Industry profile With the Indian economy booming at a GDP growth rate of 9.

4%, there is a sense of growth prevailing everywhere. The average Indians disposable income and purchasing power has risen to never before levels. The Indian Entertainment & Media industry is also not far behind. It is currently estimated at a worth of Rs. 450 billion with a CAGR of 18% over the next 5 years. Terms which were alien to Indian like DTH, Digital Cable, and IPTV are suddenly finding presence in the countrys journals. Though DTH is comparatively the growth for the digital segment in rural areas were 34%, 49% and 64% in the past three years (source: TAM annual universe update 2010) the growth in the rural segment can be attributed to frequent power cuts in the rural areas. DTH platform gives the rural consumer access to their favorite programs,, with the help of generators/invertors, which is not possible with the cable service in most of the areas. A report predicts that India would overtake Japan as Asias largest DTH by next year and be the Asias leading cable market by 2010 and the most profitable payTV market by 2015. This growth presents a lot of interesting scenarios. History of Indian broadcasting The history of Indian Television dates back to the launch of Doordarshan, the countrys national television network in 1959. Television was then seen as a luxury item that could be afforded only by a chosen few. The transmission was in Black & White. The 9th Asian Games which held in 1982 in the countrys capital New Delhi heralded the mark of color television broadcast in India.

In 1991, Indian economy was liberalized from the license raj and major initiatives like inviting foreign direct investment, deregulation of domestic businesses emerged this lead to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan. In 1992, the cable TV industry started, it has literally changed the way the average Indian watches the Television. The number of channels increased suddenly from 2 and the real entertainment started. Every city India had a complex web of co-axial cables running through the streets with a new breed of entrepreneurs called as cablewallahs of local cable operators (LCO) taking charge of distribution.

In 1995 government felt the need of regulations in Cable TV and passed the Cable TV networks (regulation) Act. This was also the time when state owned Doordarshan and All India Radio came under new holding called Prasar Bharti to give them enough autonomy. In 2001 TRAI issued the guidelines for operating DTH. Countrys first private DTH license was awarded to dish TV in 2003 which started operations in 2004. Prasar Bharti also started its product DD-Di Current Players Today the market shares of various players are as follows Dish TV: 30% Sun Direct: 25& Tata Sky: 22%

Big TV: 137 Airtel: 8% D2H: 2% India has a total television population of close to 135 million, out of which 80% have access to cable or satellite (i.e. 108 million). The total DTH subscribers are close to 22 million. Thus the DTH has 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 as not available. The subscribers were not ready for the cost of set top box. In 2007 CAS 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 onetime cost involved for the DTH subscribers. 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 aggressive marketing campaign. Tata sky gained the maximum subscribers during this period. Environmental analysis a. Threats of substitute.

DTH faces stiff competition from the terrestrial, cable and IPTV. As per the industry estimates, there are 120 million TV homes, of which 71 million are served by cable and around 6 million served by DTH with the remaining taken by terrestrial transmission. As IPTV is a new entrant, there is not much data on

Indian broadcasting pie

b. Terrestrial television Doordarshan is the worlds largest terrestrial broadcaster with over 1400 terrestrial TV transmitters. The reach provided by this route is phenomenal with Doordarshan covering 88% of Indias geographical area. Covering the remaining 12% area required substantial capital investments which does not outweigh the benefits. The transmission was done originally in Analog mode but beginning from 2002. Doordarshan has partnered with BBC resources the consulting wing of BBC, in offering digital terrestrial television. The transmission could be received using a low cost Yagi antenna.

Even with the wide reach and low cost approach that is possible with this technology, due to the lack of attractive content, we do not see it as a formidable threat.

c. Cable TV Cable TV currently operates in 2 modes viz. through CAS covering cities such as Chennai, parts of Delhi, Mumbai and Kolkata, and through NONaddressable system in the rest of the country. As seen in the above fig, cable TV enjoys a big share in comparison with other mediums. In case of CAS controlled areas, the subscriber has to either buy or rent the Set Top Box (STB) to see the pay channels. He can also see 70 odd Free-ToAir (FTA) channels. On the other hand, in areas where non-addressable system is used, all the channels are available without the necessity of any separate receiver. Irrespective of whether CAS or not, the subscriber can comfortably see the channels by paying anywhere between Rs. 100 to Rs. 300 per month depending on the place where he lives.

Due to the phenomenal reach of the cable TV, it poses a serious threat to the growth of DTH industry. Also there would be resistance from the LCOs lobby as DTH totally displaces them.

d. Internet Protocol Television (IPTV)

IPTV is a service where television signal are digitally sent over the telecommunications line. It is often presented as a bouquet of Video (IPTV), Audio (telephones) and Data (Broadband Internet) services. With

widespread adoption of broadband in the country and the growing techno savvy population, IPTV has a potential to become a huge success. Telecom companies such as BSNL and MTNL have spotted these earnings potential and have already started with trial implementation in cities like Bangalore and Kolkata. Companies like reliance communication and Bharti Airtel also planning to follow soon.

e. Bargaining Power of Suppliers:

DTH industry relies on three major suppliers: Customer premise equipment (CPE) comprising of the Satellite Dish, Set Top Box with the necessary Access card, the Ku Band transponders in the orbiting satellites and content. With India set to overtake Japan as Asias largest DTH by next year, the Bargaining power of Indian DTH operators with CPE suppliers have been steadily increasing.

f. Bargaining power of buyers We would take the entire broadcasting industry for analyzing the bargaining power of the buyers. With enough options to choose both from the point of alternate mediums like cable, IPTV and Terrestrial broadcast and from the point of increasing DTH operators, the consumer is at his will to decide.

Customer will continue to have a high bargaining power until DTH platforms try to differentiate them as superior players with better content and clarity.

g. Inter firm rivalry

The inter firm rivalry is quite high. The competition form state owned DDDirect to private players is negligible form the content point of view as the number of channels offered by DD-Direct is very limited. However, DDdirect doesnt not charge any monthly subscription fee which poses a threat to the private players who charge monthly subscription charges.

