DTH Services in Meerut: (Competition in The Skies)

DTH services in meerut (competition in the
skies)
Marketing Research Project Report

Submitted to
MSM
Submitted By:-
AMIT RASHMI MISHRA
MASTER SCHOOL OF MANAGEMENT

MEERUT, U.P.
CONTENTS
Particulars
CHAPTER - 1
Introduction
 Objectives
CHAPTER – 2
Review of Literature
CHAPTER – 3
Methods
CHAPTER – 4
Data Analysis and Interpretation

CHAPTER – 5
Conclusion
 A Set of Questionnaire
CHAPTER – 6
Bibilography
Set of Questionnaier
CHAPTER 1
INTRODUCTION-
September 15, 1959, was the landmark in the history of Indian
Entertainment Industry, when it witnessed the 1 st telecast from
New Delhi by Indian National Television, network known as
Doordarshan.
In 1982, color transmission began during the Asian Games

hosted at New Delhi. However, until the liberalization drive, in
1992, television in India entered a new face with the restricted
entry of private and foreign players.
DTH was not allowed in India for a long time, owing to the
ban on the use of “Ku Band” by the government. In 2001
regular disputes led to the idea of Conditional Access System
(CAS) & the ban was lifted and the Telecom Regulatory
Authority of India issued guidelines for providing DTH services.
In 2001, this was first rolled out on an experimental basis in
Chennai in 2003. CAS system still has the limitation that the
customer has to rely on the cable operator for the service. This
is the main reason of, why CAS was not accepted by the whole
people in the country.
Statement of the problem:
 Direct Broadcast Satellite (DBS) is a term used to refer

to satellite television broadcasts intended for home
reception. A designation broader than DBS would
be direct-to-home signals, or DTH. This has initially
distinguished the transmissions directly intended for home
viewers from cable television distribution services that
sometimes carried on the same satellite. The term DTH
predates DBS and is often used in reference to services
carried by lower power satellites which required
larger dishes (1.7m diameter or greater) for reception.
 DTH system was introduced in India in 2003 & its market
growing steadily but it continuous to be niche segment
since its inception, DTH service has established its
presence on a pan India basis is dominated by the
northern and western region.
 The middle class of the people is growing in Meerut and
their raising disposable income coupled over the year with
the raising no. of television household.
 This report begin with DTH introduction and its growth
story
 Through this report, we are trying to see different aspect
of DTH service in Meerut, it includes market share,
consumer satisfaction level, opportunity and threats to
this service in the context of Meerut city.
JUSTIFICATION OF THE STUDY
 DTH service is dealing in niche market segment so we try

to find out the opportunities for this industry. We are also
trying to see its impact in B-grade cities like Meerut.
 Through this study we are trying to find out the
satisfaction level of the customers in Meerut and also try
to find out in which areas these service providers are
lacking.
 What are the problems faced by the providers to increase

their market share in Meerut.
Objectives –
(i) To study the consumer satisfaction level in Meerut.
(ii) To assess the market share of DTH in Meerut.
(iii) To know about the future opportunities of the DTH in

Meerut.
CHAPTER 2
REVIEWS:-
(i) “Title - Direct-To-Home Television: Competition in

the skies”
Author-Kiran Raveendran & Sujata Sankaran
In MARKETING MASTERMIND for the month of Nov. 2009.
In this article author conducted the SWOT Analysis of the DTH industry.
“SWOT Analysis- “
STRENGTHS-
 Better quality pictures and sound, radio and
interactive channels, movies and games on demand
and packages suit to each segment.
 Entry of new players brings in competition that
translates to better customer service.
WEAKNESS-
 DTH signals are interrupted for a short while when
there is rainfall.
 Several players are not able to carry all the channels
as they take up all the capacity available.
OPPORTUNITIES-
 Around 2500-3000 new subscribers are being added
everyday to private DTH operators, whereas only 200-
300 are added to DD’s free network.
 Government is considering 74% FDI cap in the DTH
sector.
 New products like the LG television set with in-built
STB makes it easier to provide DTH services.
THREATS-
 Internet Protocol Television (IPTV) is an upcoming
threat to DTH, but is still in the nascent stage.
 CAS, if regulated and implemented properly, could
pose a threat to DTH players in the future.
(ii) “Title-DTH Industry : Where’s the way out?”

