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Chapter 1

INTRODUCTION

PART: A

ABOUT INDUSTRY:

BRIEF HISTORY

Tata Sky is set to revolutionize television viewing in India through its

superior digital quality picture and sound. The service aims to empower the

Indian viewer with Choice, Co tro! and Co "e ie ce through its wide array of

programming choices and interactive features. Tata Sky offers viewers a variety

of channels ranging from entertainment, sports, movies and music to news and

documentaries in DVD quality picture and CD quality sound.

Tata Sky has established an e tensive customer service networ! across the

country. It has engaged a field force of appro imately "### service engineers

who are complemented by high$end %& ' call centre(s, manned by multi$lingual

customer service associates, trained to solve all customer problems.

Tata )!y ta!es direct responsibility for installing and servicing the hardware at

every subscriber*s home, thereby ensuring the highest levels of customer

service.

Tata Sky retails its hardware and prepaid recharge vouchers through popular

consumer electronic stores to enhance customer convenience.

+


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The ) - brand, owned by the $based /ritish )!y /roadcasting 0roup,

brings to Tata Sky the reputation of more than %# years e perience of satellite

broadcasting. ) - is well !nown for the innovative products and services

launched by /)!y/, such as DT1 broadcasting in 2343, digital satellite

broadcasting in 2334, interactive television services in 2333 and the ) -5

personal video recorder in %##2. Tata Sky 6oins an international group of DT1

businesses that includes platforms as far apart as the and Italy in 7urope,

and 8e ico and /razil in 9atin :merica.

)pace TV is a T:T: $ )T:; 6oint venture, established in %##&, committed to

build state$of$the$art Digital infrastructure for service that would

allow it to reach every Indian home, however remote it may be. The service

plans to offer its subscribers the best of cable channels, new innovative

programming and interactive services.

Tata )!y satellite television service will redefine your TV viewing e perience

by offering you greater choice, control and convenience.

#RO$TH AND PROSPECTS

%&&'

Tata )!y announces ground$brea!ing price of ;s 2&33 for hardware

'

http://www.tatasky.com/pressroom-2008-tata-sky-announces-ground-breaking-price-of-rs-1499-for-hardware.htmhttp://www.tatasky.com/pressroom-2008-tata-sky-announces-ground-breaking-price-of-rs-1499-for-hardware.htm


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%&&(

Tata )!y introduces three new interactive services? :ctve Darshan, :ctve

9earning and :ctve )tories

Tata )!y e pands offering to 2 channels

Tata )!y crosses 2 million mar! in record time

Tata )!y offers @ months of free viewing

Tata )!y launches three new channel pac!ages

Aatch ICC Aorld Cup on Tata )!y with 1rithi! ;oshan

nparalleled Aorld Cup cric!et viewing e perience on Tata )!y

%&&)

Bee$Turner channels now on Tata )!y

Tata )!y launches :ctve Aiz !ids $ a unique edutainment service

Tata )!y launches pay$per$view service $ )howcaseTata )!y 9aunches :ctve )ports on 7)< )T:; )ports

Television finally becomes interactive with Tata )!y

Tata )!y )atellite Television )ervice 9aunches :cross the Country

Tata )!y partners with 1uma for set$top bo es

Tata )!y selects )un 8icrosystems to build state$of$the$art direct$to$home

=DT1> television service in IndiaTata )!y selects 8a us as its media buying partner

Tata )!y partners with Thomson for set$top bo es

Tata )!y selects D) systems to create India*s most advanced digital and

interactive DT1 service

4

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%&&*

T:T: $ )T:; DT1 venture signs lease agreement with I);

T:T: $ )T:; DT1 Venture ;eceives 8inistry*s Clearance

$HY TATA S+Y

Tata )!y satellite television service will redefine your TV viewing

e perience by offering you greater choice, control and convenience.

#reater choiceAatch a wide array of your favorite television channels in DVD

quality picture and CD quality sound• 0et your favorite recipes when you want on :ctve Coo!ing

•


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#reater co "e ie ce

• 0et a '$day listing of all programmes on TV with guide

• Catch a news story as it brea!s, simultaneously on four channels

on :ctve ewsroom• se the search F scan banner to find out what(s playing on other

channels without changing the channel you are watching 7n6oy fi ed channel positions and uniform volume levels across

all channels• E-perie ce . i terr.pte/ "ie0i 2 o longer get affected by

neighborhood power cuts. 7n6oy uninterrupted television as long

as you have electricity in your house.

3arket 4 3arketi :5

8ar!eting is so basic that it cannot be considered a separate function. It is

the whole business seen from the point of view of its final result. That is from

the customers( point of view.

5 Peter Dr.cker

3arket Ori i a / 6ea i :5

2#

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The term Gmar!etH is derived from the 9atin word 8arcatus( which

means merchandise, trade or a place where business is conducted. In ordinary

language the term mar!et means a place where goods are

bought and sold. 8ar!et need not necessarily means any particular place. It is

wider in scope.

