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Volume-5, Issue-2, April-2015

International Journal of Engineering and Management Research
Page Number: 264-268

A Study on Customers’ Satisfaction towards DTH Service in

Gobichettipalayam Town
Dr. M.Sudhahar1, Ms. T. Tamilarasi2
1
Associate Professor in Commerce, Gobi Arts & Science College, Gobichetti Palayam , INDIA
2
Assistant Professor in Commerce (CA), Kongu Arts & Science College, Erode, INDIA

ABSTRACT II. OBJECTIVES OF THE STUDY

DTH stands for Direct- To- Home television. DTH
television service is that we would not dependant on the cable
operator because of their domination over the market and
they have autonomy of prices and about quality of services.
Though the concept of marketing has been followed by
sellers, the service provider’s attitude will change after made
the customers to purchase. The study has been undertaken to
find out the satisfaction of customers and the quality of
service provided by the service providers and how far they
are providing the after sale service to the customers with
regard to DTH service.
Keywords--- DTH, Direct to Home Television,
satisfaction.
I. INTRODUCTION
The growing middle class and rising
disposable income coupled with the rising number of
television households over the years has assisted growth of
investment in this service besides it is costlier than the
cable operators. It should be said that it is worth the
money because the service providers offer variety of
interactive services and there is reduced service breakdown
with DTH television service, signal reception would be
clear without breakdown.
Hence this study has been done to know the
factors consider at the time of purchasing, customer
satisfaction level and the problems faced by the DTH
users. The 200 sample respondents were selected and data
have been collected from there by interview schedule. By
the study we can come to know the expectations of the
customers with regard to brands and about the quality of
service in the DTH service.
The present study is undertaken with the
following specific objectives:
1. To study the factors considered at the time of
purchasing DTH.
2. To know the level of satisfaction of DTH users.
3. To find out the problems faced by DTH users.
III. HYPOTHSES
Hypothesis on the basis of framed objectives of
the study, the researcher’s theoretical knowledge,
discussions with field experts and from other research
studies, the following null hypothesis has been framed and
these are subjected to appropriate statistical test.
H 01 : There is no significant relationship between
various independent variable (Gender, Educational status,
Occupation, Marital status, Family size, Decision maker of
the family, Duration of having DTH mode of connection)
of the DTH users and their level of awareness about DTH
service.
IV. RESEARCH DESIGN AND SAMPLE
DESIGN
The present study intends to examine the issues
framed in the objectives and hypotheses relating to the
DTH Service in Gobichettipalayam town, Erode District.
The required primary data have been collected from the
sample respondents during the period from January 2013
to May 2014.
In regard to selection of sample respondents 200
DTH users from the Gobichettipalayam town have been
selected on the basis of convenience sampling technique.
This study is an empirical study based on survey method.

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The primary data have been collected through the survey

method by direct personal interview with the sample
respondents.

V. LIMITATIONS OF THE STUDY

The study is confined to Gobichettipalayam town,
which may not truly present for the entire population.
Hence the survey may or may not be applicable for other
geographical area.
The study has been conducted for a limited period
of time.
Some of the customers are not co-operating.
They feel participating in this survey does not give any
benefit to them. So the researcher has faced few problems
to collect the data such as unwillingness of respondents.

VI. TOOLS USED FOR DATA VIII. DATA ANALYSIS AND

ANALYSIS INTERPRETATION

After the collected data have been processed, it is

necessary that this data be analyzed. There are several
statistical techniques available to do this. Some of the
important statistical tools used by the researcher in this
study are as follows:

VII. PERCENTAGE METHOD

Percentage method refers to a special kind of
ratio. In this study, the researcher used this method for
making a comparison between two or more series of data.
It is used to describe relationship also.
In this research, percentages are identified through
analysis.
Table 1 shows 72% of the respondents family
decision maker is father, 14% of the respondents’ family
decision maker is mother, 12% of the respondents family
decision maker is children and 2% of the respondents
family decision maker is others.

CHI – SQUARE TEST

The chi - square analysis is mainly used to test the

interdependence of two factors. In other words the chi –
square analysis performed to test the signification of one
factor over the other. In this study the demographic factors
like age, monthly income, and educational qualification.
Each of the personal factors is compared with the study
factors and chi – square test was performed.
The entire test carried out with 5% percentage level of
significance.
Table 2 shows 51% of the respondents are
preferred Sun Direct, 25% of the respondents preferred
Airtel, 11% of the respondents preferred Dish TV, 7% of
the respondents preferred TATA Sky, 3% of the
respondents preferred Videocon and 3% of the respondents
preferred Big TV.