Website : afags.com
Author : Tarana Khan
This article deals with DTH industry scenario in the year

2008-09, it give details about the no. of subscribers i.e. 11
million in 2008 and Average Revenue Per Unit (ARPU) is very
less. The services not very profitable and DTH operator’s losses
Rs. 1500-2000 on acquiring a new subscriber. No means of
revenue generation like fees, advertising and carriage fees
known as placement fees, special sort films and promotion was
not able to rescue.
This whole article deals with the constraint in the DTH

business and losses occur by the DTH industry and find out that
up till year 2009, it was not a profitable venture.
(iii) “Title-DTH players on the front-foot.”
Newspaper – BUSINESS STANDARD, January 2011
Writer-Priyanka Joshi
In this article, writers deals with the future prospect of the

DTH service and the measures adopted by the key players to
increase their market shares, this article estimate that in 2011-
12, the market wills growth @21%. The key players trying to
cash the Cricket World Cup as well as IPL-IV to increase the
market share. DTH providers hope that they will be able to do
that because of the love and affection for the cricket in India.
It also deals with the measures by which service providers
are trying to delight their customers. They are using value
added service, interactive service, recording service for
delighting the customer.
(iv) “Title-DTH industry a glimpse of profit at last.”

Newspaper – BUSINESS STANDARDS, 8 Nov. 2010
Writer – Vanita Kohli-Khandekar
This article throws light on the constraint faced by the DTH

industry from the time of its inception to up till now. It also
gives an idea about the revenue generated by the in coming
years. It also deals with the steps taken by the service provider
to make it a profitable business.
There are several problems why this industry is so glum.

The main reason for that are consumer acquisition cost,
content cost and taxation.
The ARPU is also down because of increasing competition
and the target segment is limited. All the players are targeting
the same 83 million cable connection home but the holders of
the television in India have a no. of 134 million, so there is huge
potential in the market.
This article also shows the strategy of the companies that

they are assuming that there is no increase in the no. of
competitors, so ultimately it becomes a profitable business.
(v) “Title-DTH all set to rule the rural market”

Website- research.com
Author – Ashish on 8 Nov. 2010
This article deals with, how the real growth happening for
the DTH industry. According to the research data it revealed
that the growth rates in rural areas are 34%, 49% and 64% in
last three years respectively. There are few strong reasons
based on those points this industry is moving fastly in rural
areas.
(a) Availability of DTH at affordable price with attractive
tariff plan offered by the service provider.
(b) The availability regional language channel at low cost is

attracting the rural customers. Doordarshan is not able
to do so.
(c) Frequent power cuts in rural areas might be leading the
growth but DTH platform gives rural customer access to
their favorite programs with the help of their own
power resources such as generators and invertors.
This article throws lights on the opportunities in the rural areas.

Out of 13.2 million DTH subscribers 70% are from rural areas.
Dish TV and DD Direct plus service providers are the market
leaders in rural areas.
CHAPTER 3
Methods
In this project we have used simple random sampling technique to take the data
from the respondents or choosing the respondents to collect the information
needed.
We have choosen particular area near MSM (like medical college & Kuti choraha
as well as area of PVS mall).
This report
1. is being undertaken within a framework of a set of philosophies ( approaches);
2. is used procedures, methods and techniques that have been tested for their
validity and reliability;
3. is designed to be unbiased and objective .
Philosophies means approaches e.g. qualitative, quantitative and the academic

discipline in which we have been trained.
Validity means that correct procedures have been applied to find answers to a
question. Reliability refers to the quality of a measurement procedure that provides
unbiased and objective means that you have taken each step in an unbiased
manner and drawn each conclusion to the best of your ability and without
introducing your own vested interest.
(Bias is a deliberate attempt to either conceal or highlight something).epeatability
and accuracy.
We have used techniques like :
1. Correlation
2. Regression
3. t-value
TOOLS FOR DATA ANALYSIS.

