can apply for the DTH license.

Too many DTH players ?

There are roughly around 70-80 Lakh DTH subscribers in India as of now, bear in mind this is

just my own estimate though. Now this the foray of new features, new providers, new untapped

markets being opened up as well as new standards being set in the industry. DTH is here to stay.

The thing with the Indian market is, that there is just too much of a market in here. Lots of room

for more players as well, I can even go so far as to say that even if 10 more players get


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themselves in at this point, they would have enough market to carry on nicely. Even now, Dish

TV, Tata Sky,Big TV, Airtel Digital TV, Sun DTH etc. are operating quite well. market will

most likely go up over 3 Crore subscribers by 2012.

INTRODUCTION TO COMPANIES

Dish TV [Zee Group Company] Has a customer base of 4.4mn is the largest and oldest operator

in the DTH business in India

Anticipating a huge rise in demand for direct-to-home (DTH) service in the future, Dish

TV is planning to spend Rs 100-125 crore this year for marketing and promoting its brand in a

move to woo more customers.

The DTH industry is currently dominated by Dish TV, having a subscriber base of 3.5 million,

followed by Tata Sky and Sun TV. Major players like Bharti, Reliance and Videocon are also

planning their entry in to this sector soon.

The rise in future demand is due to the availability of 2,000 channels in the digital domain

compared to 60 channels in the analogue cable TV. The company has roped in celebrity star

Shah Rukh Khan as its brand ambassador.
http://www.saveondish.com/forum/dish-tv-india-f-2.htmlhttp://www.saveondish.com/forum/dish-tv-india-f-2.htmlhttp://www.saveondish.com/forum/tata-sky-f-3.htmlhttp://www.saveondish.com/forum/reliance-big-tv-dth-f-4.htmlhttp://www.saveondish.com/forum/airtel-digital-tv-f-14.htmlhttp://www.saveondish.com/forum/sun-direct-dth-by-sun-tv-f-13.htmlhttp://www.saveondish.com/forum/dish-tv-india-f-2.htmlhttp://www.saveondish.com/forum/dish-tv-india-f-2.htmlhttp://www.saveondish.com/forum/tata-sky-f-3.htmlhttp://www.saveondish.com/forum/reliance-big-tv-dth-f-4.htmlhttp://www.saveondish.com/forum/airtel-digital-tv-f-14.htmlhttp://www.saveondish.com/forum/sun-direct-dth-by-sun-tv-f-13.html


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With dishtv you can unleash the true potential of your high-end television set and complete

your TV viewing experience with true DVD quality. If you are a connoisseur of good sound then

make sure you experience true stereophonic sound effects, which only dishtv can bring to your

home.

Innovative Features of Dish TV-

dishtv takes television viewing to the next level as it supports various futuristic features like

Electronic Programme Guide, Parental Lock, Capacity up to 400 channels, Games,

Interactive TV, Movie on Demand etc.

dishtv also brings you exclusive National and International channels for the first time in India!

You can enjoy all of these never-seen -before channels in uninterrupted viewing without any

transmission cuts.

Brought to you by a Zee Network Enterprise, dishtv has changed the face of the Indian television

home, bringing it at par with the global entertainment industry.

MOVIE ON DEMAND

Now you get to make your own movie show timings. Watch the latest blockbusters anytime of

the day that you choose. Go on, stars are now on demand, bring them home when you want!

GAMING


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INTRODUCING BANKING INFO ON TELEVISION

Account

Loans/EMI Chart

Credit Card

Customer Care

SPORTS ACTIVE

With dish TVs 24x7 gaming portal, Games Active, don't just watch TV. Start playing on it. Any time of theday or night.

NEWS ACTIVE

dish TVs Active feature on Zee News gives you an option of choosing from 7 different genres

apart from the live news, Top stories, Weather, Sports, Crime, Special, Entertainment, Biz live.

Depending upon what you want to see, you can select the genre and scroll in to it at the press of a

button.

EPG

Electronic Programming Guide is an easy and friendly display of the programme schedules of all

channels. Not only is it loaded with amazing features, it also ensures that you never miss your

favourite programmes. Or have to open the paper to check the programme schedule. You can

also create lists of your favourite channels for quick access. All this and more at the press of a

single button.


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Inception and Heritage

Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky

endeavours to offer Indian viewers a world-class television viewing experience through its

satellite television service.

TATA Brand

The TATA Group is one of India's largest and most respected business conglomerates. It

comprises 93 operating companies in four business sectors: information systems and

communications, engineering, materials, services, energy, consumer products and chemicals.

The TATA Group has operations in more than 40 countries across six continents and its

companies export products and services to 140 nations. The Group and its enterprises have been

steadfast and distinctive in their adherence to business ethics and their commitment to corporate

social responsibility. This is a legacy that has earned the Group the trust of many millions of

stakeholders in a measure few business houses anywhere in the world can match.

SKY Brand

The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky

the reputation of more than 20 years experience of satellite broadcasting. SKY is well known for

the innovative products and services launched by BSkyB, such as DTH broadcasting in 1989,

digital satellite broadcasting in 1998, interactive television services in 1999 and the SKY+

personal video recorder in 2001. Tata Sky joins an international group of DTH businesses that

includes platforms as far apart as

the UK and Italy in Europe, and Mexico and Brazil in Latin America.

