Chapter-1 Industry Profile
1 1.0 INDUSTRY PROFILE
1.1 Introduction
Direct to Home (DTH) is a distribution platform for multichannel TV programmers on (high frequency of 11.7 to 14.55 Gigahertz) by using a satellite system which transmits signals directly to subscriber premises.
The term predates DBS satellites and is often used in reference to services carried by lower power satellites which required larger dishes.
1.1.1 How DTH Work:-
Following are the simplified steps on how DTH works:
1. Tata Sky uplinks all channels from broadcasters to its satellite (INSAT 4A).
2. The satellite sends these channels in digital format to the minidish fixed outside your home.
3. The minidish relays the channels to the digicomp which decodes the channels and sends them to your television, giving you an incomparable television screening experience with DVD quality picture and CD quality sound. 2 1.2 DTH INDUSTRY IN INDIA
1.2.1 DTH Players in India
In earlier days there was only one TV channel in India the “Doordarshan”, Channel doordarshan was owned and operated by government of India. In those eras every home which
The Cable Television Ordinance Law was passed in January 1995. This enabled cable operators to provide channels and later on private companies were allowed to air their own channels and this lead to the explosive growth in number of TV channels and number of cable operators.
The growth of TV channels & cable operators created a big industry and market opportunities. Until few years back there were as many as 1,00,000 VkyTSishAD3 cable operators across India. However the services provided by cable operators were poor. The strikes, increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction among the customers. This has created an opportunity for DTH, which serves an immediate threat to the high-end cable networks. Some of the key players in the industry are Dish TV by Zee group, Tata Sky joint venture of Tata & Star TV, Big TV by Anil Dhirubhai Ambani Group, and Digital TV by Bharati Telemedia, SUN Direct from the promoters of Sun TV. There are some other companies who are contemplating to start their own DTH like Videocon.
There is a massive opportunity for DTH in the Indian market. The opportunity in India almost 10 times that in developed countries like the US and Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country.
1.2.2 Structure of the Indian DTH industry
The structure of the DTH industry in India can be categorized as an “Oligopoly”. The word Oligopoly is derived from the Greek for few (entities with the right to) sell. An oligopoly is a market form in which a market or industry is dominated by a small number of sellers (oligopolistic). An oligopoly is a market dominated by a few large suppliers. The degree of market concentration is very high. Firms within an oligopoly produce branded products and there are also barriers to entry.
Key characteristics of “Oligopoly” are following: Few larger suppliers dominate the market. Interdependence between firms. Each firm produces branded products. Significant entry barriers into the market in the long run which allows firms to make supernormal profits. Each oligopolistic is aware of the actions of the others. 4 1.2.3 Analysis of Indian DTH industry: Indian DTH industry is still at nascent stage. In the year 2003 DD Direct+ was launched since DD Direct+ is non commercial and free DTH service. Hence we would focus our discussion on private players in the industry. As of now Dish TV, Tata Sky, Big TV, Airtel Digital TV, Sun Direct are in the industry. There are some other players like Videocon, who want to join this highly profitable industry. Since there are only 3 major players and the market concentration is very high Indian DTH industry is oligopolistic.
DTH Industry Market Share 2010 Brand Promoter Market Share Dish TV Zee group 53% Tata Sky Tata Sons & Star TV 30% Big TV Anil Dhirubhai Ambani Group 15% Others (Sun Direct, Airtel Sun by SUN TV 2% Digital Airtel by Bharati telemedia TV )
Another way of confirming it is by using the index Herfindahl. The Herfindahl index, also known as Herfindahl-Hirschman Index or HHI, is a measure of the size of firms in relationship to the industry and an indicator of the amount of competition among them.
HHI s defined as the sum of the squares of the market shares of 50 largest firms (or summed over all the firms if there are fewer than 50) within the industry, when the market shares are expressed as percentages; the result is proportional to the average market share, weighted by market share.
higher the HHI Index the more oligopolistic is the industry.
5 1.2.4 Substitute goods/products for the products of DTH Industry
Substitute goods: Refers to a good which is to some extent interchangeable with another good. In economics term it means that when the price of one good increases, demand for the other good increases.
The total number of TV owning households in India is estimated at 117 million. This represents a 54% penetration of TV in Indian households. Out of this, Cable and Satellite households are 68 million. The total subscriber base of DTH has crossed 8.9 million.
At times there were 1,00,000 cable operators, however due to stiff competition and the introduction of other alternatives like DTH, CAS, IPTV, Online TV the number of cable operators have come down to 60,000.
DTH is a new entrant in channel broadcasting & entertainment industry. It direct and stiff competition from various service providers which sends TV signals to homes.
National Television: Doordarshan is the public television broadcaster of India and a division of Prasar Bharati, a public service broadcaster nominated by the government of India. It is one of the largest broadcasting organizations in the world in terms of the infrastructure of studios and transmitters.
Doordarshan is the world's largest terrestrial broadcaster with over 1400 terrestrial TV transmitters located throughout the country covering approx. 88% of India's geographical area. Doordarshan was the only player in industry providing news and entertainment. It enjoyed the monopoly and has been very successful for some time however offlate it is continuously losing interest of audience because of stiff competition from private channels.
