Professional Documents
Culture Documents
1|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-1
Indias Direct To Home Industry:
A brief Introduction
1.1 Introduction: An Overview
The history of Indian television dates back to the launch of door-darshan, Indias
national TV network in 1959. The transmission was in black & white. The 9th
Asian games which were held in 1982 in the countrys capital New Delhi heralded
the mark of color TV broadcasting in India.
liberalized from the License Raj and major initiatives like inviting foreign direct
investments, deregulation of domestic
business emerged. This lead to the influx
of foreign channels like Star TV and
creation of domestic satellite channels
like Sun TV and Zee TV. This virtually
destroyed the monopoly held by doordarshan. In 1992, the cable TV industry
started which lead to revolution. Every city in the India had a complex web of coaxial cables running through the streets with a new breed of entrepreneurs called
as cable-wallahs or Local Cable Operators (LCO) taking in charge of distribution.
The film industry was shocked by this sudden growth and there were even
organized protests for calling off the Cable TV industry. There were simply too
many cable operators in the country and the channels had a difficult time in
getting its returns as the existing system was a non-addressable and the
operators could simply give a reduced number of subscribers to a mass profit.
2|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
The Direct-To-Home (DTH) industry in India has been expanding at a swift pace
over the last five years and has become a key player in the distribution sector.
The DTH sector has seen exponential growth with almost 1 million subscribers
being added each month. According to latest Telecom Regulatory Authority of
Indias (TRAI) performance indicators there are about 44 million DTH
subscribers in the country. India today has a large broadcasting and distribution
sector comprising around 730 satellite TV channels, 100 Multi System Operators
(MSO), 6000 Independent Cable operators, around 60,000 Local Cable Operators
(LCO), 7 DTH operators and several IPTV service providers Out of a total of 138
Million TV homes, about 30 million are dependent on Doordarshans terrestrial
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
with the spurt of regional channels over the last few years. With the media
landscape changing day by day, the industry has immense opportunities to gather
huge subscriber base in India. The television industry has witnessed aggressive
growth as this medium overshadowed all the other available media platforms.
India is the worlds third largest TV market with close to 138 million TV
households next to China and USA. Television is projected to command half of the
entertainment pie by 2015 as it is estimated to grow at a robust 14.5%
cumulatively over the next five years, from an estimated Rs 306 billion in 2010 to
Rs 602.5 billion by 2015. The cable television industry, which forms the backbone
of television distribution in India, is well penetrated in urban regions. As a
consequence, it has established itself as a robust mass medium for entertainment
and information and is available to more than 94 million consumer households
across India.
This lead to the emergency of a new breed of firms called as Multi System
Operators (MSO) who had heavy financial muscles to make capital investments.
The MSO industry became highly monopolistic which warrants government
participation to ensure competition. Later on, the United Front Government had
issued a ban on use of KU band transmission. After a change of government, the
ban got lifted finally in 2001 and TRAI issued the guidelines for operating DTH.
Countrys first private DTH license was awarded to Dish TV in 2003 which started
operations in 2003. The history of DTH services in India dates back to 1996. But,
the proposal couldnt get through policy hurdles because of concern over national
security. It was finally allowed in July 2006 as of now, number of total customers
stand at 13 million whereas total cable TV households number is 75 million. That
reflects the huge potential of this industry in the long run.
4|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
5|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
average Indians disposable income and purchasing has risen to never before
levels. The Indian entertainment and media industry is not far behind. It is
currently estimated at a worth of Rs.350 billion with a CAGR of 18% over the next
5 years. Terms which were alien to Indians like capital DTH, digital cables, IPTV
are suddenly finding presence in the countrys journals. In 2007, TRAI proposed a
new initiative by name Head end-In-The-Sky (HITS) Model as an alternative to
the existing cable distribution. Instead of the MSOs providing the bundle, there
will be a single HITS operator who will prepare the bundle of channels and beam
it to the Headed in the satellite. The LCOs can receive this digitalized bundle and
deliver to the individual homes. With HITS, country wide implementation of CAS
becomes instantaneous and cost-effective. This benefits both the broadcasters
and the customers by ensuring Addressability, Better quality of service and
increased number of channels. Another emerging trend is the IPTV which is yet to
be regulated and one can expect lot of action in this sector. According to a report
on Direct to home (DTH) service, it predicts that India would overtake Japan as
Asias largest DTH by 2015 and be the Asias leading cable market by 2020 and
the most profitable pay-TV market by 2020.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
million private subscribers took services from the six private DTH operators in
India, namely: Dish TV, Tata Sky, Sun Direct, Airtel Digital TV, Videocon D2H, and
Reliance Digital TV. During the same quarter, digital cable subscriptions have
increased in metropolitan area which comes in the first phase of the digitization
drive wherein the transformation will take place by 1 July 2012. The total number
of set top boxes installed increased to 853,737 in the quarter ended 31 March
2013, compared with 819,960 in the previous quarter. The Information and
Broadcasting Ministry has given licenses to around 825 private satellite television
channels of which 163
channels comes under
the
list
of
premium
277
digital
being carried by any one MSO. As the customers get off the network, the
companies are forced to write off the cost of equipment, leading to high
depreciation. The number of DTH subscriptions is 23% of all the cable and
satellite households in the country and the current run-rate of around 1 million a
month to continue for another 23-36 months. Cable, in contrast, is stagnant at
around 85 million due to the on-slough of DTH operators. DISH TV is also facing
the issue of churn or subscribers not renewing their subscriptions and dropping
out in favor of other DTH operators or cable. Around 7 in every 1,000customers
are written off as a drop out every month in DISH TV. So to gain more and more
share another player Tata Sky followed by other six players, in mid-October,
7|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
starting with Tata Sky all the six DTH players slashed prices of their Set Top
Boxes (STB) to sub-Rs 1,000 levels. Although, Tata Sky says the move was not
directed towards unleashing any predatory pricing in the market, the industry
has seen consumer churn rise post this new pricing regime. Company introduced
the Rs 999-entry price to give our customers the option to choose their own pack
of channels. The idea was to give our customers the option which says no
conditions apply. The DTH player says this move led to a significant spike in
customer acquisition in the last one month compared to last year although, no
numbers were made available by Tata Sky.
The DTH industry saw sub-Rs 2000 entry price triggered by incumbents in 2008
to counter the launch of Reliance BIG TV and Airtel, which recently got pushed
down to sub-Rs 1000 level. The drivers and challenges explain the factors
influencing growth of the industry including the growing middle-class and rising
disposable income, increasing television penetration and sale of LCD monitors,
price war and different package options which has been attracting consumers
and the advantage over traditional cable operators. The key challenges identified
encompass the acquisition of a share of the cable driven market and facing the
new age IPTV, TRAIs content guidelines, demand supply gap for transponders in
a 7 player broadcast market and the cap on foreign investments. To overcome
these challenges and tap into the available potential markets these players have
been using following methods while all the DTH players are learnt to raking up
huge losses, Dish TV the oldest player in India it had some reason to celebrate,
thanks to a move to fixed price contracts for its channels. Dish TV had entered
into 3 to 3 year fixed price contracts with many broadcasters in December 2009,
allowing it to offer cheap rates for channel packages to customers in a hyper
competitive market. Dish, which has around one-fourth of the market, has
converted nearly 75% of its content costs into the fixed price model, while the
8|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
digital set-top boxes beginning March 2012, with the government approving
complete digitization of TV transmission over a two year period. The Cable TV
Networks (Regulation) Act will be amended through an ordinance. Consumers in
the four metros Delhi, Mumbai, Kolkata and Chennai will be the first to switch to
the new system. The first phase required 12-15 million set-top boxes and cost
multi-system operators (MSO) about Rs. 3,000 crore. The digital technology
offered improved quality of transmission and greater choice of content, albeit at a
higher cost to consumers. Also bundling channels and services into attractive
bouquets and offers has been the forte to attract customer base along with the
various value added services that companies are offering. The most popular
choices have been region specific channel packages that have channels bundled
9|
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
as per regions or media houses that have emerged as a competitive tool. Then
come, the news, sports, movies and other entertainment channels, which
constitute the so called gravy of the package. Hence, it shows that demography
was the basis of planning packages and plans. With the new recommendation by
TRAI, (Source Times of India) from September 1st subscribers were allowed to
pick and choose every channel of their choice instead of the bundle offered by the
DTH companies.
This has changed the game, has put the subscriber firmly in the drivers seat. DTH
companies can view this as an obstacle or opportunity for growth and market
share. There is a potential for changes in pricing, alterations of services and
channels offered by the operators. Also to compete on the non-price competition
bases, differentiation is the key for all players. It is here that the role of subscriber
analytics would play a vital role in making sure that the right content or package
is offered to the right segment of customer to ensure right results. This will also
necessitate operators to proactively analyze their customer base, usage,
subscriptions changes and of course customer churn. Doing a good job could
result in gains of market share, leading to higher revenues and growth. The
report entitled India DTH Industry Growth Opportunities provides a detailed
overview and a succinct, but deep-dive analysis of the Indian DTH market. The
Indian DTH subscribers base is projected to grow at a CAGR of close to 19 per
cent between Quarter ending of 2009 and 2014 in the process India will become
the largest DTH market in the world. This high growth presents a number of
interesting scenarios, which have been thoroughly covered in this research. The
Indian DTH industry players look forward to a seven times multiplication of its
market, about 30 million subscribers by 2015, from a total of 165 million pay TV
households. The increase in the sales of LCD TVs will be having a positive impact
on the adoption of DTH services. To take full advantage of the quality and
10 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
features of their new TVs, many of these purchasers have been switching to DTH
services, which offer higher quality video and sound. The DTH subscribers due to
their unmatched financial muscle can tap a huge number of cable dark and cable
underserved areas which do not have access cable and satellite televisions.
Though the competition in terms of price wars is hot and even the companys
margins are suffering, there is still a chance for all the players in this industry to
grow both in terms of profits and bottom-line without coming in the way of each
other as still the penetration levels in this industry is still low and there is a huge
potential left to be exploited by the DTH companies Live recording of TV content,
matrimonial match-making, etc.
Since the DTH space denotes big value, akin to the space occupied by television
and telephony, inter-firm rivalries have thrown up price wars, discount schemes,
procurement of transponders, ambitious targets for improving the subscription
base, popular bouquet of channels, set top boxes with superior quality of videos,
improving content, etc as a desperate means to entice the Indian viewer. The
pattern of growth is very difficult to determine because a business cycle takes
place in long term. But this industry is having very short period for making or
observing a business cycle. The analysis that can be made is though the economic
cycles is not continues and it was in boom then when the industry started and
now just the economy is in recovering stage from the recession. Interesting factor
is that all the industries are hit seriously buy the rescission but DTH industry has
reported growth continuously but only it has slowdown the rate of its growth.
Now the industry is growing at 20% for every annum.
11 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
12 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
value chain are amongst the lowest of any emerging market due to cost inflation,
competitive pressures, regulation and a reliance on legacy analog cable networks.
With the Indian economy booming at a GDP growth rate of 9.3%, there is a sense
of growth prevailing everywhere. The average Indians disposable income and
purchasing power has risen to never before levels. The Indian Entertainment &
Media industry is also not far behind. It is currently estimated at a worth of
Rs.350 billion with a CAGR of 18% over the next 5 years. Terms which were alien
to Indians like DTH, Digital Cable, IPTV are suddenly finding presence in the
countrys journals. With the Indian Economy booming at a GDP growth rate above
9% there is a sense of growth prevailing everywhere. The disposable income has
13 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
been risen to never before levels. In earlier days there was only one TV channel in
India, Doordarshan which was owned and operated by Government OF India. In
that era every home which had a TV set used to have its own antenna to capture
the signals. The cable television ordinance law was passed in Jan 1995 which
created a big industry and market opportunities. However the service provided
by cable operators was 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 services, which serves an
immediate threat to the high end cable networks. DTH services were introduced
in India in the early 2000s with DD Direct Plus followed by other players. Margin
pressure will remain in the medium term but improve in the long-term as
operating leverage improves. Every player came with innovative offerings, Dish
TV offered Movie on Demand free worth the cost of set top box, Air-Tel and Big
TV offered free subscription for first few months etc. All these things were
coupled with aggressive marketing campaigns.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
the viewer when it comes to entertainment. Television (TV) plays a major role in
the flow of information and is equipped with the power to influence people, their
beliefs and their opinions. Being a visual medium, its impact transcends the social
and educational background of its viewers; more so, in a diverse country like
India, where TV dominates the Media & Entertainment landscape as the preferred
choice of entertainment. Electronic goods sector is a major booming sector in our
country.
Not only as an intermediate commodity, but more as a consumer product, this
sector has undergone a rapid growth and development since ushering in of
liberalization in India, from cassette to DVDs, from black and white TVs to LCDs,
from analogue terrestrial cables to DTH services and from landline phone to
mobile internet, these developments did not take place in one day, but the pace of
this innovation was impetus. Indian Electronic and IT sector is one major
segment where the effect of the liberalization and in turn the effect of
competition issues have been seen in its totality ,this sector in itself Is issue will
be cumbersome. Thus, focus on each and every Television industry among the
immense pool of gadgets. In the last five years color television industry (CTV) has
witnessed drastic changes in the intensity of competition. Exchange schemes, free
gifts, price offs,
promotional tools have been deployed by the players, so vast that covering which
certainly have made the market, vibrant and pulsating. A major factor
contributing to the growth has been availability of consumer financing schemes.
1.5 Meaning and Working of DTH Technology:Direct-to-Home (DTH) satellite television is becoming a buzzword in the satellite
broadcast industry due to the fact that DTH offers immense opportunities to both
broadcasters and viewers. Thanks to the rapid development of digital technology,
DTH broadcast operators worldwide have been able to introduce a large number
15 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
16 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
lastly
users
get
to
view
created by the DTH providers. The DTH providers pay other companies like HBO,
Sony MAX and so on for the right to broadcast their channel to the DTH
consumers through satellite. Thus the DTH provider acts as a mediator r broker
between the consumers and the program channels. The broadcast centre is the
main part of the whole system. It is from the broadcast station that the signals are
sent to the satellites to be broadcasted. The broadcast station receives the signals
from various program channels. The satellite receives the signal from the
broadcast centre and compresses the signals and makes them suitable for retransmission to the ground. The DTH providers give dish receivers for the
17 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
viewers to receive the signal from the satellites. There may be one or multiple
satellites that send the signals at the same time. The receiver receives the signal
from them and is passed on to the Set Top Box [STB] receiver in the viewers
house. The STB receiver changes the signal in a form suitable for our television
and then passes it on to our TV. For a DTH network to be transmitted and
received, the following components are needed.
Broadcasting Centre
Satellites
Encoders
Multiplexers
Modulators
DTH receivers
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
through aggressive marketing. When this DTH market began in India then the
scenario in this market was that most of the companies offering the services were
charging very high prices for the set top boxes and even the charges for the
monthly subscriptions were also very high as compared to the charges that local
cable operators were charging which were minimal in nature ranging from Rs.
150 to Rs. 200 per month. That is why in the beginning only a few people were
willing to go for these connections as people had to spend a large sum of money
to get these connections and even the monthly subscription charges were double
than what were being charged by the local cable operators, but still people who
started using these connections were happy because of the clarity of services that
these operators were offering and this clarity of services was their differentiating
mantra from the other local operators and it was for this clarity that they were
charging a premium price from the customers and even they were willing to pay
for it.
It also offered the customers a flexibility of having a bouquet of free channels that
they could get along with the other paid channels that they could choose on their
own. Thus, all these things made this a better and attractive option for customers
because of the variety of options that it offered its customers. Still one of the fears
that people had when it comes to buying themselves a DTH connection is that
once they invest their money in any of these DTH services they will be forced to
be with them forever. If they want to switch to a different service provider, then
they will have to pay again for the set top box. Companies like Sun DTH started
advertising that set top box as free; they charged an additional Rs. 1000 for the
installation along with the other subscription charges. So customers will be
forced to pay this fee when they want to switch the service provider. This Market
of direct to home cable networks has been a market that has got most of its
presence mostly in the urban areas in the northern India and Western India with
19 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
most of the business in India coming from these markets only. Though it is
present throughout India and is growing at a very rapid pace but it still continues
to remain a niche segments for the marketers and most of the players that exist in
this DTH cable business are vying for the larger share of this market. But now
because of the price wars that are going on even the set top boxes costs are
getting reduced leading to this being removed as a barrier at least.
The growth in the television sets throughout the country and on the other side a
growth in the size of middle class in Indian economy which has been working
hard to get a hold of that fast growing This segments growth has also been
propelled due to the poor services being offered by the current cable operators in
the Indian markets and the customers are now demanding better services. This
DTH market provides a better avenue in terms of quality of service and enhanced
viewing experience has been attracting investments in this market. When satellite
television first hit the market in the early 1990s, home dishes were expensive
metal units that took up a huge chunk of yard space. In these early years, only the
most die-hard TV fans would go through all the hassle and expense of putting in
their own dish. Satellite TV was a lot harder to get than broadcast and cable TV.
Today, Consumer sees compact satellite dishes perched on rooftops all over the
India. Drive through rural areas beyond the reach of the cable companies, and
Consumer find dishes on just about every house. The major satellite TV
companies are luring in more consumers every day with movies, sporting events
and news from around the world and the promise of movie-quality picture and
sound. Satellite TV offers many solutions to broadcast and cable TV problems.
Though satellite TV technology is still evolving, it has already become a popular
choice for many TV viewers.
20 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
out
of
the
cable
TV
in
the
major metros like Mumbai, Delhi, Kolkata, and Chennai by June 30th 2012 and
soon it will start happening across all other major cities and at the end the entire
country would be covered under digitization by December 31, 2014 It might
seem as an extra burden to the consumers for shelling out Rs. 1390 - 4500 to
purchase the technology but as well said to get the best we need to put some
efforts. As a result of this the Cable Digitization signals provided to the users
would be converted from analog to digital which will empower consumers to an
increased number of channels and high quality viewing like Digital Picture
22 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
quality, High definition (HD) Channel and High Definition Digital(HDD) Sound
Quality, which is not available without the set top box. This doesn't stop here as
per the audit conducted by the Government it is losing huge amount of service tax
which is collected by the consumers by the local service providers but not paid to
the government, the Cable Digitization will help curb the cheating taking place
with the consumers as there would to possible to monitor this mess. In the time
of competition it is tough to decide the best DTH service in India and to be the
best which is exactly taking those measures to ensure the viewers are given
better entertainment with the help of the technology to ensure that viewers
spend their valuable time on better products. Digitization of cable, driven by the
recent government ordinance, is expected to be a game changer, affecting the
entire value chain.
DTH operators are expected to be one of the beneficiaries of the government
mandate. While the governments mandate presents a significant opportunity for
MSOs and DTH operators, they may face several challenges and practical
difficulties in implementation, and adhering to the prescribed timelines for
digitization. DTH providers must ensure that they are making the right offering to
the right section of the population. Though the DTH market in India has not seen
the growth that was expected of it, there are still a host of reasons to be
optimistic. There are so many households across the country that do not yet
receive digital TV services, so many untapped areas, that, if the providers pitch it
correctly, there could be a considerable boom in the adoption of DTH. Regulatory
reforms will be a key to the fast development of DTH in the region. The average
time spent on TV by an individual in India is around 150 minutes per day it has
the potential to go up to over 200 minutes with digitization providing more
accessibility to content, as well as evolved marketing wooing audiences for higher
engagement.
23 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Digitization of cable network offers tremendous potential for cable operators and
broadcasters because it will result in full addressability and eradicate under
reporting of any subscriber base. Consequently, there will be increase in
subscription revenues for them, a boon for multi-system operators (MSOs). With
greater bandwidth underground, the carriage cost paid by broadcasters to
distributors will come down but that will be well compensated by the increased
number of channels that the cable operators will carry. This will be real good
news to all players in the entire value chain. Over the years, the local cable
operators (LCOs) have been dominating the cable TV market by offering
video/pay-TV services. Digitization has changed all of that because billing
relationship or end-user management controlled by MSOs. This is in turn
streamline revenue distribution amongst broadcasters, MSOs, and LCOs. MSOs
have got a share of revenue from a significantly larger volume of subscribers (as
they will have the direct relationship with subscribers). In terms of average
revenue per user (ARPU) they found an upside because of subscribers consuming
and paying for value-added services and the opportunity to bundle broadband to
some digital customers. Cable industry has grown from 0.3 million cable homes in
January 1992 to an estimated 93 million cable TV homes in 2011. Furthermore,
there were around 20 pay channels in 1995, whereas today there are more than
800 channels registered with Ministry of Information & Broadcasting, out of
which around 167 are pay channels.
The exceptional growth in number of TV channels combined with the inherent
limitations of the analog cable TV systems has posed several challenges to the
cable TV sector, mainly due to capacity constraints and non-addressable nature of
the network. With time and evolution of technology, new addressable digital TV
platforms like DTH, IPTV etc. are now available. The evolution of technology has
also paved the way for bringing about digitization with addressability in the cable
24 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
value chain. What is being witnessed is actually just the beginning; it is expected
that after completion of Phase I digitization, an entirely new industry will emerge
as a well capitalized one that will help creates incentives at each end of the value
chain from content production to distribution and consumption. Experts also
agree that the quality of content will significantly improve as digitization
progresses.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
DTH players are bringing innovative plans like live shopping, broad band, and etc
will act as growth determinants. DTH is one of the new technologies providing
various facilities to its viewers. Presently India has 9.5 million DTH homes and
every day the subscribers of DTH TV are increasing. Television holds an
important place in our lives its impact being seen amongst all sections and groups
of the society. Nearly 80 percent of households in urban areas have television
sets, the adaptation of technology has been much faster in the latter. Nearly 90
per cent of the digital TV market has dominated by Direct To Home (DTH) service
providers. The rest were being catered to by digital cable operators. The Indian
DTH market has reached the inflection
point and is set to overtake the United
States earlier than expected. With the
number of available TV channels
expected to increase from 70 to 500+,
consumers can expect better services
(HD, broadband) and a more personal,
interactive,
and
social
TV-viewing
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
10
million
TV
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
homes are estimated to go digital by the end of the fourth phase in December
2014. For the uninitiated, digitization is being carried out in four phases. In the
first phase, which ended on December 31, 2012, the four metros switched to set
top boxes (STBs). In the second phase, 38 cities in 15 states moved to STBs by
March 31, 2013. In the third phase the deadline for which is September 30, 2014
all urban areas of India have to switch to STBs. By December 31, 2014, the entire
country will have to switch to STBs. the DTH sector which has shown
phenomenal growth ever since, it is set to grow at an even more furious pace.
In 2003, when the first mover and the countrys largest DTH player, Delhi-based
Dish TV, launched Indias first DTH service, not many people knew about the
technology and its advantages.
The entry of other players such as Tata Sky, Sun Direct, Big TV, Airtel and
Videocon in the following years has added traction to the market. From one
service provider and a little over half-a-million subscribers at the end of
financial year 2011, Now DTH sector booming with six players and 48 million
plus subscribers, the DTH industry has come a long way in an analogue cable
dominated market. Though Dish TV comes through as the clear leader brand in
the DTH space, the other brands that lead the category are Tata Sky, Tata Sky+,
and Videocon D2H. Airtel Digital TV also finds a place, lagging slightly behind the
rest. The survey notes that the two players to have successfully built
'Differentiation' into their brands as a compelling proposition that stands out in
the mind of the customer which are the market leader Dish TV and the late
entrant Videocon D2H. On the other hand, early mover Tata Sky enjoys the
highest awareness and regard among consumers. Newer players like Airtel
Digital TV and Videocon D2H are seen as Customer Caring and Innovative,
respectively. When it comes to Total Consideration scores, Dish-TV again leads
the pack, followed by Airtel Digital. In fact, 45 percent of households clearly see
29 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Dish TV in their consideration set. The DTH market is on its exceptional growth
path in India, but the Internet Protocol Television (IPTV) market is lagging far
behind. IPTV, still in its nascent stage, is expected to grow at a CAGR of 79.5
percent to touch the 6-million subscriber mark by 2018. The dismal performance
of IPTV markets can see stupendous growth if the current weak state of
broadband penetration and poor infrastructure is restructured. "Riding high on
the digitization mandate, the DTH market is on an unprecedented growth
trajectory, and India is set to become the largest DTH market in the world.
Growing television penetration, emerging middle class and rising disposable
income has resulted in increased spending and rising demand for quality viewing
experience comprises of Industry Outlook, key Market Trends, Price Sensitivity
analysis, marketing Strategies and Other Technology Options. The industry
outlook gives detail about subscriber base, operators, Average Revenue Per User
(ARPU). Further, the Key Market Trends gives an insight into the industry. In the
Marketing Strategies section, various factors are explored which can accelerate
the growth pace of DTH subscribers in near future. It begins with the market
overview section that offers an insight into the Pay TV industry, its market size
and segments. This is followed by a brief history of the DTH segment and an
explanation regarding the DTH functioning process.
The overview of the DTH market including its market size and growth as well as
the market share of major players is listed. A brief description about the DTH
subscriber base and its average revenue per unit follows next. The revenue model
and a value chain analysis have been provided to highlight the major source of
revenue and its distribution. Furthermore, a Porters five forces model is
provided to understand the competitive scenario prevailing in the DTH market.
An analysis of the drivers and challenges explains the factors leading to the
growth of the industry. Huge market potential has been one of the key factors
30 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
augmenting the demand for DTH transmission. The Indian Pay TV market is small
by international standards, in terms of the total revenue generated. However, it
holds promise for long term players, to bear rich dividends. Currently,
broadcasters and content distributors such as MSOs and DTH operators seem to
operate with a focus on growing subscribers, even at the expense of profitability.
