LOVELY PROFESSIONAL

UNIVERSITY

TERMPAPER

OF
RESEARCH METHODOLOGY

ON
Consumer perception and preference
towards DTH players in India.

Submitted To:-
Submitted By:-

MR. AMIT DUTT

IMRAN HUSSAIN A20
TABLE OF Contents
 Introduction

 Review of Literature

 Needs of study

 Objectives of study

 Research Methodology

 Data Analysis
 Findings
 Bibliography

 Annexure

• Questionnaire

• Bar graphs
 INTRODUCTION
Direct to home (DTH) television is a wireless system for delivering television
programs directly to the viewer's house. In DTH television, the broadcast signals
are transmitted from satellites orbiting the Earth to the viewer's house. Each
satellite is located approximately 35,700 km above the Earth in geosynchronous
orbit. These satellites receive the signals from the broadcast stations located on
Earth and rebroadcast them to the Earth. The viewer's dish picks up the signal from
the satellite and passes it on to the receiver located inside the viewer's house. The
receiver processes the signal and passes it on to the television. The DTH provides
more than 200 television channels with excellent quality of reception along with
teleshopping, fax and internet facilities. DTH television is used in millions of
homes across United States, Europe and South East Asia.

India has also witness this change, India has about 130 million TV homes of
which, Cable & Satellite (C&S) services are present in 97 million (74%) of the
homes. The DTH market in India comprises 11% of the total market with almost
15 million homes. The DTH industry growth lagged to 10.3% in 2008 from 16.7%
a year earlier. But industry players agree that the digitization drive is expanding by
35-40% annually. However, industry estimates DTH to touch 35-40 million
subscribers by 2012, and that’s the number that every DTH brand has set its sights
on. By 2015, DTH will enjoy a market share of 40%, digital cable 40% and analog
cable will follow with only 20% market share. The DTH service market in India
has emerged as one of the most lucrative markets which have successfully resisted
the impacts of the current economic slowdown. The slowdown has certainly
proved a boon for the Indian DTH industry as people have now started to cut on
their entertainment expenditure and instead of viewing movies at theatres, they are
preferring to stay at home with their television sets.
FORECASTING

The industry is anticipated to add nearly 5 Lake subscribers per month during 2009
and the numbers are forecasted to surge further at around 30% through 2012.So
apart from Tata Sky, Dish TV, Airtel Digital and Reliance BIG, southern
heavyweight Sun TV has entered the fray with Direct, while Videocon has entered
the market in June 2009. Still, as DTH is still a relatively new category and most
people were hesitant to experiment with it. While Indian consumers were not
completely satisfied with their cable services, they did not feel the need to switch
over to any other means of entertainment. It was therefore imperative for
companies such as Tata Sky, Dish TV, and Reliance BIG TV to educate the
consumers about the advantages of the service and in turn create an urge to invest
in it.

