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CUSTOMER SATISFACTION

Chapter 1

INTRODUCTION

PART: A

ABOUT INDUSTRY:

BRIEF HISTORY

Tata Sky is set to revolutionize television viewing in India through

its superior digital quality picture and sound. The service aims to

empower the Indian viewer with Choice, Control and Convenience

through its wide array of programming choices and interactive features.

Tata Sky offers viewers a variety of channels ranging from

entertainment, sports, movies and music to news and documentaries in

DVD quality picture and CD quality sound.

Tata Sky has established an extensive customer service network across

the country. It has engaged a field force of approximately 3000 service

engineers who are complemented by high-end 24x7 call centre’s, manned

by multi-lingual customer service associates, trained to solve all customer

problems.

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Tata Sky takes direct responsibility for installing and servicing the

hardware at every subscriber's home, thereby ensuring the highest levels

of customer service.

Tata Sky retails its hardware and prepaid recharge vouchers through

popular consumer electronic stores to enhance customer convenience.

The SKY brand, owned by the UK-based British Sky Broadcasting

Group, brings to Tata Sky the reputation of more than 20 years

experience of satellite broadcasting. SKY is well known for the

innovative products and services launched by BSkyB, such as DTH

broadcasting in 1989, digital satellite broadcasting in 1998, interactive

television services in 1999 and the SKY+ personal video recorder in

2001. Tata Sky joins an international group of DTH businesses that

includes platforms as far apart as the UK and Italy in Europe, and Mexico

and Brazil in Latin America.

Space TV is a TATA - STAR joint venture, established in 2004,

committed to build state-of-the-art Digital infrastructure for Pay

Television in India. Space TV plans to introduce a nationwide Direct-to-

Home (DTH) service that would allow it to reach every Indian home,

however remote it may be. The service plans to offer its subscribers the

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best of cable channels, new innovative programming and interactive

services.

Tata Sky satellite television service will redefine your TV viewing

experience by offering you greater choice, control and convenience.

GROWTH AND PROSPECTS

2008
Tata Sky announces ground-breaking price of Rs 1499 for hardware

2007

Tata Sky introduces three new interactive services: Actve Darshan,

Actve Learning and Actve Stories


Tata Sky expands offering to 140 channels
Tata Sky crosses 1 million mark in record time
Tata Sky offers 5 months of free viewing
Tata Sky launches three new channel packages
Watch ICC World Cup on Tata Sky with Hrithik Roshan
Unparalleled World Cup cricket viewing experience on Tata Sky

2006

Zee-Turner channels now on Tata Sky


Tata Sky launches Actve Wiz kids - a unique edutainment service

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Tata Sky launches pay-per-view service - Showcase


Tata Sky Launches Actve Sports on ESPN STAR Sports
Television finally becomes interactive with Tata Sky
Tata Sky Satellite Television Service Launches Across the Country
Tata Sky partners with Humax for set-top boxes
Tata Sky selects Sun Microsystems to build state-of-the-art direct-to-

home (DTH) television service in India


Tata Sky selects Maxus as its media buying partner
Tata Sky partners with Thomson for set-top boxes
Tata Sky selects NDS systems to create India's most advanced digital

and interactive DTH service

2005

TATA - STAR DTH venture signs lease agreement with ISRO


TATA - STAR DTH Venture Receives Ministry's Clearance

WHY TATA SKY?

Tata Sky satellite television service will redefine your TV viewing


experience by offering you greater choice, control and convenience.

Greater choice

• Watch a wide array of your favorite television channels in

DVD quality picture and CD quality sound


• Get your favorite recipes when you want on Actve Cooking
• Play interactive games on your TV with Actve Games
• Order once and enjoy the latest movies with a single ad-

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break through the day on Showcase


• Learning games for children on Actve Wizkids
• Find out what each day has in store for you with Ganesha

Speaks

Reater control

• Watch cricket with multiple camera angles, choice of


commentary language and highlights on-demand only on
Actve Sports
• Go directly to your favorite news section on Actve STAR
News
• Regulate what your children watch on TV with parental
control

Greater convenience

• Get a 7-day listing of all programmes on TV with guide


• Catch a news story as it breaks, simultaneously on four

channels on Actve Newsroom


• Use the search & scan banner to find out what’s playing on

other channels without changing the channel you are

watching
• Enjoy fixed channel positions and uniform volume levels

across all channels


• Experience uninterrupted viewing. No longer get affected

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by neighborhood power cuts. Enjoy uninterrupted television

as long as you have electricity in your house.

PART: B :- ABOUT SUBJECT

DEFINITIONS

American marketing Association defines a market as “the

aggregate demand of the potential buyers of the commodity or services”

Prof. JEVONS defines a market as “any body of persons who are in

intimate business relations and carry on extensive transactions in any

Commodity”. Thus, market may be defined as a relationship between

consumer and producer occurring or established at a time and place and at

a value mutually agreeable and acceptable to both the parties.

American Marketing Association has defined marketing as “The

performance of business activities that direct the flow of goods and

services from producer to consumer or user”

According to EFL Breech:

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“Marketing is the process of determining customer demands for a

product or service motivating its sales and distributing it into ultimate

consumption at a profit”.

-Philip kotler.

“Marketing is a social and managerial process by which individuals

and groups obtain what they need and want through creating and

exchanging products and value with others”

Market & Marketing:-

Marketing is so basic that it cannot be considered a separate

function. It is the whole business seen from the point of view of its final

result. That is from the customers’ point of view.

- Peter Drucker

Market Origin and meaning:-

The term “market” is derived from the Latin word ‘Marcatus’

which means merchandise, trade or a place where business is conducted.

In ordinary language the term market means a place where goods are

bought and sold. Market need not necessarily means any particular place.

It is wider in scope.

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CONSUMER BEHAVIOUR

In the words of Prof. Walter C.G and Prof. Paul G.W “It is the

process where by individuals decide whether, what, when, where, how

and from whom to purchase goods and services”.

Definitions:

According to US consumer affairs department, it costs five times

more to gain a new customer that to retain and existing one. Other studies

have reported that with just increase in customer retention a firm can raise

its profitability customers spend slowly at first, but with succeeding years

of good experience. They will spend increasingly more.

Modern marketing definition says that

• Discovering and translating consumer needs and desires into

products and services

• Creating demand for these products and services

• Servicing the consumer demand with the help of marketing

channels, and in turn.

