TO STUDY THE CUSTOMER SATISFACTION PROVIDED BY

DISHTV

BACHELOR OF
MANAGEMENT STUDIES (BMS)
SEMESTER V
Submitted

In Partial Fulfillment of the requirements

For the Award of Degree of
Bachelor of Management Studies (2017-2018)
Submitted By:
PUSHPARAJ K. GAWALI
ROLL NO. 42012

J.K. COLLEGE OF SCIENCE AND COMMERCE, PLOT NO.-22,

SECTOR-5,
GHANSOLI, NAVI MUMBAI-400701
 DECLARATION

I, PUSHPARAJ GAWALI the student of T.Y.B.M.S SEM-V(2017-

2018) hereby declare that I have completed this project on TO
STUDY THE CUSTOMER SATISFACTION PROVIDED BY
DISH TV
The information submitted in the project is original and true to the best
of my knowledge

(Signature of Student)
Pushparaj Gawali
42012

J.K.COLLEGE OF SCIENCE AND COMMERCE PLOT NO.22,

SECTOR 5, GHANSOLI, NAVI MUMBAI 400701
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in
the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.

I would like to thank my Principal,Mrs. Gurmeet Kaur Mongafor providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our Coordinator Mrs.Remya Anil Kumar, for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide Mrs. Lakshmi
Narendran whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the projectespecially my Parents and Peers who supported me throughout my
project.
SR.NO. CONTENTS PAGE
NO.
1. INTRODUCTION 5
1.1 INTRODUCTION
1.2 OBJECTIVES
1.3 SCOPE
1.4 LIMITATIONS
1.5 LITERATURE REVIEW

2. COMPANY PROFILE 16

3. RESEARCH METHODOLOGY 27

4. CLASSIFICATION AND TABULATION,DATA 32

ANALYSIS AND INTERPRETATION

5. FINDINGS AND SUGGESTIONS 47

6. CONCLUSION 52

7. BIBLIOGRAPHY 55

8. ANNEXURE 58
 CHAPTER 1

INTRODUCTION
1.1 INTRODUCTION

DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee
Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ is. Dish TV
started its service in Pakistan with the collaboration of Budget Communication.

Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic
Movies and Boomerang. Both the channels were removed from the platform due to unknown
reasons in March 2009.

Dish TV is a DTH satellite television provider in India, using MPEG-2 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.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and
global presence with business interests in media programming, broadcasting & distribution,
speciality packaging and entertainment. Zee Network incorporated Dish TV to modernize TV
viewing. Dish TV is Indias first direct to home (DTH) entertainment service. By digitalizing
Indian entertainment, this enterprise brought best television viewing technology to the living
room. It not only transmits high quality programmes through satellite; but also gives a complete
control of selecting channels and paying for them.

Dish TV imparts DVD quality picture and stereophonic sound effects to the customers. It
promises to change the experience of TV viewing with its uninterrupted transmission service.
The endeavour enters next level of entertainment with futuristic features, such as EPG
(Electronic Programme Guide), parental lock, games, 400 channels, interactive TV and movie on
demand. Dish TV also brings exclusive national and international channels for the first time in
India.

Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and
global presence with business interests in media programming, broadcasting & distribution,
speciality packaging and entertainment. Zee Network incorporated Dish TV to modernize TV
viewing. Dish TV is Indias first direct to home (DTH) entertainment service. By digitalizing
Indian entertainment, this enterprise brought best television viewing technology to the living
room. It not only transmits high quality programmes through satellite; but also gives a complete
control of selecting channels and paying for them.To experience the new life breathing in
television technology, Dish TV extends high quality broadcast and thorough entertainment.
Vision of the company: To be the leader in changing the way the world communicates by
providing innovative technology, quality products and dynamic services.

Mission of the company: To place our satellite dish in every home, school and business
throughout the world.
1.2 OBJECTIVES OF THE PROJECT

To check the availability of DISH TV in the market.

To check the visibility of DISH TV .

To understand the offer awareness and acceptability among the dealers.

To access the shortcomings of DISH TV.

To access the scope for High Definition Set Top Box in the area.

To study the level of consumer expectation.

To understand the need for a DTH in the market.

To analyze the nearest competitors of DISH TV.

1.3 SCOPE
This study includes Customers response and awareness towards the brand, products and services
of DISH TV.

The results are limited by the sample size 100 numbers and therefore the opinion of only selected
customers is taken into consideration and the scope is limited.

A customer (also known as a client, buyer, or purchaser) is usually used to refer to a current or
potential buyer or user of the products of an individual or organization, called the (supplier,
seller, or vendor).

A business term, is a measure of how products and services supplied by a company meet or
surpass customer expectation.

Customer satisfaction is defined as "the number of customers, or percentage of total customers,

whose reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.

The quality of how marketers go to market with the goal of optimizing their spending to achieve
good results for both the short-term and long-term.

A person who replies to something, especially one supplying information for a survey or
questionnaire or responding to an advertisement. An end that can be reasonably achieved with in
an expected time frame and with available sources.
1.4 LIMITATIONS OF STUDY

The sampling plan was based on non-probability method and no scientific methods were
adopted.

The study concerns itself with consumer trading behavior, which is a complex activity.
This is a psychological process and is so spontaneous sometimes, that trader does not
recognize it and remains unaware, and when trader is asked to give his views on such
buying, it cannot be 100% reliable.