1. SPSS Software - Chi-square and T-table
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.0:-INTRODUCTION
The Questionnaire prepared for the study keeping view objective of the study because the questionnaire means
translation of objectives into specific questions. The prepared questionnaire pretested in the field and in the light
of findings of pretest the same was repeated.
The information supplied by respondents was manually check and filled questionnaire entered into the computer
with the help of Statistical Packages of Social Studies (SPSS).The required analysis was done with the help of SPSS
only two statistical technique as used to analyses the data Chi-Square and t-Test. The findings of the analysis of the
data are presented in this chapter along with the interpretation.
4.1:-Characteristics of the Respondents:-
We have done survey on DTH service in meerut. There are 96 numbers of respondent.
From which most of them are between 16-35 years(58 numbers) and 38 numbers are of
between than 35-70 years.
TABLE-01
We interviewed 96 respondents among which there were total (group1= 16-35)(group2=36-70). Taking age as our
variable for the question, 38.5% used TATA SKY service and 30.2%used DISH TV,6.3% used BIG TV, 24% used AIR
TEL and others were only 1% of the total.
GROUP-1 N=58 GROUP-2 N=38 TOTAL
TATA SKY 25 12 37
(31.6%)
(43.1%) (38.5%)
DISH TV 17 12 29
(29.3%) (31.6%) (30.2%)
BIG TV 4 2 6
(6.9%) (5.3%) (6.3%)
AIR TEL 12 19 23
(20.7%) (28.9%) (24.0%)
OTHERS 0 1 1
(0) (2.6%) (1%)
TOTAL 58 38 96
(100%) (100%) (100%)

.
TABLE 2
variable for the question, 72.9% said they have been using DTH for the last 24 months, 24% said they have been
using DTH for the last 48 months and 3.1% said that they are using the DTH connection from more than 48 months.
GROUP-1 GROUP-2 TOTAL

N=38
N=58
0 TO 24 43 27 70
MONTHS 71.1% 72.9%

74.1%
24 TO 48 14 9 23
23.7% 24.0%
24.1%
48 & 1 2 3
ABOVE 1.7% 5.3% 3.1%
TOTAL 58 38 96
100.0% 100.0% 100.0%
Question no 3 t test value could not be computed.
TABLE- 4a
variable for the question. In regional category 60.4% said that they least like regional channels and 5.2% said they
most like regional channels.
Can’t say 13 12 25
31.6% 26.0%
22.4%
Most like 3 2 5
5.3% 5.2%
5.2%
Like 3 1 4
5.2% 2.6% 4.2%
Slight like 2 2 4
3.4% 60.4% 4.2%
5.3%
Least like 37 21 58
63.8% 55.3% 60.4%
Total 58 38 96
100.0% 100.0% 100.0%
TABLE-Q4B
variable for the question. In sports category 15.6% said that they least like sports channels and 35.4% said they
most like sports channels
Can’t say 1 2 3
1.7% 5.3% 3.1%
Most like 22 12 34
37.9% 31.6% 35.4%
Like 15 10 25
25.9% 26.3% 26.0%
Slight like 9 19
10
23.7% 19.8%
17.2%
Least like 10 5 15
17.2% 13.2% 15.6%
Total 58 38 96
100.0% 100.0% 100.0%
TABLE- 4c
variable for the question. In movies category 14.6% said that they least like movies channels and 29.2.2% said they
most like movies channels
Can’t say 0 2 2
5.3% 2.1%
.0%
Most like 17 11 28
28.9% 29.2%
29.3%
Like 13 11 24
28.9% 25.0%
22.4%
Slight like 19 9 28
23.7% 29.2%
32.8%
Least like 9 5 14
13.2% 14.6%
15.5%
Total 58 38 96
100.0%
100.0% 100.0%
TABLE- 4d
variable for the question. In music category 9.4% said that they least like music channels and 37.5% said they like
music channels.
Can’t say 0 1 1
.0% 2.6% 1.0%
Most like 22 14 36
37.9% 36.8% 37.5%
Like 18 14 32
31.0% 36.8% 33.3%
Slight like 12 6 18
20.7% 15.8% 18.8%
Least like 6 3 9
10.3% 7.9% 9.4%
Total 58 38 96
100.0% 100.0% 100.0%
TABLE- 4e
variable for the question. In others category 1% said that they least like others channels and 41.7% said they like
others channels
GROUP-1 GROUP-2 TOTAL CHI-SQURE
Can’t say 36 18 54
47.4% 56.3%
62.1%
Like 20 20 40
34.5% 52.6% 41.7%
Slight like 1 0 1
1.7% .0% 1.0%
Least like 1 0 1
1.7% .0% 1.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.-5a
variable for the question. 43.8% of total said that they have 2 members in their family. . 16.7%% of total said that
they have 3 members in their family. . 22.9% of total said that they have 4members in their family. . 11.5% of total
said that they have 5 members in their family. . 3.1% of total said that they have 6 members in their family. 1% of
total said that they have 7 members in their family. 1% of total said that they have 8 members in their family.

