Volume 4, Issue 5 (May, 2015) Online ISSN-2320-0073

Published by: Abhinav Publication

Abhinav International Monthly Refereed Journal of Research in
Management & Technology
A STUDY ON CONSUMER PREFERENCE TOWARDS DTH
SERVICE IN COIMBATORE CITY
Dilip Kumar1
Research Scholar, PSG College of Arts and Science, India
Email: cdilip006@gmail.com

Dr. S.M Yamuna2

Head of the Department, PSG College of Arts & Science, India
Email: yamunajayaraj@gmail.com

ABSTRACT
The study can be focused on business concerns have to make a lot of efforts to sell their product and
establish their survival. It may be basically due to changes in attitude of consumers towards buying
products and changing business world. Every human being is changing time to time according to the
changing trends in every days life. The biggest changes occurred in consumer products, new and
innovative technology has used to satisfy the consumers. In this content the study is taken up with the
various DTH services which have considerable share in the market. This paper reveals the customer
perception towards DTH services in Coimbatore city and it also helps to analyze the competition exist
in the market regarding DTH services. The study is focused on the Six kinds of DTH services namely,
Sun Direct, TATA sky, Dish TV, Big TV. Videocon, Airtel. The task of the study is to know the
preference of the users in Coimbatore city among these various services. Various tools used to
analyses the data. The present study reveals that the majority of the respondents are using Sun Direct
because of its best picture quality, reasonable price, various kinds of packages and more channels. So
the DTH service providers must pay attention on Customer Service, picture quality, reasonable price
rather than other factors to make their business more successful and satisfy the consumers
Keywords: DTH Services

INTRODUCTION
The first satellite television signal was relayed from Europe to the Telstar satellite over North America
in 1996. The first geosynchronous communication satellite, Syncom 2, was launched in 1963. The
worlds first commercial communication satellite, called Intel sat I was launched in to synchronous
orbit on April 6 1965. The first national network of satellite television, called orbita, was created in
Soviet Union in 1967 and was based on the principle of using the highly elliptical molniya satellite for
re-broadcasting and delivering of TV signal to ground do unlink stations. The television population of
India is approx. 135 million and 80% of this population has to access to cable & satellite.
Direct to Home (DTH) television is a wireless system for delivering television, the broadcast signals
have been transmitted from satellites orbiting the Earth to the viewers house. The viewers dish picks
up the signal from the satellite and passes it to the receiver located inside the viewers house. The
receiver processes the signal and passes of to the television. The DTH has provided more than 200 of
to the television channels with excellent quality of reception along with telescoping. DTH is the best
mode for receiving channels. If we are staying at a rental house or if our job is transferable obviously
DTH is the choice than cable TV transmission, DTH works in every corner of a country.

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 Abhinav International Monthly Refereed Journal of Research In
Management & Technology
DTH has helped in keeping broadcasters in direct touch with consumer there by it eliminate the need
of local cable operators. DTH IS the reception of satellite programmers with in personal dish in an
individual home. It is a wireless digital audio video service delivered to a consumer through satellite.
DTH transmission has been received directly on the consumers TV Set through decoded by a set-up
box (STB). The set up box is the drive that has enabled subscribers to view pay channels. This
instrument decodes signals from the cable operators to view pay channels. It has monitor the number
and duration of channels viewed by subscriber.
List of Players in the Broadcasting as on 2013
Dish TV of ZEE group,
Tata Sky joint venture between Tata and Rupert Murdochs Sky TV,
Sun Direct of Sun Network,
BIG TV Reliance Anil Dhirubhai Ambani group,
Airtel digital TV of Bharati telemedia and
Videocon d2h of Videocon Industries.
Customers gave an overwhelming response to the services. Thus preference, beliefs and perception of
the customers on the DTH services had been so important that it has decided its inception, growth and
sustainability.
REVIEW OF LITERATURE
Myilsamy (2010)23 in his research study consumer brand preference towards using DTH services has
found that majority of the respondents were using DTH services because of more channels. He has
found the majority of them were using Big TV because of 900 service. He has suggested that DTH
providers have to increase various awareness programmers to create brand image through attractive
advertisement.
Rakshantha (2012)25 Indian DTH market forecast as per their new research report the number of DTH
subscribes is Forecasted to grow at a CAGR of around 25% during 2009-2012. This research provides
Extensive research and ration analysis of the DTH market in India. It will help clients to understand
the underlying potential of DTH services in the Indian television industry. The report will also help in
gaining insight into the prevailing key trends and development that are contributing positively towards
the growth of the market.
STATEMENT OF THE PROBLEM
DTH is growing throughout India with continuously with expanding technology, reliable
infrastructure, trustworthy customer service, interactive service and price-competitive offerings. The
entry of new players in the Indian DTH industry is intensifying competition. As there is a need to
know customer behavior is influenced by the perception and beliefs that her/he hold of the issues and
events. This made the researcher to attempt to study the perception and beliefs of the customer about
the DTH brands and service provided.
OBJECTIVES OF THE STUDY
1. To study the brand awareness of DTH service in Coimbatore.
2. To study on the consumer preference for DTH services in Coimbatore.
3. To examine to the factors that influence the consumer while selecting DTH services.
4. To study on after sales and services provided by DTH brand.
5. To evaluate the level of satisfaction derived by the consumer while using DTH services.

