MARKET RSEARCH REPORT
AVINASH KR. RAI 401107009
ANKUSH VIJ 401157003
BHAVDEEP SINGH 401107010
SARTHAK AGRAWAL 401107024
DATA ANALYSIS AND FINDINGS
Television in India is a huge industry which has thousands of programs in many languages. More than half of all Indian households own a television. As per the TAM Annual Universe Update - 2014, India now has over 277 million individuals (out of 312 million) with television sets, of which over 145 million have access to Cable TV or Satellite TV, including 78 million households which are DTH subscribers. Digital TV households have grown by 32% since 2013 due to migration from terrestrial and analog broadcasts. Digital TV penetration is at 64% as of September 2014. The growth in digital broadcast has been due to the introduction of a multi-phase digitization policy by the Government of India. An ordinance was introduced by the Govt. of India regarding the mandatory digitization of the Cable Services.
The major players in the CAS or digital TV market are Airtel, Tata Sky, Videocon, Dish TV, Sun TV and Big TV. We took a sample size with an 85% confidence level and mapped the penetration of cable vs. digital TV. Then we segmented and found the share of each digital operator. We were focused on studying AIRTEL DIGITAL TV and found the percent share of Airtel digital TV in the Indian market.
We wanted to find the brand image of Airtel DTH which the Indian buyer had in mind .We did so by questioning the surveyed about why they bought Airtel DTH at the first place.
We then asked them to rate Airtel DTH on a set of relevant factors based on their current performance.
We then correlated both the results to find how the Airtel DTH performed in contrast to its brand Image in the market.
Airtel digital TV is an Indian direct-broadcast satellite service provider owned and operated by Bharti Airtel. Its satellite service, launched in 2008, transmits digital satellite television and audio to households in India. It uses MPEG-4 digital compression with DVB-S2 technology, transmitting using the satellite SES7 108.2°E. As of 28 November 2014, Airtel digital TV has total 383 Channels and Services including 25 HD channels.
Its primary competitors are Dish TV, Tata Sky, Videocon d2h and cable television providers. It has a total subscriber base of 9.54 million as of 30 September 2014
The survey was conducted through online medium. We designed a questionnaire and asked people to fill it. The participants belonged to North Indian states of Punjab, Haryana, Himachal Pradesh, Uttar Pradesh, Delhi and Rajasthan. The questionnaire was filled by 271 respondents which included people from all the age groups and both the genders.
The aim of conducting the research was to know:
Market share of Airtel DTH in a sample of the population.
Consumer behavior toward the product.
Customers’ preferences for buying Airtel DTH.
Driving factors for buying Airtel DTH.
Loop holes in the service provided to the customer;
and to come up with solutions to further improve the services required by the customer. We conducted live interviews of Airtel set top box dealers in Chandigarh region through which we came to know about the salient features that a customer keeps in mind while buying a DTH service. On the basis of interviews, we included the following issues in this research:
Price of set top box
Ease of installation
Number of channels
Ease of payment
After sales services
Ability to record programs
Flexibility in choosing channel packages
Offers/schemes provided by Airtel DTH
These are the general features that a customer keeps in mind while buying a DTH service, that is why these...
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