• Expanding the market ever in the face of knee competition.

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Importance of marketing in today’s world:

Marketing is considered to be the sole of modern business and society.

Marketing is the connecting link between the producer and consumers.

Marketing process bring new and improved quality goods to consumers,

marketing raises the standard of living of the people by satisfying varied

and innumerable needs and wants of consumers. Marketing facilities

mass production. It will lower the cost of production and prices to

consumers. Lower price to consumers means a real rise in the national

income.

CUSTOMER VALUE AND SATISFACTION

Michel porter of Harvard proposed the generic value chain as a tool for

identifying ways to create more customer value. Every firm is a collection

of activities that are performed to design, produce market, deliver and

support its product. The value chain identification strategically relevant

activities that create valve and lost in business. These nine value creating

activities which consists of five primary activities and four supporting

activities.

The primary activities represent the sequence of bringing materials

into business (inbound logistics) converting them into final products


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(operations) shipping out the final products (out bound logistics),

marketing them and serving them The supporting activities are

procurements technology development, and firm's infrastructure is

handled in certain specialized departments.

CHAPTER 2

RESEARCH DESIGN

TITLE OF THE STUDY

“CUSTOMER SATISFACTION TOWARDS TATA SKY DTH


SERVICES”

STATEMENT OF THE PROBLEM

The second half of the last decade witnessed the entry of

multinational companies in Indian consumer durables market. These

companies being present in all categories, practice aggressive market

penetration, market share, and consumer life time value share. Although

TATA is a multi product organization, in India it presents only in few

TATA motors, TATA Consultancy, TATA Solar etc.,) its strong presence

being felt only in motors market. In this stiff competitive environment,

marketers like DISH.T.V , DD Direct Plus, SUN Direct , are

continuously identifying and meeting customers changing demand and


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putting their market research efforts to understand consumer behavior and

decision making process. This stimulate a need for TATA to identify

market and customer pulse to find how customers buy a brand of DTH,

who influenced them, what motivates them, what attributes of an DTH is

significantly important .. etc., to be one step ahead of competitions.

OBJECTIVES OF THE STUDY

The study was designed to provide information helpful to ‘TATA’

in planning and implementing advertising / marketing approaches for

TATA SKY NETWORK. More specifically the research attempted to

provide answers to the following research questions.

• To find the awareness about various brands of DTH systems.

• To determine the level of brand recall for various brands of DTH

systems.

• To find the most preferred brands of DTH systems.

• To determine important attributes and factors, consumer considers

while choosing a DTH systems.

• To find the influencing factor in while marketing purchase decision.

• To know the market share of various brands.

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• To measure the overall performance of the various brands of DTH

systems.

SCOPE OF THE STUDY

The study is conducted in the city of Kolar for a period of month. It

is intended to provide with information about consumers’ perception

decision making process, which can be used for developing marketing

plans to acquire and retain the consumers. This effort is made to known

the consumer satisfaction towards TATA SKY.

REVIEW OF LITERATURE

The preliminary stages of research work were unstructured,

undisguised exploratory work. Analysis of secondary data and pilot

research with a group of consumers is made to find out the awareness

level of the consumers about various brands of DTH systems.

The findings of exploratory research were used to develop

questionnaire which with suitable administration and analysis enabled to

make depth analysis of likelihood of purchasing TATA SKY, major

influencers, image cared by consumer dealers, most preferred perception

and perception towards TATA SKY brand. Personal interviews will also

Be conducted with potential and existing consumers this was in form of

cross sectional descriptive research.


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HYPOTHESIS

Influences of commercial sources on consumers in view of purchasing

the TATA SKY systems. Alternative Hypothesis is that influence of

commercial sources on consumers in market significantly different when

it is compared to other brands.

1. Sales of TATA SKY systems are declining due to rise of other new

different brands of Systems.

2. Sales are not affected due to introduction or raise of other new

different brands of DTH systems.

OPTIONAL DEFINITION OF CONCEPTS

Marketing management:

Marketing management is a functional area of business

management. It has some unique importance in the modern business. It

plays a vital role in developing strategies, plans and programmers for

each market segment in order to satisfy the customer wants.

Consumer behavior:

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In the words of Prof. Walter C.G and Prof. Paul G.W “It is the

process where by individuals decide whether, what, when, where, how

and from whom to purchase goods and services”.

SAMPLING DESIGN

Sampling unit/ respondent profile

The consumers intend to be administered with the questionnaire

were prospects and existing consumers with purchasing and influencing

power. This includes member of house holds who are either decision-

making or influencer for purchase decision to a large extent.

Sampling size:

A representative sample (sample size 100) of the potential and

existing users was selected by the methods of judgment sampling. It

includes a mix of people from different income group and occupations.

Another sample the constituted major dealers were selected by the simple

random sampling.

METHODOLOGY

Research in common parlance refers to a search of knowledge.

One can also define research as a scientific and systematic search for
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pertinent information on a specific topic. In fact research is an art of

scientific investigation, where in you move from the known to the

unknown.

Marketing research is defined as the systematic and objective

approach to the development and provision of information for the

marketing management decision making process, it is this function that

links the marketers to consumers and public through information, refine

and evaluate marketing actions, to monitor marketing performance, and

to improve understanding of the marketing process.

It is the specification of method and procedure for acquiring the

information of the method and procedure for acquiring the information

needed. It is overall operational pattern of frame work of the project that

stipulates what information is to be collected from which sources using

what procedures. This type of study is factual and is very simple.

TYPE OF RESEARCH PLUS TOOLS FOR DATA COLLECTION

Primary data:

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Personal interviews will be conducted followed by a purpose

specific questionnaire administration designed to obtain data from

respondents. It contained quantitative research questions to understand

the attitude and perception towards buying behavior.

Secondary data:

Literature available in the field of consumer friendly TATA SKY

systems was thoroughly studied. The sources of this information were

newspapers, journals, magazines, internet and publications.

PLAN OF ANALYSIS

The data collected was classified and tabulated for analysis purpose

and charts and graphs are used to find the conclusions. After collecting all

the information was transferred to a worksheet the data relating to set of

the objectives was then classified and the findings recovered after which

the data was graphically represented.

Here some special statistical techniques are used some of them are

mentioned below: -

• Sampling statistics.