Value Added Features of TATA Sky36,38

Active Mall: Save time and money, shop on your TV!

Active Wiz kids: Make your child a genius

Active Stories: Enjoy your favourite story books on television


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Active Learning: Take daily quizzes covering Math, GK and Science on your television

Active Topper: Revise your Maths and Science syllabus on TV

Active Games: Interactive games for all ages

Active Darshan : Get 24x7 darshan of the following temples: Shirdi Sai Baba, Mumbais

SiddhiVinayak, ISKCON and Kashi Vishwanath

Active Sports: Turn your home into a mini stadium

Active Matrimony: No more visits to marriage bureaus or scanning through classifieds.

Active Cooking: Get your favourite recipes when you want

Active Astrology: Get daily astrology predictions, at the press of a button

Active STAR News: Go directly to your favourite news section

Showcase: Your private multiplex at home
http://www.tataskyplus.com/index.html


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

the play button.

Choose a programme in the Guide or search & scan banner to record, then press the record

button on your Tata Sky+ remote. With Tata Sky+ you can:

watch one live channel and record another live channelrecord two live channels and watch a previously recorded programmerecord two live channels and watch one of the channels being recordedset a series link for automatic recording

While watching TV, press rewind on your Tata Sky+ remote to Rewind Live TV. When you

reach the point till which you want to rewind, press play to resume playback.

Big TV DTH service of Reliance Communications is set for commercial launch in June and will

provide 250 TV channels and 16 on demand movies at an attractive price. Reliance

Communications already appointed channel partners and distributors for its DTH service. BigTV is now on testing stage in Mumbai and is providing 160 TV channels and 10 FM channels on

advanced MPEG-4 technology. MPEG-4 is a much advanced transmission compression

technology through which TV channels will be available with better sound and picture quality.


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BIGTVsubscribertarget:

Big TV wants to get 50% of new DTH customers and is investing Rs 1,000 crore in the initial

phase. Big TV is targeting 5 million subscribers within 3-4 years of its official launch. At

present, Big TV has 35,000 subscribers in Mumbai. Reliance Communications is also targeting

its 1.6 million PCO owners with attractive packages.

Reliance is excited to present the next landmark of TV entertainment in India. With Big TV

Digital Service, you can experience spectacular entertainment, blockbuster movies, up-to-the-

minute news, and your favourite programs at the click of a button.

Transform your home with Big TV Digital Service, powered by MPEG 4 technology for the

first time in India. Big TV has fantastic features like pure digital viewing experience, more

channel choice, many exclusive movie channels, easy programming guide, interactive services,

parental control, 24x7 Customer Service and lots more Ensure a never before viewing

experience with unlimited hours of fun and entertainment for your entire family.

Airtel forays into this ever-increasing DTH Satellite TV service market, bringing Airtel

digital TV for its lovers.

India's largest mobile services provider Bharti Airtel has launched its much awaited direct-to-

home or DTH satellite television service, Thursday, promising to redefine home entertainment

experience.


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"The penetration of the (DTH) market is just about 3 percent," Kohli said. "We have just

seven million DTH customers in the country. This is a right time for Airtel to enter."

According to industry estimates, India has over 120 million households which have televisions,

out of which about 75 million are using the conventional digital pay cable television systems

Airtel digital TV uses the MPEG4 standard with DVB S2 technology to provide exceptional

picture clarity and high quality audio. This high definition-ready technology also enables

delivery of more complex interactive content. Also, Airtel digital TV uses 20 per cent larger dish

antenna for better performance during rain.

Airtel digital TV includes universal remote for both set top box and TV;

highest set top box memory; content such as World space Radio; interactive applications such as

iMatinee (Book cinema tickets), iTravel (Browse and book travel packages), iShop (Shop on TV

for your favourite brands), iCity (Get your city's information), and Widgets for updated stock

news; 8 screen iNews, 2/4 screen iSports; games refreshed every 6 weeks; audio gain control;

\search option; on screen account meter; last viewed channel in case of power disruption/switch

off; and low battery indicator on the screen

.Direct to Home (DTH) service comes to you from Bharti Telemedia Limited, a subsidiary of

Bharti Airtel Limited. Bharti Airtel Limited is the flagship company of Bharti Enterprises and is

Indias largest integrated and the first private telecom services provider with a footprint in all the

23 telecom circles. As India's leading telecommunications company, the Airtel brand has played

the role of a major catalyst in India's reforms, contributing to its economic resurgence. Airtel

since its inception has been at the forefront of technology and has steered the course of the

telecom sector in the country with its world class products and services.

Direct to Home (DTH) enables viewers to receive broadcast signals into their home via a

satellitedish.

With DVD quality picture and sound, your TV viewing experience will change forever with

Airtel digital TV. Now witness the magic of television with best and widest variety of channels

and programmes ranging from Sports, Music and General entertainment to best on-demand


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content on Airtel Live. What's more, you can choose from the best movies of Bollywood and the

world, listen to radio, play games, along with a host of other interactive features and change the

way you watch television.

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

GROUP

After starting its operation in North India, Sun Direct Pvt Ltd has decided to launch its Direct to

Home (DTH) service through out the country by November, 2008. The DTH service of Sun

Direct Pvt Ltd is now available in Punjab, Haryana, Rajasthan, Himachal Pradesh and Gujarat.