The sample size is not sufficient to represent the whole population.

Due to time constraint the survey has been done on the basis of convenience.

1.5 LITERATURE REVIEW

Myilsamy (2010) in his research study consumer brand preference towards using DTH services
has found that majority of the respondents were using DTH services because of more channels.
He has found the majority of them were using Dish TV because of 900 service. He has suggested
that DTH providers have to increase various awareness programmers to create brand image
through attractive advertisement.

Rakshantha (2012) 25 Indian DTH market forecast as per their new research report the number
of DTH subscribes is Forecasted to grow at a CAGR of around 25% during 2009-2012. This
research provides Extensive research and ration analysis of the DTH market in India. It will help
clients to understand the underlying potential of DTH services in the Indian television industry.
The report will also help in gaining insight into the prevailing key trends and development that
are contributing positively towards the growth of the market.

Reichheld and Sasser (1990) in their study Zero Defections. Quality Comes to Services
revealed that loyal customer base leads to more predictable sales, healthy cash inflow and better
profit. Further loyal customer base not only act as a marketing force by providing and spreading
recommendation by positive word of mouth advertisement, but also reduce costs as they require
less information. Thus, maintaining and creating a loyal consumer base seems to a profitable
strategy for DTH service providers in order to succeed and survive in this competitive DTH
market.

Menezes and Carvalho (2009) conducted an international study Impacts of New Technologies
on Free-to-Air TV industry: Lessons from Selected Country Cases in United Kingdom and
United States of America. Study was aimed to examine the impact of new technology on free to
air TV industry and resulted out that digital TV has great opportunities for development, but the
amount of benefits gained from digitalization is highly depends upon the regulations framed for
the services and the socio-economic factors of the country.

Aseambankers Report, Press Trust of India (PTI), (2007), published a report entitled as
India set to become Asias largest DTH market. This report forecasted India as largest DTH
market in Asia by 2010 and most profitable market in pay-TV segment by 2015.Report also
highlighted that service quality is the main differentiator in the industry and service providers
need to keep close eyes on the market situations. It was found that increasing product knowledge
and customers awareness made the things more complicated for DTH operators. Furthermore,
any good or bad experience with service directly leads to behavioural outcomes of customers.
So, it can be said that DTH service providers have to focus on service quality and customer
satisfaction both for their own growth.

Umapathy (2007) published his literature, Industry analysis-DTH industry in India. He has
applied Porters five forces model for environmental analysis of DTH industry and identify the
problems and challenges faced by the same. He also analyzed the existing opportunities for DTH
industry in the Indian scenario. It was Chapter 2 Review of Literature Faculty of Management
Sciences and Liberal Arts 56 found that customers very sensitive for quality as well as for price
and increasing customers awareness and expectations have made the thing difficult for DTH
operators to satisfy customers. To be a convergent player in the industry, service provider has to
put its efforts to offers all in one package of services to the price sensitive and value-conscious
consumer. Thus, it is very important to identify the main factors contributing for service quality
in DTH sector.

The Indian Readership Survey (2008) Understanding Indian DTH market from IRS
window, findings of the survey shows that 103.3 million Indian household owning Television,
out of these, 64 percent are using cable or satellite television and remaining 36 percent go for
terrestrial antenna or some other mode. DTH services are used by 6.5 million households which
is only 6.3 percent of the total TV household. Dish TV is the largest player with over 3.1 million
subscribers, followed by DD Direct, Tata Sky and Sun Direct. The reasons to prefer DTH
services are high cable costs and poor services of cable operators or no accessibility of Cable &
Satellite (C&S) service. Further report states that growing income level and improving standards
of living provided an extra base for DTH companies to grow with high rate. In DTH sector,
competition is increasing day by day and service providers are highly concentrating to improve
the quality of service.
 CHAPTER 2

COMPANY PROFILE
Company Overview
Dish TV India Limited is engaged in the business of direct to home (DTH) and teleport services.
The Company's segments include DTH and Teleport Service, and Infra Support Services. It is
also engaged in the business of broadcasting of other satellite telecommunications activities. Its
products include DishHD+ with Recorder, Dish+, DishFlix and Dish on Wheels. It provides
three kinds of set top boxes: DISH HD+ with Recorder, which provides hi-definition signals for
picture quality along with the power to pause, record and rewind live television and Digital Set-
Top-Box, which allows customers to record programs of their choice. Its services include active
services, movie on demand, multilingual services and miniplex. Its active services include Music
Active, GAMES ACTIVE and JOBS ACTIVE. Its multilingual services allow customers to
watch their programs in various languages, such as Hindi, Kannada, Telugu, Marathi, Gujarati,
Bengali and Urdu. It also offers do-it-yourself services.
Dish TV India Limited (dishtv) is an Essel Group venture. Essel Group has a vast range of
national and global business interests that include media programming, broadcasting &
distribution, speciality packaging and entertainment. The Company was incorporated during
August of the year 1988 as Navpad Texturisers Pvt Ltd. The businesses have close synergies in
the areas of content, distribution and infrastructure. dishtv is India's first direct to home
entertainment service that has digitalized Indian entertainment to bring to home the best in
television viewing through the latest in digital technology. dishtv 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 also brings an
exclusive National and International channels for the first time in India. During December of the
year 1995, the company had changed its name as ASC Enterprises Ltd. In April of the year 2006,
the company's Hollywood blockbusters launched the on Movie on Demand. During June of the
same year, News Active was launched and the One Alliance bouquet had joined in. In July, the
Gaming channel Playjam was commenced. End of the year 2006, Dish Care Centres set-up
dishtv has 93 DCC/ Service franchisees across 51 cities. In 2007, the name has been changed
into Dish TV India Ltd. During the year 20060-07, the company had launched a host of new age
features like Near Video on Demand (nVOD), Sports Active, Mosaic for all genres & games for
children. During April of the 2007, dishtv crossed the 2 million subscribers marks and in the
same period the Service infrastructure expands to 950-customer service executive at 9 different
locations. Dish TV recognised as one of the top 25 start up brands in the country, by Planman
Media in May of the year 2007.
In

