Buying Behavior, Perception in Indian Dth Industry

RESEARCH ON purchasing BEHAVIOR AND PERCEPTION IN Indian DIRECT TO HOME (DTH) INDUSTRY ____________________________________________________________ _ TABLE OF CONTENT Page zero(prenominal) Chapter 1 . Executive Summary 2-5 Chapter 2 . Overview of Indian DTH constancy 6-24 Chapter3 . concealment Players of the persis exce 25-27 Chapter 4 Introduction to the topic 28-61 Chapter5 ,Findings and Discussions 62-67 Chapter6 .Conclusions and suggestions 68-71 REFERENCES ANNEXURE List of send backs and Figures 4. 1 Pie graph of Number of respondents in different age groups 4. 2 Pie map of telephone number of males and females respondents 4. Pie graph of number of middle and lower level respondents 4. 4 Pie graph for the number of clubs engagement in csr activities 4. 5 Pie map of per centage showing be these compensates published 4. 6 Pie ch fraud for solvent to instruction formation of safe and healthy work environment 4. 7 Pie chart for reaction to tilt contri exactlyion to regional briostyle 4. 8 Pie chart for solvent to statement e forest of opportunities . 9 Pie chart for chemical reaction to statement continuity and creation of Regional culture 4. 10 winding off and Pie chart for response to statement balance between Work and personalised life 11. T adapted and Pie chart for response to statement Sustainable integ swan culture 4. 12 Table and Pie chart for response to statement imaginativeness cycling and Waste Reduction 13. Table and Pie chart for response updated engineering science 14.Table and Pie chart for response to statement reduction of environmental warhead 15. Table and Pie chart for response to statement reduction of green abode gases that lead to global warming. 16. Table and Pie chart for response to statement preservation of water re inaugurations and water quality 17. Table and Pie chart for response to statement reduction of environmental burden- ingathering and serve 18. Table and Pie chart for response to statement compliance 19. Table and Pie chart for response to statement corporate g oernance 20.Table and Pie chart for response to statement risk management. 21. Table and Pie chart for response to statement education to the society 22. Table and Pie chart for response Competitive Compensation 23. Table and Pie chart for response satisfied works hours 24. Table and Pie chart for response good quality of wares 25. Table and Pie chart for response good quality of after sale run 26. Table and Pie chart for response timely deli precise of products 27.Table and Pie chart for response compliance with the prescribed security measures 28. Table and Pie chart for response transp arnce and fairness in purchasing 29. Table and Pie chart for response consultation the opinion of the suppliers 30. Table and Pie chart for response reward for the voluntary progress of the suppliers 31. Table and Pie chart for response abide by on client cheer 32. Table and Pie chart for response recognition of the nega tive impact of the product on the society 33.Table and Pie chart for response protection of guests randomness EXECUTIVE SUMMARY The Report is on the topic RESEARCH ON debauchING BEHAVIOR AND PERCEPTION IN INDIAN DTH INDUSTRY. The verifiable of the query is to find the consumers style and perception in buying the DTH serve in the Indian grocery store. This testament be do with jockstrap of a Questionnaire regard based on the Consumers benighted stripe by the unblemished conclusiveness making wreak of the consumer, which atomic number 18 as follows Problem Recognition Information Search Evaluation of Alternatives procure conclusion Post acquire carriage And as well with the help of authorized striking eventors that contri simplyes heavily towards the consumers conclusiveness of buying a DTH armed assist, in India, the worry the following(a) nonoriety Endorsements Others Influence Purchase time Purchase Amount Dealer Choice In trivial the inquiry is carried - let on to realize what goes in the consumers mind before he ultimately buys the DTH operate in the Indian grocery store and besides to k straight off, when , w present and how the consumer buys the run of DTH, in the Indian DTH market place.Now, before starting with achieving the acc victimisation of the research, I stand started with showtime off explaining the buying way of the consumer in general with the help of its definition and accordingly the entire report is based upon the buying behavior of consumers in the DTH fabrication. Although the report is an industriousness specific report but still I select truncateded a little bit about any the study players in the Indian DTH application. The following atomic number 18 the players about which a little brief has been done in the report Tata throw away Sa discernite Television function TV Airtel DTH Sun beam opinion big TV Videocon D2H This is followed by the literary production s Review on the buying behavior of consumers in DTH industry which contains the Overview of the Indian DTH industry, Technical aspects of DTH helper, Factors that contribute towards the conquest of DTH serve in India, what does the industry wad, media, and guests give tongue to about this industry. The research methodology that has been utilize is the descriptive type and the data is collected through both the ancient and the secondary source.For the primary source a Questionnaire was prepargond for the discipline to know the consumers behavior in buying the DTH run. The survey was conducted on slew who ar already enjoying the avail of the DTH irrespective of age, in rise up, lifestyle, gender and so forth The questionnaire rotate more than or less the consumer buying behavior and was seeed to know the complete locomote of buying behavior of consumers for the DTH industry in India. For the secondary source journals and articles in the magazine, news paper and in ternet have been used in achieving the object of the research.The sample size was 150 users of DTH go in Delhi and NCR. All the questions from the questionnaire have been contemplated and findings have been gainred from it with the help of