6 1.3 Cable TV Operators:
In 1992, the government liberated its markets, opening them up to cable television. This led to astronomical growth of number of TV channels and created a huge demand of cable TV operators. The cable TV operators came in to the business and connect urban & rural home to the private channels.
Cable TV operators are present in almost all cities and towns of India, they charge installation fee and monthly rental for the services provided. These operators even telecast local and regional channels.
Cable TV providers also provide CAS services. CAS or conditional access system is a digital mode of transmitting TV channels through a set-top box (STB). The transmission signals are encrypted and viewers need to buy a settop box to receive and decrypt the signal. A Cable TV operator poses a serious threat and stiff competition to DTH Industry. Infect DTH industry is trying to eat the market share of cable TV operators.
1.3.1 CABLE HOUSEHOLDS IN INDIA
7 Number of Households(millions)
Digital Cable Analogue Y Cable e a r s
Conditional Access System (CAS): Conditional Access system was introduced metro cities of India to provide the subscriber the choice channel he/she wishes to view. CAS required the subscriber to buy set-top-boxes. The implementation of CAS was focused only on the big cities of India. CAS is very much similar to DTH as far as the power to the user is concerned.
IPTV: IPTV describes a system where a digital television service is delivered using the Internet Protocol over a network infrastructure, which may include delivery by a broadband connection. IPTV is technically far superior to any other alternative. A number of other operators, including Bharat Sanchar Nigam Ltd and Reliance Communication are planning to launch IPTV in a big way. A researcher from Gartner believes that IPTV will struggle in India for following reasons. Cable TV users pay almost half of what digital subscribers pay Low broadband penetration will inhibit IPTV uptake; 2007 is a critical year for pay TV, with CAS being mandated in a phased manner, and more players are moving into DTH, which is growing. IPTV will be priced at the same price as digital cable or DTH, so no price differentiation.
8 As the numbers of broadband users are increasing in urban and semi urban cities IPTV can pose serious threat to DTH player in long run.
1.3.2 INTERNET PROTOCOL TELEVISION (IPTV) SUBSCRIBER
4 0.010.030.250.512 Number of Households (millions) 2007 Y e millions a r s
Online TV: The World Wide Web is changing lot of things, the way data & information are stored, and shared has changed dramatically. Web 2.0 offers users to watch TV programs online. There are already websites like: http://www.indiatvonline.com http://www.tvdekho.com Apart from this website TV channels are also streaming live videos of their programs. Online TV though is a niche industry as of now but with increased penetration of broadband connection, it can pose significant challenge to DTH industry.
Cartel: A cartel is a formal (explicit) agreement among firms. Cartels usually occur in an oligopolistic industry, where there are a small number of sellers and usually involve homogeneous products. Cartel members may agree on such matters as price fixing, total industry output, market shares, allocation of customers, allocation of territories, bid rigging, establishment of common sales agencies, and the division of profits or combination of these.
9 The Indian DTH industry is still in nascent state. It is in growth stage and so far no cartel has developed. Given the nature of DTH industry (high volume) there will definitely come a time when the industry will go through M&A followed by cartelizing.
1.4 Threat of New Entrance
With already 7 players in the DTH space, threat of new entrants is relatively low. There is already enough competition which will discourage new firms to enter this busines. While getting a license is relatively easy, the barriers to entry are high when it comes to pricing of CPE and getting the required transponders. There is definite first mover advantage which can be inferred from table 1, by comparing price of dish TV vs. Tatasky. So any new entrant will face a high cost when it comes to equipment and transponders.
DTH industry-five force model
10 1.5 DTH: penetrating faster than ever
DTH continues to work as the engine of growth for the television industry. Digital signal clarity is the key offering by the DTH players. Interestingly, DTH is showing huge growth in rural india having increased its penetration to 64% in 2010 as compared to 49% in 2009 and 34% in 2009 as per TAM data. The total number of DTH households is estimated to be around 20 million in the first half of 2010. Up from around 14 million in 2009 and 9 million in 2008.
1.6 PAY DIRECT TO HOME (DTH) SUBSCRIBER BASE
11 Subscribers in Lakhs as on July 2010
Dish TV Sun Direct DTH Tata Airtel Sky DigitalT AirtelSunBigTata DishDirect Others;TVDigitalTV; Sky; DTH;TV; DTH; 10;55;64; 30; 33; 4%22%58;26% 12% 13% 23% V Big TV Others DTH
Chapter- 2
12 Company Profile
2.0 COMPANY PROFILE
2.1 VISION
Tata Sky aims to revolutionize Indian entertainment by offering superior DVD quality picture and CD quality sound. Tata Sky envisions:
13 Connecting every television home
Empowering every television viewer
Revolutionizing home entertainment
2.2 MISSION
2.2.1 Revolutionize television viewing
Tata Sky is set to revolutionize television viewing in India through its superior digital quality picture and sound. The service aims to empower the Indian viewer with Choice, Control and Convenience through its wide array of programming choices and interactive features. Tata Sky offers viewers a variety of channels ranging from entertainment, sports, movies and music to news and documentaries in DVD quality picture and CD quality sound.