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 Abhinav International Monthly Refereed Journal of Research In
Management & Technology
RESEARCH METHODOLOGY
Research Design: The research design is determination and statement of general research approach of
strategy adopted for the particular product. It is the heart of the planning which the design adheres to
the research objected which will ensure that the needs will be served.
Descriptive adoptive has been followed in the study as it is invested to produce accurate descriptive of
various relevant to the decision faced without demonstrating that some relationship exist within
variable. It is used to measure the behavior variables of people of subject who are under the study.
Area of the study: The study is conducted with the Coimbatore City. It is a heavily industrialized city
and a regional hub for textiles, manufacturing, software services, education and health care. The city
has over 25,000 small, medium and large scale industries and 2IT SEZs. Coimbatore is known as the
Manchester of south India due to presence of a flourishing textile industry.
Sources of Data: Both primary data and secondary data have been used for the study purpose. The
primary data has been collected directly from the respondents through the questionnaire. The
secondary data has been collected by referring to Journals, Articles, and Magazines and various
relevant websites.
Sample size and Sampling method: The sample of 200 respondents was chosen for the study. For
purpose of the study, convenient random sampling technique is adopted.
Statistical Tools Applied
Descriptive analysis
Chi-square test
ANOVA
Average Rank
LIMITATIONS OF THE STUDY
1. All the respondents of this survey are based from Coimbatore city only.
2. The sample size is imitated to 200.
DATA ANALYSIS AND INTERETATIONS
Table 1. Demographic and Socioeconomic Characteristic of Respondents
FACTORS PARTICULAR NO OF RESPONDENTS PERCENTAGE
GENDER Male 148 74
Female 52 26
Total 200 100
AGE Below 20 Years 30 15
21-40 Years 100 50
41-60 Years 60 30
Above 60 Years 10 5
Total 200 100
MARITIAL Married 149 74.5
STATUS Unmarried 51 25.5
Total 200 100
EDUCATION No Formal Edu 5 2.5
School Level 33 16.5
Graduate 102 51
Post Graduate 48 24
Others 12 6
Total 200 100