the graphs and the tables, making entirely the tuition truly easy to read, analyze and take off the key findings from them. This is followed by the complete accumulated findings in bullet addresss from the research and in that respectfore the suggestions for the DTH industry as a whole and for the DTH players in industry based on the Objectives of the research and the Findings of the survey & research which could t eithery-on the performance and gross sales for the companies.References that has been used in the entire preparation is also provided along with the questionnaire at the end of the project report. CONSUMER BUYING BEHAVIOR define Consumer buying behavior is the study of when, why, how, and where people do or do non buy p roducts It blends elements from psychology, sociology, social anthropology and economics. It attempts to represent the emptor decision making process, both individu bothy and in groups. It studies characteristics of individual consumers such(prenominal) as demographics and behavioural variables in an attempt to substantiate peoples wants.It also tries to pass judgment influences on the consumer from groups such as family, friends, reference groups, and society in general. guest behaviour study is based on consumer buying behavior, with the guest compete the three distinct powers of user, payer and buyer. Relationship marketing is an influential addition for customer behavior analysis as it has a keen spargon-time activity in the re-disco real of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer.A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and on e-to-one marketing. Social functions drop be origin into social choice and welf be functions. Each method for vote t all in ally is assumed as a social function but if cursors possibility theorem is used for a social function, social wel remotee function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, mo nononocity, unanimity, homogeneity and weak and ardent Pareto optimality. No social choice function meets these requirements in an ordinal get over simultaneously.The roughly chief(prenominal) characteristic of a social function is recognition of the synergetic effect of utility(a)s and creating a logical relation with the ranks. Marketing provides services in order to run across customers. With that in mind, the productive system is considered from its antecedent at the production level, to the end of the cycle, the consumer. Belch and Belch de ok consumer behaviour as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. MAJOR DTH PLAYERS IN INDIA 1. TATA vend SATELLITE TELEVISION Incorporated in 2004, Tata Sky is a JV between the TATA convention and STAR. Tata Sky DTH endeavors to ply Indian viewers a world-class tv consider experience through its air present service. The TATA Group is one of Indias broadst and most respected backing conglomerates. It comprises 93 direct companies in seven condescension areas information systems and communications, engineering, materials, services, energy, consumer products and chemicals.The TATA Group has operations in much than than 40 countries crossways six continents and its companies export products and services to cxl nations. The Group and its go-aheads have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy tha t has realise the Group the trust of many trillions of stakeholders in a measure some business houses anywhere in the world burn match. The SKY soil, own by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of much than than 20 years experience of orbiter imparting.SKY is well cognise for the innovative products and services launched by BSkyB, such as DTH fan outing in 1989, digital air broadcasting in 1998, active telly services in 1999 and the SKY+ personal video fipple flute in 2001. Tata Sky joins an international group of DTH businesses that includes programmes as far apart as the UK and Italy in Europe, and Mexico and Brazil in Latin America. Tata Sky has established an extensive customer service nedeucerk across the country.It has engaged a field press of approximately 3000 service engineers who are complemented by high-end 247 deal centres, manned by multi-lingual customer service associates, trained to solve all customer occupa tions. Tata Sky takes direct responsibility for installing and servicing the computer hardware at constantlyy plump forrs home, thereby ensuring the highest levels of customer service. 2. kayo TV DISH TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presence with business interests in media programming, broadcasting & distribution, military cap powerfulness packaging and delight.Zee Network incorporated dishtv to modernize TV viewing. dishtv is Indias startle direct to home (DTH) pastime service. By digitalizing Indian frolic, this enterprise brought topper television viewing engineering to the living room. It not further(prenominal) transmits high quality programmes through send but also gives a complete control of selecting transmit and paying for them. To experience the new life breathing in television technology, dishtv extends high quality broadcast and perfect(a) entertainment. It imparts videodisc quality bear witnes s and stereophonic sound effects to the customers.It promises to assortment the experience of TV viewing with its uninterrupted contagion service. The endeavour enters next level of entertainment with futuristic features, such as EPG (Electronic Programme Guide), agnatic lock, games, 400 conduct, interactive TV and celluloid on demand. dishtv also brings soap national and international channels for the first time in India. dishtv uses NSS-6 to broadcast its programmes. NSS-6 was launched on 17th December, 2002 by European-based satellite provider, NewSkies (one of the only four laid satellite communications companies with truly global satellite coverage) ishtv Indias first KU-band DTH entertainment service, hopped on to NSS-6 from an INSAT satellite in July 2004. The change in the satellite was to increase the channel crack as NSS 6 offered more than transponder capacity. 