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• Chi square analysis.

• Analysis of variants.

• Correlation

REFERENCE PERIOD

The duration of the study is 30days

LIMITATIONS OF THE STUDY

• It is one time study.

• The study is restricted to Bangalore city and the findings may not be

applicable to any other geographical location.

• Non-coverage error – because of inadequacies in the sampling frame /

design. Field error – respondents may have provided responses, which

differ from what is actually true to correct.

CHAPTER SCHEME

Chapter 1:
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INTRODUCTION

The first chapter is the introduction to the study. It provides basic


information about the study and the theoretical background of the study.

Chapter 2:
RESEARCH DESING

The second chapter is about the design of the study. It gives an outline
about the project such as the statement of the problem, needs, its
objectives, scope, sampling techniques, sampling design and tools for
collecting data, limitations and overview of the project.

Chapter 3:
COMPANY PROFILE

The third chapter is the profile of the Company & its Functional
departments. It gives a detailed description about the origin of the TATA
Company in India. The chapter outlines the growth, developments and
present status, future prospects and plans of the company.

Chapter 4:
DATA ANALYSIS AND INTERPRETATION

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The fourth chapter is the data analysis and interpretation. It gives


description about the tabulation, interpretation, and analysis of the
primary data collected by the use of the questionnaire for the survey.

Chapter 5:
SUMMARY OF FINDINGS AND CONCLUSION
The fifth chapter is the summary of Findings and conclusions It gives a
brief summary of finding and conclusions about the project undertaken.

Chapter 6:
RECOMMENDATIONS AND SUGGESTIONS
The sixth chapter is the recommendations and suggestions. It gives a brief
recommendations and suggestions about the project undertaken.

Chapter 7:
APPENDICES AND ANNEXURE
This section contains the questionnaire, which was used to collect the
data from the respondents

Chapter 8:
BIBLIOGRAPHY
The bibliography from where information was gathered.

CHAPTER 3

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COMPANY PROFILE

Inception:

Incorporated in 2004, Tata Sky is an 80:20 joint


venture between the Tata Group and STAR,
offering viewers a world-class television viewing experience through its
direct-to-home (DTH) television service. The Sky brand, owned by the
UK-based British Sky Broadcasting Group, has more than 20 years of
experience in satellite broadcasting, and is well known for its innovative
products and services. With this service, Tata Sky has joined a select
international group of DTH businesses that operate in areas as far away as
the UK and Italy in Europe, and Mexico and Brazil in Latin America.

Areas:
Tata Sky offers viewers a variety of popular channels in categories
ranging from entertainment, sports, movies and music to news and
documentaries in DVD-quality picture and CD-quality sound. The service
further aims to empower television viewers with choice, control and
convenience through a wide range of programming and interactive
features, thus becoming a one-stop shop for all the television
entertainment needs of customers.

With state-of-the-art digital infrastructure and partners that include global


leaders in digital technology, Tata Sky provides for hardware installation

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at subscribers' homes, as well as after-sales service through an extensive


customer service network that provides complete customer care. Tata Sky
also retails its hardware and prepaid recharge vouchers through popular
consumer electronic stores to facilitate consumer access.

The Tata Group's business activities are conducted through 98 companies


operating in seven business sectors. It has a presence in six continents and
holds leadership positions in many industry segments, among them tea,
software, automobiles, energy and hospitality. With revenues, in 2006-07,
of $28.8 billion (Rs129, 994 crore), it has a market capitalization of
$65.32 billion as on February 7, 2008.

The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business
sectors: information systems and communications, engineering, materials,
services, energy, consumer products and chemicals. The Tata Group has
operations in more than 40 countries across six continents and its
companies export products and services to 140 nations. The Group and its
enterprises have been steadfast and distinctive in their adherence to
business ethics and their commitment to corporate social responsibility.
This is a legacy that has earned the Group the trust of many millions of
stakeholders in a measure few business houses anywhere in the world can
match.

The Tata Group is one of India's largest and most respected business
conglomerates, with revenues in 2006-07 of $28.8 billion (Rs129,994
crore), the equivalent of about 3.2 per cent of the country's GDP, and a

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market capitalization of $65.32 billion as on February 7, 2008. Tata


companies together employ some 289,500 people. The Group's 27
publicly listed enterprises — among them stand out names such as Tata
Steel, Tata Consultancy Services, Tata Motors and Tata Tea — have a
combined market capitalization that is the highest among Indian business
houses in the private sector, and a shareholder base of over 2.9 million.
The Tata Group has operations in more than 80 countries across six
continents, and its companies export products and services to 85
countries.

The Tata family of companies shares a set of five core values: integrity,
understanding, excellence, unity and responsibility. These values, which
have been part of the Group's beliefs and convictions from its earliest
days, continue to guide and drive the business decisions of Tata
companies. The Group and its enterprises have been steadfast and
distinctive in their adherence to business ethics and their commitment to
corporate social responsibility. This is a legacy that has earned the Group
the trust of many millions of stakeholders in a measure few business
houses anywhere in the world can match.

Tata Sky Ltd, the joint venture between the Tata group and Star,
announced on Thursday their partnership with Thomson, the set-top box
technology major, to support the launch of its direct-to-home (DTH)
service in mid 2006. Thomson, will manufacture set-top boxes in India
and provide a countrywide after-sales service and support network for
Tata Sky customers. Tata Sky is investing in building a high quality

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digital infrastructure in the country and hopes to offer a superior


television viewing experience to Indian households.

DTH services in India and offer customers with the best satellite TV
services available." The agreement with Tata Sky marks Thomson's entry
into the DTH Satellite television market with set-top boxes developed
and customized for Tata Sky at its R&D centre in Bangalore.

TYPE

Tata Sky Ltd., a joint venture of TATA and STAR, is committed to build
a state-of-the-art Digital infrastructure for Pay Television in India. Tata
Sky plans to introduce a nationwide Direct-to-Home (DTH) service that
would allow it to reach every Indian home, however remote it may be.
The service plans to offer its subscribers the best of cable channels, new
innovative programming and interactive services.

NATURE

The Tata Group comprises 98 operating companies in seven business


sectors: information systems and communications; engineering;
materials; services; energy; consumer products; and chemicals. The
Group was founded by Jamsetji Tata in the mid 19th century, a period
when India had just set out on the road to gaining independence from
British rule. Consequently, Jamsetji Tata and those who followed him
aligned business opportunities with the objective of nation building. This
approach remains enshrined in the Group's ethos to this day.

