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Study of Consumer Perception in DTH Preference

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Study of Consumer

Perception in

DTH Preference

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World & Indian MarketLiterature Review & FindingsHypothesisResearch model and MethodologyQuestionnaire DescriptionDemography analysisAnalysisConclusionFuture Scope

Flow of Discussion

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World Market

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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

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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.

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‘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

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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

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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

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Consumer Perception

Offered Packages

Core Services

Value Added Services

Marketing Campaigns

Research Model

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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

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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

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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.)

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49%

11%5%

25%

10%

StudentUnemployedSelf employeEmployedBusinessman

Demographics

Total Responses 113

Incorrect & Outliers 24

Correct Responses 89

Age-wise distribution

Profession-wise distribution

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Descriptive StatisticsCorrelation TableANOVAMultivariate Regression analysisHypotheses result

Analysis

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  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

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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

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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

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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

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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

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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 :

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THANK YOU