D e7i itio 8:

:ccording to ) consumer affairs department, it costs five times more to

gain a new customer that to retain and e isting one. ther studies have reported

that with 6ust increase in customer retention a firm can raise its profitability

customers spend slowly at first, but with succeeding years of good e perience.

They will spend increasingly more.

3o/er 6arketi /e7i itio 8ay8 that

• Discovering and translating consumer needs and desires into products and

services

• Creating demand for these products and services

• )ervicing the consumer demand with the help of mar!eting channels, and

in turn.

• 7 panding the mar!et ever in the face of !nee competition.

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I6porta ce o7 6arketi i to/ay98 0or!/:

8ar!eting is considered to be the sole of modern business and society.

8ar!eting is the connecting lin! between the producer and consumers.

8ar!eting process bring new and improved quality goods to consumers,

mar!eting raises the standard of living of the people by satisfying varied and

innumerable needs and wants of consumers. 8ar!eting facilities mass

production. It will lower the cost of production and prices to consumers. 9ower price to consumers means a real rise in the national income.

CUSTO3ER A;UE AND SATISFACTION

8ichel porter of 1arvard proposed the generic value chain as a tool for

identifying ways to create more customer value. 7very firm is a collection of

activities that are performed to design, produce mar!et, deliver and support its

product. The value chain identification strategically relevant activities that

create valve and lost in business. These nine value creating activities which

consists of five primary activities and four supporting activities.

The primary activities represent the sequence of bringing materials into

business =inbound logistics> converting them into final products =operations>

shipping out the final products =out bound logistics>, mar!eting them and

serving them The supporting activities are procurements technology

development, and firm*s infrastructure is handled in certain specialized

2%


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departments.

CHAPTER %

RESEARCH DESI#N

TIT;E OF THE STUDY

“CUSTOMER SATISFACTION TOWARDS TATA SKY DTH SERVICES”

STATE3ENT OF THE PROB;E3

The second half of the last decade witnessed the entry of multinational

companies in Indian consumer durables mar!et. These companies being present

in all categories, practice aggressive mar!et penetration, mar!et share, and

consumer life time value share. :lthough T:T: is a multi product organization,

in India it presents only in few T:T: motors, T:T: Consultancy, T:T: )olar

etc.,> its strong presence being felt only in motors mar!et. In this stiff

competitive environment, mar!eters li!e DI)1.T.V , DD Direct


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OB


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and retain the consumers. This effort is made to !nown the consumer

satisfaction towards T:T: ) -.

RE IE$ OF ;ITERATURE

The preliminary stages of research wor! were unstructured, undisguised

e ploratory wor!. :nalysis of secondary data and pilot research with a group of

consumers is made to find out the awareness level of the consumers about

various brands of DT1 systems.

The findings of e ploratory research were used to develop questionnaire

which with suitable administration and analysis enabled to ma!e depth analysis

of li!elihood of purchasing T:T: ) -, ma6or influencers, image cared by

consumer dealers, most preferred perception and perception towards T:T: ) -

brand.


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2. )ales of T:T: ) - systems are declining due to rise of other new

different brands of )ystems.

%. )ales are not affected due to introduction or raise of other new different

brands of DT1 systems.

OPTIONA; DEFINITION OF CONCEPTS

3arketi 6a a e6e t:

8ar!eting management is a functional area of business management. It

has some unique importance in the modern business. It plays a vital role in

developing strategies, plans and programmers for each mar!et segment in order

to satisfy the customer wants.

Co 8.6er =eha"ior:

In the words of


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The consumers intend to be administered with the questionnaire were

prospects and e isting consumers with purchasing and influencing power. This

includes member of house holds who are either decision$ma!ing or influencer

for purchase decision to a large e tent.

Sa6p!i 8i?e ?

: representative sample =sample size 2##> of the potential and e isting

users was selected by the methods of 6udgment sampling. It includes a mi of

people from different income group and occupations. :nother sample the

constituted ma6or dealers were selected by the simple random sampling.

3ETHODO;O#Y

;esearch in common parlance refers to a search of !nowledge. ne can

also define research as a scientific and systematic search for pertinent

information on a specific topic. In fact research is an art of scientific

investigation, where in you move from the !nown to the un!nown.

8ar!eting research is defined as the systematic and ob6ective approach to

the development and provision of information for the mar!eting management

decision ma!ing process, it is this function that lin!s the mar!eters to

consumers and public through information, refine and evaluate mar!eting

actions, to monitor mar!eting performance, and to improve understanding of the

mar!eting process.

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It is the specification of method and procedure for acquiring the

information of the method and procedure for acquiring the information needed.

It is overall operational pattern of frame wor! of the pro6ect that stipulates what

information is to be collected from which sources using what procedures. This

type of study is factual and is very simple.

TYPE OF RESEARCH P;US TOO;S FOR DATA CO;;ECTION

Pri6ary /ata:


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The data collected was classified and tabulated for analysis purpose and

charts and graphs are used to find the conclusions. :fter collecting all the

information was transferred to a wor!sheet the data relating to set of the

ob6ectives was then classified and the findings recovered after which the data

was graphically represented.