2 members 26 16 42
44.8% 42.1% 43.8%
3 8 8 16
13.8% 21.1% 16.7%
4 13 9 22
22.4% 23.7% 22.9%
5 8 3 11
13.8% 7.9% 11.5%
6 3 0 3
5.2% .0% 3.1%
7 0 1 1
.0% 2.6% 1.0%
8 0 1 1
.0% 2.6% 1.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.--5b
variable for the question. 26%% of total said that they have no children in their family. . 16.7%% of total said that
they have 1 childern in their family. . 36.5% of total said that they have 2 members in their family. 13.5% of total
said that they have 3 children in their family. . 4.2% of total said that they have 4 children in their family. 1% of
total said that they have 5 members in their family. 2% of total said that they have 6 children in their family.

0 members 16 9 25
27.6% 23.7% 26.0%
1 10 6 16
17.2% 15.8% 16.7%
2 23 12 35
39.7% 31.6% 36.5%
3 6 7 13
10.3% 18.4% 13.5%
4 2 2 4
3.4% 5.3% 4.2%
5 1 0 1
1.7% .0% 1.0%
6 0 2 2
.0% 5.3% 2.1%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.. -6a
variable for the question. 40.6% men said that they only watch 2 channels.

1 channels 7 7 5 12
12.1% 13.2% 12.5%
2 21 18 39
36.2% 47.4% 40.6%
3 9 6 15
15.5% 15.8% 15.6%
4 8 5 13
13.8% 13.2% 13.5%
5 3 3 6
5.2% 7.9% 6.3%
6 3 1 4
5.2% 2.6% 4.2%
7 1 0 1
1.7% .0% 1.0%
8 3 0 1
5.2% .0% 1.0%
10 3 0 3
5.2% .0% 3.1%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -6b
variable for the question. 21.9% women said that they only watch 2 channels.

0 channels 1 0 1
1.7% .0% 1.0%
1 channels 5 3 8
8.6% 7.9% 8.3%
2 12 9 21
20.7% 23.7% 21.9%
3 8 8 16
13.8% 21.1% 16.7%
4 10 8 18
17.2% 21.1% 18.8%
5 10 5 15
17.2% 13.2% 15.6%
6 4 2 6
6.9% 5.3% 6.3%
7 3 2 5
5.2% 5.3% 5.2%
8 1 0 1
1.7% .0% 1.0%
10 2 1 3
3.4% 2.6% 3.1%
12 1 0 1
1.7% .0% 1.0%
15 1 0 1
1.7% .0% 1.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No -6c
variable for the question. Children watches most of the channels..

0 channels 17 8 25
29.3% 21.1% 26.0%
1 channels 3 4 7
5.2% 10.5% 7.3%
2 14 9 23
24.1% 23.7% 24.0%
3 10 7 17
17.2% 18.4% 17.7%
4 8 4 12
13.8% 10.5% 12.5%
5 2 2 4
3.4% 5.3% 4.2%
6 3 3 6
5.2% 7.9% 6.3%
7 0 1 1
.0% 2.6% 1.0%
15 1 0 1
1.7% .0% 1.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -7
variable for the question. 79.2% said that the selection of channels is very much friendly.

Very much 6 9 15
10.3% 23.7% 15.6%
Much 47 29 76
81.0% 76.3% 79.2%
Less 5 0 5
8.6% .0% 5.2%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -8
variable for the question. 23% said that they recharge there subscription through online 38.5% said by recharge
coupen n 38.5% said that they recharge there coupen by the dealer.

Online 16 6 22
27.6% 15.8% 23.0%
Recharge voucher 23 14 37
39.7% 36.8% 38.5%
Dealer 19 18 37
32.8% 47.4% 38.5%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -9
variable for the question. No specific payment mode is suggested.
GROUP-1 GROUP-2 TOTAL Chi square

Yes 46 34 80 1.707
79.3% 89.5% 83.3%
No 12 4 16
20.7% 10.5% 16.7%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -10
variable for the question. 54.2% are using high definition picture and 45.8% said they are using normal quality
picture.
Normal 34 10 44 9.651
58.6% 26.3% 45.8%
High Definition 24 28 52
41.4% 73.7% 54.2%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- 11a
variable for the question. 29.2% said the cost of the service is very good and 26% said it is worst.

Very good 11 13 24
19.0% 34.2% 25.0%
Good 16 12 28
27.6% 31.6% 29.2%
Bad 13 6 19
22.4% 15.8% 19.8%
Worst 18 7 25
31.0% 18.4% 26.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- 11b
variable for the question. 33.3%% said the total no of channels are very good and 18’7% said it is worst.