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Tata Sky is set to revolutionise television viewing in India through its


superior digital quality picture and sound. The service aims to empower
the Indian viewer with Choice, Control and Convenience through its
wide array of programming choices and interactive features. Tata Sky
offers viewers a variety of channels ranging from entertainment, sports,
movies and music to news and documentaries in DVD quality picture and
CD quality sound.

TATA Brand
The Tata Group is one of India's largest and most respected business
conglomerates. It comprises 93 operating companies in seven business
sectors: information systems and communications, engineering, materials,
services, energy, consumer products and chemicals. The Tata Group has
operations in more than 40 countries across six continents and its
companies export products and services to 140 nations. The Group and its
enterprises have been steadfast and distinctive in their adherence to
business ethics and their commitment to corporate social responsibility.
This is a legacy that has earned the Group the trust of many millions of
stakeholders in a measure few business houses anywhere in the world can
match

BOARD OF DIRECTORS

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Mr R N Tata (Chairman)
Mr James Leng (Non - Executive Deputy
Chairman)
Mr Nusli N Wadia (Company Director)
Mr S M Palia (Company Director)
Mr Suresh Krishna (Financial Institutions'
Nominee)
Mr Ishaat Hussain (Board Member)
Dr Jamshed J Irani (Board Member)
Mr Subodh (Board Member)
Bhargava
Mr Jacques (Non - Executive Independent
Schraven Director)
Dr Anthony (Non - Executive Independent
Hayward Director)
Mr Philippe Varin (Non - Executive Non
independent Director)
Mr B Muthuraman (Managing Director)
Dr T Mukherjee (Non Executive Director)
Mr Andrew Robb (Non Executive Independent
Director)

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MANAGEMENT

Mr B Managing Director
Muthuraman
Mr H M Nerurkar Chief Operating Officer
(Steel)
Mr A D Baijal Vice President (Global
Mineral Resources)
Mr U K Vice President (TQM &
Chaturvedi CSI)
Mr R P Singh Vice President
(Engineering Services &
Products)
Mr Koushik Vice President (Finance)
Chatterjee
Mr Anand Sen Vice President (Flat
Products & Long Products)
Mr Varun K Jha Vice President
(Chhattisgarh Project)
Mr Avinash Vice President (Industrial
Prasad Relations)
Mr Abanindra M. Vice President (Raw
Misra Materials)
Mr Om Narayan Vice President (Safety &
Services)
Mr HC Kharkar Vice President
Mr Partha Vice President (Corporate
Sengupta Services)
Mr Chief Human Resource
Radhakrishnan Officer
Nair

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ORGANIZATIONAL CHART

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BUSINESS OPERATIONS IN INDIA

Name of state Email address of nodal officer


Andhra Pradesh nodalofficerap@tatasky.com
Arunachal Pradesh nodalofficerarunachalp@tatasky.com
Assam nodalofficerassam@tatasky.com
Bihar nodalofficerbihar@tatasky.com
Chhattisgarh nodalofficerchhattisgarh@tatasky.com
Goa nodalofficergoa@tatasky.com
Gujarat nodalofficergujarat@tatasky.com
Haryana nodalofficerharyana@tatasky.com
Himachal Pradesh nodalofficerhp@tatasky.com
Jammu and Kashmir nodalofficerjk@tatasky.com
Jharkhand nodalofficerjharkhand@tatasky.com
Karnataka nodalofficerkarnataka@tatasky.com
Kerala nodalofficerkerala@tatasky.com
Madhya Pradesh nodalofficermp@tatasky.com
Maharashtra nodalofficermaharashtra@tatasky.com
Manipur nodalofficermanipur@tatasky.com
Meghalaya nodalofficermeghalaya@tatasky.com
Mizoram nodalofficermizoram@tatasky.com
Nagaland nodalofficernagaland@tatasky.com
Orissa nodalofficerorissa@tatasky.com
Punjab nodalofficerpunjab@tatasky.com
Rajasthan nodalofficerrajasthan@tatasky.com
Sikkim nodalofficersikkim@tatasky.com
Tamil Nadu nodalofficertn@tatasky.com
Tripura nodalofficertripura@tatasky.com
Uttar Pradesh nodalofficeruttarpradesh@tatasky.com
Uttarakhand nodalofficeruttarakhand@tatasky.com
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West Bengal nodalofficerwb@tatasky.com

SERVICE PROFILE

Extensive Customer Service Network


Tata Sky has established an extensive customer service network
across the country. It has engaged a field force of approximately 3000
service engineers who are complemented by high-end 24x7 call centers,
manned by multi-lingual customer service associates, trained to solve all
customer problems.

Tata Sky takes direct responsibility for installing and servicing the
hardware at every subscriber's home, thereby ensuring the highest levels
of customer service.

Tata Sky retails its hardware and prepaid recharge vouchers through
popular consumer electronic stores to enhance customer convenience

Offering
In addition to new channels and exciting interactive features, Tata Sky
offers all popular television channels, thus becoming a one-stop shop for
all the television entertainment needs of customers

• • Satellite:
Tata Sky has leased all 12 Ku-Band transponders on ISRO’s
Indian satellite, INSAT 4A, the most advanced and high-
powered KU-Band communication satellite in the region,
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developed keeping in mind local requirements. The satellite


enables Tata Sky to offer superior picture and sound quality
with a wide range of channels.

• • Business Support Software:

NDS: Tata Sky has partnered with NDS, the leading provider
of technology solutions for pay television. NDS systems has
played a key role in the end-to-end system architecture and
launching the nationwide digital service. The NDS VideoGuard
conditional access solution provides superior broadcast security,
and enables Tata Sky to offer multiple programming and pricing
packages.

Siebel: Tata Sky has selected Siebel, leaders in Customer


Relationship Management (CRM) software, to support
operations across the areas of call centre and field service
operations, customer order management .

Kenan: Comverse’s Kenan FX billing software has been


selected to support billing for all residential, institutional and
commercial customers. The Kenan software has been enhanced
specifically for Tata Sky, to support a first in industry pre-paid
billing capability which will provide customers convenient
payment options.