1ere some special statistical techniques are used some of them are

mentioned below? $

• )ampling statistics.

• Chi square analysis.

• :nalysis of variants.

• Correlation

REFERENCE PERIOD

The duration of the study is @&/ay8

;I3ITATIONS OF THE STUDY

It is one time study.

The study is restricted to /angalore city and the findings may not be

applicable to any other geographical location.

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on$coverage error K because of inadequacies in the sampling frame J

design. Eield error K respondents may have provided responses, which differ

from what is actually true to correct.

CHAPTER SCHE3E

Chapter 1:

INTRODUCTION

The first chapter is the introduction to the study. It provides basic information

about the study and the theoretical bac!ground of the study.

Chapter %:

RESEARCH DESIN#

The second chapter is about the design of the study. It gives an outline about the

pro6ect such as the statement of the problem, needs, its ob6ectives, scope,sampling techniques, sampling design and tools for collecting data, limitations

and overview of the pro6ect.

Chapter 3:

CO3PANY PROFI;E

%#


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The third chapter is the profile of the Company F its Eunctional departments. It

gives a detailed description about the origin of the T:T: Company in India. The

chapter outlines the growth, developments and present status, future prospects

and plans of the company.

Chapter :

DATA ANA;YSIS AND INTERPRETATION

The fourth chapter is the data analysis and interpretation. It gives description

about the tabulation, interpretation, and analysis of the primary data collected

by the use of the questionnaire for the survey.

Chapter *:

SU33ARY OF FINDIN#S AND CONC;USION The fifth chapter is the summary of Eindings and conclusions It gives a brief

summary of finding and conclusions about the pro6ect underta!en.

Chapter ):

RECO33ENDATIONS AND SU##ESTIONS

The si th chapter is the recommendations and suggestions. It gives a brief recommendations and suggestions about the pro6ect underta!en.

Chapter (:

APPENDICES AND ANNE URE

This section contains the questionnaire, which was used to collect the data from

the respondents

%2


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Chapter ':

BIB;IO#RAPHY

The bibliography from where information was gathered.

CHAPTER @

CO3PANY PROFI;E

I ceptio :

Incorporated in %##&, Tata )!y is an 4#?%# 6oint venture

between the Tata 0roup and )T:;, offering viewers aworld$class television viewing e perience through its direct$to$home =DT1>

television service. The )!y brand, owned by the $based /ritish )!y

/roadcasting 0roup, has more than %# years of e perience in satellite

broadcasting, and is well !nown for its innovative products and services. Aith

this service, Tata )!y has 6oined a select international group of DT1 businesses

that operate in areas as far away as the and Italy in 7urope, and 8e ico and/razil in 9atin :merica.

Area8:

Tata )!y offers viewers a variety of popular channels in categories ranging

from entertainment, sports, movies and music to news and documentaries in

DVD$quality picture and CD$quality sound. The service further aims to

empower television viewers with choice, control and convenience through a

%%


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wide range of programming and interactive features, thus becoming a one$stop

shop for all the television entertainment needs of customers.

Aith state$of$the$art digital infrastructure and partners that include global

leaders in digital technology, Tata )!y provides for hardware installation at

subscribers* homes, as well as after$sales service through an e tensive customer

service networ! that provides complete customer care. Tata )!y also retails its

hardware and prepaid recharge vouchers through popular consumer electronic

stores to facilitate consumer access.

The Tata 0roup*s business activities are conducted through 34 companies

operating in seven business sectors. It has a presence in si continents and holds

leadership positions in many industry segments, among them tea, software,

automobiles, energy and hospitality. Aith revenues, in %##+$#', of L%4.4 billion

=;s2%3, 33& crore>, it has a mar!et capitalization of L+@."% billion as on

Eebruary ', %##4.

The Tata 0roup is one of India*s largest and most respected business

conglomerates. It comprises 3" operating companies in seven business sectors?

information systems and communications, engineering, materials, services,

energy, consumer products and chemicals. The Tata 0roup has operations inmore than countries across si continents and its companies e port products

and services to 2 nations. The 0roup 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 0roup the

trust of many millions of sta!eholders in a measure few business houses

anywhere in the world can match.

%"


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conglomerates, with revenues in %##+$#' of L%4.4 billion =;s2%3,33& crore>, the

equivalent of about ".% per cent of the country*s 0D


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DT1 services in India and offer customers with the best satellite TV services

available.N The agreement with Tata )!y mar!s Thomson*s entry into the DT1

)atellite television mar!et with set$top bo es developed and customized forTata )!y at its ;FD centre in /angalore .

TYPE

Tata )!y 9td., a 6oint venture of T:T: and )T:;, is committed to build a state$

of$the$art Digital infrastructure for service that would allow it to

reach every Indian home, however remote it may be. The service plans to offer

its subscribers the best of cable channels, new innovative programming and

interactive services.