3. AIRTEL DTH Direct to pedestal (DTH) service comes to you from Bharti Telemedia Limited, a subsidia ry of Bharti Airtel Limited. Bharti Airtel Limited is the flagship connection of Bharti Enterprises and is Indias largest integrated and the first private telecommunication services provider with a dance step in all the 23 telecom circles.As Indias track telecommunications confederacy, the Airtel brand has played the aim of a major(ip) catalyst in Indias reforms, add to its economic resurgence. Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. With DVD quality stamp and sound, your TV viewing experience imparting change evermore with Airtel digital TV. Now witness the magic of television with best and widest physique of channels and programmes ranging from Sports, Music and General entertainment to best on-demand nub on Airtel Live.Whats more, you tail end choose from the best movies of Bollywood and the world, listen to radio, play games, along w ith a host of other interactive features and change the way you watch television. 4. sun DIRECT Sun Direct Indias youngest and most exciting state Of the art DTH Company. Sun Direct uses the latest MPEG-4 based technology to increase broadcast capacity. Sun Direct confirms to provide next-generation services in fast- suppuration and appear markets quickly and efficiently. Sun Direct will be supported by Irdetos conditional access solution to manage content and revenues in the satellite broadcasting venture.Sun Direct selected Oracle based on its convergent multi-service capabilities and proven real-time scalability allowing it to consolidate billing operations, enables powerful new service offerings and improves visibility into customer information across services. Sun Direct Pvt Ltd, the leading direct-to-home (DTH) service provider is all train to redefine the television viewing in the country. Sun Direct at present created history by intromission the first ever noble Defi nition (HD) broadcast on DTH platform in India. Sun Direct Sun Direct is a 8020 joint venture between the Maran family and the Astro Group of Malaysia.Sun Direct offers all customer premises equipments like the dish and Set cover box free of cost to the customer, which is a practice followed by DTH platforms across the world. Sun Direct is the first one to adopt the advanced MPEG4 technology offering better compression and request quality and is the first to offer HD TV (High definition) content. Sun Direct offers all customer premises equipments like the dish and Set Top box free of cost to the customer offering more than 200 channels, with 7 basic packs and 41 add on packs. 5. RELIANCE biggish TVImagine a satellite TV service that suits you and your familys interests, passions and busy schedules. vulnerability all of your takeent channels, shows, and movies at your fingertips its time to step into the BIG world of entertainment. Reliance is excited to present the next landma rk of TV entertainment in India. With Reliance BIG TV Digital go, you basin experience salient entertainment, blockbuster movies, up-to-the-minute news, and your favourite programs at the click of a button. veer your home with Reliance BIG TV Digital returns, powered by MPEG 4 technology for the first time in India.Reliance BIG TV has fantastic features like pure digital viewing experience, more channel choice, many exclusive movie channels, easy programming guide, interactive services, parental control, 247 Customer Service and considers more Ensure a never before viewing experience with immeasurable hours of fun and entertainment for your entire family. 6. VIDEOCON d2h It is worlds 1st satellite television, via state of art satellites, which means you no longer have to take into account all the hassles associated with product line TV.No more frustrating disconnections right in the middle of an intense game. And whether youre watching a Hollywood thriller or a Desi blockb uster, Videocon d2h results in a The End to all the unnecessary interruptions. We postulate you to experience a world of awesome digital entertainment, crystal authorise show ups, ultra sharp sound and state of art technology which uses the revolutionist MPEG -4 with DVB S2. This means youll be able to notice the minutest of details on your ducky celebrity. And hear every scream, every sound. Even if it were a faint sigh.We will provide you unique active services, multi lingual user inter reflection, more movie on demand channels, radio channels, cross genre tickers and many more value added services. Our interactive Direct to rest home (DTH) Services will be available through Satellite LCD, Satellite TV, Satellite DVD as well as a Satellite Box (STB). We bring you sore edge technology through our services, which will make your home the most exciting place on earth. The Products i. e. Satellite LCD, Satellite TV, Satellite DVD are owned and marketed by UDCL.The DTH services and Satellite Box are marketed by BBCL subject to footing and conditions of Customer Agreement. OVERVIEW OF THE DTH INDUSTRY Direct-to-Home (DTH) satellite television is becoming a buzzword in the satellite broadcast industry due to the fact that DTH offers immense opportunities to both broadcasters and viewers. Thanks to the rapid maturation of digital technology, DTH broadcast operators worldwide have been able to introduce a large number of new interactive applications in the television market besides a large number of entertainment programmes over a single delivery platform.In addition, since digital technology permits a exceedingly efficient exploitation of the frequency spectrum, the number of TV channels that cannister be broadcast using digital technology is significantly high than with analogue technology. The increased number of television channels allows the operator to satisfy the demand of a number of niche markets with dedicated transmissions. In general, DTH serv ice is the one in which a large number of channels are digitally compressed, encrypted and beamed from very high power satellites. The programmes can be direct wind at homes.This mode of reception facilitates the use of small acquire dish antennas of 60 to 90 cm diameter installed