REVIEW OF LITERATURE

SINCLAIR, JOHN, in his study found that advent of

international satellite television broadcasting, including the
satellite-to-cable services which are now proliferating in several
countries of the world, represents a qualitative leap in the nature
of broadcasting. Satellite distribution is a literally 'international'
medium in which signals can not only spill across neighboring
borders, but reach audiences spread over entire world regions
and even link Diasporas communities on different continent.
Anon. (2009)-The Icfai University journal, in his study found
that opportunities of (DTH) services in India are exploding and
leading to the entry of multiple players in this segment. The
potential in the market is huge and promises lucrative returns to
all the players. This paper is an attempt to explore the present
scenario prevailing in India regarding the current awareness
levels about DTH television services and to know the factors and
their relationship, which influence the attitude and perception of
consumers towards DTH services. Further an effort has been
made to know how the advertisements have changed the attitude
of the consumer towards DTH services in the Ghaziabad region.
Fernando et al., in their paper examines the implications of
technological convergence on pay-television (pay-TV) services in
Brazil. It applies the concept of ‘convergence’ derived from the
realm of biology, which deals with the formation of successive
similarities amongst organisms or associations formerly distinct.
In this context, this paper intends to describe the extent to which
Brazil has positioned itself to respond to the impact of the
technological convergence on the regulation of pay-TV services in
the country. The DTH is a service that subscribers have to install a
small satellite dish at their premises along with an integrated
receiver/decoder (IRD). This MCSS is directly delivered to
subscribers from a geostationary satellite. LIEFA AND HARALD
has during their study in 2000 and 2001 tested how different
access solutions may be combined in order to provide a
comparable offering of next generation interactive broadband
services in cities, townships and rural areas – from the far south
to the far north of Norway. Interactive broadband service trial
project has tested hybrid solutions based on combinations of fixed
network upgrades with VDSL (very high speed digital subscriber
line), wireless systems like LMDS (local multipoint distribution
system), interactive and DTH (direct to home) satellite systems
and the DTT (digital terrestrial TV) network. The pilots have been
carried out at four different places in Norway; Stavanger, Oslo,
Beito and Svolvær. Home network alternatives have been tested
in the project. The target on the service side has been to provide
the users with offered next generation TV- and PC-centric
interactive broadband services. In this paper, the Stavanger pilot
is given the most in-depth coverage. GOYAL, CHAMAN. (2009),
in his study found that DTH is one of the upcoming technologies
with satellite programs that comprise a personal dish in an
individual home. In India you will find 6 major DTH service
providers with a total of over 5 million subscriber households.
With the coming services of DTH, the entertainment industry in
India has got a big boost. It helped in broking the monopoly of the
cable operators that offer several channels at very high rate. With
DTH one can easily afford expenses and can only pay for those
channels which he or she wants to see. Direct to home maintain a
direct connection between broadcasters and viewers. One of the
biggest advantages of DTH is, it can reach anywhere as it does
not need any cable wire. It means direct to home has ability to
reach any remotest corner of the country. ALEXANDER, MONTY,
in his study found that DTH gave the choice in the hands of
viewers. Since it advent in India, DTH services has improved leaps
and bounds. The most interesting part of this service is it can
reach remotest corner of the county, even at a hill station. It does
not need any cables. In Indian DTH market, there are five major
brands, vying for the entertainment space in the country. The
leading DTH services providers in India include Dish TV, Tata Sky,
Airtel Digital TV, Sun Direct and Reliance Big TV. Tata Sky and
Dish TV are the best DTH service providers in India. Popularity of
DTH services is increasing in India because of the decreasing
prices of dish and set top boxes. More and more providers are
coming into the scene because of the falling cost of investment
for starting a DTH service. All the providers are competing with
each other by offering attractive packages. They charge for
viewing only particular number of channels. Furthermore,
government is considering Conditional Access System. It will
make cable users pay more charges for viewing channels. That
means DTH services will be cheaper. YADAV, SONU, in his study
found that DTH is in high demand in Indian market that offers
fantabulous home entertainment kit with superfluous features
and best digital TV service. DTH brings you with the latest
technology that telecast various satellite programs through a
personal dish in an individual home. It maintains a direct
connection between broadcasters and viewers which makes it
cheaper, effective Clear video and clear sound quality. In India
you will find about 6 major DTH service providers Tata sky, dish
TV, zee DTH, sun TV, DD DTH and reliance DTH service.
DHARMARAJ, in his study found that DTH Services plays an
important role in the electronic market. They have gives awesome
quality services to their customer at affordable prices. As in India
there are many companies that offer complete home
entertainment kit. Like zee DTH, reliance DTH, Airtel DTH, big TV
DTH, DD DTH and lots more. All, these companies updates
themselves so well that are offering various types of packages,
paid channels and lots more in one direct to home package. In
previous few days back DTH services in India has launched new
digital TV service.

Needs of study

The primary purpose or need of the research is to gain an insight on taste and
preferences of consumer towards DTH. Through our research we have tried to
locate the specific factors which the consumer considers while going for a DTH
service. Our aim is also to determining the quality of service that are provided and
to know an insight of the consumer choices.

Objectives of study

1. To know consumer perception towards the DTH service.

2. To analyze the factors (i.e. Price, Signal, Channels, Picture quality) that
influence a customer to go for a particular DTH service provider.

3. To open new vistas for further researches.

Research Methodology
This section describes the design of the research methodology
and aims to improve assurance that appropriate procedures were
followed. This research seeks to examine the perception of the
consumers about DTH service in India.