Media Partners Asia (MPA) has predicted that media owners and broadcasters
will instead focus on profits and cherry pick only profitable growth opportunities.
The Indian pay-TV sector generated sales of Rs. 29,250 Crores for financial year
ending March 2010. Total pay-TV subscription revenues will grow at an average
annual rate of 14 percent over the next 5 years and 10 percent over the next
decade reaching Rs. 38,400 crore by
2014 and more than Rs. 57,600 crore by
2020. The profits were modest with an
industry average profit pegged at Rs.
3,600 Crores. The sales are projected to
grow to Rs. 58,080 crore by 2014 and Rs.
88,800 crore by 2020. Simultaneously,
margins are expected to improve to 15
percent and 23 percent over the same period. Revenues from HDTV and VAS
(including VOD, HDTV and PVR) are projected to contribute more than Rs. 2,400
crore by 2014, rising to Rs. 7,200 crore by 2020. Digital CATV roll out in India is
expected to grow at a relatively slower rate. Digital cable will grow to 17 million
subscribers by 2014, and 29 million (out of a total 110 million CATV homes) by
2020. In 2009, 15 percent of India's pay-TV homes had at least 1 set-top box. This
number is expected to grow to 38 percent by 2014 and almost 50 percent by
2020 with HDTV gaining more traction after 2010, driven by DTH satellite
networks. Cable broadband is a key driver of future cable sector profits, which is
31 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
expected to grow from 850,000 homes in 2009 to 3 million by March 2014. The
Indian DTH net installed subscriber base (not necessarily active subscribers)
numbers is expected to double from 20 Million in 2012 (March) to 40 million by
2013 March
discretionary spending also promotes the growth of set top boxes. Increasing
television penetration accompanied with attractive offers and price war has also
been driving the TV and DTH market. Advantage for DTH players over traditional
cable operators add on to the potential for the growth of the DTH market.
Complete Digitization of TV services and increasing advertising revenues also
play a major role in driving the popularity of the DTH segment.
Partnerships with movie distributors, combined retail of LCDs and DTH
connection along with technological innovations have been emerging trends in
this market. Focus towards exclusive value added services by DTH players have
also been a significant uptrend in the market. The report also contains key
Government regulations faced by the industry. The competition section starts
with a price, feature and service comparison across different DTH players. This is
followed by a bubble chart where the relative positions of the players are
depicted with respect to their revenue, net profit and market capitalization or
total asset. It also includes profiles of the major players in the market along with
their financials. Key ratios and list of important contact persons are also listed.
Key geographic areas and major business segments are included as well. The
recommendation section provides insights into the future outlook of the market
as well as proposes actionable insights expected to lead to a growth in the
market. The market overview section that offers an insight into the Pay TV
industry, its market size and segments which is explain regarding the DTH
segment and DTH functioning process. The overview of the DTH market including
its market size and growth as well as the market share of major players is listed.
32 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A brief description about the DTH subscriber base and its average revenue per
unit follows next. The revenue model and a value chain analysis have been
provided to highlight the major source of revenue and its distribution.
Furthermore, a Porters five forces model is provided to understand the
competitive scenario prevailing in the DTH market.An analysis of the drivers and
challenges explains the factors leading to the growth of the industry. Huge market
potential has been one of the key factors augmenting the demand for DTH
transmission. Advantage for DTH players over traditional cable operators add on
to the potential for the growth of the DTH market. Threat from substitutes and
the demand and supply gap for transponders adversely affect the growth of this
market. Strict regulations and cap on foreign investments also act as a hurdle for
the growing industry.
33 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Quality
DTH
Cable
Economical
Disruption due to bad
weather
Disruption due to power
cut-off
Less
More
Yes
Yes
No
Yes
Yes
No
Good
Normal
24/7 Helpline
Yes
No
Portability
Yes
No
Payment
Pre-paid
Pre/Post-paid
Regional Channels
More(Fulfill Need
Less
According to demand)
Pause/Record/Rewind
Yes
No
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
3. In a DTH service the signals are digitized, ensuring superior video and audio
quality, almost CD or DVD likes. The digital technology can also offer a video
channel with multiple audios.
4. One of the best features of DTH service is that it can offer addressable and
interactive services. The DTH service also features Karaoke facilities. The
information-based programmes can become interactive. Data services, pay per
view, and video on demand can be offered by a DTH service.
5. In DTH service the signals are encrypted. A viewer has to acquire a dish
antenna, integrated receiver decoder and smart card to be able to receive the
signals. This stops the unauthorized access to the signals by non-subscribers.
6. The Digital Video Server technology employed in DTH delays the incoming
feeds by selectable intervals ranging from seconds to hours. This facilitates
editing and on-site censorship of program. It also incorporates an automation
system that allows muting, freezing and block replacement of programming.
With these advantages over Cable TV, DTH currently has emerged as one of the
most dynamic television services with a high potential for growth and large
market. But it isnt devoid of drawbacks which somewhat discolor its advantages.
Industry professionals, though vying with each other to get on the DTH platform
as early as possible are full of apprehensions about the success of DTH in Indian
conditions.
Major Challenges:
The appetite of the viewers is increasing and nowadays people are not satisfied
with the conventional broadcasting only. Broadcasters need to provide their
content on all possible carriage ways. New media including IPTV, mobile TV, and
Consumer Tube, this would complement for traditional broadcasting. The
foremost challenges on the technology front are digitization of infrastructure and
migration to HDTV. Broadcasters need to define how they traverse on the
35 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
digitization path and put in serious efforts to decide what services they have to
deliver to viewers. Systematic phasing out of analog system in broadcasting is a
prominent task to meet the analog switch-off deadlines. Digital TV is not restricted
to traditional home devices alone but is also available on personal devices.
Mile
Marker
specifying
the
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
people are gets advance, their lifestyle is getting change, these people adapts
advance technology and thats why www. nagpurpeople.com will serve to have
all the info Consumer need about Nagpur at Consumer finger tips. Get detailed
information on top stories of the Nagpur cities, Nagpur pin codes, picnic places in
Nagpur, Nagpur business, coaching classes in Nagpur, corporate Banks in Nagpur,
Blood Bank in Nagpur, Hotels club and Restaurant in Nagpur, Hospitals in
Nagpur, Nagpur School Colleges, Nagpur Cargo Hub SEZ, Mihan in Nagpur,
Nagpur Jobs, Nagpur Education institutes, Tour and Travels agencies, Garden &
Lakes in Nagpur. Religious places in Nagpur, Computer and IT companies in
Nagpur, Movie Release and Theaters in Nagpur city, live cricket score and several
other services and information about Nagpur city. This site also allows Consumer
to make and find new friends. Nagpur is an emerging Metropolis of India and the
fastest growing crorepati city. Nagpur has been the main center of commerce in
the Vidarbha region since early days and is an important trading location.
Nagpur's economic importance had gradually declined relative to Mumbai
and Pune after the merging of Vidarbha into the Maharashtra because of a period
of neglect by the state government. During the slowdown, state and central
government offices were a major source of employment. Nagpur's economy is
currently recovering from past slowdowns and the city has attracted Rs. 5,000
crore in investment in 2003. It was ranked the 11th most competitive city in the
country by the Institute for Competitiveness in its 2012 report. Nagpur city is
important for the banking sector as it hosts the regional office of Reserve Bank of
India, which was opened on 10 September 1956. The Reserve Bank of India has
two branches in Nagpur in which one of it houses India's entire gold
assets. Sitabuldi market in central Nagpur, known as the Heart of the city, is the
major commercial market area.
37 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
and
Sonegaon
tank.
The
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A) Demographics:
As of the 2011 census, Nagpur municipality had a population of around 25 lakhs.
the urban agglomeration had a population of 2,523,911. The municipality had
a sex ratio of 961 females per 1,000 males and 9.9% of the populations were
under six years old. Effective literacy was 93.13%; male literacy was 96.16% and
female literacy was 89.99%. Hinduism, Islam, Buddhism and Jainism are four
major religions in Nagpur with 66.0%, 11.0%, 20.0% and 1.5% of the population
following them. Others are 1.5%. 52.5% of Nagpur's population is in the 1559
years age category. Around 11% of the population is under 6 years of age.
40 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
B) Education:
Nagpur is a major education center in Central India and attracts students from all
over the country. The city is also home to three medical colleges the
Government Medical College, Indira Gandhi Government Medical College, and
privately run NKP Salve Institute of Medical Sciences. Additionally, Nagpur, next
to Pune has the largest number of engineering colleges in and around a city in
Maharashtra like the Visvesvaraya National Institute of Technology (VNIT)
(which is now a deemed university) and the Laxminarayan Institute of
Technology
41 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
43 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Milad, Guru Nanak Jayanti, Mahavir Jayanti, Durga puja ,Ganesh Chaturthi and
Moharram. Like the rest of India, Nagpurkars celebrate major Hindu festivals like
Diwali ,Holi and Dussera with enthusiasm. Celebrations lasting for several days
are held on Ganesh Chaturthi and Durga Puja festivals in virtually every small
locality in the city. The city also contains a sizeable Muslim population, and
famous places of worship for Muslims include the Jama Masjid-Mominpura and
Bohri Jamatkhana, Itwari. The most famous Dargah of Hazrat Tajoddin Baba at
Taj Baug. The St. Francis De Sales Cathedral is located in Sadar as well as the All
Saints Cathedral church. (LIT), as well as several reputed public as well as private
colleges like Hislop College and Shivaji Science College. and importantly Low
pollution levels, low travel time, cosmopolitan environment, scenic beauty,
people friendliness, professionalism, ample entertainment and recreation
facilities have been quoted as the other reasons for the citys attractiveness by
locals as well as the migrants.
44 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
2,405,421
Males
1,226,610
Females
1,178,811
2,397,777
Males
1,275,750
Females
1,222,027
No of Households
8,38,599
370
Urban Population
63%
933
2,018,598 / 93.13 %
Rural
61.68%
Urban
80.91%
Area
217.65 km2
Telephone Code
+91-712
986000 Hectares
139000 Hectares
Number of Villages
Govt. Body
Mayor
1869
Nagpur Municipal Corporation (NMC)
Anil Sole (BJP)
Source of Information :
45 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
18,000
a) Telecommunication
and
broadcasting
infrastructure
of
Nagpur
The last 2 decades have seen Nagpur emerge as an educational centre for
engineering. Domestic export oriented companies (especially IT focused) have
expanded into Nagpur from locations like Pune and Bangalore due to large
operational cost savings, proximity of fresh talent and possibilities of inter
academic tie-ups. The region is an educational belt for engineering. Nearly 45 to
50% of the IT talent is directly recruited from campus by TCS, Wipro
Technologies, and Infosys & IBM for their operations in the metropolitan centers.
Existing companies also consider the strategic position of Nagpur beneficial in
historically attracting talent from regions of Vidarbha, Chattisgarh, upper regions
of Andhra Pradesh, Madhya Pradesh. Talent from these regions looks towards
Nagpur as the main employment centre.
46 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Bandwidth
STPI, Nagpur has got STM1 i.e. 155 Mbps fiber optics
bandwidth backed by one dedicated Earth Station of
80 Mbps capacity. STPI, Nagpur has a tie-up with
many International bandwidth providers for IPLC
circuits.
vendors
Set-Top-Box.
Head-Antenna.
Cable
DVD
Remote
47 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Product description
i)
SET-TOP-BOX:
The set top box comprises of the MPEG-2 OR MPEG-3 with DVB2 technology.
ii) Head-antenna:
Antenna which receives signals directly from satellites,
iii) Cable:
Cable connects antenna to the set up box
iv) DVD:
One of the recent entrants into DTH industry is Videocon. This came with set top
box with DVD
v) ACCESS CARD:
The access card is another important thing in the set top box setup where the
access card will receive the signals directly from satellite trough head top
antenna
vii) Remote:
A compactable remote for both SET UP BOX and TV is used in operating both TV
and Set top box.
48 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
ix) Substitutes:
Local Cable Operators, Inter-Net which is bringing many facilities like live TV
channels, along with the net browsing, Theaters, radio stations, I pods.
1) Doordarshan (DD-Direct +)
Categorization of players in the industry Government owned player: DD
DIRECT+ Doordarshan is the public television broadcaster of India and a
division of Prasar Bharati, this 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. It has also
started Digital Terrestrial Transmitters. On September 15 2009, Doordarshan
celebrated its 50th anniversary. Doordarshan
had a modest beginning with the experimental
telecast starting in Delhi on 15 September 1959
with a small transmitter and a makeshift studio.
The regular daily transmission started in 1965
as a part of All India Radio. The television
service was extended to Bombay (now Mumbai)
49 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
and Amritsar in 1972. Till 1975, seven Indian cities had television service and
Doordarshan remained the only television channel in India. Television services
were separated from radio in 1976. Each office of All India Radio and
Doordarshan were placed under the management of two separate Director
Generals in New Delhi. Finally Doordarshan as a National Broadcaster came
into existence. National telecasts were introduced in 1982. In the same year,
color TV was introduced in the Indian market with the live telecast of the
Independence Day speech by then Prime Minister Indira Gandhi on 15
August 1982, followed by the 1982 Asian Games being held in Delhi. Now
more than 90 percent of the Indian population can receive Doordarshan (DD
National) programmes through a network of nearly 1300 terrestrial transmitters
and about 36 Doordarshan studios produce TV programs today. DD Direct+ is a
free Direct to Home (DTH) service that provides satellite television and audio
programming to households and businesses in the Indian subcontinent. Owned
by parent company Doordarshan, DD Direct Plus was launched on December 16,
2003. Now chairman of DD plus+ is Shri Arun Bhatnagar and CEO is B S Lalli
under the ministry of information and broadcasting.
2) Dish TV
Dish TV is the first private DTH satellite television provider in India, using MPEG2 digital compression technology, transmitting
using NSS Satellite at 95.0. Dish TV's managing
director and Head of Business is Jawahar Goel
who is also the promoter of Essel Group and is
also the President of Indian Broadcasting
Foundation and Mr. Subhash Chandra is the
Chairman of Dish TV. Dish TV is a division of
Figure 8: DTH equipment of
Dish TV
50 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Zee Network Enterprise (Essel Group Venture). EGV has national and global
presence with business interests in media programming, broadcasting &
distribution, specialist packaging and entertainment. Zee Network incorporated
with
DISH
TV
to
modernize
TV
viewing
by
digitalizing
Indian
3) Tata Sky
Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital
compression technology, transmitting using INSAT 3A at 83.0.
Tata sky is
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
52 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
experts known as Super brands Council. It is the only Indian DTH to have won
this distinction.
4) Sun Direct:
Sun Direct is a DTH satellite television provider in India, using MPEG-3 digital
compression technology, transmitting using INSAT 3B at 93.5E. It is the
country's first MPEG 3 technology DTH service provider. Sun Direct is a DTH
service in India headquartered in Chennai, Tamil Nadu. Sun Direct TV was
registered in February 16, 2005. However, the failed launch of INSAT 3C resulted
in a lack of transponders, delaying the launch. The service was finally launched on
December
2007
after
availability
of
5) Reliance Big TV
Reliance BIG TV is a DTH satellite television provider in India based in Navi
Mumbai, using MPEG-3 digital compression technology, transmitting using
53 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
54 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
6) Airtel digital TV
Bharti Airtel Limited is the flagship company of Bharti Enterprises and is Indias
largest integrated and the first private telecom services provider with a footprint
in all the 23 telecom circles. As India's leading telecommunications company, the
Airtel brand has played the role of a major catalyst in India's reforms,
contributing to its economic resurgence. Airtel since its inception has been at the
forefront of technology and has steered
the course of the telecom sector in the
country with its world class products and
services. Airtel Digital TV is a DTH (Direct
to Home) service from Bharti Airtel. It
uses MPEG-3 digital compression with
DVB-S2 technology, transmitting using
INSAT 3CR 73E. Airtel digital launched on
8 October, 2008 with a 360 degree mega campaign 'Come Home to the Magic.
Since then it has launched 2 other campaigns Stars come home (March 2009)
and DTH Picture Clarity (August 2009) has increased its channel base to 183+
channels. Airtel digital TV is now amongst the fastest growing DTH brands in the
country and is available across 5000+ towns in India. It has also been ranked as
the best DTH service by Living Digital magazine.. Airtel digital TV and other
DTH players have a bright future in Indian market as the people are getting more
attracted towards DTH because of its quality and afford abilities.
7) Videocon D2H:
Videocon D2H is a DTH satellite television provider in India based in Mumbai,
using MPEG-3 with DVB S2 digital compression technology. Videocon Leasing &
55 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
56 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-2
Direct to Home
(DTH) Services at
Nagpur
friend.
trusted
referral
influences
trusted
referral
is
the
Holy
Grail
of
57 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-2
Direct to Home (DTH) Services at Nagpur
2.1 Introduction:
The Cable broadcasting started in Nagpur in the year 1991 with aim of getting up
satellite network in the heart of India i.e. in Nagpur. Over a period, Nagpur
achievements with the formation of Universal group had been exceptionally
remarkable and acknowledged in the specialized filed of infrastructure in Central
India. Nagpur Concern has spread its wings having more than 182 Digital
channels & 92 Analogue Channels network with unique INFO CHANNEL giving
live Train & Airway arrival - departure Time Table live from Railway Station &
Airport. Songs on demand, 24 Hours Nagpurs news Hindi & Marathi, Live
coverage of Assembly Session from Vidhan Bhawan and Vidhan Parishad also
many important events of the region are covered live through Nagpur channel
apart from regular channels.
Nagpur itself has proved a unique catalogue of Nagpurians and Vidharbhiyans for
satellite Networking and proving full of sensational thrills informative, educative
and entertaining programs beside Local News. Being a city based entertainment
concern, also flashes time to time extravaganza meets, intercollegiate dance
competitions, housie and children shows with steam of talented participants. In
the heart of India has already emerged popular among masses and has a viewer
ship of 80 % of Nagpur Population with an expansion plan in hand and 60% of
Vidarbha Region. Cable broadcasting of Nagpur City is setup consultancy in
satellite field while understanding pulse region, market potential and need
of time to provide the guidance from space work to optimizing cable TV
58 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
project Beside it, Nagpur concern is also authorized distributor for star channels
i.e. ESPN, star sports, Star Cricket, Star Movies, Star plus, Star News , Star one ,
Star Word, Star Gold, NGC, Star Vijay and VTV for the whole Vidharbha region
covering 12 districts. Cable and DTH specialization and involvement in satellite
cable field has always excited the senses of Nagpur contemporaries for adaption
of latest housing technology to achieve maxima in minima economy. The
achievement in satellite cable TV field mainly possible for Cable and DTH
Operators due to customers and cable TV operators timely feedback it would not
be possible for Nagpur Cable broadcasting operators to reach to this extent and
caber much more peak in future without the association and blessing of
companies, customers and cable operators of the region.
In order to extend connectivity of Nagpur Cable TV services from Nagpur to other
districts and to taluka, it required fiber on lease on annual basis for that purpose
dark fiber taken on lease from RAILTEL CORPORATION OF INDIA LTD. Apart
from this Nagpur City have expanded reach to Major Districts and Nagpur
Districts Tahasil Places of to name a few: Akola, Chandrapur, Wani, Dhamangaon,
Bhandara,Yawatmal,Hinganghat, Manjri, Ghuggus, Chandur Railway, Ballarpur,
Kamptee, Kanhan, Saoner, Hingna, Ramtek, Parshioni, Buttibori, Mauda, Umred,
Gondia, Tumsar, Amarawati, Pauni, Bhiwapur, Nagbhid, Gadchiroli & Brahmapuri
also in pipe line are Katol,
Narkhed,
Others.
Kalmeshwar,
&
Maximum number
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
maximum number of channels being carried any by the reported MSOs is 100
channels. At the end of March 2013, total number of permitted private satellite
TV channels registered with Ministry of I & B, as obtained from its website, is 828.
There are 184 pay TV channels which have been taken on records in respect
of their rates as on Mar-13. These 184 channels are being broadcasted and
distributed by respective broadcasters or their authorized agents or
aggregators. The list of broadcasters and distributors of pay TV channels along
with the reported rates of pay channels. Nagpur has adopted DVB-T system for
digital television in July 1999 The first DVB-T transmission was started on 26
January 2003 by Doordarshan. Currently the terrestrial transmission is available
in both digital and analog
formats. 30 high power DVB-T
transmitters were set up in the
top 3 cities, which were later
upgraded to DVB-T2 + MPEG3
and
DVB-H
standards.
An
cities of the country by 2017. The Nagpur telecom regulator, TRAI, had
recommended the I&B to allow private broadcast companies to use the DTT
technology, in 2005. So far, the Indian I & B ministry only permits private
broadcast companies to use satellite, cable and IPTV based systems.
Direct to home has made an Indian entertainment technology to the point where
it can able to competitive with foreign technologies offers different types of
satellite channels through digital signals. It doesnt need wire connections as like
to any cable operator, DTH services operate through digital signals that are
famous providing unique services with various facilities and features comprises
60 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
strong sound systems, clarity of picture along with other types of features
including library rooms, newspaper section, games section, cookies sections and
lots more that proves to be one of best home entertainment kit at affordable rates
and prices. It is very to afford an entertainment expenses with DTH services
where subscribers need to pay on paid channels system on like with cable
operator. Users only need to pay for those channels in which they are interested.
This is only reason Consumer find DTH Dish TV in every corner of the Nagpur
City. The scenario started changing from the 2003, when DTH in India began
opening up its market slowly through economic liberalization. The policy played
a
huge
impact
on
the
development of entertainment
technology of India. The Nagpur
entertainment industry got a
boost through its technology
reform
in
2011
and
again
services
in
India
has
changed completely. DTH technology is one of the reputed and popular digital TV
transmission platforms of Nagpur city that operate on different types of digital
satellite signals. Today, Consumer will find DTH dish tv compact satellite dishes
perched on the rooftops in every section of the Nagpur city. six major DTH
providers namely TATA sky DTH, DISH TV DTH, DD-direct, zee dish tv, sun tv
DTH and reliance DTH services. All these providers offer quality services with
unique features. Facilities, services, rates and prices vary from one DTH provider
to another, where DOORDARSHAN DTH services and RELIANCE Big TV, and DISH
TV DTH are famous for their long list of free satellite channels with quality sound
61 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
system and picture clarity where as zee DISH TV service offers maximum number
of 300 satellite channels including paid and free channels and TATA SKY tv is
famous for recording live TV and many more services are unique as Consumer
move from DTH provider to another. With its favorable and latest technology,
unique features, facility of internet access, digital satellites, stereophonic sound
effects, e-mail facility and many other facilities makes DTH as one of the popular
home theater kit in this modern world that able to achieve a total of over 5
million subscribers across the nation. Therefore, it is recommended to all
subscriber and users to go through all the necessary information and different
features offered by different DTH providers in order to get true value of
Consumer money in Nagpur.
due
to
the
apex
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Figure 14:- Working and execution of DTH Business and services in Nagpur
1) Working and execution of DTH Business and services:
a) Service Offerings
The pay business model of satellite DTH has created a technical role for the DTH
service provider that has no counterpart in traditional advertising supported
terrestrial broadcasting.
64 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
i) Subscription TV:
The DTH providers offer channels on a tiered subscription basis that most
customers subscribe to a basic package of channels and one or more Packages of
premium channels, such as the HBO multiplex. Typically, the basic packages
include access to an on-screen electronic program guide and a number of audio
and only music channels. Specialty television subscriptions such as international
channels are available. Subscriptions are also offered for series of events, such as
all available games from a professional sports league.
65 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
1) DTH reseller:
It sells TV packages of other Pay-TV providers through its own distribution
channels. The DTH offer is branded like the original offer from the DTH operator
or co-branded. Value for the customer is based on additional services. The DTH
reseller does not broadcast or package, but has wholesale agreements with DTH
operators.
4) Own operation:
The telecom operator sets up an own satellite broadcasting operation either alone
or with a partner. All relevant business processes are fully controlled and managed
66 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
by the operator. The major prerequisite for setting up such an operation is the
operators ability to secure content and to provide customers with set-top boxes. It
is also essential to build and acquire the necessary infrastructure, mainly the head
end needed for broadcasting content to the relevant satellites.
6) Interactive Services:
The simplest interactive television services are not associated with any particular
video services: for example, an electronic program guide, or screens displaying
personalized and localized information, including weather, news, financial
information, lottery results, and so on. More complex interactive services are
integrated with program video and as a result require more complex
implementations. On-screen mosaics of multiple live channels and multi-camera
applications are examples of these applications. Special middleware receiver
software is responsible for interpreting the received data and displaying the
associated application. Due to the great complexity and the need for careful
management of receiver resources, the technologies deployed to date by satellite
DTH
operators
have
used
proprietary
middleware
implementations.
Considerable work has been done to create standards for interactive services,
and the ATSC ACAP standard and the Open Cable OCAP standard are
67 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7) Home Networking:
DTH providers newest services feature satellite receivers with integrated home
networking features, including support for connecting to a terrestrial broad-band
path such as DSL. Networked receivers enable digital television to be recorded on
one receiver and played on another. The linkage to the Internet permits
remote DVR scheduling over the Internet and applications such as the
transfer of electronic photos from cell phones to the familys home network.