Between Dish TV and Tata Sky there is an intensive rivalry exhibited by the price wars and discount schemes offered to new connections. Being the first mover, Dish TV had price advantage in both the STB as well as in procuring the transponders. On the other hand, Tata Sky claims its STB offers superior VD quality Video die to its advanced STB.

While Dish TV is planning to spend Rs. 850 crores over the next 3 years, the rival Tata Sky is willing to spend Rs. 2000 crores over the medium term. The companies have also set ambitious targets with Dish TV aiming to reach 4.5 million subscribers in the next 18 to 20 months while Tata Sky aiming for 8 million subscribers by 2012.

Other than the price wars and intense competition in increasing the customer base, there is also a competition at acquiring the content. Dish TV, Tata Sky and Sun Direct are part of big groups that also have popular bouquet of channels like Zee, Star and Sun respectively. The current set of litigations can be grouped into two categories: the channels indirectly refuse content for DTH operators by charging when the vendor is already capacity constrained Threat of New entrants

With already 7 players in the DTH space, threat of new entrants is relatively low. There are already enough competitions which will discourage new firms to enter this business. While getting licenses is relatively easy, the barriers to entry are high when it comes to pricing of CPE and getting the required transponders. There is a definite First mover advantage which can

be inferred from by comparing prices of Dish TV vs Tata sky. So any new entrant will face a high cost when it comes to equipments and transponders.

Challenges Faced by the Industry Policy and Regulation

Being a nascent industry, there are lots of teething issues with the current policy framework and the way it is regulated in reality. Some of the notable challenges faced are below:

Lack of exclusive content

In the global DTH market, competitions are mostly no providing niche content. In India, TRAI does not allow a broadcaster to offer content exclusively to a specific player. Hence content differentiation as a USP is not possible currently in the India scenario. TRAI has clearly indicated that exclusivity can be provided only when DTH operators are feeling that without content differentiation, the competition can only be on price which may even cannibalize the industry. Cap on Foreign Investment

As per the current policy, the total foreign equity including FDI/NRI/ OCB/FII cannot exceed 49% and within that FDI component cannot exceed 20%. This would reduce the interest of foreign investors as they cannot get a

controlling stake in the company in spite of a heavy investment. On the contrary, up to 74% of foreign equity, with no limit on FDI, is allowed in the Cable industry, with DTH being a capital intensive industry, these limitations hurt the expansion plans of the cash constrained operators. Cap on cable Company/Broadcaster Investment In order to ensure a fair competition, the current regulation restrict the cap on Broadcaster/Cable company investment in the DTH venture to 20% and also prevent the DTH firm to hold more than 20% in a Broadcaster/Cable company. As one can see, DTH operators are able to overcome this challenge by spinning of new companies. But removing this rule would reduce the bureaucracy involved and also reduce the content cost for an operator due to the synergies created between him and Broadcaster. Quality of Service Issues

There are couples of QoS issue which currently affect the DTH operators. They are

Technical Glitch-Rain Fade

By definition, Ku band signals get weakened by rain and snow. This results in reduced image clarity and sometime total cutoff. This is a fundamental problem with the design of the transmission frequency. In India, people are glued to their TV soaps and sports events like cricket matches. So even a

tiny service disruption, during these events is seen as a major weakness of the DTH platform.

Poor Levels of Service

A search on India's popular consumer forum Mouthshut.com reports that only 28% recommend Dish TV and 57% recommend Tata sky. Even with the skew for the errors and incorrect date, this shows the low satisfaction levels of consumers. Some of the glaring complaints are Poor after-sales support, Removal of channels off air without notification, Open-ended contractual agreements favoring the operators and lack of grievance cells.

Company profile

Dish TV

Industry Founded

DTH Pay TV 2004

Headquarters Noida, India Area served India, Pakistan, Sri Lanka, Nepal, Bangladesh Products Parent Direct broadcast satellite Zee Network Enterprise

Date of Establishment Revenue Market Cap Corporate Address

1988 241.98 ( USD in Millions ) 70113.2305005 ( Rs. in Millions ) Essel House B-10,Lawrence Road Industrial Area, Delhi-110035, Delhi www.dishtv.in

Management Details

Chairperson - Subhash Chandra MD - Jawahar Lal Goel

Directors - Arun Duggal, Ashok Kurien, B D Narang, Eric L Zinterhofer, Eric Zinterhofer, Jagdish Patra, Jawahar Lal Goel, Lakshmi Chand, Mintoo Bhandari, Pritam Singh, R C Venkateish, Sanjay H Patel, Subhash Chandra Business Operation Background TV Broadcasting & Software Production Dish TV is a part of Essel Group, is Indias first direct to home entertainment service. The company provides around 225 channels, highest in numbers in this segment. It also provides games, interactive TV, Movies on Demand, etc. Dish TV is market leader in Direct to home (DTH) service having a pan-<st1:country-reg< td=""></st1:country-reg<> Financials Total Income - Rs. 11534.015741 Million ( year ending Mar 2010) Net Profit - Rs. -2621.325328 Million ( year ending Mar 2010)

History 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+ was, DD Direct+ shifted to INSAT 4B which is adjacent to NSS-6.

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. In October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket on its platform. Dish TV is a part of Essel Group, is Indias first direct to home entertainment service. The company provides around 225 channels, highest in numbers in this segment. It also provides games, interactive TV, Movies on Demand, etc. Dish TV is market leader in Direct to home (DTH) service having a panIndia presence. It has a subscriber base of over 4.5 million. It has distribution network of 575 distributors with presence in 45,000 outlets spread in 6500 towns in India. Dish TV India has three subsidiaries namely Your Integrated Subscriber Management Services (ISMSL), Agrani Satellite Services (ASSL) and Agrani Convergence (ACL). Dish TV is available across the country and adjacent countries like Nepal, Bhutan, Sri Lanka, Gulf Countries, Bangladesh & Pakistan. As Pakistan is one of India's neighbors, its frequency is available in its radius. 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, specialty 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.