HYPOTHESIS FORMULATION

A hypothesis is a proposed explanation for an observable

phenomenon.
Types
Null: -
Ho-consumer perception towards DTH service is independent of
age.
Ho - consumer perception towards DTH service is independent of
gender.
Ho - consumer perception towards DTH service is independent of
income.
Ho - All the income groups have same perception towards DTH.
Ho - All DTH service providers have equal market share.

Alternative: -
H1 -consumer perception towards DTH service is dependent of
age.
H1- consumer perception towards DTH service is dependent of
gender.
H1- consumer perception towards DTH service is independent of
income.
H1- All the income groups have different perception towards DTH.
H1- All DTH service provider have unequal marker share.

Research Design
The research design of the term paper is a type of descriptive
research particularly cross-sectional design has been used
here. It involves the collection of information from any given
sample of population elements only once. This is because the
research looks to identify the factors underlying consumer’s
perception about DTH service in India.

Sources and Tools of Data Collection

Primary data: The data is gathered through a survey based

research approach with the help of a questionnaire.
Questionnaires have some pertinent advantage over some other
types of surveys which is why it was selected as a research tool.
They are economical, do not require as much effort as in verbal
and telephone survey and often have standardized answer to
make it simple to compile data. It is also easy for the respondents
to file the questionnaire rather than think extensively and answer
it in depth interview questions.

Secondary Data: These sources are books, articles, various web

sites and research papers.

UNIVERSE
Total of items about which information is desired aggregate of elementary units
possess at least one common characteristic- real or hypothetical. In this study the
population is the people who live in Jalandhar.

TARGET POPULATION
Target population refers to the group of individual which researchers are interested
in generalizing the conclusions. The target population usually has varying
characteristics and it is also known as the theoretical population. In this study the
target populations are consumer who uses DTH service in Jalandhar.

SAMPLING ELEMENT

In this study the consumer’s who are using DTH services in

Jalandhar are the sampling elements. Sampling is that part of
statistical practice concerned with the selection of an unbiased or
random subset of individual observations within a population of
individuals intended to yield some knowledge about the
population of concern.

SAMPLE SIZE

Sampling size refers to the number of items to be selected from the population to
constitute a sample. This is the biggest problem for the researcher. The size of the
sample should neither be large nor too small; it should be optimum to gather the
accurate results.
In our research the sample size of the respondents is 100.

SAMPLING TECHNIQUE

Convenient sampling methods were used to collect the data as the questionnaires
are distributed. Convenience sampling (sometimes known as grab or
opportunity sampling) is a type of non-probability sampling which involves the
sample being drawn from that part of the population which is close to hand. That
is, a sample population selected because it is readily available and convenient

DATA ANALYSIS TECHNIQUE

The data collected was analyzed with the help of following tools;
a) Mean
b) Median
c) Mode
d) Standard deviation
e) Correlation
The SPSS software i.e. Statistical Packages for Social Sciences
have played a key role in the analysis of data.
 DATA ANALYSIS
FACTOR ANALYSIS

Total Variance Explained

Comp Initial Eigenvaluesa Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

onent Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

Raw 1 2.416 39.231 39.231 2.416 39.231 39.231 2.198 35.691 35.691

2 1.078 17.501 56.732 1.078 17.501 56.732 1.296 21.041 56.732

3 .907 14.725 71.457

4 .823 13.358 84.814

5 .475 7.712 92.527

6 .460 7.473 100.000

Rescaled 1 2.416 39.231 39.231 2.198 36.632 36.632 1.932 32.195 32.195

2 1.078 17.501 56.732 1.018 16.971 53.603 1.284 21.408 53.603

3 .907 14.725 71.457

4 .823 13.358 84.814

5 .475 7.712 92.527

6 .460 7.473 100.000

Extraction Method: Principal Component Analysis.

a. When analyzing a covariance matrix, the initial eigen values are the same across the raw and rescaled
solution.
 Rotated Component Matrixa