Before its launch in North India, Sun DTH was a South-based service. According to chief

operating officer of Sun Direct, Tony D'silva, the company is expecting to expand its currentDTH subscriber base of 1.7 million to 3 million by the end of March 2009.

The Sun Group company is targeting three million subscribers by the end of this fiscal. "Almost

99 per cent of our subscriber base is from the South. In September, we launched our service in

Gujarat, Rajasthan, Himachal Pradesh, Punjab and Haryana," says Sun Direct chief operating

officer Tony D'Silva.

Talking about the plan of nation wide launch of Sun DTH service, Tony D'silva said that thecompany had planned this much earlier but due to its massive demand in South India it could not

execute its plan. Currently, Sun DTH service is available at Rs 1999 for 10 months of

subscription. The DTH service claimed to offer about 130 channels for basic package. The add-

on packages will be charged at Rs 10 to Rs 115 per month.


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Dish TV - Tata Sky - Big TV- Bharti Telemedia 26

The following chart shows comparison of the top 4 Direct to Home [DTH] service

Providers in India on various parameters.
http://1.bp.blogspot.com/_MQ98sjqUmvw/SMim4ErKyPI/AAAAAAAAAxM/PwSgAIPQlLI/s1600-h/DishTV-India-Comparison.PNG


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Technology: The MPEG-4 compression technology used by Sun Astro and RCOM and to be

used by Bharti is more advanced than the MPEG-2 compression technology currently being used

by incumbent players Dish TV India and Tata Sky. RCOM and Bharti would also benefit from

the synergies with existing technology and billing platforms and service support systems in their

telecom business.

Distribution network: Dish TV has a decent but fast-growing distribution network. For the

quarter ending 30 June 2008, Dish had 38,000 dealers covering 4,500 towns. Bharti and RCom

will leverage on existing wireless distribution network.

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

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

generation.

Brand strength: We note that Tata Sky has built a strong brand image due to its heavy

promotional activity in the past year. Bharti and RCOM are established pan-India wireless

players and their execution track records imply impressive DTH service roll-outs,in our view.

PRE PURCHASE EVALUATION:-

The manner in which choice alternatives are evaluated is the focus of our study. The likelihood

of a product being purchased depends on whether it is evaluated favourably. Pre purchase

evaluation is process in Decision making which tells the customer which products and brands

they buy, consumer rely on rely on their evaluations of the alternatives available for choice.

Disliked alternatives are quickly rejected, if not ignored completely. Liked alternatives may be

considered and compared, with the one receiving the most positive evaluation being chosen.


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Evaluating alternatives

Rely on pre existingevaluation

Construct evaluation

Evaluating alternatives

Rely on pre existingevaluation

Construct evaluation

Forming the considerationset

Categoricalprocess

Piecemeal process


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ALTERNATIVE EVALUATION AND SELECTION PROCESS13

The buyers decision making process includes the following5 :-

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Purchase decision

5. Post purchase behaviour

Evaluation

Of

alternatives

on each

criterion

Evaluative

criteria

Alternatives

considered

Importance

Of criteria

Decision

rules

applied

Alternative

Selected


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1. Problem recognition: - First and the foremost step is to identify the problem i.e. what

actually one wants with regard to the product.

2. Information Search: - Second step is to search the relevant information regarding the

Product which one wants.

3. Evaluation of alternatives: - Third step is to evaluate the collected information i.e.

analyze the information.

4. Purchase decision: - In fourth step the product is actually purchased.

5. Post purchase behaviour: - In fifth step the consumer actually reacts against the

quality, quantity etc received after the purchasing the product i.e. in this stage he reacts

on the basis of his getting satisfied after the purchase of the product.

The buyers decisions include the following:-

Product choice Brand choice Dealer choice Purchase timing Purchase amount.


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

Blackwell, 1969)20

Stage Brief description

Problem

recognition

The consumer perceives a need and becomes

motivated to solve a problem.Motivation

Information searchThe consumer searches for information required to

make a purchase decisionPerception

Information

evaluation

The consumer compares various brands and

productsAttitude formation

Decision The consumer decides which brand to purchase Integration

Post-purchase

evaluationThe consumer evaluates their purchase decision Learning

Conviction that thechoice leads to certain

desired functionaloutcomes


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Figure One Basic Structural Model of Customer Preference Formation

Consumer Behavior by Leon Schiff man and Leslie Kanuk5

With-In Segment Deployment of Customer Preference21, 22

Evaluation of theoutcomes

Conviction that thechoice is considered

correct by others

Motivation to complywith the opinion of

others

Conviction that thechoice leads to certain

desired emotiveoutcomes

Attitude toward thebehavior

Subjective comparisonnorm

IntentionPreference

Behavior


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Customer preference analysis is really a call to action. By understanding the preference

formation components and the preference expectation evaluations by group or segment of

customers, companies can design response strategies that are truly responsive to vital customer

expectations and that differentiate in the marketplace.

Figure Two Delivering Performance at the Intersection of Preference and Expectation

Within the framework customer satisfaction can begin to play a very important role as a measure

of a companys ability to deliver and execute against preference evaluation elements of a given

customer segment. These expectations can now be differentiated into expectants - basic, cost-of-

entry preference expectations, satisfiers - preference expectations that help to constrain

abandonment or churn and attractors - preference enhancements (often focused on the emotive

components) that attract new customers.