2.2.2 Extensive Customer Service Network
Tata Sky has established an extensive customer service network across the country. It has engaged a field force of approximately 3000 service engineers who are complemented by high-end 24x7 call centers, manned by multi-lingual customer service associates, trained to solve all customer problems.
Tata Sky takes direct responsibility for installing and servicing the hardware at every subscriber's home, thereby ensuring the highest levels of customer service.
Tata Sky retails its hardware and prepaid recharge vouchers through popular consumer electronic stores to enhance customer convenience.
2.2.3 Offering
14 In addition to new channels and exciting interactive features, Tata Sky offers all popular television channels, thus becoming a one-stop shop for all the television entertainment needs of customers.
2.2.4 Partners
Tata Sky has partnered with the global leaders in the space of digital technology to bring a state-of-the-art satellite television service to India.
Satellite:
15 Tata Sky has leased all 12 Ku-Band transponders on ISRO’s Indian satellite, INSAT 4A, the most advanced and high- powered KU-Band communication satellite in the region, developed keeping in mind local requirements. The satellite enables Tata Sky to offer superior picture and sound quality with a wide range of channels.
2.3 TATA Brand
The TATA Group is one of India's largest and most respected business conglomerates. It comprises 93 operating companies in seven business sectors: information systems and communications, engineering, materials, services, energy, consumer products and chemicals. The TATA Group has operations in more than 40 countries across six continents and its companies export products and services to 140 nations. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in a measure few business houses anywhere in the world can match
.
2.4 SKY Brand
The SKY brand, owned by the UK-based British Sky Broadcasting Group, brings to Tata Sky the reputation of more than 20 years experience of satellite broadcasting. SKY is well known for the innovative products and services launched by BSkyB, such as DTH broadcasting in 1989, digital satellite broadcasting in 1998, interactive television services in 1999 and the SKY+ personal video recorder in 2001. Tata Sky joins an international group of 16 DTH businesses that includes platforms as far apart as the UK and Italy in Europe, and Mexico and Brazil in Latin America.
2.5 Features of TATA SKY:
Here in TATA SKY all channels are divided in types of group which helps the operator to operate this TATA SKY with little bit knowledge. It means it is easy to operate for any one.
Group Channels Entertainment Star Plus, Star World, AXN, Star One, Sahara One, Sony Sab, Zee TV, Zee Café, Zee Smile, Zee Trends, Reality TV,DD 1,Play TV
Sports Star Sports, ESPN, Ten Sports, NEO Sports, Zee Sports, DD (Sports) Movies Star Movies, Star Gold, HBO, Sony Max, Filmy, Sony Pix, Zee Action, Zee Cinma, Zee Premier, Zee Classic, Zee Studio Kids Disney Channel, Nick The TV Channel for kids, Max, Pogo, Cartoon Network Music & Studio Channel [V], M TV, MH 1, ETC, ETC Punjabi, Zee Music, VH 1 News & Knowledge Star News, Aaj Tak, NDTV 24*7,NDTV India, NDTV Profit, BBC WORLD,HEADLINES TODAY,ASTANET NEWS,INDIA VISION,TIMES NOW,STAR GANAK, CNN, Zee News, TV 2,TV 9,Zee Business,24 Ganta TV,CNBC TV 18,DD News, CNBC Awaaz, History Channel, Animal Planet, DISCOVERY CHANNEL, travel living, NATIONAL GEOGRAPHIC CHANNEL Regional Kairali, Astanet, Jaya TV, VIJAY, Aastha, Sanskar The Channel Of India, MAA TV,7 TYPES OF ETV language channel(e.g.Gujarati), DD Marathi, DD Punjabi, DD Malyalam, DD Gujarati,DD8(Telugu),DD5(Tamil),DD Bangla, DD Chandana, Zee Bangla, Zee Gujarati, Zee Marathi, Zee Jagran, Zee Punjabi, Zee Telugu, Zee Kannada Active Applications ACTVE GAMES,ACTVE NEWSROOM,ACTVE WIZKIDS Extra Applications ACTVE STAR News, ACTVE Sports & SHOW CASE FACILITY 17
2.6 MILESTONE
2005
TATA - STAR DTH venture signs lease agreement with ISRO
TATA - STAR DTH Venture Receives Ministry's Clearance
2006
Zee-Turner channels now on Tata Sky
Tata Sky launches Active Wizkids - a unique edutainment service
Tata Sky launches pay-per-view service - Showcase
Tata Sky Launches Active Sports on ESPN STAR Sports
Television finally becomes interactive with Tata Sky
Television finally becomes interactive with Tata Sky
Television finally becomes interactive with Tata Sky
Tata Sky satellite television service launches across the country
Tata Sky partners with Humax for set-top boxes
Tata Sky selects Sun Microsystems to build state-of-the-art direct-to-home (DTH) television service in India
Tata Sky selects Maxus as its media buying partner
18 Tata Sky partners with Thomson for set top boxes
Tata Sky selects NDS systems to create India's most advanced digital and interactive DTH service
2007
Tata Sky introduces three new interactive services: Active Darshan, Active Learning and Active Stories
Tata Sky expands offering to 140 channels
Tata Sky crosses 1 million mark in record time
Tata Sky offers 5 months of free viewing
Tata Sky launches three new channel packages
Watch ICC World Cup on Tata Sky with Hrithik Roshan
Unparalleled World Cup cricket viewing experience on Tata Sky
2008
Welcome to the future of Satellite Television with Tata Sky+
Tata Sky launches Programming Guide in Hindi
Tata Sky signs Aamir Khan as a Brand Ambassador
Tata Sky & Bharat Matrimony launch ‘Active Matrimony’ a Matrimony based interactive service on Tata Sky
Tata Sky crosses two million milestone
Tata Sky announces ground-breaking price of Rs 1,499 for hardware
2009
19 Mickey, Minnie, Donald, Goofy… Tata Sky brings alive the magic of Disney
Tata Sky becomes the FIRST Indian DTH provider to attain ISO 27001:2005 Certification for Information Security
2010
Tata Sky announces ground-breaking price of Rs 999 for hardware
Tata Sky+ launches 3 new revolutionary features
2011
Tata Sky launches Make My Pack
2012
High Definition (HD) goes affordable
It launches more channel in some money
2.7 SET OF PRODUCTS
2.7.1 Make my pack In 2010 Tata Sky launched India's first a-la carte service which enables subscribers to either create their own pack with only individual channels or do a mix-n-match of the existing Prochoice packs with individual channels. Tata Sky’s Make My Pack service would be made available to all subscribers from January 10, 2011.