2007

-Dish TV India Ltd has informed that the Board of Directors of the Company at its meeting held
on October 22, 2007, has approved the appointment of Mr. Eric Zinterhofer as an Additional
Non Executive Independent Director on the Board of the Company.

-Biyani to buy 4.9pc stake in Dish TV

2008

-Dish TV India Ltd has appointed Mr. Mintoo Bhandari as an alternate director in place of Mr.
Eric Zinterhofer.

-The company has issued rights in the ratio of 100:121 at a premium of Rs 21/- per share.

-Dish TV joins hand with Sony Pictures

2009

- Dish Tv India Limited has appointed Mr. Ranjit Singh as Company Secretary and Compliance
Officer of the Company w.e.f. December 12, 2009.

2010

- Dish TV - Dish TV Crosses 9 Million Subscribers.

- Dish TV India - R. C. Venkateish joins as CEO of Dish TV Ind.

- Dish TV India - Dishtv Launches Tru High Definition (HD) Ser.

- PVR and Dishtv Tie up to promote IPL 20-20 Matches.

- Dish TV Becomes Asia Largest DTH Service.

2011

- Dish TV Ties up with MPOnline.

- Dish TV makes DTH portability a reality launches Dish Freedom.

- Dishtv ties up with J&K Bank.

- Dishtv welcomes Rajasthan Governments Entertainment Tax waiver.

- Dishtv heralds a new chapter in the Indian broadcasting space.

- Dishtv crosses the 10 million subscriber mark.

2012

- Dish TV to broadcast 12-12-12 - The Concert for Sandy Relief.

- Dish TV launches Dish truHD Plus with unlimited recording capacity.

- Enjoy exhilarating International Football Action live on Dish TV.

- Dish TV announces Basic Channel Tier free of cost to all customers in the First phase of
digitization.

2013

-Asia's largest Direct-to-home company announced Dish TV as the Best Managed Company in
Asia in the Media sector.
-Dish TV offers maximum High- Definition (HD) Content with 25 HD channels and 17 HD
services, unlimited recording facility in both HD and SD set top boxes.
- Dish TV have added a new channel "Sobhagya Mithila" in Maithili for Bihar and Jharkhand.
- Newly launched DishOnline application crossed one lakh downloads in less than 30 days of its
launch.

2014

-Dish TV announced the launch of "Zing" an exciting New Brand which has been specially
conceptualized and customized keeping in mind new regional viewers that are moving over to
the digital platform.
-Dish TV has signed up strategic alliance agreement with Jet Privilege Pvt. Ltd as a "Lifestyle
Partner" for the JetPrivilege Loyalty and Rewards Programme.
-Dish Tv Collaborates with Concentrix Coporation to Enhance their Business Services for their
premium customers.
2015
- DishTV launches its first Home Video System DishFlix in India.
- Dish TV launches Zing Digital a customized Tamil DTH brand to cater to the
unique needs of Tamil viewers.

2016
- Videocon D2H to Merge with Dish TV

BUSINESS OVERVIEW

The Financial Year 201516 has been a year of outstanding performance for Dish TV. By
executing clear and consistent strategies, the company has delivered strong operational growth
and excellent financials making it the first DTH Brand to turn profitable. The year under
review witnessed increase in all folds including gross revenue, gross subscriber base, EBITDA
and ARPU and Net Profit.

Dish TV offers a wide array of multibrand and multi product portfolio to suit the needs of
different consumer segments. It has been a conscious effort of your Company to lead on the
content front for both HD and SD channels. Continuing to lead the category with largest bouquet
of 43 HD channels, dishtruHD+ has taken the HD TV viewing experience to the next level whilst
also building a highARPU base of HD users that helps in retention too. Evaluating the increase
in trend on the usage of recording, Dish TV now only offers recorder ready settop boxes which
allows Indian consumers to taste the power of pause/play and other recording features. With the
upgradation of customers from Standard Definition (SD) to High Definition (HD) and uptake
from new launches, the Company expects to see an increasing trend in the ARPU. The
introduction of long term offers on recharges, will aid retention.

Amongst several initiatives taken this year, the big success story is attributed to Zing Digital.
With the launch of ZING, Dish TV forayed into a regionally customized DTH service which
provides an opportunity to maximize its foothold as DAS rolls out further into phases 3 and 4,
covering small towns and rural markets. Zing digital is now present in West Bengal, Tripura & 3
districts of Assam, Orissa, Maharashtra, Andhra Pradesh, Tamil Nadu and Kerala. Thinking
ahead of the curve, Dish TV created an entirely new offering for consumers whose needs are
largely regionally driven content and shop for pocket friendly subscription alternates. ZING
brand is positioned comfortably between the DTH offering of Doordarshan on the one hand and
pay DTH brands on the other, offering customized regional content at value for money prices.