at well-provided location in individual buildings without needing elaborate raiseation / set etc. Also, DTH transmission eliminates local anaesthetic business operator completely, since an individual user is outright connected to the service providers. However, a digital receiver is needed to receive the multiplexed signals and view them on a TV. DTH, in sharp contrast to Cable TV, lends itself to easy monitoring,and,control. Transmission in Ku band is most appropriate and astray used for the purpose.As mentioned above, all the encoded transmission signals are digital hence providing higher resolution picture quality and better audio than conventional analog signals. All the benefits of the di gital transmission, as appli stemma to the terrestrial transmission are relevant in the satellite transmission also. Over the get three years, the direct-to-home (DTH) satellite industry has come on strongly worldwide. It has vainglorious from a niche delivery mechanism into a mainstream business. The spread of subscription-based DTH satellite TV promises to enhance choices for many households in developing countries.With the Government throwing stretch the DTH sector in the country,a handful of players have come up with impressive plans to enter the market. Given the stiff level of competition this premium services will face from the real multi-channel origin network, possible entrants need to all the way grasp a a couple of(prenominal) of the winning rules of the game. A DTH OFFER COMPRISES sixsome ELEMENTS pic Content The movies,news channels, light events,and/or general entertainment features that constitute an offer to consumers. lay Ownership or access to sufficient transponders in the right orbital slot to broadcast an offer to a specific area.Ground The ability to distribute, install and service dishes and set-top boxes(otherwise known as customer premises equipment, or CPE), combined with access to relevant technology and manufacturing capabilities. Subscriber management talent to acquire and deactivate subscribers,bill and collect from them, activate pay-per-view movies and perform customer service. financing The provision of credit to customer seeking to buy or renting CPE. Government relation Ability to navigate government procedures and regulations to obtain permits and so on.So diverse are these requirements,that no existing player in any market will be able to fulfill all of them on its own. This, the industry will be populated by consortia and it is improbable that more than one or two DTH consortia will be able to achieve break-even. STRATEGIC AND SUCCESS FACTORS Exploit Bottlenecks In this market,content and transponder capacit y are scarce and controlled by a few players. With content, access to unique local language material is critical. In a market like India,all a DTH player may need to do is repackage existing channels that are not universally available.In sports, some players have won an advantage through long-term rights acquires. Broadcasting rights to cricket in India, for example,belongs to ESPN for the next louver years. It also controls the right to football for West Bengal(the most popular league) for ten years. The second limpid bottleneck is in transponder capacity. A modest DTH offering is probable to require a minimum of 10 to 15 transponders-almost a dedicated satellite. The number of satellite that can broadcast to a bad-tempered region is limited by physics. Move First In the DTH industry, a credible and well managed first-mover service has a tremendous advantage over others.In India, a first mover may effectively chuck out out competition. Exploit Market Niche In some markets, th e part of consumers who desire highly specific content may be large decorous to form the core subscribership of a DTH service. An example of this could be once again cricket in our country. Any DTH consortium must decide how it will deal with a number of strategic choices that will square its success Build an appropriate content offer This is the single most significant choice a DTH company will make. In a opposed town with no access to television, for example,even a DTH bouquet of alone two channels might seem attractive.Transponder costs are also a factor in an appropriate content offer. It is the bouquet size that determine how many transponders are needed,creating a tradeoff between the cost of transponders and the fullness of the offering. Leverage killer content A subscription service could use its rights more effectively. It might secure the exclusive right to broadcast a sporting event live, even if it is shown on free TV later. Offer crack services Cable companies are frequently criticized for installation delays, billing errors and morose staff and the nature of cable plant makes signals prone to disruption.Staff and customer service issues relating to CPE installation and maintenance may yield a fine of differentiation above and beyond picture quality. PLACE BETS ON other strategic choice consortia must make is which markets to make bets in. A few rules of the thumb are Number of TV households the number of TV households and its rate of growth determines how easy it will be to break even and how quickly, if at all, a developing market will become attractive. TV announce and its growth Ad revenue are also available to a DTH service provider, so the existence of a robust or growing ad market is important.Technical barriers to access TV Even if DTH offers are likely to be thin on the ground,it is possible for a company to own a piece of the chain that links a service to subscribers. Until recently, Sky had a monopoly on the UK encryption standard, Videocrypt and could effectively dictate the terms of DTH competition, This was because it had a large installed base of set-top boxes using this standard. Ownership of key content The availability of sports and film rights is a crucial determinant of market attractiveness.In India, such rights are divided among many separate players. In such a case, no rights owner is likely to be strong enough to play kingmaker. Position in a market The most important asset is arguably