2.7.2 Tata Sky+
Tata Sky+ is a premium set-top box-cum-Personal Video Recorder or even known as DVR Digital Video Recorder that allows recording up to 130 hours of live TV, recording one programmed while watching another, pause, fast- forward and rewind a live telecast and review a TV programmed. Also Tata Sky+ provides service using MPEG-4 digital compression technology.
20 2.7.3 Tata Sky HD
Tata Sky HD was launched on June 14, 2010, and has channels in their native resolution of 1080i or 720p. The STB is compatible with 5.1 CH surround sound as well. The service currently offers four HD channels - National Geographic Channel HD, Discovery HD, Showcase HD (Pay per View), Star Plus HD (up scaled SD channel) and Neo Cricket HD (Event Based). More channels such as Star Movies HD and other popular sports channels in HD format are expected to be added soon.
2.7.4 Tata Sky+HD
In 2011, tata sky will release the Tata Sky+HD Set Top Box. This is somewhat similar to dishtv's HD+DVR service, where users can record, pause and rewind live TV in HD. Again, this is only for select HD channels, but more are said to be added soon.
2.7.5 TATA SKY Guide Facility:
Tata Sky guide gives you information about next seven days Programmed & also remainders facility available there so it remind you on which day, at what time what you want to watch so you manage your also time from your busy routine & No Need to read News Paper for TV Programmed.
1. At which channel what Programmed will come you easily know in advance.
2. You are given facility to set up to 50 Programmed remainders.
3. You are getting synopsis of Programmed on your TV screen.
21 2.7.6 Search & Scan facility:
You are able to search channel without changing channel through search & scan facility & also you have alternative of favorite channels so one can set channel number 1, 2, 3, 4….20.according to one’s own favorite’s channels , then arrange it according to position.
2.7.7 Parental Control Facility:
You are able to lock films according to its rating so children cannot watch adult films & even you can lock whole channel.
2.7.8 Be Active (ACTVE WIZKIDS & ACTVE GAMES):
In TATA SKY active facility you feel live with your television like with the facility of active wiz kids children can learn while watching TV. It gives knowledge & funs through active games so elder are also enjoying the games.
22 2.7.9 Camera control facility:
In active sports the four things which you can decide
1. From which camera angle you want to use to watch event.
2. You have to decide in which you want to hear commentary during match or other live sports.
3. When you want to watch highlight are decide by you while watching cricket.
4. Which type of statistics you want about the cricketer.
2.7.10 Four channel at a same time (ACTVE NEWSROOM & ACTVE KHABAR):
Active facility which gives you facility to view all channels at a same time so with the help of this facility you can watch channels like Aaj Tak,NDTV, Star News, HT etc.
23 2.8 Price Of Tata Sky: Digicomp for Rs.2999 Installation, Activation and 12 months warranty, all are available at Rs.1000 only 50% off on installation charges for the 2nd, 3rd & 4th Digicomp.
Note: Charges to be paid directly to TATA SKY through recharge Vouchers.
2.8.1 Subscribe: Super saver package for Rs.300 Per month. (inclusive of all taxes) 66% off on monthly charges for 2nd ,3rd & 4th digicomp (Rs.100 per month) Charges to be paid to TATA SKY through recharge vouchers. The following recharge denominations are available Rs. 200, Rs 300, Rs 500, Rs 1000, Rs 2500 and Rs 5000.
2.8.2 Packages:- In True Choice Channel Packages, you can subscribe to one of the Popular Packs & opt for any Optional Pack depending on your requirement. You also have the choice of picking your favorite regional channels through the various Regional Pack.