Understanding the target group was the key in introducing Zing Digital. The consumer in this
segment has a high propensity intake for regional content and their purchase behavior, therefore,
too is driven by an offering of maximum regional & relevant content rather than the entire
bouquet of content which turns out to be an expensive proposition for them.
With launch of the Direct to Home services in Sri Lanka by Dish T V Lanka (Private) Limited,
subsidiary of your Company, the brand Dish TV has now become a multinational brand. This
is a case in point having the most exhaustive distribution network plan charted for the region and
the next stepping stone for the brand.

Being the pioneer, the effort of Dish TV has always been to make entertainment accessible in the
most convenient of ways to the consumers. A few examples of such offerings are DishOnline,
stemming from high penetration of smart phones and internet, the Indian consumer today is
spending increasing time on alternate screens like the laptop, tablet & smartphone, away from
the conventional TV viewing. Understanding the new dynamics of evolving consumer trends of
multiscreen behavior, this product provides LIVE TV, ondemand movies, catchup TV &
Video shows at the press of a button on the app. Introducing value added services (VAS) like
Anandam and Music Active, enticing today's consumer who wants more from his TV
entertainment. Music Active service fulfills the need of musiclovers by providing music across
10 genres 24X7. Do It Yourself services empower the consumer to take complete control of his
entertainment needs, whether it's about online recharge, adding a channel, tracking account
details, activating a service and much more; via easy modes like Missed Call, SMS and Online.

With the increase in number of "more than one TV households", the focus lies on expanding the
subscriber base with multi TV connections. Multi TV connections empower the consumer to
enjoy their entertainment on their second TV set at less than half the pack price versus their
subscription on the first TV. Initiatives like these have consistently made Dish TV, India's Most
Trusted Brand for the consecutive 3 years in a row. To take it further, this year Dish TV made
inroads at the international level as a brand by winning 3 awards at the most prestigious
advertising awards festival, Cannes Lions.

During the year under review, your Company continued to engage subscribers by providing
wholesome entertainment experience through relevant content, on demand services and the door
step service & support. The positive effect of the steps taken by the Company coupled with the
continuous efforts to control the costs yielded positive results in all fronts of the business.

It also provided an edge over competition and the benefit of such service infrastructure will yield
benefit in coming years. Your Company continued to play the role of the leader of the industry
with bringing new and innovative products and services into the category and setting
benchmarks for others to follow. Dish TV has built and continues to sustain abundant capacity,
beaming from 2 different satellites, offering the largest bouquet of content. All this packaged at
consumer friendly tiers that suit diverse consumer needs for content across different genres and
languages.

Growth would be supreme and so will be the revenues making Dish TV surely a brand to reckon
with as we strive to enhance consumers TV viewing experience.
SWOT ANALYSIS

STRENGTHS

Dish tv was the first entrant in the DTH category and has thus become synonymous with the
satellite TV broadcasting business in India. Leveraging its lineage with the Zee group, dish tv
has built acommendable brand and relevant product that answers the consumer needs for quality
entertainment. Some of the inherent strengths stem from a strong presence all across the
geography of India, consumer friendly and pocket friendly multi-tiered and customizable
regional packages, abundant transponder capacity to support its widest content basket, a very
strong and diversified content offering addressing consumers with diverse needs of genres and
languages, an extremely cost conscious structure and a superior technology for the entire gamut
of services. The technological edge and differentiation with respect to other brands stands
exemplified through its unique offerings of mobile dish with presence in aircrafts(Kingfisher),
navywar ships, mobile vans and selected railway saloons.

WEAKNESSES

The subscriber acquisition cost is still very high. However, compared to the current industry
benchmarks, it stands at the lowest by far. The cost towards acquiring consumers is under
constant scrutiny in an endeavor to bring it down. In a market trend of consumers down sliding
on the packaging tiers, due to more value being packaged at the lowest packs, dish tv has
exhibited a growth in ARPU. However, ARPU continues to be an area of concern with the
constant endeavor to monitor, upgrade and enhance the revenues.

OPPORTUNITIES

Indias 127 million television owning households, which define the potential depth for the DTH
category, will act as a low hanging fruit for adoption. The further roll out of CAS by the new
Government, into more towns will impact the growth rate of the DTH category and trigger
consumers to make a decision between digital cable and DTH, thereby aiding faster expansion of
the digital entertainment world.
Enrichment of Value Added Services (VAS) basket with gaming and a host of active services,
some going pay, will continue to be opportunity areas for revenue enhancement. An eventful
sporting calendar with the ensuing Commonwealth games and a series of Cricketing tournaments
will act as a catalyst for this category too. The recent stabilization and a revived hope for
bouncing back of the economy as early as the second half of this year will facilitate faster
adoption of the category. Emergence and growth of traffic at the organized retail chains like Big
bazaar, Next, The mobile store, Reliance digital etc. will also add more visibility leading to
better acceptance of the product.
THREATS

DTH is currently a six player market. Price cuts and reduced margins, spurred by severe
competition, can pose a threat to revenue enhancement. Improved quality of services by digital
cable and IPTV players are potential threats. Churn management and retention cost scan
negatively impact bottom-lines unless constant attention and Strategy is deployed to manage and
control the subscribers` base.
Market Position

Market Leader:

Dish TV is India`s first DTH service provider launched in October 2003 is the market leader
with 6.4 million subscribers. Dish TV continues to be a market leader with 30% market share in
7 player scenario on date, with sizeable sales and distribution infrastructure of over 650
distributors and 45,000 dealers across 6500 towns once again, the largest in the category. These
reach into far flung markets enables building of a diverse subscriber base across consumer
segments, which are supported by its rich content of regional channel offerings.