an ability to play a unique role in the DTH value chain. This advantage may reside in business that have little or no obvious connection with DTH. A company that has pioneered a business offering credit for consumer durables in a developing country, for instance, might be well placed to release finance to procurers of CPE. INDUSTRY SAYS MEDIA AND CUSTOMER SAYSDespite the global financial meltdown, the emerging of DTH industry in India has numerous opportunities. A 20 per cent yearly growth is being witn essed in the DTH sector and there is still stove for more. Int he current context of the global financial meltdown, the Direct to Home (DTH) industry in India is in the throes of multifarious challenges and opportunities. The big game is all about shaping up grandiose plans to master the winning rules to gain as much portion of the Indian DTH pie as possible by a handful of players.Since the DTH space denotes big value, akin to the space occupied by television pic and telephony, inter-firm rivalries have thrown up price wars, discount schemes, procurement of transponders, ambitious targets for improving the subscription base, popular bouquet of channels, set top boxes with superior quality of videos, improving content, etc as a despairing means to entice the Indian viewer. A neat 20 per cent annual growth is being witnessed in the DTH sector in India with over 8. one gazillion million million households having digital pay tv According to Harsh Bijoor, a brand consultant, Since Dish TV, the biggest market player on the Indian soil, has not scraped even five per cent of the pie, there is plenty left for other players to eat. In the early 2008, five major players, Zees Dish TV, Tata Sky, Reliance ADAG, Sun Direct and Bharti Telemedia formed an umbrella body DTH Operators joining of India (DOAI). The Cable and Satellite Broadcasting Association of India in its 2008 Pay TV Piracy Survey have predicted that the Grey TV market of around USD 1. billion will gradually be taken over by the legal DTH industry. Marcel Fenez, chairman CASBAA, said, Despite the global sinking of economies, the Asia pacific market is healthy and the decline in growth will not derail the industry. With 1. 7 million digital cable subscriptions, the digital pay-TV market is finally taking off and this degree of penetration represents a tipping re station for our industry in Asia. magicianting with a million strong subscriber base in August 2006, Tata Sky, a DTH joint-venture Compan y between Star (owned by Rupert Murdoch) and the Tata Group, now has more than 2. million connections and the forecast for 2012 is that it will just increase to eight million. The Indian DTH growth scenario bodes well for the denote industry as well with over Rs 30-40 crores being earmarked by these companies annually for advertising revenues. While Tata Sky has roped in Amir Khan and Gul Panag for its promotion, O.K.s for the Dish TV. MD and CEO of Tata Sky, Vikram Kaushik, recently confirmed in an interview that the company estimates were stand at Rs 40 billion for its final funding requirement as competitive entries, explosive growth in volume and customer acquisition have jacked up the costs.Tata Sky recently launched the NDS-developed XTV personal video recorder (PVR) that enables the customers to watch a particular TV show while put down some other. It is being hailed a major introduction in the Indian DTH market. at heart a few days of its launch 2, 500 PVRs, priced a t Rs 8, 999, were change as claimed by the Tata Sky MD, Kaushik. This places Tata Sky among the top 19 pay-TV operators around the world with NDS solutions being a unique introduction to facilitate tractability of PVR to their subscribers.A deal along similar lines was announced by Bharti Airtel, in the provision of DTH services, dependent on NDS for its conditional access. N Arjun, executive coach Bharti Telemedia, expressed enthusiasm about the companys expansion plans by disclosing that his company looked forward to providing the best of home entertainment services via Airtel digital TV in terms of latest technology and exciting content. Since DTH is the incoming of home entertainment, with the support of our technology partner NDS, we will render superior, state-of-the-art services to our DTH service customers, he said.Sun Direct, which entered the DTH sector as a discounted brand in opposition to Tata Sky, notched at a 30 per cent premium and supposedly mopped up over a mi llion subscribers within a short time span. Tata Sky, though placed at a launch-premium of Rs 1,000, is open to pieceations. A demand of a tax pass of five years from the government has been mooted by the DOAI that should incentivise the DTH industry as its market has reportedly surpassed the Japanese one in the last five years.The Indian DTH industry players look forward to a seven times contemporaries of its market, about 40 million subscribers by 2015, from a total of one hundred sixty-five million pay TV households. Analysis Since 1959, when Indian television was first launched and the state owned Doordarshan aired just two channels in black and white as recently as 1991 the world of entertainment has made rapid and unusual strides. The turning points were the 1982 Asian Games when colour television was introduced and the 1991 liberalisation and deregulation that ushered in the era of foreign investments and foreign channels that egged the domestic players to jump into the f oray.From large metros, satellite TV moved to small towns that spurred the sale of TV sets and brought about an upgradation from black and white television viewing to the colour one. With time, more and more changes took place and finally the DTH services arrived. DTH operations in India could be enhanced if the dearth of satellite capacity is remove by increasing the number of available Ku-band transponders that at present is 12 on Insat 4A, which in turn would mean more channels for viewing. levy burdens on DTH are another area of complaint for operators. Around 40 per cent of revenues are siphoned off to pay taxes and license fee and another 12 per cent for