24 Different packages provided by TATA sky is following below:
2.9 Customer service:-
All Digicomps are covered under a Base Warranty for a period of 12 months from the date of installation (“Warranty Period”). Should you run into any problem, please call the 24x7 Tata Sky helpline. Our Tata Sky associate will be able to help you resolve the problem. If the problem persists, we have a dedicated team of Tata Sky engineers who are trained to solve any technical problems that you may encounter. Post the Warranty Period, Tata Sky also offers an Annual Service Commitment service to its subscribers. You can get the details of the same by calling the Tata Sky helpline.
2.9.1 SMS services:-
can recharge your account, order a movie on Showcase, check your account balance and add a package, by sending us an SMS from your Registered Mobile Number (RMN). To avail of our services, SMS the following to 56633: 25 2.9.2 SMS services for subscribers:-
To recharge: RC
To order a movie on Showcase: SC
To get account balance and due date: BD
To subscribe to Optional packages: ADD
26 Chapter-3 Conceptual framework
27 3.0 THEORETICAL ASPECT
3.1 Meaning of consumer
3.1.1 What is Consumer?
An individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that decision as a consumer.
In economics, consumers are individuals or households that "consume" goods and services generated within the economy. Since this includes just about everyone, the term is a political term as much as an economic term when it is used in everyday speech. Typically when businesspeople and economists talk of "consumers" they are talking about person-as-consumer, an aggregated commodity item with little individuality other than that expressed in the buy/not buy decision.
3.1.2 CONSUMER VALUE
Consumer value is a marketing and business concept that attempts to analyze the satisfaction received by a customer from a purchase. More importantly, it tries to analyze the likelihood that the consumer will become a repeat customer providing ongoing business for the firm. Businesses analyze "customer value" in an attempt to solidify a customer base, study product performance and to market the product more effectively.
1. Customer Satisfaction Consumer value is one of the latest ways in which marketers have sought to analyze customer satisfaction. Customer satisfaction is important because it leads to repeat purchases. Customer satisfaction is especially important when the market is "saturated." In those situations, growth may only be possible 28 through taking market share from competitors. Further, when consumers perceive consumer value to be high, they will spread the reputation of the firm through word of mouth, which can lead to more sales.
2. Purchase Behavior and Loyalty Loyal customers are an important part of business in many industries. Several studies in the 1990s have suggested that businesses can use consumer value to improve business margins Applied marketing literature indicates that there are high expectations for loyalty-building strategies
3. Origins of Customer Satisfaction The expectations-confirmation theory of customer satisfaction says that customer satisfaction concerning a product is based on the consumer's expectations for that product, in addition to the perceived performance of the product. Analysis of consumer value attempts to measure the consumer's satisfaction. Methods include surveys concerning the satisfaction and/or disconfirmation of the consumer. Disconfirmation occurs when customer's expectations differ from what the product delivers. Negative disconfirmation means the product did not meet the consumer's expectations. Positive disconfirmation means the expectations were exceeded.
4. Relationship-Building Models of Satisfaction The expectations-confirmation model is one model for estimating consumer value. Other models consider other factors besides customer response to a completed transaction. Some models seek to analyze consumer value by using relationship-building models. Under relationship-building models, customer satisfaction is based on the consumer's judgment of the business, not the specific transaction or product. These relationship-based models examine other factors outside consumer's feelings about the product, such as the firm's customer service, product line, and growth rate or supplier flexibility.
5. Purpose of Studying Consumer Value Using information about consumer value and the way consumers perceive a business and its products, marketers can try to increase sales and encourage repeat business. Further, consumer value may be of use for business managers in determining the market structure. With more detailed knowledge of the 29 characteristics of the market, businesses can work to expand product-market boundaries or manipulate prices to increase profits
3.1.3 CONSUMER SATISFACTION
“Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or best customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
3.2 SURVEY TOOLS FOR CUSTOMER SATISFACTION
Customer satisfaction is an important part of maintaining a business and success. If the customers are unsatisfied with service, store items, or any aspect of a business, they are unlikely to return, which results in the loss of customers. A customer-satisfaction survey is offered to customers to determine areas where a business can improve and areas where customers are happy with the business. Customer-service survey tools allow a company to make and customize customer surveys for the company or business needs.
1. Rate Point Survey Tools
Rate Point Survey Tools are an online survey tool that businesses can use to create and maintain customer surveys. The tool is designed to create surveys and send the surveys out to customers. Besides making the survey, it provides
30 analysis of the results. The tool even allows the business to send out newsletters and promotions to customers through email.
2. Survey Metrics
Survey Metrics is customer-service survey software that creates maintains and analyzes a customer survey. It is designed for online surveys and it has three basic survey options. The basic version of the tool is a free survey tool. There are also advanced and professional tools, which have a price of $9 and $39, respectively.
3. Magic Survey Tool
The Magic Survey Tool is an online survey tool for customer satisfaction surveys. The tool is designed to create numerous types of surveys, including those for customers and those for employees. The survey options that the tool provides include online surveys, email surveys, questionnaire surveys and market-research surveys. The wide range of types and options provides an appropriate survey option for most businesses to determine what their customers want and where they are doing well.
4. Business Owners Tool Kit
The Business Owners Tool Kit includes options for making customer- satisfaction surveys. It provides a basic survey that asks information about how the company is doing and what areas the company can improve in. There is a basic template download available that is a short survey without long questions. It is designed for customer ease and quick information.