Very good 21 6 27
36.2% 15.8% 28.2%
Good 19 13 32
32.8% 34.2% 33.3%
Bad 10 9 19
17.2% 23.7% 19.8%
Worst 8 10 18
13.8% 26.3% 18.7%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -11c
variable for the question. 67.7% said that the picture quality very good and 4.2% said it is worst.

Very good 34 31 65
58.6% 81.6% 67.7%
Good 13 5 18
22.4% 13.2% 18.8%
Bad 7 2 9
12.1% 5.3% 9.4%
Worst 4 0 4
6.9% .0% 4.2%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- 11d
variable for the question. 43.7% said that the sound quality is very good and 10.4% said it is worst.

Very good 27 15 42
46.6% 39.5% 43.7%
Good 10 16 26
17.2% 42.1% 27.1%
Bad 13 5 18
22.4% 13.2% 18.8%
Worst 8 2 10
13.8% 5.3% 10.4%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -11e
variable for the question.36.3 % said that the availability of signals are good and 16.7% said it is worst.

Very good 14 8 22
24.2% 21.0% 23.0%
Good 21 14 35
36.2% 36.8% 36.3%
Bad 13 10 23
22.4% 26.3% 24.0%
Worst 10 6 16
17.2% 15.8% 16.7%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- 11f
variable for the question. 30.2% said that the 24 hour customer service is good and 27.2% said it is worst.

Very good 17 11 28
29.3% 28.9% 29.1%
Good 17 12 29
29.3% 31.6% 30.2%
Bad 7 6 13
12.1% 15.8% 13.5%
Worst 17 9 26
29.3% 23.7% 27.2%
Total 58 38 96
100.0% 100.0% 100.0%
TABLE- 12
variable for the question.3.74 is the mean value of group 1 and 3.37 is the mean value of group 2 which means that
group 1 feels that signal in monsoon season is good.
AGE N MEAN SD t-VALUE
GROUP-1 58 3.74 .785 2.042 S*
GROUP-2 38 3.37 .998
t-value is significant & significant level is .05
TABLE- 13
group 1 is not satisfied with the number of channels provided by DTH.
GROUP-1 58 3.98 .513 .526 NS
GROUP-2 38 3.92 .632
NS-Not significant
TABLE- 14
group 2 IS not satisfied with the customer care services.
GROUP-1 58 3.48 1.173 .765 NS
GROUP-2 38 3.66 .966
NS-Not significant
Table No.- -15
variable for the question. 17.7 said that in case of technical fault it will take less than 5 hours , 31.3%said that in
case of technical fault it will take less than 12hours,12.5% said that in case of technical fault it will take less than24
hours,31.3% said that in case of technical fault it will take more than24hours and 7.3% said that there is no
technical fault.

Less than 5 hours 12 5 17
20.7% 13.2% 17.7%
24.1% 42.1% 31.3%
10.3% 15.8% 12.5%
More than 24 hours 21 9 30
36.2% 23.7% 31.3%
No fault 5 2 7
8.6% 5.3% 7.3%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -16
variable for the question.53.1% respondents think that due to DTH services the cable operator will slightly lose the
customer.46.9% SAID That cable operator will very much lose the customer.

Very much 30 15 45
51.7% 39.5% 46.9%
Slightly 28 23 51
48.2% 60.5% 53.1%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -17a
variable for the question.16.8% of total respondent gave 4 point to the fact that DTH services are very simple to
use. which is maximum in the category.

1 point 2 3 5
3.5% 7.9% 5.3%
2 5 0 5
8.8% .0% 5.3%
3 7 2 9
12.3% 5.3% 9.5%
4 9 7 16
15.8% 18.4% 16.8%
5 7 1 8
12.3% 2.6% 8.4%
6 9 3 12
15.8% 7.9% 12.6%
7 5 10 15
8.8% 26.3% 15.8%
8 8 4 12
14.0% 10.5% 12.6%
9 1 4 5
1.8% 10.5% 5.3%
10 4 4 8
7.0% 10.5% 8.4%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -17b
variable for the question.18.8% of total respondent gave 8 point to the fact that DTH services have some added
features which are very interesting. Which is maximum in the table.