NATURE

The Tata 0roup comprises 34 operating companies in seven business sectors?

information systems and communicationsO engineeringO materialsO servicesO

energyO consumer productsO and chemicals. The 0roup was founded by Pamset6i

Tata in the mid 23 th century, a period when India had 6ust set out on the road to

gaining independence from /ritish rule. Consequently, Pamset6i Tata and those

who followed him aligned business opportunities with the ob6ective of nation

building. This approach remains enshrined in the 0roup*s ethos to this day.

Tata Sky is set to revolutionise television viewing in India through its superior

digital quality picture and sound. The service aims to empower the Indian

viewer with Choice, Co tro! and Co "e ie ce through its wide array of

programming choices and interactive features. Tata Sky offers viewers a variety

%@

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of channels ranging from entertainment, sports, movies and music to news and

documentaries in DVD quality picture and CD quality sound.

TATA Bra /


conglomerates. It comprises 3" operating companies in seven business sectors?

information systems and communications, engineering, materials, services,

energy, consumer products and chemicals. The Tata 0roup has operations in

more than countries across si continents and its companies e port products

and services to 2 nations. The 0roup 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 0roup the

trust of many millions of sta!eholders in a measure few business houses

anywhere in the world can match

BOARD OF DIRECTORS

8r ; Tata =Chairman>8r Pames 9eng = on $ 7 ecutive Deputy

Chairman>

8r usli Aadia =Company Director>

8r ) 8

8r )uresh rishna =Einancial Institutions* ominee>

8r Ishaat 1ussain =/oard 8ember>

%+

http://www.tatasteel.com/company/Rtata.asphttp://www.tatasteel.com/company/jamesleng.asphttp://www.tatasteel.com/company/nusli.asphttp://www.tatasteel.com/company/sam.asphttp://www.tatasteel.com/company/suresh.asphttp://www.tatasteel.com/company/ihussain.asphttp://www.tatasteel.com/company/Rtata.asphttp://www.tatasteel.com/company/jamesleng.asphttp://www.tatasteel.com/company/nusli.asphttp://www.tatasteel.com/company/sam.asphttp://www.tatasteel.com/company/suresh.asphttp://www.tatasteel.com/company/ihussain.asp


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Dr Pamshed P Irani =/oard 8ember>

8r )ubodh/hargava

=/oard 8ember>

8r Pacques)chraven

= on $ 7 ecutive IndependentDirector>

Dr :nthony1ayward

= on $ 7 ecutive IndependentDirector>

8r

8r / 8uthuraman =8anaging Director>

Dr T 8u!her6ee = on 7 ecutive Director>8r :ndrew ;obb = on 7 ecutive Independent

Director>

3ANA#E3ENT

8r /8uthuraman

8anaging Director

8r 1 8 erur!ar Chief perating fficer=)teel>

8r : D /ai6al Vice


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8ineral ;esources>

8r Chaturvedi

Vice

8r ; < )ingh Vice


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BUSINESS OPERATIONS IN INDIA

Na6e o7 8tate E6ai! a//re88 o7 o/a! o77icer

%3


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:ndhra


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E-te 8i"e C.8to6er Ser"ice Net0ork

Tata Sky has established an e tensive customer service networ! across the

country. It has engaged a field force of appro imately "### service engineers

who are complemented by high$end %& ' call centers, manned by multi$lingual

customer service associates, trained to solve all customer problems.

Tata )!y ta!es direct responsibility for installing and servicing the hardware at

every subscriber*s home, thereby ensuring the highest levels of customer

service.

Tata Sky retails its hardware and prepaid recharge vouchers through popular consumer electronic stores to enhance customer convenience

O77eri

In addition to new channels and e citing interactive features, Tata Sky offers all

popular television channels, thus becoming a one$stop shop for all the television

entertainment needs of customers

Sate!!ite:

Tata Sky has leased all 2% u$/and transponders on I); (s Indian

satellite, I ):T &:, the most advanced and high$powered $/and

communication satellite in the region, developed !eeping in mind

local requirements. The satellite enables Tata Sky to offer superior

picture and sound quality with a wide range of channels.

B.8i e88 S.pport So7t0are:

NDS: Tata Sky has partnered with D), the leading provider of

technology solutions for pay television. D) systems has played a

!ey role in the end$to$end system architecture and launching the

"2


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nationwide digital service. The D) Video0uard conditional access

solution provides superior broadcast security, and enables Tata )!y to

offer multiple programming and pricing pac!ages.

Sie=e!: Tata Sky has selected )iebel, leaders in Customer

;elationship 8anagement =C;8> software, to support operations

across the areas of call centre and field service operations, customer

order management .

+e a : Comverse(s enan ES billing software has been selected tosupport billing for all residential, institutional and commercial

customers. The enan software has been enhanced specifically for

Tata Sky , to support a first in industry pre$paid billing capability

which will provide customers convenient payment options.

SAP ? ):< the leading 7nterprise ;esource


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Di ico6p:

Tata Sky has partnered with Thomson and 1uma , world leaders in

digital broadcast technology for building top$of$the line digicomps,

customised specifically for the Indian mar!ets. The technology(s

feature rich design enables Tata )!y to deliver multiple programming,

pricing pac!ages and interactive services to its customers.

