International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.com) Volume II, Issue II, 2016
A STUDY ON CONSUMER’S SATISFACTION
TOWARDS DTH SERVICE WITH SPECIAL
REFERENCE TOWARDS COIMBATORE CITY
K. Ratheesh Kumar
Assistant Professor, Department of Commerce, Sri Ramakrishna
Mission Vidyalaya College of Arts and Science, (Autonomous), Coimbatore, Tamilnadu
Abstract:
Marketing is a total system of business activity designed to plan price, promote and
distribute wants satisfying goods and services to the benefit of the present and potential
customers to achieve organizational objectives in this study we considered five companies
such as Sun Direct, Tata Sky, Dish TV, Airtel Digital TV and Big TV. In this study used both
primary and secondary data. The data was collected from 220 consumers by questionnaire
method and simple random percentage analysis is used in the study for the purpose of
analysis, the percentage positions of simple percentage analysis used to analysis the Chi
square (χ 2) test and AVOVA to testing hypothesis, It is found that majority of the consumer
are aware of DTH services through television advertisements. It is recommended to the
service providers to make a periodical review of such an offer and introduce the changes
wherever necessary. This study reveals that majority of the respondents prefer to use sun
Direct service because of reasonable charges, own asset, and better schemes. Hence, the
providers shall pay special attention on these factors to make their business more
successful and satisfying the consumers.
Key Words: Consumers, Preference, Satisfaction, Service & Service Providers
1. Introduction:
Marketing involves a wide range of activities marketing, to a great extent, helps
in the development of the standard of products and services and increase the standard
of various Fields. Marketing is a total system of business activity designed to plan price,
promote and distribute wants satisfying goods and services to the benefit of the present
and potential customers to achieve organizational objectives.
2. Objectives:
To study the performance of different DTH service
To know the opinion of consumers about DTH service
To examine the source of an awareness.
To study the motivational factors that influence consumers to purchase
To know the satisfactions level of DTH users.
3. Scope of the Study:
The present study helps to analyze the competition existing in the market
regarding DTH services. The scope of the study also covers the key factor which
influences the consumer to take decision to buy DTH connection for his television. The
study focused five types of DTH services i.e sun direct, Tata sky, dish TV, Airtel digital
TV and big TV. The task of the study is to know among these services which service is
highly preferred by users in Coimbatore city.
4. Statement of the Problem:
Public relation and personal selling are tools that may not provide direct impact
but will bring a positive psychological reaction of consumers towards the product.
Particularly the DTH services that are using promotional tools may experience the
potential use of these tools as a means of creating impact on the consumers. From this,
it may be useful to make a study on promotional tools of DTH services to analyze the
customer attitude and their satisfaction towards these services.
81
International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.com) Volume II, Issue II, 2016
5. Methodology of the Study:
Methodology refers to the study of methods from which we can obtain
knowledge. It is one of the scientific ways of solving problems.
Area of the Study: The area of the study refers to Coimbatore city.
Sources of Data: The study used both primary data as well as secondary data. The data
was collected from 220 consumers by questionnaire method.
Sample and Size: The study uses primary data collected from 220 consumers who
using DTH service. In the selection of respondents, convenient sampling method is used.
Statistical Tools Used: Simple percentage analysis is used in the study for the purpose
of analysis.
Tools for Analysis: The Following statistical tools were used in this study.
Simple percentage Analysis
Chi-square Analysis
ANOVA
6. Limitations of the Study:
The study is conducted only in Coimbatore district.
The interpretations cannot be generalized.
The sample customers in relation to the total consumers are comparatively less
7. Analysis and Interpretation of Data:
No. of
S.No Source Factors % Total
Respondents
Male 106 48
1 GENDER 100%
Female 114 52
up to 25 years 90 41
CLASSIFICATION 25 years- 35 years 80 36
2 100%
ON AGE GROUP 35 years- 45 years 34 16
above 45 years 16 07
Business men 44 20
OCCUPATION OF Professional 34 16
3 100%
RESPONDENTS Agriculture 40 18
Employed 102 46
Through
110 50
advertisement
SOURCE OF
4 Through friends & 100%
AWARENESS 70 32
relatives
Through Dealers 40 18
Sun Direct 102 46
Big TV 40 19
5 TYPE OF DTH Dish TV 44 20 100%
Tata Sky 20 9
Airtel Digital TV 14 6
price 106 53
service 20 10
More number of
RESON TO PREFER 22 11
6 channels 100%
DTH
Special offers 10 5
Own asset 44 22
Less subscription 18 9
82
International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.com) Volume II, Issue II, 2016
Very good 54 24
Good 104 47
7 OPINION ABOUT Netural 52 24
100%
USAGE OF DTH Bad 6 3
Very bad 4 2
Good 44 44
Highly satisfied 12 5
SATISFACTION
Satisfied 130 60
LEVEL OF SERVICE
8 Netural 60 27 100%
PROVIDED BY THE
Dissatisfied 16 7
SELLER
Highly dissatisfied 2 1
AVAILABILITY OF Easily availability 186 85
9 100%
RECHARGE Unavailability 34 15
PROBLEM WHILE Yes 98 45
10 100%
USING DTH No 122 55
7. Findings:
Majority 52% of the respondents are female.