Dishtv has maintained its leadership position through an improved market share
of all DTH subscribers. New offers, extensive marketing campaigns have contributed to
impressive subscriber acquisition and are committed to provide the best value to our customers
and investors by enhancing operational efficiencies and by leveraging economies of scale.

Market challengers:

The gap between the leader and the challengers is decreasing because of the increasing
competition and promotion strategy followed by each player.

TATA SKY

In the enormous consumer market that is India, occasionally an opportunity arises that can create
incredible growth and profitprovided those who seek to capture it can move quickly enough.
TATA wanted to capitalize on this opportunity as there was currently only one player in the
DTH market. It was the second Mover after Dish TV leveraging on brand TATA and high brand
recall.

Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata 38 Sky
endeavors to offer Indian viewers a world-class television viewing experience through its
satellite television service. The key business challenge in a country like India is meeting
customer demandswhich are very dynamicunder the regulatory purview of the country.
SUN DIRECT

Sun Direct is the fastest growing DTH service provider having garnered over 1.9 million
subscribers since its launch in December 2007 and aims to become one of the leading players in
the DTH space. Sun Direct challenged the existing players by involving them in the price war by
acting as a discounted brand. It started offering subscriptions at as low as Rs 99 to reach as much
at the bottom of the market. The biggest differentiator for the brand is the pricing point which is
lesser than the other brands.

The other point of differentiation is with regard to their distribution channels. It is being made
available in most basic shops such as telephone booths, cycle repair shops and video parlors.

Sun DTH was the first one to move into the MPEG4 league and soon after the PAN India launch
HD services will be launched. Another first from SUN DTH is the launch of exclusive comedy
channels for its subscribers.

Market followers:

Reliance BIG TV/ Airtel Digital/Videocon d2h

The approach being followed is of Market Follower (as they are late entrant and their primay
objective is to attract max subscribers in shortest span of time).
Market Share of DTH players in India on Dec 2016
 CHAPTER 3

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
The methodology adopted for eliciting the data required for the study was survey method. It is
the overall pattern or framework of the project that will dictate as to what information is to be
collected, from which sources and by what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the major purpose of the investigation.
In this problem, description studies have been undertaken, as the objective of the project is to
conduct the market survey about the comparative analysis of dealer satisfaction of other DTH
player in India.

DATA COLLECTION

The information needed to further proceed in the project had been collected through primary data
and secondary data.

PRIMARY DATA

Primary data consists of information collected for the specific purpose at hand for the purpose of
collecting primary data, survey research was used and all the retail outlets sellers using different
brands and their competitors were contacted. Survey research is the approach best suited
gathering description.

SECONDARY DATA

The secondary data consists of information that already exists somewhere, having been collected
for another purpose. Any researcher begins the research work by first going through the
secondary data. Secondary data includes the information available with the company. It may be
the findings of research previously done in the field. Secondary data can also be collected from
magazines, newspapers, other surveys conducted by known research agencies etc.

RESEARCH METHODOLOGY

The respondents are consumers of various DTH. The survey was carried in the Mumbai with the
sample size of 100. The survey was carried out with the help of a structured questionnaire, which
helps in accomplishing the research objectives. The respondents by means of personal interview
administer this structured ended questionnaire.
Research design:

Descriptive method is used in the research. A sufficient thought has been given in framing the
questionnaire and deciding the types of data to be collected and the procedure to be used.

Sources of data:

Primary data:-
Questionnaire has been used to collect the data. It contains the open ended, closed ended and
scaling techniques.

Data collection method:

Survey method has been used for collecting the data.

Method of communication:

Indirect communication (questionnaire) has been used for collecting the information.

Sample size:

100 Dealers have been surveyed.

Sampling Technique:

Convenience area sampling has been used in the research.

Area of survey: Mumbai

SAMPLING DESIGN
Mumbai have a very large amount of population for carrying research study on any subject. It
was thought proper to cover all type of outlet like consumer durable and recharge outlet.

The sampling chosen is the non probability convenience sampling, because only those dealer
were interviewed that were accessible and available.

Sample Size Selection:

No statistical technique was applied to determine the sample size. For this survey the sample size
selected is 100.

PLAN OF ANALYSIS

Raw Primary data has been collected with help of questionnaire. The raw data has been tabulated

with the help of table. From the tables, concept, analysis and inferences are drawn which in turn

was used for interpretation. Basedon, these charts were prepared to better pictorial understanding

of the study.

From the set of inferences and interpretation, conclusion have been drawn which is followed by

suggestions, keeping the objectives in mind throughout the study.

HYPOTHESIS
H0 : The marketing strategies of Dish TV not creates significant increase in customer
satisfaction.

H1 : The marketing strategies of Dish TV creates significant increase in customer satisfaction.

