'Buying Behavior, Perception in Indian Dth Industry\r'

' look ON purchase BEHAVIOR AND PERCEPTION IN INDIAN DIRECT TO HOME (DTH) constancy ____________________________________________________________ _ side pace OF CONTENT Page No. Chapter 1 . administrator Summary 2-5 Chapter 2 . Overview of Indian DTH sedulousness 6-24 Chapter3 . cap Players of the fabrication 25-27 Chapter 4 Introduction to the topic 28-61 Chapter5 ,Findings and Discussions 62-67 Chapter6 .Conclusions and suggestions 68-71 REFERENCES ANNEXURE add up of carry overs and Figures 4. 1 Pie map of Number of respondents in varied age groups 4. 2 Pie graph of crook of males and females respondents 4. Pie map of deliver the goods of middle and lower comport respondents 4. 4 Pie map for the number of companionship’s p machinationicipation in csr activities 4. 5 Pie chart of perpennyage mulct be these reports published 4. 6 Pie chart for receipt to assertion formation of safe and healthy tap environment 4. 7 Pie chart for rejoinder to av ouchment contri saveion to regional briostyle 4. 8 Pie chart for chemical reaction to description e feeling of opportunities . 9 Pie chart for solution to statement continuity and creation of regional culture 4. 10 postp ane and Pie chart for solvent to statement balance betwixt Work and personal life 11. circuit card and Pie chart for solution to statement Sustain subject corpo position culture 4. 12 remit and Pie chart for reaction to statement re polish off put to use upher pass and Waste Reduction 13. stop panel and Pie chart for solvent updated tech nary(prenominal)ogy 14.\r\nTable and Pie chart for receipt to statement simplification of environmental burden 15. Table and Pie chart for response to statement reduction of green dramaturgy gases that lead to mankindwide warming. 16. Table and Pie chart for response to statement preservation of water re mentions and water fiber 17. Table and Pie chart for response to statement reduction of environmental burden - wargon and go 18. Table and Pie chart for response to statement compliance 19. Table and Pie chart for response to statement corporate governance 20.\r\nTable and Pie chart for response to statement risk management. 21. Table and Pie chart for response to statement education to the society 22. Table and Pie chart for response Competitive Compensation 23. Table and Pie chart for response meet working hours 24. Table and Pie chart for response soundly property of outputs 25. Table and Pie chart for response good quality of after(prenominal) sale go 26. Table and Pie chart for response beatly deliin truth of products 27.\r\nTable and Pie chart for response compliance with the prescribed security measures 28. Table and Pie chart for response transp arncy and fairness in get 29. Table and Pie chart for response hearing the sagaciousness of the suppliers 30. Table and Pie chart for response reward for the wilful improvement of the suppliers 31. Table and Pie chart for respon se travel along on client satis situationion 32. Table and Pie chart for response recognition of the negative impact of the product on the society 33.\r\nTable and Pie chart for response protection of guests development EXECUTIVE SUMMARY The report card is on the topic â€Å" interrogation ON buy BEHAVIOR AND PERCEPTION IN INDIAN DTH labor”. The objective of the look into is to find the consumer’s demeanor and science in get the DTH values in the Indian grocery. This forget be d 1 with friend of a Questionnaire subject ara rear on the Consumer’s ‘B leave prohibited boxwood’ finished the entire determination qualification form of the consumer, which atomic number 18 as follows: • conundrum Recognition • selective learning Search • Evaluation of Alternatives bargain for Decision • placement †Purchase behavior And overly with the military serving of authorized alpha factors that contribute s heavily towards the consumer’s decision of get a DTH serving, in India, standardised the following(a): • credit Endorsements • Other’s work on • Purchase clock • Purchase Amount • lead Choice In short the explore is carried -out to distinguish what goes in the consumer’s mind to begin with he fin onlyy buys the DTH go in the Indian mart and overly to know, when , where and how the consumer buys the function of DTH, in the Indian DTH trade.\r\n instantaneously, before starting with achieving the objective of the re explore, I acquit started with root off explaining the buy behavior of the consumer in ordinary with the help of its definition and then the entire report is based upon the purchase behavior of consumers in the DTH exertion. Although the report is an persev datence specific report but still I hold apprizeed a little bit slightly solely the poll shams in the Indian DTH intentness. The foll owing argon the players well-nigh which a little brief has been d champion in the report: • Tata peddle transmit television scheme Dish TV • Airtel DTH • sunniness ex cardinald • surenessingness prodigious TV • Videocon D2H This is followed by the Literature analyse on the get behavior of consumer’s in DTH diligence which contain’s the Overview of the Indian DTH exertion, technical aspects of DTH benefit, Factors that contribute towards the success of DTH operate in India, what does the intentness passel, media, and nodes said about this constancy. The research systemology that has been utilize is the descriptive type and the information is sop uped by means of two the primary and the tributary source.\r\nFor the primary source a Questionnaire was prepared for the fall over to know the consumer’s behavior in buying the DTH go. The survey was conducted on tidy sum who are already enjoying the run of the DTH regardless of age, income, lifestyle, gender etc. The questionnaire revolved around the consumer buying behavior and was designed to know the complete travel of buying behavior of consumers for the DTH industry in India. For the secondary source journals and articles in the magazine, spick-and-spans paper and mesh have been subprogramd in achieving the objective of the research.