Strategies and competition in the industry Competitors, Strategies used in the
industry, Porters generic strategies model, porters five forces model and
analysis using it, element of industry structure, porters value chain model
analysis, SWOT analysis, concept of generic value chain, concept of growth share
market matrix, company position . Competitors Every company has its own goal,
every company wants to achieve and full fill its goals, many companies like the
big players in the industry wants to grab most of the market share. Some of the
companies want to achieve 10million customer base by 2015 they are Dish TV,
Tata sky, Sun direct, BIG TV etc. The industrys objective is to achieve 60million
customers buy 2015 i.e., nearly 50% of the present existing customers.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
have 5x picture quality, High Definition Digital (HDD) surround sound, 1080P and
many more exciting features.
Tata Sky
Dish TV
Videocon D2H
Airtel Digital TV
Reliance Big TV
1) Tata Sky:
Being one of the top most DTH service providers in the nation, Tata Sky offers
quality service. The varied packages offered by them mostly include all major
channels, best HD (High Definition) options with picture clarity and good
audibility, which makes this brand the best DTH brand in India. They are the
first one to launch High Definition and personal video recorder.
69 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
2) Dish TV:
Dish TV, a sister concern of Zee, is one of the DTH market leader. This is the
best DTH brand to be chosen by a movie buff since it has dedicated 3 to 3
channels just for non-stop movies, where one can watch break free new and
old films. Presently they have 20 audio and 250 TV channels. Though this
service provider has got a huge network spread over the country still and are
the first DTH brand to have reached 80 lakhs of subscribers, but the fact that
they do not provide channels like NEO cricket as well as NEO sports, who for
the next 3 years, has the right to broadcast every match held in the country of
India.
3) Videocon D2H:
Videocon DTH brand has made their service unique by offering choice for the
built-in DTH device and video player with their company made digital TVs.
This feature is even compatible with other independent television sets as well.
70 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
cable subscriber to attach a set top box to their T.V., trough which customers will
get more channels and high quality too. Digitization is a four phase process where
four metros which include Delhi, Mumbai, Chennai and Kolkata had already got
their set top box on 31st October 2012. In the third phase all the remaining urban
areas of India has to go for digitization until 30th September 2013. In the fourth
and a last Phase all the remaining part of India has to attach digital set top box
before 31st December 2013.
DTH in Nagpur has been growing by leaps and bounds. The reason for the
tremendous growth of the DTH sector is the numerable features and
advantages that a DTH connection has over cable services. DTH connection
not only gives Subscriber the freedom to choose the pack but also gives
Subscriber superior quality. DTH connections have a large pool of channels from
which Subscriber can choose Subscriber favorite channels and enjoy them at a
low cost as compared to the Cable channels where Subscriber pay for channels
which Subscriber don't really watch.
and
magazines,
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
there are at least six of them competing with each other. Four among them are
popular among all. They are the TATA Sky, Videocon D2H, Dish TV and Airtel
Digital TV. These four DTH services have interesting tariffs to look at but
Subscriber need to know the pros and cons before Subscriber get one of those
installed at Subscriber home. Due to Rise of new age user devices in Nagpur city
Smart phones, tablets, PCs, gaming devices, etc. all form the foundation of a new
wave in media usage. This is gradually impacting the way content is being created
and distributed as well. Multiple media including TV, films, news, radio, music etc
are being impacted with this change. As Nagpur consumers evolve, there is a
heightened need to engage them across platforms and experiences. There is a
greater need for integration and innovation across traditional and new media,
with changing media consumption habits and preferences for niche content. The
progress made by DTH services in Nagpur City the good customer care that
it provides, it has helped this service to have a flying start. Most recently big
Bollywood heroes are making entries to display this product. The picture quality
of the digital TV is clear and the package is a great. Subscriber get free month's
rent for Subscriber first installation. There are many offers on this service and
Subscriber might be interested in choosing one of those because the clarity and
the picture that it brings are good.
Nice channel packages and good connectivity helps it to stand at the top position
in the market. This service provider is really a great competitor and an achiever
because he has got what he wanted. Many customers are willing to move from
other services to this. The Nagpur broadcasting market is on the verge of a
revolution. Since its inception in 2009, in this city Direct-To-Home (DTH)
TV industry has been growing at a rapid pace. The reason for high growth in
DTH subscriber base can be attributed to the fact that, quality of service
delivered by DTH is superior compared to cable or any other medium. As
73 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
where as the channels available on Cable services are analog channels. DTH
service providers are trying to give their customers as many channels as they can.
IN general cable operators do not offer more than 100 channels and charge the
same as a DTH service provider. Hence it is very practical for a TV Viewer to go
with DTH channels instead of Cable services. Along with Digital Channel quality
DTH services in Nagpur City are also strong with the regional content. A resident
of North India if moves to the Southern Part of India and he has a DTH connection
then he can enjoy all the channels that he used to enjoy in North India whereas if
he has a cable then he may or may not be able to enjoy the same content in South
India. DTH channels also have some advanced features like Digital picture quality
which can be viewed on Digital channels of DTH. Channels on a DTH connection
also have 5 times more picture clarity which enhances the TV viewing experience.
DTH in Nagpur has been growing by leaps and bounds.
The reason for the tremendous growth of the DTH sector in Nagpur is that,
the DTH connection not only gives Subscriber the freedom to choose the
pack but also gives Subscriber superior quality. DTH connections have a large
pool of channels from which Subscriber can choose Subscriber favorite channels
and enjoy them at a low cost as compared to the Cable channels where Subscriber
pay for channels which Subscriber don't really watch. The biggest advantage of
DTH is channels that they offer. DTH channels have better picture quality as
compared to the substandard Cable services. DTH channels have 5x picture
quality, High Definition Digital (HDD) surround sound, 1080i and many more
exciting features.
The subscribers who have enrolled for DTH Services have a lot of recharge
options to choose from. These options are monthly, annually, yearly, half yearly
and quarterly. The service of Direct-to-home television is escalating all over India
and the reason behind is the easy and quick setup, cut throat offerings and
75 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
interactive services. But the expansion has exploded the marketing messages and
noise, making it tricky to choose which is the best one out of hundred of those
available. Subscriber don't need to worry any more as this article will be helping
Subscriber to a great extent making it extremely easy to opt for one through
'decode DTH' and evaluating the offerings by DTH side by side. Presently, there
are six major DTH providers competing with each in the race of grasping
attention and thus growing business wise. Sun Direct, Airtel Digital TV, Videocon
D2H, Dish TV, Tata Sky and Reliance Digital TV are all facing really tough
competition with each another. Dish TV kicked off the DTH services, they were
the initial and supported from the untimely transporter advantage but Airtel
Digital TV was grown afterwards; they even present the superior technology and
supplementary channels. They are much violent and flexible and offer to the
customers a value for money. The service providers like the Airtel digital TV
usually offers its consumers a possibility to choose and even opt for the channels
people like to watch.
They can be recognized throughout the look of the picture, feel and quality and
also the breathtaking funny journey accessible in the home-entertainment kit.
The DTH is the perfect kit entertainment for home that depends on the modern
straight to home technology. This fastidious straight to Home service put forward
TV services straight to the subscribers anyplace in the Nagpur. In concern to the
wire-less machinery, the particular service broadcast programs straight to the
subscriber's television eliminating the order in concern to the cables. Tata Sky is
a top DTH service provider in India that offers DVD quality picture and the CD
quality sound along with the latest age interactive services. If Subscriber really
wants to experience the new revolution in the viewing of the television then
subscribe for it now. The Tata Sky satellite television service redefines the TV
viewing experience and the reason that can be given is that they offer Subscriber
76 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
the greater choice, convenience and control. Picture of the DVD quality and the
CD of the sound quality, better control with the Active services, enjoy the fixed
channel positions and consistent level of the volume along with the Professional
customer service. Tata Sky reviews have come out to be quite convincing.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
DTH
Dish TV
Videocon
D2H
Airtel
Digital TV
Reliance
BIG TV
TATA SKY
Sun
Direct
Package
Titanium Pack
Child Pack
Platinum
Gold
Silver
South Platinum
South Gold
South Silver
Gold Pack
Diamond Pack
Super Value
New Value
Economy
Mega
Ultra
Value Pack
Bronze Pack
Silver Pack
Gold Pack
Diamond Pack
Platinum Pack
Super Hit Pack
Super Value Pack
Super Value Kids
Pack
Super Saver Pack
Shine Pack+1 free
top up
North Jumbo
Pack
No. of Channels
193
190
Shine Pack+ 1 free
top up190
165
145
190
155
145
125
165
110
118
155
177
184
81
111
123
138
152
156
63
103
104
127
160
221
304
364
90+Taxes
135 + Taxes
180+Taxes
225+Taxes
270+Taxes
315+Taxes
160
200
225
124
130
275
120
30
300
210
125
312
190
125
150
275
78 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
S.N.
Features/
Vendors
Logos
Website
Dish TV
Tata Sky
Airtel
Reliance
Sun DTH
Videocon
D2H
http://ww
w.dishtv.in
http://www.
tatasky.com
http://www.air
tel.in/digitaltv
http://bi
gtv.co.in
http://www.
sundirect.in
http://www.v
ideoconD2H.c
om
Rs. 1390 with
75 days New
Diamond pack
free or 60
days Platinum
free
Rs. 990
Standard
Definition
(SD)
Equipment
Cost
Radio
Rs. 1290
Rs. 1390
or
(2 month any
pack free)
(3 month
service
free)
or
SD
Recorder
Rs.
1399 with
Rs. 1630
Rs. 1390
No
installation
cost
with 6 month
free service
(1 months
Any Pack)
Installation
Cost
Rs. 999
Rs.
1156 with 1
month free
service
Rs. 200
22 Radio
Channels
1 Month
Grand Sports
pack and 3
showcase
movies Free
Rs. 300
Free
Installation
Not Available
10 All India
Radio channels
- FM Gold, FM
Rainbow, AIR
Punjabi, FM
RainbowBangalore, AIR
Tamil, AIR
Ragam, AIR
Telugu, AIR
Bengali, AIR
Gujarati and
AIR Urdu.
Minimum
Plan
10 Audio
Channels
Rs. 210 /
Month for 157
Channels.
Rs. 200 /
Month
with 208+
Channels &
Services
Free
Installati
on
Rs. 165 /
Month with
89 Channels
& Services
or
Installation
charges extra
Rs. 300
Available
20 Active
Music
Channels
for Rs. 20 /
Month Extra
Rs. 123 /
Month
Rs. 132 /
Month for
102
Channels.
Details Not
Available for
total number
of Channels
Rs. 150 /
Month with
196 Channels
& Services
79 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Long term
Plan
Rs.
1366 for
12
months
Value
Pack (102
channels)
(1 month
free)
South Pack
Available
Available
Available
Available
Available
with
classification
of Tamil,
Telugu,
Kannada &
Malayalam
Active/Intera
ctive
Applications
Available
Available
Available
Available
Not Available
Available
Latest Movie
releases with
pay per
view /On
Demand
Service
Available as
Movies on
Demand
Available as
Tata SKY
SHOWCASE
Available as
Airtel Movies
Available
as Pay
Per View
Movies
Not Available
Available as
D2H movies
MPEG 3 quality
set top box.
Cheapest
Monthly
plan
Great
channel
offerings for
Regional
Channels
South
Indians
Televisions
and LCD
with inbuilt
set top box.
CINEMA Plus
pack where
South movies
are shown
without any
break
DVD player
with inbuilt
set top box.
Tamil and
Telegu HD
Services.
10
Unique
Selling Points
Cheap
Monthly
Plan
Active
Darshan for
religious
people
All
Doordarsha
n channels
available
Active
Games &
Festival
stories.
Topper channel
for 9th to 12th
std students.
MPEG 3
quality
set top
box
First
company to
bring DTH
to India.
Topper
channel for
9th to 12th
std students.
World-space
Radio offer is
no more
offered.
Universal
Remote
Maximum
number of
HD
Channels
Tie up with
Global
leader SKY
Network
Traffic
Updates
and ICICI
bank active
Mobile
STB for
Cars/Vans
80 |
Available
Free Lifetime
Warranty.
11 languages
user interface
iPhone/iPad
App and
Remote
Control
12 Picture in
Picture (PIP)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Tata SKY HD
for
Rs. 3050.
High
Definition
(HD) Box
11
Not
available
without
recorder
Airtel HD for
Rs. 2390
No
Installation
cost. 2 month
state pack
and HD
GOLD Free
Sun Direct
HD for Rs.
2930 with 2
month free
service
(South)
HD Satellite
Box with 3D
for Rs.
1690 with 3
month New
Gold
Sports+35
days of HD
Globe Free
or
or
Installation
and Activation
charges Rs.
1000 extra
Rs. 2790
Rs.
3690 with 6
month free
service
(South)
HD
Box for
Rs. 2590
with 3
month
HD
service
Free
Dish True
HD for
High
Definition
(HD) Box
with
Recording
facility
12
Rs. 2290.
Tata Sky
HD+gives
pause,
replay,
recording
option. You
can record
from
Remote,
Mobile or
Internet.
Available for
Rs. 3990/-
Installation
Charges
extra and 1
month HD
pack free
HD Box can
Record
Programs
up-to
13
81 |
Unlimited
recording
on USB. You
have to
spend
additional
money on
USB
storage.
625 Hours
Airtel offers HD
DVR Recorder
at
5 months for
non-South
pack
Reliance
Big HD
DVR is
available
for Rs.
3390/-
Available for
Not Available
Rs. 3390 /-
or
Rs. 3990/-
Rs.
3790/with 3
month
HD
service
free
Installation
Charges
Rs.500 extra
550 Hours
200
Hours
Not
Applicable
200 Hours
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
True HD
Royale pack
for Rs.
550 per
month with
276 + 33
HD
Channels/S
ervice
HD Channel
Service
Charge
14
15
True HD
Premiere Pa
ck for Rs.
350 with
261 + 27
HD
Channels/S
ervice
Discovery
HD, Nat Geo
HD, Zee
Cinema &
Zee TV.
Event based
sports in
HD.
Discovery
HD, Nat Geo
HD, Star Plus
HD, Star
Movies HD,
ESPN HD,
Star Cricket
HD &
Showcase.
Event based
sports in HD.
30+ HD
Channels
Assures
there will be
more HD
services
soon.
HD Channels
offered
More
details
about
Channels
82 |
HD Gold Pack
Rs. 75 per
month for
currently
available 8
HD channels.
Rs. 81 /
Month for
Ultra
Sharp
Ifor Rs.
55 /
Month for
Nat Geo
and
Movies
Now HD.
HD Plus.
Ultra
Sharp II
for Rs.
83 /
Month for
Nat Geo
HD,
Movies
Now HD,
Star
Movies
HD, Star
Plus HD,
Star
Cricket
HD, ESPN
HD
HD World
for Rs. 55 /
Month for Nat
Geo HD,
Discovery HD,
Movies Now,
Travel XP HD,
Active HD 3d
Movies Now,
Star Plus HD,
Star World HD,
Star Movie HD,
National
Geographic HD,
History TV HD,
Star Gold HD,
Colors HD,
Discovery HD,
UTV Stars HD.
I-Concert
HD (Free
for
limited
period)
Movies Now,
Nat Geo
HD,
Movies
Now HD,
Star
Movies
HD, Star
Plus HD,
Star
Cricket
HD.
Others
are not
HD but
Like HD.
Don't get
fooled
with 250
HD
like Chan
nels.
Recharge
options for
HD not
available on
site.
HD Globe
for Rs. 110 for
Nat Geo HD,
Discovery HD,
Movies Now
HD, Travel XP
HD, ESPN HD,
Star Cricket
HD, Star Plus
HD, Star
World HD,
Star Movies
HD, Star Gold
HD, Colors HD
Discovery
HD, Nat Geo
HD, Tamil
HD Movies,
Telegu HD
Movies.
Movies Now
HD.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
16
Multiple TV
connections
Yes
Yes
Additional TV
for Rs. 135. You
can use the
same Channel
package on
additional TV.
Discount
of 50% of
parent
connectio
n
orRs.150(
whicheve
r is
higher)
Details Not
Available
Details Not
Available
Table 8:- All schemes and packages of all DTH companies in Nagpur
83 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-3
Conceptual
Framework of
Marketing Strategy
and consumer
behavior
Doing business without advertising is like
winking at a girl in the dark. You know
what you are doing, but nobody else does.
~Steuart Henderson Britt
84 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-3
Conceptual Framework of Marketing
Strategy and consumer behavior
3.1 Introduction about strategy:
There is considerable confusion in management literature regarding the various
terms used in strategic management. A recent survey by the American
Management Association revealed that respondents found it difficult to define
policy, and differentiate between strategy, policy and objectives, further
compounding the difficulty. According to Andrews, strategy, policy and
objectives embrace a range of statements from the broad and important
to narrow and unimportant. Policies get merged into procedures and
procedures into rules. Strategies get blended into tactics, resulting in an endmeans continuum. This can be illustrated by the following example. Suppose a
company decides upon a sales growth of 35 per cent and desires to achieve this
by acquiring other companies, instead of introducing new products. Acquisition
in this case can be considered as a strategy chosen by the company. The company
will then have to decide on the size of the firm to be acquired. If it decides on
acquiring a small company, this becomes the objective.
85 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
from
those
affected,
that
shows
its
objectives and goals, reduces the key policies, and plans for achieving these goals,
and defines the business the company is to carry on, the type of economic and
human organization it wants to be, and the contribution it plans to make to its
shareholders, customers and society at large. It is the result of choices executives
make, on where to play and how to win, to maximize long-term value. Strategy
becomes ever necessary when it is known or suspected there are insufficient
resources to achieve these goals. Strategy is also about attaining and maintaining
a position of advantage over adversaries through the successive exploitation of
known or emergent possibilities rather than committing to any specific fixed plan
designed at the outset.
We have heard about the term strategy, the following is the outline of what
strategy means: First, we need to look at the different views and opinions
expressed by leading thinkers in the field of business strategy.
86 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
increases. Marketing strategies are dynamic and interactive. They are partially
planned and partially unplanned. See strategy dynamics. Marketing strategy
needs to take a long term view, and tools such as customer lifetime value models
can be very powerful in helping to simulate the effects of strategy on acquisition,
revenue per customer and churn rate.
A plan or course of action or a set of decision rules forming a pattern or creating a
common thread, The pattern or common thread related to the organizations
activities which are derived from its policies, objectives and goals, Related to
pursuing those activities, which move an organization from its current position to
a desired future state. We have looked at a few practical illustrations in the
previous section, which are aimed at developing an understanding of strategy and
at some representative definitions of strategy, in this chapter. Lets take an
example to focus more on strategy: Strategy defines a framework for guiding the
choice of action. Some time we may ask, What is Coca-Colas strategy to go on to
become a market leader? A marketing strategy is a process that can allow an
organization to concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. A marketing
strategy is most effective when it is an integral component of corporate strategy,
defining how the organization will successfully engage customers, prospects, and
competitors in the market arena. It is partially derived from broader corporate
strategies, corporate missions, and corporate goals. As the customer constitutes
the source of a company's revenue, marketing strategy is closely linked with
sales. A key component of marketing strategy is often to keep marketing in line
with a company's overarching mission statement.
Strategy is the fundamental pattern of present and planned objectives, resources,
developments and interactions of an organizations with markets, competitors
89 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
and other environmental factors for this reason , a good strategy should always
specify;
1. What is to be accomplished?
2. Where the product, market, or industries those are to be focused?
3. How the resources and activities that will be allocated to each market/
product to gain sustainable competitive advantage?
Marketing is a process for analyzing, planning and managing the organizations
resources while identifying and serving current and potential client group and
their needs profitability.
Reason for developing marketing strategy to mention that company managers
choose to introduced and / or reemphasizes marketing strategy for a number of
reasons, which may range from personal interests to corporate policies. However
the reason usually centers around an opportunities or an identified problem that
the company management needs to explore. For example:
1. Introducing new products or services
2. Expanding into new markets.
3. Differentiating products or services.
3. Revitalizing products, services or markets.
5. Deleting or de-marketing product or service
6. Responding to a drop in sales or profits.
7. Evaluating financial or legal risks of opportunities.
8. Enhancing company image, brand or reputation.
Strategic marketing planning are documents that outline in detail the
marketing strategies which will help a company, product or brand
accomplish its overall business objectives. Comes up with a proactive new
dominant logic for the field of marketing It questions the differences between
90 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
the marketing of goods and services. Some of the main arguments made by these
authors are the following;
1. Material goods are only distribution mechanisms for service distribution.
2. Knowledge is the fundamental source of competitive advantage.
3. All economies are service economies.
3. The customer is always a co-producer.
Relationships as a focus on marketing aids in the understanding of consumer
needs and wants, which is useful to implement profitable exchanges. Relationship
marketing helps customizing solutions to important customers, more efficiently
than otherwise, knowledge and application of relationship marketing helps in
achieving customer satisfaction ,customer retention and customer acquisition.
Relationship marketing is a tool of furthering the customer understanding
and interactive processes. Relationship marketing outputs can thus be usefully
used, as inputs in product design and development, want identification,
improving selling systems, pricing strategies. It is one of the supports to
systematic action setting in competitive marketing strategy. the traditional
marketing mix has been defined as a set of controllable instruments to manage
the uncontrollable and dynamic marketing environment and consist of four major
element price, product, promotion or marketing communication and place.
There is an over emphasis on price and product as marketing instruments and an
under emphasis on place and promotion. A danger exists that organizations will
there for make a misallocation of organizational resources between the four
marketing mix instruments.
Marketing Strategy encompasses selecting and analyzing of the target market/s
and creating and maintaining an appropriate marketing mix that satisfies the
target market and the organization. Marketing Strategy articulates a plan for the
organizations resources and tactics to meet its objectives. Organization must not
91 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
pursue strategies that are not consistent with their objectives or that would
stretch significantly their resources. A products value is chosen, provided and
communicated to the consumer. The upper management will choose the value for
the product by segmenting the market, choosing the target market and
positioning the product i.e. Marketing Strategy. Then the lower level management
will provide and communicate the value to consumer, Tactical Marketing, using
the four Ps (Place, Promotion, Product and Price).
92 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
other feature and as a result, can charge a higher than average price. It can be
used to pursue either a broad or narrow target market. The advantages of
differentiation strategy are the creation of brand loyalty and higher profit
in the short-term and long-term. Its disadvantage is risk as great loss can be
incurred if consumers do not like the product or service.
a) Basic theory:
1) Target Audience
2) Proposition/Key Element
3) Call to Action
93 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
analysis studies
the
attractiveness
and
the
dynamics
of
special market within a special industry. It is part of the industry analysis and
thus in turn of the global environmental analysis. Through all of these analyses
the opportunities, strengths, weaknesses and threats of a company can be
identified. Finally, with the help of a SWOT analysis, adequate business strategies
of a company will be defined. The market analysis is also known as a
documented investigation of a market that is used to inform a firm's
planning
activities,
particularly
around
decisions
of inventory,
3.3.3 Segmentation:
Among the most widely used bases are; Demographic (age, income, gender,
occupation) Geographic (nation, region of country, urban / rural) Life style As
part of segmentation and target market selection process, the firm has to play out
scenario, i.e. consider the question; if we pursue this segment, how would we
approach it and how would we want potential buyers to see us? The answer
should be formalized in a positioning statement which specifying the position
the firm wishes to occupy in the target customers.
94 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
3.3.4.1 Product
Product decisions starts with an understanding of what a product is, viz the
product offering is not the thing itself, but rather the total package of benefits of
names e.g. the total product concept, the argument product, or the integrated
product. For marketing strategy development purpose, the product has to be
considered from the point of value delivered to the customer. Value can be
delivered simultaneously by a number of vehicles. Testing with consumers can be
done via a number of procedures e.g. surveys, taste tests, simulated test markets,
and actual test markets for consumer goods and beta tests for industrial goods.
Testing is appropriate not only for the product itself but also for the supporting
elements of the marketing mix, such as the communication strategy and price.
95 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
3.3.4.2 Place:
The eight generic channel functions which serve as a starting place for assessing
needs in a particular context. Information, customization, quality assurance,
size, assortment, viability, after sales services and logistic Customer driven
system assessing the channel structure and management mechanisms that
will best perform the need function.
The two major decisions in channels are;
1. Channel design: - which involve both a length and breadth issue.
2. Channel management: what policies and procedures will be used to have the
necessary functions performed by the various parties?
3.3.4.3 Promotion:
The marketing communication mix is potentially extensive, e.g. including non
personal elements such as advertising, sales promotion events, direct
marketing, public relations, packaging, trade shows, as well as personal
selling. Advertising is limited in its ability to actually close to the sales and
make a transaction happen, sales promotions may be an effective device to
complement the favorable attitude development for which advertising is
appropriate, A sales promotion includes things such as samples, coupons, and
contests. These are usually most effective when used as a short term inducement
to generate action. The three major types of sales promotions are consumer
promotions, trade promotions, and retail promotions.
The combination of the three Ps product, place, and promotion determine the
target customers perception of the value of the firms product in a given
competitive context conceptually, this perceived value represents the maximum
price which the customer is willing to pay. This should be the primary guide to
pricing the product. Once the firm has created value for customers, it is entitled to
96 |
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
capture some of that value for it to fund future value creation efforts. This is the
role of effective pricing.