31 Chapter-4 Research
32 Methodology
4.0 RESEARCH METHODOLOGY
4.1 RESEARCH
4.1.1Meaning:
Research is an Endeavour to discover answers to intellectual and practical problems through the application of scientific method.
“Research is a systematized effort to gain new knowledge”.
-Redman and Mory.
Research is the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.
4.2 RESEARCH METHODOLOGY
4.2.2 Meaning:
Research Methodology is defined as a highly intellectual human activity used in the investigation of nature and matter and deals specifically with the manner in which data is collected, analyzed and interpreted.
The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research for example management research may be strategically 33 conceptualized along with operational planning methods and change management.
4.3 PROBLEM STAEMENT
4.3.1 Time and space boundaries:
The study was carried out for a period of six months, from 15th December 2012 to 28th February 2013 at parvat gaw area.
4.4 OBJECTIVES
4.4.1 Main Objective:
To measure the level of satisfaction of TATA sky satellite television consumer.
4.4.2 Subsidiary Objectives:
To find whether consumer are satisfied with the variety of features provided by the TATA sky satellite television. To find the cost reasonability of TATA sky satellite television. To find the satisfaction level of consumer with the TATA sky satellite television at different parameter like picture quality, after sales service, digital sound, price etc. compare to other DTH service providers.
4.5 RESEARCH PLAN 34 4.5.1 Research Design:
According to David J. Luck and Ronald S. Rubin, "A research design is the determination and statement of the general research approach or strategy adopted/or the particular project. It is the heart of planning. If the design adheres to the research objective, it will ensure that the client's needs will be served." According to Kerlinger "Research design in the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance."
4.5.2 Types of research design:-
There are a mainly three types of research design which are as follows:
[1]. Exploratory Research
[2]. Descriptive Studies
[3]. Casual Studies
[1]. Exploratory Research:
Exploratory Research studies are also termed as formulate research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypothesis from an optional point of view.
[2]. Descriptive Studies:
Descriptive Research Studies are those studies which are concerned with describing the characteristic of a particular individual or a group. Descriptive studies are undertaken in many circumstances. There is a general feeling that they are factual and very simple. This is not necessary 35 true. They can be complex demanding a high degree of scientific skill on the part of researcher. These studies would help to prepared entire research.
[3]. Causal Design:
Casual research design is the third type of research design. As the name indicates, casual design investigates the cause and effect relationship between two or more variables. This design measures the extent of relationship between the variables. Casual research designs attempt to specify the nature of functional relationship between two or more variables.
4.6 Sources of Data:
Primary data: Consists of information gathered for some specific purposes and primary data is also that u collects through researches, surveys and experiments.
Secondary data: Secondary data is consists of information that already exists somewhere having being collected for some purposes and is been utilize for references.
4.7 TOOLS OF ANALYSIS
4.7.1 Data Collection Tools:
Here in this report, researcher uses personal interview technique through survey method of data collection tools.
4.7.2 Sample Design:
Here in this report, researcher has taken 150 sample size for analyzing consumer satisfaction of Tata sky satellite television.
36 4.7.3 Sampling method:
Here in this report, researcher uses random sampling method for analyzing consumer satisfaction of Tata sky satellite television.
4.8 SIGNIFICANCE OF THE STUDY:
In today’s competitive market it becomes necessary for each and every company to hold its market position as well as it require to innovate its product because many Companies are entering into the market having wide range of features & facility in DTH so the study and survey is quite necessary as well as important in current market condition so this study and survey help me to inform the company about the consumer level of Satisfaction of TATA SKY.
4.8.1 Significance:
This study is helpful for the company to improvement in product & helpful for developing new marketing strategy for TATA SKY & also help in come to know present position of competitors of TATA SKY.
Through this study the company comes to know about the consumer’s awareness of new offers provided by the TATA SKY.
4.8.2 LIMITATION OF THE STUDY:
During my entire projects study I tried my best to make my research study and my report qualitative but during my project work the following limitation were faced by me:
1. The research area is very limited so not cover whole population of surat city is limited only survey for few area. 2. Sometime respondent is not interested in filling up the questionnaires so they don’t provided prevalent information. 3. The time period of the survey being only two months, it was not possible to conduct a highly in-depth and detailed study, which in turn might affect the findings. 37 4. Due to unavoidable circumstances, the study had to be stopped mid-way for some time.
Chapter-5 Data Analysis & Interpretation
38 5.0 Data analysis
1. From Where Did You Know About Tata sky? Tabulation
Table :5.1
PARTICULAR FREQUANCY TELEVISION 133 NEWS PAPER 78 FRIENDS & RELETIVES 53 EXHIBITION 18 MAGAZINES 20 OTHERS 22 TOTAL 324
Chart :5.1
Customer View 133 140 120 78 100 80 53 60 18 20 22 40 FREQUANCY 20 0
Interpretation:
39 The customers know about TATA sky from the television almost. The customer can about Tata sky from the various source of information like television, news paper, exhibition etc. But 133 customers know TATA sky from the television.