 CHAPTER 4

CLASSIFICATION AND TABULATION,

DATA ANALYSIS AND INTERPRETATION
GRAPH NO.1

Graph Showing the availability of DTH

DTH Availability

92 90 89
80

55
40

DISH TV TATA SKY AIRTEL BIG TV SIUN DIRECT VIDEOCON

ANALYSIS
92% of dealers in Mumbai have the product(DTH) available whenever required by the customer.

INTERPRETATION
Dish TV has a very strong presence in Mumbai. The closest competitors are TATA SKY and
AIRTEL.
GRAPH NO.2

THIS Graph Showing Flange of Recharge Available

Flange of Recharge Available

44
37 35

22
15
8

DISH TV TATA SKY AIRTEL BIG TV SUN DIRECT VIDEOCON

ANALYSIS

From the above graph it clear that the DISHTV has 44 flange of Recharge.

INTERPRETATION

Above Bar Graph shows that DISH TV also leads in the installation of the flange of recharge
available.
GRAPH NO.3
This Graph Showing POS (Point Of Sale) material available among all DTH

POS Material Availability

VIDEOCON, 44 DISH TV , 82
SUN DIRECT, 52

BIG TV, 54 TATA SKY, 80

AIRTEL , 86

ANALYSIS

From the above pie chart DISHTV HAS 82 (POS) while AIRTEL has 86(POS) in this field.

INTERPRETATION

Above Pie Chart reveals that AIRTEL tops in the field of POS material availability and has close
competition with DISH TV and TATA SKY.
GRAPH NO.4

This Graph showing Availability of GSB (Glow Sign Board) installed.

Availability of GSB

SUN DIRECT, 8 VIDEOCON,

15 DISH TV, 40
BIG TV, 21

TATA SKY, 34
AIRTEL, 36

ANALYSIS
DISHTV has 40 GSB (Glow Sign Board) installed while others have less GSB than the DISHTV

INTERPRETATION
Above Pie chart reveals that DISH TV is at top in terms of presence of GSBs with a strong
competition with TATA SKY and AIRTEL.
GRAPH NO.5

This Graph Showing the Installed DTH Demo.

DTH Demo Installed

VIDEOCON,
36

SUN DIRECT, DISH TV, 90

42

BIG TV, 60

TATA SKY, 88

AIRTEL, 85

ANALYSIS

In above diagram DISHTV has installed 90 DTH demo while others are comparatively less.

INTERPRETATION

Above Pie Chart shows that DISH TV leads in terms of demos installed having a stiff
competition with TATA SKY and AIRTEL.
GRAPH NO.6
This graph showing the Availability of the Recharge Voucher

Recharge Voucher Availability

VIDEOCON,
30
DISH TV,
SUN DIRECT,
92
45

BIG TV,
65
TATA SKY,
80

AIRTEL,
78

ANALYSIS

From the above Pie chart 92% of the dealers having the DISH TV Voucher

INTERPRETATION

Above doughnut reveals that recharge vouchers of DISH TV are available with 100% of the
dealers who deal in DISH TV, whereas the % of dealers selling recharge vouchers of other
companies is less in comparison to DISH TV.
GRAPH NO.7
This Graph Showing the Availability of EPRS (Electronic Prepaid Recharge
System)

EPRS Availability

VIDEOCON,
DISH TV, 65
SUN DIRECT, 30
40

BIG TV, 60
TATA SKY, 90

AIRTEL, 90

ANALYSIS

In above Diagram DISH TV have only 65 EPRS while Airtel andTata sky having 90 EPRS.

INTERPRETATION

It is clear from the above Pie Chart that TATA SKY and AIRTEL both leads the market in
availability of EPRS.
GRAPH NO.8
This Graph showing the Maximum Sales of DTH

Maximum Sales

AIRTEL DISH TV
32% 35%

TATA SKY
33%

ANALYSIS

It is evident that 35% dealers admit that they sell DISH TV maximum in comparison to other
brands and DISH TV faces strong competition from TATA SKY and AIRTEL.

INTERPRETATION

It is observed that only the three big brands of DTH industry i.e DISH TV, TATA SKY and
AIRTEL are sold mostly in the area.

DISH TV has maximum sales because of the offers that the company provides to its customers
from time to time.

DISH TV also gets the benefit of being the oldest brand in DTH market.

GRAPH NO.9
This Graph Showing the Brand Recommendation By the Dealers

Brand Recommendation
SUN VIDEOCON
DIRECT 1%
BIG TV
3% 2%
DISH TV
AIRTEL 23%
36%
TATA SKY
35%

ANALYSIS

Dealers of the area recommend AIRTEL the most in comparison to all other brands of DTH
industry. DISH TV is recommended by only a 23% dealers.

INTERPRETATION

It is observed that the dealers do not recommend DISH TV to customers mainly because of its
poor customer support and after sales services in the area.

Also the installation and activation in other DTH brands is much more faster than that of DISH
TV.

Also the problems faced by the dealers in the EPRS of the company forces them to recommend
other brands than DISH TV.
GRAPH NO.1O
This Graph showing the What Competitors Doing Better Than DISH TV ?
 Competitors Do Better Than Us
OTHERS
2%

SUPPORT
25% INSTALLATION
35%

CUSTOMER CARE
38%

OBSERVATIONS

when we are talking about other DTH player that what they are doing which is better than Dish
TV, maximum number of dealer express their views and said that Tata Sky and Airtel provide
one call customer service, which mean that they never call again to customer care for same
problem. Problems are solved during the committed time.