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 Abhinav International Monthly Refereed Journal of Research In
Management & Technology
Table 1. Demographic and Socioeconomic Characteristic of Respondents (Contd.)
FACTORS PARTICULAR NO OF RESPONDENTS PERCENTAGE
FAMILY Upto Rs.10000 20 10
MONTHLY 10001-20000 74 37
INCOME 20001-30000 87 43.5
Above 30000 19 9.5
Total 200 100
OCCUPATION Employees 55 27.5
Business People 70 35
Professional 43 21.5
Home Maker 13 6.5
Others 19 9.5
Total 200 100
FAMILY SIZE Upto 2 Members 22 11
2-4 Members 39 19.5
4-6 Members 99 49.5
Above 6 Members 40 20
Total 200 100
Analysis of Variance
Ho: There is no significant difference between socio economic and demographic profile of the
respondents and after sales service.
H1 There is a significant difference between socio economic and demographic profile of the
respondents and after sales service.
Table Showing Socio Economic and Demographic Profile of the Respondents and After Sales and
Service
PARTICULARS MEAN F SIG
GENDER 0.185 3.898 0.010**
AGE 0.588 1.326 0.267
MARITAL STATUS 0.190 1.209 0.308
EDUCATIONAL QUALIFICATION 0.371 10.139 0.000**
MONTHLY INCOME 0.537 14.030 0.000**
OCCUPATION STATUS 1.484 1.096 0.352
NO OF MEMBERS 0.735 6.183 0.000**
Note: *Significant 5% @ .05 **Significant 1% @ .01
Ho: There is no significant difference between socio- economic and demographic profile of the
respondents and brand preference.
H1: There is a significant difference between socio- economic and demographic profile of the
respondents and brand preference.
Table Showing Socio Economic and Demographic Profile of the Respondents and Brand Preference
PARTICULARS MEAN F SIG
GENDER 0.118 65.093 0.000**
AGE 0.477 24.749 0.000**
MARITAL STATUS 0.175 9.838 0.000**
EDUCATIONAL QUALIFICATION 0.420 1.519 0.222
MONTHLY INCOME 0.591 9.662 0.000**
OCCUPATION STATUS 1.939 58.950 0.000**
NO OF MEMBERS 0.528 50.896 0.000**
Note: *Significant 5% @ .05 **Significant 1% @ .01
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 Abhinav International Monthly Refereed Journal of Research In
Management & Technology
FINDINGS, RECOMMENDATIONS AND CONCLUSION
Finding related to descriptive analysis
Majority (74%) of the respondent are Male, Majority (50%) of the respondents belong to the
age group of 21-40 years, Majority (74.5%) of the respondents are Unmarried, Majority (57%)
of the respondents are Graduates, Most (43.5%) of the respondents are under the monthly
income level of Rs.20000-Rs.30000, Most (35%) of the respondents are Business people,
Most (49.5%) of the respondents have 4-6 members in their family.
Majority (57%) of the respondents are aware of DTH service through Advertisement, Most
(45.6%) of the respondents are aware of DTH service in Newspaper & Magazine by the way
of Advertisement, Majority (54%) of the respondents are aware of the DTH service for a
period of 2 to 3 years, Most (46%) of the respondents are using DTH service for aperies more
than above 3 years, Most (44%) of the respondents are using Sun Direct.
Most (35%) of the respondents are using Edutainment package, Most (45.5%) of the
respondents have purchase DTH service for 4000-6000, Majority (52%) of the respondents
paid Cash on payment. Most (27.5%) of the respondents prefer Airtel service, Majority (74%)
of the respondents take fresh DTH service, Most (45.5%) of the respondents are reason for
shifting to Extra service, Majority (51%) of the respondents are influenced by Picture Quality,
Most (36%) of the respondents Recharge their service on Half yearly basis.
Majority (57%) of the respondents are opined the after sales & service of DTH service is good,
Majority (54.5%) of the respondents are provide use DTH service through distributors,
Majority (88.5%) of the respondents are shifted from cable operator to DTH services, Most
(48.6%) of the respondents are shifting from Cable TV to DTH service due to its service
Quality, Most (46.5%t) of the respondents get the service from Customer care,
Majority (55.5%) of the respondents are difference from DTH service to other service is
Clarity of channels, Most (43%) of the respondents are very highly satisfied, Majority (70.5%)
of the respondents are does not change DTH service, Majority (76.5%) of the respondents are
suggestion to continue to DTH service, Majority (53.2percent) of the respondents do not prefer
DTH service due to limited services.
Finding related to chi-square analysis
Age, educational qualification, family monthly income, occupation and family size have
significant influence on source of awareness towards DTH service.
Gender, educational qualification, family monthly income, occupation and family size have
significant influence on period of usage of DTH service.
Gender, age, educational qualification, family monthly income occupation and family size
have significant influence on factors of DTH Service.
Finding related to average rank analysis
Majority of the respondents has given a top priority to channels like Sports, followed by
Music, News, Movie, Business, Kids Special and Serials.
Finding related to analysis of variance
Hence the null hypothesis is rejected and alternative hypothesis is accepted related to after
sales & service.
Hence it can be concluded that socio economic and demographic of the respondents is
significantly related to Brand preference.