Majority 41% of the respondents are their age group up to “25years”.
Majority 46% of the respondents comes under employed category.
Majority 50% of the respondents came to know the product through
advertisement.
Majority 46% of them are using sun direct.
Majority 53% of the respondents prefer for price.
Majority 47% of the respondents have good opinion regarding DTH.
Majority 60% of the respondents were satisfied with the service provided by the
seller.
Majority 85% of the respondents mention that recharge cards are easily
available.
Among respondents 55% of the respondents had no problem while using DTH
Testing of Hypothesis:
Chi-Square Test:
H0: there is no significant relationship between age and type of DTH
H1: there is no significant relationship between monthly income and the type of DTH
Calculate Degree of Table Accepted/ Level of
Variables
Value Freedom Value rejected significance
Age and type of
35.18 12 28.3 Rejected 5%
DTH
Monthly
income and 32.74 12 28.3 Rejected 5%
type of DTH
Interpretation:
The calculated value of chi-square is more than the table value at5% level of
significance. So the null hypothesis is rejected. Hence there is a relationship between
age and type of DTH using by respondents.
The calculated value of chi-square is more than the table value at5% level of
significance. So the null hypothesis is rejected. Hence there is a relationship between
monthly income and type of DTH using by respondents.
83
International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.com) Volume II, Issue II, 2016
Analysis of Variance (ANOVA):
Relationship between Age and Types of DTH:
H0: There is no significant relationship between age and type of DTH
Source of Sum of Degree of Mean Variance 5% Factor
Variables
Variation Square Freedom Square Ratio Limit
Between
470 4 117.5 0.1034 3.25
column
Age and
Between
type of 118 3 39.33 0.02597 3.49
row
DTH
Residual
4544 12 4544
factor
Between Column:
The calculated value of 0.1034 is less than the table value of 3.25 at 5% level of
significance. So the null hypothesis is rejected. Hence there is no significant relationship
between age and type of DTH.
Between Row:
The calculated value of 0.0259 is less than the table value of 3.49 at 5% level of
significance. So the null hypothesis is rejected. Hence there is no significant relationship
between age and type of DTH.
Relationship between Monthly Income and Type of DTH:
H0: There is no significant relationship between monthly income and the type of DTH
Source of Sum of Degree of Mean Variance 5% Factor
Variables
Variation Square Freedom Square Ratio Limit
Between
387.2 4 96.8 0.2001 3.25
Monthly column
income Between
2010 3 670 1.0388 3.49
and type row
of DTH Residual
1934.8 12 1934.8
factor
Between Column:
The calculated value of 0.2001 is less than the table value of 3.25 at 5% level of
significance. So the null hypothesis is rejected. Hence there is no significant relationship
between monthly income and type of DTH.
Between Row:
The calculated value of 1.0388 is less than the table value of 3.49 at 5% level of
significance. So the null hypothesis is rejected. Hence there is no significant relationship
between age and type of DTH.
8. Recommendations:
To provide more channels according to the preference of the consumers
To facilitate frequent signal in DTH.
To Improve the Quality of Service like Cable Connection
Recharge Cards May Be Provided Easy To Consumers
Offer different package structure for urban and rural market
To attract the city people provide with more HD channel and introduce more
foreign channels
9. Conclusion:
Like that of manufacturing organizations, service organizations also face
problems of marketing. The use of single promotional tool or combination of tools is
84
International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.com) Volume II, Issue II, 2016
normally determined by various factors such as market conditions, market forces,
behavioral pattern of consumer etc. The present study reveals that the majority of the
respondents prefer to use Sun direct because of its best picture quality, reasonable
price, various kinds of packages and more channels. So the DTH service providers must
pay attentions picture quality, reasonable price rather than other factors to make their
business more successful and satisfy the consumer.
10. References:
1. Philip Kotler, Marketing management, The Millanium Edition, Prentice – Hall of
India Private Limited, New Delhi, Ed – 2000,
2. C. R. Kothari, Research Methodology methods and techniques, New Age
International (P) Ltd., publishing New Delhi. Ed -2004.
3. Dr. S. P. Gupta, Statistical methods, Sultan Chand & Sons Educational Publishers,
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4. K. Harishankar & Dr. K. Sirajuddin (2015) “A Study on Customer Preference of
Mobile Network Service Providers with Special Reference to Pollachi Taluk”,
Global Academic Research Journal, Vol-III, Issue-IV, April-2015.P.No.15-20.
5. K. Veerakumar (2016) article titled “A Study on Impact of Customer Satisfaction
on Brand Loyalty” International Journal of Scientific Research and Modern
Education, Vol-I, Issue-I, June – 2016. P.No.661-663.
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Publishers Distributors Ltd, New Delhi.
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