Raw Rescaled
Interpretation of
Component Component
output
1 2 1 2
The output of factor analysis is
Brand name .157 .859 .152 .830
obtained by requesting principal
Quality .485 .231 .553 .264
component analysis and
Price -.032 .351 -.034 .371
specifying the rotation. There
Easy availability .980 .080 .867 .070
are two stages in factor
Good signal .947 .007 .876 .006
analysis. Stage one being the
Picture quality .284 .613 .287 .619
factor extraction process,
Extraction Method: Principal Component Analysis. wherein the objective is to
Rotation Method: Varimax with Kaiser Normalization.
Identify how many factor are to
be executed from the data. The
most popular method for this is called principal component analysis. There is also
a rule-of-thumb based on the computation of an Eigen value, to determine how
many factors to extract. The higher the Eigen value of a factor, the higher is the
amount of variance explained by the factor.
As evidence from table 1 (looking at cumulative percentage column), we
find that the two factors extracted together accounts for 56.732 % of total variance
(information contained in the original 6 variables). Hence we have reduced the
number of variables from 6 to 2 underline factors.
Looking at table 2 we see that the variables, easy availability and good signal have
loadings of 0.980 and 0.947.This suggest that the factor 1 is combination of 2
variables. Therefore this factor can be interpreted as customer oriented.
Now for factor 2 in table 2 we see that only brand name as value more than 0.7 i.e.
0.859 so it will cover all the factors and will be considered individually.

Symmetric Measures
Value Asymp.
Std. Approx Approx.
a
Error . Tb Sig.
Interval by Pearson's R -.006 .115
-.060 .952c
Interval
Ordinal by Spearman
Chi-Square Tests .123 .101
1.219 .226c
Ordinal
AGE Correlation
N of Valid Cases 98
a. Not assuming the null Asymp.
hypothesis. Sig. (2-
Value
b. Using the asymptotic Df error sided)
standard assuming the null
hypothesis.
Pearson Chi- 4.239
c. Based on normal 420 .437
Square E2a
approximation.
Likelihood Ratio 220.6
420 1.000
12
Linear-by-Linear HYPOTHESIS
.004 1 .952
Association
N of Valid Cases 98
a. 462 cells (100.0%) have expected
count less than 5. The minimum
expected count is .01.
Null hypothesis (ho)  consumer perception towards DTH service
is independent of age.
Alternate hypothesis (h1)  consumer perception towards DTH
service is dependent of age.

INTERPRETATION OF OUTPUT

The Chi-square test revealed the significant association between

age of the respondents and their customer perception. From
the Chi-square test output table we see that a significance level of
0.437(Person’s) has been achieved. This means the Chi-square
test is showing a not significant association between the above
two variables at 56.30% confidence level (100-43.70).

Thus we conclude that at 56% confidence level, age of the

respondents and their perception are not associated significantly
with each other, whereas this is not significant at the 95%
confidence level. From the obtained contingency coefficient (C) of
-0.006, it can be inferred that the association between the
dependent and independent variable is significant, as the value
-0.006 is closer to 0.

There is very low degree of correlation between age and

customer perception. This leads us to conclude that age is not a
vital role in the customer perception.

Gender
 Chi-Square Tests
Asymp.
Sig. (2-
Value Df sided)
Pearson Chi- 22.49
20 .314
Square 7a
Likelihood Ratio 26.65
20 .145
0
Linear-by-Linear
1.460 1 .227
Association
N of Valid Cases 98
a. 38 cells (90.5%) have expected count
less than 5. The minimum expected
count is .32.

Symmetric Measures
Asymp.
Std. Approx Approx.
a
Value Error . Tb Sig.
Interval by Pearson's R
.123 .101 1.211 .229c
Interval
Ordinal by Spearman
.069 .101 .676 .501c
Ordinal Correlation
N of Valid Cases 98
a. Not assuming the null
hypothesis.
b. Using the asymptotic standard error assuming the null
hypothesis.
c. Based on normal
approximation.
HYPOTHESIS
Null hypothesis (ho)  consumer perception towards DTH service
is independent of gender.
Alternate hypothesis (h1)  consumer perception towards DTH
service is dependent of gender.

INTERPRETATION OF OUTPUT

The Chi-square test revealed the significant association between

gender of the respondents and their customer perception.
From the Chi-square test output table we see that a significance
level of 0.314(Person’s) has been achieved. This means the Chi-
square test is showing a not significant association between the
above two variables at 68.6% confidence level (100-31.40).

Thus we conclude that at 69% confidence level, gender of the

respondents and their perception are not associated significantly
with each other, whereas this is not significant at the 95%
confidence level. From the obtained contingency coefficient (C) of
0.123, it can be inferred that the association between the
dependent and independent variable is significant, as the value
0.123 is closer to 0.