1 point 5 0 5
8.6% .0% 5.2%
2 8 5 13
13.8% 13.2% 13.5%
3 6 3 9
10.3% 7.9% 9.4%
4 4 0 4
6.9% .0% 4.2%
5 4 6 10
6.9% 15.8% 10.4%
6 7 5 12
12.1% 13.2% 12.5%
7 10 8 18
17.2% 21.1% 18.8%
8 11 7 18
19.0% 18.4% 18.8%
9 3 3 6
5.2% 7.9% 6.3%
10 0 1 1
.0% 2.6% 1.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -17c
variable for the question.17.7% of total respondent gave 7 point to the fact that over all DTH service is very good
as compare to cable operator. This is maximum in the category.

1 point 3 0 3
5.2% .0% 3.1%
2 6 0 6
10.3% .0% 6.3%
3 9 5 14
15.5% 13.2% 14.6%
4 3 3 6
5.2% 7.9% 6.3%
5 5 3 8
8.6% 7.9% 8.3%
6 7 8 15
12.1% 21.1% 15.6%
7 11 6 17
19.0% 15.8% 17.7%
8 9 6 15
15.5% 15.8% 15.6%
9 1 5 6
1.7% 13.2% 6.3%
10 4 2 6
6.9% 5.3% 6.3%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -17d
variable for the question.17.7% of total respondent gave 8 point to the fact that total channels provided by the
DTH provider is satisfies there actual need. This is maximum in the category

1 point 4 1 5
6.9% 2.6% 5.2%
2 9 5 14
15.5% 13.2% 14.6%
3 5 0 5
8.6% .0% 5.2%
4 4 3 7
6.9% 7.9% 7.3%
5 7 3 10
12.1% 7.9% 10.4%
6 4 10 14
6.9% 26.3% 14.6%
7 9 5 14
15.5% 13.2% 14.6%
8 10 7 17
17.2% 18.4% 17.7%
9 5 3 8
8.6% 7.9% 8.3%
10 1 1 2
1.7% 2.6% 2.1%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -17e

variable for the question.18.8% of total respondent gave 7 point to the fact that DTH service is one time
investment. This is maximum in the category

1 point 7 1 8
12.0% 2.6% 8.3%
2 9 4 13
15.5% 10.5% 13.5%
3 3 0 3
5.2% .0% 3.1%
4 9 2 11
15.5% 5.3% 11.5%
5 5 4 9
8.6% 10.5% 9.4%
6 9 9 18
15.5% 23.7% 18.8%
7 3 5 8
5.2% 13.2% 8.3%
8 5 5 10
8.6% 13.2% 10.4%
9 6 6 12
10.3% 15.8% 12.5%
10 2 2 4
3.4% 5.3% 4.2%
Total 58 38 96
100.0% 100.0% 100.0%
TABLE- 18
group 2 feels that the verietry of channels that DTH provide will not be able to capture the market of meerut.
GROUP-1 58 3.45 1.029 1.396 NS
GROUP-2 38 3.71 .654
NS-Not significant
Table No 19
group 1 feels that DTH plan are good.
GROUP-1 58 3.93 .617 .541 NS
GROUP-2 38 3.87 .529
NS-Not significant
Table No.- .-20
variable for the question.84.4%% of total respondent said that they are thinking on changing the DTH service
provider. This is maximum in the category

Yes 46 35 81 2.851
79.3% 92.1% 84.4%
No 12 3 15
20.7% 7.9% 15.6%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -21
variable for the question.61.5% said that DTH service is good due to the better picture quality.

Better Picture Quality 33 26 59
56.9% 68.4% 61.5%
Value for Money 20 9 29
34.5% 23.7% 30.2%
Easy installation 3 0 3
5.2% .0% 3.1%
Others 2 3 5
3.4% 7.9% 5.2%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.-22
variable for the question.37.5% of total respondent said that DTH service is bad due to the after sale services
provided by the DTH service provider.

Value for money is 8 7 15
less 13.8% 18.4% 15.6%
High installation cost 8 8 16
13.8% 21.1% 16.7%
After sales service 20 16 36
34.5% 42.1% 37.5%
Others 4 0 4
6.9% .0% 4.2%
Can’t say 18 7 25
31.0% 18.4% 26.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- .-23
variable for the question.47.9% said that things can be improved for DTH if it provides customise package.

Customised package 29 17 46
50.0% 44.7% 47.9%
Improved after sales 20 18 38
34.5% 47.4% 39.6%
Improved bandwidth 9 3 12
15.5% 7.9% 12.5%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.-24a
variable for the question.41.6% said that installation should be free which is most important for that.24% said free
installation is not important.