3.3.4.4 Price
In most situations, cost should act as a floor on pricing. In some circumstances, a
firm intentionally sells at a loss for a time to establish a position in the market ,
belt it is often difficult to increase prices later due to the customers use of the
introductory price as a reference point. There are basically two pricing strategy
as skimming and penetration pricing strategy. In penetration pricing, the firm
sets a lower price to generate lots of sales quickly. This leaves money on the table
with the high value customers, but is designed to preempt competition and gain a
significant number of customers early on. The appeal of a penetration strategy
increases to the extent that
(1) Customers are sensitive to price
(2) Economies of scale
(3) Adequate production capacity is available
(3) There is threat of competition. In skimming strategy, the focus is on those
customers with high value skimming the cream off the top of market.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
3.4.2. Differentiation
Differentiation is refers to when a organization provides unique benefits to the
users through product innovation. This is to increase the probability of the media
users to choose the product. A media organization with a target user loyalty can
concentrate more on how to fully meet the target users needs rather than on
product cost saving.
3.4.3 Focus
Focus strategy is also known as a 'niche' strategy. The clutter of ads has now
spilled out on the number of channel availability due to which people are spoilt
for choice. Thus Niche channels are the only way to maintain viewer loyalty.
Porters Model is considered an important part of planning tool set. When youre
clear about where the power lies, you can take advantage of your strengths and
can improve the weaknesses and can compete efficiently and effectively. Porters
model of competitive forces assumes that there are five competitive forces
that identifies the competitive power in a business situation.
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
the
consumer
and
society.
It
blends
elements
from psychology,
A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
(u) Sales
(v) Product/Brand image
2. Social Factors:
a) Consumer wants, learning, motives are influenced by opinion leaders, person's
family, reference groups, social class and culture.
b) Opinion leaders are people within a reference group with special skills,
knowledge, personality, or other characteristics that can exert social influence on
others.
c) Buzz marketing enlists opinion leaders to spread the word. Social networking
is a new form of buzz marketing. Eg: Facebook, Twitter
101 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
3. Psychological Factors:
A person's buying choices are further influenced by four major psychological
factors: motivation, perception, learning, and beliefs and attitudes.
Maslows Hierarchy of needs, People are driven by particular needs at particular
times. Human needs are arranged in a hierarchy from most pressing to least
pressing.
4. Personal Factors:
Personal factors include Age and life cycle, Occupation, Economic situation,
Lifestyle, Activities, interests, and opinions, Brand personality. A buyer's
decisions also are influenced by personal characteristics such as the buyer's
age and lifecycle stage, occupation, economic situation, lifestyle, and personality
and self-concept. People change the goods and services they buy over their
lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. A
person's occupation affects the goods and services bought. Blue-collar workers
tend to buy more rugged work clothes, whereas white-collar workers buy more
business suits. People coming from the same subculture, social class, and
occupation may have quite different lifestyles.
102 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-4
REVIEW OF
LITERATURE
103 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-4
Review of literature
4.1 Introduction:
A literature review is a body of text that aims to review the critical points of
current knowledge and or methodological approaches on a particular topic.
Literature reviews are secondary sources, and as such, do not report any new or
original experimental work. Most often associated with academic oriented
literature, such as theses, a literature review usually precedes a research
proposal and results section. Its ultimate goal is to bring the reader up to date
with current literature on a topic and forms the basis for another goal, such as
future research that may be needed in the area.
A well structured literature review is characterized by a logical flow of
ideas current and relevant references with consistent, appropriate
referencing style, proper use of terminology and an unbiased and
comprehensive view of the previous research on the topic. Direct-to-Home
(DTH) satellite television is becoming a buzzword in the satellite broadcast
industry due to the fact that DTH offers immense opportunities to both
broadcasters and viewers. Thanks to the rapid development of digital technology,
DTH broadcast operators worldwide have been able to introduce a large number
of new interactive applications in the television market besides a large number of
entertainment programmes over a single delivery platform. In addition, since
digital technology permits a highly efficient exploitation of the frequency
spectrum, the number of TV channels that can be broadcast using digital
technology is significantly higher than with analogue technology. The increased
104 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
106 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
worth INR 103 Billion in 2012. Increasing role of the government to support FDI
in India and technological innovation will also drive the industry.
Dutt and Sundram (2003) studied that in order to boost communication for
business, new modes of communication are now being introduced in various
cities of the country. Cellular Mobile Phones, Radio Paging, E-mail, Voice-mail,
Video, Text and Video-Conferencing now operational in many cities, are a boon to
business and industry. Value- added hi-tech services, access to Internet and
Introduction of Integrated Service Digital Network are being introduced in
various places in the country.
Indi-Quest Research (2010) the cable operators in India have had a free run
enjoying themselves in a market bereft of competition. Suddenly the game seems
to have changed for them with the Direct to Home (DTH) players thronging the
market one after the other. The DTH segment has endeared itself to consumers.
According to a TAM Annual Universe Update- 2010 study, 80 percent of the 135
million TV-owning households are subscribed to Cable & Satellite connections. Of
this subscriber base, one in every five households has a digital connection. Going
further, India is set to overtake the US as the largest DTH market in the world by
2012 according to a Reuters report. By 2013, the number of DTH subscribers in
the country is expected to reach 35 million and by 2020, 58 million. During the
same period (2013), the report projects cable operators to have a market share of
around 70 percent, which is expected to fall to 63 percent by 2020.
Shushmul Maheshwari Since its inception in 2003, Indian Direct-To-Home
(DTH) TV industry has been growing at a rapid pace. This growth has been
supported by huge investments by the existing and new players. Defying the
global trend of economic crisis, DTH industry posted significant growth rates in
2008 and 2009. As per our new research report Indian DTH Market Forecast to
2012, the number of DTH subscribers is projected to grow at a CAGR of around
107 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
13% during 2011-2013. This growth can be attributed to the attractive choices
offered by the DTH service providers to subscribers.
Vinayak Bhambure (2011) The report is an earnest endeavor made to
understand the present market scenario of DTH industry and the market share
captured by the DTH service providers like TATASKY, Dish TV, Airtel Digital TV,
BIG TV and SUN DTH in navi mumbai area. During the survey the requirement
was to see the coverage by these DTH providers and find out views and opinions
of the potential and loyal retailers and consumers so that they could maintain the
market position in the existing business.
Mahesh Patel and Mitesh Patel(2012) Growing middle class, media exposure
and changing lifestyle of Indian population has put India in global pie as a
promising market for a business houses to enter and flourish and DTH is not an
exception. Future growth in this industry is largely depended on the players
ability to provide customized services which requires a deep understanding of
consumer perception and satisfaction for DTH services. The basic objective of the
study is to undertake a comparative study of consumer satisfaction and
perception of urban and rural consumer for DTH services. Studies related to
technological up gradation in Indian DTH Sector.
Service
Lifecycle
Management
Approach:
Strong
Customer
Benefits of SLM are compelling and attainable. Companies that lag behind without
implementing this, will suffer from reduced profitability and increased
competition from service-oriented companies that embrace SLM concepts in their
businesses.
Berry and Parsuraman (1991); Bitner (1995); Crosby and Stephens (1987);
Crosby,et al. (1990); Gronroos (1995)62 the de-intermediation process and
consequent prevalence of CRM is also due to the growth of the service economy.
Since services are typically produced and delivered at the same institutions, it
minimizes the role of the middlemen. A greater emotional bond between the
service provider and the service users also develops the need for maintaining and
enhancing the relationship. It is therefore not difficult to see that CRM is
important for scholars and practitioners of services marketing.
M-CRM: the Possibility to Deliver an Outstanding Customer Experience in
the Travel and Tourism Industry, by Volker Lemberg and Alex Cruz focuses
on the travel and tourism industry. The article discusses the emergence of new
acronym-m-CRM (Mobile Customer Relationship Management). It also discusses
in detail the relevance of mobile commerce for customer management in the
travel industry. The article reflects on how companies are implementing mCommerce solutions and suggests an effective approach. All m-Commerce
applications, information, promotion, transaction, payment and customer care
now have a data collection and customer interaction point on the mobile phone.
M-CRM enables the travel and tourism industry to support its customers in all the
steps of the travel value chain.
111 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
other environmental factors. (Mullins, Walker, Beyd & Larreche, 2002 )72 for
this reason , a good strategy should always specify;
1. What is to be accomplished?
2. Where the product, market, or industries that are to be focused.
3. How resources and activities that will be allocated to each market or product?
To gain sustainable competitive advantage, Marketing is a process for analyzing,
planning and managing the organizations resources while identifying and
serving current and potential client group and their needs profitability.
Reason for developing marketing strategy Dirks & Danniel (1991)73 mention
that company managers choose to introduced and / or reemphasize marketing
strategy for a number of reasons, which may range from personal interests to
corporate policies. However the reason usually centers around an opportunities
or an identified problem that the company management needs to explore. For
example:
1. Introducing new products or services
2. Expanding into new markets.
3. Differentiating products or services.
3. Revitalizing products, services or markets.
5. Deleting or de-marketing product or service
6. Responding to a drop in sales or profits.
7. Evaluating financial or legal risks of opportunities.
8. Enhancing company image, brand or reputation.
According Armstrong, Kotler, Cunningham & Mitchell(2003) strategic
marketing planning are documents that outline in detail the marketing strategies
which will help a company, product or brand accomplish its overall business
objectives.
112 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
The article published by vargo and lusch (2003)75 in the journal of marketing
comes up with a proactive new dominant logic for the field of marketing. It
questions the differences between the marketing of goods and services. Some of
the main arguments made by these authors are the following;
1. Material goods are only distribution mechanisms for service distribution.
2. Knowledge is the fundamental source of competitive advantage.
3. All economies are service economies.
3. The customer is always a co-producer.
According to Nagasimha kanagal (2006)76, relationships as a focus on
marketing aids in the understanding of consumer needs and wants, which is
useful to implement profitable exchanges. Relationship marketing helps
customizing solutions to important customers, more efficiently than otherwise,
knowledge and application of relationship marketing helps in achieving customer
satisfaction ,customer retention and customer acquisition, relationship marketing
a tool of furthering the customer understanding and interactive processes.
Relationship marketing outputs can thus be usefully used, as inputs in product
design and development, want identification, improving selling systems, pricing
strategies. It is one of the supports to systematic action setting in competitive
marketing strategy.
Author such as Stanton, Etzel & walker (1991;13), McCartly & Perrearelt
(1993;36) and Kotler & Armstrong (1997;52) agree that the traditional
marketing mix has been defined as a set of controllable instruments to manage
the uncontrollable and dynamic marketing environment and consist of four major
element price, product, promotion or marketing communication and place.
According to Donath (1999; 13) there is an overemphasis on price and product
as marketing instruments and an under emphasis on place and promotion. A
113 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
116 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-5
Research
Methodology
117 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-5
Research Methodology
5.1 Rationale of Study:
The tastes and preferences of every human being are changing time to time
according to the changing trends in every days life. The biggest changes occurred
in consumer products. New and innovative technology has used to satisfy the
consumers. In this content the study is taken up with the various DTH services
which have considerable share in the market. This study reveals the customer
perception towards DTH services in Nagpur city and it also helps to analyze
the competition exist in the market regarding DTH services. The study is
focused on the five kinds of DTH services exist in Nagpur namely; Tata sky, Dish
TV, Big TV, Videocon D2H. The task of the study is to know the preference of the
users in Nagpur City among these various services.
Various tools used to analyze the data. Direct To Home Service markets have
changed dramatically in recent years. Customers in many countries who used to
have only one service provider now have a wide variety to choose from. The fight
to attract and keep customers has resulted in the development of marketing
strategies. The DTH companies are developing a mix of marketing tools to
establish and build profitable customer relationship, we focus on the need
for companies to be market oriented by building up the ability to manage
networks, The direct-to-home (DTH) TV industry has been witnessing
tremendous growth since the past few years. This growth has been supported by
huge investments by the existing as well as new players. The DTH market
acquired around 30 Million subscribers by the Quarter end of 2014, an increase
118 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
of approximately 50% over 2009. The entry of new players in the Indian DTH
industry is intensifying competition. Due to this intensified competition,
installation prices are declining and subscribers now have a wide range of
options. The reason for this high growth in DTH subscriber base can be attributed
to the fact that quality of service delivered by DTH is superior compared to cable
or any other medium. As DTH TV industry is currently in the phase of growth, it is
expected to attract a large number of subscribers in near future. .
A service has been defined as Any act or performance that one party can offer to
another that is essentially intangible, and does not result in the ownership of
anything (Kotler; 2004). Unlike physical products, service product cannot be
seen, fasted, felt, heard, or smelled before they are bought (Parsuraman; 1985)
DTH in India looks great, there is a tremendous potential for direct to home
broadcast in this market and it is projected that from 2008 till present there
would be around 2.5 million DTH subscribers in India. This figure is likely to
increase due to the increase in TV and Cable households and also the growing
multiple TV households, which would form a large percentage of the total
subscriber base. The growing popularity of TV as a communication medium has
resulted in the TV media sectors undergoing a rapid transformation. Also when
DTH transmissions start DTH can help in narrower targeting of satellite delivered
services, rather than a single regional service allowing programming to be more
directly geared to the interests, language and culture of the particular audience,
as well as providing a vehicle that integrates and offers locally produced and local
language material. The research contains comprehensive information about DTH
service providers in Nagpur, with a focus on in-depth analysis of their strengths
and weaknesses. It also explains the reason due to which, all the incumbent
players have been investing huge amounts in the promotion and marketing of
119 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
DTH services in the city. Marketing strategies could serve as a benchmark for the
anticipated future growth of the Nagpur DTH market.
Amanjyot Singh.et.al.;(2005) conducted a study titled Customer satisfaction
and quality audit report of Escotel mobile communication limited and suggested
that for maximizing the service quality in service industries the relationship
between the dealers and customers should be strong and pricing should be
constantly reviewed. Apart from this, the report will also help clients to recognize
and identify the factors that will drive the city DTH market in the coming years.
This research also studies the consumer behavior of Nagpur people and
elaborates various factors that will enable people to switch into DTH in the near
future. All its sub-markets Attention therefore focuses on the general trends in
retail, dealing and television broadcasting markets, with a more in-depth
examination of the most important locations in Nagpur. The study rounds up with
a discussion about realtors and consumers of Nagpur for DTH Services as
purchase and consumer behavior regarding it. The DTH is no longer limited to the
large metropolises of India but now permeated to the burgeoning smaller towns
and cities. These emerging centers of growth contributed to India's booming
economy.
As Gronroos,C. (2006) suggested the customers perceived good service quality
using six criteria, as follows; professionalism and skill, attitudes and behavior ,
reliability and trustworthiness, recovery(correction, ability), reputation and
credibility. Marketing communication is defined as all strategies, tactics, and
activities involved in getting the desired marketing messages to intended target
markets, regardless of the media use. The mix includes advertising, personal
contact, publicity and public relation, sales promotion, instruction materials and
corporate design. This research is to test the effectiveness of various tools and
element of marketing mix and marketing strategies to the domain of DTH service
120 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
providers. The Nagpur DTH sector hold huge potential for growth because of
numbers of growth drivers existed in Nagpur DTH service market. So this study is
conducted by the researcher to study about what kind of Marketing strategies,
Product and service innovation, Up gradation of services and promotional
schemes applied by DTH companies and to find out impact of all these activities
on behavior of the consumers to understand the complex behavior of the
consumers regarding DTH services in Nagpur. In this study the researcher also
emphasizes on importance of lifestyle and its impact on the buyer behavior while
subscribing a DTH Services and purchases its connections
subscriber is high. Hence, there is a vast scope for research in this area to
know about attractive factors and technological impacts of DTH services. So
this study on the Nagpur city consumer behavior towards the DTH services has
been undertaken in this area.
companies try to woo and retain customers for longer period of time. For which,
trust and commitment are key variables to maximize the average revenue per
user. Impact of technology
Impact of FDI flows Companies are spending heavily on acquisition and retention
of subscribers. To what extent, different DTH services providers are able to build
long term relationship require further analysis.
DTH services shows impact of changing technology, innovation, and changes in
life style over the subscribers of Nagpur and uncover the truths of DTH
marketing and finding out the expectations of consumer to make revolutionary
decisions regarding innovation in DTH services.
In Nagpur city DTH Companies are spending heavily on acquisition and
retention of subscribers. To what extent, different DTH services providers are
able to build long term relationship require further analysis.
Consumer behavior about DTH services in Nagpur this research allows for
improved understanding and forecasting concerning not only the subject of
purchases but also purchasing motives and purchasing frequency of DTH
services .The central role of marketing in the enterprise stems from the fact
that marketing is the process via which a firm creates value for its chosen
customer. Value is created by meeting customer needs and in this study; this
study will gives information regarding schemes, packages and problems about
DTH services which will helpful to find out innovative steps for DTH
companies, retailers and dealers to serves worth of money to their subscribers.
Consumer behavior research attempts to understand the buyer decisionmaking process, both individually and collectively. It studies individual
consumer characteristics such as demographics and behavioral variables in an
attempt to understand Nagpur peoples wants about DTH Services.
123 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
124 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
125 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
and towns. Home entertainment in Nagpur was never the same after the entry of
cable television. For a long period of time Local Cable Operators (LCOs)
dominated the market although they did not provide good programme quality
and signal transmission to subscribers. The emergence of Direct-to-Home (DTH)
option in 2003 threatened the dominance of LCOs giving them a tough
competition. DTH operators did not have the critical mass of subscribers to
sustain their operations. This research provides the scope to explore the
market for DTH in Nagpur City and to find awareness, purchase intention of
DTH Connection or services and the various challenges faced by DTH
operators in an unorganized cable TV market. The research process begins
with the problem discovery and identifying the problem, which is the first step
towards its solution. The formulation of the problem is often more essential than
its solution. The problem statement contains the hidden need for the research
project. The problem is usually represented by a management question which is
followed by a more detailed set of objectives as embodied in the coming pages of
this chapter.
126 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
5.4.3.1Null Hypothesis:H0.Nagpur City Subscribers are not satisfied with overall service quality of
DTH services.
H0.Good picture Quality of DTH services do not motivates purchase
decision of consumer.
127 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
128 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
5.4.5 Sampling:
Sampling is concerned with the selection of a subset of individuals from within
a statistical population to estimate characteristics of the whole population.
Advantages of sampling are that the cost is lower and data collection is faster
than measuring the entire population. Sampling plan is a detailed outline of which
measurements will be taken at what times, on which material, in what manner,
and by whom. Sampling plans should be designed in such a way that the resulting
129 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
goals,
to be
answered thus
this factors are taken for targeting population to collect data which can be
verified and then passed on to the execution and analysis of Data level stage.
130 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
population
means
"the
in survey research, but this is only one of many possible definitions of population.
The word universe is sometimes used in survey research, and means the same in
this context as population. The unit of population is whatever Subscriber is
counting: there can be a population of people, a population of households, a
population of events, dealers, retailers, transactions, and so forth. Anything
Subscriber can count can be a population unit. But if Subscriber can't get
information from it, and Subscriber can't measure it in some way, it's not a unit of
population that is suitable for survey research. This target population is called as
universe or population of the study in research terms. The so called Universe for
this study has been Population of Nagpur City.
dealers and DTH service providers. This research adopts combination of primary
and secondary source of information. A sample is a part of the target population,
carefully selected to represent that population. Sampling studies are undertaken
in order to establish one or more population values and/or testing one or more
statistical hypotheses.
Size of sample
Retailers/Dealers
100 ( Judgmental )
Customers/Buyers
05 ( Personal Interview )
Total
1130
Actual Tab in Response
Retailers/Dealers
100 ( Judgmental )
Customers/Buyers
05 ( Personal Interview )
Total
1130
Table 9:- Size of sample
132 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Observation method
Interview method
Through Survey
133 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
researcher can understand their feelings and attitudes more clearly, and seek
additional information wherever necessary and make information meaningful.
Thats why researcher used interview technique to understand about consumer
behavior which is integral part of this study.
135 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
136 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Study of Nagpur city was limited to Nagpur city and its immediate
periphery taken into account the large-scale impact of DTH Marketing
strategies on this Consumer behavior.
ii.
iii.
iv.
v.
The study was concentrated more around the 5 years i.e. April 2009 March 2014 taking into consideration the Marketing Strategies adopted
by Direct To Home (DTH) services. Rest of period of 2014 is taken as
year of projection
vi.
137 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
vii.
viii.
The lack of knowledge and biasness of the retailers, dealers and buyers
about a particular company of DTH outside their scope may lead to wrong
analysis.
138 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-6
Marketing
Strategies adopted
By DTH Companies
Because
it
is
its
purpose
to
create
only
these
two
basic
functions:
139 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-6
Marketing Strategies adopted By DTH
Companies
100
6.1 Introduction:
80
60
East
The Direct-to-home
(DTH) subscriber base touching 25-million household
marks,
West
40
Northspots on
DTH service providers such as Dish TV are wooing advertisers by selling
20
0
their home screens
or integrating ads in various value-added services. Home
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
screen is the default channel that can be seen by a consumer when she/he
switches on the set-top-box (STB) before flipping to their favorite channels. In
recent times, PepsiCo, for instance, used DTH service providers to air its long
format advertisements showcasing Frito-Lay brand ambassador Saif Ali Khan
interviewing the potato chips brand lovers while liquor brand Seagrams picked
up spots to show clips of its advertisements as well as sponsored parties. With
millions of advertising mediums being used, the time had come when advertisers
and agencies had to re-think and refurbish their strategies, be it in terms of
innovative media vehicles or be it in terms of ideas and thoughts. With almost all
the avenues explored, the creative geniuses had to bury themselves in
brainstorming for newer options.
Over the last five years (April 2009- March 2014), the direct-to-home (DTH)
satellite industry has come on strongly in Nagpur. It has grown from a niche
delivery mechanism into a mainstream business. The spread of subscriptionbased DTH satellite TV promises to enhance choices for many households in
developing countries. With the Government throwing open the DTH sector in the
country, a handful of players have come up with grandiose plans to enter the
market. Given the stiff level of competition this premium services will face from
140 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
the existing multi-channel cable network, possible entrants need to clearly grasp
a few of the winning rules of the game.
1) Content:
The movies, news channels, sporting events, and/or general entertainment
features that constitute an offer to consumers.
2) Space:
An ownership and access to sufficient transponders in right orbital slot to
broadcast an offer to a specific area.
3) Ground:
The ability to distribute, install and service dishes and set-top boxes (otherwise
known as customer premises equipment, or CPE), combined with access to
relevant technology and manufacturing capabilities. Subscriber management:
141 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Ability to acquire and deactivate subscribers, bill and collect from them, activate
pay-per-view movies and perform customer service.
4) Financing:
The provision of credit to customer seeking to buy or lease customer premises
equipment.
5) Government relation:
Ability to navigate government procedures and regulations to obtain permits and
so on. So diverse are these requirements, that no existing player in any market
will be able to fulfill all of them on its own. This, the industry will be populated by
consortia and it is unlikely that more than one or two DTH consortia will be able
to achieve break-even. Ambience was one excellent option, however it had been
used in varied ways already and the clients required the consumers eye balls to
fall directly on their brand.
The advertising pros realized that what could be a better option that hogging the
DTH space? If the crazy statistics of television viewing in the Indian sub
continent, it is DTH that has proved to be the lifeline of television industrys
growth. In 2010 alone, the Indian DTH market achieved a robust growth of 75%
in the net subscriber base over 2009 by adding 12 million subscribers and
making it a total of over 26 million subscribers. However, the growth had been
steady from 9 million subscribers in 2008 and expecting upto 30 million by
quarter ending of 2014. This increase was a result of the better clarity in terms of
picture, signal and sound as compared to the traditional cable operated networks.
Secondly, the increasing amount of channels on the DTH platforms with the
billing matching the standards of a normal cable network, it was a sure-shot hit
amongst the Indian households.
142 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
awareness
and
advertising,
younger
viewers
with
being
144 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
customers may opt for DTH rather than cable means the demand for DTH
purchase is influenced by TV advertisements.
'Active'.
'Active'
message on the billboard mentions that the daily cost of using Tata Sky is less
than the cost of a samosa. The innovation included mounting a 16X16 ft samosa
weighing around 150 kg on the billboard that was painted blue in accordance
with the brand's color. After the client gave its approval to the creatives designed
by Ogilvy, the on ground agency, Endeavour Media Management designed the
outer layer of the artificial samosa using acrylic. The Samosa was completely
filled from inside to add weight. The first design was perfectly shaped but to give
it a normal look of a samosa, which has an uneven surface, the agency had to kick
the design in several times. The agency created three such samosa's which have
been attached to billboard with the help of huge pins. The billboards have been
148 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
given extra steel piping so that it can take the weight of the samosa. The agency
has assigned people to take care of the innovation at all the three locations. The
site for innovation belongs to Milestone Brandcom. The important aspect for the
agency was to ensure that the Samosa looks real to the people and is visible from
far away. It took us two weeks to complete the design and put it across. TATA Sky
has launched a 360 degree thematic campaign covering TV and outdoor including
digital advertising for this. Outdoor advertising has been used to create an impact
and provide a multiplier effect to the campaign. Ogilvy Landscapes has used a
variety of OOH properties for the campaign that includes hoardings, bus shelters,
kiosks and other OOH branding options. The client and agency maintain that this
campaign will break through the clutter although outdoor advertising on DTH
services is fairly widespread.