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

Experience28

Custom

erResp

onse

Annoyed/Angry

Frustrated

Satisfied

Delighted

CustomerExpe

ctations

Plan for SatisfactionConsequential Dissatisfaction Plan to ExceedExpectations

Not Met

Met

Exceed

Product/Service Fails

Enterprise Policy

Customer Expectations

Problem Area

Growth Opportunity

Expectants

Satisfiers

Attractors


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ATTITUDE FORMATION4

An attitude is a hypothetical construct that represents an individual's degree of like or dislike for

an item. Attitudes are generally positive or negative views of a person, place, thing, or event--

this is often referred to as the attitude object. People can also be conflicted or ambivalent toward

an object, meaning that they simultaneously possess both positive and negative attitudes toward

the item in question.

Attitude Formation

In Social Psychology attitudes are defined as positive or negative

evaluations of objects of thought. Attitudes typically have three components.

The cognitive component is made up of the thoughts and beliefs people hold about theobject of the attitude.

The affective component consists of the emotional feelings stimulated by the object of

the attitude.

The behavioural component consists of predispositions to act in certain ways toward an

attitude object.

The object of an attitude can be anything people have opinions about. Therefore, individual

people, groups of people, institutions, products, social trends, consumer products, etc. all can be

attitudinal objects.

FEATURES OF ATTITUDE

Attitudes involve social judgments. They are either for, or against, pro, or con, positive,

or negative; however, it is possible to be ambivalent about the attitudinal object and have

a mix of positive and negative feelings and thoughts about it.

Attitudes involve a readiness (or predisposition) to respond; however, for a variety of

reasons we dont always act on our attitudes.

Attitudes vary along dimensions ofstrength and accessibility. Strong attitudes are very

important to the individual and tend to be durable and have a powerful impact on


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behavior, whereas weak attitudes are not very important and have little impact.

Accessible attitudes come to mind quickly, whereas other attitudes may rarely be noticed.

Attitudes tend to be stable over time, but a number of factors can cause attitudes to

change.

Stereotypes are widely held beliefs that people have certain characteristics because of

their membership in a particular group.

A prejudice is an arbitrary belief, or feeling, directed toward a group of people or its

individual members. Prejudices can be either positive or negative; however, the term is

usually used to refer to a negative attitude held toward members of a group. Prejudice

may lead to discrimination, which involves behaving differently, usually unfairly,

toward the members of a group.


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chapter.2

LITERATURE REVIEW

LITERATURE REVIEW

Books:


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Cooper R.Donald; Schindler S.Pamela, Marketing Research- concepts & cases1:-

The various steps involved in research methodology are recognition of problem ,literature

review, sampling design ,research design, data collection, analysis and then hypothesis

testing and statistical tools and then research report.

Kothari C.R., Research Methodology -Methods and Techniques2 The various

methods of data collection are Interview method, observation method, survey method and

source of collecting secondary data are websites, Company Magazines etc and the

method adopted by the researcher is interview method and company websites.

Jain, T.R., and Aggarwal, Dr. S.C.3:- Statistics for M.B.A:- various statistical tools

to be used in the research in order to justify the study and hypothesis testing to be used

and what are the various parametric and non parametric tests and test used by researcher

is a non parametric test CHI SQUARE test.

Loudon,David L.&Bitta,Albert J. Della- consumer decision making process is viewed

as starting when the Consumer engages in Problem Recognition which is when the

consumer is activated by awareness of a sufficient difference between actual state of

affairs and concept of ideal situations and then information search, information

processing activities and purchase and post purchase behaviour which results in post

purchase dissonance. Fishbeins Attitude Model is also taken from this book which

helped in attitude measurement.

Schiffman. G. Leon and Kanuk Lazare Leslie, Consumer Behaviour Study of the

customer behaviour is the study of how individuals make decisions to spend their

available resources (Time, Money and Efforts) on consumption related items. It includes

the study what they buy, whey they buy it, when they buy it, where they buy it, how often

they buy it and how often they use it.

Anderson Hair, Black Tatham; Multivariate Data Analysis:- Different sources of

data collection and the various methods to be used in collecting these data. The twosources of data collection are Primary and secondary sources and the methods of

collecting this data are questionnaires, observation methods etc and the study about Multi

dimensional scaling, Multi correspondence analysis and principal component analysis

and multiple regression analysis and their interpretation.


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Nair, Suja R., Consumer Behaviour in Indian Perspectives : Introduction to

consumer, customer and how the consumer behaves while making a purchase decision

and defining consumer behaviour. Customer refers to someone who regularly purchases

from a particular store and consumer refers to anyone engaging in acquiring, using or

disposing of goods and services and ultimate consumer is one who purchase for the

purpose of individual or household consumption.

Sharma D.D, Marketing Research:- The various research designs are descriptive,

exploratory and Experimental research design. The research design being used by

researcher in the study is descriptive and exploratory and descriptive.

Kotler Philip; Armstrong Gary, Principles of Marketing:- By studying this book, I

came to know about the introduction of consumer behaviour and how it helps the

marketer in understanding the target and potential customers and with the help of it how

it helps the marketer in segmenting the market with reference to marketing mix of the

company.