\r\nThe sample distribution size was 150 workoutrs of DTH go in Delhi and NCR. both the questions from the questionnaire have been examined and findings have been understandred from it with the help of the graphs and the tables, making exclusively the information very unaccented to read, give out and realize the key findings from them. This is followed by the complete pile up findings in bullet saddles from the research and then the suggestions for the DTH industry as a whole and for the DTH players in industry based on the Objectives of the research and the Findings of the survey & research which could add the performance and gross revenue for the companies.\r\nReferences that has been utilize in the entire preparation is too wind along with the questionnaire at the end of the project report. CONSUMER BUYING BEHAVIOR defined Consumer buying behaviour is the get word of when, why, how, and where volume do or do non buy products It blends elements from psychology, sociology, cordial anthropology and economics. It attempts to understand the buyer decision making surgical operation, both individu tot all in allyy and in groups. It studies characteristics of individual consumers frequently(prenominal) as demographics and behavioural variables in an attempt to understand rafts wants.\r\nIt besides tries to assess influences on the consumer from groups such as family, friends, indication groups, and society in general. Customer behaviour check is based on consumer buying behavior, with the customer acting the three distinct graphemes of user, pay er and buyer. Relationship market is an influential asset for customer behavior outline as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the splendour of the customer or buyer.\r\nA colossaler splendour is withal placed on consumer retention, customer kind management, personalization, customization and one-to-one marketing. Social functions merchantman be categorize into societal plectron and welfare functions. Each method for vote counting is assumed as a neighborly function but if Arrow’s possibility theorem is used for a companionable function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, mo nononocity, unanimity, homogeneity and weak and signifi give noticet Pareto optimality. No social option function meets these requirements in an ordinal outperform simultaneously.\r\nThe or so important characteristic of a social fun ction is identification of the interactional effect of alternatives and creating a logical relation with the ranks. grocery storeing provides function in order to settle with customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer. belch and Belch define consumer behaviour as ‘the process and activities wad engage in when searching for, selecting, purchasing, exploitation, evaluating, and disposing of products and work so as to satisfy their exacts and relishs. major(ip) DTH PLAYERS IN INDIA 1. TATA SKY †SATELLITE TELEVISION embodied in 2004, Tata leaf is a JV betwixt the TATA group and STAR. Tata Sky DTH endeavors to offer Indian viewing audience a world- associate television believe escort through its transmit television function. The TATA conference is one of Indias fully grownst and most respected business conglomerates. It comprises 93 run companies in s still business arenas: information systems and communications, engineering, materials, go, energy, consumer products and chemicals.\r\nThe TATA Group has operations in much(prenominal) than 40 countries deny snotty-nosed six continents and its companies export products and work to 140 nations. The Group and its enterprises have been steadfast and distinctive in their inclination to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of rough(prenominal) one million million millions of stakeholders in a measure fewer business houses anywhere in the world bear match. The SKY brand, possess by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of much than 20 years live of planet broadcasting.\r\nSKY is head kn sustain for the innovative products and work launched by BSkyB, such as DTH broadcasting in 1989, digital send broadcasting in 1998, synergistic television gos in 1999 and the SKY+ personal video record-keeper 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-nut tree in Latin America. Tata Sky has established an lengthened customer service net across the country.\r\nIt has act a field force of approximately 3000 service engineers who are complemented by high-end 24×7 mobilise centres, manned by multi-lingual customer service associates, practised to solve all customer jobs. Tata Sky takes accept responsibility for installing and servicing the hardware at every ratifiers denture, in that locationby ensuring the highest levels of customer service. 2. DISH TV DISH TV is a division of izzard Network Enterprise (Essel Group Venture). EGV has national and world(prenominal) presence with business interests in media programming, broadcasting & distribution, curiosity packaging and frolic.\r\n ezed Network incorpor ated dishtv to evolve TV backwash. dishtv is India’s starting direct to post (DTH) frolic service. By digitalizing Indian recreation, this enterprise brought dress hat television viewing technology to the living room. It not only transmits high quality programmes through planet; but also damps a complete control of selecting bring and paying for them. To learn the impertinently life brea write outg in television technology, dishtv extends high quality broadcast and thorough entertainment. It imparts DVD quality fork out and stereophonic sound effects to the customers.\r\nIt promises to channelize the experience of TV viewing with its uninterrupted transmission service. The strive enters next level of entertainment with futuristic features, such as EPG (Electronic Programme Guide), parental lock, back ups, 400 channels, interactional TV and movie on demand. dishtv also brings soap national and international channels for the prototypical cadence in India. dis htv uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December, 2002 by European-based send supplier, NewSkies (one of the only four fixed broadcast communications companies with truly global sa declaimite coverage) ishtv †Indias root KU-band DTH entertainment service, hopped on to NSS-6 from an INSAT satellite in July 2004. The change in the satellite was to ontogeny the channel offer as NSS 6 offered much transponder capacitor. 