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, specialty 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. Outlook Currently there are around 7-8 million DTH subscribers, which is anticipated to increase to 25-27 million by 2012. Major players in DTH segment are Dish TV, Tata Sky, BIG TV and Bharti Airtel's Digital TV. Dish TV is focusing on brand building so as to add more customers by making Shah Rukh Khan a brand ambassador.

Dish TV has set up zonal structures in 7 zones in order to garner a wider customer base.

Vision of the company

To be the leader in 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.

Product profile

Product Name

Year Month

Sales

Sales

% of STO

Quantit Value(Rs.Million) y

Spare Parts and Other Items Cable, Dish and LNB,VC and Other Items Set Top Boxes, VGA Box and DVR

2010

03

0.00

19.82

0.18

2010

03

0.00

2.64

0.02

2010

03

1530.00

1.33

0.01

Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world class features that makes television viewing a pleasurable experience. Have a look at some of the key add on benefits that Dish TV brings to your home.

Digital Picture Quality

The exceptional digital and direct-to-home transmission ensures you watch all your favorite programmes in true DVD quality.

Stereophonic Sound

The Direct-to-Home satellite transmission treats your ears to a true theatre experience by providing awesome stereophonic sound.

Geographic Mobility

No matter which part of the country you are in or moving to, Dish TV with its all India coverage ensures direct signals wherever you are.

Uninterrupted Viewing

With Dish TV at your home, as long as your equipment is connected to a power source you can enjoy uninterrupted transmission of your favorite programmes.

Capacity up to 400 DTH Channels

Dish TV can offer you up to 400 entertaining channels. And that's not all, every month more channels will be added to provide complete entertainment to your family

Dyna Boost

Dish TV is using the NSS6 satellite at 95.0E designed specifically for DTH operations. It is equipped with Automatic Level Control (ALC) feature that enables the satellite to maintain constant satellite EIRP even in case of uplink signal degradation due to weather conditions such as rain, fog or clouds.

INSTAFLIP

DISHTVS INSTAFLIP technology helps you change channels quickly and conveniently. Our efficient processors make it possible for you to browse through all 240+ channels and services in less than 2 seconds. So get set browsing all the channels on DISHTV with fast scrolling, intuitive navigation and quick flip surfing.

MDU The Multi Dwelling Unit, it is customized solution for connecting multiple houses within the same multi storied building with a single/ two Dish Antennae to receive DTH services. Common dish installed on the terrace of the multi storied building powers TV sets in multiple homes in the building through a cable, which runs into each flat. And once installed, members have the choice of subscribing to the connection. DTH is the concept of receiving the satellite directly in the home. A small dish is to be installed to receive the satellite in the home. One connection needs one dish to receive satellite. This leads to number of dishes in any multi storied building having many subscribers. 50 subscribers mean 50 dishes on the roof.

MDU is a centralized network consisting of multi switches & amplifiers for distributing the signal received by one/two Dish antenna

The Dish Antenna captures the signals and transmits them through multi switches on to the individual STBs in the subscriber's flat. The setup is customized combination depending on the number of connections and the connectivity structure of the building.

Advantage of MDU

Each and every customer in the building does not have to have a separate Dish Antenna to receive DTH services. Common dish in the building can be used.

Additional dish is not required to be installed for any additional subscriber in the building.

It is easy to maintain one or two dish antenna in a building rather than maintaining number of dishes.

Position of Dish TV in product life cycle

KEY EXECUTIVES

S.No 1 2 3 4 5 6 7 8 9 10

Name Subhash Chandra Jawahar Lal Goel Sanjay H Patel Ashok Kurien Mintoo Bhandari B D Narang Arun Duggal Pritam Singh Lakshmi Chand Eric L Zinterhofer

Designation Chairman Managing Director Alternate Director Non Executive Director Non Executive Director Independent Director Independent Director Independent Director Independent Director Independent Director

Organizational structure

BOARD OF DIRECTO R

MD
CEO
PRESIDEN T PROJECT
DIRECTOR TECHNICAL COMPANY SECRETARY

HEAD HR

SR VP SALES

ZH MUMBAI

VP MARKE TING

CFO

VP SERV ICES S

VP VP OPER SALE ATIO S NS

ADMIN

SRM

COMME RCIAL

BRAND

LEGAL

BTL

HEAD COLLECTION

TITLE OF THE STUDY

A study on dealers attitude towards Dish TV & DTH service providers DISH TV

STATEMENT OF PROBLEM

The study is being carried out to find out the impact of advertisement on consumer preference regarding the DTH service of Dish TV. Although the company is one of the leading players in the DTH market, it has been observed that the sales of the company were moderate. The company wanted to know how effective can the advertisement, as a means of promotion, can influence the consumers perception regarding a particular brand.

OBJECTIVE OF THE STUDY

To understand the impact of advertisement on the consumers perception regarding a particular product of a brand

To find out which is the most reliable and best media for advertisement of products of a brand

To know what elements of an advertisement attract the consumers the most. To understand which factors in an advertisement affect the purchase decision of the consumers

PRIMARY OBJECTIVE

The main objective of research was to study the market for the kind of customer feedback available. Also we were particularly interested in customers loyalty and level and his basic outlook towards showroom.

 SECONDARY OBJECTIVE

Competitive position of rival. Evaluate reaction of consumer and customers. To study the nature of marketing, its location and the potentialities. To measure the effectiveness of advertising. To find out the frequency of visit of customers. To find out what adds on to a consumers shopping experience.

SCOPE OF THE STUDY

This project helps to study about the effectiveness of an advertisement in influencing the consumers purchasing decision. This project is aimed to know the impact as well as the best source or media for advertisement of a product. Through this project an attempt has been made to identify which factors in an advertisement are essential to influence the consumers perception regarding a product and its brand. The study was restricted to the Bangalore region only.

SOURCES OF DATA Primary data is being collected from different sources like dealers, customers, potential customers. Secondary data is being collected from sources like company profile, computer websites, journals, magazines and other websites.