SAP: SAP the leading Enterprise Resource Planning (ERP)


application suite, has been selected by Tata Sky to support the

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company’s materials management, sales and distribution,


finance and control and human resources requirements.

• • IT:

Sun Microsystems: Tata Sky has selected Sun Microsystems


to provide world-class technology infrastructure, which helps
the company to deliver high-level service standards for its
Satellite Television service. The servers ensure maximum up-
time, fault recovery and load management. Sun has also
provided Tata Sky with installation, engineering expertise and
support.

• • Digicomp:

Tata Sky has partnered with Thomson and Humax, world


leaders in digital broadcast technology for building top-of-the
line digicomps, customised specifically for the Indian markets.
The technology’s feature rich design enables Tata Sky to deliver
multiple programming, pricing packages and interactive services
to its customers.

• • Systems Integration:

Tata Consultancy Services (TCS) : TCS is a Systems


Integration partner for Tata Sky Ltd. It supports IT operations in
the areas of billing, ERP and other customer care and employee
related internal facing applications.

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• • Service Support:

SerWizSol: SerWizSol provides Tata Sky with three high-end


call centres offering round-the-clock support in 11 different
languages at Pune, Hyderabad and Mohali.

MARKET SHARE:

Direct to Home (DTH) was un heard of in this region comprising states of


Punjab and Haryana a few years ago but in the last few months, people
have lapped up DTH in a big way.

Enquries by FE reveal that Tata Sky, though a late entrant has been able
to sell more than three lakh units in Punjab alone in just six months. In
Chandigarh Union Territory, it has sold about 25,000 units in the last six
months itself. Tata Sky has undoubtely emerged a leader in DTH sales in
this region.

COMPETITORS

• Dish T.V

• DD Direct Plus

• Star T.V

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• SUN Direct

FUTURE PROSPECTS:

Vision

Tata Sky aims to revolutionise Indian entertainment by offering superior


DVD quality picture and CD quality sound. Tata Sky envisions:
Connecting every television home

Empowering every television viewer

Revolutionizing home entertainment

Tata Sky crosses 1 million mark in record time

Aims for more than 8 million by year 2012

Within a span of one year, Tata Sky has:

• Established itself as the fastest growing Pay TV platform in India

• Established Tata Sky as a trusted and premium brand: achieved

87% brand awareness within the first six months of launch

• Expanded its product offering from 55 television channels at the

time of launch to over 120 channels and interactive services (Actve

Games, Actve Sports, Actve STAR News, Actve Khabar, Actve

Newsroom and Actve Wizkids)

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• Launched Actve Wizkids, the first-of-its-kind education based

interactive service in the world that teaches children through

learning games

• Set up state-of-the-art digital infrastructure including an uplink

centre in Gurgaon and three high-end 24x7 call centres in

Hyderabad, Mohali and Pune supporting 11 languages (English,

Hindi, Marathi, Gujarati, Punjabi, Malayalam, Kannada, Tamil,

Telegu, Oriya and Bengali)

• Expanded its distribution network from 300 towns and 10,000

dealers at the time of launch to 4,500 towns and 30,000 dealers

across the country

• Simultaneously trained 5000 people in a span of 6 months across

180 cities (the largest corporate training initiative in India)

• Become the gold standard in customer service: achieved globally

best-in-class (durable and telecom industries) customer satisfaction

scores (eQ Score = 88 according to the Nielsen study)

• Introduced first-time ever interactive television promotions across

popular television channels including Sony (Indian Idol highlights

on-demand), STAR World & STAR One (Koffee with Karan

Contest) and STAR Gold (Tata Sky Pure Gold Krrish Contest &

Tata Sky Pure Gold Don Contest)


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GROWTH OF THE COMPANY

Tata Sky is investing in building a high quality digital infrastructure in


the country to offer a superior television viewing experience to Indian
households. The service will enhance the choice for viewers looking for
the best of pay television services in the country. Tata Sky aims to
become India's largest digital television platform, offering consumers a
wide array of programming choices with interactive features and superior
picture and sound quality.

Company profile according to 7S model:


The 7S frame work was developed by the consultants at the
McKinsey Company, a very well known management consultancy firm,
in US, towards the end of 70s to diagnose the causes of organizational
problems and to formulate program improvement.

McKinsey 7S framework

According to Waterman et al., organizational change is not simply


a matter of structure, although structure is a significant variable in the
management of change. Again it is not a simple relationship between
strategy and structure, although strategy is a critical aspect. In their view
effective organizational change may be understood to be a complex
relationship between strategy, structure, systems, style, skills, staff and
super co-ordinate goals.

The framework suggests that there is a multiplicity of factors that


influence organizations ability to change and its proper mode of change.
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Because of interconnectedness of the variables it would be difficult to


make significant progress in one area without making progress in the
others as well.

1. SUPER CO-ORDINATE GOALS

GOALS AND MAJOR ACTION PLANS:

In 7-S frame work there is one variable termed as “super co-

ordinate goals” which may be considered to be equivalent of the term

“organizational purpose”.

According to the proponents of the McKinsey framework, super

ordinate goals refer to a set of values and aspirations that goes beyond the

conventional formal statement of corporate objectives. Super ordinate

goals are the fundamental ideas around which a business is built. They

are its main values. They are the broad notions of future directions.

The ultimate goal is to make TATA Pvt Ltd., as a reputed

profitable company in India. With this aim in mind, TATA PVT LTD

has plans for increase capacity.

The TATA limited has many values and aspirations such as

• To reach the greatest heights in their fields of DTH Systems.

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• To strive for excellence in management and other long – range

activities to ensure leadership.

• To provide good quality DTH to their customers and build a high

degree of brand with them.

2. STRATEGY

The concept of strategy includes the mission, vision and objectives

& policies.

The TATA Ltd., has 4 dimensional strategy as follows:

• To establish the market leadership in DTH Systems.

• To have strategic alliances and create breakthrough with their own

R&D.

• Bench mark their products and business processes

• Committed to quality

MISSION STATEMENT:

To benefit society at large the innovation, quality, productivity,

human development and growth into generate sustained surplus, always

striving for excellence, within the frame work of the law and which pride

in ethical values.

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• Investing in the core brands to meet ever-changing consumer

expectations.

• Offering quality products and value for money to the consumers.

• Constantly controlling costs to be the lowest cost producer.