INSTALLATION

Many dealers say they recommend Tata Sky and Airtel because they get the installation done
much faster in comparison to Dish TV. With Dish, it takes up to 3-4 days sometimes. The
company hasn`t been able to keep up the promises made to the customers like installation and
activation commitments are often not met.

SUPPORT
 It is being found that other DTH players are very strong in relationship building with the dealers
because there are certain examples to prove this like if dealer has committed any mistake than
customer care and company executive won`t take much time to solve the same or take the
request of the dealer on the priority basis.
GRAPH NO.11
This Graph Showing the Likings in DISH TV.

Likings in DISH TV

NO COMMENT OFFER
26% 35%

EVERYTHING OK, 9%

PRICE
30%

ANALYSIS

35% dealers in the area communicate that the offers made by DISH TV are much better than
other DTH brands. The pricing strategy of DISH TV is rated better by 30% dealers, these dealers
are of view that the prices of DISH TV are more compatible as compared to other DTH brands.
Few dealers are of view that DISH TV is better than all brands in all aspects however the
percentage of such dealers is as low as 9%. About 26% of the dealers either avoid to make any
comment on this question, or are indifferent to all DTH brands.

INTERPRETATION

The above Pie Chart notifies the factors that make Dish TV better than its competitors as per
dealers in the area covered. It shows various factors, like the offers made by Dish TV, the price
it offers to its customers, or some dealers would like to rate Dish TV above than the other brands
in all factors. There are some dealers who are indifferent among various DTH brands, so they
come under No Comment category.
NOTE

The dealers who rate DISH TV better in terms of the offers made by the company also comment
that sometimes the offers change so frequently that it is difficult for them to track all of them.
They also state that it is difficult for them to understand new offers and make customer aware
and understand about these offers.
GRAPH NO.12
This Graph Showing the Demand of High Definition Set Top Box

Demand for HD STB

YES
14%

NO
86%

ANALYSIS

Above doughnut reveals that 86% of dealers responded negatively for the demand of HD STB,
only 14% dealers admit that they have demand for HD STB.

INTERPRETATION
It is observed that the main reason for such a low demand of HD STB is that the customers as
well as the dealers are not aware of the concept of HD STB.

Due to unawareness even the dealers selling LCDs and LEDs dont show any demand for HD
STB.

High cost of HD STB puts an adverse effect on its demand.

 CHAPTER NO 5

FINDINGS AND SUGGESTIONS

FINDINGS:

1) Maximum Dealers keep Dish TV kit and recharge facility.

2) Awareness of new connection and new recharge offers of Dish TV is similar to Tata Sky and
Airtel Digital.

3) There is a communication gap between the company and the dealers. This doesnt seem to be
the case with other DTH providers.

4) In terms of visibility Dish TV leads all other brands in the area with maximum no. of GSBs
and Flanges installed but there is a lot to do for the company in case of POS materials.

5) Availability of vouchers lie between price range from Rs 100 to 500.

6) EPRS system seems to be the most troublesome recharge option for Dish TV.

7) In case of Dish TV because of frequent trouble complains in EPRS recharge option, vouchers
are preferred over others that are not the case with other brands who use all other options.

8) Customer care service is considered to be very poor as dealers often complain of problems in
recharge process managed by Dish TV.

9) Many dealers say they recommend Tata Sky and Airtel because they get the installation done
much faster in comparison to Dish TV. With Dish, it takes up to 3-4 days sometimes.

10) The company hasn`t been able to keep up the promises made to the customers, like
installation and activation commitments are often not met.

11) Connect between the Call Center and the Service center is not good.

12) Customer Care is not reachable on Toll-Free easily, waiting time is high on toll-free
numbers.

13) Dish TV changes the price plans and offers more frequently as compared to other DTH
providers. This along with improper communication confuses customers which beings down the
consumer satisfaction levels.
14) There has been a growing trend of dish TV customers and dealers being shifting to other
major brands like Tata Sky and Airtel as they provide better value added services like after sale
service, recharge facilities and customer care.

15) Most dealers surveyed have complained that the Distributor/Sales people do not visit much
and they are not receiving sufficient support.
16) Other DTH brand provides best support facility, quick recharge and installation facility,
which provides them with the competitive advantage..

17) Good thing which i found in Dish TV according to dealer feedback is offer, dealers and
customer like their but same time they shows unsatisfaction with frequent changes in offer.

18) There is a very low demand for HD STB in the area and the company can do a lot to pump
up the demand for the same.

19) Specific Comments By dealers:-

a) Due to the bad EPRS system of Dish TV, they are not able to recharge higher amount and as
they face such problems frequently, they try to recommend other DTH brands to their customers.

b) The dealers mostly prefer to sell Tata Sky and Airtel because their installation system is very
fast. Also if dealers are committed to their customers regarding any specific time limit, the other
DTH brands never let them feel down, which helps the dealers to keep good relation with their
customers.

c) The dealers generally sell recharge vouchers of Tata sky worth Rs 1lac per month, but in case
of Dish TV they only sell vouchers worth Rs 5-10k. The main reason behind it is lack of
availability and also poor EPRS system. It took long time to recharge. So dealers push its
customer towards Tata sky and Airtel.

d) There has been problem on the behalf of the distributors front, distributor have been setting
there own price and negotiating according, this has been matter of loss for the dealers in most the
case the profit got is not up to the mark.