2. At The time of cloudy or rainy atmosphere is there any problem face by your Tata sky TV? Tabulation Table :5.2
PARTICULAR FREQUANCY PERCENTAGE YES 139 93% NO 11 7% TOTAL 150 100%
Chart :5.2 Problem
7% YES NO
93%
Interpretation:
The most number of the TATA sky set face the problem in rainy season for few minutes. The each & every DTH service failed to work in rainy season. The 93% consumes gets the problem in TATA sky.
.
40 3. Tick below mentions option; are you aware about the new offers provided by Tata sky? Tabulation
Table :5.3
PARTICULAR FREQUANCY vodafone WEAKLY 24 OFFERS DINNER SET OFFER 24 LAUNCH OFFERS -120DAY 29 FREE SUBSCRIPTION ALL THESE THREE 99 TOTAL 176
Chart :5.3
41 120 99 100
80
60
40 29 24 24 20
0
Interpretation:
The all people aware from the various offers provided by the Tata sky but 99 consumers are aware of all offers provided , 24 respondents are aware about Vodafone weakly offer, 24 are aware about Dinner set and 29 aware about Launch, It shows the most of the people aware about all the offer provided by Tata sky.
4. Was the dish of your Tata sky is being installed properly? Tabulation Table :5.4
PARTICULAR FREQUANCY PERCENTAGE 42 YES 142 95% NO 08 5% TOTAL 150 100%
Chart :5.4
Installation
5% YES NO
95%
Interpretation:
The 95 % percentages of customers are satisfied with service of installing of Tata sky Setup box and only 5 % are unsatisfied with it. This ratio shows that maximum customers are satisfied with the Installation service.
5. Are you satisfied with the different tariff plan of Tata SKY? Tabulation Table :5.5
PARTICULAR FREQUANCY PERCENTAGE YES 50 33% NO 100 67% TOTAL 150 100%
Chart :5.5
43 Tariff Plan
YES 33% NO
67%
Interpretation:
The 67 % percentage of customers are satisfied with different Tariff plan of Tata sky And only 33 % are unsatisfied with it.
6. What feature forces you to make purchase of Tata sky? Tabulation Table :5.6
CHARACTERISTICS FREQUANCY PICTURE QUALITY 125 AFTER SALES SERVIES 42 PRICE 59 DIGITAL SOUND 41 PACKAGES 51 OTHERS 22 TOTAL 340 44 Chart :5.6 CHARACTERISTICS
125 140 120 100 59 80 42 41 51 60 22 40 20 0
FREQUANCY
Interpretation:
The Picture quality of Tata sky is more affecting to the customer buying behavior towards Tata Sky because its proportion (125) is higher than other features of Tata Sky Satellite Television.
7. Give rate your level of satisfaction on following scale of above characteristics of Tata sky? Tabulation Table :5.7
CHARACTERISTIC PRICE DIGITAL PICTURE AFTER SALES PACKAGES SOUND QUALITY SERVICES
VERY SATISFIED 21 7% 56 9% 63 47% 16 4% 24 13%
SATISFIED 23 37% 5 34% 25 30% 10 19% 25 15%
NEUTRAL 70 49% 40 47% 11 19% 14 55% 32 15%
DISSTISFIED 16 4% 29 7% 39 3% 33 15% 52 52%
VERY DISSTISFIED 20 3% 20 3% 12 1% 77 7% 17 5%
45 TOTAL 150 100% 150 100% 150 100% 150 100% 150 100%
Chart :5.7
Rating wise analysis 55% 49% 52% 60% 47% 47% 37% 50% 34% 30% 40% 19% 19% 30% 15%13%15% VERY SATISFIED 7% 9% 7% 7% 20% 4%3% 3% 3%1%4% 5% SATISFIED 10% 0% respondents NEUTRAL 15% DISSTISFIED VERY DISSTISFIED
characteristics
Interpretation:
The 37% of Customers are satisfied with the Price of Tata Sky Satellite Television, 34% of customers are satisfied with the Digital sound feature, 47% are satisfied with the Picture Quality And Maximum Satisfied customers of After sales service are 55%, But 52 % are unsatisfied with the Packages provided by Tata sky . It shows the most of the people Dissatisfied with the Packages provided by Tata Sky
8. You are satisfied with the services of Tata sky customer care executive? Tabulation Table :5.8
PARTICULAR FREQUANCY PERCENTAGE YES 60 40% NO 90 60% TOTAL 150 100%
Chart :5.8
46 Service
YES NO 40%
60%
Interpretation:
The 40% consumers are satisfied with the customer care executive service and the 60% are not. It shows weakness of customer care executive services provide by the Tata sky.