• Participating with the government in policy formulation

VALUES AND ASPIRATIONS

Ensure success through high performance by people.

Regular visits by HR team are being made to all plants to meet the

employees and also interaction meetings are conducted to get their feed

back, based on which HR policies are improved continuously.

STRATEGY OBJECTIVES

TATA PVT LTD has decided to increase the capacity by better

utilization of man power

POLICIES

• QUALITY POLICY

• Participation of all concerned in an atmosphere of co-

operation & oneness

• Importing training and enhancing development of all

employees in the organization

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• Delivering quality products, services at a competitive price

& to achieve customer satisfaction on time

• Achieving and sustaining leadership through a concerted

effort towards creativity and innovation.

• Facilitating absolute decision ,taking through the adequate

use of data

• Promoting a team based culture, which encompasses human

values and ethics

3. SYSTEM

The concept of system includes the training & development

system, performance evaluation system, recruitment, production planning

& control, cost accounting procedure, capital budgeting system etc.,

TRAINING AND DEVELOPMENT IN TATA PVT LTD

• Training in TATA PVT LTD is aimed at the systematic

development of knowledge, skills, attitude and teamwork.

• Training & development of personal skills is considered a high

priority area for the TATA PVT LTD

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• The organization philosophy revolves around the development of

people in this own jobs in such a manner so as to prepare them to

face any difficulties.

Enhancement of skills

Suitable training is imparted to enhance the multiple skills of the

executives and to enrich their multi-functional tasks.

Programs are undertakes keeping in view the dynamic changes in

the environment which are contributed by rapid technological

obsolescence. Sever competition with emerging globalization of markets,

increasing consumerism, new concepts of accountability and social

responsibility among others.

Attitudinal change in the employee’s mindset

This dramatically evolving environment for employees requires a

paradigm shift in modernizing the mind set and in preparing them to

confront issues, manage them carefully and achieve competitive

dominance.

PERFORMANCE APPRAISAL
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People come first in the new business paradigm. The success of an

organization essentially depends upon the effective harnessing and

utilization of this resource. It is imperative for an organization to

constantly nurture people and have their capabilities for optimal

performance.

Performance evaluation aligns the organizational objectives with

the individual’s performance and bridges the gap between the two

through consistent performance, planning, review and development.

Criteria for appraisal:

• Job knowledge

• Customer satisfaction

• Man management

• Decision making

• Human relations

• Safety orientations

• Planning and organization

• Clarity in communication

• Taking initiative in getting the job done

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• Fostering innovation and creativity

• Ability to get along with others

• Quality and quantity of work

SCOPE:

• Annual appraisal:

Applicable to all regular employees who have completed minimum

six months of service in the organization

• Periodical appraisal:

Applicable to trainers and probationers

Procedure for recruitment:

To fill up the vacancies as approved by the management, two

sources will be identified such as:

• Internal source

• External source

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• Preference will be given for internal source by tapping the

potentials of the employees possessing multiple skills who can be

redeployed

• In case on non redeployment of the existing employees, external

source will be adopted either by approaching, data bank,

employment offices, and advertisements. Source where ever it may

be mainly follows government rules and regulations before

appointing new candidates.

On receipts of applications through external sources, through

screening will be done at the department tend. The short listed candidates

will be called & interviewed by a committee consisting of respective

HOD/section heads & one representative from HR department. The

selection will be made based on the over all performance of the candidate

and who has pee the company’s requirement.

The recommended candidates for selection by the committee will

be put through final interview with JMD & CEO or the selection papers

will be put up to JMD & CEO for JMD & CEO offer letters will be

issued subject to their medical fitness duly certified by our medical

superintendent.

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On joining, the candidate will be required to fill up the joining

report which includes nominations under provident fund, gratuity, group

personal accident (GPA).

The newly joined employees will be issued with a joining circular

welcoming them for the company along with an advice to attend half day

safety training programmed. Presently two types of registers are

maintained.

4. STYLE

Style is one of the seven levers which top managers can use to

bring about organizational change. The style of organization according to

the McKinsey’s framework becomes evident through the patterns of

actions taken by embers of the top management team over period of time.

Human Resource Department:

• Working environment.

• Discipline.

• Health & safety.

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Work culture:

• Effective communication.

• Working rules and regulations.

• Attendance.

• Paid holidays.

• Leave.

• Probation.

• Deputation.

TATA PVT LTD has various departments under its wing. At any

point of time, concerned departments may request the services of any

employee of another department for a particular assignment. In such a

case, the required employee may be put on deputation for that specific

job.

5. STRUCTURE

The design of the organizational structure is a critical task of the

top management of the organization. It is the skeleton of the whole

organization edifice. It prescribes the formal relationships among various

positions and activities. Organizational structures are there along with the

departmental data.

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6. SKILLS:

Waterman et al considers “skills” as one of the most crucial

attributes or capabilities of an organization. The term “skills” include

those characteristics which most people are to describe a company’s

distinctive competence. The dominant skills are the distinctive

competences of an organization are part or the organizational character.

ENHANCEMENT OF SKILLS

Suitable training is imparted to enhance the multiple skills of the

executives and to enrich their multi-functional tasks.

Programs are undertaken keeping in view the dynamic changes in

the environment, which are contributed by rapid technological

obsolescence. Sever competition with emerging globalization markets,

increasing consumerism, new concepts of accountability and social

responsibility among others.

7. STAFF:

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In the McKinsey 7-S frame work the term “staff” has a specific

connotation, according to Waterman et-al the term “staff” refers to the

way organizations introduce young recruits into the main stream of their

activities and the manner in which they manage their careers as the new

entrants develop into future managers.

In TATA PVT LTD has a well established system of recruiting

graduates from well-known institutions and providing them with on the

job training in a no. of functional areas before deciding on the final

placement in consultation with the person concerned.

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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION OF CONSUMERS

Table no 1: Age group of respondents

AGE NO. OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
22-30 54 54%
30-40 28 28%
40-50 14 14%
Above 50 4 4%
Total 100 100%

Source: Survey

Interpretation:

54% of the respondents belong to the age group of 22-30, followed

by 28% belongs to 30-40 years age group. The majority of the end users

are basically influenced by their work culture in their society. The nature

of the work done is within house hold.