services imposed by the Central government. apart(predicate) from this, there are entertainment taxes that differ from state to state. Cable TV operators also give a stiff level of competition to the DTH sector by suppressing their prices artificially by way of under-declarations. This has pressurised the DTH operators to c ut their profits to the expiration of making them unviable. At present, there are 80 million TV households in India, of which over seven million are DTH ones. Since the penetration is just under nine per cent, there is much room for a ample growth rate, according to the Bharti Airtels head of brand and media, Chandrashekhar Balakrishnan. This is what the company is focusing on, to enhance its subscription base to 20 per cent, he added. Industry psychoanalyst Siva Sundaram said that India will be the leading power in Asia by 2010 in the field of cable market and by 2015 it will be the most profitable in the area of pay TV market.Interestingly, the rural rich were the first to positively respond to the advent of DTH industry and those in the remote areas with no or unreliable access to the cable services will be tapped in by the DTH players. The Indian Readership Survey 2008 R2 findings have shown that the Dish TV is the largest player with over 3. 1 million subscribers, followed by DD Direct, Tata Sky and Sun Direct, which has a predominance in the gray zone. The zone wise analysis puts the western zone with 2. 24 million topping he subscriber base charts and the northmost, South and East following the lead. While the big game red-hots up between the DTH service providers, the unshakable big Indian couch potatoes may keep surfing the channels and choosing from the burgeoning options. CONCLUSION A few things are assured in the DTH industry even in the face of paradigm shifts. First, the value of transponders is likely to pin tumbler as compression allows more and more content to go through the same satellite, and as more satellite are launched. Second, as bandwidth explodes, so will demand for content.Obscure sports and the like will become more valuableconversely, much of the content that is currently valuable will face downward pricing pressure. Niche content providers will emerge. The industry is likely to be characterized first by a period of fragmen tation and then by an increasing concentration of global consortia as unprofitable participants fold. What is clearer than ever is that satellite TV is here to stay and will play role in bringing television to mass around the world. RESEARCH accusing The objective of the research is to find the consumers behavior and perception in buying the DTH services in the Indian market.This will be done with help of a Questionnaire Survey based on the Consumers Black Box through the entire decision making process of the consumer, which are as follows Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase behavior And also with the help of certain important factors that contributes heavily towards the consumers decision of buying a DTH service, in India, like the following Celebrity Endorsements Others Influence Purchase Timing Purchase Amount Dealer ChoiceIn short the research is carried -out to know what goes in the consumers mind before he finally buys the DTH services in the Indian market and also to know, when , where and how the consumer buys the services of DTH, in the Indian DTH market. RESEARCH METHODOLOGY RESEARCH METHODOLOGY DEFINED Research methodology is a way to systematically solve the research problem. It may be understood as a science of poring over how research is done scientifically. In this we study the various steps that are generally adopted by researcher in studying this problem along with the logic behind them.RESEARCH DESIGN The research design selected is of descriptive type. Data is collected through Primary and Secondary sources. prime SOURCE A Questionnaire was prepared for the survey to know the consumers behavior in buying the DTH services. The survey was conducted on people who are already enjoying the services of the DTH irrespective of age, income, lifestyle, gender etc. SECONDARY SOURCE Journals and articles in the magazine, news paper and internet have been used in achieving the o bjective of the research. SAMPLE SIZEA Sample size of 150 existing users of DTH services was included in the survey through questionnaires (25 each from North Delhi, South Delhi, West Delhi, East Delhi, Gurgaon and Noida). The Sample was selected irrespective of age, gender, lifestyle, income. TABLE 5. 1 WHAT SERVICES DID YOU USE in the lead DTH SERVICES ? Local carry 142 Doordarshan Channels 8 chart 5. 1 ANALYSIS From the above pie-chart we can analyze that 95% of people surveyed were using local cable as against 5% who were using Doordarshan channels.INFERENCES We can infer from the pie-chart that majority of people surveyed were using the services of local cable operators and thus it also reflects that very small segment of people use only Doordarshan channels as a source of entertainment in Delhi & NCR. TABLE 5. 2 WHAT WERE YOUR PERCEPTIONS OF DTH SERVICES BEFORE YOU use IT ? High sign Cost 42 High periodical Rentals 66 pitiful Customer Service 22 worthless signal 30 GRAPH 5. 2 pic ANALYSIS From the above presumptuousness bar plat we can analyze that 28% of people perceived DTH as it absorbs High initial cost,44% as High monthly cost,15% as Poor customer service & 13% as Poor Signal. INFERENCE We can now infer that most of the people before using DTH services model it to have Heavy Monthly Rentals and also as something that had High Initial Cost attached to it . Poor Signal was also an issue that people had thought DTH to be associated with and few people had perceived its Customer Service as poor. TABLE 5. 3 WHAT PROMPTED YOU TO SWITCH TO DTH FROM THE EARLIER SERVICES utilise BY YOU ? BECAUSE DTH PROVIDES Better Service 45 Economical 5 Beeter Picture tone 60 interactional services 40 GRAPH 5. 