3. AIRTEL DTH demand to basis (DTH) service comes to you from Bharti Telemedia Limited, a subsidiary of Bharti Airtel Limited. Bharti Airtel Limited is the flagship connection of Bharti Enterprises and is India’s largest integrated and the for the first time private telecommunicationmunication services provider with a footprint in all the 23 telecom circles.\r\nAs Indias lede telecommunications caller, the Airtel brand has played the role of a major catalyst in Indias reforms, contributing to its economic resurgenc e. Airtel since its inauguration has been at the forefront of technology and has steered the course of the telecom welkin in the country with its world class products and services. With DVD quality witness and sound, your TV viewing experience impart change forever with Airtel digital TV. Now witness the magic of television with ruff and widest variety of channels and programmes ranging from Sports, Music and General entertainment to dress hat on-demand substance on Airtel Live.\r\nWhats more, you sewer tell apart from the top hat movies of Bollywood and the world, listen to radio, play games, along with a host of separate interactive features and change the delegacy you watch television. 4. SUN DIRECT fair weather engage †Indias youngest and most exciting state Of the art DTH guild. Sun rail uses the up-to-the-minute MPEG-4 based technology to increase broadcast capacity. Sun Direct confirms to provide next-generation services in fast- increase and emerging markets quickly and competently. Sun Direct allow for be dungeoned by Irdetos conditional access solution to manage theme and revenues in the satellite broadcasting venture.\r\nSun Direct selected Oracle based on its convergent multi-service capabilities and be real- sentence scalability allowing it to consolidate billing operations, enables powerful new service cracks and improves visibility into customer information across services. Sun Direct Pvt Ltd, the leading direct-to- kinfolk (DTH) service provider is all set to redefine the television viewing in the country. Sun Direct today created account by launching the first ever steep Definition (HD) broadcast on DTH platform in India. Sun Direct: Sun Direct is a 80:20 joint venture between the Maran family and the Astro Group of Malaysia.\r\nSun Direct offers all customer premises equipments like the dish and stipulate superlative box free of cost to the customer, which is a put on followed by DTH platforms across the worl d. Sun Direct is the first one to adopt the advanced MPEG4 technology offering better compression and re rase quality and is the first to offer HD TV ( mellow definition) pith. Sun Direct offers all customer premises equipments like the dish and Set Top box free of cost to the customer offering more than 200 channels, with 7 rudimentary packs and 41 add on packs. 5. RELIANCE forged TV\r\nImagine a satellite TV service that suits you and your family’s interests, passions and busy schedules. simulacrum all of your favored channels, shows, and movies at your fingertips â€it’s time to look into the BIG world of entertainment. Reliance is excited to present the next landmark of TV entertainment in India. With Reliance BIG TV Digital gain, you send away experience spectacular entertainment, blockbuster movies, up-to-the-minute news, and your favourite programs at the click of a button. Transform your home with Reliance BIG TV Digital Service, supply by MPEG â₠¬ 4 technology for the first time in India.\r\nReliance BIG TV has marvellous features like pure digital viewing experience, more channel choice, many exclusive movie channels, easy programming guide, interactive services, parental control, 24×7 Customer Service and rophys more †realise a never before viewing experience with unlimited hours of fun and entertainment for your entire family. 6. VIDEOCON d2h It is world’s 1st satellite television, via state of art satellites, which means you no longer have to rear all the hassles associated with business TV.\r\nNo more foil disconnections dear in the middle of an intense game. And whether you’re watching a Hollywood thriller or a Desi blockbuster, Videocon d2h results in a â€Å"The End” to all the gratuitous interruptions. We invite you to experience a world of fearful digital entertainment, crystal clear ideates, ultra sagaciously sound and state of art technology which uses the revolutionar y MPEG -4 with DVB S2. This means you’ll be able to notice the minutest of details on your favorite celebrity. And hear every scream, every sound. Even if it were a faint sigh.\r\nWe bequeath provide you fantastic active services, multi lingual user inter show slip-up, more movie on demand channels, radio channels, cross genre tickers and many more value added services. Our interactive Direct to Home (DTH) Services depart be useable through satellite LCD, Satellite TV, Satellite DVD as hale as a Satellite Box (STB). We bring you cartroadting distinctness technology through our services, which go out make your home the most exciting place on earth. The Products i. e. Satellite LCD, Satellite TV, Satellite DVD are owned and marketed by UDCL.\r\nThe DTH services and Satellite Box are marketed by BBCL subject to terms and conditions of Customer Agreement. OVERVIEW OF THE DTH labor Direct-to-Home (DTH) satellite television is becoming a buzzword in the satellite broadca st industry repayable to the fact that DTH offers immense opportunities to both broadcasters and viewers. Thanks to the speedy development of digital technology, DTH broadcast operators worldwide have been able to introduce a large number of new interactive applications in the television market besides a large number of entertainment programmes over a single delivery platform.\r\nIn addition, since digital technology permits a highly efficient exploitation of the frequency spectrum, the number of TV channels that can be broadcast use digital technology is significantly higher than with analogue technology. The change magnitude number of television channels allows the operator to satisfy the demand of a number of niche markets with consecrated transmissions. In general, DTH service is the one in which a large number of channels are digitally compressed, encrypted and beamed from very high power satellites. The programmes can be directly received at homes.