A Study on Customers' Satisfaction Towards DTH Service In

www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962

Volume-5, Issue-2, April-2015 International Journal of Engineering and Management Research Page Number: 264-268

A Study on Customers’ Satisfaction towards DTH Service in Gobichettipalayam Town

Dr. M.Sudhahar1, Ms. T. Tamilarasi2 1Associate Professor in Commerce, Gobi Arts & Science College, Gobichetti Palayam , INDIA 2Assistant Professor in Commerce (CA), Kongu Arts & Science College, Erode, INDIA

ABSTRACT II. OBJECTIVES OF THE STUDY DTH stands for Direct- To- Home television. DTH television service is that we would not dependant on the cable The present study is undertaken with the operator because of their domination over the market and following specific objectives: they have autonomy of prices and about quality of services. Though the concept of marketing has been followed by sellers, the service provider’s attitude will change after made 1. To study the factors considered at the time of the customers to purchase. The study has been undertaken to purchasing DTH. find out the satisfaction of customers and the quality of 2. To know the level of satisfaction of DTH users. service provided by the service providers and how far they 3. To find out the problems faced by DTH users. are providing the after sale service to the customers with regard to DTH service. III. HYPOTHSES

Keywords--- DTH, Direct to Home Television, Hypothesis on the basis of framed objectives of satisfaction. the study, the researcher’s theoretical knowledge,

discussions with field experts and from other research

studies, the following null hypothesis has been framed and I. INTRODUCTION these are subjected to appropriate statistical test.

H01 : There is no significant relationship between The growing middle class and rising various independent variable (Gender, Educational status, disposable income coupled with the rising number of Occupation, Marital status, Family size, Decision maker of television households over the years has assisted growth of the family, Duration of having DTH mode of connection) investment in this service besides it is costlier than the of the DTH users and their level of awareness about DTH cable operators. It should be said that it is worth the service. money because the service providers offer variety of interactive services and there is reduced service breakdown IV. RESEARCH DESIGN AND SAMPLE with DTH television service, signal reception would be clear without breakdown. DESIGN Hence this study has been done to know the factors consider at the time of purchasing, customer The present study intends to examine the issues satisfaction level and the problems faced by the DTH framed in the objectives and hypotheses relating to the users. The 200 sample respondents were selected and data DTH Service in Gobichettipalayam town, Erode District. have been collected from there by interview schedule. By The required primary data have been collected from the the study we can come to know the expectations of the sample respondents during the period from January 2013 customers with regard to brands and about the quality of to May 2014. service in the DTH service. In regard to selection of sample respondents 200 DTH users from the Gobichettipalayam town have been selected on the basis of convenience sampling technique. This study is an empirical study based on survey method.

The primary data have been collected through the survey method by direct personal interview with the sample respondents.

V. LIMITATIONS OF THE STUDY

The study is confined to Gobichettipalayam town, which may not truly present for the entire population. Hence the survey may or may not be applicable for other geographical area. The study has been conducted for a limited period of time. Some of the customers are not co-operating. They feel participating in this survey does not give any benefit to them. So the researcher has faced few problems to collect the data such as unwillingness of respondents.

VI. TOOLS USED FOR DATA VIII. DATA ANALYSIS AND ANALYSIS INTERPRETATION

After the collected data have been processed, it is necessary that this data be analyzed. There are several statistical techniques available to do this. Some of the important statistical tools used by the researcher in this study are as follows:

VII. PERCENTAGE METHOD

Percentage method refers to a special kind of ratio. In this study, the researcher used this method for making a comparison between two or more series of data. Table 1 shows 72% of the respondents family It is used to describe relationship also. decision maker is father, 14% of the respondents’ family In this research, percentages are identified through decision maker is mother, 12% of the respondents family analysis. decision maker is children and 2% of the respondents family decision maker is others.

CHI – SQUARE TEST

The chi - square analysis is mainly used to test the interdependence of two factors. In other words the chi – square analysis performed to test the signification of one factor over the other. In this study the demographic factors like age, monthly income, and educational qualification. Table 2 shows 51% of the respondents are Each of the personal factors is compared with the study preferred Sun Direct, 25% of the respondents preferred factors and chi – square test was performed. Airtel, 11% of the respondents preferred Dish TV, 7% of The entire test carried out with 5% percentage level of the respondents preferred TATA Sky, 3% of the significance. respondents preferred Videocon and 3% of the respondents preferred Big TV.

said that Games facility as improvement, 11% of the respondents need more offers and concessions and 7% of the respondents said that Broadcast service as improvement.