Sy8te68 I te ratio :

Tata Co 8.!ta cy Ser"ice8 TCS ? TC) is a )ystems

Integration partner for Tata )!y 9td. It supports IT operations in the

areas of billing, 7;< and other customer care and employee related

internal facing applications.

Ser"ice S.pport:

Ser$i?So! ? )erAiz)ol provides Tata )!y with three high$end call

centres offering round$the$cloc! support in 22 different languages at

was un heard of in this region comprising states of


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7nquries by E7 reveal that Tata )!y, though a late entrant has been able to sell

more than three la!h units in


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• 7stablished itself as the fastest growing

"@


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• /ecome the gold standard in customer service? achieved globally best$in$

class =durable and telecom industries> customer satisfaction scores =eQ

)core U 44 according to the ielsen study>

• Introduced first$time ever interactive television promotions across

popular television channels including )ony =Indian Idol highlights on$

demand>, )T:; Aorld F )T:; ne = offee with aran Contest> and

)T:; 0old =Tata )!y


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:ccording to Aaterman et al., organizational change is not simply a

matter of structure, although structure is a significant variable in the

management of change. :gain it is not a simple relationship between strategy

and structure, although strategy is a critical aspect. In their view effective

organizational change may be understood to be a comple relationship between

strategy, structure, systems, style, s!ills, staff and super co$ordinate goals.

The framewor! suggests that there is a multiplicity of factors that

influence organizations ability to change and its proper mode of change.

/ecause of interconnectedness of the variables it would be difficult to ma!e

significant progress in one area without ma!ing progress in the others as well.

12 SUPER CO5ORDINATE #OA;S

#OA;S AND 3A


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The ultimate goal is to ma!e T:T:


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To benefit society at large the innovation, quality, productivity, human

development and growth into generate sustained surplus, always striving for

e cellence, within the frame wor! of the law and which pride in ethical values.

Investing in the core brands to meet ever$changing consumer

e pectations.

ffering quality products and value for money to the consumers.

Constantly controlling costs to be the lowest cost producer.


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• Importing training and enhancing development of all employees in

the organization

• Delivering quality products, services at a competitive price F to

achieve customer satisfaction on time

• :chieving and sustaining leadership through a concerted effort

towards creativity and innovation.

• Eacilitating absolute decision ,ta!ing through the adequate use of

data

•


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• The organization philosophy revolves around the development of people

in this own 6obs in such a manner so as to prepare them to face any

difficulties.

E ha ce6e t o7 8ki!!8

)uitable training is imparted to enhance the multiple s!ills of the

e ecutives and to enrich their multi$functional tas!s.


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this resource. It is imperative for an organization to constantly nurture people

and have their capabilities for optimal performance.


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SCOPE:

• :nnual appraisal?

:pplicable to all regular employees who have completed minimum si

months of service in the organization


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n receipts of applications through e ternal sources, through screening

will be done at the department tend. The short listed candidates will be called F

interviewed by a committee consisting of respective 1 DJsection heads F one

representative from 1; department. The selection will be made based on the

over all performance of the candidate and who has pee the company(s

requirement.

The recommended candidates for selection by the committee will be put

through final interview with P8D F C7 or the selection papers will be put up

to P8D F C7 for P8D F C7 offer letters will be issued sub6ect to their

medical fitness duly certified by our medical superintendent.

n 6oining, the candidate will be required to fill up the 6oining report

which includes nominations under provident fund, gratuity, group personal

accident =0.

The newly 6oined employees will be issued with a 6oining circular

welcoming them for the company along with an advice to attend half day safety

training programmed.


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)tyle is one of the seven levers which top managers can use to bring

about organizational change. The style of organization according to the

8c insey(s framewor! becomes evident through the patterns of actions ta!en

by embers of the top management team over period of time.

H.6a Re8o.rce Depart6e t:

Aor!ing environment.

• Discipline.

• 1ealth F safety.

$ork c.!t.re:

• E77ecti"e co66. icatio .

• $orki r.!e8 a / re .!atio 8 .

• Atte /a ce .

• Pai/ ho!i/ay8 .

;ea"e .• Pro=atio .

• Dep.tatio 2

T:T:


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another department for a particular assignment. In such a case, the required

employee may be put on deputation for that specific 6ob.

*2 STRUCTURE

The design of the organizational structure is a critical tas! of the top

management of the organization. It is the s!eleton of the whole organization

edifice. It prescribes the formal relationships among various positions and

activities. rganizational structures are there along with the departmental data.

)2 S+I;;S:

Aaterman et al considers Gs!illsH as one of the most crucial attributes or

capabilities of an organization. The term Gs!illsH include those characteristics

which most people are to describe a company(s distinctive competence. The

dominant s!ills are the distinctive competences of an organization are part or

the organizational character.

ENHANCE3ENT OF S+I;;S

)uitable training is imparted to enhance the multiple s!ills of the

e ecutives and to enrich their multi$functional tas!s.