TOOLS FOR DATA COLLECTION

Primary data are those collected by the investigator himself for the first time and thus they are original in character, they are collected for a particular purpose. A well-structured questionnaire was personally administrated to the selected sample to collect the primary data. This method used for collection of primary data is questionnaire method

QUESTIONNAIRE METHOD

It is the most widely used method of collection of primary data. In this method, a questionnaire consists of two types of questionnaire one is open ended and another one closed ended which is of a list of question pertaining to the enquiry is prepared. There are blank spaces for answers. The investigator goes to respondent along with the questionnaire and gets replies to the question in schedule and records their answer. He clearly explains the object and the purpose of the enquiry. The questionnaire is the media of communication between the investigator and respondents. The study involved questionnaire method, the study was undertaken through personal interview with the customer. The questionnaire was simple in structure containing open ended and closed ended questions, which was designed to obtain the required information from the respondents keeping in mind the objective of the study.

SECONDARY DATA

Secondary data are those, which have already been collected by some other persons for their purpose and published. Secondary data are usually in the shape of finished products. Two types of secondary data were collected for the preparation of the project work: Internal Data was generated from companys brochures, manuals and annual reports.

External Data, on the other hand, was generated from magazines, research books and internet (websites).

SAMPLING Sampling technique The sampling technique used is Convenience Sampling. A convenience sample is a sample where the respondents are selected, in part or in whole, at the convenience of the researcher. The researcher makes no attempt, or only a limited attempt, to insure that this sample is an accurate representation of some larger group or population. And also content of the respondents i.e. the people who even had d time to fill the questionnaire. Sample unit Sample selected for study consisted of housewives, youngsters, officers and others. Sample size 50 Individuals Sample area Vasanth nagar, Bangalore.

METHODOLOGY

Field study: based on the type of research, time required to accomplish research, on the environment in which research is done. Such studies usually go deep into the cause of things or events that interest us, using very samples and very deep probing data collection.

TYPES OF RESEARCH Descriptive method: it includes surveys and fact-finding enquiries of different kinds. The purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristics of this method are that the researcher has no control over the variables; he can only report what has happened or what is happening.

PLAN OF ANALYSIS Define Objective Determine Information Needed Decide Research Design Tabulating is done by simple statistical method called tally method and the data is represented in the form of table. Preparation of Report Follow Up Recommendation

LIMITATION OF THE STUDY The study was restricted to the selected areas in the Bangalore region only. The information collected is purely on the respondents opinion & may be biased The size of the samples was restricted by time The information collected will become invalid if there is innovation or change in the elements and media of the advertisement The data is limited to the customers own perception, knowledge, emotions, feelings and awareness. Study has been conducted with an assumption that the respondents will give true and best possible.

REFERENCE PERIOD 45 days

OPERATIONAL DEFINITION Perception: It is the process through which the information from outside environment is selected, received, organized and interpreted to make it meaningful to you. This input of meaningful information results in decisions and actions.

Nature of perception: It refers to the interpretation of sensory data. In other words, sensation involves detecting the presence a stimuli whereas perception involves understanding what the stimuli means.

Perception is subjective process, therefore, different people may perceive the same environment differently based on what particular aspect of the situation they choose to selectively absorb, how they organize this information and the manner in which they interpret it to obtain a grasp of the situation. Perception process: The perception process is composed various sub processes which are as follows: 1. Perceptual inputs 2. Perceptual mechanism a. Perceptual selectivity b. Perceptual organization c. Perceptual interpretation d. Checking e. Reacting Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of particular brand of product or service.

Advertising strategy Identifying the target audience Establishing the overall promotional goals Setting the total promotional budget Determining the overall promotional theme.

CHAPTER SCHEME

Chapter 1 Introduction This chapter contains introduction of the study and subject background of the research of the study.

Chapter 2 Research Design It contains the information about statement of the problem, books referred, objective, scope, methodology, sampling method for collecting data, tools for data collection. Chapter 3 Company Profile This chapter contains the information about the company products, services provided by the company, company researches. Chapter 4 Analysis of data This chapter contains information given by the respondents which is analyzed in tables and graphs with interpretation. Chapter 5 Findings and conclusion This chapter contains the findings from the primary data and the summary of the findings. Chapter 6 Recommendations and Conclusion Recommendations and suggestions which are based on the findings through the questionnaire. Annexure The copy of the questionnaire and all other material collected from the organization.

Bibliography The reference made from text

Introduction Data analysis usually involves reducing accumulated data to a manageable size, developing summaries, looking for patterns, and applying statistical techniques. Scaled respondents on questionnaires and experimental instruments often require analyst to derive various functions, and relationships among variables are frequently explores after that. Further, researchers must interpret these findings in light of the clients research questions or determine if the results are consistent with their hypothesis and theories. Interpretation is an essential for the simple reason that the usefulness and utility of research finding lie in proper interpretations. It is being considered a basic component of research process because of the following reasons. Data was collected from the various people of different age group using the questionnaire. Data was collected from 50 people of different occupation and of both the gender. Analysis of their response is being carried out in this chapter.

Table 1 How long are you in DTH business? [In years] Particulars 0-2 years 2-3 years 3-4 years More than 4 years Total Respondents 16 24 20 40 100 Percentage 16 24 20 40 100

Analysis: The above table shows that 16% of the dealers are engaged in Dish TV business since 0-3 years, 24% of the dealers are in business from 3-5 years, 20% are from 510 years and 40% are in consumer durable business from more than 10 years.

Inference: It is inferred that the dealers which are associated with the company for more than 10 years are more and hence they know the market very well which in turn helps in understanding the customer better.

Graph 1 How long are you in DTH business? [In years]

Percentage
45 40 40 35 30 25 20 15 10 5 0 0-2 years 2-3 years 3-4 years More than 4 years 16 24 20

Table 2 Please mention the companies that are supplying DTH Service. Particulars Dish TV Airtel TV Tata Sky Reliance Big TV Sun TV Videocon D2H Respondents 98 86 96 95 92 90

Analysis: Among 100 dealers, 98 dealers dealing with Dish TV, 86 of them are dealing with Airtel TV, 96 dealing with Tata Sky, 95 dealing with Reliance TV, 92 dealing with Sun TV, 90 dealing Videocon TV. This shows the dealers doing DTH business with various companies. Inference: It is inferred that due to heavy competition many dealers of other DTH companies are there in the market and it becomes essential for the company to manage the dealers and other intermediaries properly to reach more number of customers.