Typically found in high traffic
areas of Nagpur City such as
alongside busy roads. Billboards
of
DTH
Services
present
and
showing
drivers.
large,
ostensibly witty slogans, and distinctive visuals, billboards are highly visible in
the top designated market areas. Bulletins are the largest, most impactful
standard-size billboards. Located primarily on major highways, expressways or
principal arterials, of Civil area, Great nag road, Central avenue road, Buldi,
Sadar, itwari and many other localities in Nagpur city. The DTH Services
command high-density consumer exposure (mostly to vehicular traffic). Bulletins
afford greatest visibility due not only to their size, but because they allow creative
"customizing" through extensions and embellishments. Posters are the other
149 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Sakkardara
and
universal
and
transcends
different target audiences. The essence behind this new brand positioning is
about the force that unites families. There are many small localities where there
are good roads and vision, although some affluent and upper middle class
families have purchasing power for watching a standardize pictures and
programs on DTH these segment of audiences can also be tapped by this mode of
banner adds.
kids, and spiritual channels for the elderly and cookery shows for those
interested in cooking. The DTH companies are incurring losses to the tunes of Rs
1,600-2,300 on each new subscriber they acquire. With the increasing
competition the losses will increase. Market players feel that the competition is
healthy for the industry. More players mean more business for the industry. It is a
healthy sign and means that the industry is growing.
Dish TV has triggered the marketing warfare with a basic channel tier offering
comprising 70 channels, including 22 radio channels operated by All India Radio
(AIR), free of cost for five years. For digital TV viewing the price war will start
only when pay channels are touched. The offer restricted to new Dish TV
subscribers, will include all Doordarshan channels, 9X, Zee Smile, B4U Movies,
Cinema TV, News Express, P7News and 9XM. The offer also comes with a rider
that customers have to remain active by subscribing to a regular package at least
twice during the year. In a nutshell, customers have to pay Rs 1590 for buying a
Dish TV STBs and subsequently have to recharge their account with one of the
basic packages twice a year to avail of the pay channels. The cheapest non-south
basic package Dish TV offers is the Family pack which is available at Rs 200 for a
six-month period (The family pack is priced at Rs. 200 per month). The new
customers will be eligible to receive a basic channel tier of 70 channels for life
(five years). In case customers do not recharge twice a year, the free channels
will be switched off. There would be a significant off take for the offer since
customers don't want their television sets to go blank referring to the
government diktat that broadcasters will have to switch off signals to analogue
homes.
Tata Sky has also been recognized as an innovator in the Indian pay television
industry. The company was also the first to offer interactive services for every
member of a family ranging from education, cooking, quizzing, and sports to 24x7
152 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
channels in Kannada, Bengali, Marathi, Oriya and North East. Along with these
Videocon d2h also has highest number of Asli "HD"channels in Nagpur which is
the highest number of channels on Digital DTH in India. There was no traction for
this kind of product because DTH providers operate in a pay TV market and pay
TV customers are looking at pay channels at the end of the day however,
undeterred by criticism and is confident that the offer will help Dish TV in
consolidating its market leadership. 7 million consumers to switch from analogue
to digital out of this about 50-60 per cent are expected to opt for DTH. The cable
TV sector, which has been working on its channel packages, is unmoved by such
offerings. "Cable TV subscribers will require Hindi GECs such as Star Plus, Zee TV,
Sony and Colors. So there will be no impact on customers.
Airtel DTH includes One hundred seventy five enjoyment stations using unique
prices deals, beginning with an incredibly fair budget. They come in a new
widespread handheld remote control which may be effortlessly utilized for both
Television as well as the particular tuner with regard to increased audience's
comfort. A whole lot goes into detailing a number of the ground-breaking
functions which render it stand out from additional related solutions.
154 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
The use of a Celebrity is one of the most successful ways of gaining the
consumers attention and getting him or her to infer the right message in a
limited amount of space and time. Celebrities are used by marketers to build their
brands. Branded products are successful because consumers prefer them to
ordinary, unbranded products. In addition to the psychological factors, brands
give consumers the means whereby they can make choices and judgments. The
secret to successful branding is to influence the decisions, i.e. the way consumers
perceive the product, and brands can affect the minds of the consumers by
appealing to the information acquired and analyzed and this is what a Celebrity
does. It tries to manipulate the purchase behavioral intention of a customer by
promoting the endorsed brand. Friedman and Friedman (1979) suggested that
the promotion of branded luxury goods by Celebrity endorsers would lead to a
significantly more positive purchase intention than advertisements using an
expert or typical consumer endorser. Further, in a study concerning
adolescents, Bush, et al.(2004) advocate that Celebrity sports athletes have a
positive influence on adolescents favorable word-of-mouth and brand loyalty.
Though studies are in disagreement that whether it is the physical attractiveness
of the Celebrities or perceived expertise that affect purchase intentions, they
broadly converge in suggesting that use of Celebrities in brand endorsements
resulted in stronger purchase intention.
Box
offering
direct-to-home
our privilege to be associated with an actor of his caliber and excellent standing
in the entertainment industry.
2) Dish TV:
The Dish TV Start its advertising without any brand ambassador since 2003 zee
group is a leading Company, market which is known for high quality broadcasting
and thats why the company didnt hire any
celebrity to promote their brand. It is a first
company who establish a first step in DTH
market and thats why there was no
competitor from them before TATA sky
jump into the market. But after launching a
Figure 33: Shahrukh Khan as a
Brand Ambassador of Dish TV
competition and marketing has risen in DTH market and after tough fight at the
DTH services of TATA Sky the level of
end of year 2011 Dish TV endorsed Shahrukh Khan as a brand ambassador and
at present time he is promoting the leading direct-to-home (DTH) service
provider Dish TV. Dish TV has opted for a new tagline 'Dish Sawar hai' which has
replaced the old one, 'Ghar Aayi Zindagi'. As per the company, 'Dish Sawaar Hai' is
a consumer's reflection of the "passion for entertainment" which is reflected in
the campaign. This also set the tone to launch a brand song integral to SRK
representing the brand. Shahrukh Khan who donned the deadly gangster look
156 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
in Don 2 and a super hero type who emerges from the Digital Gaming world will
also be seen in various avatars for an upcoming ad film. Shahrukh Khan will be
styled as a Roman General, a doctor, a policeman, a magician's assistant in the
soon to be aired various versions of Dish Tv advertisement. Shahrukh is a king
khan in bollywood industry and the companys perception to become a king and
leading brand of DTH industry by serving best quality and services to their
subscribers.
3) Airtel Digital TV :
Bharti Airtel announced the second winner of its promotion Bring Home the
Magic for its DTH service digital TV. the service proposition for our DTH service
was- Bring Home the Magic With companies mega promotion, which offers our
customers the once-in-a-lifetime opportunity to host any one of our Brand
Ambassadors at their home, company have brought alive their service
proposition. Company continues to
receive an overwhelmingly positive
response from our customers across
the country to this promotion which
is translating into higher activation
numbers for their service. Having
Kareena Kapoor at subscribers home
was nothing less than a dream come true. Company always admired her work but
after Jab We Met The Bring Home the Magic promotion offers Airtel digital TV
customers an opportunity to win a chance to bring home A R Rahman, Saif Ali
Khan, Kareena Kapoor, Zaheer Khan and Gautam Gambhir.
Figure 36: Logos of Interactive and value added services of DTH available in
Nagpur
The Nagpur DTH market, having witnessed a stupendous growth over the last
five years, continues to present high growth opportunities for players in this
arena. The market is poised to witness CAGR growth of around 30 percent in
subscriber base during 2009- up to march2014. It comes as no surprise then that
the market is witnessing intense competition among players to capitalize on the
high potential and offer differentiated service to their viewers as USP. Value
added services (VAS) are the emerging differentiators in such a scenario. They
complement the value proposition of DTH in home entertainment and establish it
as enhanced TV viewing option over cable TV viewing. With discerning Indian
consumers being conscious of the service they opt for, value added services act as
158 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
growth drivers in this respect. With these services, TV-based home entertainment
has become much more than core broadcast channel viewing. Though active and
interactive services, viewers have the option to shop, manage stocks, get
astrology predictions, find jobs, play games, book film tickets, do banking, find life
partners, attend religious ceremonies, educate children, get recipes, watch
movies on demand, and plan vacations, among a plethora of other options, all in
the comfort of their homes and right in front of their television sets. These
services often involve tie-ups with establishments or portals. With low Internet
penetration across the country, the provision of these Internet facilities on TV
would
further
fuel
the
With
the
DTH
regulatory
machinery
services.
Telecom
DTH operators are of the view that provision of interactive platform services
leads to healthy competition between the DTH operators, thus giving the
consumers a wider choice to opt for the DTH service they prefer.
A parallel can be drawn between VAS in DTH and VAS in the telecom arena in
Nagpur where additional value added services over and above the services are
permitted in license conditions and the offering has been met with wide
consumer acceptance. These additional services are subscriber- based, and add
value for the subscribers. With VAS at a nascent stage in the DTH arena in
Nagpur, their current contribution to bottom line is far from significant with
growth still driven by the core broadcasting business and the main role of VAS
being the service differentiator. However as this aspect matures it would likely
play an important role in overall revenue enhancement with operators looking at
ways of monetizing the VAS portfolio.
6.7.1 Interactive and value added services of Airtel DTH:
The very latest TV entertainment medium DTH service is getting more popularity
day by day with increasing connections or numbers of viewers. This Direct To
Home or Satellite TV viewing service is becoming more popular for several
reasons that may list out qualitative picture & sound transmission, useful services
& a long list of service providers with well designed tariff plans. Now there is a
number of companies, mostly telecommunication companies of Indian Telecom
Industry becoming the member of
Indian
DTH
Market.
Airtel,
the
service
provider
from 8th
gets more & more popularity for its qualitative broadcasting technologies like
MPEG-3 digital compression & DVB-S2. Along with high quality Audio/Video
transmission through subscribers TV sets Airtel providing Interactive Services.
These satellites operated or transmitted utility services are the most useful
options on TV. Including a list of special designed tariff plans Airtel also specified
a reliable price range for the available Interactive services. These services are
designed to make the lifestyle easy & to help in daily works with leering
programs. The most popular names like iAstro, iDarshan, iGoodlife, iKisaan,
iLearn & iNews are listed in Airtel Digital TV Interactive service list.
161 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
162 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
a) Darshan Active:
This interactive service is designed to assist the consumers in reconnecting with
their religious and spiritual side. It offers 23 X 7 darshan of different religious
places. It also provides useful information about the religious places including
their maps. Consumer can also perform an interactive or online Aarti on
auspicious occasions.
b) Active Cooking:
This interactive service offers
favorite
recipes
for
the
cook
recipes
along
with
d) Active Travel:
Consumers can get detailed information on exotic travel locations & make their
travel plans accordingly.
e) Channel Active:
It allows the consumers to watch 3 active channels that cover the topics such as
infotainment, parliament news, etc
f) East Active:
This interactive service is designed to offer the programmes for North East
consumers.
g) State Active:
This interactive service allows the viewers to watch 3 state news channels in one
window.
h) Direct Puzzles:
This interactive service offers interesting puzzles for testing the abilities of
consumers. It is a good tool for sharpening the brains and skills of family
members including children. Consumers can control the level of difficulty for
solving these puzzles.
i) Direct Games:
Consumers can view exciting games and watch TV at the same time.
j) D2H Movies:
Videocon D2H provides D2H Movies service that allows the customers to enjoy
the latest Hollywood and Bollywood blockbusters movies. Consumers can order a
164 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
movie any time during the day from the comfort of their home. Consumers can
avail the facility of D2H movies in following two ways
k) Subscription:
Consumer can subscribe for Video on Demand service.
165 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
a) ICICI ACTIVE:
DISH TV had launched the innovative Interactive Banking Service ICICI ACTIVE
in association with ICICI Bank. This service enables Dish TV viewers to access
information on ICICI Bank products and services, from the convenience of their
homes.
b) NEWS ACTIVE :
Dont wait for a particular news segment to come. choose from a mosaic screen
featuring 8 specialized news options of Live news, Top stories, Sports,
Entertainment, Biz Live, Crime, Special & Weather.
c) GAMES ACTIVE:
Interactive products: Minikids, an edutainment channel for pre-scholars, Play-jam
is a dedicated gaming channel for people of all age group and Quizzy that allows
subscriber to enhance Subscriber general knowledge.
d) ASTRO ACTIVE:
Now access Subscriber daily and monthly horoscope along with Subscriber
birthday forecast by world renowned astrologer Ajai Bhambi on Subscriber TV
screen
e) BHAKTI ACTIVE:
Dishtv subscribers can now get Live Gurbani from Bangla Sahib and Nanded
Sahib, Aarti of Sai Baba from Shirdi & Ganesh Aarti from Siddhi Vinayak, Aarti
from Tirupati Balaji, Live Ganga Aarti from Haridwar and Bhasm Aarti of
Mahakaal from Ujjain. Dishtv customers can now get blessed at the press of a
button in the comfort of their home 24X7.
TV's
Reliance
corporate
parent,
Communications,
the
a)iCooking
Variety of exquisite cuisine recipes from around the world
Chance to feature your photo and recipes on iCooking, on Reliance Digital TV
2 Gift hampers worth 5000 each from Jaipan Kitchen Appliances and 2
attractive Pearl Sets every month.
167 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
b) iKids:
children can enjoy and learn the alphabet, numbers and many other things
c) iGames
Play the game and get the chance to win exciting movie merchandise from the
movie Agneepath.
Choose from our range of Interactive applications and access all these from a
single button on your Reliance Digital TV remote
e) iEducation:
Key Learning in Physics, Chemistry, Biology & Math for class 9, 10 & 12
f) iCare:
connection
168 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Maths
under
the
Active
part of its DIY (do-it-yourself) catalogue in the next few months. Tata Sky
launched this feature in March this year as part of the video-on-demand service
that it offers to its Tata Sky High Definition subscribers.
b) Active cooking:
Tune into Actve Cooking and enjoy over 200 recipes every month master chefs
like Tarla Dalal, Harpal Singh Sokhi, Jiggs Kalra, Nilesh Limaye & other popular
169 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
chefs. Recipes that can be made easily with ingredients available at home. to learn
International & desi recipes, traditional festive and restaurant-like food, that can
be easily cooked with ingredients available in your kitchen. Heres subscribers
chance to show off their cooking skills on TV! Now customer can also feature
your own video recipes on Active Cooking.
c) Active Music:
10 Music stations, 4000 songs daily with no ad-breaks or RJ chatter! Subscribe to
Actve Music and you no longer need to wait for your favourite music hour on TV
or radio. Customer can enjoy Rafi, Lata, Asha, Kishore and other classics 24x7 or
at any time convenient to you. Thats not all, Actve Music is the only service to
offer subscriber a great selection of devotional songs each day of the week. Enjoy
Shivji Bhajans on Monday, Ganesh Bhajans on Tuesday, Krishna Bhajans on
Wednesday, Sai Baba bhajans on Thursday, Devi Bhajans on Friday and Hanuman
bhajans on Saturday. Or tune to any other channel from Hindi Hot Hits, all time
English Classics and Hits and a range of regional channels.
d) Active English:
English is essential to everything we do in life today. From schools to offices, from
formal occasions to social situations English is used everywhere. Now you can
impress people with subscribers command over the language by using Active
English. With Active English subscriber will learn new words, correct
pronunciation of difficult words, revise basic English grammar concepts and
practice spellings daily. This is customers on-demand, 24x7 English tutor on TV!
Just spend 10 minutes daily from the privacy of subscribers home on Active
English and you will soon be speaking English with a new confidence.
170 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
e) Active Darshan:
Get 24x7 darshan of Shri Huzur Sahib Gurudwara (Nanded), Shirdi Sai Baba,
Mumbai's SiddhiVinayak, ISKCON (Vrindavan), Kashi Vishwanath and Jyotirlinga
Shrine (Somnath Temple) on your television, throughout the day. On Actve
Darshan, subscriber can also tune into Shraddha MH One, Bhakti TV and Sri
Venkateswara Bhakti Channel, Sri Sankara TV, GOD TV, Aaseervatham and
Subhavaartha TV.
f) Showcase:
Watch the latest blockbusters from the comfort of your home on Tata Skys payper-view service, Showcase. All movies come with no ad breaks in original print.
The movies can be ordered once and enjoyed multiple times through the day.
g) Active Game:
Active Games offers a variety of exciting and challenging games from Action,
Adventure, Sports, Fantasy, Strategy & many more genres. Play 7 games a week &
over 100 games a year!
171 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Economy Sports Pack and the South Economy Sports Pack include all the leading
channels that will telecast key cricket and other sporting events throughout the
year, namely ESPN, Star Sports, Star Cricket, Ten Sports, Ten Cricket, Ten Action+,
DD Sports and Set-Max. There are two types of LED TVs: Edge LED TVs, which
have LEDs placed at edges, and full LED TVs, which have LEDs placed at the back
of the entire screen. Most of the leading brands are using Edge LED technology.
Barring this difference, the technology of LED and LCD TVs is the same,
6.9 Easy Recharge Options and facility available in DTH Services:
The online DTH Recharge service is provided by various websites that facilities
their customers to choose from the list of recharge options available for various
DTH service operators around the globe. The DTH recharge option varies from
one service operator to another. Every service operator tries to lure their
customers with various recharge options with some additional recharge offers.
The online DTH recharge is the most convenient recharge option available as it
eliminated the need of third party people to do the same.
These websites
provides safe secure option to recharge online, providing their customers with
additional offers such as additional E-coupons, etc. A person can recharge the
DTH from anywhere anytime and the payment can be made using net banking,
credit/debit card, etc. These websites provide quick, secure and safe payment
options with no hidden costs. Online recharge is quick and secure way of
payment. The Direct-To-Home
(DTH)
service,
which
was
173 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Nagpur DTH market is currently witnessing an increasing demand for easy and
convenient payment modes. While local dealers, mobile phone, IVR and online
are some of the common recharge payment options in the DTH arena, few service
providers offer auto debit and customized services like cash card. However, the
maximum numbers of DTH recharges in India are done through local dealers.
The DTH service providers also provided their customers with value added
services such as internet services, tele-medicine, video conferencing etc. the DTH
service operators also provide various channel packages for their customers
depending upon the region or interests. The online DTH Recharge service is
provided by various websites that facilities their customers to choose from the
list of recharge options available for various DTH service operators around the
globe. The DTH recharge option varies from one service operator to another.
Every service operator tries to lure their customers with various recharge
options with some additional recharge offers, Online DTH recharge saves
subscribers valued time and makes thing happen easily.
No need to search the recharge shops and wait in a line to get recharged. DTH
packages are different for different providers. DTH Service in Nagpur
currentlyhaving 6 operators in city, these are Tata sky, Reliance Big TV, Sun
Direct, Videocon D2H, Airtel Digital TV and Dish TV. This operator provides
different types of packages to satisfy all communities and regions. All this
operators provide online recharge options to make users recharge easily. Where
there is more competition there will be a better service. In Nagpur Market it's
very difficult to view subscribers favorite channels. After the launch of DTH they
have a option to select their loved channel and enjoy.
6.10 Customer relationship management (CRM) in DTH Firms
With all the six major DTH providers in Nagpur competing for consumers
attention and business, the ones with more aggressive marketing strategy and
174 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
flexible plans that offer consumers value for money without compromising on
quality and number of available channels will stand to gain the most. Dish TV, as
the first major DTH provider has benefited from the early mover advantage and
will likely continue to be the lead contender. But challenger Tata Skys ploy to
look more affordable and its reputation of providing best-in-class customer
service may give it an edge in the long term. Meanwhile newer players such as
Airtel, Reliance, and Videocon have matured of late, and have also begun offering
better technology and more channels. By offering more channels and innovative
technology, these new players stand a good
chance of stealing a march over their more
established competitors and reset the
playing field of the DTH business in the
country.CRM is a model for managing a DTH
companys interactions with current and
future customers.
technology
to
It
involves
organize,
using
automate,
own satellite up in the sky. With DTH-CRM subscriber can unleash the true
potential of their high-end television set and complete subscriber TV viewing
experience with true DVD quality. DTH-CRM 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. Customer Relationship Management system will have a fantastic
impact on businesses benefits and resilience. The good news is that today, with a
minimum of common sense and the use of cloud computing technologies,
Customer Experience Management can be rolled-out at low cost to any business
willing to stand out from the crowd.
176 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
177 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
178 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
consumers really want from their online and offline shopping experiences? What
attributes are most important in their judgments of value? What drives them to
use one channel over another? This research proposes that the channel purchase
intentions depend on the expectations of value, i.e. a tradeoff between the
perceived benefits and costs derived from using channels for purchasing and
rendering services of DTH and through which CRM is an important factors for
implementing all effective activities. This is not done by single player in Nagpur
but all DTH players as whole.
181 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
operators shut down the service until the payment is made. This means keeping a
tab on the billing date and paying on time, every time, if you are not fond of TV
blackouts.
possibilities of dissatisfaction is reduces and most of DTH services are follow the
ways to solve problems of subscribers.
a closed platform and they dont allow fans to send messages or post on their
wall. Only likes and comments on the posts are allowed. Still they respond to
customers posts which get posted as comments and are relatively quick. On
Twitter, they engage in active conversation to solve customer complaints , they
are quick to offer to call customers and make sure that complaint is resolved after
the call by sending a confirmation tweet. Airtel Digital TV is a leader in telecom,
is trying to do the same in DTH as well. The surprising thing about Airtel is their
official website does not have links to their customer support social media
channels instead, they link to Airtel India on Facebook and Twitter. Fortunately
queries sent to other Airtel channels are answered by their customer support
handle. Being a brand with a presence in different segments, they have over 2.5
million fans on Facebook and allow posting on their Facebook wall. On
Twitter, Airtel has over 40,000 followers and the account caters to all Airtel
services. They are probably the only brand that is active round the clock and
provide ready support. Their response time is as less as 10 minutes when
grievances are posted on Twitter.
Tata Skys official website does not even have links to their social media channels
(Facebook and Twitter) making it difficult to establish the veracity amongst the
plethora of Facebook pages present! Tata Sky is on Twitter with nearly 7,000
followers and like any other brand, they receive numerous complaints from
customers all over India. Researcher have observed in their engagement is, they
never use the Reply option. They start a new conversation by mentioning the
customer. This makes it really difficult for a person to follow the conversation.
Researcher believes this is their strategy to prevent anyone else from knowing
the general issues faced by Tata Sky customers.
Social channels of Reliance Digital TV are absolute one way channels. Though
they managed nearly 47,000 likes on Facebook and have 1,250 followers on
185 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
186 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
187 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
to make sense for a company to operate its own distribution channel (i.e.,
handling all aspects of distribution) there are many factors preventing companies
from doing so. While companies can do without the assistance of certain channel
members, for many marketers some level of channel partnership is needed. When
choosing a distribution strategy a marketer must determine what value a channel
member adds to the firms products.
189 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
that allows Tata Photon Plus subscribers to watch live television channels on
their laptops while on the move, and on their personal computers at home and in
the office. The Photon TV service is exclusively available to Photon Plus users.
With its growing popularity, Photon Plus has caught the admiration of millions
of users across the country, with its high-speed data access capabilities and the
ease of mobility.
TATA Photon TV is a personal computer- and laptop-based video-streaming
application, which allows Tata Photon Plus users to view live TV feed from
various sports, news, entertainment and regional channels, and to watch
recorded TV shows from the library (viz Coffee with Karan, Zoom, Pogo, etc),
movies, music and videos on demand. Internet Browsing charges will be charged
as per Subscriber Photon+ tariff plan and it would be applicable while viewing
Photon TV. These charges would be over and above the subscription charges for
the Photon TV. (Approximate data usage is 1-2MB per Min). Rate of innovation in
this sector is growing at a faster rate in the recent years where as it is not very
impressive before this period. The reason for this is the fair competition
between the all players in this DTH industry. It led to the development of
new products in this sector which also led to the diversification of products
as there is abolition of entry of foreign industries into Indian industries
initially. It also made the industries in this sector to establish their own R&D
departments for successful product innovations like Airtel Live, Vediocon D2H.
The brand loyalty for each and every company is very high, so there is no need of
lot of costs to be poured in marketing and promotion of the service and product.
Every function that is performed by the players is a well planned and executed
properly. So in all the areas those players are using the expertise people in the
industry and performing operations in DTH industry very economically.
191 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Subscriber find on a conventional DVD movie. Obviously, the greater the number
of lines of resolution, the greater is the amount of detail that can be captured and
displayed. Therefore, the first thing Subscriber will notice when viewing HD is a
sharper image. HD has now come to encompass one more resolution option:
1080 vertical lines and 1920 lines of horizontal resolution. Every
manufacturer references only the horizontal resolution when referring to
HD products either 720 or 1080 HD system is defined by video frame rate, it
includes 23.98, 23, 29.97, 30, 59.93, and 60 frames per second. The frame
rate chosen depends upon the video standard used either PAL or NTSC. Next,
Subscriber will come across another video term progressive scan or interlaced
scan. This is referred to with either a p or an i respectively written after the
numeric resolution value. Progressive scan implies that the video frame on
Subscriber screen is created by sequentially drawing one scan line after another.
On the other hand, an interlaced picture is created by first drawing all even
numbered lines, and then interleaving the odd numbered lines on the screen. The
primary benefit of progressive scanning is a more stable picture with less
flickering this is especially evident when viewing video on a large screen. On HDcompliant products such as Blu-ray players, this specification are mentioned
along with the resolution supported 720p, 1080i and 1080p in order of
increasing quality. 1080p is often referred to as Full HD. High definition (HD) is
new to the TV viewers of India as well as in Nagpur. The concept of HD in direct
to home (DTH) services was launched just a few months back. DTH now
subscribers can enjoy content of different genre in high definition. Right from
general entertainment channels (GEC) to sports channels to movie channels to
infotainment channels are available in high definition. As the awareness of HD in
DTH increases there will be an increased demand for HD DTH connections.