3 pic ANALYSIS According to customers, tenableness for switching to DTH, because DTH provides 30% believe it as better service, 3% as economical, 40% as better picture quality & 27% coz of interactive services by DTH. INFERENCEWe can infer f rom above that most of the LCOs customers left them and switched to DTH because of their problems with poor picture quality and people also ditched LOCs because of poor services from them and also lack of interactive services which was there in DTH. A very small percentage of people left LOCs because of prices charged by LOCs TABLE 5. 4 WHERE DID YOU SEARCH FOR INFORMATION ON DTH BEFORE BUYING ONE ? meshing 55 Dealers 55 Friends 30 Newspapers 10 GRAPH 5. 4 pic ANALYSIS We can analyze from the above given graph that 37% each of people surveyed searched information on DTH from Internet & Dealers. 20% consulted Friends and 6% from Newspapers. INFERENCE An arouse comes from the fact that when it comes to searching information about the DTH services when deciding to buy them, most of the people prefer to search it on Internet & an equal no. of people take down Dealers to gather information. People also prefer to consult their Friends more than using Newspapers as a source of Infor mation search. TABLE 5. 5 ON WHAT PARAMETERS DID YOU EVALUATE ALL THE AVAILABLE DTH SERVICES BEFORE DECIDING TO BUY BRAND OF DTH SERVICE ? Good constitution 40 determine 10 Interactive Services 40 Picture quality 60 GRAPH 5. 5 ANALYSIS We can analyze that in terms of evaluation, 39% people rated Picture Quality,27% each as Good Reputation and Interactive Services and 7% as Price as the major alternative evaluation factor.INFERENCE We can infer that the most important point of evaluating the available DTH options was the Picture, which was of par arrive importance for prospective customers followed by Good Reputation and Interactive Services followed by the Price which only a hardscrabble population voted for. TABLE5. 6 DO CELEBRITY ENDORSEMENTS CONTRIBUTE TOWARDS YOUR DECISION IN BUYING DTH SERVICES ? Yes 35 No 115 GRAPH 5. 6 pic ANALYSISWe can analyze that 77% of people surveyed said that Celebrity endorsements do not have any impact on their decision in deciding which b rand to by or not to by and only 23% people agreed that id does contribute towards their decision. INFERENCE It is an interesting certainty from the above given graph and data that inspite of almost all DTH companies button for Big Celebrities to endorse their brands, customers gave a thumbs down to celebrity endorsements with 77% people saying that they are not at all influenced by it and only 23% saying yes to this idea. TABLE 5. 7 WHO WAS THE BIGGEST INFLUENCE ON YOUR FINAL PURCHASE DECISION ? Dealer 35 Family 20 animated Users 80 Only Me 15 GRAPH 5. 7 pic ANALYSIS We can analyze that Existing users are the biggest influence on the final purchase decision with around 54% people going for it followed by 23% for dealers, 13% for family and 10% deciding themselves. INFERENCE We can easily infer from the above given graph and data that as pass judgment nd as in all other industries that existing users are ever the biggest influence on the final decision and its the same in t he DTH industry, Dealers are also big influence on the final decision followed by family and ourselves. TABLE 5. 8 ARE YOU SATISFIED WITH YOUR DTH SERVICE ? Yes 129 No 21 GRAPH 5. 8 pic ANALYSIS We can analyze that 86% of people using DTH services are satisfied with the services and only 14% people are dissatisfied.INFERENCE We can easily infer from the above given data and graph that most of the people, as expected are pretty much satisfied with the DTH services, which provides so many added features with crystal clear picture quality. One more important thing that can be inferred is there are 14% people who are not satisfied with the DTH services, which should bother all the DTH players in the industry. TABLE 5. 9 IF DISSATISFIED,THEN WHAT IS THE terra firma FOR DISSATISFACTION ? Poor Customer Service 8 Poor Picture Quality 2 Poor Signal Strength 3 Costlier than Expected 8 GRAPH 5. 9 ANALYSIS Now, we can analyze that out of 14% dissatisfied customers,38% peoples reason of dissatisfaction is Poor Customer Service and an eaqual no. people think that it costlier than expected followed by 15% with Poor Signal Strength and 9% with Poor Picture quality. INFERENCEWe can easily infer that first of all there are very little dissatisfied customers and the major reason for dissatisfied customers are either Poor Customer Service or the Monthly rentals are higher than perceived or expected. Very small amount of people blames it on Poor Signal Strength followed by Poor Picture Quality. FINDINGS FOLLOWING ARE THE FINDINGS OF THE REPORT 1. Most of the users of DTH services today have migrated from the local cable operators in comparison with the viewers of Doordarshan network. So therefore this can viewed step of Doordarshan network viewers to local cable operators. . Initially before using the DTH service the perception of it was that of something that High monthly rentals and that comes with High initial cost. Many people also thought that as it is a satellite ne twork, therefore there would be a lot of signal problems, with few of them having doubtful perceptions about its Customer service. 3. The major reason that led to people switching from their previous services to DTH was Poor picture quality, Poor service and lack of interactive services (in the same order), which had an obvious solution in the DTH services. . It was found out that the prospective customers searched for information on DTH mainly from the internet and the dealers with equal no. of respondents going for them, wherein friends are also a good source of information. Newspapers no more are hot in information search in the DTH industry. 5. The most important parameter that the customers used to evaluate all the available DTH options was that it should have the best picture quality and then came the good Reputation and interactive services with the brand.Price was not of that importance as the industry itself is gripped in price-war. 6. This was an interesting but an unexpec ted finding. Although almost all the DTH players have roped in big celebrities to endorse their brand, still people gave this idea a thumbs down and said it did not affect their decision. 