Graph 2 Please mention the companies that are supplying DTH Service.

Respondents
100 98 96 94 92 90 88 86 84 82 80 Dish TV Airtel TV Tata Sky Reliance Big TV Sun TV Videocon D2H Respondents 86 98 96 95 92 90

Table 3 Rank the following brands that you are selling the most. Scale Brands Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 6 Rank 1 2 9 13 31 1 1 2 5 Rank 2 1 31 7 9 4 Rank 3 2 7 21 6 5 4 2 4 10 10 20 3 4 22 2 2 3 Rank 4 30 2 Rank 5 11 1 Rank 6 Weighted index 4 141 237 209 267 100 90

Analysis: Taken rank 1 as highest scale and rank 6 as lowest, the weighted index score shows the overall ranking of the brand. According to the weighed score Dish TV score Reliance TV was 141, Dish TV 237, Tata Sky 209, Sun TV 267, Airtel TV 100 and Videocon DTH 90. Inference: It is inferred that among dealers Videocon is the 2nd most preferable brand in the market.

Graph 3 Rank the following brands that you are selling the most.

35 30 30 25 21 20 15 11 10 5 000000 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 4 2 2 1 222 9 7 7 9 6 4 1 13 10 5 10 20 31 31

22

6 5 4 3 2 1

4 1 2

300 250 200 150 100 50 0 1 2 3 4 5 6 267 237 209

141 100 90

Series1

Table 4 Rank the factors that influence you to stock and the sell the brands. Scale Factors Quality Features Consumer Requireme nts Attractive Margin Dealers Incentives Technical Assistance Price Service 8 7 6 5 4 3 2 1 Rank Rank Rank Rank Rank Rank Rank Rank Weighte 1 2 3 4 5 6 7 8 d index 30 4 12 2 1 353 8 10 8 10 6 2 6 268 8 4 4 6 6 10 4 4 212

2 2 6 10 2

4 4 2 6 18

6 2 4 10 8

6 6 4 6 9

8 6 6 6 4

8 12 10 4

14 8 4 2

2 8 14 4 5

196 170 182 256 256

Analysis: According to the weighted score quality stands 1st with the score 353, 2nd features with 268, 3rd were price and service with score 256, 4th consumer requirements with 212, 5th dealers incentive with score 196, 6th technical assistance with score 17 Inference: It is inferred that dealers opt for quality of the DTH to stock and sell the brands.

Graph 4 Rank the factors that influence you to stock and the sell the brands.
35 30 30 25 20 15 10 5 0 4 2 1 12 14 1010 8 8 6 8 10 12 14 18 10 1010 88 88 89 6 66 66 66 6 6 6 66 44 44 4 4 44 4 4 4 4 2 2 22 2 2 2 2

Weighted index
400 350 300 250 200 150 100 50 0 353 268 212 196 170 182 256 256

Weighted index

Table5 Rank the below with respect to the following companies. Scale Companie s Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 14 12 32 2 10 6 16 18 4 10 4 6 16 18 12 6 12 2 8 2 12 10 10 6 2 6 16 6 Rank1 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index 162 242 234 242 120 152

Analysis: According to weighted index score Reliance TV score is 162, Dish TV 242, Tata sky 234, Sun TV 242, Airtel TV120 and Videocon D2h 152. Inference: It is inferred that dealers, on the basis of comparison with other companies ranks Dish TV 1st on the quality aspects.

Graph 5 Rank the below with respect to the following companies.

35 30 25 20 16 15 10 6 5 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 4 2 6 4 6 14 12 12 10 10 16 18 18

32

6 5

300

250

242

234

242

200 162 Weighted index

150

100

50

0 Reliance TV Dish TV Tata Sky Sun TV

Margin

Table 6 Scale Companies 6 Rank1 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 6 12 10 12 14 12 24 6 4 8 6 6 4 22 8 4 10 6 10 12 20 5 6 4 6 2 6 4 4 10 2 5 192 216 194 164 128 157

Analysis: Rank 1 as the highest scale, succeeding scale in decreasing order and rank 6 as the lowest scale, the weighted index score overall compares the DTH companies with respect to consumer requirements. Inference: It is inferred that Videocon is ranked 1st on the basis of margin of consumer requirements by various dealers.

Margin

Graph 6
30 25 20 15 12 12 10 10 6666 5 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 44 4 2 6 4 4 8 6 4 2 12 10 8 66 55 10 14 12 10 24 22 20 6 5 4 3 2 1

Weighted index
250 216 200 150 100 50 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 192 194 164 128 Weighted index 157

Dealer Incentive

Table 7 scale Companies 6 Rank1 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 6 12 20 5 6 18 30 8 5 4 10 2 8 12 10 6 15 5 10 10 8 18 10 12 6 6 188 254 223 125 146 154

Analysis: According to weighted index score reliance TV score is 188, Dish TV score is 254, Tata sky score 223, Sun TV score 125, Airtel TV score 146, Videocon D2H score is 154. Inference: It is inferred that Dish TV provides adequate incentives to dealers to keep them motivated hence they show keen interest in the companys products.

Graph 7 Dealer Incentive

35 30 30 25 20 20 15 10 6 5 0 Category 1Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 2 66 18 18 15 12 12 8 12 10 10 8 5 55 6 6 4 10 10 10 8 6 5 4 3 2 1

Weighted index
300 250 200 150 125 100 50 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 254 223 188 146 154 Weighted index

Table 8 D. Technical Assistance Scale Companies 6 Rank1 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 14 20 20 25 10 20 16 6 14 6 4 2 14 6 4 12 12 16 4 4 4 2 8 10 2 12 124 256 234 226 124 186

Analysis: According to weighted index score Reliance TV score 124, Dish TV score is 256, Tata sky score is 234, Sun TV score is 226, Airtel TV score is 124, Videocon D2h score is 186. Inference: It is inferred that due to new technology and new brands entering the market company has to focus on technical assistance to maintain the pace.