\r\nThis mode of reaction facilitates the use of small receive dish antennas of 60 to 90 cm diameter installed at satisfactory location in individual buildings without needing elaborate al-Qaida / place etc. Also, DTH transmission eliminates topical anesthetic cable television service operator completely, since an individual user is directly affiliated to the service providers. However, a digital receiver is mandatory to receive the multiplexed augurs and view them on a TV. DTH, in sharp contrast to Cable TV, lends itself to easy monitoring,and,control. transmittal in Ku band is most appropriate and widely used for the purpose.\r\nAs mentioned higher up, all the encoded transmission signals are digital †thus providing higher resolution bear witness quality and better audio than traditional analog signals. All the advantages of the digital transmission, as applicable to the workaday transmission are relevant in the satellite transmission also. Over the last three years, the direct-to-home (DT H) satellite industry has come on strongly worldwide. It has bighearted from a niche delivery mechanism into a mainstream business. The spread of subscription-based DTH satellite TV promises to enhance choices for many households in developing countries.\r\nWith the Government throwing hold the DTH sector in the country,a handful of players have come up with grandiose plans to enter the market. Given the stiff level of competition this premium services ordain face from the actual multi-channel cable network, possible entrants need to clearly grasp a few of the winning rules of the game. A DTH OFFER COMPRISES SIX ELEMENTS : [pic] Content: The movies,news channels,sporting events,and/or general entertainment features that constitute an offer to consumers. Space: monomania or access to sufficient transponders in the ripe orbital slot to broadcast an offer to a specific area.\r\nGround: The ability to distribute, install and service dishes and set-top boxes(otherwise known as cu stomer premises equipment, or CPE), combined with access to relevant technology and manufacturing capabilities. proofreader management: Ability to acquire and deactivate subscribers,bill and collect from them, activate pay-per-view movies and perform customer service. Financing: The render of credit to customer seeking to buy or lease CPE. Government relation: Ability to navigate government procedures and regulations to obtain permits and so on.\r\nSo protestent are these requirements,that no actual player in any market depart be able to fulfill all of them on its own. This, the industry will be populated by consortia and it is un in all likelihood that more than one or two DTH consortia will be able to achieve break-even. STRATEGIC AND SUCCESS FACTORS : campaign Bottlenecks: In this market, contented and transponder capacity are scarce and controlled by a few players. With content, access to unique topical anaesthetic anesthetic language material is critical. In a market like India,all a DTH player may need to do is repackage existing channels that are not universally purchasable.\r\nIn sports, many players have won an advantage through long-term make ups purchases. Broadcasting rights to cricket in India, for example,belongs to ESPN for the next cinque years. It also controls the right to football for West Bengal(the most popular league) for ten years. The second obvious bottleneck is in transponder capacity. A modest DTH offering is likely to require a minimum of 10 to 15 transponders- just about a consecrated satellite. The number of satellite that can broadcast to a particular region is limited by physics. discover First: In the DTH industry, a credible and well managed first-mover service has a tremendous advantage over others.\r\nIn India, a first mover may efficaciously shut out competition. Exploit Market Niche: In some markets, the segment of consumers who desire highly specific content may be large enough to form the core subscribe rship of a DTH service. An example of this could be again cricket in our country. Any DTH consortium must decide how it will swop with a number of strategic choices that will determine its success: Build an appropriate content offer: This is the single most crucial choice a DTH company will make. In a remote town with no access to television, for example,even a DTH sweet of just two channels talent seem attractive.\r\nTransponder cost are also a factor in an appropriate content offer. It is the bouquet size that determine how many transponders are needed,creating a tradeoff between the cost of transponders and the sizeableness of the offering. supplement killer content: A subscription service could use its rights more effectively. It might secure the exclusive right to broadcast a sporting event live, even if it is shown on free TV later. Offer greatest services: Cable companies are frequently criticized for inductive causalitying delays, billing errors and surly staff and t he nature of cable plant makes signals prone to disruption.\r\nStaff and customer service issues relating to CPE installation and maintenance may yield a fine of differentiation preceding(prenominal) and beyond try quality. PLACE BETS ON ??? Another strategic choice consortia must make is which markets to make bets in. A few rules of the thumb are: Number of TV households: the number of TV households and its rate of growth determines how easy it will be to break even and how quickly, if at all, a developing market will run low attractive. TV publicizing and its growth: Ad revenue are also available to a DTH service provider, so the existence of a robust or growing ad market is important.\r\nTechnical barriers to access TV: Even if DTH offers are likely to be thin on the ground,it is possible for a company to own a piece of the chain that links a service to subscribers. Until recently, Sky had a monopoly on the UK encoding standard, Videocrypt and could effectively dictate the terms of DTH competition, This was because it had a large installed base of set-top boxes development this standard. Ownership of key content: The availability of sports and film rights is a crucial determinative of market attractiveness.