A Final Research Report

On
A STUDY OF PENETRATION AND POPULARITY
OF DTH SERVICES IN PUNJAB REGION

Submitted to
PUNJAB TECHNICAL UNIVERSITY
JALANDHAR

In Partial fulfillment of the requirement for the

Award of degree
Masters of Business Administration(MBA)

Submitted by

Report Guide

Anmoldeep Singh Dhillon

Mam.Harmandeep kaur

1426421

APEEJAY INSTITUTE OF MANAGEMENT TECHNICAL CAMPUS

SESSION(2014-2016)

TABLE OF CONTENTS

Preface

Acknowledgement

ii

CHAPTER NO

CHAPTER TITLE

PAGE NO.

Introduction

1-13

Review of Literature

14-18

Need, Scope and Objectives of the Study

19-20

Research Methodology

21-22

Data analysis and Interpretation

23-37

Findings of the Study

38-39

Conclusion and Recommendations

40-42

References
Annexure

LIST OF TABLES

Table No

Table Name

Page No

5.1

People Aware about the DTH Services

22

5.2

People using DTH Services

23

5.3

The DTH Services and its users

24

5.4

Reason for Choosing DTH Services

25

5.5

Sources of Awareness

26

5.6

Users of Value Added Services

27

5.7

Packaging used

28

5.8

Customer Satisfaction

29

5.9

Customer Caring

30

5.10

Types of Recharge

31

5.11

Availability of Recharge Coupons

32

5.12

Technology Desired

33

5.13

Overall Rating for DTH

34

5.14

Satisfaction with Channels

35

LIST OF FIGURES
Figure No Figure Name

Page No

5.1

DTH Awareness

22

5.2

People using DTH Services

23

5.3

The DTH Services and its users

24

5.4

Reason for Choosing DTH Services

25

5.5

Sources of Awareness

26

5.6

Users of Value Added Services

27

5.7

Packaging used

28

5.8

Customer Satisfaction

29

5.9

Customer Caring

30

5.10

Types of Recharge

31

5.11

Availability of Recharge Coupons

32

5.12

Technology Desired

33

5.13

Overall Rating for DTH

34

5.14

Satisfaction with Channels

35

REFERENCES

GANGULI, S. (2008) DRIVERS OF CUSTOMER SATISFACTION IN THE INDIAN

CELLULAR SERVICES MARKET, THE ICFAI UNIVERSITY PRESS, NEW DELHI

KOTLER, P. & KELLER L. K. (2009) MARKETING MANAGEMENT, PEARSON

PRENTICE HALL, DELHI
KOTHARI, AMI & VELISETTY SWATHI SOOD PALAK (2008) COMSTAT 2008TATA SKY
KUMAR, G. (2008) COMPETITIVE STRATEGY: INDIAN DTH MARKET,
RELIANCE BIG TV
MALHOTRA,

K.

NARESH

(2008)

MARKETING

RESEARCH,

PEARSON

PRENTICE HALL, NEW DALHI

PRICE WATER HOUSE COOPERS PVT. LTD, (2009) INDIAN ENTERTAINMENT
AND MEDIA OUTLOOK 2009
RNCOS INDUSTRY RESEARCH SOLUTION (2009) INDIAN DTH MARKET
FORECAST TO 2015
UMAPATHY SIVASUNDARAM (2007) INDUSTRY ANALYSIS- DTH INDUSTRY
IN INDIA
WWW.DTHOFWORLD.COM

ANNEXTURE

QUESTIONNAIRE
Nam
e
:
Occupatio
n
:
Address
Contact
No

:
:

1. What type of network connection you are using for your TV(b) DTH satellite
(a) Cable Network
services
2. if DTH then which company services you are using(a) Tata Sky
(b) Reliance Big TV
(b) Airtel Digital TV
(d) Dish TV
(e) Sun Direct
(f) DD Direct
(g) Videocon d2h
Do you satisfied with your TV network
3. services?
(a) Yes

(b) No

4.

Which type of channel package you used most for your

entertainment?

5.

Have you switched over your TV network from Cable network to

DTH satellite
services?
(a) Yes
[]
(b) No
[]
6.if You Dont use DTH then what is the reason behind that(a) High
price
of
DTH
at
subscription
time.
[]
(b)High price of combo pack with respected to Cable
network.
[]
(c) Difficulties of choosing different channel packaging.
[]

(d)Others.
[]

Give
mark to the following factors on a scale of 1-5 (1= lowest.
5= highest)
7.How much the following factors had influenced you to switch over
from Cable network to DTH satellite service / to buy DTH satellite
service as first TV network.
1
2
3
4
FACTORS

Picture Quality
Channel Packaging
No Disturbance in service
Extra service
Quick services of instrument
supply
Online Payment
Facility (record, pause, load)
Celebrity Endorsement
Direct connect to Service provider
Electricity Disturbance

8.How much the following facilities and services you are getting
well from your network provider.
FACILITIES/ SERVICES
Picture Quality
Channel Packaging
No Disturbance in service
Extra service
Online Payment
Facility (record, pause, load)

9. Do you using any other alternatives of DTH services like IPTV /

Cell phone TV?
(a) Yes
(b) No
10. if Yes then specify the
alternative(a) IPTV

(b) Cell phone TV