DTH in India

2.  World & Indian Market
 Literature Review & Findings
 Hypothesis
 Research model and Methodology
 Questionnaire Description
 Demography analysis
 Analysis
 Conclusion
 Future Scope

4. • Pay TV technology brought a paradigm shift in
cable TV industry
• Analog subscribers grew marginally in last
decade, worldwide.
• Nearly 20% growth in Digital & Pay TV
subscribers
• World over subscribers expected to rise by
34% by 2022: NSR
• Cable TV dominated for decades in Indian
market.
• Shows signs of decline with rise in DTH Service
providers
• DishTV was launched in 2004
• DishTV brought paradigm shift in Indian
market
• 24% growth in DTH subscribers during last
decade

5. Indian service providers were biggest revenue
collectors for FY’11: MPA Research
• DTH Growth estimated at CAGR of 3% for 2015
• In 2015, subscriber strength to be around 48mn
• India to be biggest DTH market by 2015,
overtaking US
• DishTV, the leader of Indian DTH market with over
15mn subscribers
• Tata Sky ranks 2nd in market share
• Other popular players: Airtel, Reliance, SUN & local
players.

6.  ‘A Comparative study on various DTH Service providers in Chennai’ by L.
Jayanthi & Sutha A.
 Sample size: 300
 Study based on customer preference, satisfaction & choice of going for DTH service.
 No. of channels, video quality, ease of purchase, payment, services in bad weather were major
reasons.
 ‘Consumer Survey on DTH Satellite Television in India for Cosmic Infosystem
Private Limited’ by Balaji (2005)
 Sample size: 100 DTH & 150 Non-DTH Users
 Study based on Monthly Income of subscribers
 DishTv was a popular choice in C & D categories
 ‘Competitive Strategies in the Indian DTH industry’ by Kapil Chaturvedi
 Rising number of players in industry
 Tough competition in industry
 Highly attractive industry

7. H1
The offered packages provided
affect the consumer choice
H2
The core services provided affect
the consumer choice
H3
The value-added services provided
affect the consumer choice
H4
The marketing campaigns affect the
consumer choice
Hypotheses

8. Core
Services
Picture
Quality
After Sales
Services
Installation
Services
Initial
Investment
Offered
Packages
Channel
Package
Renewal
Package
No. of
Channels
Marketing
Campaign
Influence of
Ads
Offers &
Schemes
V
A
S

9. Consumer
Perception
Offered Packages
Core Services
Value Added Services
Marketing Campaigns

10.  SAMPLING TECHNIQUE: Convenience Sampling
 TYPE OF RESEARCH: This study is descriptive in nature.
 PRIMARY DATA: The primary data shall be collected with the help of
structured questionnaires and interview method.
 SECONDARY DATA: Secondary data collected from various books,
journals, and websites pertaining to this study.
 SAMPLE SIZE: The sample size is 113 respondents.
 PERIOD OF STUDY: Period January to February, 2014.

11.  All the questions are closed ended
 Choices are provided in every
question
 Broad question has been asked
before a narrow question, Like Q
no 2 and 4
 First question is a filter question,
only those who reply positive to
first question are eligible to
answer further questions

12.  Most of the questions are determinant-
choice questions
 Checkbox has been provided
 In question no 9, ranking technique has
been used
 Category Scale has been used in most
of the questions
 Personal information has been asked at
the end

13. 49%
11%
5%
25%
10% Student
Unemployed
Self employe
Employed
Businessman
Total Responses 113
Incorrect & Outliers 24
Correct Responses 89
Age-wise distributionProfession-wise distribution

14.  Descriptive Statistics
 Correlation Table
 ANOVA
 Multivariate Regression analysis
 Hypotheses result

15. Mean Std. Deviation N
MEAN_INFLUENCE 3.8258 .69944 89
CORE_SERVICES 3.8315 .76241 89
PACKAGE_OFFERED 3.9888 .84267 89
ADVERTISEMENT 3.8596 .76124 89
V.A.S 3.1348 1.15001 89
• Likert Scale value = 5
• Positive response from almost all respondents

16. MEAN_INFLUEN
CE
CORE_SERVICE
S
PACKAGE_OF
FERED
ADVERTISEME
NT
V.A.S.
Pearson Correlation MEAN_INFLUENCE 1.000 .795 .753 .754 .376
CORE_SERVICES .795 1.000 .713 .660 .444
PACKAGE_OFFERED .753 .713 1.000 .684 .406
ADVERTISEMENT .754 .660 .684 1.000 .307
V.A.S. .376 .444 .406 .307 1.000
Sig. (1-tailed) MEAN_INFLUENCE .000 .000 .000 .000
CORE_SERVICES .000 .000 .000 .000
PACKAGE_OFFERED .000 .000 .000 .000
ADVERTISEMENT .000 .000 .000 .002
V.A.S. .000 .000 .000 .002
N MEAN_INFLUENCE 89 89 89 89 89
CORE_SERVICES 89 89 89 89 89
PACKAGE_OFFERED 89 89 89 89 89
ADVERTISEMENT 89 89 89 89 89
V.A.S. 89 89 89 89 89

17. Except for Value Added Services(V.A.S) all
are significant
No multicollinearity in the regression
analysis
Predicted MEAN_INFLUENCE = 0.452 + (0.381*CORE_SERVICES) + (0.202*PACKAGE_OFFERED) + (0.289*ADVERTISEMENT)
Independent variables statistically significantly predict the dependent variable,
As, F (89) = 62.685 (F value >4)
The F-ratio in the ANOVA table tests whether the overall
regression model is a good fit for the data or not

18. Hypothesis Independent variable Dependent variable Result
H1 Offered Package Consumer Preference
(True)
Consumer Preference depends
on the offered package of a
DTH service provider.
H2 Core Services Consumer Preference
(True)
Consumer Preference depends
on the core services of a DTH
service provider.
H3 Value-Added Services Consumer Preference
(False)
Consumer Preference does not
depend on the value added
services of a DTH service
provider.
H4 Marketing Campaigns Consumer Preference
(True)
Consumer Preference depends
on the marketing campaign of a
DTH service provider.

19.  Preference of consumer perception about the DTH provider depends on
the core services, offered packages & marketing campaigns
 Now-a days advertisement is a big marketing weapon to attract your
customers and to attract your customers and to stay in customer’s mind
Consumer
Perception
Offered Packages
Core Services
Marketing Campaigns

20. Factor Analysis of the variables to be used
Conducting the study on larger sample
Influence of demographic variables
Study on separate DTH providers individually
Increasing the coverage span
Use of other survey methods to gather more
accurate response