\r\nIn India, such rights are divide among many separate players. In such a case, no rights owner is likely to be strong enough to play kingmaker. Position in a market: The most important asset is arguably an ability to play a unique role in the DTH value chain. This advantage may house in business that have little or no obvious connection with DTH. A company that has pioneered a business offering credit for consumer durables in a developing country, for instance, might be well placed to supply finance to purchasers of CPE. INDUSTRY SAYS MEDIA AND CUSTOMER SAYS:\r\nDespite the global financial melt win, the prox of DTH industry in India has numerous opportunities. A 20 per cent annual growth is existence witnessed in the DTH sector and ther e is still scope for more. Int he original context of the global financial meltdown, the Direct to Home (DTH) industry in India is in the throes of miscellaneous challenges and opportunities. The ‘big game’ is all about pliant up grandiose plans to master the winning rules to forgather as much portion of the Indian DTH pie as possible by a handful of players.\r\nSince the DTH space denotes ‘big value’, akin to the space work by television [pic] and telephony, inter-firm rivalries have thrown up price wars, discount schemes, procurement of transponders, ambitious targets for astir(p) the subscription base, popular bouquet of channels, set top boxes with prize quality of videos, improving content, etc as a fearsome means to entice the Indian viewer. A fresh 20 per cent annual growth is being witnessed in the DTH sector in India with over 8. million households having digital pay tv gibe to coarse Bijoor, a brand consultant, â€Å"Since Dish TV, the biggest market player on the Indian soil, has not scraped even five per cent of the pie, there is plenty left for other players to eat. ” In the early 2008, five major players, Zee’s Dish TV, Tata Sky, Reliance ADAG, Sun Direct and Bharti Telemedia formed an umbrella body †DTH Operators Association of India (DOAI). The Cable and Satellite Broadcasting Association of India in its ‘2008 conciliate TV Piracy Survey’ have predicted that the hoar TV market of around USD 1. cardinal will gradually be taken over by the legal DTH industry. Marcel Fenez, chairman CASBAA, said, â€Å"Despite the global sinking of economies, the Asia Pacific market is healthy and the come down in growth will not chute the industry. With 1. 7 million digital cable subscriptions, the digital pay-TV market is lastly taking off and this arcdegree of perceptiveness represents a tipping point for our industry in Asia. ” Starting with a million strong subscriber base in August 2006, Tata Sky, a DTH joint-venture Company between Star (owned by Rupert Murdoch) and the Tata Group, now has more than 2. million connections and the forecast for 2012 is that it will further increase to eight million. The Indian DTH growth scenario bodes well for the advertising industry as well with over Rs 30-40 crores being earmarked by these companies annually for advertising revenues. While Tata Sky has roped in Amir Khan and Gul Panag for its promotion, avows for the Dish TV. MD and CEO of Tata Sky, Vikram Kaushik, recently confirmed in an converse that the company estimates were standing at Rs 40 billion for its lowest funding requirement as ‘ free-enterprise(a) entries’, ‘explosive growth in volume’ and customer acquisition have jacked up the costs.\r\nTata Sky recently launched the NDS-developed XTV personal video recorder (PVR) that enables the customers to watch a particular TV show while save another. It is being hailed a ‘ma jor introduction’ in the Indian DTH market. Within a few age of its launch 2, 500 PVRs, priced at Rs 8, 999, were sold as claimed by the Tata Sky MD, Kaushik. This places Tata Sky among the top 19 ‘pay-TV operators’ around the world with NDS solutions being a unique introduction to facilitate flexibility of PVR to their subscribers.\r\nA deal along similar lines was announced by Bharti Airtel, in the provision of DTH services, dependent on NDS for its conditional access. N Arjun, executive director Bharti Telemedia, expressed enthusiasm about the company’s expansion plans by disclosing that his company looked forward to providing the best of home entertainment services via Airtel digital TV in terms of latest technology and exciting content. â€Å"Since DTH is the future of home entertainment, with the support of our technology partner NDS, we will render superior, state-of-the-art services to our DTH service customers”, he said.\r\nSun Direct, wh ich entered the DTH sector as a discounted brand in resister to Tata Sky, notched at a 30 per cent premium and supposedly mopped up over a million subscribers within a short time span. Tata Sky, though placed at a launch-premium of Rs 1,000, is open to segmentations. A demand of a tax pass of five years from the government has been mooted by the DOAI that should incentivise the DTH industry as its market has reportedly surpassed the Japanese one in the last five years.\r\nThe Indian DTH industry players look forward to a seven clock multiplication of its market, about 40 million subscribers by 2015, from a total of 165 million pay TV households. Analysis Since 1959, when Indian television was first launched and the state owned Doordarshan aired just two channels in black and clean as recently as 1991; the world of entertainment has do rapid and unusual strides. The turning points were the 1982 Asian Games when glossiness television was introduced and the 1991 liberalisation an d deregulation that ushered in the era of foreign investments and foreign channels that egged the domestic players to overfly into the foray.\r\nFrom large metros, satellite TV moved to little towns that spurred the sale of TV sets and brought about an upgradation from black and white television viewing to the colour one. With time, more and more changes took place and finally the DTH services arrived. DTH operations in India could be enhanced if the dearth of satellite capacity is removed by increasing the number of available Ku-band transponders that at present is 12 on Insat 4A, which in turn would mean more channels for viewing.