Consumer Durables

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1PERCENTAGE ANALYSIS: GENDER V.S BRAND26
2PERCENTAGE ANALYSIS: FREQUENCY TABLE26
3PERCENTAGE ANALYSIS:AGE V.S BRAND27
4PERCENTAGE ANALYSIS:AGE FREQUENCY TABLE 27
5PERCENTAGE ANALYSIS: INCOME FREQUENCY TABLE28
6PERCENTAGE ANALYSIS: CRITERIA FREQUENCY TABLE29
7CROSSTABS- BRAND V.S CITERIA30
8CROSSTABS: BRAND V.S NUMBER OF YEARS31
9CROSSTABS: BRAND V.S INSTALLATION COST32
10CROSSTABS: BRAND V.S RECHARGE AMOUNT 33
11CROSSTABS: BRAND V.S CRITERIA34
12ROTATED KMO36
13CLUSTER DISTRIBUTION38
14CLUSTER ORIENTATION38
15BRAND V.S CLUSTERS39
16CLUSTER V.S DEMOGRAPHIC VARIABLES39

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1PIE CHART-GENDER26
2PIE CHART-AGE27
3PIE CHART-INCOME28
4PIE CHART-CRITERIA29

CHAPTER I
1.1 INTRODUCTION

Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. However, what one perceives can be substantially different from objective reality. In this project I have found out the perception of end user on Dish Tv and its competitors based on their profile. The perception here depends greatly on the service level agreement and the quality of service that these organizations provide with respect to their competitors.

1.2NEED FOR THE STUDY

Dish TV being the pioneer in DTH industry is facing a very tough competition from other brands who are gaining market share now. They are rated as Asia’s best DTH brand and is of global significance. By analyzing the market to study customer perception , the company can find out what customers are feeling now and what they actually require. The company can also find out how other competitors gain market share and try to innovate or implement new ideas to sustain in the market. It is not just to sustain in the market that we require this survey to be done but also to improve quality of service which will convert even the negative perception of end users into positive one favouring the company.

1.3SCOPE OF THE STUDY

The data for the study is divided into three sections for analysis purpose. •Details were collected based on
Demographic variables of customers
Marketing mix and
Servqual dimensions
Users of Dish TV and other brands were asked to fill the questionnaire. •The findings are focused on knowing the perception on all the brands playing in the industry. •Through this study the company can improve its service quality and find a better way to do business.

1.4 INDUSTRY PROFILE
India has a total television population of close to 135 million, out of which 80% have access to cable and satellite (i.e. 108 million). The total DTH subscribers are close to 22 million. Thus the DTH has a market share of approximately 20%. The subscriber base for DTH in 2006 was meager 1 million. Now for an industry which is just 5 years old, it is a great achievement. In 2005 Dish TV was the only player in the DTH industry and was registering subscriber growth mainly in the areas where cable TV was not available. The subscribers were not ready for the cost of set top box. In 2007 mandate was introduced in selected metro cities, where users had to invest in a set top box. Though the initiative was not very successful, it gave a wider acceptance to the DTH and consumer became ready to pay for the set top box. Spotting the opportunity Sun Direct launched its services in 2007 with a drastically low one time cost involved for DTH subscriber. Followed by this Reliance, Big TV and Airtel and Videocon launched their services. The market became competitive. 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...
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