Table 3 shows that maximum (53%) of the respondents are having awareness through advertisement, 3% of the respondents are having awareness through their friends and relatives, 17% of the respondents are having awareness through internet. 5% of the respondents are Table 7 shows out of 200 respondents 52.7 having awareness through newspaper and 4% of the percent of male and 53.3 percent of the female respondents respondents are having through exhibition. have high level satisfaction. Further 47.3 percent of male and 46.7 percent of the female respondents have low satisfaction. The calculated value of Chi-square (0.007) is less than the table value of Chi-square table value 9.488 tested at 5% level of significance. Hence the hypothesis is accepted. Thus it could be concluded that there is no significant association between the gender and the satisfaction level of sample respondents.

Table 4 shows 62% of the respondents are changing their package and 38% of the respondents are not changing their package.

The table 8 shows 60 percent of the respondent under the age category of less than 25 years is highly Table 5 shows maximum(32%) of the satisfied. 36 percent of them are having low satisfaction. respondents are changing their package during IPL and 50 percent of the sample respondent under the age group World cup Match, 22% of the respondents are changing of 25-35 having high level satisfaction and 50% have low their package during Summer holidays and8% of the level satisfaction. 47.6 percent of the respondents are respondents are changing their package for other reasons. having high satisfaction under the age category of 36-45 and 47.6 percent of them having low satisfaction. 43 percent of the sample respondent under the age group of above 45 is having high satisfaction and 56.3 percent of them having low satisfaction. The calculated value of Chi-square (3.488) is less than the table value of 9.488 at 5% level of significance. Hence, the hypothesis is accepted. Thus it could be concluded that there is no significant association between the age of the respondent and their level of satisfaction.

Table 6 shows maximum(61% ) of the respondent need internet facility with DTH, 21% of the respondents

www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962

the DTH service providers to spread the message through Advertisement.

 From the analysis it is found 62% of the respondents are changing their package at the time of IPL and World cup matches and in summary holidays. Hence it is suggested that to retain these customers some sports and channels for children should be provided in all the days.  It is found that the factor which is mostly considered at the time of purchasing is Picture quality. Hence it is suggested that more importance must be given in providing picture quality to their brand. Table 9 shows 28.5 percent of Illiterate and 52  It is found that the factor price is given second importance percent of School level, 63 percent of graduate and 33 while purchasing the DTH. Hence it is suggested that if percent of professionals have high satisfaction. Further 71 the price is high, few buyers purchase and if the price is percent of Illiterate, 48 percent of School level,37 percent low, many buyers will purchase. The service providers of Graduate, 58 percent of Postgraduate and 64 percent of should offer different combinations of package with low Professionals have low satisfaction. price. The calculated value of Chi-square (9.587) more  It was found that DTH service users are facing main than the table value of 9.488 for 4 degree of freedom at problem as signal problem in rainy season with the mean 5% level of significance. Hence the hypothesis is rejected, score (2.15). Hence it is suggested that the service thus it could be concluded that there is a significant providers should improve their signal in the rainy season to association between the Occupation of the respondent and retain the customers. their level of satisfaction.  It is found that those who spent above Rs.600 have maximum (71.4) percent of low satisfaction. Hence it is suggested that the service providers should offer different package in such a way as to satisfy those customers.  It is found that illiterate users are having maximum (71) percent of low satisfaction. Hence it is suggested that advertisements are in easily understandable manner and service providers should make it easy to use set top and recharging their DTH to retain those customers and attract new customers.

X. SCOPE FOR FURTHER RESEARCH Table 10 shows, Signal problem in rainy season gets highest score, so it is ranked as First. Technical The present study is confined only to Problems in Setup box is assigned Second and User Gobichettipalayam town, Erode District. Hence, it is Cannot Change the service provider is ranked Third. suggested to the further researchers that they may conduct Unaware about the policies regarding recharges and the research by extending the area of the study. customer service from DTH take long time assigned the This study is conducted to know the factors least rank i.e. Fourth and Fifth. considered by the customers at the time of purchasing Hence, it is concluded that Signal problem in DTH and satisfaction level of DTH users for all brands. Rainy Season followed by Technical problems in Setup Hence it is suggested that the further researcher may Box, user cannot change the service provider are the conduct the study on particular brand. common problems faced by DTH users. The present study covered the satisfaction level of all brands. Hence it is suggested that the further researcher IX. SUGGESTIONS may conduct comparative study on the performance of various DTH brand. From the finding of the study, the following suggestions are made which will help the DTH service XI. CONCLUSION providers to make their business lucrative and favorable to the customer. It is concluded from this study that the DTH  It is found that maximum (53%) of the respondents are service providers should improve the advertisement. The having awareness through advertisement. Hence it is attractive advertisement gives more sales. The company suggested that sill more effective steps should be taken by 267 Copyright © 2011-15. Vandana Publications. All Rights Reserved. www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962 can reduce the price to fulfill the needs for low-income level of people and should Add more packages.