Boyd W. Harper; Westfall-Ralph, Stash F. Stanley, Marketing Research (Text &

Cases):- The various research design are descriptive, exploratory and Experimental

research design . the research design being used by researcher in the study are descriptive

and exploratory and descriptive.

Czinkota Kotabe, Marketing management, Second Edition, Thomson- south Western,

Pp-156

Kotler Philip & Keller Kevin lane, Marketing management

Dell I Hawkins13, Consumer Behaviour This book helped me find out the decision

model while purchasing a product.

Sekaran, Uma, The Research Process14,Wiley Publications, 4th edition. The book

provides the knowledge of research process, research design, intervening and moderating

variables

Kotler Philip, Marketing Management:- The factors affecting the buyers decision

are personal influence, motivation , learning, attitude ,perception , social class ,culture

etc.

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


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Beri G.C, Business Research Methodology- Introduction of research methodology

and Research methodology is a way to systematically solve the problem. It is understood

as a science of studying how research is done scientifically. In it we study the various

steps that are generally adopted by a researcher in studying the research problem along

with the logic behind them.

Mamoria C.B. and Mamoria Satish -Consumer behaviour is the process where by

individuals decide what, when, where, how and from whom to purchase goods and

services. Buying behaviour may be viewed as an orderly process here by individual

interacts with his environment for the purpose of making market decision on products

and services.

Gupta.C .B and Dr. Nair. N. Rajan, Marketing Management :- By studying this

book, researcher came to know about consumer perception The power or ability to

choose one thing over another with the anticipation that the choice will result in greater

satisfaction, greater capability or improved performance.

Engel & Blackwell, Consumer Behaviour:-By studying this book, the researcher

came to know about the basic model of consumer decision making EKB that is based on

problem recognition, problem statement, information search, information evaluation ,

decision and post purchase behaviour and how it helps the marketer in designing

marketing strategy.

Websites:

http://www.icrsurvey.com/docs/customer%20preference%20formation_1205.doc

application of theory of reasoned action model and preference behaviour and how

customer expectation and customer response influence customer preference for aparticular brand.

http://www.consumerpsychologst.com/

about consumer behaviour :psychology to marketing and buyers decision making

process.
http://www.icrsurvey.com/docs/customer%20preference%20formation_1205.dochttp://www.icrsurvey.com/docs/customer%20preference%20formation_1205.doc


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http:// www.indiabroadband.net

The website provides basic information about the DTH technology.

http://www.hifivision.com/special/sperep

This website also provides information about the DTH technology in India.

http://www.expressindia.com

The website provides information regarding the advent of DTH technology and various

players in India.

http://www.blogspot.com

The website provides comparative information about the DTH services in India.

http:// www.dishtv.in

The website provides information about the DTH brand Dish TV.

http:// www.tatasky.com

provide information about TATA Sky DTH brand.

http://www.tataskyplus.com

provide information about TATA Sky DTH brand.

http://www.bigtvdth.in

The website provides information about Reliance Big TV DTH services.

http://www.airtel.in/digitaltv
http://www.indiabroadband.net/http://www.expressindia.com/http://www.dishtv.in/http://www.indiabroadband.net/http://www.expressindia.com/http://www.dishtv.in/


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chapter.3

OBJECTIVES

OF

THE STUDY

OBJECTIVES OF THE STUDY


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Primary Objectives:-

To know about the major DTH service providers in India.

To know about the various service features of the major players in the DTH industry.

To compare the various service providers on the basis of the following attributes:

1).Price of the set top box.

2).Number of channels provided

3).Monthly rental

4).Brand image

5).Add on features

To know the customer preference for various types of channels such as:

1).Movie channels

2).Sports channels

3).Music channels

4).News channels

5).Any other

Secondary Objectives:-

To know about the major DTH service providers in India

To know which service provider has the maximum market share.

To know which service provider provides the maximum value added and other

exciting features.

To know about the flexibility of the recharge options of various service providers.


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chapter.4

RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY

In planning and designing a specific research project, it is necessary to anticipates all the steps

that must be undertaken if the project is to be successful in collecting valid and reliableinformation. For successful completion of any project, there should be some steps which are

necessary to taken out. The step by step process is called research process.

1) FORMULATING THE RESEARCH PROBLEM:

Formulating the research problem means defining the research objectives in the specific way.

The objective of the research should be clear and specific. It includes the who, when, where,

what.

2) RESEARCH DESIGN:

Research design tells us about which tools and techniques are used to find the result in a better

way.

For this project on the supply chain management in pharma industry we are going for the

descriptive research and exploratory research which is mainly based on the primary data.

Exploratory research:

In this research type we explore the ideas. It could conduct a study of secondary source if

information is not available, get expert opinions or resort to case study analysis.

Descriptive research:

It is used to describe marketing phenomena while trying to determine the association among

variable. Mainly in this research we used primary data. The research objectives in this type of

research are generally describing the characteristics of a consumer segment.


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3) SOURCES Of DATA:-

In this project we use both primary as well as secondary data but mainly research is based on the

primary data.

4) SELECTION OF METHOD:-

In this we use convenience sampling method and stratified random sampling method.

5) DESIGNING THE DATA COLLECTION FORM:-

Observational method

Survey method.