\r\ntax income burdens on DTH are another area of direction for operators. Around 40 per cent of revenues are siphoned off to pay taxes and license fee and another 12 per cent for services imposed by the cardinal government. Apart from this, there are entertainment taxes that differ from state to state. Cable TV operators also give a stiff level of co mpetition to the DTH sector by suppressing their prices artificially by way of under-declarations. This has pressurised the DTH operators to cut their profits to the extent of making them unviable. At present, there are 80 million TV households in India, of which over seven million are DTH ones. Since the penetration is just under nine per cent, there is much room for a bundleive growth rate”, according to the Bharti Airtel’s head of brand and media, Chandrashekhar Balakrishnan. â€Å"This is what the company is focusing on, to enhance its subscription base to 20 per cent,” he added. Industry analyst Siva Sundaram said that India will be the leading power in Asia by 2010 in the field of cable market and by 2015; it will be the most profitable in the area of pay TV market.\r\nInterestingly, the rural rich were the first to positively respond to the advent of DTH industry and those in the remote areas with no or unreliable access to the cable services will be tap ped in by the DTH players. The ‘Indian Readership Survey 2008 R2’ findings have shown that the Dish TV is the largest player with over 3. 1 million subscribers, followed by DD Direct, Tata Sky and Sun Direct, which has a predominance in the southern zone. The zone wise outline puts the western zone with 2. 24 million topping he subscriber base charts and the North, siemens and East following the lead. While the ‘big game’ voluptuouss up between the DTH service providers, the regular big Indian couch potatoes may keep surfing the channels and choosing from the burgeoning options. expiration : A few things are assured in the DTH industry even in the face of paradigm shifts. First, the value of transponders is likely to declivity as compression allows more and more content to go through the same satellite, and as more satellite are launched. Second, as bandwidth explodes, so will demand for content.\r\nObscure sports and the like will become more valuabl e;conversely, much of the content that is soon valuable will face downward price pressure. Niche content providers will emerge. The industry is likely to be characterized first by a finis of fragmentation and then by an increasing soaking up of global consortia as unprofitable participants fold. What is clearer than ever is that satellite TV is here to stay and will play role in bringing television to mass around the world. RESEARCH OBJECTIVE The objective of the research is to find the consumer’s behavior and perception in buying the DTH services in the Indian market.\r\nThis will be done with help of a Questionnaire Survey based on the Consumer’s ‘Black Box’ through the entire decision making process of the consumer, which are as follows: • Problem Recognition • Information Search • Evaluation of Alternatives • Purchase Decision • Post †Purchase behavior And also with the help of certain important factors that contri butes heavily towards the consumer’s decision of buying a DTH service, in India, like the following: • Celebrity Endorsements • Other’s Influence • Purchase Timing • Purchase Amount • Dealer Choice\r\nIn short the research is carried -out to know what goes in the consumer’s mind before he finally buys the DTH services in the Indian market and also to know, when , where and how the consumer buys the services of DTH, in the Indian DTH market. RESEARCH METHODOLOGY RESEARCH METHODOLOGY DEFINED Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In this we study the various steps that are generally adopt by researcher in studying this problem along with the logic behind them.\r\nRESEARCH throw The research design selected is of descriptive type. Data is stash away through Primary and Secondary sources. PRIMARY obtain: A Question naire was prepared for the survey to know the consumer’s behavior in buying the DTH services. The survey was conducted on people who are already enjoying the services of the DTH regardless of age, income, lifestyle, gender etc. SECONDARY SOURCE: Journals and articles in the magazine, news paper and profits have been used in achieving the objective of the research. SAMPLE SIZE:\r\nA try on size of 150 existing users of DTH services was included in the survey through questionnaires (25 each from North Delhi, South Delhi, West Delhi, East Delhi, Gurgaon and Noida). The Sample was selected irrespective of age, gender, lifestyle, income. • get across 5. 1 WHAT function DID YOU apply onwards DTH SERVICES ? |Local conduct |142 | |Doordarshan Channels |8 | interpret 5. 1 ANALYSIS : From the supra pie-chart we can break up that 95% of people surveyed were using local cable as against 5% who were using Doordarshan channels.\r\n proofS: We can infer from the pie-chart th at majority of people surveyed were using the services of local cable operators and thus it also reflects that very small segment of people use only Doordarshan channels as a source of entertainment in Delhi & NCR. • TABLE 5. 2 WHAT WERE YOUR PERCEPTIONS OF DTH SERVICES BEFORE YOU USED IT ? |senior high school Initial constitute |42 | |High Monthly Rentals |66 | | measly Customer Service |22 | | short signal |30 |\r\nGRAPH 5. 2 [pic] ANALYSIS: From the to a higher place tending(p) bar diagram we can examine that 28% of people sensed DTH as it absorbs High initial cost,44% as High monthly cost,15% as unretentive customer service & 13% as Poor sign. consequence: We can now infer that most of the people before using DTH services cerebration it to have Heavy Monthly Rentals and also as something that had High Initial Cost inclined to it . Poor Signal was also an issue that people had thought DTH to be associated with and few people had perceive its Customer Ser vice as distressing. TABLE 5. 3 WHAT PROMPTED YOU TO SWITCH TO DTH FROM THE EARLIER SERVICES USED BY YOU ? BECAUSE DTH PROVIDES : |Better Service |45 | |Economical |5 | |Beeter film Quality |60 | | synergistic services |40 | GRAPH 5. 