Research Satellite Submission

8/8/2019 Research Satellite Submission

1/33

6/4/2010

Submitted to: -Dr. Suneel Sharma and Dr. Suneel Arora;GMSI577

Submitted by:

Kanishk Kakkar, Akash Narang, Amna, Namit Mishra, Rohit Kumar.

G.D.GOENKA

WORLD

INSTITUTE

CUSTOMER SATISFACTION LEVEL WITH

SATELLITE TV


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TABLE OF CONTENTS

INTRODUCTION AND

RATIONALE OF THE TOPIC 3-4

LITERATURE REVIEW AND

PROBLEM FORMULATION 4-8

OBJECTIVE ANDRESEARCH METHODOLOGY 9-10

ANALYSIS AND INTERPRETATION

OF DATA 11-14

CONCLUSION/FINDINGS/

RECOMMENDATION 15

APPENDIX 16-27

QUESTIONNAIRE 28-32

REFRENCES &

BIBLIOGRAPHY 33


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Introduction: -

Customer satisfaction level with satellite TV, has emerged as one of the most

researched topic in recent times, at least for Indian market. The reason counted for this

may be its rising contribution in the Indian economy, which has witnessed growth of

17% in the previous financial year, and expected to rise at 22% annually in coming

years (Indian Business, 2010).

The size of the satellite TV market has been growing and reached estimated figure of

Rs 513 billion, proving it to be one of the fastest growing sectors, capturing attention of

vast consumer group. Few key drivers can be noted for the development of this sector,

which are as follows: -

y Advancement in technology.

y Implementation of CAS in some areas of, metropolitan cities.

y Quality of service as compared to previous supplier.

y Option to choose channels.

Still there are some factors & issues in the satellite TV which are still to be looked upon

or taken up by the company, so company also undertake survey or research through

various mediums like customer feedback, which plays effective role in improving quality

of the services.

Still the cable TV network prevails in most of the Indian market, but the scenario to this

is changing rapidly and dynamically. With the involvement of government making strong

and tough regulation in providing services to the customer has proved boon to the

companies operating.

Currently Indian market has been dominated by very few satellite TV players such as

TATA SKY, DISH TV, AIRTEL, SUN TV, VIDEOCON D2H. Having a look at the Indian

market size and number of players it gives an opportunity to enter in to the market

taking customer satisfaction in to the key concern of the market.

Thus, as a group we decided to proceed on the topic so that true potential can be

harnessed out of the situation. As the chosen topic itself is a vast one, so for simplicity

of the research we formulated it as Satellite TV: scope and benefits.


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Rationale of the topic: -

Since India has great and big market, it gives an opportunity to everyone to harness

value and profit. But, it requires effective and efficient survey so that direction towards

fulfillment of the goal goes in right direction. Following are some of the points whichshow the rationality or basis of choosing it as our topic: -

y Size of the Indian market gives an opportunity to develop a business plan.

y Customers are like guides to develop in right direction.

y Expansionary project can be taken up to the rural market.

y Can be helpful in taking up new innovative projects.

y Can help to eradicate problems concerning satellite TV.

Literature review: -.

The research we found is DTH Industry in India, the author Mr. Siva Umapathy

analyzed the challenges and growth of the current DTH market in India. He published

his report on 19th September 2008 and was influenced by the upcoming trends in Indian

broadcasting. To some extent his research was in response to the report from

Aseambankers research report, press trust of india, Apr 20, 2007, which predicts India

to be the most profitable pay-market by 2015.

The author first glanced at the Indian Entertainment and Media industry which is

estimated at Rs. 450 billion. He extensively presented the evidences through the history

by comparing local cable operators with the emerging multi systems operators. He used

the Porters five model theory for the analysis and identifies various challenges such as

threat from the substitutes, bargaining power of the suppliers, bargaining power of the

buyers; inter firm rivalry and the threat from new entrants.

The other problems for this industry are the non-availability of the transponders, week

financials and glitches in the quality of service. The authors standpoint in the case of

consumers is to offer the DTH services at right price with a conscious value.


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Strengths of the research: -

y Porters five model for analysis.

y Identification of problems & challenges.

y Pricing strategy by the companies.