Most important 25 15 14
41.4% 36.8% 41.6%
Important 14 12 26
24.1% 31.6% 27.1%
Least important 4 3 7
6.9% 7.9% 7.3%
Not important 15 8 23
25.9% 21.1% 24.0%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -24b
variable for the question.31.2% said that providing set top box free is most important and 16.7% said providing set
top box free is not important.

22.4% 42.1% 31.2%
Important 17 8 25
29.3% 21.1% 26.0%
27.6% 23.7% 26.0%
19.0% 13.2% 16.7%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.- -24c
variable for the question.18.8% said that free activation of added services is most important and 17.7% said that
free activation of added services is not important.

17.3% 20.8% 18.8%
Important 15 13 28
25.9% 34.2% 29.2%
37.9% 28.9% 34.4%
19.0% 15.8% 17.7%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.--24d
variable for the question.21.9% said that DTH service is provided on installation basis is most important and 20.8%
said DTH service is provided on installation basis is not important

18.9% 26.4% 21.9%
Important 21 8 29
36.2% 21.1% 30.2%
24.1% 31.6% 27.1%
20.7% 21.1% 20.8%
Total 58 38 96
100.0% 100.0% 100.0%
Table No.--24e
variable for the question.36.5% said that DTH Company should provide free maintenance is most important and
21.8% said that DTH Company should provide free maintenance is not important

43.1% 26.6% 36.5%
Important 12 10 22
20.7% 26.3% 22.9%
15.5% 23.7% 18.8%
20.7% 23.7% 21.8%
Total 58 38 96
100.0% 100.0% 100.0%
TABLE- 25
group 1 feels that they were agree that if DTH services provider provides internet connection along with core
services it will beneficial for that.
GROUP-1 58 4.19 .661 1.611 NS
GROUP-2 38 3.95 .804
NS-Not significant
TABLE- 26
group 1 respondents are satisfied with it services provider.
GROUP-1 58 3.78 .750 .578 NS

GROUP-2 38 3.68 .842
NS-Not significant
CHAPTER 5
Conclusion:
It can be concluded, that DTH Service in Meerut needs
awareness among the residents of city. There is huge
market opportunity for the DTH player. Two things are
very important to improve their existence in the market.
these are
a) There is need of improvement in their support

system and they need a good responsible
customer care service. Most of the respondents
are not satisfied with the customer service.
b) They need improvement the signal in monsoon season.
CHAPTER 6
References / Bibliography
 Wikipedia
 Google
 Business Standard
 Marketing Mastermind
 Hindustan times
Questionnaire
Questinnier on DTH Services in Meerut
1. Please tell which DTH connection you are currently using?

a. Tata Sky
b. Dish TV
c. Big TV
d. Airtel TV
e. Others
2. Please tell how many years you have been using DTH
connection?
a. 1 years
b. 2 years
c. 3 Years
d. 4 Years
e. More than 5 years
3. Please specify which plan you haven choosen for service?

a. Rs.150 -200
b. Rs.200 – 250
c. Rs.250 – 300
d. More than Rs. 300

4. Are you satisfied with your current DTH services
a. Very Satisfied
b. Satisfied
c. Slightly Satisfied
d. Not Satisfied
e. Can’t Say
5. Please specify which kind of channels you watch mostly?
a. Regional
b. Sports
c. Movies
d. Music
e. Specify
6. Please tell selection of channel is customer friendly?
a. Very much
b. Much
c. Less
d. Very less
7. Please specify how do you recharge your monthly

subscription?
a. Online
b. Recharge voucher
c. Others
8. Please specify any other payment mode?
Specify
9. Please rank the feature of your current DTH service

provider according to your preference?
1 rank is most important
6 rank is least important
Total cost of service

Total number of channel
Picture quality
Sound quality
Availability of signals
24hrs customer service
10. Please specify your satisfaction with
respect to the signal in monsoon season?
a. Very good b. good c. Okay
d. Bad e. very bad
11. Please specify how much you are satisfied with
channels which are provided by your DTH service provider
within the package?
a. Highly satisfied b. satisfied

b. Slightly satisfied d. not satisfied
12. Please specify how much you are satisfied with the
customer care of service provider?
a. Highly satisfied b. satisfied
c. Slightly satisfied d. Okay
e. not satisfied
13. Please specify, incase of technical faults how long

does it take to solve the problem?
a. Less than 5 hrs b. less than 12 hrs
c . less than 24 hrs d. more than 24 hrs
d. No faults
14. Do you think that cable operators are getting loose

their customer due to DTH service provider?
a. Very much b. slightly
b. Never
15. Please specify, selection of DTH service( In
percentage)
a. DTH service is very simple to use

b. It has some added features which are very interesting
c. The overall quality of service is very good as compare to
the cable operator
d. Total number of channel satisfies your actual need
e. DTH service is one time money investment
16. Do you agree with the fact that variety of channels of

