GUIDED BY, PRESENTING BY,

SRI. G.JITENDRA KUMAR .

MAHESH.S
A STUDY ON CONSUMER BEHAVIOUR TOWARDS DTH SERVICE
PROVIDERS, WITH REFERENCE TO SUN DIRECT.

By
Mr.S.MAHESH
(Reg.No. 361098045)

Under the guidance of

Sri. G.JITENDRA KUMAR MBA (Ph.D)
Department of Business Administration
SRI KALAHATISWARA INSTITUTE OF INFORMATION &
MANAGEMENT SCIENCES
(Approved by AICTE & Affiliated to s.v.university)
KAPUGUNNERI, SRIKALAHASTI -517641.
(2009-2011)
 Consumer behavior is defined as the behavior
that consumer display in searching for,
purchasing, using, evaluating and disposing of
product and services and ideas which they
expect will satisfy their needs.
Definition of Consumer behavior

“All psychological and, social physical behavior of

all potential consumers as they become aware of
evaluate, purchase ,consume and tell others
about products and services”.
:Presently as on 2010, these are the main DTH service providers in India

Dish TV - owned by Zee Network Enterprise (Essel Group Venture) , *

.. was the first commercial DTH service provider

TATA Sky – owned by TATA group, largest DTH service provider *

.presently in India

Sun Direct – owned by Sun group, primary focus is on low * •

.income groups and regional viewers

Reliance Big TV - Owned by Reliance group, new entrant into the * •

.market

Videocon d2h – Owned by Videocon group, new entrant into the market *
Airtel Digital TV – Owned by Bharti group, new entrant with *
aggressive
Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital
compression technology, transmitting using INSAT 4B at 93.5°E. It is the
.country's first MPEG 4 technology DTH service provider
Sun Direct is a DTH service in India headquartered in Chennai, Tamil Nadu.
Sun Direct TV was registered in February 16, 2005. However, the failed launch
.of INSAT 4C resulted in a lack of transponders, delaying the launch
The service was finally launched on December 2007 after availability of
.transponders from INSAT 4CR
Because of the lowest pricing of any DTH in India Sun Direct spread rapidly all
.over the country
On December Sun Direct was launched in Mumbai and announced its pan India
.launch
By 2009 it became leading DTH provider with 3 million subscribers. This makes
.it 4th largest DTH service provider of India
.In April 2009 Sun Direct officially launched its High-Definition service in India
Sun Direct uses the latest MPEG-4 based technology to increase broadcast
.capacity
 DTH
SERVICE PROVIDERS
 NEED FOR THE STUDY

The study is more concerned with the consumer behavior. The

decision making is processes where by a buyer decide to
purchase a particular product out of various alternatives.
Thus the study conducted is of real importance as it helps the
management to have a good knowledge of the buying behavior.
The study also helps to understand the reasons why one chooses
the organization’s product and some choose the product of that of
the competitors. The study of consumer behavior provides critical
information to the marketing managers in developing the
marketing strategies and tactics
 OBJECTIVES OF THE STUDY

To find out the Consumer Behavior towards DTH Services *

To find out the reasons why the customers are preferring *

. DTH Services

To find out who influenced the customer while purchasing *

. DTH Services

To know the satisfaction of consumer towards DTH *

. Services

.To know the future prospect of DTH Services *

 SCOPE OF THE STUDY

The scope of the study covers the areas of various

functions offered by DTH services. The research study is
limited to the area of Srikalahasthi. The reasons which
influence consumer buying decisions like Cost of the
product, Quality of picture & Sound, active services, type
of service provider that customers are preferring, future
prospective of the DTH services, the functions that most
preferred by the customers etc are taken into
consideration.
 RESEARCH METHODOLOGY

Research methodology is a way to solve systematically the research

problem. In this various types of techniques are generally adopted by a
researcher in studying the research problem along with the logic behind the
problem.

Method of study : Survey method.

Data collection mode : Questionnaire ( structured )
Sampling size : 150 customers
Sampling area : Srikalahasti.
Sampling methods : Convenience sampling

Types of Data
Data is recorded, measure phenomena specified by the researchers.
The research required both

*Primary data
*Secondary data
 LIMITATIONS OF THE STUDY

Primary study was limited to the area i.e., Srikalahasti only.

Limited time for the research of this topic.

A sample size of one fifty consumers is small a number to

research and get the conclusion regarding the market of
DTH users.