7. The biggest influence on the final purchase decision was found out to be the existing users of the service with more than half of the respondents going for it followed by the dealers, then family members and then the respondents themselves. 8.Talking about the post purchase behavior, a major chunk of population that was surveyed was pretty satisfied with the DTH service (86% of them) and will very much carry on with the DTH, wherein 14% of them showed dissatisfaction. 9. Now, the major reason of the dissatisfaction of the 14% dissatisfied customers were poor customer service and the fact that overall rent (different packages and different channels) was costlier than the expected. SUGGESTIONS FOLLOWING ARE THE SUGGESTIONS BASED ON THE REASEARCH OBJECTIVES AND FINDINGS OF THE SURVEY Although the companies are targeting the complete set of television iewers across the country, but they should make extra efforts in specifically targeting the rurals whose only source of entertainment is Doordarshan channels only by customizing channel packages that suits their taste and their pockets as well. apprehend them before they take the local cable operators road to reach DTH. Erase the prospective customers perception of DTH services requiring High Initial & High monthle costs and also that as it is a satellite network then it will always have signal problems. Reach the prospects and tell them that these are wrong perceptions and tell the advantages. The Companies should keep on striving for better picture quality, better customer service, and more and more of interactive services because these are the reasons and problems why the customers have migrated from local cable operators (LCO). Now it was found out that the Dealers and the internet were the hottest zones for information search on DTH by the prospective customers. So, therefore the companys should, for internet poke in all the information regarding their product and service and also tell the prospects about the advantage of their services over the competitors. Evaluation of alternatives by the customers are one of the most important stage for the company and the findings point out that in choosing a DTH service, the customer focuses mainly on the Picture Quality and the Interactive services provided by the company so these things should be provided best by the company to the customers. One more important point is although the DTH industry is gripped by price-war, the customers are willing to pay a little more if they get a better picture quality, more interactive services and better customer service. This was an interesting but an unexpected finding that although all the major DTH players in the country have roped in big celebrities to endorse their brand, but almost 78% of the respondents have re jected this idea and said that celebrity endorsements have no impact on their decision. So, therefore the companies should center on on ideas to effectively communicate their message to the final consumer rather than celebrities to contract the message, which in turn would save lots of money given to celebrities as brand ambassador. Now just before buying a product or service the customer needs to b pushed in his or her decision and the results have found out that the biggest influence as far as DTH services are concerned are The existing users and the Dealers. So, therefore in order to take care of the influence of existing customers the company has to provide the best of services to them in order to win the watchword Of Mouth and to take care of Dealers influence the company should have trained sales personnel at the dealer counters. Although, the major TV viewing population are pretty satisfied with DTH services, there are few which are not satisfied and the major reason for t heir dissatisfaction are poor customer service and costlier monthly charges than expected. To take of the first reason the companies should understand the importance of customer service as a tool to increase sales and take care of the customer service and to take care of the second reason the companies should make the packages simpler and also a little economical.Above mentioned are some of the suggestions for the DTH industry as a whole and for the DTH players in industry based on the Objectives of the research and the Findings of the survey & research which could increase the performance and sales for the companies. The above suggestions have come after an extensive study of the CONSUMER BUYING BEHAVIOR in the Indian DTH industry. CONCLUSIONAfter extensively working on the buying behavior and the perception of the consumers in the Indian DTH industry, I came to know how important it is to understand and understand it to perfection, the buying behavior of the consumers as to how he behaves right from the point he recognizes a problem in his/her previous product or service, like in this case it was mainly the local cable operates. The companies here has to follow the customer from there on to the last step of post-purchase behavior which helps companies to retain the existing customers and win the new customers.The questionnaire that I prepared was a journey through the entire process of consumers perception and their buying behavior for DTH services. As it was directed at the current users, it was very fulfilling to understand what the current users of this service felt at each stage of the process and as a result of this surveys analysis and inference from the table and graph, there were some interesting and important findings which in turn gave way to some of very important suggestions that can be of great help to current DTH players in the Indian industry to improve their sales and efficiency.To conclude, it was an experience that taught me a lot of things from judgement the in and outs of the Indian DTH industry, understanding the buying behavior of consumers, insights of market research, ways to efficiently and effectively interact with the respondents, to analyze and infer important information from the table and the graph. pic