&+


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54%28%

14% 4%

AGE GROUP OF RESPONDENTS

22-30 30-40 40-50 Above 50

I terpretatio : @& of the respondents belong to the age group of %%$"#, followed by

%4 belongs to "#$ years age group. The ma6ority of the end users are basically influenced by their wor! culture in their society. The nature of thewor! done is within house hold.

#e /er o7 the re8po /e t8

SE NO2 OF RESPONDENTS OF RESPONDENTS8:97 '4 '4

&4


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E78:97 %% %%Total 2## 2##

)ource? survey

78%

22%

Gender of the respondentsMALE FEMALE

I terpretatio :

8ost of the viewers are male. %% viewers are female.

&3


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G.a!i7icatio o7 the re8po /e t8

GUA;IFICATION NO2 OF RESPONDENTS OF RESPONDENTS0;:D :T7) @% @%

< )T 0;:D :T7) 24 24T17;) "# "#Total 2## 2##

)ource? survey

GRADUATESPOST GRADUATES

OTHERS

52

1830

52%18%

30%

Quali !ation of the respondentsNO. OF RESPONDENTS % OF RESPONDENTS

I terpretatio :

It is found that the @% of the user are graduates in different fields mainlyconsidering of the engineers and 24 of post graduates constituting of 8/:,8C:, 8)c other constitute businessmen who have done 6ob oriented courses,diploma holders etc.

@#


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Occ.patio o7 the re8po /e t8

OCCUPATION NO2 OF RESPONDENTS OF RESPONDENTS)79E 78


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2 9: 1) T @ 9: 1) @# @#+ 9: 1) T 2@ 9: 1) 2# 2#

:/ V7 2@ 9: 1) # #

)ource? survey

LESS THAN 1 LA HS! 40%

1 LA HS TO5 LA HS! 50%

" LA HS TO 15 LA HS! 10%

I terpretatio :

8a6ority of the respondents fall in the income group between 2 to @ la!hs who are

professional li!e engineers, doctors, 8/)(s and businessmen are conscious about their fair

!nowledge about 8ovie Channel. :round of the respondents fall below the 2 la!hs

income group and are e ecutives and officials. 2# of the respondents are self employed.

Do yo. 0atch the pro ra6 o7 3o"ie Cha e!

@%


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30%

70%

#ES NO

)ource? survey

I terpretatio :

8a6ority of respondents are not watch 8ovie Channel.

$hat type8 o7 pro ra6 yo. !ike 6o8t i 3o"ie cha e!

@"


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Se$ &' S(o$)* Ne+* Mov e* Re&' ), S o+0

5

10

15

20

25

30

)ource? survey

I terpretatio :

8a6ority of the respondents li!e to watch movies and local news on

8ovie channel. ;eality shows are also popular.

Ho0 6a y ho.r8 i a /ay yo. 0atch ca=!e T =a8ica!!y 3o"ie Cha e!

@&


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1-2 $*! 30%

2-3 $*! 42%

3-4 $*! 18%

o$e ) &/ 5 $*! 10%

)ource? survey

I terpretatio :

8a6ority of the respondents watch cable TV specially 8ovie Channel %$"

hrs in a day. ffice wor!er and professional can watch 2$% hrs only due to busy

schedule.

#hat is $our opinion on %o&ie 'hannel(

@@


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40%

10%

30%

20%

Goo e$, Goo Ave$& e Poo$

)ource? survey

I terpretatio : 8a imum numbers of respondents feel good about 8ovie

Channel. )ome rated it as a average channel.

#ill $ou su))est $our friends* Relati&es* Nei)h+ors to ,at!h

%o&ie 'hannel(

@+


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#e* No &/ ) *&,

45

20

35

)ource? survey

I terpretatio : &@ respondents said they will suggest 8ovie Channel. "@

did not reply anything.

$hat yo. thi k a=o.t the .a!ity o7 ca=!e cha e! 3o"ie Cha e!

@'


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E e6e''e/) e$, Goo Goo Ave$& e Poo$

811

27

34

20

Se$ e* 1

)ource? survey

I terpretatio :

8a6ority of respondents said that the quality of cable channel =8ovie Channel>

is average. %' of the respondents are satisfied with the quality.

Do yo. thi k that ca=!e cha e! 3o"ie Cha e! i8 "a!.e 7or 6o ey ? ( !

re"pe#t t$ %hat &$' are pa& ! )

@4


54/78

#e*! 55%No! 35%

&// ) S&,! 10%

)ource? survey

I terpretatio :

8a6ority of the respondents =@@ > still thin! that cable TV =8ovie

Channel> is still value for money in respect to other media services.

$hat yo.r pre7ere ce 7or a e0 ca=!e co ectio i 7.t.re i re8pect to

DTH a / I ter et T

@3


55/78

&b'e

DTH

/)e$/e) T

45

30

25

- of preferen!e% o ($e e$e/6e

)ource? survey

I terpretatio :

8a6ority =&@ > of the respondents still prefer cable connection.

Are yo. 0a te/ to i"e a y a/"erti8e6e t o7 yo.r co cer i ca=!e cha e!