The findings of the study cannot be generalized for the

whole population.
Gender Wise Classification .1

Percentage No.of the Particulars

respondent
s
32% 48 Male
68% 102 Female
100% 150 Total

Graph 1 Gender wise classification

32

Male
Female

68

no of respondents

:Infe
From the above graph it is found that 68% of respondents are females and 32% of respondents are
 Table .2
2. Age wise classification of the DTH
users
Percentage of the No.of the respondents Age
respondents
08% 12 15-20
27% 40 20-35
47% 71 35-50
18% 27 Above 50
100% 150 Total
Graph 2
Age wise classification of the DTH users

Above 50 18

35-50 47 15-20
20-35
No.of.respondents 35-50
20-35 27 Above 50

15-20 8

0 10 20 30 40 50
Inference

From the above table it is found that 15-20years is 8%,20-35 is 27%,35-50 is 47%,above 50 is 18%dth users.
Table .3
3. Educational Qualifications wise classification

Percentage of the respondents No.of the respondents Educational

Qualifications
30% 45 Up to matriculate
38% 57 Intermediate
27% 41 Graduate
05% 07 Post graduate
100% 150 Total

Graph 3 40 38

35
30
30 27

25
20
15
10
5
5
0
Up to Intermediate Graduate Post
matriculate graduate
no of respondents

Inference:
From the above table it is found that up to10th 30%,inter 38%,graduate27%,pg 05%
of respondents are using sun DTH Services.
 Table4
Family Income .4

Percentage of the No. of the respondents Particulars

respondents

58% 87 Up to 8000
30% 45 8,000-15,000
12% 18 15,000above
100% 150 Total

Graph 4 Family Income

58
60

50

40
30

30

20
12
10

0
Up to 25,000- 75,000
25,000 75,000 above

Inference:
From the above table it is found that upto 25,000 is 58%,25,000-75,000 is
30%,75,000 above is 12% respondents are using DTH Services .
Table .5
Which DTH Services are using
Percentage of the respondents No.of the respondents Service name
13% 20 Airtel
32% 48 Dish TV
42% 63 Sun Direct
07% 10 Tata Sky
06% 09 Others
100% 150 Total

Graph 5
6 13
7

Airtel
Dish TV
Sun Direct
32 TATA Sky
Others
42

Inference:
From the above table it is found that 42% is sun,32% is dish,13% is airtel
of respondents are using DTH Services.
Table .6
6. Customers Duration of usage of DTH Services
Percentage of the No.of the respondents Particulars
respondents
43% 65 Below one year
52% 78 1-2 yrs
05% 07 2-3 yrs
00% 00 Above 3 yrs
100% 150 Total
Graph 6

60 52
43
50
40
30
20
5
10 0

0
Below 1 year 1-2 Years 2-3 Years Above 5
Years
no of respondents

:Inference
From the above table it is found that 52% of respondents are using DTH
services 1-2 years.
 Table .7
Reasons to purchase of DTH services

Percentage of the respondents No. of the respondents

Particulars

34% 51 Quality of picture and sound

05% 8 Active services

29% 43 Problem with local operator

08% 12 Various schemes

00% 00 Good customer care services

13% 19 Live record/pause/rewind

09% 14 Cost

02% 03 After sales service

100% 150 Total

 :Graph 7

After services 2

cost 9

Live revord 13
Good Service 0

Schemes 8

Problem Operator 29

Services 5

Quality 34

0 10 20 30 40
no of respondents

:Inference
From the above table it is found that 34% is quality
.&sound,29%problem with cable operator ,13% is live record of DTH services
Table .8
8. Which service provider gives you better connectivity

Percentage of the respondents No.of the respondents Particulars

12% 12 Airtel
35% 53 Dish TV
39% 58 Sun Direct
08% 12 TATA Sky
06% 09 Others
100% 150 Total

:Better connectivity
39
40
35
35
30
25 Airtel
20 Dish TV
12 Sun Direct
15 8
6 TATA Sky
10
Others
5
0
Airtel Dish TV Sun Direct TATA Sky Others

No. of re spondents

: Inference
From the above table it is found that 39% of respondents are preferring Sun Direct DTH services.
Table .9
9. Knowing about DTH Services
Percentage of the No. of the respondents Particulars
respondents
32% 48 TV
04% 06 News paper
25% 38 Friends
19% 28 Relatives
20% 30 Others
100% 150 Total
Graph 9

Others 30

Relatives 19

Friends 25

News papers 4

TV 32

:Inference 0 5 10 15 20
no of respondents
25 30 35

From the above table it is found that 32% of respondents are known about
from TV DTH services.
Table .10
10. Influence on selecting/Purchasing Service

Percentage of the respondents No. of the respondents Particulars

16% 24 Advertisement
39% 58 Friends
13% 20 Family members
20% 30 Shop Keepers
12% 18 Others
100% 150 Total