Graph 8 Technical assistance

30 25 25 20 20 20 15 10 5 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 12 10 10 8 66 4 2 2 4 4 4 16 14 16 14 12 14 12 20 6 5 4 3 2 6 4 2 1

300 256 234 200 Weighted index 150 124 100 226

250

50

0 Reliance TV Dish TV Tata Sky Sun TV

Table 9 Feature Scale 6 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 18 24 22 16 10 16 14 14 12 2 4 8 8 12 4 4 4 8 14 10 4 4 2 8 12 10 124 256 234 226 124 186

Companies Rank1

Analysis: According to weighted index score Reliance TV score is 124, Dish TV score is 256, Tata sky score is 234, Sun TV score is 226, Airtel TV score is 124 and Videocon D2H score is 186. Inference: It is inferred that Dish TV has to focus on the features to offer to attract more dealers to sell their products.

Graph 9 Features
30 25 20 16 15 10 10 5 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 4 8 8 4 2 4 14 16 14 12 12 6 5 4 24 22 18

Weighted index
300 250 200 150 124 100 50 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 124 Weighted index 256 234 226 186

Table 10 Price scale Companies 6 Rank1 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 34 4 10 2 2 4 12 8 20 14 2 20 18 4 4 4 16 10 14 2 14 16 14 2 8 2 2 2 264 204 214 94 148 106

Analysis: According to weighted index score Reliance TV score is 264, Dish TV score is 204, Tata Sky score is 214, Sun TV score is 94, Airtel TV score is 148 and Videocon D2h score is 106. Inference: It is inferred that Dish TV stood second in price.

Graph 10 Price

24 22 18 16 14 10 8 4 0 0 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 8 4 2 4 16 14 12 12

Weighted index
300 250 200 150 100 50 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 94 264 204 214

148 Weighted index 106

Table 11 New Models scale Companies 6 Rank1 5 Rank2 4 Rank3 3 Rank4 2 Rank5 1 Rank6 Weighted index Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 4 10 20 16 2 8 8 14 14 10 10 6 6 18 8 8 2 4 6 8 10 8 6 4 12 6 8 144 202 228 190 106 116

Analysis: According to weighted index score Reliance TV score is 144, Dish TV score is 202, Sun TV score is 228, Tata sky score is 190, Airtel TV score is 106 and Videocon D2h score is 116. Inference: It is inferred that Dish TV ranked 2nd amongst the dealers in providing new models.

Graph 11 Models
25 20 20 18 16 15 10 10 8 6 5 4 2 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 8 14 14 6 10 8 10 8 6 5 4

Weighted index
250 228 200 150 100 50 0 Reliance TV Dish TV Tata Sky Sun TV Airtel TV Videocon D2H 202 190

144 106 116 Weighted index

Table 12 what factors influencing sale of Dish TV? Particulars Price Brand Profit margin Quality Advertisement Total Respondents 28 12 16 10 7 100 percentage 38 16 22 14 10 100

Analysis: 38% of dealers are influenced by price factor to sell the Dish TV brands, 16% are influenced brand name, 22% are influenced by profit margin, 14% are influenced by quality and remaining 10% are influenced by advertisements. Inference: It is inferred that pricing of Dish TV products is the major factor of sales which is preferred by dealers.

Pie chart 12 What factors influencing sale of Dish TV?

percentage
10 Price Brand Profit margin Quality 22 16 Advertisement

14

38

Table 13 what are the constraints [difficulties] faced you in promoting Dish TV products. (Rank 1to 5) Scale Constraints Price Profit margin Non availability of stock Credit period See no demand 16 5 Rank1 8 8 20 4 Rank2 2 12 2 3 Rank3 26 6 2 2 Rank4 8 24 154 10 16 1 Rank5 6 Weighted index 148

150 34 2 2 12 4 4 10 160 16 148

Analysis: According to weighted index score price score is 148, profit margin score is 154, non availability of stock score is 150, credit period score is 160 and no demand score is 148. Inference: It is inferred that credit period is the main constraint in promotion of Videocon products by dealers.

Graph 13 Constraints faced in promoting Videocon products by dealers

40 35 30 25 20 15 10 5 0 Price Profit margin Non Credit period availability of stock See no demand 8 2 8 6 8 12 6 2 2 2 26 34

24 20 16 10 4 10 16 12 16 5 4 3 2 1 2 4

Weighted index
162 160 158 156 154 152 150 148 146 144 142 Price Profit margin Non Credit period availability of stock See no demand 148 150 148 Weighted index 154 160

Table 14 According to dealers what factors consumer consider before purchasing durables. 7 6 5 4 3 2 1 Rank Rank2 Rank3 Rank4 Rank5 Rank6 Rank7 Weighted 1 index Brand 35 6 2 6 name 315 Quality 10 32 2 4 2 290 Looks 2 6 16 14 10 2 218 Price 2 6 16 16 4 2 4 214 Durability 2 2 4 6 20 12 4 158 Offer 4 10 6 16 14 142 Service 8 2 4 4 8 12 12 164 Scale Factors

Analysis: According to weighted index score, brand name score is 315, quality score is 290, looks score is 216, price score is 214, durability score is 158 ,offer score is 142 and service score 164. Inference: It is inferred that it is the brand name which consumer consider before purchasing DTH products.