There is very low degree of correlation between gender and

customer satisfaction. This leads us to conclude that gender is not
a vital role in the customer perception.

Income
 Chi-Square Tests
Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 51.09
40 .112
Square 6a
Likelihood Ratio 59.34
40 .025
1
Linear-by-Linear
1.648 1 .199
Association
N of Valid Cases 98
a. 63 cells (100.0%) have expected
count less than 5. The minimum
expected count is .26.

Symmetric Measures
Asymp.
Std. Approx Approx.
a
Value Error . Tb Sig.
Interval by Pearson's R
.130 .092 1.288 .201c
Interval
Ordinal by Spearman
.087 .102 .851 .397c
Ordinal Correlation
N of Valid Cases 98
a. Not assuming the null
hypothesis.
b. Using the asymptotic standard error assuming the null
hypothesis.
c. Based on normal
approximation.

HYPOTHESIS
Null hypothesis (ho)  consumer perception towards DTH service
is independent of income.
Alternate hypothesis (h1)  consumer perception towards DTH
service is dependent of income.

INTERPRETATION OF OUTPUT

The Chi-square test revealed the significant association between

income of the respondents and their customer perception.
From the Chi-square test output table we see that a significance
level of 0.112(Person’s) has been achieved. This means the Chi-
square test is showing a not significant association between the
above two variables at 88.8% confidence level (100-11.20).

Thus we conclude that at 89% confidence level, income of the

respondents and their perception are not associated significantly
with each other, whereas this is not significant at the 95%
confidence level. From the obtained contingency coefficient (C) of
0.130, it can be inferred that the association between the
dependent and independent variable is significant, as the value
0.123 is closer to 0.

There is very low degree of correlation between gender and

customer satisfaction. This leads us to conclude that income is
not a vital role in the customer perception.

CONSUMER PERCPTION TOWARDS INCOME GROUP

 ANOVA

Sum of Mean
Squares Df Square F Sig.
Between
36.898 2 18.449 .853 .429
Groups
Within
2053.520 95 21.616
Groups
Total 2090.418 97

HYPOTHESIS
NULL hypothesis (ho)  All the income groups have same
perception towards DTH.
Alternative hypothesis (h1)  All the income groups have
different perception towards DTH.

INTERPRETATION OF OUTPUT

On applying one way ANNOVA for checking the consumer

perception for different income groups, we came up with the
conclusion that the significant level is greater than F value i.e.
0.429 > 0.05. Thus we will accept the null hypothesis i.e. All
income groups have the same perception towards DTH.

NOTE
Confidence level is being taken as 95%.

CONSUMER PERCEPTION TOWARDS MARKET SHARE

 ANOVA

Sum of Mean
Squares Df Square F Sig.
Between
324.975 2 162.488 8.744 .000
Groups
Within
1765.443 95 18.584
Groups
Total 2090.418 97

HYPOTHESIS
NULL hypothesis (ho)  All Dth service provider have equal
market share .
Alternative hypothesis (h1)  All Dth service provider have
unequal marker share.

INTERPRETATION OF OUTPUT

On applying one way ANNOVA for checking the consumer

perception for different income groups, we came up with the
conclusion that the significant level is less then F value i.e. 0.000
< 0.05. Thus null hypothesis is being rejected and we conclude
that all DTH SERVICE PROVIDER have unequal market share. Thus
consumer has different perception towards DTH service provider.

NOTE
Confidence level is being taken as 95%.

FINDINGS
 After applying the factor analysis we found that there
are many 2 variables i.e. customer oriented and brand
name which are considered by customer before
purchasing the DTH service provider.

 After applying chi-square test taking age and consumer

perception we revealed that there is lower degree of co-
relation between age and consumer perception this
leads to conclude that age is not a vital role in customer
perception.

 After applying chi-square test taking gender and

consumer perception we revealed that there is lower
degree of co-relation between gender and consumer
perception this leads to conclude that gender is not a
vital role in customer perception.

 After applying chi-square test taking income and

consumer perception we revealed that there is lower
degree of co-relation between income and consumer
perception this leads to conclude that income is not a
vital role in customer perception.

 After applying ANNOVA we conclude that different

income groups have the same perception towards DTH.

 After applying ANNOVA we conclude that all the DTH

service providers have different market share, and
consumer have different perception towards DTH
service provider.

