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Study of Consumer
Perception in
DTH Preference
World & Indian MarketLiterature Review & FindingsHypothesisResearch model and MethodologyQuestionnaire DescriptionDemography analysisAnalysisConclusionFuture Scope
Flow of Discussion
World Market
Industry Review• Pay TV technology brought a paradigm shift in cable TV industry• Analog subscribers grew marginally in last decade, worldwide.• Nearly 20% growth in Digital & Pay TV subscribers• World over subscribers expected to rise by 34% by 2022: NSR
• Cable TV dominated for decades in Indian market.• Shows signs of decline with rise in DTH Service providers• DishTV was launched in 2004• DishTV brought paradigm shift in Indian market• 24% growth in DTH subscribers during last decade
Indian Market
Indian service providers were biggest revenue collectors for FY’11: MPA Research• DTH Growth estimated at CAGR of 3% for 2015• In 2015, subscriber strength to be around 48mn• India to be biggest DTH market by 2015, overtaking US
• DishTV, the leader of Indian DTH market with over 15mn subscribers• Tata Sky ranks 2nd in market share• Other popular players: Airtel, Reliance, SUN & local players.
‘A Comparative study on various DTH Service providers in Chennai’ by L. Jayanthi & Sutha A. Sample size: 300 Study based on customer preference, satisfaction & choice of going for DTH service. No. of channels, video quality, ease of purchase, payment, services in bad weather were major reasons.
‘Consumer Survey on DTH Satellite Television in India for Cosmic Infosystem Private Limited’ by Balaji (2005) Sample size: 100 DTH & 150 Non-DTH Users Study based on Monthly Income of subscribers DishTv was a popular choice in C & D categories
‘Competitive Strategies in the Indian DTH industry’ by Kapil Chaturvedi Rising number of players in industry Tough competition in industry Highly attractive industry
Literature Review
Hypotheses
H1The offered packages provided affect the consumer choice
H2 The core services provided affect the consumer choice
H3The value-added services provided affect the consumer choice
Hypotheses
Core Services
Picture Quality
After Sales Services
Installation Services
Initial Investment
Offered Packages
Channel Package
Renewal Package
No. of Channels
Marketing Campaign
Influence of Ads
Offers & Schemes
Independent Variables
VAS
Consumer Perception
Offered Packages
Core Services
Value Added Services
Marketing Campaigns
Research Model
SAMPLING TECHNIQUE: Convenience Sampling TYPE OF RESEARCH: This study is descriptive in nature. PRIMARY DATA: The primary data shall be collected with the help of structured questionnaires and interview method. SECONDARY DATA: Secondary data collected from various books, journals, and websites pertaining to this study. SAMPLE SIZE: The sample size is 113 respondents. PERIOD OF STUDY: Period January to February, 2014.
Research methodology
All the questions are closed ended Choices are provided in every question Broad question has been asked before a narrow question, Like Q no 2 and 4 First question is a filter question, only those who reply positive to first question are eligible to answer further questions
Questionnaire Description
Most of the questions are determinant-choice questions Checkbox has been provided In question no 9, ranking technique has been used Category Scale has been used in most of the questions Personal information has been asked at the end
Questionnaire Description (cont.)
49%
11%5%
25%
10%
StudentUnemployedSelf employeEmployedBusinessman
Demographics
Total Responses 113
Incorrect & Outliers 24
Correct Responses 89
Age-wise distribution
Profession-wise distribution
Descriptive StatisticsCorrelation TableANOVAMultivariate Regression analysisHypotheses result
Analysis
Mean Std. Deviation NMEAN_INFLUENCE 3.8258 .69944 89CORE_SERVICES 3.8315 .76241 89PACKAGE_OFFERED 3.9888 .84267 89ADVERTISEMENT 3.8596 .76124 89V.A.S 3.1348 1.15001 89
Descriptive statistics
• Likert Scale value = 5• Positive response from almost all respondents
MEAN_INFLUENCE
CORE_SERVICES
PACKAGE_OFFERED
ADVERTISEMENT
V.A.S.
Pearson Correlation
MEAN_INFLUENCE 1.000 .795 .753 .754 .376
CORE_SERVICES .795 1.000 .713 .660 .444
PACKAGE_OFFERED .753 .713 1.000 .684 .406
ADVERTISEMENT .754 .660 .684 1.000 .307
V.A.S. .376 .444 .406 .307 1.000
Sig. (1-tailed) MEAN_INFLUENCE .000 .000 .000 .000
CORE_SERVICES .000 .000 .000 .000
PACKAGE_OFFERED .000 .000 .000 .000
ADVERTISEMENT .000 .000 .000 .002
V.A.S. .000 .000 .000 .002
N MEAN_INFLUENCE 89 89 89 89 89
CORE_SERVICES 89 89 89 89 89
PACKAGE_OFFERED 89 89 89 89 89
ADVERTISEMENT 89 89 89 89 89
V.A.S. 89 89 89 89 89
Correlations table
Except for Value Added Services(V.A.S) all are significant
No multicollinearity in the regression analysis
Predicted MEAN_INFLUENCE = 0.452 + (0.381*CORE_SERVICES) + (0.202*PACKAGE_OFFERED) + (0.289*ADVERTISEMENT)
Independent variables statistically significantly predict the dependent variable,
As, F (89) = 62.685 (F value >4)
The F-ratio in the ANOVA table tests whether the overall regression model is a good fit for the data or
not
HypothesisIndependent
variableDependent variable Result
H1 Offered PackageConsumer Preference
(True)
Consumer Preference depends on the offered
package of a DTH service provider.
H2 Core ServicesConsumer Preference
(True)
Consumer Preference depends on the core
services of a DTH service provider.
H3Value-Added
ServicesConsumer Preference
(False)
Consumer Preference does not depend on the
value added services of a DTH service provider.
H4Marketing Campaigns
Consumer Preference
(True)
Consumer Preference depends on the
marketing campaign of a DTH service provider.
Hypothesis Result
Preference of consumer perception about the DTH provider depends on the core services, offered packages & marketing campaigns Now-a days advertisement is a big marketing weapon to attract your customers and to attract your customers and to stay in customer’s mind
Conclusion
Consumer Perception
Offered Packages
Core Services
Marketing Campaigns
Factor Analysis of the variables to be used
Conducting the study on larger sample
Influence of demographic variables
Study on separate DTH providers individually
Increasing the coverage span
Use of other survey methods to gather more accurate response
Future Scope of the Study :
THANK YOU