Astro Consumer Behavior

Table of Contents 1.0 Introduction 2 1.1 Company Background 2 1.2 Products and Services Analysis 2 2.0 Brand Loyalty 4 2.1 Recorded services 4 2.2 High Definition Television 5 2.3 Variety of channel selection for consumer 5 2.4 Attractive promotion package 6 3.0 Threats in future 7 3.1 Fewer users 7 3.2 Production cost become higher 7 3.3 Inconvenience for customers 8 3.4 New competitor 8 4.0 Cultural Issues 9 4.1 Sensual Gratification and Religious 9 4.2 Risk Taking/ Security and Competitive 9 4.3 Diversity 9 5.0 Likes and Dislikes about Astro 10 5.1 Likes 10 5.2 Dislikes 10 6.0 Recommendation 12 7.0 References 14

1.0 Introduction 1.1 Company Background
Astro Malaysia Holdings SdnBhd (ASTRO) is Malaysia’s leading integrated cross-media group with operations in 4 key businesses which include direct-to-home (DTH), satellite Pay TV, Radio, Content and Digital which provides a wide range of channels providing the latest information in entertainment, news and sports. Malaysia’s sole satellite television operator, MEASAT Broadcast Network Systems (a subsidiary of Astro All Asia Networks plc) was launched in 1996. Today, ASTRO has reach 3 million customers. Currently, Astro broadcasts over 153 channels in four major languages (Malay, Chinese, Indian & English), of which around 19 are in High-Definition (HD), and 19 digital radio channels over the DTH platform. Other services include IPTV, HD, PVR, VOD, Broadband and Voice services The People’s Choice, Astro was awarded the “Brand of the Year” award at Malaysia’s Putra Brand Awards 2012. The award is in recognition of Astro’s efforts to exemplify innovation, quality and strong corporate social responsibilities. (Astro, 2013).
1.2 Products and Services Analysis
ASTRO launched the first High-Definition (HD) broadcast in Malaysia in December 2009 under the brand AstroB.yond. Following the launch of HD, Personal Video Record (PVR) was

References: 1. Astro (2012) Astro B.yond IPTV. [Online] Available at: http://www.Astro.com.my/iptv/indices/index_1116.html [Accessed: 9 March 2013]. 2. Astro Annual Report (2010) Astro TV: Delivering Beyond Expectations. [Online] Available at: http://www.Astroplc.com/cgi-bin/Astroplc/media_upload/pdf/AstroAnnualReport2010.pdf [Accessed: 9 March 2013]. 3. Business Time (2001) Beyond 9 to 5: Time to pull in the reins. [Online] Available at: http://www.btimes.com.my/articles/nostres/Article/ [Accessed: 9 March 2013]. 5. Malaysian Communication And Multimedia Industry (2008) Convergence- an emerging reality today. [Online] Available at: http://myconvergence.com.my/main/images/stories/PDF_Folder/july2008/MYC03_p6_13_coverStory.pdf [Accessed: 9 March 2013]. 6. Jacobe, D, Jones, J.M. 2009, Consumers Spend More on Weekends, Payday Weeks [online] 7 8. Tomazinho.C (2012 ), The Navhind Time :Benefits of Western Culture, [online], available from URL: http://www.navhindtimes.in/panorama/benefits-western-culture, Accessed on: 10th March 2013.