Weakness of the research: -

y Took study on company point of view.

y Unable to analyze through customer point of view.

The recommendations as suggested were really been made after great effort as to use

a friendlier approach instead of intense policies, also subsidization, value added

services and better quality of services, which can help the industry to climb the terrain

easily.

The strengths of the research by Siva Umapathy are that he clearly executed the

current challenges as well as defined the relevant recommendations but the only

weakness is that he didnt able to relate and analyze the customer satisfaction part. He

should have also focus on the customer needs and wants from the DTH industry.

The conclusion is pretty relevant to the methodology which is used because companies

in an industry have to differentiate only on the basis of the service and the cost levels

offered to the consumers. I think this kind of methodology would definitely help us in

making our own report on level of consumer satisfaction for satellite TV.

We also found a related study which has been written by Georgette Wang in the year

1993, Satellite Television and the Future of Broadcast Television in the Asia

Pacific, the paper tries to analyze the growth of this new media in Asia, with a focus

on satellite television. The author has also examined the various advertisement

expanse trends at that time in respect of broadcast television.

The main finding of the study is the growth of satellite TV and its penetration in Asian

countries. The audiences tend to favour programs from the same cultural background.

The author establishes the fact that amount of television expanse expenditures

registered growth with the growth of television.


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The other key finding is about the reach of satellite TVs over the local cable TV

networks, it suggests high reach of satellite TVs because it can reach a single market

effectively. Cable TV networks are ideal for local promotions. The strength of the study

is that it has analyzes the broadcasting medium very well on the basis of external and

internal factors in the perspective of south east Asian countries like china, Taiwan and

Singapore.


y It focuses on growth of satellite TV.

y Benefits over local TV.

y Data collected by Star TV network, pioneer in this Industry.

Weakness of the research: -

y It was more based on qualitative data.

y Lack of counter arguments.

Most of the data was collected by courtesy of star TV, the study is aimed at the growth

of satellite TV and identifies the star TV as a significant leader of the revolution on the

basis of this data which might be incorrect. The assumptions made in the case study

are relevant and well connected to study as the author also suggested that the satellite

TV is growing at an increasing rate and will be a great tool of advertisement in the

broadcasting medium due to its high reach and growing penetration.The conclusion is somewhat justified but it did not provide the complete conclusion. It

could have been improved more by providing the counter arguments. The research

could have been better if it would have been analyzed with more data rather than the

facts. The research uses the data collected by various agencies which conduct surveys

and interviews to collect the data. This methodology will not work for our research as we

have to collect the data primarily from satellite TV consumers.

The Power of TV: Cable Television and the Status of Women in India was a

research carried by Robert Jensen and Emily Oster in August 2007, it was published by

NATIONAL BUREAU OF ECONOMIC RESEARCH. The authors are trying to hit at the

benefits of the cable TV/ satellite TV which can be used as the efficient tool to improve

the women condition in India. They tried to present the research in two manner one was


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qualitative and other was quantitative as they have used data and empirical study

method to focus the importance of TV on society; the sets of data were consisting of

Gender, availability or access, linkage of TV to fertility, and education.

The key findings of the research would help in generating awareness among the

society, help in increasing women status and reporting less cases of domestic violence.

The data were collected through different rural parts of India, such as Goa, Haryana,

Bihar, Tamil Nadu, and national capital Delhi. The calculation based study was straight

forward in nature which based on regression to find individual attitudes towards the

topic. The data were mainly collected through villages on the basis of cable TV

availability. The references show that the authors have made efforts to get data from

renowned authors as well as Indian and foreigners and its getting publishing in the

NBER is itself a quality benchmark for a research.


y Using a three-year, individual-level panel data set

y Hitting at the issue of women.

y Current development of Indian politics is on women- empowerment.

y Graphical representation of data.

Weakness associated with the research: -

y Gives the average result.y Doesnt hit on the ways to reach out left out population (in term of cable

connection)

The research focuses on the electronic media on one side and the women

empowerment on the other. The conclusion derived from the research is absolutely

perfect, as the question measure the status of women and impact of cable or satellite

TV on their status, and the conclusion given here shows how it can?/ possibilities which

are there.