DTH can not able to capture market of Meerut?
a. Strongly agree b. Agree
c .Neither agree nor disagree
d. disagree e. strongly disagree
17. How is the DTH service plan available to you?
a. Very good b. Good

c. Average d. not so good
e. Can’t say
18. Are you thinking to change your current DTH service
provider?
a. Yes b. No c. Not decided yet
19. If DTH service is good then why it is good?

a. Better picture quality
b. Value for money- number of channels being viewed is
more
c. Easy installation – DTH has reached in India with less
installation cost as compared with to the cable network
d. Others
20. If the DTH service is bad then why it is bad?

a. Value for money- number of channels being viewed is
more
b. High installation cost
c. After sale service
d. Others
e. Can’t say
21. Who is main constraint of the DTH service provider
a. Local cable provider b. Government
c .Unawareness d. can’t say
22. What is the things that can be improved for DTH?

a. Bring more packages that can be viewed with low cost
for example customized package
b. Improved after sales
c. Improve bandwidth- when there is heavy rain it is
possible to view TV using DTH
23. What should be provided by the DTH service . please

specify your choice of preference(In numbers 1 to 5)
1 is the most Important
5 is the least Important
a. There should be free installation

b. Set-Top box should be provided free
c. There should be free activation of added services
d. It should be provided on installation basis
e. Company should provide free maintenance

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DTH services in meerut (competition in the

Marketing Research Project Report

MASTER SCHOOL OF MANAGEMENT

Data Analysis and Interpretation

In 1982, color transmission began during the Asian Games

 Direct Broadcast Satellite (DBS) is a term used to refer

JUSTIFICATION OF THE STUDY

 DTH service is dealing in niche market segment so we try

 What are the problems faced by the providers to increase

(i) To study the consumer satisfaction level in Meerut.

(ii) To assess the market share of DTH in Meerut.

(iii) To know about the future opportunities of the DTH in

(i) “Title - Direct-To-Home Television: Competition in

(ii) “Title-DTH Industry : Where’s the way out?”

This article deals with DTH industry scenario in the year

This whole article deals with the constraint in the DTH

In this article, writers deals with the future prospect of the

(iv) “Title-DTH industry a glimpse of profit at last.”

This article throws light on the constraint faced by the DTH

There are several problems why this industry is so glum.

This article also shows the strategy of the companies that

(v) “Title-DTH all set to rule the rural market”

(b) The availability regional language channel at low cost is

This article throws lights on the opportunities in the rural areas.

Philosophies means approaches e.g. qualitative, quantitative and the academic

We have used techniques like :

TOOLS FOR DATA ANALYSIS.

4.1:-Characteristics of the Respondents:-

GROUP-1 N=58 GROUP-2 N=38 TOTAL

(29.3%) (31.6%) (30.2%)

(6.9%) (5.3%) (6.3%)

(20.7%) (28.9%) (24.0%)

(0) (2.6%) (1%)

(100%) (100%) (100%)

GROUP-1 GROUP-2 TOTAL

MONTHS 71.1% 72.9%

ABOVE 1.7% 5.3% 3.1%

Question no 3 t test value could not be computed.

GROUP-1 GROUP-2 TOTAL

5.2% 2.6% 4.2%

3.4% 60.4% 4.2%

63.8% 55.3% 60.4%

100.0% 100.0% 100.0%

GROUP-1 GROUP-2 TOTAL

37.9% 31.6% 35.4%

25.9% 26.3% 26.0%

17.2% 13.2% 15.6%

100.0% 100.0% 100.0%

GROUP-1 GROUP-2 TOTAL

GROUP-1 GROUP-2 TOTAL

.0% 2.6% 1.0%

37.9% 36.8% 37.5%

31.0% 36.8% 33.3%

20.7% 15.8% 18.8%

10.3% 7.9% 9.4%

100.0% 100.0% 100.0%

GROUP-1 GROUP-2 TOTAL CHI-SQURE

1.7% .0% 1.0%