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Table 3 shows that maximum (53%) of the
respondents are having awareness through advertisement,
3% of the respondents are having awareness through their
friends and relatives, 17% of the respondents are having
awareness through internet. 5% of the respondents are
having awareness through newspaper and 4% of the
respondents are having through exhibition.
Table 4 shows 62% of the respondents are
changing their package and 38% of the respondents are not
changing their package.
Table 5 shows maximum(32%) of the
respondents are changing their package during IPL and
World cup Match, 22% of the respondents are changing
their package during Summer holidays and8% of the
respondents are changing their package for other reasons.
Table 6 shows maximum(61% ) of the respondent
need internet facility with DTH, 21% of the respondents
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said that Games facility as improvement, 11% of the
respondents need more offers and concessions and 7% of
the respondents said that Broadcast service as
improvement.
Table 7 shows out of 200 respondents 52.7
percent of male and 53.3 percent of the female respondents
have high level satisfaction. Further 47.3 percent of male
and 46.7 percent of the female respondents have low
satisfaction.
The calculated value of Chi-square (0.007) is less
than the table value of Chi-square table value 9.488 tested
at 5% level of significance. Hence the hypothesis is
accepted. Thus it could be concluded that there is no
significant association between the gender and the
satisfaction level of sample respondents.
The table 8 shows 60 percent of the respondent
under the age category of less than 25 years is highly
satisfied. 36 percent of them are having low satisfaction.
50 percent of the sample respondent under the age group
of 25-35 having high level satisfaction and 50% have low
level satisfaction. 47.6 percent of the respondents are
having high satisfaction under the age category of 36-45
and 47.6 percent of them having low satisfaction. 43
percent of the sample respondent under the age group of
above 45 is having high satisfaction and 56.3 percent of
them having low satisfaction.
The calculated value of Chi-square (3.488) is less
than the table value of 9.488 at 5% level of significance.
Hence, the hypothesis is accepted. Thus it could be
concluded that there is no significant association between
the age of the respondent and their level of satisfaction.
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Table 9 shows 28.5 percent of Illiterate and 52
percent of School level, 63 percent of graduate and 33
percent of professionals have high satisfaction. Further 71
percent of Illiterate, 48 percent of School level,37 percent
of Graduate, 58 percent of Postgraduate and 64 percent of
Professionals have low satisfaction.
The calculated value of Chi-square (9.587) more
than the table value of 9.488 for 4 degree of freedom at
5% level of significance. Hence the hypothesis is rejected,
thus it could be concluded that there is a significant
association between the Occupation of the respondent and
their level of satisfaction.
Table 10 shows, Signal problem in rainy season
gets highest score, so it is ranked as First. Technical
Problems in Setup box is assigned Second and User
Cannot Change the service provider is ranked Third.
Unaware about the policies regarding recharges and
customer service from DTH take long time assigned the
least rank i.e. Fourth and Fifth.
Hence, it is concluded that Signal problem in
Rainy Season followed by Technical problems in Setup
Box, user cannot change the service provider are the
common problems faced by DTH users.
IX. SUGGESTIONS
From the finding of the study, the following
suggestions are made which will help the DTH service
providers to make their business lucrative and favorable to
the customer.
 It is found that maximum (53%) of the respondents are
having awareness through advertisement. Hence it is
suggested that sill more effective steps should be taken by
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the DTH service providers to spread the message through
Advertisement.
 From the analysis it is found 62% of the respondents are
changing their package at the time of IPL and World cup
matches and in summary holidays. Hence it is suggested
that to retain these customers some sports and channels for
children should be provided in all the days.
 It is found that the factor which is mostly considered at the
time of purchasing is Picture quality. Hence it is suggested
that more importance must be given in providing picture
quality to their brand.
 It is found that the factor price is given second importance
while purchasing the DTH. Hence it is suggested that if
the price is high, few buyers purchase and if the price is
low, many buyers will purchase. The service providers
should offer different combinations of package with low
price.
 It was found that DTH service users are facing main
problem as signal problem in rainy season with the mean
score (2.15). Hence it is suggested that the service
providers should improve their signal in the rainy season to
retain the customers.
 It is found that those who spent above Rs.600 have
maximum (71.4) percent of low satisfaction. Hence it is
suggested that the service providers should offer different
package in such a way as to satisfy those customers.
 It is found that illiterate users are having maximum (71)
percent of low satisfaction. Hence it is suggested that
advertisements are in easily understandable manner and
service providers should make it easy to use set top and
recharging their DTH to retain those customers and attract
new customers.
X. SCOPE FOR FURTHER RESEARCH
The present study is confined only to
Gobichettipalayam town, Erode District. Hence, it is
suggested to the further researchers that they may conduct
the research by extending the area of the study.
This study is conducted to know the factors
considered by the customers at the time of purchasing
DTH and satisfaction level of DTH users for all brands.
Hence it is suggested that the further researcher may
conduct the study on particular brand.
The present study covered the satisfaction level of
all brands. Hence it is suggested that the further researcher
may conduct comparative study on the performance of
various DTH brand.
XI. CONCLUSION
It is concluded from this study that the DTH
service providers should improve the advertisement. The
attractive advertisement gives more sales. The company
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can reduce the price to fulfill the needs for low-income

level of people and should Add more packages.

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