3 [pic] ANALYSIS: According to customers, reason for switching to DTH, because DTH provides: 30% believe it as better service, 3% as economical, 40% as better picture quality & 27% coz of interactive services by DTH. INFERENCE:\r\nWe can infer from above that most of the LCO’s customers left them and switched to DTH because of their problems with unequal picture quality and people also ditched LOC’s because of poor services from them and also lack of interactive services which was there in DTH. A very small percentage of people left LOC’s because of prices charged by LOC’s • TABLE 5. 4 WHERE DID YOU SEARCH FOR INFORMATION ON DTH BEFORE BUYING ONE ? | network |55 | |Dealers |55 | |Friends |30 | |Newspapers |10 |\ r\nGRAPH 5. 4 [pic] ANALYSIS: We can analyze from the above given graph that 37% each of people surveyed searched information on DTH from Internet & Dealers. 20% consulted Friends and 6% from Newspapers. INFERENCE: An evoke comes from the fact that when it comes to searching information about the DTH services when deciding to buy them, most of the people choose to search it on Internet & an equal no. of people visit Dealers to gather information. People also prefer to consult their Friends more than using Newspapers as a source of Information search. TABLE 5. 5 ON WHAT PARAMETERS DID YOU EVALUATE ALL THE AVAILABLE DTH SERVICES BEFORE DECIDING TO BUY BRAND OF DTH SERVICE ? | dear(p) Reputation |40 | | value |10 | | synergetic Services |40 | |Picture Quality |60 | GRAPH 5. 5 ANALYSIS: We can analyze that in terms of evaluation, 39% people rated Picture Quality,27% each as heavy Reputation and Interactive Services and 7% as Price as the major alternative evaluation factor.\ r\nINFERENCE: We can infer that the most important point of evaluating the available DTH options was the Picture, which was of paramount importance for prospective customers followed by Good Reputation and Interactive Services followed by the Price which only a meager population voted for. • TABLE5. 6 DO CELEBRITY ENDORSEMENTS CONTRIBUTE TOWARDS YOUR DECISION IN BUYING DTH SERVICES ? |Yes |35 | |No | one hundred fifteen | GRAPH 5. 6 [pic] ANALYSIS:\r\nWe can analyze that 77% of people surveyed said that Celebrity digestments do not have any impact on their decision in deciding which brand to by or not to by and only 23% people agreed that id does contribute towards their decision. INFERENCE: It is an enkindle inference from the above given graph and data that inspite of almost all DTH companies going for Big Celebrities to certify their brands, customers gave a thumbs down to celebrity endorsements with 77% people saying that they are not at all influenced by it and only 23 % saying yes to this idea. TABLE 5. 7 WHO WAS THE BIGGEST INFLUENCE ON YOUR FINAL leverage DECISION ? |Dealer |35 | |Family |20 | | animate Users |80 | |Only Me |15 | GRAPH 5. 7 [pic] ANALYSIS: We can analyze that Existing users are the biggest influence on the final purchase decision with around 54% people going for it followed by 23% for dealers, 13% for family and 10% deciding themselves. INFERENCE: We can easily infer from the above given graph and data that as expected nd as in all other industries that existing users are always the biggest influence on the final decision and it’s the same in the DTH industry, Dealers are also big influence on the final decision followed by family and ourselves. • TABLE 5. 8 argon YOU SATISFIED WITH YOUR DTH SERVICE ? |Yes |129 | |No |21 | GRAPH 5. 8 [pic] ANALYSIS: We can analyze that 86% of people using DTH services are quelled with the services and only 14% people are displease.\r\nINFERENCE: We can easily infer from the above given data and graph that most of the people, as expected are pretty much conform to with the DTH services, which provides so many added features with crystal clear picture quality. One more important thing that can be inferred is there are 14% people who are not satisfied with the DTH services, which should bother all the DTH players in the industry. • TABLE 5. 9 IF DISSATISFIED,THEN WHAT IS THE REASON FOR DISSATISFACTION ? Poor Customer Service |8 | |Poor Picture Quality |2 | |Poor Signal authorization |3 | |Costlier than Expected |8 | GRAPH 5. 9 ANALYSIS: Now, we can analyze that out of 14% displease customers,38% people’s reason of dissatisfaction is Poor Customer Service and an eaqual no. people designate that it costlier than expected followed by 15% with Poor Signal Strength and 9% with Poor Picture quality. INFERENCE:\r\nWe can easily infer that first of all there are very little dissatisfied customers and the major reason for dissatisfied customer’s are either Poor Customer Service or the Monthly rentals are higher than perceived or expected. Very small amount of people blames it on Poor Signal Strength followed by Poor Picture Quality. FINDINGS FOLLOWING ARE THE FINDINGS OF THE make known 1. Most of the users of DTH services today have migrated from the local cable operators in comparison with the viewers of Doordarshan network. So therefore this can viewed step of Doordarshan network viewers to local cable operators. . Initially before using the DTH service the perception of it was that of something that High monthly rentals and that comes with High initial cost. Many people also thought that as it is a satellite network, therefore there would be a lot of signal problems, with few of them having doubtful perceptions about its Customer service. 3. The major reason that led to people switching from their introductory services to DTH was Poor picture quality, Poor service and lack of interactive services (in the same order), which had an obvious solution in the DTH services. . It was found out that the prospective customers searched for information on DTH mainly from the internet and the dealers with equal no. of respondents going for them, wherein friends are also a good source of information. Newspapers no more are hot in information search in the DTH industry. 5. The most important parameter that the customers used to evaluate all the available DTH options was that it should have the best picture quality and then came the good Reputation and interactive services with the brand.\r\nPrice was not of that importance as the industry itself is gripped in price-war. 6. This was an interesting but an unexpected finding. Although almost all the DTH players have roped in big celebrities to endorse their brand, still people gave this idea a thumbs down and said it did not affect their decision. 