For this project we are going for survey method (questionnaire method). In this we will fill up

questionnaire forms from various pharma industry people which give the results for the project.

Questions are going to be open ended and close ended as per the requirement of the information.

Questions formed by me will be easily understandable and clear to every one about their

meaning.

6) DETERMINATION OF SAMPLE SIZE:-

Sample size for the research project will be 100 respondents.

7) ORGANIZING AND CARRYING OUT THE FIELD WORK:-

After all surveys and observations have been made, the completed data-collection forms must be

processed in a way that will yield the information the project was designed to obtain. Firstly, see

that all collected data are consistent and logical. Then data must be prepared for tabulations this

means the data must be assigned to the categories and then cooled so that data can be put into the

computer. So that we can analyze the data easily.

8) REPORTING THE FINDINGS:-

After tabulating and analyzing that we must prepare a report on the findings. Report should be

clear which show the whole results in the research project. Findings are clear to its objective and

result should be clearly mentioned.


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chapter.5

SWOTANALYSIS


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SWOT ANALYSIS

STRENGTH

Dishtv was the first entrant in the DTH category and has thus become synonymous with the

satellite TV broadcasting business in India. Leveraging its lineage with the Zee group, dishtv has

built acommendable brand and relevant product that answers the consumer needsfor quality

entertainment. Some of the inherent strengthsstem from a strong presence all across the

geography of India, consumer friendly and pocket

friendly multi-tiered and customizable regional packages, abundant transponder capacity to

support its widest content basket, a very strong and diversified content offering addressing

consumers with diverse needs of genres and languages, an extremely cost conscious structure

and a superior technology for the entire gamut of services. The technological edge anddifferentiation with respect to other brands stands exemplified through its unique offerings of

mobile dish with presence in aircrafts (Kingfisher), navywar ships, mobile vans and selected

railway saloons.

WEAKNESS

The subscriber acquisition cost is still very high. However, compared to the current industry

benchmarks, it stands at the lowest by far. The cost towards acquiring consumers is under

constant scrutiny in an endeavor to bring it down. In a market trend of consumers down sliding

on the packaging tiers, due to more value being packaged at the lowest packs, dish tv has

exhibited a growth in ARPU. However, ARPU continues to be an area of concern with the

constant endeavor to monitor, upgrade and enhance the revenues.

OPPORTUNITIES

Indias 127 million television owning households, which define the potential depth

for the DTH category, will act as a low hanging fruit for adoption. The further roll out ofCAS by the new Government, into more towns will impact the growth rate of the DTH

category and trigger consumers to make a decision between digital cable and DTH, thereby

aiding faster expansion of the digital entertainment world. Enrichment of Value Added Services

(VAS) basket with gaming and a host of active services, some going pay, will continue to be

opportunity areas for revenue enhancement. An eventful sporting calendar with the ensuing


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Commonwealth games and a series of Cricketing tournaments will act as a catalyst for this

category too. The recent stabilization and a revived hope for bouncing back of the economy as

early as the second half of this year will facilitate faster adoption of the category. Emergence and

growth of traffic at the organized retail chains like Big bazaar, Next, The mobile store, Reliance

digital etc. will also add more visibility leading to better acceptance of the product.

THREATS

DTH is currently a six player market. Price cuts and reduced margins, spurred by severe

competition, can pose a threat to revenue enhancement. Improved quality of services by

digital cable and IPTV players are potential threats. Churn management and retentioncost

scan negatively impact bottom-lines unless constant attention and Strategy is deployed tomanage and control the subscribers base


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chapter.6

DATA

ANALYSIS

&

INTERPERTATION

ANALYSIS AND INTERPRETATION


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The data collected in the aforesaid manner have been tabulated in condensed from to

draw the meaningful results. The different techniques are adopted to analyze the data. All

the data and material is arranged through internal resources and the last part of the project

consists of the conclusions drawn from the report,

Q1. Which DTH service provider do you know about?

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

Dish TV 30

TATA sky 25

Big TV 20

Digital TV 18

Sun DTH 8

Dish TV

TATA sky

Big TV

Digital TV

Sun DTH

Interpretation:

People have maximum awareness about three DTH brands which are Dish TV, TATA Sky and

Reliance Big TV. Airtel Digital TV and Sun Direct are newly launched in Yamuna Nagar thats

why peoples awareness about them is less.


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

DTH 51

Local cable 49

Interpretation

51% of viewers view television using DTH, while 49% of them

watch using Cable. More than half a population has shifted

towards DTH, which is a large share

Q3.Are you satisfy with DTH service ?


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Yes 60

NO 40

YES

NO

Slice 3

Slice 4

Interpretation

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

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


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Better picture quality 24%

More Channels 49%

Great Service 9%

Cost is less 5%

One time Investment 13%

Interpretation

24% respondents choose DTH because of better picture quality,

49% gave reason of more channel, 09% told great services, 5%

said cost is less and 13% said one time investment is basic reason

Q5. Which DTH service provider have you subscribed to?

Dish TV 40


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TATA sky 32

Big TV 20

Digital TV 4

Sun DTH 4

Dish TV

TATA sky

Big TV

Digital TV

Sun DTH

Interpretation;

Dish TV has the maximum subscribers in Yamuna Nagar(40%) , followed by TATA Sky(32%)

and Reliance Big TV(20%). Digital TV and Sun Direct have very low subscriber base.