Yes, the methodology adopted in the above research is significantly relevant with our

topic, as we are also trying to get our data through individual households. And the rural

area is also important for us as there is lot of potential which can be harnessed for the

benefit of society and self. It would be great if the research identifies the potential areas

and possibilities to create a web of satellite TVs.


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Formulation of the research problem

After doing the preliminary study and researches taken on the topic, we found that the

topic given to us is too wide and we planned to undertake our research in the areas of

Delhi and the adjoining rural areas of the National Capital Region (NCR). Keeping in

mind various issues and the growing trend of Satellite TV we amended our topic to the

Satellite TV: Scope and its Benefits. We studied a lot of past researches and reviewed

a lot of literatures, at the first we found that one author has researched on the DTH

Industry in India as a whole and defined the problems and prospects for the companies

to enter into the market and talked about providing the best facilities to the customer.

This research has helped us in formulating our problem and tells us the areas where

companies can improve and defines the scope for the further growth.

The other research describes the differences among the traditional cable TV operators

and the broadcasters in the south east-Asian countries like China, Taiwan and

Singapore etc., here we could not relate the topic as it provides more of the qualitative

data and talked more about the expanse expenditures. In the later research we found

out a relation between the broadcasting television programs and the benefits to the

weaker section of the society in India. The research was related to the power of cable

television and the status of women in India, it highlights the benefits that can be

retrieved through the Satellite TV and defines the potential areas and possibilities for

further reach to the masses.

Now after analysing all the researches and exploring and brainstorming our ideas we

formulated our research question, which is How does satellite TV providers reach to

the maximum market and in what ways the consumers get benefitted from their

offerings. Thus it helps us in creating our clear objective that is To determine the

scope and benefits for Satellite TV in urban and semi-urban areas.


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Objectives: -

The primary objective of the study is to find out customer satisfaction level and thus

deriving further scope of the Satellite TV in India. The other specific objectives of the

study are:

1. To identify the expectations and needs of the Customers about Satellite TV

2. To know about different attributes that drives people to go for a satellite TV.

3. To collect opinion about the existing Service providers.

4. To suggest measures to provide more satisfaction to existing customers and to

attract new customers.

5. To know the way of cost effectiveness and reaching of satellite TV in rural area.

6. To determine the quality of after sales service of different service providers.

7. To know in what manner satellite TV can benefits its consumer, taking women

status in concern.

Research methodology: -

To make the research popular and successful, an effective design to carry out the

research is necessary. The design adopted to carry out the research is generally

analytical in nature, and plan requires assembly of both primary and secondary data.

Sources of Data Collection: -

y Primary data: - It was collected through questionnaires and interviews of the both

present and potential customers. The questionnaire formed was in two

languages Hindi, and English to serve both rural and urban area. The

respondents were contacted personally, or telephonic interview was taken,

whichever way it was possible.

y Secondary data: - It was done through web sites of different companies providing

services, so that our research can aim on both the aspects of market i.e.

company and customer. It was helpful in getting idea of new techniques used by

companies to reach out extreme corner of the country.


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Variables used in the study: -

In the research while analyzing it we took followings factors as variables to the topic: -

y Is the person having connection?

y

If, yes then name of the provider.y Reason of shiftiness towards satellite TV.

y Satisfaction from his provider.

y If, not Reason.

y How is the after sales service?

y Cost of instillation

y Monthly expense (Recharge)

y

Channels which he enjoys watching.

Sampling Plan & instrument: -

It includes sampling unit and size used in the research procedure, and questionnaire

was used as the instrument for collecting data.

Sampling unit: -

The unit used for research is television viewers in both urban and rural area.

Sampling Size: -

To make our research simple and acceptable to others, we used stratified sampling

method and the size we kept was 40, dividing equally in urban and rural area. But due

to some problems in collecting data from urban part we made it to 36, as we were able

to collect only 16 questionnaires out of 20.

Sampling Frame: -

For the urban part we used Punjabi bagh as the preferable frame, and for rural part we

used few villages near by sohna like Atta, Harinagar and some villages from Bihar.