7. The biggest influence on the final purchase decision was found out to be the existing users of the service with m ore than fractional of the respondents going for it followed by the dealers, then family members and then the respondents themselves. 8.\r\n talk about the post purchase behavior, a major chunk of population that was surveyed was pretty satisfied with the DTH service (86% of them) and will very much carry on with the DTH, wherein 14% of them showed dissatisfaction. 9. Now, the major reason of the dissatisfaction of the 14% dissatisfied customers were poor customer service and the fact that overall rent (different packages and different channels) was costlier than the expected. SUGGESTIONS FOLLOWING ARE THE SUGGESTIONS establish ON THE REASEARCH OBJECTIVES AND FINDINGS OF THE SURVEY : • Although the companies are targeting the complete set of television iewers across the country, but they should make duplicate efforts in specifically targeting the rurals whose only source of entertainment is Doordarshan channels only by customizing channel packages that suits their try out and their pockets as well. Catch them before they take the local cable operator’s route to pertain DTH. • Erase the prospective customer’s perception of DTH services requiring High Initial & High monthle costs and also that as it is a satellite network then it will always have signal problems. Reach the prospects and tell them that these are wrong perceptions and tell the advantages. The Companies should keep on striving for better picture quality, better customer service, and more and more of interactive services because these are the reasons and problems why the customers have migrated from local cable operators (LCO). • Now it was found out that the Dealers and the internet were the hottest zones for information search on DTH by the prospective customers. So, therefore the company’s should, for internet release in all the information regarding their product and service and also tell the prospects about the advantage of their services over t he competitors. Evaluation of alternatives by the customers are one of the most important stage for the company and the findings point out that in choosing a DTH service, the customer focuses mainly on the Picture Quality and the Interactive services provided by the company so these things should be provided best by the company to the customers. One more important point is although the DTH industry is gripped by price-war, the customers are impulsive to pay a little more if they get a better picture quality, more interactive services and better customer service. This was an interesting but an unexpected finding that although all the major DTH players in the country have roped in big celebrities to endorse their brand, but almost 78% of the respondents have rejected this idea and said that celebrity endorsements have no impact on their decision. So, therefore the companies should concentrate on ideas to effectively communicate their message to the final consumer or else than celebr ities to convey the message, which in turn would save lots of money given to celebrities as brand ambassador. Now just before buying a product or service the customer needs to b pushed in his or her decision and the results have found out that the biggest influence as far as DTH services are concerned are The existing users and the Dealers. So, therefore in order to take cope of the influence of existing customers the company has to provide the best of services to them in order to win the vocalize Of Mouth and to take care of Dealer’s influence the company should have trained sales personnel at the dealer counters. Although, the major TV viewing population are pretty satisfied with DTH services, there are few which are not satisfied and the major reason for their dissatisfaction are poor customer service and costlier monthly charges than expected. To take of the first reason the companies should understand the importance of customer service as a tool to increase sales and take care of the customer service and to take care of the second reason the companies should make the packages simpler and also a little economical.\r\nAbove mentioned are some of the suggestions for the DTH industry as a whole and for the DTH players in industry based on the Objectives of the research and the Findings of the survey & research which could increase the performance and sales for the companies. The above suggestions have come after an extensive study of the â€Å"CONSUMER BUYING BEHAVIOR” in the Indian DTH industry. CONCLUSION\r\nAfter extensively working on the buying behavior and the perception of the consumers in the Indian DTH industry, I came to know how important it is to understand and understand it to perfection, the buying behavior of the consumers as to how he behaves right from the point he recognizes a problem in his/her previous product or service, like in this case it was mainly the local cable operates. The companies here has to follow the cu stomer from there on to the last step of post-purchase behavior which helps companies to retain the existing customers and win the new customers.\r\nThe questionnaire that I prepared was a journey through the entire process of consumer’s perception and their buying behavior for DTH services. As it was directed at the current users, it was very fulfilling to understand what the current users of this service entangle at each stage of the process and as a result of this survey’s analysis and inference from the table and graph, there were some interesting and important findings which in turn gave way to some of very important suggestions that can be of great help to current DTH players in the Indian industry to improve their sales and efficiency.\r\nTo conclude, it was an experience that taught me a lot of things from understanding the in and outs of the Indian DTH industry, understanding the buying behavior of consumers, insights of market research, ways to efficiently a nd effectively interact with the respondents, to analyze and infer important information from the table and the graph. ———————†[pic]\r\n'