:Graph 10 39
Influence factor 40

35

30

25
20
20
16
15 13 12

10

0
Advertisement Friends Family Shop keepers Others
members
No of respondents :Inference

From the above table it is found that 39% of respondents are preferring Friends DTH services.
 Table .11
11. Most preferred function in
DTH:
Percentage of No. of the Particulars
the respondents respondents
54% 81 /Activegames/quiz
09% 14 On Demand Movies
00% 00 Selected channels
37% 55 Search and Scan Banner
100% 150 Total

Graph 11 60
54

50
37
40

30

20
9
10

0 0

No. of re sponde nts

:Inference
From the above table it is found that 50% of respondents are preferring
Live record/pause/rewind in DTH services.
 Table .12
12. Satisfaction on DTH Services

Percentage of No. of the Particulars

the respondents respondents
73% 109 Yes
27% 41 No
100% 150 Total

Graph 12

27

Yes
No

73

Inference:
From the above table it is found that 73% of respondents are
.continued to the DTH and 27% of respondents are not continued DTH services
Table .13
14. Future Prospect of DTH Services

Percentage of the No. of the Particulars

respondents respondents
64% 96 It will be an Essential item
17% 26 It will be of Moderate use
00% 00 It will be No use
19% 28 Any other
100% 150 Total

Graph 13
64
70

60

50

40

30 19
17
20
0
10

0
It will be an It will be of It will be No Any others
Essential Moderate use use

No.of respondents

Inference:
From the above table it is found that 64% of respondents are Essential item DTH
services.
15-20years is 8%,20-35 is 27%,35-50 is 47%,above 50 is 18%dth users.

 up to10th 30%,inter 38%,graduate27%,pg 05% of respondents are using sun DTH

Services.

 68% of respondents are females and 32% of respondents are males.

upto 8000 is 58%,8,000-15,000 is 30%,15,000 above is 12% respondents are using

DTH Services.

 42% is sun,32% is dish,13% is airtel of respondents are using DTH Services.

 52% of respondents are using DTH services 1-2 years.

34% is quality &sound,29%problem with cable operator ,13% is live record of DTH
services.

39% of respondents are preferring Sun Direct DTH services.

32% of respondents are known about from TV DTH services.

39% of respondents are preferring Friends DTH services.

50% of respondents are preferring Live record/pause/rewind in DTH services.

73% of respondents are continued to the DTH and 27% of respondents are not
continued DTH services.

64% of respondents are Essential item DTH services.

The service providers has to arrange recharge coupons available .1
.at all retail outlets

The service provider has to provide services for total time .2

period(i.e.30days in case they were recharged for 1 month)

The service provider has to give credit facility to customers for .3

.monthly recharges

In heavy rains/thunders the service provider has to respond .4

.immediately for customer complaints

The service providers has to install and activate as early as .5

.possible after customers takes new connection

If the companies provides inbuilt DVD with setup box they can .6
.increases their sales

The service providers has to respond properly if the customers .7

has changed location/house
 A STUDY ON CUSTOMER
SATISFACTION ON DTH SERVICES,SRIKALAHASTI.

:Name)1
) (Gender male ( ) fe male)2
] [ Age :a)15-20yrs b)20-35yrs c)30-45yrs d) above 50yrs )3
Educational qualifications)4
] [ a) Up to Matriculate b) Intermediate c) graduate d) Post Graduate
Family Income)5
] [ a)upto25,000 b)25,000 to 75,000 c)75,000 above
Which DTH Service do you use)6
] [ a) Airtel b) dish TV c) sun direct d) Tata sky e) others
From how many years years are you customer of DTH services )7
] [ a) Below 1 year b)1-2 years c)2-3 years d) above 3 years
For what reasons you have purchased Dth services )8
a) Quality of picture and sound b) Active services c) Problem with cable
operator d) Various schemes e) Good customer care services
f)Live record/pause/rewind g) cost h) After Sales service
In your openion which services gives better connectivity )9
] [ a) Airtel b) Dish TV c) Sun direct d) Tata sky e) Others
From where you came to know about the DTH services )10
a) TV b) Newspaper c) Family members d) relatives
] [ e) Others
Who Influence while selecting/purchasing service )11
a) Advertisement b) Friends c) Family members d) shop
] [ keepers
Which function you like the most)12
a) Live record /pause rewind b) On demand Movies
] [ c)Reminder Alarm programme
Are you satisfied with services )13
] [ a) Yes b) no
How do you see the future prospect of the product )14
It will be Essential in future prospect b)It will be of )a
-----------moderate use c) It will be no use dd) any toher
Any Problem you are facing with your Dth )15
services
----------------------------------------------------------
Any other Feature You wish to add in the)16
-------------------------------------------Dth services
 Bibliography

Marketing management - Philip Kotler,Keller,Koshy,Jha .1

Consumer Behavior - Suja Nair.2