Q6.DTH service rates are high?


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Yes 80

No 20

yes

no

Slice 3

Slice 4

Interpretation

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

Q7. How much knowledge do you have about DTH services and various DTH serviceproviders in the market?

Existing level of knowledge of respondents regarding DTH services.


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Fairly good 20

Good 24

Less 44

very less 12

Nominal 0

Fairly good

good

less

very less

nominal

Interpretation:

The amount of existing knowledge the people have regarding the product also affects their pre

purchase evaluation of that product. People in Yamuna Nagar have either less or good amount of

information regarding the DTH service providers. They know about at least one or two brands of

DTH services.

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


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Level of information search undertaken by people before subscribing to a DTH service

provider (in %age terms)

Extensive 0

high level 16

Limited 40Low 32

Nominal 16

Extensive

high level

limited

low

nominal

Interpretation

DTH services are not very expensive purchases. There is also not a wide differentiation in

services provided by the companies. This is the reason that people do not involve in high degree

or extensive information search.

Q9. Are you satisfied with your present service provider?


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TATA Sky 30Dish TV 25Big TV 20

Digital TV 17Sun Direct 8

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

Slice 5

Interpretation:

The satisfaction level of customers in case of TATA Sky and Dish TV is higher. There is

dissatisfaction among the customers with regard to Big TV because of inferiority of servicequality. The other two DTH players also do not have good word of mouth.

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


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100-200 25

200-300 36

300-400 14

400-500 5

More than 500 20

100-200 200-300 300-400 400

0

510

15

20

25

30

35

40

100-

200

200-

300

300-

400

400-

500

more

than

500

East

Interpretation

25% DTH users spend 100-200 per month for subscription fee while 36% spend 200-300 per

month, 14% spend 300-400 per month, 5% spend 400-600 per month, 20% spend variable

amount between 200- 450 per month.


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

will you choose?

Dish TV 26

Tata sky 36

Airtel 1

Videocon 4

Reliance 11

Rest of other 9

0

5

1015

20

25

30

35

40

dish TV airtel reliance

East

Interpretation

26% for Dish TV, 36% for TATA SKY, 13% for Airtel, 1% for

Videocon, 4% for Reliance, 11% for others and the rest 9% .

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


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0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

More

number of

channels

Value

added

features

Picture

quality

Easy to

operate

Service

quality

Series1

Series2

Interpretation:

The conventional cable service providers are losing ground to the DTH service providers.

The main reasons for switching to DTH service providers told by respondents were value

added features , service quality, more number of channels and better picture quality of DTHservice providers.


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chapter.7FINDING

&

SUGGESTIONS


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FINDINGS

Factor Analysis

The application of Factor Analysis depicts that number of channels, add on features and

monthly rental come out to be significant factors which affect the pre purchase

evaluation of the customers.

Customers brand preference

Price of the set top box is an insignificant factor which does not affect the pre purchase

evaluation of the customers.

TATA Sky comes out to be the most preferred brand on overall basis in Chandigarh city.

TATA Sky comes out to be the most preferred brand in terms of add on features.

Brand Image

TATA Sky , Reliance Big TV and ZEE TVs Dish TV score high in terms of brand image.

Brand Penetration

Airtel Digital TV does not have significant penetration in Chandigarh city.

Sun Direct is a South India based company and people do not have much awareness about

the company. Sun Direct scores less in terms of brand image and add on features.

Correlation

A significant amount of correlation exists between brand image and add on features.

Customer Attitude

Respondents have positive attitude towards TATA Sky and Dish TV brands.

Respondents have slightly negative attitude towards Reliance Big TV Brand.

People have high negative attitude towards Sun Direct DTH.

Customer Awareness about Various Brands:


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Most of the people involve in limited amount of information search and very less people

are involved in extensive information search before subscribing to a DTH service provider.

Most of the people have awareness about various DTH service providers.

SUGGESTIONS

The service consumer behaviour is different .The intangibility of services and word-of-

mouth play an important role in understanding the consumer behaviour. So the DTH

service provider companies should be more customer oriented in marketing approach.

The service providers should try to influence a positive word of mouth.

Customers are not highly involved in a purchase of DTH service. So the marketer should

make use attractive advertisements and other cues which might influence customer

purchase decision.

Companies should make efforts to provide more value added services and more number

of channels at competitive prices.

TATA Sky and Dish TV are the market leaders. They must strengthen their market

position through offers and schemes.

Reliance Big TV and Airtel Digital TV can capitalize on their brand names.

Digital TV and Sun Direct must increase their market presence Through various

promotional schemes, offers and more value addition in their in their services.

The companies should come out with more number of channel packages, flexible

recharge options and lower subscription charges in order to increase market penetration.

Some other factors like picture quality, service delivery, availability etc. should also be

taken care of by the company to make the whole service experience delightful for the

customer.


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chapter.8

LIMITATION


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LIMITATIONS OF THE STUDY

Limitations on the part of the respondents:

Indifferent attitude:

The respondents may not be interested in the study of the researcher. They might be

having an indifferent attitude towards the study. The researcher might have to persuade

the respondents to spare some time and fill the questionnaire.