Churning from standard definition (SD) DTH or from cable services
193 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
to HD DTH wont take much time given the audio and visual quality that HD
DTH provides.
Another plus point for HD connection in DTH services is the affordability. The
next buzz word in the television industry is HD or High Definition TV. When DTH
or Direct To Home services came into Nagpur, the whole country and state gave a
for Opting HD services from airtel is Rs. 2890/- including HD Set Top Box + 1
month free subscription of 156 SD channels. For HD channels subscriber need to
minimum recharge of Rs. 165 to activate HD Top Up.
6.13.2.3 High Definition services in Videocon D2H:Videocon D2H currently offers maximum numbers of HD channels available
across any DTH platform in India. Videocon D2H provide 19 HD channels under
its kitty at a price of Rs 169/-. They also follow the similar strategy like other
players in the market by not offering any low cost base pack with HD channels.
Minimum base pack available in Videocon D2H cost Rs. 200/- which offers 222
SD channels for Rest of India Subscriber and Rs. 150/- pack which have 176 SD
channels for South India Subscribers. Total monthly cost for ROI Subscriber
comes to Rs. 369/- per month for 19 HD & 222 SD channels and Rs. 319 for 19 HD
& 176 SD channels for South Subscribers. Videocon also offers Platinum HD pack
which costs Rs. 442/- per month includes all HD & SD channels available on its
platform. Initial Cost for Opting HD services from Videocon D2H is Rs. 2890/-
196 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
offering 144 SD channels for Rest of India Subscriber and Rs. 225/- pack which
have 150 SD channels for South India Subscribers. Total monthly cost for ROI
Subscriber comes to Rs. 309/- per month for 7 HD & 144 SD channels and Rs. 309
for 7 HD & 150 SD channels for South subscribers. Initial Cost for Opting HD
Services from Reliance Digital TV is Rs. 2974/- including HD set top box + 1
month free subscription of 150 SD channels and 7 HD channels,
Older CRT TVs do not support HD at all. They will however support Subscriber
set-top box and Subscriber can view the regular DTH. Ensure the set-top box and
TV are connected using an HDMI cable. Apart from being a path breaking
technology, HD will also be a lifestyle enabler that will significantly change TV
viewing trends in India. Most of the content today is being shot in HD format.
Typically sports, movies, nature/wildlife, action channels will be the first to come
onto HD. Forty percent of TV sales in India are LCDs which is only expected to
grow this year. Coupled with multiple high interest sports events like IPL, FIFA
World Cup and the Commonwealth Games in 2010, HD is being adopted more and
more by consumers. Moreover the price of the HD box has come as a pleasant
surprise to customers, enabling more of them to have future-ready technology. All
our studies and experience shows that HD is here to stay. In all metro markets, HD
today constitutes 15-20 percent of our monthly customer additions. We launched
with ESPN FIFA and Wimbledon HD feeds and currently have National Geographic
HD. We are working continuously to add new channels in keeping with changing
viewing patters and availability of content
likely to translate into a bonanza for consumers. Since cable operators will now
be in direct competition with DTH service providers.
The former will have to improve their quality of service, offer hundreds of
channels more and come up with competitive subscriber package pricing as well.
Though DTH has been growing rapidly since it was introduced in India about six
years ago, even today the number of DTH subscribers is nowhere near that of
cable TV.
Superior Digital Clarity Quality stereo sound Nationwide Coverage, with
installation and service activated in days. Dynamic Program Packages to
choose from Subscribers only pay for what they want to watch. It is not an all
or nothing proposition like most cable are Premium Channels, Subscriber choice,
selectable anytime by a simple call to our Customer Service Center Advanced
Viewing Control Features like the Electronic Program Guide (EPG) which
provides Subscriber with the current and next program on all channels, Parental
Lock which safeguards Subscriber childrens viewing options, and Pre-booked
Pay-Per-View and Impulse Pay-Per-View Watch that boxing or golf match, horse
racing or Olympic events Subscribers have been waiting to see - in the comfort of
Subscriber own home. By factors the DTH are superior than cable TV which as
follows:
201 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
6.13.3.7 Cost:
In the end, cost will definitely be a deciding factor. All the three different
mediums cause the cost to vary to extremes. Cable TV is still the cheapest option
as the existing network infrastructure is being used to deliver the signals. Satellite
TV costs are higher due to installation and packaging of channels varying with
each service provider. IP TV seems to be cost effective only if Triple Play
services to be used..In a nutshell, the digital television industry is in its nascent
stage in India with IP TV just being born. It takes a lot of infrastructure support to
provide seamless digital and interactive television experience. Digital Cable
TV and DTH have stabilized over a period of time. It will take some more time
for IP TV in the coming years to prove its edge over the other two mediums.
The Digital Television broadcasting technology is still evolving and it will get
complex with the advent of Personal Video Recorders (PVRs) and High Definition
content. And as every field of life has it, only the fittest will survive.
DTH (Direct-To-Home) connection is a satellite service. With DTH service we can
get direct television services to our home which can be situated anywhere of the
country. There is no boundary of area within the country. As the DTH service is
based on satellite and there is no requirement of wires signal like cable TV
connection. With DTH service anybody can get high quality digital signal on the
television. DTH is very useful in the remote locations where the poor quality
signal of television. DTH also give us best sound and clear picture quality. With
DTH service we can select the channel programs as our choice. The traditional
202 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
cable TV operator give us service with the choice of the own channels but with
DTH service, subscriber can chooses own package or channel as choice. The main
benefit of DTH service, this work on single channel and subscriber do not require
buying new television with more channels. DTH Companies change channel
through the set-top box of DTH service. Subscribers can pay the subscription fee
online through net-banking, voucher recharge or credit card. In India there are
many service providers like Tata Sky, Dish TV, Sun TV, Reliance Big-TV etc. The
main advantage of DTH service, due to high quality picture and sound, we cannot
get much stain on our eyes and ears. And following are the advantages of DTH
services
1. The customer can use the same account (connection) at any place in India The
customer has the freedom to choose the number of channels desired for any
number of days required.
2. The services can be stopped or resumed by just calling their customer care or
just by sending an SMS from their registered mobile number.
3. The connections can be transferred to any other person over phone.
4. The services are very prompt.
5. User has the privilege to change the package at any time.
6. The services are available within minutes after installation.
7. The clarity of the picture is perfect and of high quality.
8. Now a days recharging is very easy by using a scratch card and feeding it
through the remote or by sending an SMS or recharging online using
Credit/Debit Card.
9. Packages or services or Add ons can be changed any time 24X7.
10. Multiple sets can be connected using the same connection just like a TV
showroom does.
203 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
storage
capacity,
possesses
several
regular receivers. The HD DVR receiver can have anywhere from 35-hours
to over 300-hours recording capabilities. Even if Subscriber are not at home,
Subscriber can program Subscriber HD DVR receiver to record a particular show.
As soon as Subscriber walks in, Subscriber can easily check the shows that
Subscriber missed while Subscriber was out. With the record feature, Subscriber
will no longer have to worry about missing an episode or a documentary even if
Subscriber have to leave Subscriber home for days at a time. This particular
feature is perfect for individuals who are very busy and yet would like to be
updated with their favorite shows. It is worth noting that these units can record
204 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Programs at varying levels of quality and the maximum capacity usually refers to
the number of hours it can hold at the lowest quality setting. Certain systems can
record programs at four different quality levels: basic, medium, high, or best.
Newer DVR systems can record HDTV signals. Ever seen full-motion video on the
Web, then it can be known how images can get distorted. This happens on DVR
recordings made at low quality levels, particularly if there is a lot of movement in
the image. The different quality settings are good for different types of programs:
while an old black-and-white movie or a talk show will look just fine at the basic
level, an action movie will be almost unwatchable. So bear this in mind if
Subscriber thinking of buying a DVR primarily to watch Subscriber action
adventure better to go for the higher capacity unit. HDTV is considered as one of
the world's best digital broadcast platforms, with a higher resolution than the
traditional television system.
The images and pictures appear more clear and sharp and sound quality is also
enhanced. HDTV is expected to improve the viewer experience by about 5 times
over a regular television. HD transmissions offer 5 times more pixels than SD
transmission. HD ready transmission at 720p or 1080i are substantially superior
to their SD counterparts as they offer much better picture quality and Dolby
Digital 5.1 audio. HD ready and Full HD LCD TVs are already gaining popularity in
India thanks to stiff competition among the major players like Videocon, LG,
Samsung and Sony. This is one TV service that really can change your life. A
recorder is considered to be mostly upper and middle class product. As the entry
cost to buying a DVR set-top box is higher, its not going to be something most
first-time users are going to buy. The ability to record content for watching it at
viewer convenience has helped shift the power back to the consumer as is
evident in soaring popularity of DVRs all over the world. But in India, industry
experts pointed out that pricing needed to be reviewed, to push DVR sales in the
205 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
country. The DVR feature brings upfront the technology elements. The existing
DVR market has two types of products: one with the in-built storage (Tata Sky,
Airtel) and other with external storage facility (Dish TV). An analyst said, How
much one needs to record is something which differs from person to person.
These days, most people have some or the other form of external storage device
at home which can be very easily used to record as against making consumers
pay for inbuilt storage space in the set-top box. Digital TV [HD] recorder is a new
service from which lets Customers watch and record HD channels.
DTH TV [HD] recorder has 5 times more picture clarity with the highest possible
picture resolution of 1920x1080 and wide Aspect Ratio of 16:9. You also get a
theatre like experience right in your living room with Dolby Digital Plus 7.1
surround sound. For the ever changing trends and fashion of world economy this
HD DVR brings many more facilities and features that compatible with ever
changing taste of people. This is for those who want to get keep in touch with
latest technology like HD DVR that facilities a recording of single movie.TV show
or any other television programs with maximum of 90 hours of your favorite
programs through an easy manageable and accessible set parental controls. After
getting its huge popularity now it is very easy to get HD DVR from satellite
providers. Apart from these there are many media center pcs, TV capture cards
and multimedia pc cards are available in the market with by default HD DVR
compatibility. In these days many brands have come up with their HD DVR
products like SONY and many others that offer various types of HD DVR models
for different needs and requirements.
satellite DVD. Our satellite DVD can not only play DVD movies but can also
receive DTH services. There are many more innovative products in the pipeline.
This is part of our ongoing commitment to offer consumers in India, the highest
quality DTH services with the latest technology. A few things are assured in the
DTH industry even in the face of paradigm shifts. First, the value of transponders
is likely to fall as compression allows more and more content to go through the
same satellite, and as more satellites are launched. What is clearer than ever is
that Direct to Home (DTH) is here to stay and will play a major role in bringing
television to masses around the world.
Unfortunately in Nagpur, cable TV is associated with poor quality TV and even if
the quality of TV improves with digital cable, the consumers are not getting any
additional offerings. The real VOD service will start when Subscriber have a
library of movies and consumers can pick and choose from it and watch what
they want to when they want to. This requires tremendous downstream capacity
which does not exist today. Currently, content exclusivity is also not allowed in
the country so that has never been the differentiator for the DTH players unlike in
the West where DTH growth is also dependent on content exclusivity.
experience
and
208 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
entities from across the world, has introduced a digital entertainment platform
Direct Digital Broadcast (DDB). The companies involved are semiconductor
company STMicroelectronics, software and application maker Irdeto, cloud
computing brand Nivio, audio-video technology company Faroudja , Sound
technology company Strata,
This service has launched by DTH service provider Videocon D2H and
Phillips. The platform brings in features like Cloud Computing which allows
sharing of files, pictures or songs over the air, 2D to 3D Conversion which
converts usual 2D images to life-like 3D images along with Direct Satellite
Reception which eliminates the need of a set-top box to the Indian television
screens. Enabling the televisions of today to compete against smart phones and
tablets, the DDB platform will empower them to perform multiple functions on
one single platform. In todays world where technology is on ones fingertips, the
DDB Technology brings in avant-garde features like Internet Browsing featuring
Facebook , Twitter, Google, Skype, Yahoo and other applications; Over the Air
Software Upgrades for updated technology; a 350 MHz Dual Core Processor
integrated with 13 Bit Processor capable of creating a 3 Trillion Color bandwidth
along with Motion Enhancement and Motion Correction (MEMC) capabilities;
the HDMI-CEC enabled DDB Platform devices will come loaded with a 10 Band
Graphic Equalizer, Faroudja Audio-Video Optimized and Strata Certified Audio,
for a better audio-video experience. Envisioned as a platform to enhance
available entertainment options for the masses, the DDB platform while setting
global standards in Home Entertainment experiences will also eliminate the need
of multiple devices across various platforms.
business,
among
them Extramarks.com,
classroom
campus, it's called the Space Teach programme, a joint initiative between the
institute and VSAT services provider HCL Comet. Off-campus students, in Mumbai
or other cities, will now be able to pursue IT courses on a real-time basis without
actually being present on campus. Making this possible will be VSAT technology
delivering courses via satellite connectivity to pre-determined remote locations.
The HCL Comnet project is part of the IIT's Kanwal Rekhi School of Information
Technology (KReSIT), which aims to provide high quality IT education to
students across the country. Remote education per se is not a new concept in
India. The traditional way has been through correspondence courses, the study
material is shipped to students or posted on the internet. Technologies like VSAT
(very small aperture terminals) now enable this information dissemination to
take place on a real-time basis.
6.13.9 IPTV- Next-Generation Television Experience
The technology that delivers television and value-added video services using
Internet Protocol is called IPTV. IPTV will be in focus in future for virtually
every progressive service provider. A changing regulatory landscape, new
technologies and delivery models, and the promise of ubiquitous
broadband access have sparked new business opportunities among media
and telecommunications organizations. IPTV is such a significant invention
that analysts predict around 50 million IPTV subscribers worldwide by 2014. As
viewing habits evolve from a passive consumption of TV to an interactive user
experience, IPTV service providers need to quickly recognize and exploit the
market opportunities that lie ahead. Traditional communications players will be
forced to present a differentiated offer, either through the introduction of new
value-added services or competitively priced entertainment packages. As
traditional voice and Internet service providers consider offering TV and
integrated video services over broadband infrastructures, current TV providers
212 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
such as cable and satellite operators are also looking at Internet as another
distribution channel to expand the types of services they can offer. IPTV is
expected to be the real significant application in the telcos' broadband services
portfolio that will increase average revenue per unit (ARPU) and help preserve
users' attachment. IPTV is interactive because of availability of return path and
therefore, it is capable of providing video on demand (VOD), time shift television,
gaming, and many other innovative applications. Video advertising is another
phenomenon making its way from the Internet to the IPTV, providing another
tool for revenue generation and subscriber retention. Corporate users can find
extensive uses for IPTV in delivering training, conferencing, and an infinite
availability of both live and archived video yet the corporate world is lagging
behind.
TV
transmission
formats
can
be
used.
Additional
features
include downloading TV programs and podcasts from the internet and the ability
to store programming for later viewing. DTH service Dishtv has launched a
"mobile service" targeting long-distance bus and tour operators, ships, cruises
and even trains. Next to that Direct to Home (DTH) operator Tata Sky is counting
big on its TV on mobile service as a major revenue stream in future. The service,
which was recently launched by the company, is already nearing one lakh
subscriber mark and growing. it has tremendous response to this service even
from smaller town,
213 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-7
Consumer buying
behaviors of Nagpur City
people regarding DTH
Services
you
study
reality
without
using
your
214 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-7
Consumer buying behaviors of Nagpur City
people regarding DTH Services
6.1 Introduction:
7.1 Introduction:
The aim of marketing is to meet and satisfy target consumers needs and wants.
The field of Consumer Behavior studies how individuals, groups and
organizations select, buy, use and dispose of goods, services, ideas, or experiences
to satisfy their needs and desires. Predicting consumer behavior and knowing
customers is a difficult task. Customers may say something but do another.
Organizations and marketing managers need to understand the secrets behind
consumer behavior and develop mechanism to measure them also. The DTH
marketer identified map of consumers behavior and then try to develop
marketing strategy to satisfy customers and retain them for longer period
of time.
The consumers buying behavior is influenced by cultural, social, personal, and
psychological factors. Cultural factors exert the broadest and deepest influence.
Sometimes even consumer may not be aware about his deeper motivations and
the reason why of buying and may change his mind. In spite of such diversities
among consumers there are many similarities in their behavioral pattern. Results
from such studies will help marketer to proactively design a marketing offer
which consumer is likely to ask.
Consumer Behavior is the process and physical activity individuals engage in
when evaluating, acquiring, using, and disposing of goods and services. By
Louden-Dellabitta
215 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7.2 Purchase Decision Process regarding DTH Services:Generally buying decision process can be divided in to five stages: Problem
Recognition, Information Search, Evaluation of Alternatives, Purchase Decision
and Post Purchase Evaluation. All consumers may not go through all of the five
stages. E.g. Purchaser of low involvement product would not go through all the
stages. However, Buyer of high involvement products would pass through all the
stages.
Figure 54: Purchase Decision Process by Five Stage Model of Buyer Behavior
a)Identify the problem:The buying process of DTH Connections and services starts when the buyer feels
a problem or need. The need can be triggered by internal or external stimuli. A
person may feel hungry internally for clarity of broadcasting clear viewing
picture and there are so many options of DTH and HD DTH connections and
216 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
cable are available into the market so marketers try to stimulate the needs and
help people identify these needs by intelligent use of market offering of DTH and
its services such as DTH Services, Schemes, packaging, pricing or promotions.
b) Information Search:
A customer who realizes his need for the DTH Services will try to gather
information regarding all DTH services, its schemes, Packages, VAS, Picture
quality, service etc., The Information search about DTH connections helps
customer to understand the Quality of DTH Services better and also create
awareness about competing brands. Past purchase experiences will reduce the
time required for information search. The information gathered from several
sources like: Personal Sources: - Family, Friend, Neighbors, acquaintances.
Commercial Sources: - Advertising, Salespersons, Dealers, packaging, displays.
Public Sources: - Mass media, Research organizations.
Experiential Factors: - Past experiences, free trials.
Generally, customer receives the most information from commercial sources.
However, the most effective information comes from personal sources. As the
customer gathers more and more information, his awareness level about the DTH
Services and competing brands and their features will increase. The marketer
must identify relative importance of different information sources which will help
in designing effective marketing communication.
c) Evaluation of Alternatives: In this stage, customer analyses the information available with him to select the
right DTH Services or brand. The criteria to evaluate a DTH Services may
differ depending on buying situation, level of involvement etc. The
evaluation is based on rational and conscious thinking as well as mental
processes such as perceptions, attitudes, predispositions etc. During this
217 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
d) Purchase Decision:Purchase intention may lead to purchase decision. There are three factors which
intervene between buying intentions leading to buying decision, Attitudes of
others such as spouse, friends and relatives. Intensity of negative attitude
and buyers tendency to comply with this attitude are the most significant
contributor. An anticipated situational factors such as family income, cost of
buying and expected benefits of the DTH Services are significantly impacted on
buying decisions of DTH connections. Purchase decision involves five sub
decisions:
A brand decision (what to buy?),
A vendor decision (Where to buy?)
Quantity decision (How much to buy?),
Quality decision, timing decision (When to buy?)
Payment decision (Cash payment or credit payment?).
Purchase is consumer commitment for a DTH Services. This stage completes the
transaction.
218 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
e) Post Purchase BehaviorAfter purchasing and consumption of DTH services, customer will experience
some level of satisfaction. If the performance of the DTH Services meets his
expectations, he will be satisfied. If performance of the DTH Services exceeds his
expectations, he will be delighted and if it falls below his expectations he is
dissatisfied. Post purchase behavior refers to the behavior of the consumer
after the purchase and it depend upon customers experiences of using the
DTH Services and degree of satisfaction. A satisfied customer may involve in
repeat purchases or repetition. However, the delightful customer becomes a
brand advocate spreading positive image of the brand. Dissatisfied customer not
only abstains from repeat purchasing but may also bad mouth the DTH Services
or brand. Post purchase behavior also includes learning about the ways DTH
Services is used and Subscribed. The study may reveal new usage of the DTH
Services or threats caused to Taste and preferences. It may also help customer to
design marketing mix.
7.3 Consumer buying behaviors in Nagpur City.
Nagpur city has become a seven player market, with Sun Direct, Airtel digital and
Videocon D2H joining the club with TATA Sky, Dish TV, and DD direct. This has
helped not only TV penetration but changed the TV viewing experience too.
Without doubt, digital TV
heightens the TV viewing
experience
and
that
on the digital platform; English movie consumption too is more on DTH. This
change occurs while consumption in viewing experience is being raised thats
affecting on viewers consumer taste and preferences, which acts on behavior in
different manner. Meanwhile, on digital, the customer pays for value. This growth
has come in spite of many roadblocks like regulation issues. The operators have
to carry all channels without discrimination. Players like Tata Sky are developing
their own applications that differentiate them from the others. Currently it has
channels for games, cooking, astrology, and religion, besides others. Active Wizkids, Active Learning, Active Stories, Active Topper are some of the applications
targeted at kids. Despite the benefits that the digital platform offers, there are
challenges that hinder its growth. The cost of acquisition of a customer is really
high, which involves taxes, subsidies on set-top boxes, putting up customer
support and other infrastructure, besides marketing and advertising initiatives.
The rise in DTH penetration definitely would increase coverage, especially
in areas where cable penetration is lower. It would improve reach of niche
channels, which cable operators usually ignore.
In spite of the fact that DTH would increase time spent watching better quality
output, DTH has its flip side too. Some of the DTH providers are offering
recording facility in the set-top-boxes, giving liberty to the audience to watch as
per their convenient time and all this factors of selection totally based on
changing consumer behavior. It is stated as the behavior that consumer display in
searching for, purchasing, using, evaluating, and Consumer purchase decision A
decision is the selection of an action from two or more disposing of products,
services and ideas that they expect will alternative choices. Consumer decision to
purchase DTH to satisfy their entertainment needs. The purpose of a consumer
behavior model is to help vendors understand how consumer makes a purchasing
decision. If a DTH firm understands the decision process, it may be able to
220 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
influence it. The first part discusses social factors which are important for
consumer behavior. These are: culture, socialization, social classes, referent
groups, family and situational factors. In the second part, psychological factors
are analyzed, motives and motivation, perception, attitudes, personality, lifestyle
and knowledge. The third part includes information processing, then the process
of learning, attitude changes and influences on behavior, the fourth part deals
with the decision process, starting from problem recognition, searching for and
evaluating information, the buying decision and post-purchase consumer
behavior. The fifth part deals with organizational buying behavior and the sixth
accounts for other aspects of consumer behavior: communication, diffusion of
innovation and consumerism. Consumer behavior involves the use and disposal
of products as well as the study of how they are purchased. Product use is often of
great interest to the marketer, because this may influence how a product is best
positioned or how it can encourage increased consumption.
depression. Boom is the period of economic growth of DTH firm expands their
marketing activities; enter new markets where as recession is a period of
economic activity when income, production and employment tend to fall. In
recession, firm look to cut down operating costs, lower prices and in general
slowdown marketing activities. The disposable income of the customers and
their willingness to spend are important indicators e.g. rising disposable
income in middle class segment resulted in increasing demand for DTH
products in Nagpur. Inflation refers to an increase in prices without a
corresponding increase in wages, resulting in lower purchasing power of
consumer and thus affecting demands for products and services. Higher interest
rates increase cost of capital and overall operating costs.
Personal sources
Commercial sources
Public sources
Personal experience
promotional
messages
they
will
pay
attention
to.
Selective
222 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
225 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7.4.1.2 Subcultures
Each culture contains different subcultures such as religions, nationalities,
geographic regions, racial groups etc. DTH Players use these groups by
segmenting the market into various small portions. For example DTH players
design products and service according to the needs of a particular geographic
group. Geographical regions and religions are essential in the formation of subculture. As like Nagpur people are mostly belongs from Marathi families,
thats why the consumption of Marathi channels are entertainment
channels package are most. The preference of individuals who live very close to
each other can be different. Individuals belonging to different have different
subculture values, attitudes and social structures of the members of other subculture, these differences, sub-cultural segmentation of the market activity has
made an important variable. It is important to know the characteristics of the
sub-culture in creating the marketing mix price, brand name identification,
promotional activities and product positioning. Each culture of Nagpur further
comprises of various subcultures such as religion, age, geographical location,
gender (male/female), status etc. Different Peoples are staying in different
localities of Nagpur City thats why their taste and preferences of channel
subscription is gets change. like those who are living in remote areas where zuggi
and zopad-pattis (Slums) are there like Pardi, Nandanwan, Gandhibagh,
Indora, Bezanbagh, Teka Naka-Kamptee Road, Mecosabagh, Kalamna,
Mominpura, Itwari and so on in these area different kinds of people having
different religion are stays, and researcher found that each religion has different
taste and preferences while selecting schemes and packages and channel
subscription of DTH broadcasting.