3o"ie Cha e! (Op ! $! $* the +'" !e"" ,e!)

+#


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#e* No &// ) S&,

30

20

50

I terpretatio :

"# of the respondents were interested to display their advertisement in cable

channel =8ovie Channel>.

Are yo. 8ati87ie/ 0ith the 8er"ice o7 yo.r Ca=!e operator

+2


57/78

45%55%

#e* No

)ource? survey

I terpretatio :

8a imum subscribers are not satisfied =@@ > with the service level of their

cable operators.

+%


58/78

Chart: 1)

LESS THAN 50! 53%

50-100! 33%

100-200! 13%

I 7ere ce:

+"


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Demand on some of the DT1 )ystems of T:T: ) - brand is less. It has

to indirectly enhance the demand for their products.

Ta=!e No2 1(: A"era e 8a!e8 per 6o th2

NO2 OF UNITS NO2 OF

RESPONDENTS

PERCENTA#E

97)) T1: @ #@ ""+ T 2# #3 +#

22 T 2@ #2 #'2+ T %# ## ##

Total 2## 2##

)ource? survey

I terpretatio :

The above studies show that &4 of the dealers will sell only @ units or

less than @ units per month. of the dealers will sell + to 2# units per month

and only 2% of the dealers will sell nearly 22 to 2@ units per month.

+&


60/78

Chart: 1(

LESS THAN 5 " TO 10 11 TO 15 1" TO 200

1

2

3

4

5

"

7

8

9

I 7ere ce:

)ales of T:T: ) - in relatively less, it need to ta!e some sales

promotional techniques.

Ta=!e No21': Co 8.6er98 pre7ere ce o7 DTH Sy8te68 to/ay

+@


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BRANDS NO2 OF

RESPONDENTS

PERCENTA#E

T:T: ) - "# "#

DI)1 T.V %% %%DD Direct


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TATA S # D SH T. DD D $e6) P':* SUN D $e6) STAR T.0

5

10

15

20

25

30

35

I 7ere ce:

Ahen its comes to /rand and preference of consumers T:T: ) - lags

behind DI)1 T.V.

Ta=!e No2 1 : Co6pa ie8 o77eri DTH Sy8te68 a!o 0ith Ser"ice8

DIFFERENT

BRANDS

NO2 OF

RESPONDENTS

PERCENTA#E

+'


63/78

T:T: ) - &4 &4DI)1 T.V %3 %3

DD Direct


64/78

I 7ere ce:

T:T: with reference to DT1 systems and DT1 production has a healthy

competition as there are not that many companies which offers services.

CHAPTER *

SU33ARY OF FINDIN#S AND CONC;USION"@ of population is aware of DD because of its aggressive advertising

campaigns and also its presence in other consumer durable products

ma!es the consumers to recall the brand name. Ahen people thin! of

DT1 )ystems, D ;D:;)1: stri!es first to their mind because of its

frequency of viewing many programs.

+3


65/78

:fter D ;D:;)1: (s wide awareness, T:T: ) - and DI)1 T.V

are en6oying the ne t awareness level in the mar!et.

:dvertises plays a ma6or influences role as it is found in "# of the cases

as buying influencer. It is first and also effective medium of consumer

awareness of the products in the mar!et. Eriends and children constitute

for @# and %& respectively, who are considered as good influencers as

they are the users of the product and their advice is considered in decision

ma!ing spouse, others and relatives are considered in the hierarchy of

influences regarding the purchase behavior !nowledgeable people,

satisfied consumers and dealers also hold the influencing weight age.

%& of the non$users of DT1 )ystems are viewing to buy T:T: ) -

due to its low price as the !ey attracting attributes are bac!ed up its loo!s

and availability. Indian consumers are very price sensitive and any slight

decrease in price will have an impact on its usage. T:T: brand strategy is

its penetrating price though it does not possess other features in its DT1

systems. /uying behavior of consumers depends upon its price, durability

and service, as these products are not replaced very often.

'#


66/78

%& of the non$users were willing to buy T:T: ) - DT1 )-)T78).

)uperior technology, differentiated features, performance and low power

consumption guided their choice.

, most of them

watch news channels and very few match entertaining channels.

%2 of the DT1 )ystems users are of T:T: ) - followed by DI)1 T.V,

DD Direct


67/78

8ost of the consumers did not consider consumption, service and design

while purchasing their DT1 )ystems

T:T: dealers are getting a good margin on the DT1 systems from the

company. Intensive competition in the mar!et has

compelled them to pass out ma6or portion of margin provided by the

company to the consumers. This resulting in the form of sales at lower

price than what the company proposes to sell.

T:T:(s strength lies in its technology, loo!s and advertisements

campaign, which is its main future and wea!ness, or its price and

presence in other consumer durables. DI)1 T.V strength is its brand

name, service and reach of the products to consumers and less

competition in that segment. Its wea!ness lies in its product range. )T:;

T.V with its price and loo!s has strengths and wea!nesses are its product

parts.

Consumers mostly prefer T:T: ) - ="# > because of its advertisements

and also its low price range.