Graph 14 According to dealers what factors consumer consider before purchasing durables.
40 35 35 30 25 20 15 10 10 6 6 5 0 Brand name Quality Looks Price Durability Offer Service 4 2 2 2 2 2 2 6 6 4 22 4 6 4 4 2 44 16 14 16 16 14 12 10 8 32 7 6 5 4 3 2 1

Weighted index
350 300 250 200 150 100 50 0 Brand name Quality Looks Price Durability Offer Service 218 214 158 164 142 Weighted index 315 290

Table 15 what are the factors considered before purchasing on DTH product? Scale Factors 7 6 5 4 3 2 1

Rank Rank2 Rank3 Rank4 Rank5 Rank6 Rank7 Weighted 1 index 6 2 6 315 10 2 2 2 4 8 2 32 6 6 2 2 16 16 4 10 4 4 4 14 16 6 10 4 20 6 8 2 12 16 12 2 2 4 4 14 12 290 218 214 158 142 164

Brand name Quality Looks Price Durability Offer Service

35

Analysis: According to weighted index score, brand name score is 315, quality score is 290, looks score is 216, price score is 214, durability score is 158 ,offer score is 142 and service score 164. Inference: It is inferred that it is the brand name which consumer consider before purchasing Dish TV.

Graph 15 what factors consumer considered before purchasing on DTH product?

40 35 35 30 25 20 16 15 10 10 6 5 0 0 0 0 Brand name Quality Looks Price Durability Offer Service 2 2 2 6 2 6 4 2 2 4 2 4 10 8 16 7 6 5 32

Weighted index
350 300 250 200 150 100 50 0 Brand name Quality Looks Price Durability Offer Service 218 214 158 164 142 Weighted index 315 290

Table 16 Are you satisfied with the service of Dish TV products? Particulars Yes No Total respondents 32 68 100 Percentage 32 68 100

Analysis: From the above table it is clear that 32% of dealers are satisfied by service of Dish TV and 68% are not satisfied by service of Dish TV. Inference: It is inferred that Dish TV is lacking servicing of the products.

Graph 16 Are you satisfied with the service of Dish TV products?

Percentage
80 70 60 50 40 30 20 10 0 Yes No 32 Percentage 68

Table 17 If NO, Then what are the constraints faced during service Particulars Technical personnel s Improper communication Quality of service Durability Customer handling Total 26 15 18 100 26 15 18 100 Respondents 20 21 Percentage 20 21

Analysis: The above table shows that 20% of dealers feel that failure of service is due to technical personnel, 21% due to improper communication, 26% due to quality of service, 18% due to customer handling and 15% due to durability of the products. Inference: It is inferred that quality is the area where it lags behind to deliver the service.

Graph 17 If NO, Then what are the constraints faced during service

Percentage
30 26 25 20 20 15 15 10 5 0 Technical personnel s Improper communication Quality of service Durability Customer handling 21 18

Table 18 Mention any promotional activities from your end for the sale of Dish TV Products Promotional activities Price discount Free transportation Free technical advice Paying commission to sales person Total 102 98 Yes 36 18 20 28 No 14 32 30 22

Analysis: From the above table promotional activities offered by the dealers in promoting Dish TV products. 36 of dealers offer price discount, 18 dealers offer free transportation, 20 dealers offer free technical advice, 28 dealers offer commission to sales person. (Note: more than 1 offer is provide by the dealers) Inference: From the above graph it is inferred that dealers prefer mostly discounts in prices to promote Dish TV products.

Graph 18 Mention any promotional activities from your end for the sale of Dish TV Products
120 102 100 80 60 Yes 40 20 0 Price discount Free transportation Free technical advice Paying commission to sales person 36 18 32 14 20 30 No 28 22 98

Table 19 Are you satisfied with the visits of sales representatives? Visit of sales representative Yes No Total 54 46 100 54 46 100 Dealers Percentage

Analysis: From the above table it is clear that 27% of dealers are satisfied by the visit sales representatives and 23% of dealers are not satisfied. Inference: From this graph it is inferred that dealers are comparatively satisfied towards visit of sales representative from Dish TV.

Graph 19 Are you satisfied with the visits of sales representatives?

Visit of sales representative

56 54 54 52 50 48 46 46 44 42 Yes No Visit of sales representative

Table 20 what should be the frequency visit of sales representatives? Frequency of visits Daily Weekly Twice a week Fortnightly Total Dealers response 12 56 20 12 100 Percentage 12 56 20 12 100

Analysis: According to the above table 12% of dealers demand sales representative to visit daily, 56% of dealers demand sales representative to visit weekly, 20% of dealers demand sales representative to visit twice a week, 12% of dealers demand sales representative to visit fortnightly. Inference: It is inferred that visit of companys sales representatives is mostly on weekly basis to the dealers.

Graph 20 what should be the frequency visit of sales representatives?

Frequency of visits
60 50 40 30 20 20 12 10 0 Daily Weekly Twice a week Fortnightly 12 56

Frequency of visits

Table 21 What we lack regarding our competitors? Factors Quality Price Offers Features Advertisements Total Dealers response 27 14 18 23 18 100 Percentage 27 14 18 23 18 100

Analysis: According to the dealers the factors which act as incompetency of Dish TV when compared to other company products i.e. 27% is due to quality,14% due to price,18% due to offers,23% due to features, 18% due to advertisements, 16% due to branding and 11% due to attractive incentives. Inference: It is inferred that Dish TV lacks quality factors to its competitors.

Graph 21 What we lack regarding our competitors?

30 27 25 23

20 14

18 Percentage

15

10

0 Quality Price Offers Features

FINDINGS

1. From the table 1 we came to know that the dealers which are associated with the company for more than 10 years are more and hence they know the market very well which in turn helps in understanding the customer better. 2 From the data collected we came to know that due to heavy competition many dealers of other DTH companies are there in the market and it becomes essential for the company to manage the dealers and other intermediaries properly to reach more number of customers. 3 From the table 3 we can see that the dish TV is doing well in the market as it came to 2nd position. 4 From the respondents we can see it is opted for quality of the DTH to stock and sell the brands. 5 From the table 5 it is cleared that dealer on the basis of comparison with other companies ranks Dish TV 1st on the quality aspects. 6 From the study we came to know that Dish TV is ranked 1st on the basis of margin of consumer requirements by various dealers. 7 From the table 7 we came to know that Dish TV provides adequate incentives to dealers to keep them motivated hence they show keen interest in the companys products. 8 we also came to know that due to new technology and new brands entering the market company has to focus on technical assistance to maintain the pace.

