RESEARCH PROJECT ON “To Study the Post Purchase Dissonance of Customer towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)” SUBMITTED IN PARTIAL FULFILLMENT OF DEGREE OF MASTERS OF BUSINESS ADMINISTRATION SESSION (2009-2011) PAPER CODE-(CP-402) SUBMITTED TO: SUBMITTED BY: SHILPA CHOPRA BIRENDER ASSISTANT PROFESSOR MBA 4th SEM SUBMITTED TO ICL INSTITUTE OF ENGINEERING AND TECHNOLOGY SOUNTLI (KURUKSHETRA UNIVERSITY, KURUKSHETRA) ACKNOWLEDGEMENT “Gratitude is the hardest of emotions to express and one often does not find adequate words to convey what one feels and trying to express it” The present project file is an amalgamated of various thoughts and experiences .The successful completion of this project report would have not been possible without the help and guidance of number of people and specially to my project guide .I take this opportunity to thank all those who have directly and indirectly inspired, directed and helped me towards successful completion of this project report. I am also immensely indebted to my project guide, Ms. SHILPA CHOPRA Assistant Professor for his illumining observation, encouraging suggestions and constructive criticisms, which have helped me in completing this research project successfully. There are several other people who also deserve much more than a mere acknowledgement at their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and cooperation intended to me by them. BIRENDER PREFACE Research Project is the bridge for a student that takes him from his theoretical knowledge world to practical industry world. The main purpose of it is to expose for industrial and business environment, which cannot be possible in the classroom. The advantages of this sort of integration, which promotes guided to corporate culture, functional, social and norms along with formal teaching are numerous. 1) To bridge the gap between theory and practical. 2) To install the feeling of belongingness and acceptance. 3) To help the student to develop the better understanding of the concept and questions already raised or to be raised subsequently during their research period. The present report gives a detailed view of the. “To Study the Post Purchase Dissonance of Customer towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)” The research is definitely going to play an important role in developing an aptitude for hard self-confidence. DECLARATION I hereby declare that, the project entitled “To Study the Post Purchase Dissonance of Customer towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)”assigned to me for the partial fulfilment of MBA degree from Kurukshetra University, Kurukshetra. The work is originally completed by me and the information provided in the study is authentic to the best of my knowledge. This study has not been submitted to any other institution or university for the award of any other degree. BIRENDER MBA 4th SEM CERTIFICATE This is to certify that BIRENDER has completed the project entitled “To Study the Post Purchase Dissonance of Customer towards DTH Service (Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct)” under my supervision. To the best of my knowledge, the report consists of result of the empirical study conducted by the student. In my opinion, the work is of requisite standard expected of an MBA student. Therefore, I recommend the same to be sent for evaluation. SHILPA CHOPRA Assistant Professor Table of Contents Chapter TITLE No. 1 INTRODUCTION:- INTRODUCTION OF COMPANIES:- ( Dish TV, Tata Sky, Big TV, Bharti Airtel , Sun Direct) 2 REVIEW OF LITERATURE. 3 OBJECTIVES OF STUDY 4 RESEARCH METHODOLOGY. 5 SWOT ANALYSIS 6 DATA ANALYSIS AND INTERPRETATION. 7 FINDINGS AND RECOMMENDATIONS. 8 LIMITATIONS OF THE STUDY. 9 CONCLUSION BIBLIOGRAPHY ANNEXURE chapter.1 INTRODUCTION What is DTH ? DTH stands for Direct-To-Home television. DTH is defined as the reception of satellite programmes with a personal dish in an individual home. DTH does away with the need for the local cable operator and puts the broadcaster directly in touch with the consumer. Only cable operators can receive satellite programmes and they then distribute them to individual homes. How does DTH work ? A DTH network consists of a broadcasting centre, satellites, encoders, multiplexers, modulators and DTH receivers. A DTH service provider has to lease Ku-band transponders from the satellite. The encoder converts the audio, video and data signals into the digital format and the multiplexer mixes these signals. At the user end, there will be a small dish antenna and set-top boxes to decode and view numerous channels. On the user's end, receiving dishes can be as small as 45 cm in diameter. DTH is an encrypted transmission that travels to the consumer directly through a satellite. DTH transmission is received directly by the consumer at his end through the small dish antenna. A set-top box, unlike the regular cable connection, decodes the encrypted transmission. How does DTH really differ from cable TV ? The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish. Also, with DTH, a user can scan nearly 700 channels! Is DTH superior to cable TV ? Yes. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and e- mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it. What is the history of DTH in India ? DTH services were first proposed in India in 1996. But they did not pass approval because there were concerns over national security and a cultural invasion. In 1997, the government even imposed a ban when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Finally in 2000, DTH was allowed. The new policy requires all operators to set up earth stations in India within 12 months of getting a license. DTH licenses in India will cost $2.14 million and will be valid for 10 years. The companies offering DTH service will have to have an Indian chief and foreign equity has been capped at 49 per cent. There is no limit on the number of companies that can apply for the DTH license. Too many DTH players ? There are roughly around 70-80 Lakh DTH subscribers in India as of now, bear in mind this is just my own estimate though. Now this the foray of new features, new providers, new untapped markets being opened up as well as new standards being set in the industry. DTH is here to stay. The thing with the Indian market is, that there is just too much of a market in here. Lots of room for more players as well, I can even go so far as to say that even if 10 more players get themselves in at this point, they would have enough market to carry on nicely. Even now, Dish TV, Tata Sky, Big TV, Airtel Digital TV, Sun DTH etc. are operating quite well. market will most likely go up over 3 Crore subscribers by 2012. INTRODUCTION TO COMPANIES Dish TV [Zee Group Company] Has a customer base of 4.4mn is the largest and oldest operator in the DTH business in India Anticipating a huge rise in demand for direct-to-home (DTH) service in the future, Dish TV is planning to spend Rs 100-125 crore this year for marketing and promoting its brand in a move to woo more customers. The DTH industry is currently dominated by Dish TV, having a subscriber base of 3.5 million, followed by Tata Sky and Sun TV. Major players like Bharti, Reliance and Videocon are also planning their entry in to this sector soon. The rise in future demand is due to the availability of 2,000 channels in the digital domain compared to 60 channels in the analogue cable TV. The company has roped in celebrity star Shah Rukh Khan as its brand ambassador. With dishtv you can unleash the true potential of your high-end television set and complete your TV viewing experience with true DVD quality. If you are a connoisseur of good sound then make sure you experience true stereophonic sound effects, which only dishtv can bring to your home. Innovative Features of Dish TV- dishtv takes television viewing to the next level as it supports various futuristic features like Electronic Programme Guide, Parental Lock, Capacity up to 400 channels, Games, Interactive TV, Movie on Demand etc. dishtv also brings you exclusive National and International channels for the first time in India! You can enjoy all of these never-seen -before channels in uninterrupted viewing without any transmission cuts. Brought to you by a Zee Network Enterprise, dishtv has changed the face of the Indian television home, bringing it at par with the global entertainment industry.