Project Title <br />Perception of Consumers and Dealers about Videocon d2h <br />Presented By :<br />Abdhendra Gangwar <br />
Type : Videocon Subsidiary <br />Industry : DTH <br />Founded : 2009<br />Headquarter : Mumbai, India<br />Area Served : India<br />Parent : Videocon <br />Subscriber base : Videocon d2h had about 3 million subscribers as of April 2011<br />
DTH <br />DTH stands for Direct to Home.DTH are defined as the reception of satellite programs with a personal dish in an individual home.<br />
OBJECTIVE OF PROJECT<br /><ul><li> Response of the consumer regarding Videocon d2h.
To analyze all the data and provide learning’s, conclusion and recommendation.
Factor influencing the consumer buying behaviour.
Factors which made consumers switch from one brand to another.</li></li></ul><li>RESEARCH METHODOLOGY <br />SAMPLE SIZE<br /><ul><li>50 dealer
100 consumers. </li></ul>SAMPLE AREA<br />Faridabad <br />MODE OF ANALYSIS<br />The instrument used for data collection was in the form of questionnaire. The questionnaire was used as it facilitates the tabulation and analysis of the data to be collected. The data collected was subjected to simple frequency distribution and percentage analysis.<br />
Primary Sources <br />The data required for the study has been collected from-<br /><ul><li> Questionnaire Survey With Consumer.
Personal Interviews With The Dealer.</li></ul>Secondary Sources <br />The secondary data has been collected from -<br /><ul><li> Internet
Company websites </li></li></ul><li>Market Survey<br />(Data Collection) <br />
For Dealer<br />Which of the following brands gives you the best margin?<br />
What is the perception about the brand Videocon D2H ?<br />
How do you rate the Videocon d2h on the basis of following attributes?<br />1-Most important, 2-Important, 3-Necessary, 4- Least important<br />
For Consumer <br /><ul><li> Which DTH provider’s service you use? </li></li></ul><li><ul><li>Which type of subscription do you use?</li></li></ul><li>Rank : 1-5, 1- Most important<br /> 5 – least important <br /><ul><li>The best thing you like in DTH?</li></li></ul><li>Analysis of Data<br /><ul><li>Tata sky and Dish TV both are establish brands and there is a good demand in the market that’s why they are not providing margin compare to Digital TV and Videocon d2h.
Distribution channel is good. The number of dealers is more that’s why people easily get the information about the product.
The regular communication between dealer and company is very necessary. Many dealers responded that Videocon executives visit them weekly, which is quite appreciable.
90% market of Faridabad region is held by top 3 players viz. Videocon, airtel and Tata sky. Videocon is market leader with almost 35% market share.
Most of the consumers like Tata sky advertisement.
Entry cost is the main criterion to decide of which brand to buy.
In this region most of the customers subscribe to the monthly packages.</li></li></ul><li>Conclusion <br /><ul><li> Price war is going on between DTH companies.
Quality is better than Other DTH service provider.</li></li></ul><li>Recommendation <br /> Create an effective advertisement with an influential punch line.<br /> Attract customers by exchange offer, discount offer, cash back offer and face gift offer on the festival occasions.<br />Establish a cordial relationship with dealers and offer a good commission margins for promoting the products.<br />Combination of various national channel with regional channels<br />