9. Give rate on different characteristic for the different companies? Tabulation Table :5.9
CHARACTERISTIC PRICE DIGITAL PICTURE AFTER PACKAGES SOUND QUALITY SALES SERVICES
TATA SKY 49 33% 25 17% 82 55% 22 15% 27 18%
DISH TV 37 25% 67 44% 25 17% 30 20% 15 10% 47 VIDEOCON 15 10% 22 15% 20 13% 41 27% 16 11%
AIRTEL 41 27% 21 14% 15 10% 27 18% 78 52%
RELIENCE BIG TV 8 5% 15 10% 8 5% 30 20% 14 9%
TOTAL 150 100% 150 100% 150 100% 150 100% 150 100%
Chart :5.9
Rating view about the companies 55% 60% 52% 44% 50% 40% 33% 25% 27% 27% 30% 17% 17% 20% 18%20% 18% 15%14% 13% 15% TATA SKY20% DISH10% TV VIDEOCON10% 10%AIRTEL RELIENCE10%11% BIG TV9% 5% 5% 10% Axis Title 0%
Interpretation:
The 33% consumers are like Price of the Tata sky, the 44% are like Digital sound of Dish TV, 55% are like Picture quality of Tat sky, 27% are like with the after
48 sales service of Videocon And 52% are like Packages of Airtel. It shows the most of the people like Price and picture quality of Tata Sky.
10. Would you like to recommend the Tata sky to others? Tabulation
Table :5.10
PARTICULAR FREQUANCY PERCENTAGE YES 101 67% NO 49 33% TOTAL 150 100%
Chart :5.10
Recommend about tatasky
33% YES NO 67%
Interpretation:
Here 67% would like to recommend purchasing TATA SKY & 33% are normally give answer in no.
11. Give your views about Tata sky? Tabulation
Table :5.11
49 PARTICULAR FREQUANCY PERCENTAGE POSITIVE 42 28% NEUTRAL 85 57% NEGATIVE 23 15% TOTAL 150 100%
Chart :5.11
viewers about Tata sky
15% 28% POSITIVE NEUTRAL NEGATIVE
57%
Interpretation:
The 15% respondents give negative, 57% give neutral and 28% give positive view about Tata sky satellite television.
50 FINDINGS
The 60% respondents are not satisfied customer care facility of the TATA sky. The most of the respondent like the services & packages of the Airtel than the TATA sky. Most of the people using Television as a mode of entertainment. Awareness about the TATA sky DTH service 133 respondents out of 150 is aware from the television. The price of the Tata sky setup box is seasonable so it can be easily purchased by the middle or lower middle class people. The 93% respondents have faced the problem in DTH service in rainy service. 99 respondents aware from the offer provided by the TATA sky. 95% respondents satisfy with the installation of TATA sky. In my research most of the respondent like the TATA sky picture quality compared to other DTH services providers. The 52% respondents are dissatisfied with the packages provided In these research 28% respondents give positive view about Tata sky. It show the most number of people satisfied with Tata sky television.
51 CONCLUSION
According to the study the result come into the picture is that the different offers provided by the Tata sky are related to the premium customer because the price the of different packages or offers are little high compare to other DTH services provider. So the economical class or middle class are not for Tata sky DTH services easily. The picture quality of DTH service of Tata sky is very good compare to other DTH services providers. So, the most of the customers are purchase the Tata sky because of its picture quality. The one good thing about Tata sky is the price of setup box and installation charges of setup box is slightly or lower than other DTH services providers. The digital sound quality of the Tata sky is good but in other hand, quality of digital sound of dish TV is more technologically advancement than Tata sky. In all over study, the picture quality and price of the Tata sky are very likely to the consumers of DTH system.
52 Suggestion
• The organization can improve customer care facility.
• The organization can improve service during rainy season prevailing.
• They can provide reasonable packages to the customer .so majority of customer can be satisfied with that.
53 ANNEXURE
Map of Networking Of TATA SKY
(.) Indicates Network of TATA SKY SATELLITE TELEVISION. (DTH)
54 Questionnaire
.
Declaration
I am requesting to you fill up this questionnaire. I am ensuring that these details given by you will be use for academic purpose only. This information should not be disclosing anywhere.
Personal Details
Name of the Consumer:
Address:
Age: Contact No:
1) From Where Did You Know About Tata sky?
a) Television d) Exhibition b) News paper e) Magazines c) Friends & Relatives f)If Others
2) At The time of cloudy or rainy atmosphere is there any problem face by your Tata sky TV? a) Yes b) No
3) Tick below mentions option; are you aware about the new offers provided by Tata sky? a) Hutch weakly offers b) Dinner set offers c) Launch offers – 120 days free subscription d) All these three
4) Was the dish of your Tata sky is being installed properly? a) Yes b) No
5) Are you satisfied with the different tariff plan of Tata SKY? a) YES b) No
6) What feature forces you to make purchase of Tata sky?
55 a) picture quality d) digital sound b) after sales service e) packages c) prices f) if others
7) Give rate your level of satisfaction on following scale of above characteristics of Tata sky?
RATES
Characteristics Very Satisfied Neutral Dissatisfied Very Satisfied dissatisfied
Price
Digital sound
Picture quality
After sales services
Packages
8) You are satisfied with the services of Tata sky customer care executive? a) YES b) No
56 9) Give rate on different characteristic for the different companies?
COMPANIES
CHARACTERIS TATA DISH TV VIDIOCO AIRTEL RELIENCE TOTAL TIC SKY N BIG TV
PRICE
DIGITAL SOUND
PICTURE QUALITY
AFTER SALES SERVICES
PACKAGES
10) Would you like to recommend the Tata sky to others? a) YES b) No
11) Tata sky, Give your views.
Packages of Tata sky
57 58