SUGGESTIONS
1) Visibility:
The Company should increase the no. of GSBs and Flanges to increase the visibility of
the brand in the market.

2) POS Material:
Company should pay more attention towards the POS Material of the brand to increase
the brand image and visibility.

3) Demo:
There should be proper follow up of the demos allotted to the dealers so that these would
be functional constantly.

4) Recharge Vouchers:
The dealers should be encouraged to have stock of high denomination recharge vouchers
i.e. above Rs.500.

5) EPRS:
The Company should pay attention towards the problems that are being faced by the
dealers in EPRS so as to retain the valuable customers of the company. It should be
upgraded consistently.

6) Competition:
The company should focus on installation, customer care, value added services etc. else
it can lack far behind than its competition in the market.

7) Offer and Price:

The practice of frequent price and offer change prove no good for the company as it is in
a way frustrates the customers with changes in offers without any notice. So DISH TV
 needs to watch out for this and pre inform the customers for any change in the offers and
changes well in advance. This will help increase the brand loyalty and preference.

8) Awareness:
The Company should make the customers as well as the dealers about new products like
HD STB so that proper demand of the product can be generated in the market.
CHAPTER NO 6

CONCLUSION
CONCLUSION

On the basis of foregoing description and the discussion of the major findings of the present
research, a few conclusions are drawn. First, service quality in the DTH services depends upon
various dimensions. So it can be said that service quality is a multidimensional concept. For the
present study, nine dimensions (Assurance, Reliability, Tangibles, Responsiveness, Empathy,
Network Quality, Convenience, Price, and Service Operations) were considered as determinants
of DTH service quality, and it was found that all the dimensions of service quality are positively
associated with DTH service quality, customer satisfaction and behavioural intensions. Second,
results of the regression analysis concluded that the dimensions of Assurance, Network Quality,
Empathy, Convenience and Service Operations were found as significant predictors of DTH
service quality. So, it can be said that DTH service providers have to understand the subscribers
particular needs and to impart individual attention to their customers. Third, study revealed four
service quality dimensions, i.e., Tangibles, Network Quality, Price and Service Operations as
significant predictors of customer satisfaction in DTH sector. So, the service providers have to
pay close attention to provide services at reasonable price keeping in view the budget objectives
of the customers. Service providers have to put their efforts to strengthen the Network Quality
and Tangibles aspects of the service quality to enhance customers satisfaction level. Fourth, the
relationship between service quality and behaviour response are tested the variables Propensity
to Recommend, Switching Intension and Complaining Behaviour as dependent variables. It was
found that the dimensions of Tangibles, Service Operations, Price and Network Quality were
found strong factors in recommending behaviour model. From regression analysis, it is clear that
the dimensions of Assurance and Network Quality have significant influence on switching
intensions of the DTH users. It was the price dimension that was found as strongest factor in
complaining behaviour model. Fifth, Present study investigated the difference in service quality
perception across the various DTH service providers and resulted out that customers perception
of service quality varies across selected Direct To Home (DTH) service provider.

This chapter provided a discussion on the objectives, research methodology, limitations and
major finding of the study, ultimately leading towards the results of the entire study. However,
findings of the present study cannot be extended to other sectors in the state as well as other part
of the nation due to the limitations of non-probability sampling; on the contrary, it creates
interest to explore the relationship, the phenomenon on a larger scale and controlled samples.
CHAPTER NO 7

BIBLIOGRAPHY
Bibliography

Websites Referred

www.dishtv.in

www.tatasky.com

www.airtel.in/digitaltv

www.sundirect.in

www.d2h.com

www.bigtv.co.in

www.sebi.govt.in

www.google.com

www.wikipedia.com

BooksReferred

Marketing Management, 13th edition Philip Kotler.

Survey Research Method Charles Babbie.

CHAPTER NO 7

ANNEXURE
 RETAIL AUDIT FORM

Retailer`s Name:

Address and Contact No.:

1. Whether selling DTH?

a)Yes b) No

2. If yes then, whether selling Dish TV?

a)Yes b) No

Other brands that are being sold

......................................................................................................................

3. If not selling Dish TV, then why?

..

4. Is GSB of any DTH company installed?

a)Yes b) No

5. If yes, then of which company:

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

Which company`s non lit boards are installed?

.................................................................................................................

6. Is any Flange of recharge availability installed?

a) Yes b) No

7. If yes, then of which company:

 a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

8. POS material of which company is present?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

9. Best one on the basis of POS material?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

10. Is any DTH demo Installed?

a) Yes b) No

11. If yes, then of which company:

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

12. Recharge of which company are available?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

13. Mobile RCV of which company available?

a) Dish TV b) Tata Sky c) Airtel d) Big TV e) Sun f) Videocon

14. Company with max. sales per month?

a)..

b)..

c)..

d)..

e)..

f)...

15. Brand Recommendation?

a)
 b)

c)

d)

e)

f).

16. What is the competition is doing better than us?

a) ..

b)......

c)

d).

17. What do you like about Dish TV as compared to other DTH BRAND?

a) Offer

b) Price

c) Everything OK

d) No Comment

Scope for High Definition Set Top Box

18. Whether deals in LCDs?

 a) Yes b) No

19. Is there any demand for HD STB?

a) Yes b) No

20. If deals in LCDs but there is no demand for HD STB, then why?

21. Any Suggestions\complaints for Dish TV?

......................................................................................................................