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Chart: 1

AGEGROUPOFRESPONDENTS
22-30 30-40 40-50 Above 50

4%

14%

54%
28%

Inference:

The need of TATA Sky DTH systems is compulsory for all age

group, but the age group between 22-30 is more dominant among

respondents.

Table No 2: Gender of the respondents

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SEX NO. OF % OF

RESPONDENTS RESPONDENTS
MALE 78 78%
FEMALE 22 22%
Total 100 100%

Source: survey

Interpretation:

Most of the DTH Systems users were found to be male due to

passion and status. They also show their profession and job carried out.

And female respondents are more likely housewives with some social

gathering status.

Chart: 2
Gender of the respondents
MALE FEMALE

22%

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Inference:

Male respondents are more than female respondents because the

products are usually more used by male.

Table No 3: Qualification of the respondents

QUALIFICATION NO. OF % OF

RESPONDENTS RESPONDENTS
GRADUATES 52 52%
POST GRADUATES 18 18%
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OTHERS 30 30%
Total 100 100%

Source: survey

Interpretation:

It is found that the 52% of the uses are graduates in different fields

mainly considering of the engineers and 18% of post graduates

constituting of MBA, MCA, MSc other constitute businessmen who have

done job oriented courses, diploma holders etc.,

Chart: 3

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Qualificationof the respondents


NO. OF RESPONDENTS % OF RESPONDENTS

52

52% 30
18 18%
30%

GRADUATES
POSTGRADUATES
OTHERS

Inference:

According to the survey, majority of the respondents are educated

and aware of the produce.

Table No 4: Occupation of the respondents

OCCUPATION NO. OF % OF
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RESPONDENTS RESPONDENTS
SELF EMPLOYED 16 16%
GOVT. EMPLOYED 14 14%
PVT. EMPLOYEES 30 30%
OTHERS 40 40%
Total 100 100%

Source: survey

Interpretation:

Depending on the occupation 16% is elf employed, successfully

running their business and consultancy center and major users are the

officials and students.

Chart: 4

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Occupationof the respondents

40
35
30
25
20
15
T
tleA
x

10
is

5
0 NO. OF RESPONDENTS
%OF RESPONDENTS

Inference:

Employment plays a vital role in buying process, so most of the

respondents are employed.

Table No 5: Income group of the respondents

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INCOME GROUP NO. OF % OF

RSPONDENTS RSPONDENTS
LESS THAN 1 LAKHS 40 40%
1 LAKHS TO5 LAKHS 50 50%
6 LAKHS TO 15 LAKHS 10 10%
ABOVE 15 LAKHS 0 0%

Source: survey

Interpretation:

Majority of the population fall in the income group between 1 to 5

lakhs who are professional like engineers, doctors, MBS’s and

businessmen are conscious about their fair knowledge regarding DTH

systems. Around 40% of the respondents fall below the 1 lakhs income

group and are executives and officials who intend to buy DTH systems.

10% of the respondents are self employed.

Chart: 5

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Inference:

Income of the consumers mainly decides the purchase decision of

the buyers.

Table No 6: Awareness level of the DTH Systems by the respondents

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BRAND NO. OF % OF

RESPONDENTS RESPONDENTS
Dish T.V 34 34%
DD Direct Plus 35 35%
Star T.V 25 25%
Sun Direct 18 18%
TATA SKY 30 30%
Total 100 100%

Source: survey

Interpretation:

Majority of population are aware of Doordarshan and Dish T.V

brands of DTH Systems because of their advertisement Brand loyalty

Chart: 6

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Inference:

DD Direct Plus is one of the well known brands of DTH Systems because

it has got a good advertising strategy.

Table No 7: Advertisement recall of DTH Systems in visual media

ADVERTISEMENT NO. OF % OF

RESPONDENTS RESPONDENTS
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TATA SKY 30 30%


DISH T.V 28 28%
DD Direct Plus 31 31%
SUN Direct 21 21%
STAR T.V 13 13%
Yotal 100 100%

Source: survey

Interpretation:

Majority of the population recall the visual advertisement of TATA

SKY because of its brand image in other consumer durables DD share of

31%, which makes it a close competitor to TATA SKY. DISH T.V has

28%, SUN Direct has 21% and STAR T.V has 13%.

Chart: 7

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Inference:

The advertising strategy is good but to attract more customers it

need to enhance its advertisement.

Table No 8: Buy intention of non-users DTH Systems

BRANDS NO. OF % OF

RESPONDENTS RESPONDENTS
TATA SKY 24 24%
DISH T.V 06 06%
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DD Direct Plus 24 24%


SUN Direct 18 18%
STAR T.V 04 04%
Total 100 100%

Source: survey

Interpretation:

Majority of the population prefer to buy TATA SKY and

DOORDARSHAN because of its slim appearance, low price and the

awareness level. Sun Direct with 18% because of their quality and service

aspect.

Chart: 8

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Inference:

The buying trend towards TATA SKY will increase because of its

slimness, low price.

Table No. 9: Important factors and attributes in buying behavior of

the respondents

ATTRIBUTES 1 2 3 4 5 6 7
PRICE 30 16 12 12 08 08 09
DURABILITY 06 10 20 20 24 14 10
DESIGN 08 16 12 14 28 16 12
BRAND NAME 06 18 12 20 04 12 16
TECHNOLOGY 28 26 12 12 08 30 14
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POWER 10 8 10 06 12 16 20

CONSUMPTION
SERVICE 16 06 22 16 10 12 14
Total 100 100 100 100 100 100 100
Source: survey

Interpretation: Price and technology are considered as very important

attribute of buying followed by power consumption and serviceability as

next important aspect. Brand name and durability to be considered after

the above and lastly with respect to design. INDIA is a developing

country and people are always worried about price fluctuations where a

small decrease in price result in increased consumption in order to save

some money.

Chart: 9

Important factors and attributes in buying behaviour of the


respondents

2 2
1
0 0
8
1 1
1 5 1
6 1
1
1
4 4 14
3 1
1
2 1 11 2
1
0 9 0 00
8 8 8 8 8
7
6 6 666 6 6 6 66
5 5 5 5 5
4
4 33 3 4 4 4 4 4 4 4
33 3 3 3
2 2 2 2
0
1 2 3 4 5 6 7

64 Adarsha
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DURABILIT & Science DESIG
E Y N
BRAND TECHNOLOG POWER
NAME Y CONSUMPTION
SERVIC
E
CUSTOMER SATISFACTION

Inference:

Inference:

When asked about attributes of DTH Systems of TATA SKY

most of the respondents have given positive answer.