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 Abhinav International Monthly Refereed Journal of Research In
Management & Technology
Hence it can be concluded that that socio economic and demographic profile of the
respondents is significantly related to Quality.
Hence it can be concluded that that socio economic and demographic profile of the
respondents is significantly related to availability.
RECOMMENDATIONS
After Sales services: Nearly 57 % of the respondents are of the opinion that DTH service providers
are extending best after sales services. (This does not consider any particular DTH Brand.) so the
manufacturer can concentrate on after sales services.
Greater Customer Orientation: As the study reveals that there are vast opportunities as well as
challenges for the DTH services in India, due to technological innovations and significant change in
demographic profile of the customers, there is huge market potential lying ahead. Hence, in todays
competitive environment, manufacture will have to strive to attract and retain customers by
introducing innovative products, enhancing the quality of customer service and marketing a verity of
products through diverse channels targeted at specific customer groups. They have to meet the
customer expectations on various DTH services.
Creative Awareness: The study shows that the awareness level of DTH services is resected to only a
certain section of the society. Hence, manufacture must concentrated on the needs and demands of
various customers depending on their requirements. Advertising the products and explaining the
products elaborately will help in attracting more and more people.
Number of Channels: As far as the number of channels are concerned both DTH and Cable has
scored an equal score. But this does not take into consideration the 3D and HD channels offered by the
DTH service providers. Though channels offered by the DTH service providers are pay channels, these
kinds of services has a high opinion in the minds of the customers.
Customer Care: Customers appreciate not only consistencies in services but also hassle free interface
with technology. The level of frustration and dissatisfaction escalated when customer encounters
problems due to technology either while transacting business on site or off site. When customers file
complaint, it must be resolved immediately. From the study, it is inferred that a proper feedback must
be provided to the customer regarding the status of the problem. Now a days customers can directly
approach the grievances cell, Consumer Forum for redressed of their complaints. So concentrate on the
customer care.
Threat of new entrants: With already 6 players in the DTH space, threat of new entrants low. There
is already enough competition which will discourage new firms to enter this business. While getting a
license is relatively easy, the barriers to entry are high when it comes to pricing of CPE and getting the
required transponders.
CONCLUSION
Technology is the most critical determinant of structure of the organization. Technology has acted as
the prime factor to determine the structure of the broadcasting industry. The DTH industry is gaining
popularity very fast and the consumer is also ready to adopt this technology which is helping the
companies to gain market share but this thing is to be equally kept in mind that the consumers is easily
swayed away by the costs. The focus should be on providing value for money to the consumer with
more brands in the economy segment. As per the this study it is very clear that as far as the awareness,
perception, belief and acceptance is concerned DTH has won an Oscar, but with certain areas of
concerns and improvements such as., Packages, choice of channels and charges, Prompt information
about the services, High quality signal, Continuity of service. The DTH service brands should increase
the awareness for DTH services and outlets and help the customers believe that DTH services are cost-
effective. This perception will change into belief, then to demand and finally to loyalty.

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 Abhinav International Monthly Refereed Journal of Research In
Management & Technology
FUTURE OF THE STUDY
In today scenario, communication has been much faster day by day. The Direct to Home (DTH) TV
industry the past few years. This growth has been supported by huge investments by the existing as
well as new players. The entry of new players in the Indian DTH industry is intensifying competition.
Due to this intensified competition, installation prices are declining and subscribers now have a wide
range of operations. The reason for this high growth in DTH subscriber base can be attributed to the
fact that quality of services delivered by DTH is superior compared to cable or any other medium. The
study has been analyzed on the only on consumer awareness, perception, factors influencing their
purchase and satisfaction of their selecting DTH services. This can be further enhanced to retailers and
manufactures perspective.
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3. C.R. Kothari. Research Methodology methods and Techniques, New Age international (P) Ltd,
Publishing New Delhi Ed-2004.
4. Dr. S.P. Gupta, statistical methods, Sultan Chand & Sons Educational Publishers, New Delhi-2006.
5. Marketing Manager Handbook-Britt Guess second Revised Edition-UBS Publishers, Distributors
Ltd, New Delhi.

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