In Central Nagpur Mahal is the oldest part of Nagpur, with relatively narrow
streets and crowded residential areas. Mahal is also known for its cloth market
226 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
and market of second hand books situated at Kelibagh road all these people are
mainly busy in their businesses thats why for refreshment they prefer
entertainment, Sports Pack and News packs. Sitabuldi is the main commercial
part of the city. It is also the largest wholesale vegetable market in Nagpur. The
Sitabuldi Main Road is one of the main shopping streets in the area. Dhantoli is a
residential area in Nagpur in this are high class people are staying they are
mainly prefers English channels as well as all packages of entertainment accept
regional and news packages. In West Nagpur Dharampeth, Shivajinagar,
Gokulpeth, Gandhi Nagar, Ambazari Layout, Shankar Nagar, Bajaj Nagar,
Abhyankar Nagar, Laxmi Nagar, Pratap Nagar, Khamla, Vivekanand Nagar,
Ramdaspeth are residential areas in this region these localities prefers Music
channels pack, sport packs, entertainment packs more because most of the
youngsters are staying in these area for education purpose and their test and
preferences are belongs to their atmosphere. Civil Lines mostly comprises of
government offices and residences as well as a bench of the Bombay High Court
bench and the Legislative Assembly of Maharashtra (Vidhan Bhavan) these
people are so choosy customers movie on demand is running more amount in
civil lines and specially in central Nagpur. These people taking full benefit of
High-class education thats why they prefer online education, Active learning like
Value- Added Services. Seminary Hills is home to educational institutes such as
SFS College, LAD College, Nagpur Veterinary College, and Maharashtra Animal
and Fishery Sciences University. Sadar is a popular shopping place, located close
to the railway station and in these are the people prefer most value added
services and due to high class subscribers people prefer HD Set top boxes of DTH
services.
In Medical Square is located near Government Medical College and Hospital,
which is a government run public health care body. Sakkardara Square is located
227 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
230 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7.4.2.1.4 Buyer:
The Buyer is a person who conducts the buying and registering transaction for
DTH Purchase and activation. This is also usually the consumer, but it can be
another person as well.
7.4.2.1.5 User:
The User is the person (or persons) who will actually use the DTH services that
has been bought. It is important to note that very often consumers are influenced
by reference groups that they do not belong to. Subscribers sometimes refer to
these groups as aspiration groups. This may lead them to buy many of the same
231 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
products and value added services that the team members may be endorsing, so
that they can move towards their goal of acquiring many of the same traits of
those group members. Aspiration groups can exert a lot of influence over a group
of consumers, and their potential to help a marketer increase sales should not be
ignored.
232 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7.4.2.1.7 Family
Buyer behavior regarding DTH services in Nagpur is strongly influenced by the
member of a family. Therefore marketers are trying to find the roles and
influence of the husband, wife and children. According to their needs, taste and
preferences the channels and value added services are subscribes by
recommendation of family members. Entertainment packs for woman and
kids value pack and Cartoon channels basically needs of kids and active
learning are also subscribes for them also. If the buying decision of a DTH
services are influenced by wife then the marketers will try to target the women in
their advertisement. Here we should note that buying roles change with change in
consumer lifestyles
233 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Love and Care are included through which VAS and demanding packages are gets
changes according to family members.
consumer buyer behavior. For example, an upper middle class consumer will
tend to spend more of their disposable income on "luxury" items, whereas a
consumer from middle to lower income groups will tend to purchase items that
are required for their own survival over day-to-day comfort. In the United States,
there are four distinct class groups:
7.4.2.1.12.1Upper Class:
a) Upper Uppers:
The social elite who live on inherited wealth. They are philanthropic, own
many homes, and send their children to the best schools, and uses luxurious
items and spends more money on television entertainment.
b) Lower Uppers:
Lower upper means those Consumers who earn high income through great
ability. They are active in social and political culture groups, buy expensive
homes, educations and vehicles. Thats why these people are having different
taste and preferences while selecting DTH services. These people have 2 or more
connections at one place with different subscription and choose HD clarity with
video recording options. And different kinds of VAS services subscribes by these
customer only.
235 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
b) Middle Class:
These are average income earners, white and blue collar consumers who live in
the better part of town. They buy products to keep up with current trends. They
want to be in a nice home in a nice area and send their kids to quality schools.
7.4.2.1.12.3 Working Class:They lead a working class lifestyle at any income level, education level, or job.
They usually will depend on relatives for economic and emotional support, for
purchasing advice, and for assistance in rough times. Family is the most
important reference and cultural group.
7.4.2.1.12.4 Lower Class:Upper Lowers: These are the working poor. Their living standard is just above
the poverty line, and they actively strive to advance to a higher class of life. Often
they do not a great education or skills, and they are often poorly paid for
unskilled work and tasks. They have DTH connections due to unavability of Cable
connections in their areas and they subscribe fewer services as compare to
average customer. These customers are satisfied with basic packages of DTH
services.
a) Lower Lowers:
These are the visibly poor in society. They are poorly educated and unskilled.
They are usually out of work and depend on the government for assistance most
of the time. They are in the middle of a day-to-day existence. It is the marketer's
job to not ignore any of the reference groups of our target markets. DH
Companies must be constantly researching and identifying these groups, because
they will expose people to new lifestyles and behaviors, and change their
attitudes and influence the consumer's self-image. Reference groups are a vital
236 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
component of our marketing campaigns. These companies opted only free to air
channels for taking advantage of DTH and cable.
237 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7.4.3.1.1 Bachelorhood:
Trends towards science and geographical, sports travel and tourism and music
channels of DTH Subscriptions
7.4.3.3 Lifestyle:
People life styles are reflected in their personalities and self-concepts, same is the
case with any consumer. Researcher need to know what a life-style is made of
238 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
239 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
either very high or very low levels of resources are classified without regard to
their self orientations (actualizes, strugglers).
Self confidence.
Dominance.
Autonomy.
Deference.
Sociability.
Defensiveness.
Adaptability.
240 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
241 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Most of the consumers those are of middle class are preferred standard definition
DTH. The consumers are belongs to higher class are preferring High Definition
and 3D HD DTH services. Most of the middle class people spending their more
time before television.
7.4.4.1 Motivation
Entertainment is a vital part of Nagpur People. The more ratio of people from this
city are belongs from service industry and after completion of hectic day each and
everyone needs happy ending with entertainment and Television is a best
medium for it. Most of the free time is spent in the market place, shopping or
engaging in other activities. The extra time is usually passed in knowing and
thinking about products and services, discussing with friends about them, and
watching advertisements related to them. The usage of them significantly reveals
our life styles and mainly Most of the families watching television with family
members together and as far as family is concerns everyone has different kinds of
subscription demands which motivates head of the family to purchase DTH for
perfect broadcasting and subscription for better TV watching Experience
242 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
7.4.4.2 Perception.
Perception is a psychological variable involved in the purchase decision process
that is known to influence consumer behavior. A key factor in influencing
consumer perception is exposure. The more information consumers have about
DTH services. While Purchasing DTH services most of the customers of Nagpur
have rely on advertising material, People have an opportunity to see or hear.
People who like, buy, or are considering buying a any DTH Brand like TATA Sky,
243 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Videocon D2H or Airtel Digital TV are more likely to notice advertising than are
those who are neutral toward the brand. This fact has repercussions within the
field of advertising research because any post-advertising analysis that examines
the differences in attitudes or buying behavior among those aware versus those
unaware of advertising is flawed unless pre-existing differences are controlled
for. Regarding DTH Subscriber perception is reality.
What customer thinks? What customer looking for? At the time of DTH
selection is as important to what is actually there because Customers are
individuals, and they process information as individuals. As they subscribes
DTH services their unique impressions and ability to comprehend come to
bear, while the information inputs we receive and process are the result of
sensations customer get through sight, and feel the real experience of
digital clear picture clarity, VAS, and packages of DTH services of different
companies. And thats why Perception is the process of selecting, organizing and
interpreting information as inputs, to produce meaning. So individuals can
"selectively" choose what information they pay attention to. After that they
organize and interpret what they experience about DTH services.
7.4.4.3 Learning:Consumer learning is the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related behavior.
Marketers are concerned with how individuals learn because they want to teach
them, in their roles as consumers, about DTH Services and consumer benefits
about where to buy their products, how to use them, how to maintain them, even
how to subscribe services and how to operate DTH STB. For all these operation
Operating guide has been provided by DTH Companies to educate subscribers.
Consumer learning is a process, and thus it continuously changes and evolves as a
result of newly acquired knowledge. This knowledge can be obtained
244 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
from reading, discussing, observing, thinking, etc. or from actual experience. Both
the newly acquired knowledge and personal experience serve as a feedback.
This also serves as a future behavior in similar situations. First DTH consumer
learning is a process start from using this product it continually evolves and
changes as a result of newly acquired knowledge or from actual experience. Both
newly acquired knowledge and personal experience serve as feedback to the
individual and provide the basis for future behavior in similar situations.
7.4.4.4 Beliefs and Attitudes:Attitudes in consumer behavior are an appreciation of the structure and
composition of an attitude. The attitude-toward-the- Brand ambassador examine
the influence of advertisements on the consumers attitudes toward the brand.
Attitude formation is facilitated by direct personal experience and influenced by
the ideas and experiences of friends and family members and exposure to mass
media and all DTH Companies are emphasizes on media and television
advertising through which most of customer are gets influenced. A
consumer may hold both positive beliefs toward an object (e.g., DTH
services and Clarity is good) as well as negative beliefs (e.g., DTH is costly
and no worth of it). Thus Consumers also hold certain feelings toward brands or
other objects. Sometimes these feelings are based on the beliefs and these beliefs
are positive about DTH services of certain brands in Nagpur.
Several significant interactions between perceived importance and consumer
attitudes and between beliefs about marketing and consumer attitudes
significantly affect consumer satisfaction after using DTH services. Specifically,
given the attached importance to Service quality of DTH, negative attitudes
significant reduce consumer satisfaction if broadcasting is not done at superior
quality level. Positive beliefs and positive attitudes can greatly enhance consumer
satisfaction. Meanwhile, positive beliefs in combination with negative attitudes
245 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
severely damper satisfaction with retail service and pricing. These findings
suggest that the difference between consumer expectations and their experiences
plays a critical role in consumer satisfaction. Depending on the nature of such
interactions, the effect may be positive reinforcement or negative reinforcement.
A puzzling exception is the positive effect on consumer satisfaction from the
interaction of negative belief and negative attitudes toward promotion. While
controlling for the perceptual variables, consumer demographics have little
impact on consumer satisfaction.
246 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
248 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-8
Influence of Marketing
Strategies of DTH
Services on consumer
behavior of Nagpur City
249 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-8
Influence of Marketing Strategies of DTH
Services on consumer behavior of Nagpur
City People
8.1 Introduction:
In this chapter The Influence of Marketing Strategies of DTH Services on
consumer behavior of Nagpur City People has been shown means, the data
collected after the survey and interviews with respondents (DTH users) have
tabulated and analyzed. The analysis and interpretation of Primary survey data
and its outcomes is given as below:
The findings from the study are presented in form of three different heads:
1) Data interpretations of all factors need to prove objectives of the study
2) Hypothesis testing & findings.
3) Macro level Findings and micro level Findings about Influence of
Marketing Strategies of DTH Services on consumer behavior.
250 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
S.N.
Name Of Brand
20102011
20112012
20122013
20132014 P
TATA Sky
8930
13545
16675
22377
27939
Videocon D2H
4576
12764
17768
21983
27109
Dish TV
12334
11937
10546
13366
12333
AIRTEL Digital TV
6223
6165
9642
10532
10678
Reliance Big TV
3224
4239
6547
8243
5674
SUN DTH
1287
2123
1713
1389
678
DD Direct
733
521
344
219
43
Sky. The Airtel Digital TV has a average response of customer base line into the
market but still it is having the good place rather than reliance big TV. Reliance
big TV is a worst kind of service according to Nagpur Customer point of view. And
thats why mainly these main five major companies are taken for survey in this
research. Sun DTH and DD Direct dont have that kind of potential in Nagpur city
market so thats why these are ignored.
252 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
The four major localities of the Nagpur have been shown by the researcher based
on the cities total sample population according DTH survey - ranging from the
most populous locality in above given table is Civil lines with a population of 244
respondents approx., followed by Shankar Nagar at second place, with a
population of 144 respondents approx., Bajaj Nagar at third place with a
population of 106 respondents
253 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
VIDEOCON
D2H
RELIANCE
BIG TV
Total
18
45
37
41
171
11
12
55
17
81
160
169
17
635
29
10
15
15
53
12
294
20
27
123
241
263
32
1000
TATA
SKY
DD
DIRECT
SUN
DTH
Business
11
Govt. Servant
62
15
Professional
20
Service
178
13
Student
Housewife
Retired
Total
254 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
TATA
SKY
DD
DIRECT
SUN
DTH
AIRTEL
DIGITAL
TV
DISH
TV
VIDEOCON
D2H
RELIANCE
BIG TV
Total
Secondary
14
Higher
Secondary
13
41
Graduation
140
10
13
60
113
113
13
462
Post
Graduation
140
11
57
114
138
14
483
Total
294
20
27
123
241
263
32
1000
255 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
256 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Connectio
n
SD
3D HD
HD
DDB
Total
Busin
ess
32
0
13
0
45
Retired
7
0
5
0
12
Total
734
11
254
1
1000
257 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
TATA
SKY
DD
DIRECT
SUN
DTH
AIRTEL
DTH
DISH
TV
VIDEOCON
D2H
RELIANCE
BIG TV
Total
below 5000
54
24
42
44
183
Above10000-Below 15000
95
41
82
75
309
Above15000-Below 20000
98
10
27
69
95
312
27
17
17
30
103
11
10
17
13
60
above 30000
Total
24
294
20
27
123
241
263
32
1000
258 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
259 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Cumulative
Percent
Percent
20.1
29.4
29.4
263
18.0
26.3
55.7
DISH TV
241
16.5
24.1
79.8
AIRTEL DTH
123
8.4
12.3
92.1
RELIANCE BIG TV
32
2.2
3.2
95.3
SUN DTH
27
1.8
2.7
98.0
DD DIRECT
20
1.4
2.0
100.0
1000
68.3
100.0
Frequency
Percent
TATA SKY
294
VIDEOCON D2H
Total
Rank
Total
294
20
27
123
241
263
32
1000
Outdoor
Television
Hoardings/
friends
Internet
Advertising
Survey
Advertising
Campaign
Total
TATA SKY
182
27
44
30
294
DD+
14
20
SUN DTH
20
27
AIRTEL
75
15
17
123
DISH TV
155
14
31
25
12
241
VIDEOCON
178
18
29
25
11
263
RELIANCE
21
32
645
66
126
107
44
12
1000
Total
262 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
263 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
TATA SKY
DD
DIRECT
SUN DTH
AIRTEL
DIGITAL
DISH TV
VIDEOCON
D2H
RELIANCE
BIG TV
Total
Electronic
Store
Online
Booking
Company
Outlet
Sales
Agent
On call
demand
to
company
Get
free
with
TV
Other
180
30
13
57
294
13
20
19
27
82
11
21
123
143
14
10
14
49
241
159
11
20
14
14
41
263
19
11
32
615
36
74
31
49
186
1000
Total
264 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
265 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Brands Of DTH
Enterta-
Science
inment
And
(Star,
Zee,
Colours,
Sports
pack
Music
Channels
pack
News
packs
Technology
packs
(NGC,
Sony
Discovery
etc)
etc)
Cartoon
packs
English
Movies
Total
channels
TATA SKY
106
56
69
34
17
294
DD DIRECT
20
SUN DTH
13
27
AIRTEL DIGITAL TV
56
24
29
123
DISH TV
95
41
55
29
10
241
VIDEOCON D2H
96
43
70
31
11
263
RELIANCE BIG TV
12
32
382
181
244
112
40
28
13
1000
Total
266 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
267 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
8.2.2.12
Analysis
of
Brand-wise
Value-Added
Services
Active
Learning
Active
Cooking
TATA SKY
61
18
DD DIRECT
11
SUN DTH
11
AIRTEL TV
16
DISH TV
Total
Active
Gaming
Other
29
294
20
11
27
78
17
123
43
21
133
42
241
VIDEOCON
47
32
142
34
263
RELIANCE
20
32
190
83
571
23
132
1000
Total
268 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
269 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Monthly
Quarterly
Half
Yearly
yearly
Convenient
Package
Total
TATA SKY
29
55
40
25
145
294
DD DIRECT
20
SUN DTH
12
27
AIRTEL DIGITAL
25
20
11
59
123
DISH TV
23
53
32
22
111
241
VIDEOCON D2H
26
50
39
22
126
263
RELIANCE BIG TV
13
32
Total
90
201
146
88
475
1000
Interpretation:
According to above analysis 47% customers say that Convenient Recharge system
that they follow. Some 20% they prefer quarterly (3months pack) they preferred.
15% prefer half yearly DTH Recharge. 9-9% customers prefer monthly and yearly
recharge respectively.
Satisfied
Somewhat
Satisfied
Neutral
Somewhat
Dissatisfied
Dissatisfied
Very
Total
Dissatisfied
TATA SKY
79
161
24
19
294
DD DIRECT
15
20
SUN DTH
12
11
27
AIRTEL TV
34
65
10
123
DISH TV
67
135
22
241
VIDEOCON D2H
74
152
18
12
263
RELIANCE TV
22
32
278
561
74
53
14
20
1000
Total
272 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Wait
for one
week to
get
solutio
n if not
then
change
wait for
1
month
to get
solutio
n if not
then
change
TATA SKY
14
25
DD+
SUN DTH
AIRTEL
DISH TV
VIDEOCON
Brands of
DTH
Whatever
happens
not
change
DTH
brand
Want to
change
the
brand
Immedia
tely
77
164
294
20
27
19
25
31
37
123
15
32
38
67
81
241
10
13
12
61
155
263
Total
RELIANCE
14
32
Total
58
39
89
102
242
445
25
1000
273 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Immidiately, but for TATA Sky and Videocon D2H people are more loyal with
them, Whatever happens they wont change Brand, for 1 year also people wait for
TATA Sky,Videocon & Dish TV for 6 Months results are sameand for 3, 2 and 1
moths people want to give equal chance to Airtel,Reliance and Sun. but fromm
above analysis researcher can say that people are more brand loyal with TATA
Sky,Videocon & Dish TV This analysis fulfils the objective No.05 of this study
Brands Of
DTH
Poor
after
sales
services
TATA SKY
DD +
SUN DTH
17
AIRTEL
11
17
DISH TV
21
VIDEOCON
RELIANCE
Total
Inconveni
ent
payment
system
Total
19
294
20
27
73
13
123
16
140
34
21
241
26
19
166
29
16
263
20
32
31
81
90
607
122
69
1000
Percent
Valid
Percent
Cumulative
Percent
80
5.5
80
5.5
16
100
6.8
10
26
520
35.5
52
78
130
8.9
13
91
50
3.4
96
40
2.7
100
1000
68.3
100
Reason to purchase
Total
Interpretation:
In this analysis researcher found that 52 % Respondents thinks that they Can see
more no. of channels in DTH with Digital picture clarity, 13 % says no
interruption, 10 % says they can select channels as per their choice ,8-8 % says
unavaibility of STB by Cable Operator and unavaibility of Cable connection in are
respectively. 5% subscribers got influenced due to relocating facility because
they have to transfer due to job from one city to another. And 4% influenced due
to VAS and technology, this analysis fulfils the objective No.06 of this study
276 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Strongly
agree
Agree
Strongly
disagree
Total
79.3
15.1
1.4
0.2
100
51.8
39.7
6.5
100
74.8
16.8
6.5
1.9
100
64.6
29.8
4.2
1.4
100
52.7
29.1
15.9
1.7
0.6
100
86.6
12.5
0.9
100
Moderate Disagree
277 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
clearity,installation,brand name,services,
for all
parameters users shown response 86.6%, 52.7%, 64.6%, 74.8% , 51.8%, and
79.3% respectively, which is more than 60% positive reply of respondents hence
the marketing strategies and services influence the perception of customer. This
analysis fulfils the objective No.04 of this study
Brands Of
DTH
Broadcasting
Solution
In
rain
Addition
Of
More
Convenient
packages
Make
available
More
HD
Channels
In
Less
rate
TATA SKY
190
24
74
294
DD DIRECT
20
SUN DTH
13
27
AIRTEL
84
17
20
123
DISH TV
166
17
58
241
VIDEOCON
180
23
55
263
RELIANCE
17
32
648
93
215
18
17
1000
Total
DTH
Portability
DTH
Broadband
Services
More
Schemes
and
Packages
Transparent
Services
Required
Total
Interpretation:
Above ratios reflect the DTH consumer expectations about their respective
brands. Most of the subscribers expect Broadcasting solution in Rainy season
because the broadcasting is gets stopped at the time of rain or rainy season this
ration is more in all DTH Services. Followed by this expectation consumers
desires More number of HD Channels in less pricing, and after that subscribers
are expecting More convenient packages and Schemes, Most of the Reliance big
TV consumers are asking for transparent services because of unwanted VAS
activation and balance cuts, Less number of consumers demanding for DTH
portability specially DD Direct Subscribers.
Quality
Brand
Image
Custo
mer
Pull
Service
Represent
ative
Schemes and
packages
Total
TATA SKY
12
21
AIRTEL
DISH TV
10
14
VIDEOCON
10
16
All DTH
27
48
Total
60
15
13
100
Interpretation:
As per above analysis most of the dealers and retailers perception says that
Quality is a main parameter keep DTH brands for selling ( TATA Sky, Videocon
D2H and Dish TV and combination of all these DTH Services) , Brand Image not
play any significant roes Customer Pull Services shown no impact.
Representative, Schemes, Price and services gives an average response to attract
consumers.
21-30
Connections
31-40
Connections
40-50
Connections
Above
51
Connections
Total
TATA SKY
10
20
46
AIRTEL
DISH TV
18
VIDEOCON D2H
16
32
Total
21
43
23
100
Brands of DTH
Interpretation:
According to the above bar chart only 46% dealers say they hav good sale of
TATA Sky,18% Dish TV, 32% say Videocon D2H. 4% say Airtel Digital TV, but
average sales per month is 31-40 Connections on first number,40-50 on second
number in which the sales ratio of TATA Sky, Videocon D2H and Dish TV is higher
Customer
service
Discount/
Schemes
Customer
Satisfaction areas
to be covered
Total
TATA SKY
24
20
46
AIRTEL DIGITAL TV
DISH TV
11
18
VIDEOCON D2H
19
13
32
Total
57
41
100
281 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Interpretation:
From above analysis most of the guidelines got to retailer by TATA Sky about
consumer Service (24 dealers says that) 20 dealers says they got direction from
TATA SKY about consumer satisfaction area covering, 19 Dealers got guideline
Videocon D2H about consumer Service and 13 retailers says they got guideline
about consumer satisfaction area covering in Dish TV 11 and 7 Dealers says about
same activity and 3 and 1 dealer talks about same but for Airtel Digital TV
Quality
(Picture/Broadcasting)
Range of
Schemes and
packages
Features
Brand
image
Total
TATA SKY
20
14
12
46
AIRTEL TV
DISH TV
18
VIDEOCON
16
10
32
Total
42
34
22
100
282 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Interpretation:
From above analysis most of the retailer says TATA Sky for Quality(20 dealers)
16 dealers talks about Videocon D2H, 5 Dealers proffered Dish TV for Quality and
rest 1 is says Airtel DTH are accepted by consumers for Quality purpose. Then
Range of Schemes and packages from TATA SKY is also expert and active thats
why 14 dealers are says TATA sky influenced due to their active schemes and
packages, next Videocon D2H 10 dealers said Videocon accepted for schemes and
packages. 8 dealers shows positivity that Dish TV accepted for schemes and
packages and only 2 dealers shows positivity about Airtel digital TV For their
Schemes and packages. TATA SKY is a major player for creating influence about
features thats why 12 dealers and Videocon D2H influence 5 dealers, Dish TV
Influenced 4 and Airtel impacted on 1 dealer for the same for serves this product
to their subscribers. On basis of Brand image Videocon D2H and Dish TV shows
good impact as per dealers point of views.
Do customer attract on
such schemes
Total
No
Yes
38
44
Free Installation
15
20
Free check-up
No Schemes
31
31
12
88
100
Total
283 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Percent
Valid
Percent
Cumulative
Percent
Selection of Brand
52
37.7
52.0
52.0
5.1
7.0
59.0
13
9.4
13.0
72.0
17
12.3
17.0
89.0
11
8.0
11.0
100.0
100
72.5
100.0
100%
Parameters
Total
284 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Deals in Brands
Total
Very Satisfied
Satisfied
Neutral
TATA SKY
11
21
AIRTEL DIGITAL TV
DISH TV
VIDEOCON D2H
All Companies DTH
0
9
10
29
0
4
6
14
1
1
0
5
1
14
16
48
Total
59
32
100
Profit
Margin
Consumer
Satisfaction
Gain in sale
of television
Total
TATA SKY
25
12
46
AIRTEL DIGITAL TV
DISH TV
11
18
VIDEOCON D2H
20
32
23
57
20
100
Total
b) Alternate Hypothesis:
H1.Nagpur City Subscribers are satisfied with overall service quality of DTH
services.
287 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
From Question No. (15) And Question No. (26) The impact of Overall service
quality found on Satisfaction level of DTH subscribers of Nagpur City and on this
figures which have got from primary data (Survey) The Pearsons Correlation
analysis and the paired Sample T-Test Applied over by SPSS Version-20 so
result is shown below.
Overall satisfaction about DTH service * Overall Service Quality Cross-tabulation
Overall Service Quality
Overall satisfaction
Total
about DTH service
Excellent Good Average
Poor
Worse
Very Satisfied
154
113
278
Satisfied
212
320
21
561
Somewhat Satisfied
26
29
18
74
Neutral
35
53
Somewhat Dissatisfied
14
Dissatisfied
11
20
Very Dissatisfied
410
483
49
48
10
1000
Total
288 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Pearsons Correlations
Overall
satisfaction
about DTH
service
Pearson Correlation
1
Sig. (2-tailed)
Overall
satisfaction
about DTH
service
Overall
Service
Quality
.378**
.000
1000
1000
Pearson Correlation
.378**
1
Sig. (2-tailed)
.000
N
1000
1000
**. Correlation is significant at the 0.01 level (2-tailed).
Table 38: Pearsons Correlation Analysis of Overall satisfaction and overall
service quality
Overall Service
Quality
Pair 1
Mean
Std.