Tools for Analysis and Interpretation of Data: -

We decided to analyze collected data with the help of SPSS 17, and method used

under that is multiple discriminant analysis (MDA), as our variable consist of both

nominal and independent values.


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ANALYSIS AND INTERPRETATION: -

As the numbers of respondents in our research are 36 which is not that big a number to

carry out research so the data is a bit distorted because these 36 have also been

spread over 2 different categories. Though the difference in the mean of the dependent

variables is not that high still we will carry on with our research to come out to a good

solution to our problem. Moreover, 5 of our respondents did not have access to satellite

TV (PLEASE REFER TABLE 1).

Out of the 31 successful respondents surveyed 9 of the respondents are not satisfied

with the service of satellite tv connection (PLEASE REFER APPENDIX TABLE 2)

Tests of Equality of Group Means

Wilks'

Lambda F df1 df2 Sig.

gender .826 6.099 1 29 .020

DTH .977 .690 1 29 .413

reason .477 31.817 1 29 .000

installation .998 .052 1 29 .821

place .969 .941 1 29 .340

The Test of Equality table provides statistical evidence of differences between mean of

the different groups (rural and urban) with after sales satisfaction giving the highest

value of F in comparison to the other variables. The smaller the Wilks Lambda, the

more important is the independent variable to the indiscriminant function.

The table 3 in appendix supports the use of the dependent variables as the inter-

correlations between them is low.


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Analysis 1

Box's Test of Equality of Covariance Matrices

Log Determinants

satisfied Rank

Log

Determinant

yes 5 -4.757

no 5 -5.427

Pooled within-

groups5 -3.810

The ranks and natural logarithms of

determinants printed are those of the group

covariance matrices.

In DA the basic assumption is that the variance-co-variance matrices are equivalent.

The null hypothesis tests the Boxs M that the covariance matrices do not differ between

groups formed by the dependent. This test should not be significant so that the null

hypotheses that do not differ can be retained. For this assumption to hold, the log

determinants should be equal. When tested by Boxs M, we are looking for a non-

significant M to show similarity and lack of significant differences. In this case the log

determinants are similar and Boxs M is 32.814 with F = 1.616 which is significant.

Eigenvalues

Functi

on Eigenvalue % of Variance Cumulative %

Canonical

Correlation

1 1.723a 100.0 100.0 .795

a. First 1 canonical discriminant functions were used in the

analysis.


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Summary of Canonical Discriminant Functions

The Eigen value provides information on each of the discriminate functions produced.

The maximum number of discriminate functions produced is the number of groups

minus 1. As we used only 2 groups here namely, satisfied and not satisfied, only 1

function is displayed. The canonical correlation is the multiple correlation between the

predictors and the discriminate function. With only one prevailing function it provides an

index of overall model fit which is interpreted as R2 i.e. the proportion of variance

explained. In the above table the canonical correlation is .795 which suggests that

63.20% of the variation in the grouping variable, i.e. whether a respondent is satisfied or

not.

Wilks' Lambda

Test of

Functi

on(s)

Wilks'

Lambda Chi-square df Sig.

1 .367 26.544 5 .000

Wilks lambda indicates the significance of the discriminant function. This table indicatesa highly significant function (p < .000) and provides the proportion of total variability not

explained, i.e. it is the converse of the squared canonical correlation. So we have 36.7%

unexplained.

The interpretation of the discriminant coefficients is like that in multiple regressions. It

provides an index of the importance of each predictor like the standardized regression

coefficients (betas) did in multiple regression. The sign indicates the direction of the

relationship. Reason score was the strongest predictor while Gender and DTH werenext in importance as predictors. These variables with large coefficients stand out as

those that strongly predict allocation to the satisfaction or not satisfied group (PLEASE

REFER TABLE 5 IN APPENDIX).


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The structure matrix table shows the correlations of each variable with each

discriminate function (PLEASE REFER TABLE 6).

Functions atGroup Centroids

satisfi

ed

Function

1

yes -.812

no 1.985

Unstandardized

canonical

discriminant

functions evaluated

at group means

We have tried to describe each group in terms of its profile, using the group means of

the predictor variables. These group means are called centroids. These are displayed in

the Group Centroids table. In our example, non-satisfied have a mean of -.812 whilesatisfied respondents produce a mean of 1.985. Cases with scores near to a centroid

are predicted as belonging to that group.

In our analysis 71% of the respondents are satisfied and 29 % are not satisfied (FOR

TEST PLEASE REFER TO TABLE 8).

The cross validation successively classifies all cases but one to develop a discriminant

function and then categorizes the case that was left out. This process is repeated with

each case left out in turn. This cross validation produces a more reliable function. Theargument behind it is that one should not use the case you are trying to predict as part

of the categorization process. The classification results reveal that 92.2% of

respondents were classified correctly into satisfied or non-satisfied groups. Satisfied

were classified with better accuracy (95.5%) than non-satisfied (66.7%) [FOR TEST

PLEASE REFER TO TABLE 10]


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Conclusion: -

With the help of research undergone and above analysis, we as a group came to

conclude on following factors and recommendations, which are as follows: -

y Research should cater both aspects i.e. customer & company.

y Questionnaire should be formulated in simple way so that it can analyzed

properly, as we made Hindi questionnaire for rural area.

y Most of the customers are satisfied with the services which they are getting, but

company need to look upon the issues which are making dissatisfied.

y We found that cost related to channels and installations were high.

y There is still plenty of market left to be captured, but some R & D work is

required.

y Can be used as great tool to boost up women status & empowerment mission.

y Interactive services are very popular among the viewers.

y For rural India, they can add some tips on farming so that it helps in educating

them, and popularizing it in rural area.

Thus, as a group we analyzed that, India is a big market and has great potential for new

companies, and even rural households are also ready to go with the service. But,companies need to look at the cost issue, so that it can attract more customers to their

network. After sales issue was concern for many customers and reason for their

dissatisfaction. At last we would like to conclude with the fact that companies have the

opportunity but they need to harness that with new and cost effective techniques.


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APPENDIX: -

y PIE CHART SHOWING PROVIDERS: -

(FIG 1)

y CONNECTION: -

(FIG 2)

tata sky

22%

dish tv

39%

big tv

3%

any other

22%

no connection14%

PROVIDERS

YES

83%

NO

17%

CONNECTION


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Analysis And Interpretation: -

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 31 86.1

Excluded Missing or out-of-range

group codes5 13.9

At least one missing

discriminating variable0 .0

Both missing or out-of-

range group codes andat least one missing

discriminating variable

0 .0

Total 5 13.9

Total 36 100.0

(TABLE 1)


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Pooled Within-Groups Matrices

gender DTH reason installation Place

Correlation gender 1.000 .051 -.062 -.322 -.060

DTH .051 1.000 -.281 .021 .016

reason -.062 -.281 1.000 .005 .179

installation -.322 .021 .005 1.000 -.099

place -.060 .016 .179 -.099 1.000

(TABLE 3)

Test Results

Box's M 32.814

F Approx. 1.616

df1 15

df2 963.591

Sig. .063

(TABLE 4)

Tests null hypothesis of

equal population

covariance matrices.


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Standardized

Canonical Discriminant

Function Coefficients

Function

1

gender .390

DTH .376

reason .979

installation .051

place -.290

(TABLE 5)

Structure Matrix

Function

1

reason .798

gender .349

place -.137

DTH .118

installation -.032


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Structure Matrix

Function

1

reason .798

gender .349

place -.137

DTH .118

installation -.032

(TABLE 6)

Pooled within-groups

correlations between

discriminating variables

and standardized

canonical discriminant

functions

Variables ordered byabsolute size of

correlation within

function.


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Canonical Discriminant

Function Coefficients

Function

1

gender .867

DTH .331

reason 1.369

installation .054

place -.596

(Constant) -2.162

(TABLE 7)

Unstandardized

coefficients

Classification Statistics

Classification Processing

Summary

Processed 36

Excluded Missing or out-of-range

group codes0

At least one missing

discriminating variable0

Used in Output 36

(TABLE 8)


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Prior Probabilities for Groups

satisfi

ed Prior

Cases Used in Analysis

Unweighted Weighted

yes .710 22 22.000

no .290 9 9.000

Total 1.000 31 31.000

(TABLE 9)

Separate-Groups Graphs: -


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(GRAPH 1)

(GRAPH 2)


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(GRAPH 3)


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ClassificationResultsb,c

satisfied

Predicted Group

Membership

Totalyes no

Original Count yes 21 1 22

no 1 8 9

Ungrouped cases 5 0 5

% yes 95.5 4.5 100.0

no 11.1 88.9 100.0

Ungrouped cases 100.0 .0 100.0

Cross-validateda Count yes 21 1 22

no 3 6 9

% yes 95.5 4.5 100.0

no 33.3 66.7 100.0

(TABLE 10)

a. Cross validation is done only for those cases in the analysis. In cross

validation, each case is classified by the functions derived from all cases other

than that case.

b. 93.5% of original grouped cases correctly classified.


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ClassificationResultsb,c

satisfied

Predicted Group

Membership

Totalyes no

Original Count yes 21 1 22

no 1 8 9

Ungrouped cases 5 0 5

% yes 95.5 4.5 100.0

no 11.1 88.9 100.0

Ungrouped cases 100.0 .0 100.0

Cross-validateda Count yes 21 1 22

no 3 6 9

% yes 95.5 4.5 100.0

no 33.3 66.7 100.0

(TABLE 10)

a. Cross validation is done only for those cases in the analysis. In cross

validation, each case is classified by the functions derived from all cases other

than that case.

c. 87.1% of cross-validated grouped cases correctly classified.


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ENGLISH QUESTIONNAIRE: -

Name:

Sex:

Age:

Contact no:

E-mail:

1. Do you have a Satellite TV connection?

a) Yes

b) No

2. If your answer to question 1 is YES, which DTH service do you use?

a) Tata Sky

b) Dish TV

c) Big TV

d) Any other, please specify .

3. What made you switch over to Satellite TV?

a) Clarity

b) Availability of Interactive channels

c) Better service pack and after sales services

d) Low cost

e) Any other, please specify .

4. Are you satisfied with your existing service provider?

a) Yes

b) No


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5. If your answer to question 4 is No, what are the reasons for your non-satisfaction?

a) Low signal strength that leads to less clarity

b) High cost as compared to other service providers

c) Difficult payment facilities;

d) Any other, please specify ..

6. Are you satisfied with the after sales service of your DTH service provider?

a) Yes

b) No

7. What it costed you for installation and service of your DTH?

a) Below 1000

b) 1000-2000

c) 2000-3000

d) Above 3000

8. If your answer to question 6 is No, what are the reasons for your non-satisfaction?

a) Difficult to get it recharged;

b) No response or not a positive response on customer helpline;

c) No new information or updates being provided by the DTH service provider;

d) Any other, please specify

9. What are your monthly charges for your premium packs?

a) 200-300

b) 300-400

c) 400-500

d) Above 500

10.What type of channels do you prefer watching?

a) News

b) Sports


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c) Entertainment (Cartoons)

d) Any other, please specify ..

11.Any feedback you would like to give for improvement of the service provided.

.....................................................................

HINDI QUESTIONNAIRE: -

-

-

-

-

TATA SKY

DISH TV

BIG TV


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RECHARGE

CUSTOMER HELP

LINE


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-

-

-

-

-

-

References and Bibliography: -

Jensen Robert, Oster Emily, 2007, THE POWER OF TV: CABLE TELEVISION AND

WOMEN'S STATUS IN INDIA, NATIONAL BUREAU OF ECONOMIC RESEARCH [pdf]

[Source: - Google Scholar]

[Available at: - http://www.nber.org/papers/w13305.pdf?new_window=1]

[Cited on: - 10/03/2010]

Nandgopal, R., Rajan Arul K., and Vivek N. (2008), Research Methods in Business, 1/e,

Excel Books, New Delhi


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Saunders, M, Lewis, P. and Thornhill, A. (2003), Research Methods for Business

Students, 3/e, Pearson Education, New Delhi

Siva Umapathy, 2008, INDUSTRY ANALYSIS-DTH INDUSTRY IN INDIA, [pdf]

[Source: - www.google.com]

[Available at: - www.sivasundram.com]

[Cited on: - 12/03/2010]

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