 IT has also found that Tata sky has maximum market

share i.e. 59% and is most liked by the customers. And
also is found that Dish T.V. is holding 2nd position with
25% share and Big T.V. is on 3rd spot with 14%.
 91% consumer agreed that they are affected by
advertisement while purchasing DTH services.

 79% consumers are satisfied with the price range of

their preferred DTH service provider.

 91.9% consumers are satisfied with their current DTH

service providers.

Bibliography
 http://www.telenor.com/telektronikk/volumes/pdf/2

_3.2/page_140-156

 http://cicr.blanquerna.url.edu/2005/Abstracts/Pions

/vol2/07

 http://www.informaworld.com/smpp/content~conte

nt=a911295459&db=all

 Anon.(2009)-The Icfai University Journal of

Services Marketing, Vol. 6, No. 4, pp. 60-71,

 http;// portal.acm.org/citation cfm id=1577281

 ANNEXURES
QUESTIONNAIRE

Name of the respondent: ____________________________

Location: _________________________________________

Occupation: _______________________________________

Age: _______ Gender: Male Female

Income (Monthly)

(A) <5000

(B) 5000-15000

(C) >15000

In the following questions either tick or use the given scale.

1. “Are you a user of DTH service”? Tick the correct one.

a) Yes b) No

If yes, Please continue and if No,

Please specify why not_________________________________________________________

2. Which company’s service are you using now?

a) Tata sky
b) Big TV
c) Dish TV
d) Sun direct

3. According to you which one has got the better technology.

a) Tata sky
b) Big TV
c) Dish TV
d) Sun direct
4. How long have you been using this connection?

a) Less than 3 months

b) 3 – 6 months
c) 6 – 12 months
d) More than 1 year

5. What factors you consider while purchasing the DTH players?

a) Price
b) Schemes
c) Signal
d) Channels
e) Other

6. Which of the following sources helped you to find out the brand?

a) Television
b) Newspaper
c) Magazine
d) Radio
e) Other

7. How much are you satisfied with your current DTH service provider?

a) Highly satisfied
b) Satisfied
c) Neither satisfy nor unsatisfied
d) Dissatisfied
e) Highly Dissatisfied
8. How will you rate your current DTH players provider on the given five point
scale for each of the listed parameters?(1-V.Good; 2- Good; 3-Average; 4-
Poor; 5-V.Poor)

a) Brand name
b) Price
c) Quality
d) Easy availability
e) Good signal
f) Picture Quality

9. Given a choice, with same price and same picture quality would you switch
out from your current DTH players provider? If yes then specify to which
one.

a) Yes b) No

(Specify -------------)

10.Rank these DTH players providers according to your choice? (From 1-4).

a) Tata sky
b) Big TV
c) Dish TV
d) Sun direct

11.Do you agree that DTHplayers has outperformed the cable network
providers?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
12.Do you agree advertisement affects the purchase of DTH players?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

13.Do you think celebrities’ involvement in the promotion of DTH players

effects your buying?

a) Yes b) No

14.Will you shift from your current service provider to another one if it is
having bad signal problem but with a less price?

a) Yes b) No

15.Are you satisfied with the price range of preferred DTH players provider?

a) Yes b) No
BAR CHARTS

Interpretation
As shown in the bar graph Tata sky has the maxim market share
i.e. 59.0% and also shows that is preferred or chosen by the
maximum consumers. Dish T.V. stands at 2nd number with 25.0%
share and Big T.V. at 3rd number with 14.0% share.
Interpretation
As shown in the bar graph 67.3% consumer agrees that the DTH
service has outperformed the cable network providers and 31.6%
consumer strongly agree the same.
Interpretation

As shown in the bar graph the consumer considers channels

(34.5%) and signal (32.7%) as important factors while purchasing
the DTH services.
Interpretation
As shown in the bar graph 91 %( 39%-strongly agrees and
52%-agree) consumers are affected by the advertisement
while purchasing DTH services.
Interpretation
As shown in the graph 61.2% consumers do not want to shift
and 38.8% consumers want to shift to other with same price
and same quality.
Interpretation
As shown in the graph 79% consumer are satisfied with the
price range of preferred DTH service provider and only 19%
are not satisfied.
Interpretation
As per graphs 91.9% consumers (27.6%-highly satisfied and
64.3%-satisfied) with their current DTH service provider.