'%


68/78

It is found that men ta!e a lead in ma!ing the purchase decision ='4 >

and women areas are shown less interest.

It is found that ma6or companies li!e T:T: ) -,DI)1 T.V,)

7TA ; and )T:; T.V are having e ecutive leadership in the

mar!et.

CONC;USION

This study has to enabled to understand the different intricacies that are

involved in the buyer behavior to purchase a consumer durable products. The

study throws light upon the different DT1 systems in the mar!et, vying with

each other to get the attention of buyers. Customers to day are bombarded

with advertisements in order to catch the attention of buyers. 8a6or systems

in DT1 system are also involved in durable products to ma!e their brands a

success, such as T:T:. /rand e tensions seems to have wor!ed e tremely

well for 8 Cs such as T:T: and DI)1 T.V in getting the attention of

buyers. The mar!eter(s huge potential with only 2% penetration in the

population and in deed a sign for many DT1 systems to enter the mar!et.

The competition hammered the profits to these companies and lot of money

has to be pumped initially, since the mar!et is huge to capture in days to

come.

'"


69/78

CHAPTER )

RECO33ENDATIONS AND SU##ESTIONS

RECO33ENDATIONS

• T:T: should wor! on its brand image. Though "& of populations are

aware of T:T: ) - and 2+ of them could spontaneously recall the

advertisements if given a change to thin! of DT1 system. "# of the

populations are aware of T:T: ) - advertisement. It is useful for theT:T: to ma!e the advertisement that appeal to the masses emotionally by

creating the interest in promoting that technology strength of their DT1

system. In such a way that the brand influencers li!e friends and

children(s should be impressed for future brand pushes.

• )ince most of the people watch television and magazines, pamphlets,

news paper and radio made an impact on consumers.


70/78

• Consumer awareness is less towards T:T: because of their strong

presence only in DT1 systems products. It is useful for T:T: to go for

brand e tensions in Indian mar!et to develop and build a strong presence

in consumer durable mar!ets.

SU##ESTIONS

• In this competitive environment with many DT1 systems using the

strategy of discounts and other promotional offers li!e? DI)1 T.V,DD

DI;7CT


71/78

CHAPTER (

APPENDICES AND ANNE URE

GUESTIONNAIRE J CONSU3ERS

I am doing a mar!eting research pro6ect on T:T: ) - as part of my

summer training. I request your co$operation in answering these questions to the

'+


72/78

best of your !nowledge so that my survey would be meaningful. I assure you

that confidentiality of your responses will be maintained. -ou can tic! more

than one bo if appropriate.

Than! you.

2. ame?

%. :ge? )e ? 8JE

". Telephone J 8obile?

&. 7ducation qualification

a. 0raduation W X b.

@. ccupation?

+. Eamily income in ;upees per annum?

a. 9ess than 2 la!hs W X b. 2 la!hs to @ la!hs W X

c. + la!hs to 2@ la!hs W X d. above 2@ la!hs W X

'. Ahich brands of DT1 )ystem are you aware ofY

''


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a. b.

c. d.

4. Do you recall any advertisement with regard to various brandsY

T:T: ) - W X DI)1 T.V W X

)T:; T.V W X DD Direct


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22.Aho influence the purchase of your T:T: ) -Y

)pouse W X Children W X

;elatives W X Eriends W X

Dealers W X thers =please specify>

2%.Ahich would be the best medium to inform you about these productsY

8agazine W X

2".Ahich brand of DT1 sytem do you ownY

2&.1ow is the over all performance of your T:T: ) -Y

7 cellent W X 0ood W X Eair W X


75/78

GUESTIONNAIRE 5 DEA;ERS

In am doing a mar!eting research pro6ect on T:T: ) - as part of my

summer training. I request your co$operation in answering these questions to the

best of your !nowledge so that my survey would be meaningful. I assure you

that confidentiality of your responses will be maintained. -ou can tic! more

than one bo if appropriate.

Than! you.

2. ame of the dealer?

%. ame of the firm?

". :ddress?

&. Contact o. ?

@. Ahich brands of DT1 systems do you offerY

D ;D:;)1: W X DI)1 T.V W X T:T: ) -W X

) 7TA ; W X )T:; T.V W X thers

+. Ahat is the counter size of DT1 )ystemsY

a. 9ess than @# W X b. @# K 2## W X

c. 2## to %## W X d. %## and above W X

'. ver all DT1 )ystem sales per month

4#


76/78

4. ther than your regular margin what dealer promotional schemes do

companies offer for promoting their brandsY

/rands 7 tra

margin for

e ceeding

target sales

0ifts


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2%.Ahich brands have the highest recall among DT1 )ystemsY

AhyY

CHAPTER '

BIB;IO#RAPHY

• Phi!ip +ot!er : 8ar!eting 8i

• Phi!ip +ot!er : 8ar!eting segmentation

• Phi!ip +ot!er :


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Co6pa y Ko.r a!8

3a a?i e8 a / Ne08 paper8

• 1istory of television, manufacturing departments, corporate profile

• www.T:T: ) -.com

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