Personal biased ness:

Personal biased ness of the respondents may also affect the results of the study. The

subscribers of a particular DTH service provider may give a biased opinion about other

service providers.

Problem in approaching the respondents:

It may be difficult sometimes to approach the respondent as per his/her convenience.

Limitations on the part of the researcher:

Lack of experience:

The lack of experience on the part of the researcher may affect the results of the study tosome extent

Lack of familiarity with the study area:

The researcher is not familiar with the study area Chandigarh city. This unfamiliarity may


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

Other limitations:-

Novelty of the concept:

The DTH is newer concept in the study area. People have not adopted this concept much.

So the lack of knowledge on the part of the respondents may be a problem.

Study of sample, not the whole population:

The study of a sample of 100 may or my not give the accurate results. There is always a

scope of difference in the results.


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Chapter.9

CONCLUSION


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CONCLUSION

The Direct-to-Home (DTH) war in India is seeing a new strategy emerge. Established players are

latching on to television recording from television viewing.

When strong rats enter the race, change the rules. That's the mantra established DTH operator

Tata Sky is chanting. With Reliance Big TV and Airtel entering the DTH space, Tata Sky is now

going premium. And it is banking on Tata Sky Plus to do what VCRs did to VCPs.

Of the 125 million television households in the country, only 5 million are DTH customers and

around 2 million are TATA Sky subscribers. The figures depict that there is a huge potential in

the market to be explored by the DTH service providers. While the established players like

TATA Sky and Dish TV are going premium and trying to woo the customers by offering more

value added services, the smaller players and new entrants are vying for capturing a bigger pie of

the emerging DTH services market.

The entry of new players and increasing competition in the market will result in more things on

offer for the customers, it will benefit the customers at the end of the day.

What Tata Sky Plus does is apart from playing the role of a set-top box, it has the ability to pause

live TV, to rewind or fast forward it. It also allows the user to record one programme while

watching another. But Tata Sky is not alone. Rival Dish TV is currently testing its own version

of the TV recording service, and new entrant Reliance Big TV says it will buy upto 2.5 lakh set-

top boxes with recording facility. Big TV also plans to better Tata Sky, pricing these boxes at


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

with your favourite shows.

BIBLIOGRAPHY


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BIBLIOGRAPHY

BOOKS

1. Cooper R.Donald; Schindler S.Pamela:- Marketing Research- Concepts & Cases,, (2nd

Edition), Tata Mcgraw Hill Publishing Limited.

2. Kothari C.R,Research Methodology Methods and Techniques (Second Edition) New Age

International Publishers.

3. Jain, ,T.R., and Aggarwal, Dr. S.C. :- Statistics For M.B.A, (2nd Edition), VK

publications.

4. Loudon,David L.&Bitta,Albert J. Della, Consumer Behavior and concepts and

applications, (Fourth Edition), Tata Mc Graw Hill, New Delhi.

5. Leon G. Schiffman and Lesli Lazar kanauk, Consumer Behaviour, (Eighth Edition),

Prentice Hall of India, New Delhi.

6. Anderson, Hair, Black, Tatham, Multivariate Data Analysis, (5th Edition), Pearson

Education.

7. Suja R. Nair, Consumer Behaviour in Indian Perspectives ,(First Edition: 2001), Himalaya

Publishing House, Mumbai-400004

8. Sharma D.D,Marketing Research,( 2nd Edition), Sultan Chand & Sons.

9. Kotler Philip, Armstrong Gary, Principles of Marketing, (10th Edition), Pearson

education.

10. Boyd W. Harper; Westfall-Ralph, Stash F. Stanley:- Marketing Research (Text &

Cases), 7th Edition.


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ANNEXURE


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QUESTIONNAIRE Respondent No__

Dear Respondent,

I am Birender student of ICL INSTITUTE OF MANAGEMENT & TECHNOLOGY

SHAHZADPUR (AMBALA), Pursuing MBA and conducting project regarding the To

Study the Post Purchase Dissonance of Customer towards DTH

Service. I will be very thankful to you if you provide me the required information.

Managemnetfor my partial fulfillment of mba degree

Q1. Which DTH service provider do you know about?

Dish TV

TATA sky

Big TV

Digital TV

Sun DTH

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

DTH

Local cable

Q3.Are you satisfy with DTH service ?

Yes

NO

Name of the consumer ___________________ Age______________________________

Sex & City __________________________


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

Better picture quality

More Channels

Great Service

Cost is less

One time Investment

Q5. Which DTH service provider have you subscribed to?

Dish TV

TATA sky

Big TV

Digital TV

Sun DTH

Q6.DTH service rates are high?

Yes

No

Q7. How much knowledge do you have about DTH services and various DTH serviceproviders in the market?

Existing level of knowledge of respondents regarding DTH services.

Fairly goodGood

Less

very less

Nominal

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


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Level of information search undertaken by people before subscribing to a DTH service

provider (in %age terms)

Extensive

high level

LimitedLow

Nominal

Q9. Are you satisfied with your present service provider?

TATA Sky

Dish TV

Big TV

Digital TV

Sun Direct

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

100-200

200-300

300-400

400-500

More than 500

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

will you choose?


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Dish TV

Tata sky

Airtel

Videocon

Reliance

Rest of other

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

Documents

MKTG to Study the Post Purchase Dissonance of Customer Towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun