A

REPORT ON
CUSTOMER SATISFACTION OF BIG TV CONSUMERS
CONDUCTED AT:
“IMRB INTERNATIONAL”
UNDER THE SUPERVISION OF:
Mr. Rajarshi Roy

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE

AWARD OF MASTER OF BUSINESS
ADMINISTRATION( INDUSTRY INTEGRATED)
BY

AMARNATH GUHA

ENROLMENT NO.:
BATCH:
TO: INTERNATIONAL BUSINESS
SCHOOL( KOLKATA)
EIILM UNIVERSITY, JORETHANG, SIKKIM
ACKNOWLEDGEMENT

I wish to thank MR. RAJARSHI ROY of

IMRB INTERNATIONAL, (KOLKATA)
And also our external project guide of
IMRB INTERNATIONAL. for their
critical comments and inputs at
various stages of the study and the
report.

I wish to acknowledge IBS

KOLKATA for helping me to make this
report.
 DECLARATION

I hereby declare that the training project titled “CUSTOMER

SATISFACTION OF BIG TV CONSUMERS” has been
submitted by me in the partial fulfillment for the award of the
degree of Master of Business Administration( Industry
Integrated). This is a record of bonafide work done under the
supervision of Mr. Rajarshi Roy and this work has not been
submitted in any other university or institute for any other
purpose.
 AMARNATH GUHA

OBJECTIVE OF THE STUDY

Reliance BIG TV limited is a part of Reliance

Communications Ltd. founded By Late Dhirubhai
Ambani, BIG TV started journey from 19th August
2008 with a slogan "TV ho Toh BIG Ho". It currently
starts 200 channels ,32 cinema halls (i.e Pay Per View
Cinema Channels) as well as many Radio channels. The
company plans to increase the Channels in near future
to 400 and bring HD technology. It is the first DTH
provider providing mpeg-4 technology. There are also
plans to introduce services like i-Stock, i-News and
other interactive services in the future. CSMM is
conducting a baseline Customer Relationship
Assessment (CRA) Program for Reliance Big TV
Limited.

METHODOLOGY

• This is a ‘Blind’ study i.e. the name of the client –

Name of Big TV can not be revealed to the
respondent

• You will be provided with a database for Big TV

customers. For competitor customers database will
not be provided
 • Interview had to be done face-to-face with the
customers

SAMPLE SIZE

Competition
Centres Big TV Cable
All total Competion Airtel Tata Sky Dish Sun
Delhi NCR 120 120 40 40 40 20
Jaipur 120 120 40 40 40 20
Ludhiana 100 90 30 30 30 15
Lucknow 90 90 30 30 30 15
Dehradun 80 90 30 30 30 15
Greater Mumbai 120 120 40 40 40 20
Pune 100 90 30 30 30 15
Indore 100 90 30 30 30 15
Rajkot 80 90 30 30 30 15
Kolkata 120 120 40 40 40 20
Patna 90 90 30 30 30 15
Cuttack 80 90 30 30 30 15
Bangalore 110 105 35 35 35 17
Hyderabad 110 105 35 35 35 17
Vijaywada 80 90 30 30 30 16
chennai 120 120 40 40 40 20
Salem 80 90 30 30 30 15
Cochin 100 90 30 30 30 15
All total 1800 1800 600 600 400 200 300
TARGET RESPONDENTS

CUSTOMERS
CUSTOMERS

DTH(Big
DTH (BigTV,
TV,Tata
TataSky,
Sky,
Dish,Airtel,
Dish, Airtel,Sun
Sun CABLE
CABLE
 • Customers who are using Direct to home (DTH) service.
• These are digital TV transmission service. Where customers have
their own Dish at their place.
• Customers are using cable connection for TV transmission.
• There are two types of cable connection:
• Analog: Regular cable connection
• Digital: Cable connection with the Set top box
COST FOR SERVICES OF VARIOUS DTH SERVICE
PROVIDERS
BIG TV
 The entry offer-

 Monthly Subscription offer are as that ther are eight packages for
the subscribers have to choose.They are-

I. Value pack-In this pack for Northern Tndia 101 channels and
for Southern India 105 channels are provided.The charge will
be Rs.115+taxes.

II. Bronze Pack-Here for Southern India 121 channels and for
Northern India 117 channels provided.cost is Rs.135+taxes.
 III. Bronze Plus Pack-Through pack extra 3 entertainment
channels are provided with Bronze Pack.The charge is
Rs.150+taxes.

IV. Silver Pack-In this pack for Southern India 131 channels and
rest area will get 127 channels.Charge is Rs.180+taxes.

V. Silver plus pack-extra 4 channels has been provided inthis

pack in addition with silver pack.Cost is Rs.200+taxes.

VI. Gold pack-In this pack for Southern India 143 channels and for
rest of India 139 channels.Cost is Rs225+taxes.

VII. Diamond pack-157 channels have given for Southern India

and for the rest 153 channels.Charge is Rs.270.

VIII. Diamond Plus pack-161 channels in South India and 157

chanels for rest of the country.Cost is Rs.315.

TATA SKY

 The entry offers-

Rs 1600 downpayment,Rs2475 and Rs 3025.Installation is

free of cost.

 Monthly subscription –TATA SKY HAVE several packages.out of

them 3 packages are main.They are hereunder-

I. Super Hit pack-In this pack 65 channels are

showing.Charge is Rs.160.

II. Super Value kids special pack-I n this pack 104 channels
have been given.Charge is Rs.225 per month.

III. Super saver pack-Here 125 channels are shown and price
is Rs.275 every month.

The entry offers are related to those monthly subscription charges also.As per the packs
The values of entry offers go respectively.
AIRTEL DIGITAL TV
 Entry offers-

I. The cheapest rate of taking the connection of Airtel Digital

TV is Rs.1490.There u will get 2 onths free subscription of a
pack also.

II. The next one is Rs.1590 offer.You will get 3 months free
subscription of economy pack.

III. Rs 4090 pack offer includes 12 months free subscription of

ltra pack.

 Monthly subscription offers-

I. Super value pack-119 channels has been provided in this

pack.Cost is Rs.115.

II. New value pack-In this pack 120 channels have been
provided.cost is Rs.145.

III. Economy pack-No. of channels are 157 here and the cost is
Rs.200.

IV. Mega pack-through this pack 178 channels has been

provided.charge is Rs.275.

V. Ultra pack-They are providing maximuma NO. of channels

by this pack,The No. of channels are 185 and cost is
Rs.330.

DISH TV
 Entry offers-

For New subscribers Dish Tv has announced of box free

offer.Rs.1990 has o be given.Subscriber will get free subscription
 of a pack for 100 days of value of Rs.1990.That means set top
box and and other peripherals are free of cost.

 Monthly subscription offers-

Dish Tv has 7 channel packages to offer.They are-

I. Silver pack-In this pack 160 channels have been

provided and charge is Rs.125 only.

II. Silver saver pack-In this pack 165 channels has been
provided and charge is Rs150.

III. Gold pack-Here 182 cahnnels are shown and cost is

Rs.210.

IV. Gold saver-Through this 189 channels are shown and

cost is Rs.270.

V. Platinum pack-In this pack 208 channels are given

and cost will be Rs325.

VI. Child pack-There is a child pack with 208 channels

whose cost is Rs.170.

VII. Titanium pack-This is their costliest pack.It includes

210 channels and takes RS.3590 annually.
ANALYSIS
 TYPES OF VARIABLES
VARIABLES
DEPENDANT
A dependent variable is what someone
measure in the experiment and what is
affected during the experiment.
INDEPENDENT
1. Mathematics A variable whose value
determines the value of other variables.
2. Statistics A manipulated variable in an
experiment or study whose presence or degree
determines the change in the dependent
.variable.
DEPENDANT VARIABLES

 PURCHASE
 INSTALLATION & ACTIVATION
 PRODUCT
 CHANNEL PACKAGE
 AFTER SALES SERVICE
 OTHERS
INDEPENDENT VARIABLES

PRODUCT

• Ability of sales person to explain.

• Variety of channel packages available

INSTALLATION & ACTIVATION

• Promptness of visiting for the installation

• Speed of activation, once installed
• Ability to ensure that channels are activated as
per the package

PRODUCT

• Performance of the Set Top Box

• Ease of navigating the menu options
• Response time for switching channels

CHANNEL PACKAGES
 • Ease of understanding the channel packages
offered
• Ability of the packages to fulfill the viewing
needs
• Ease of adding additional channels required
• Range of interactive services
• Range of movies offered
• Ease of ordering movies on paid movie channel
• Ability to offer new channels

AFTER SALES SERVICE

• Rate After sales service…..on some specific

attributes
TYPES OF DTH CONNECTION

TATA SKY
14%

6
AIRTEL
21%

BIGTV
65%

The types of DTH connections as per my database was 3. That was

TATA SKY, BIG TV & AIRTEL connection. The total number
was 25. Tata sky connection was 14% . Big TV connection was
65% & Airtel connection was 21%.
YEAR OF TAKING THE CONNECTION

14

12

10 2007
2008
8
10 2009

6 11
4

2
4
0
1st Qtr

Among total 25 connection in 2007 the total

connection taken was 4. In 2008 the no. of
connection taken was 11. And in 2009 the no. of
connection taken was 10.So we can see a constant
increase of DTH connection’s demand.
 THE DURATION OF DTH CONNECTION USED

16

14

12
2 MONTHS- 6MONTHS
10
>6 MONTHS TO <1 YEAR

8 >1 TO <2 YEARS

0
1st Qtr

The total DTH connections was 25, among them the

durations of DTH connections taken was as above.
MONTHLYEXPENDITURE ON DTH CONNECTION

6 9 Rs. 101 -150

RS. 151-250
5 Rs. 251-350
Rs. 351-450
4
Rs. GREATER THAN 450

0
1st Qtr

We can see from the chart that. For the monthly expense Rs
251-350 is the highest. So maximum people expend that
amount for maintaining DTH connection.
OVERALL EXPERIENCE ABOUT DTH SERVICE

14

12

10

8 POOR
GOOD
VERY GOOD
6
FAIR

0
1st Qtr

We can see from the data, that for the overall experience
the consumers who have the good experience is maximum.
But also there have some customers who have the poor
experience too.
THE TOTAL COST OF DIFFERENT DTH
CONNECTIONS

LOW

MODERATE

HIGH

1st Qtr

We can see from the given database that according to the

consumers feeling, the most consumers feel that the total
cost is moderate & it is not painful for the consumers.
DIFFERENCE BETWEEN COST OF DTH SERVICE
& CHARGES OF CABLE OPERATORS

12

10

HIGH
8
SIMILAR
LOW
6

0
1st Qtr

We can see from the database that that most consumers feel
that the cost of DTH service is lower than previous charges
of cable operators. But few consumers till now feel that the
cost o DTH service is high for them.
DIFFERENCE BETWEENT COSTOF DIFFERENT
DTH SERVICES

11

LOW
1st Qtr 12 SIMILAR
HIGH

We can get from the survey that for the difference between
different DTH services, as the tata sky owners are highest,
so they things that their DTH service charge is much lower
than other DTH services.
VARIOUS COST COMPONENTS OF DTH
SERVICES

16

14

12
1--5
10 6--10
11--15
8

2 0
0
1st Qtr

According to the database we can see that the

consumers feel that the different cost components are
not too much costlier for them.
QUALITY OF THE PRODUCT ACCORDING TO
CONSUMERS

East

3
4
2

0
POOR VALUE FAIR VALUE GOOD VALUE VERYGOOD EXCELLENT
VALUE VALUE

We can see from the database that the most consumer’s of DTH service have
good value. But some of the consumer’s have poor value also. We also can
see that the consumers of BIG TV connection have poor value about the
connection.
OVERALL VIEWS OF SNSUMERS ABOUT THEIR SERVICE PROVIDER

POOR (1- 10) FAIR (11- 20)

GOOD (21- 30)

2
7
20

EXCELLENT (31-40)

We can see from the database that that the overall experience of
the consumers about their DTH service provider is mostly
excellent. But also we can see that the experience of the BIG TV
consumers have poor experience about their service provider.
 RECOMMENDATION OF THE CONSUMERS

EXTREMELY
LIKELY
2

12
NOT LIKELY
11
LIKELY

We can see from the database that the consumers who can
recommend their service provider to their known person are most. But their also some
consumers who do not recommend their product.. Because they are not satisfied about
their product.
FUTURE PLANNING OF THE
CUSTOMER

Mostly the customers are ready to use

the existing connections. But there are
three consumers who want to change
their existing connections. Among them
two consumers have the connections of
BIG TV. They are not satisfied with their
existing DTH connections.
 MEDIUM OF INFORMATION

25

20 TELEVISION
NEWSPAPER/MAGAZINES
15
FRIENDS/ RELATIVES
10 SMS

0
1st Qtr

We can see from the database that the most powerful source of getting information is
television. After that consumers have got mostly information from newspapers/
magazines.
TOP OF THE MIND BRAND

We can see from the database that

consumers have decided the brand name
which they have brought . So, there were
no confusion about the brand of the DTH
service provider.
 OVERALL PURCHASE EXPERIENCE

EXCELLENT

VERYGOOD

GOOD

FAIR

1st Qtr

Overall purchase experience of the consumers depends on the sales promotions, various
demonstrations etc. We can see from the database that the consumers had very good
purchase experience in time of purchasing DTH connection.
 EXPERIENCE ABOUT PURCHACE PROCESS

We have got the information about the overall experience about purchase process of
customers.we have discussed here it by using SPSS. Here we have ranked overall
experience. The least score is 12. We can also see the highest score is 28. That is of the
customer’s who are mostly satisfied.
DEMONSTRATION OF THE PRODUCT

We can see from the given database that the all consumers have said that the
salesman at the retail shop provided sales demonstration about the product
( DTH ) to them.
RATINGS OF OVERALL EXPERIENCE ABOUT
INSTALLATION & ACYIVISION PROCESS

We can see from the graph using SPSS about the

overall ratings from customers about total activision & installation process.
The lowest ratings that the lowest rating is 18. & Highest rating is 37.We
can also see what are the no. of customers given what ratings ftom the chart.
PUNCTUALITY OF THE SERVICE PROVIDER

We can see from the database that the person’s who had taken the
appointment from the consumers ,had gone in time. So, we can see the punct
uality of the service providers are good.
OVERALL QUQLITY OF THE PRODUCT

2.69

AIRTEL
1st Qtr 1.29 BIG TV
8
TATA SKY

3.25

We can see from the database that about the overall quality of the DTH
product the most consumers are happy with their product. But some
consumers feel that the product quality is not up to the mark. So they are not
satisfied with their product. We also can see that the unsatisfied consumers
are from BIG TV segment.
PERFORMANCE OF SET TOP BOX

AIRTEL

BIG TV

TATASKY

1st Qtr

For the specific attributes in product segments we can see that the BIG
TV consumers are not happy with their products.But the AIRTEL & TATA SKY
consumers are somehow satisfied with their products.
Response time for switching channels

AIRTEL
1st Qtr 3.54 BIG TV
TATA SKY

3.22

Here the main attribute is receiving the signal by the machine.

Here we can see that all of the consumers are satisfied with their products.
Ease of understanding the channel packages offered

AIRTEL

BIG TV

TATA SKY

1st Qtr

Here for the channel package we can see that overall the channel packages of all
the providers are understandable.
Ability of the packages to fulfill the viewing needs

3.5

3 TATASKY

2.5 BIG TV
AIRTEL
2

1.5

0.5

0
1st Qtr

Here we can see that in this case the AIRTEL & TATA SKY
consumers have said that the channel package can fulfill their needs, but the BIG TV
consumers are not so satisfied with that.
Range of interactive services

5
Here
4 for the
TATA SKY
3 BIG TV
AIRTEL
2

0
1st Qtr

interactive services like different alerts or games the BIG TV consumers are mostly
satisfied with their product. But AIRTEL OR TATA SKY consumers are not so satisfied
with their interactive services.
Range of movies offered

AIRTEL

BIG TV

TATA SKY

1st Qtr

For the range of movies offered in the channels, we can see that the BIG TV
consumers are mostly happy & satisfied with their service provider. The TATA SKY
consumers also are some how satisfied. But the AIRTEL consumers are totally
unsatisfied for this attribute.
Ability to offer you new channels

3.25

AIRTEL
1st Qtr 1.25 BIG TV
TATA SKY

3.22

Here for the latest channels the BIG TV consumers are not so satisfied with
their product. But AIRTEL & TATA SKY CONSUMERS are quite satisfied in this case.
OVERALL EXPERIENCE WITH
THE RECHARGE PROCESS

We can see from the collected database

that the consumers who have recharged
in last 6 months have given overall good
ranking for the experience with the
recharge process of their DTH service
TIME OF CALLIG TO CUSTOMER
CARE.

From the database we have come to

know that the consumers who have ever
called up to the customer care no. have
called up more than 1 month ago.
RECOMMENDATIO
NS
 PURCHASE

Here I can recommend that there

should be more channel available for
the needs of consumers. And the BIG
TV product should be more attractive.

PRODUCT

Here the major problem of BIG TV

product is the quality of set top box
of the company. So, the quality of the
product should be good. And also
that should be more easy to use.
 AFTER SALES SERVICE

Here the major problem of BIG TV

CONSUMERS are the service
engineers are not quite capable to
solve the problem of the BIG TV
products. The service engineers
should be more responsible & also
qualified enough.
THANK YOU