9. From the table 9 we came to know that that Dish TV has to focus on the features to offer to attract more dealers to sell their products. 10. The study shows that the Dish TV stood second in price. 11 From the table 11 we can make out that Dish TV ranked 2nd amongst the dealers in providing new models. 12 From the table 12 we can make out that pricing of Dish TV products is the major factor of sales which is preferred by dealers. 13 From the table 13 we can see that credit period is the main constraint in promotion of Dish TV products by dealers. 14. From the study we can make out that it is the brand name which consumer consider before purchasing DTH products. 15. From the study we can make out that it is the brand name which consumer consider before purchasing Dish TV. 16. From the study it is clear that Dish TV is lacking servicing of the products. 17. From the Study we found that quality is the area where it lags behind to deliver the service. 18. From the above study we can make out that dealers prefer mostly discounts in prices to promote Dish TV products. 19. From the above study it is inferred that dealers are comparatively satisfied towards visit of sales representative from Dish TV.

20. We found that visit of companys sales representatives is mostly on weekly basis to the dealers.

Suggestions Company should concentrate on the newly emerging dealers, which could earn a better market share. After sale service provided by the company is not adequate, it has to be improved. Replacement of the damaged goods should be quicker. Company should give more stress on the aspects like new quality, technology, service etc. According to the survey Dish TV stands 1st in low pricing, it has to be changed to more competitive pricing, low price is considered to be lower quality of products. Company should work on more advertisements, mainly concentrating on local community. Company should build stronger relation with the dealers to have long term business. Company should work on the durability of the products; life of the products should increase. Company should have better system to manage damage control. The demand is more in the region but the inventory is not maintained properly. So, I suggest the company should maintain proper inventory through logistic management.

 I suggest the company to put up area business development officer which gives the company complete insight of market condition. The rate display of the product in the showroom should be proper; it should be displayed in all three languages like Hindi, Kannada, and English. The company should make provisions for inter logistic system, where the demand of one store could be met by the other store. I suggest a group of technicians should be attached with the marketing department dealer problem could be easily solved Company should encourage the dealers to take more promotional activities towards Dish products. Sales representatives and demonstrator should be well trained.

Conclusion The study on the Dealers attitude towards Dish TV revealed that there is a very positive impact on Dealers regarding the Dish TV brand. Hence it is strongly recommended to stress more on the Dealers Relationship part of the strategies of the company. Since Dish TV is a well established brand in India and is an Indian multinational company this study can be better validated by making a nationwide survey. The study was conducted in various regions in Bangalore. The responses of Dealers were collected for the purpose of analysis. The information collected is purely on the Dealers opinion & may be biased. The study was restricted to selected areas in the Bangalore area. .The study could be more effective if the sampling frame of respondents is increased beyond the Bangalore city. If survey was done in other cities of India also, then a better picture would merge. The study undertaken on Dish TV is focused on the various facts of companys strengths and weakness. While it is always wise to keep up the stronger rides going and the weaker rides also need to be addresses strategically.

QUESTIONNAIRE A study on dealers attitude with respect to Dish TV & DTH Service Providers. 1. Name of the dealer :2. Address :-

3. Phone

:-

4. How long are you in DTH buisness? [in years] i) 0-3 ii) 3-5 iii) 5-10 iv) More than 10 years

5. Please mention the companies that are supplying DTH Service. a. Dish TV b. Airtel TV c. Tata Sky d. Reliance Big TV e. Sun TV f. Videocon D2H i

6. Rank the following brands that you are selling the most. a. Dish TV

b. Airtel TV c. Tata Sky d. Reliance Big TV e. Sun TV f. Videocon D2H

7. Rank the factors that influence you to stock and the sell the brands. Factors a. b. c. d. e. f. g. h. Quality Features Consumer requirements Attractive margin Dealer incentives Technical assistance Price Service Rank

8. Rank the below with respect to the following companies. Factors a. Quality b. Consumer requireme nts c. Margin d. Dealer incentives e. Technical assistance f. Features g. Price h. New Models Dish TV Airtel TV Reliance Big TV Tata sky Sun TV Videocon D2h

9. How long have you been a dealer for Dish TV? a. b. c. d. Less than 3 years 4-10 years 10-15 years More than 15 years

10.What factors influencing sale of Dish TV? a. Price b. Brand c. Profit margin d. Quality e. Advertisements

11. What are the constraints [difficulties] faced you in promoting Dish TV products. (Rank 1to 5) a. b. c. d. e. Price Profit margin Non availability of stock Credit period See no demand

12.What are the factors considered before purchasing on DTH product? a. b. c. d. e. f. g. Brand name Quality Looks Price Durability Offer Service

13. Are you satisfied with the service of Dish TV products? a. Yes b. No

14.If NO, Then what are the constraints faced during service a. b. c. d. e. Technical personnels Improper communication Quality of service Durability Customer handlinng (greviances)

15.Mention any promotional activities from your end for the sale of Dish TV Products Yes a. b. c. d. Price discount Free transportation Free technical advice Paying commission to sales person Any other specify No

16.Are you satisfied with the visits of sales representatives? a. Yes b. No

17.What should be the frequency visit of sales representatives a. b. c. d. Daily Weekly Twice a week Fortnightly

18.What we lack regarding our competitors. a. b. c. d. e. f. g. Quality Price Offers Feature Advertisements Branding Attractive incentives (sales promotion)

Books Referred: a) Paul E green, Donald S Tull research for marketing decision prentice hall of India Pvt. Ltd. b) David J. Luck, Ronald S. Rubin marketing research PHIPL 2002. c) Philip Kotler & Armstrong Principles of marketing - PHIPL 2002 d) Del. I. Hawkins , Kenneth A. Coney target marketing management Publishing company limited 2003. e) Micheal R. Czinkota marketing management Vikas Publishing House 2002. f) S. Jayachandra marketing management - Excel books 2006. g) C.M.Sontaki marketing management - Klyani Publications 2005. h) Suja . R. Nail Marketing Research HPM 2003. I) C.R. Kothari Research Methodology New Age International Publishers 2006. j) M. Shinakraman, M. Prakash guidelines on project report HPM 2007

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