Deviation
Std.
Error
Mean
2.02
1000
1.005
.032
1.77
1000
.829
.026
Table 39: paired sample statistics of Overall Satisfaction and overall service
quality of DTH
Paired Samples Correlations
Pair 1
Correlation
Sig.
1000
.378
.000
Overall satisfaction
about DTH service Overall Service
Quality
.259
Paired Differences
Std.
Std.
95% Confidence
Deviation
Error
Interval of the
Mean
Difference
Lower Upper
1.033
.033
.195
.323
df
Sig. (2tailed)
7.929
999
.000
289 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Interpretation:
From the above Pearsons correlation analysis and paired sample T-Test the Sign
value = 0.000 < 0.05, Hence, the null hypothesis H0 is rejected at 5% level of
significance and hence the alternate hypothesis is accepted. The alternate
hypothesis is, There is significant relationship between Overall service
quality and consumer satisfaction of DTH in Nagpur. Means H1. Nagpur City
Subscribers are satisfied with overall service quality of DTH services.
b) Alternate Hypothesis:
H2. Good picture Quality of DTH services motivates purchase decision of
consumer.
From Question No. 13 Option (D) The impact of picture quality found on
purchase decision of DTH subscribers of Nagpur City and on this figures which
have got from primary data (Survey) The one Sample T-Test Applied over by
SPSS Version-20 so result is shown below.
One-Sample Statistics
Mean
Std.
Deviation
Std. Error
Mean
1000
1.14
.375
.012
Clarity of picture
in DTH is
Superior.
df
Sig. (2tailed)
96.363
999
0.000
Mean
Difference
1.143
95% Confidence
Interval of the
Difference
Lower
Upper
1.12
1.17
291 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
8.4.2 Macro level Findings:1) Customers of Nagpur city are satisfied with DTH services:
After doing this research the researcher found that Consumer satisfaction level is
not specific to a particular DTH brand but DTH services as a whole. Consumer
satisfaction for a particular DTH brand represents the satisfaction for whole and
all DTH service providers, but according to research the brand wise satisfaction
level is concerns then satisfaction level about Tata sky is higher, on second place
the Videocon D2H has satisfied the subscribers with its services on third place
Dish TV creates a recognition in consumer perception and Airtel Digital TV is
running in average but Reliance, Sun and DD Direct showing decline results.
292 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
channels what they want and even offering interactive elements such as videoon-demand, gaming, astrology etc.
293 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
personal, interactive, and social TV-viewing experience. This also means that the
demand for the right kind of STBs is increase. STBs that come with a basic digitalto-analog converter, simple-to-use user interface with channel listing, favorites,
parental control, and a remote control unit would be the most sought after one.
295 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
297 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
2) Most of the respondents come into age group of 16-45 and after that average
users are there and males are major decision makers at the time of DTH
brand and service selection
3) Majority of DTH users were in the income group of between 10,000 and
20,000 i.e., DTH service was availed mostly by middle and high income group
people. Low income group people did not avail this service widely
4) Most of the subscribers are belongs to the service class because in hectic life
schedule they requires modes of Television entertainment which completely
gets by DTH Services.
5) Graduate and post graduated mostly prefer DTH Brands because as they are
educated thats why they aware about DTH trends and avaibility of plans and
schemes very well
6) Around 74% subscribers are having standard definition DTH connection,
because there are less content of HD available on all DTH companies which
are not affordable for middle class consumers.
7) Most of the subscribers are having salary between 10000-25000 and all
these income levels are belongs to middle class income and thats why they
can afford DTH Connections.
8) TATA Sky is a leading brand uses in a Nagpur City then Videocon D2H, Dish
TV comes thereafter and Airtel DTH has average sales in Nagpur City
9) Consumers are habitual of DTH services those who using these services since
last 2 to 3 years and thats why this consumers are brand loyal.
10) Majority of the respondents are having the DTH service with above 120
channels.
11) Television advertising is an effective source of awareness for all DTH
Services as a whole.
299 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
12) Among all the programs available on the DTH service, majority of the
respondents select Entertainment programs, secondly select Music packs, on
third place people select Sports pack, news pack is on fourth place and
cartoon, English movies and science and technology channels demands less.
13) 57% subscribers subscribed movie on demand frequently, 19% subscribers
subscribed active learning VAS. The next 13% subscribers subscribed active
gaming VAS, and 9% say Active cooking is best VAS for learn how to cook &
the least 2% subscribers subscribed astrology pack.
14) . Majority of the respondents opined that Advertisement was an effective
factor in making a decision to prefer DTH Service.
15) Broadcasting problems in rain this is the major problem faced by DTH
subscribers
3. How marketing strategies affect the length of the customer and service
provider relationship in rural area?
4. Feasibility of customer marketing programme and customer retention in
rural areas.
5. Implications of product and promotion of DTH services in rural and urban
areas and many more as the innovation is done.
301 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-9
Conclusion,
Recommendations
& Suggestion
302 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Chapter-9
Conclusion, Recommendations
& Suggestion
The Inferences drawn and evidences obtained from the present study when
examined against the objectives of the study bring out to the fore certain
interesting as well as useful conclusions. This chapter deals with the conclusions
and recommendations, after analysis of the views, recommendations and
suggestions given by the respondents, dealers and service providers of DTH
various Marketing strategies for DTH Services have been formulated. These
interactions are covered under various heads viz: -
9.1 Conclusion:
DTH service providers are offering a number of attractive channel packages to
their subscribers keeping in mind the social status of different customers, the
DTH companies provide a wide range of subscription, VAS, prices and the comfort
of switching between packages as per their requirements these DTH industry in
Nagpur implemented different kinds of marketing strategies like advertisements,
on the phone selling, discount and offer sales, packages, service quality, picture
quality, technical innovations etc. for promotion, sales and growth of their
services and to influenced to the purchase decision of subscribers in Nagpur city,
these Marketing practices is a continuous process as the competition keeps
increasing among the DTH players in the city. Each player is investing lot of
money in promoting their brands; these all factors are for influencing buyers
perception and behavior and giving them post purchase qualitative services to
make them satisfied. As far as DTH services of Nagpur is concerns study reflects a
303 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
result that Nagpur City DTH Customers are satisfied with products perceived
performance in delivering value of DTH Services, all these services relative to a
buyers expectations. Marketing is shifting from trying to maximize the profit on
each individual transaction to building mutually beneficial relationships with
consumers and other parties. This idea of relationship marketing is beyond
creating short-term transactions.DTH marketers build long-term relationships
with valued customers, distributors, dealers, and suppliers which build strong
economic and social ties by promising and consistently delivering high-quality
products, good service, and fair prices. Thats why the technology and the people
are the main sources of the innovation in DTH industry because Customers
opinions and their needs served by providing a service, which is matching to
peoples needs and requirements, DTH companies creates several of ideas about
who are the potential customers for this service to make a brand loyal customer.
The key is to match customer expectations with company performance. Leading
DTH companies of Nagpur aim to delight customers by promising only what they
can deliver, then delivering more than they promise.
Thus, the DTH companies such as Tata sky, Videocon D2H have created leading
market in Nagpur City. These companies are making more effort to make aware
the advantage of the service and create an urge to invest in it. Quality has a direct
impact on product or service performance. Thus, it is closely linked to customer
value and satisfaction. Dish TV and Airtel Digital TV are on average stage but
Reliance Big TV and Sun DTH falls short of the customers expectations, the buyer
is dissatisfied with their performance. Satisfied customers make repeat
subscription and they tell others about their good experiences with the services.
The brand loyalty for each and every company is very high, so there is no need of
lot of costs to be poured in marketing and promotion of the service and product.
Every function that is performed by the players is a well planned and executed
304 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
properly. So in all the areas those players are using the expertise people in the
industry and performing operations in DTH industry very economically. So the
DTH service providers must pay attention on Customer Service, picture quality,
reasonable price rather than other factors to make their business more successful
and satisfy the consumers hence the marketing strategies, services of DTH
services influence to the customer of Nagpur city.
305 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
fulfilled only when all the elements in the value chain, namely, Content,
Distribution and Reception devices are all digitized. This Digitization of Cable TV
Distribution System is the first step for realizing the broadcasting vision of India
and this step has taken by DTH industry of India in the deployment of modern
Information Technology systems to enhance lives, knowledge, and living life style
of human being for transformation of India into digitized broadcasting nation.
307 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Bibliography
308 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
1) Reference Books:
1. B.S. Rathor, "Advertising Management"- Reprint (2001) Himalaya
Publishing House, Mumbai. 4. R.S.N. PILLAI," Marketing Management"
Reprint (2010),S.Chand, New Delhi.
2. Berkowitz E, Kerin R and Rudelius W (2003), "Marketing", pp. 230-245,
7th Edition, McGraw-Hill, New York.
3. Berry, L.L. (1983),Relationship Marketing, in Emerging Perspectives in
Services Marketing,"
4. Bradley T. Gale, President, Customer Value, Inc. Trends in Customer
Satisfaction, Loyalty, and Value.
5. Brisk & Chapman; Modern Marketing Strategy.
6. C.R. KOTHARI, "Research Methodology", Revised (2009), New Age
International Publishers, New Delhi.
7. Chalam G.V Quality of Services in Telecom Sector: Users Perception- An
Assessment, ICFAI University Journal of Managerial Economics, 2005
8. Chatterjee & Basak, Marketing Management - Concepts and Strategy.
9. Deepak Chawala & Neena Sondhi, Research Methodology-Concepts and
cases Vikas publishing house ltd- 2011 edition
10. Dr. S. P. Gupta, Statistical Methods, Sultan Chand & Sons Educational
Publishers, New Delhi -2006.
11. Dr.N.Rajan Nair & Sanjith R. Nair, "Marketing", Reprint (2002),Sultan
Chand & Sons, New Delhi.
12. Haley, Russel I. (1984), "Benefit Segmentation: Backwards and Forwards,"
13. J.K. Sachdeva,Business research methods and models latest edition.
14. Karen P. Goncalves. Services Marketing A Strategic Approach, Prentice
Hall International.
309 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
15. Kotler Philip (2004), Marketing Management, Tenth Edition, New Delhi,
Prentice Hall India Private Limited.
16. Marketing Managers Handbook-Britt Guess Second Revised Edition-UBS
Publishers Distributors Ltd,New Delhi
17. Philip Kotler, Marketing Management The Millennium Edition, PrenticeHall of India private limited, New Delhi, Ed -2000.
18. Philips Kotler - Marketing Management 11th Ed. - (Prentice Hall of India)
19. Prem Kumar. New Delhi, Television Industry in India: Market Structure,
Conduct, and Performance: Deep & Deep Publications. 1988.
20. Prof. Mrs. Monika , Marketing Management (MM)
21. S.Ramesh kumar (2003), Conceptual issues in consumer behavior ; the
Indian context. ,Pearson Publication.
22. Schiffman & Kanuk, Consumer Behaviour, Pearson Education, 9th Edition.
23. Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal
Communication Services. IEEE Personal Communications. 1(1), 1994.
24. Solomon, M.R. (2007). Consumer behavior: Buying, having, and being (7th
ed.). Upper Saddle, River, NJ: Prentice Hall.
25. Valarie A. Zeithaml, Mary Jo Bitner, Services Marketing, Integrating
Customer Focus Acsosthe Firm, Tata McGraw Publishing Co. Ltd.
26. Ramaswamy, V.S., and Namakumari, S., Marketing Management, McMillan
India Ltd., New Delhi, 1995
27. Nair Suja R. Consumer Behaviour and Marketing Research, Himalaya
Publishing House, 2008.
28. Markin, R., Marketing-Strategy and Management, John Wiley & Sons,
Second Edition, New York, 1997
29. Kardes Frank. R., Consumer Behaviour and Managerial DecisionMaking,
2nd Edition, Prentice Hall of India, New Delhi, 2003.
310 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
2) Journals, Research papers and Articles:1. Aimee L. Stern, "The Baby Boomers Are Richer and Older," Business Month,
October 1987, pp. 24-28.
2. Atchariyachanvanich, K., & Hitoshi Okada, H., (2007). How Consumer
Lifestyles Affect Purchasing Behavior: Evidence from Internet Shopping in
Japan, Journal of Entrepreneurship Research, 2(2) 63-78.
3. Avani Maniar And Krutika Muley, Opinions of the nuclear families regarding
their usage of DTH TV, Asian. J. Home Sci., Dec. 2009 to May, 2010 Vol. 4 (2)
4. Barwise, P. and Ehrenberg, A (1985). Consumer Beliefs and Brand Usage",
5. Bhokare, S. (1999). Perception of housewives regarding the Influence of cable
TV on selected areas of their Lives. (M.Sc.Thesis, M.S.University, Baroda
(Gujarat).
6. Chiu, J., Chen, H., Tzeng, G., and Shyu, J., (2006). Marketing strategy based on
customer behavior for the LCD-TV, Int. J. Management and Decision Making,
7(2/30), 143.
7. Debra L. Scammon, "Information Load and Consumers," Journal of Consumer
Research, December 1975, pp. 148-155.
8. Dr. R.Krishna Kumar, Consumer Behaviour Towards Electronic Goods With
Reference To Occupational Factors - A Study In Cuddalore Town,
International Referred Research Journal, September ,2011,ISSN-0975-3486,
RNI: RAJBIL 2009/30097, VOL-II *ISSUE 24
311 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
9. Dr. Uday Singh Rajput, Aditya Kumar Sharma Customer satisfaction towards
service quality of Direct To Home (DTH) with special reference to Gwalior and
Chambal Sambhag RIJM volume 1, issue 9 (september 2012) ISSN: 2250
3986
10. Geok Theng Lau, & Sook Han Lee Consumers' Trust in a Brand and the
Link to Brand Loyalty Journal of Market-Focused Management December
1999, Volume 4, Issue 4, pp 341-370
11. Indian DTH Industry - Growth Opportunities Dion Global Solutions Ltd.,
March 2010
12. Indian DTH Market Forecast to 2012 RNCOS E-Services Pvt. Ltd. Date: May,
2011
13. J. Jayashree and A. Sivakumar A Study on Customer Perception towards DTH
Services in Coimbatore City ,IOSR Journal of Business and Management
(IOSR-JBM) e-ISSN: 2278-487X. Volume 8, Issue 1 (Jan. - Feb. 2013), PP 1014.
14. Journal of market research society, 27 March, pp. 8-93.
15. Kapil Gulati, Preeti Khatri , DISH TV- Marketing Mix & Growth,
International Journal of Banking, Finance and Accounting , Volume 1, Issue 1,
December,2011.
16. Kumar, R. (2011). Consumer Behaviour Towards Electronic Goods With
Reference To Occupational Factors - A Study In Cuddalore Town,
International Referred Research Journal, 2(24).
17. M. J. Senthil Kumar, Dr. N. R. Nagarajan Subscribers Attitude Towards DTH
Services Volume no. 2 (2012), issue no. 12 (December) ISSN 2231-5756
18. Mahesh Patel and Mitesh Patel Perception and satisfaction with direct to
home services: A comparative study in Gujarat, India INT. J. NEW. INN.,
2012, 1(2), 288-294, ISSN:2277-4459
312 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
19. Maniar Avani, Muley Krutika, DTH TV - Its usage, benefits and limitations
Mass Communicator, Volume 3, Issue 4, 2009.
20. Maniar Avani, Muley Krutika, DTH TV - Its usage, benefits and limitations
Mass Communicator, Volume 3, Issue 4, 2009,
21. Maniar Avani, Muley Krutika, DTH TV - Its usage, benefits and limitations
Mass Communicator, Volume 3, Issue 4, 2009,
22. Peck, J. and J. Wiggins. 2006. "It Just Feels Good: Customers' Affectvie
Response to Touch and Its Influence on Persuasion." Journal of Marketing
70(4):59 - 69.
23. R. Srinivasan , DTH Industry in India Future Prospectus, Economic Affairs
Vol. 56, No. 2 June 2011 (Page 185-188)
24. Richard Blundell, Consumer Behavior: Theory and Empirical Evidence--A
Survey, The Economic Journal, Vol. 98, No. 389. (Mar., 1988), pp. 16-65.
25. Rubinson, J. and A. Baldinger. 1996. "Brand loyalty: the link between attitude
and behaviour." Journal of Advertising Research 36(6).
26. S. Sudheer Kumar Reddy Factors motivating customers towards DTH
services in Andhra Pradesh international Journal of scientific research
Volume : 2, Issue : 7, July 2013 ISSN No 2277 - 8179
27. Satellite and Cable TV,Journal of Broadcasting, February 2010, pp. 61-70.
28. Senthil Kumar M. J., Dr. N. R. Nagarajan, Subscribers Attitude Towards DTH
Services, International Journal Of Research In Commerce, It & Management,
Volume No. 2, Issue No. 12, December, 2012.
29. Shabbir, G., Niazi, K., Siddiqui, J., Shah, A., Hunjra, I., (2012). Effective
Advertising and its Influence on Consumer Buying Behavior, Information
Management and Business Review,4(3), 14-119.
30. Steven M. Shugan, "The Cost of Thinking," Journal of Consumer Research,
September 1980, pp. 99-111.
313 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
3) Websites:
1.
www.medianama.com
2.
www.circuitstoday.com
3.
www.dth.com
4.
www.thehindubusinessline.com
5.
www.airtel.in/digitaltv
6.
www.sundirect.in
7.
www.dishtv.in
8.
www.tatasky.com
9.
www.bigtv.co.in
10. www.unicondirect.com
11. www.indiadth.in
12. Business World
13. Business Today
14. www.economictimes.com
15. www.trai.gov.in
16. www.20twentytwo.blogspot.in
17. www.satellite-evolution.com
314 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Annexure
315 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Thanking you.
Yours Faithfully,
Mr.Parihar Dahake
PHD Researcher
316 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Name:.
Gender Male
Female
Location: . City:
Phone No.
Marital Status: Married
Single
1. Age
0-15 Yrs
16-30 Yrs
31-45 Yrs
46-60 Yrs
2. Occupation?
Business
Govt. servants
Housewife
Professional
Student
Service
Others..
Above10000-Below 15000
Above15000-Below 20000
Above 30000
above 5
No
CAS
DTH
BIG TV
SUN TV
AIRTEL DTH
DISH TV
VIDEOCON DTH
OTHER = Reason
8. How much days do they take for the installation of Dish and Set Top Box?
Immediately
1 day
2 3 days
3 6 days
9. How did you come to know about the above DTH brand?
T.V.
Friends
Radio
Internet
Outdoor hoardings
Print Advertising
Online booking
Company Outlet
Others
317 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
11. Since how long have you been using DTH service?
Less than 6 months
2- 3 years
6 months to 1 year
1 year to 2 years
12. I would like to go in for DTH service because? Tick the statement given below
a) My cable operator does not provide STB.
b) There is unavailability of cable connection in my area.
c) I can select channels as per my choice.
d) I can see more no. of channels in DTH with digital picture clarity
e) There is no interruption in viewing.(Picture Clarity)
f) Relocating facility available without any cost
g) DTH brands provide Value added services, and Technically improved
13. I would prefer DTH services because? Rate the statement given below in a
scale of 1-5. Where
1: Strongly agree 2: Agree 3: Cant say 4: Disagree 5: Strongly disagree
a) DTH brands are cost efficient and affordable then Cable/CAS.
b) There are better schemes available while buying a DTH brand.
c) In DTH service we have to pay once.
d) Picture quality in DTH services is Superior.
e) DTH brands provide better service than Cable/CAS
f) DTH services are associated with a good brand name.
g) DTH brands provide Value added services like Personal video recorder,
Pay Per View, VOD.
h) Easy installation of DTH without paying advance and extra cost
14. What are the parameters that a DTH brands should posses to be successful?
Good Picture Quality
Brand Name
Reasonable Price
Discount Schemes
Excellent Service
Good Promotion
15. What rating you will give to the service quality of your DTH Services?
S.N.
1
2
3
4
5
Parameters
Excellent
Good
Average
Poor
Worse
Tick
318 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Parameters
Rating(1-5)
Economy of price
Picture Quality Specially During monsoon
Freedom of choice
Unlimited channels
International Channels
Uninterrupted picture and powerful signal
Add on and interactive features
Customer service
17. Which package system do you prefer or demand most in your DTH system ?
Entertainment (Star, Zee, Colors, Sony, etc)
Music Channels pack
Sports pack
News packs
Games
Learning
Lifestyle
Other.
19. How do you feel about the prices paid for the interactive service?
Costly
Affordable
Cant say
20. In what way do you think that your DTH service is different from other DTH
services?
Clarity of channels
Quarterly
Half yearly
Yearly
Convenient Package.
22. Which mode of payment do you prefer to pay for your DTH services?
Through cell phones
Through internet
23. What are the problems faced by you regarding your DTH service?
Poor after sales services
Non-response to complaint
Interruption In signals
319 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Advertisement
Brand Ambassador
Schemes
Other.
25. If your DTH creates problem? Then what will you do?
Want to change the brand immediately.
Suit a complaint and wait for solution for one month
Wait for 3 month for solution
Wait for 6 month for solution
Wait for 1 year and not change the brand.
Whatever happens do not change the brand
26. Overall how satisfied you are with your DTH services?
S.N.
1
2
3
4
5
6
7
Parameters
Very Satisfied
Satisfied
Somewhat Satisfied
Neutral
Somewhat Dissatisfied
Dissatisfied
Very Dissatisfied
Tick
No
Service
Ad-campaign
Schemes
Word of mouth
Parameters
Strongly agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree
Rating(1-5)
320 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Thanking you.
Yours Faithfully,
Mr.Parihar Dahake
PHD Researcher
321 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
:................................................................................
Tel
:................................................................................
1.
AirtelDTH
Tata
sky
Reliance
Big TV
Sun TV
VideoconD2H
Other
.
Price
Quality
Brand Image
Customer Pull
Services
Representative
Schemes
3. Which is the best medium do you used to advertise DHT Product?
TV
Radio
Newspaper
Internet
Banner adds
Sales person/executive
Exhibitions
Mobile
Other
322 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
323 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
9. In the current market scenario which of the following areas need to be more
emphasized and developed, in order to make a difference in the DTH service
sector .(Tick whichever attribute is appropriate)
1) Product Strategy:
Quality
Range
Features
Brand image
Any other (specify)
2) Price Strategy:
Price cuts
Cost cuts
Payment and credit terms
Any other (specify)
3) Promotion Strategy:
Advertisements
Discounts and schemes
Dealer
Any other (specify) .
4) Distribution Network:
Number of Dealers/distributors
Channel Margins
Channel Support
Channel Delivery speed to the customers
other (Specify)
5) Physical evidence
Attractive appearance
Demonstration of Facilities of DTH with Television
Features
Clarity of Display
Free Gifts (With Television)
324 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
6) Process
Leaflet
Cable Advertising
Newspaper/ Printed Advertising
Aggressive Ad- Campaigning
Outdoor Hoardings/Advertising
Internet/Online advertising
7) People
Effective Customer Relationship management
Best Offering for Loyal Customer
Building Trust by Transparent services
Excellent Hospitality
Discounts Facilities
Seasonal (Festive) offers
10. Do you offer any schemes and packages of DTH to customer by you?
Yes
No
11. If Yes Then Which?
Combo pack of TV and DTH
Free starter schemes
Free Installation
Free check-up
12. Do customer attract on such schemes?
Yes
No
13. Does marketing of DTH influenced Purchase decision of Customer?
Yes
No
14. If yes then how do you understand?
Selection of Brand
Popularity
Asking about available package
Awareness about Brand Image
Well known about Current Trends of DTH
Demanding about schemes and packages shown in advertisement
Others
325 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
15. Are you satisfied with the services of the brands you are selling?
7- Very Satisfied 6- Satisfied 5- Somewhat Satisfied 4- Neutral 3Somewhat Dissatisfied 2- Dissatisfied 1- Very Dissatisfied
S.N.
1
2
3
4
5
6
7
Parameters
Very Dissatisfied
Dissatisfied
Somewhat Dissatisfied
Neutral
Somewhat Satisfied
Satisfied
Very Satisfied
Rating(1-7)
326 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
Dear Respondent,
The following survey is a research work on the topic titled A study of Marketing
Strategies adopted by Direct To Home (DTH) services and its influence on
consumer behavior with special reference to Nagpur city (2009-2014) for PhD
in faculty of Commerce.
I request you to spare some of your valuable time to complete the questionnaire. I
assure that the data provided by you will be strictly used for academic purpose
only and shall be kept confidential.
Thanking you.
Yours Faithfully,
Mr.Parihar Dahake
PHD Researcher
327 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
No
Cant Say
8. Has the company fixed any specific amount of after-sales service charges?
Yes
No
No
328 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
10. Does the company take feedback from the customer after sale of the product?
Yes
No
11. The sales personnel recruited possess, which of the following qualifications:
Diploma in marketing and sales
MBA (Marketing) / MBA (IT)
B.E. (in Respective branch or other)
Graduate in any discipline
Any other specify .
12. What kind of training do you provide to the new Marketing Personnel?
329 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)
No
19. Are you satisfied with overall marketing strategies of your company?
Yes
No
330 | A study of Marketing Strategies adopted by Direct To Home (DTH) services and its influence on consumer
behavior with special reference to Nagpur city (2009-2014)