Table No.10: Influencers in buying behavior of a DTH System

INFLUENCER NO. OF PERCENTAGE

RESPONDENTS
SPOUSE 06 06%
SHILDREN 24 24%
DEALER 10 10%
FRIENDS 50 50%
RELATIVES 04 04%
OTHERS 06 06%
Total 100 100%

Source: survey

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Interpretation:

With respect to the influencers in buying behavior, friends are

considered as the most important influencers with 50% because; they

create first impression on the respondents. Children’s follow next as

important influencing factor at 24%, dealers influence by 10%, spouse

and others by 6% and relatives found to be at the lowest with only 4%.

Chart: 10

Inference:

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The opinion about TATA SKY DTH SYSTEM is good which in

turn influence their friends to buy them.

Table No.11: Best medium of information to customers regarding

DTH Systems.

BEST MEDIUM NO. OF PERCENTAGE

RESPONDENTS
MAGAZINE 06 06%
PAMPHLETS 08 08%
NEWS PAPERS 24 24%
TV Ads 43 43%
RADIO 13 13%
OTHERS 06 06%
Total 100 100%

Source: survey

Interpretation:

TV advertisements are considered as the most important influencer

because, it creates the first impression on the audience and most

influencing medium followed by News papers and Radios with 24%, and

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13%. And the least informing media are pamphlets, magazines and

others.

Chart: 11

Inference:

Television is the best mode of communication message to the

target audience; it is the most influencing means of conversing.

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Table No.12: Different brands of DVD players owned by the

respondents

BRANDS NO. OF PERCENTAGE

RESPONDENTS
TATA SKY 22 22%
DISH T.V 19 19%
DD Direct Plus 35 35%
SUN Direct 13 13%
STAR T.V 11 11%
Total 100 100%

Source: survey

Interpretation:

Majority of the population own DOORDARSHAN due to its

technology and design. 22% of the respondents own TATA SKY.

Chart: 12

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Inference:

The competition is very high, so it needs to change some attributes

to improve its sales.

Table No.13: Over all performance of respondents to TATA SKY

DTH Systems

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RESPONSE NO.OF PERCENTAGE

RESPONDENTS
EXCELLENT 40 40%
GOOD 36 36%
FAIR 22 22%
POOR 01 01%
BAD 01 01%
Total 100 100%

Source: survey

Interpretation:

Majority of the population feel good with respect to over all

performance of the product and 40% with good opinion and 36% as fair

Chart: 13

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Inference:

The performance of TATA SKY DTH SYSTEM according to the

respondents is good but it needs to improve in some aspects.

Table No.14: Purchasing perception

BRANDS NO. OF PERCENTAGE

RESPONDENTS
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TATA SKY 22 22%


DISH T.V 34 34%
DD Direct Plus 18 18%
SUN Direct 14 14%
STAR T.V 12 12%
Total 100 100%

Source: survey

Interpretation:

Majority of the populations opt for Dish T.V as having their second

brand of DTH system due to its price, features and design aspects. 34% of

the respondents opt for Doordarshan for its quality, size and service

provided by them. 22% of the respondents opt for TATA SKY mainly for

its price and features.

Chart: 14

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Inference:

DISH T.V is considered as strong competitors to TATA SKY as it

has more consumer than TATA SKY.

Table No.15: Executive dealers of DTH Systems

BRANDS NO. OF PERCENTAGE


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RESPONDENTS
TATA SKY 06 40%
DISH T.V 03 20%
DD Direct Plus 03 20%
SUN Direct 02 13%
STAR T.V 01 7%
Total 15 100%

Source: survey

Interpretation:

The survey conducted shows the dealers for various brands in

Kolar city with TATA SKY,DISH T.V each sharing the same dealers

followed by others.

Chart: 15

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Inference:

The number of executive dealers of TATA SKY is better but it has

to increase the number in order to capture more market share.

Table No.16: Dealers counter size of DTH Systems

COUNTER SIZE NO. OF PERCENTAGE

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RESPONDENTS
LESS THAN 50 08 53%
50-100 05 33%
100-200 02 14%
200 AND ABOVE 00 00%
Total 100 100%

Source: survey

Interpretation:

With respect to different types of DTH systems that dealer’s store

are based on the demand and fast moving brands.

Chart: 16

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Inference:

Demand on some of the DTH Systems of TATA SKY brand is

less. It has to indirectly enhance the demand for their products.

Table No. 17: Average sales per month.

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NO. OF UNITS NO. OF PERCENTAGE

RESPONDENTS
LESS THAN 5 05 33%
6 TO 10 09 60%
11 TO 15 01 07%
16 TO 20 00 00%
Total 100 100%

Source: survey

Interpretation:

The above studies show that 48% of the dealers will sell only 5

units or less than 5 units per month. 40% of the dealers will sell 6 to 10

units per month and only 12% of the dealers will sell nearly 11 to 15 units

per month.

Chart: 17

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Inference:

Sales of TATA SKY in relatively less, it need to take some sales

promotional techniques.

Table No.18: Consumer’s preference of DTH Systems today

BRANDS NO. OF PERCENTAGE

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RESPONDENTS
TATA SKY 30 30%
DISH T.V 22 22%
DD Direct Plus 18 18%
SUN Direct 16 16%
STAR T.V 14 14%
Total 100 100%

Source: survey

Interpretation:

With respect to consumer preferences today, they prefer TATA

SKY because of technology, price and heavy advertisements followed by

DISH T.V, because of its reasonable price, product quality and durability.

Chart: 18

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Inference:

When its comes to Brand and preference of consumers TATA SKY

lags behind DISH T.V.

Table No. 19: Companies offering DTH Systems along with Services

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DIFFERENT NO. OF PERCENTAGE

BRANDS RESPONDENTS
TATA SKY 48 48%
DISH T.V 29 29%
DD Direct Plus 12 12%
SUN Direct 07 07%
STAR T.V 04 04%
Total 100 100%

Source: survey

Interpretation:

In boosting up the sales of DTH systems ,companies offered free

Services.

Chart: 19

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Inference:

TATA with reference to DTH systems and DTH production has a

healthy competition as there are not that many companies which offers

services.

CHAPTER 5

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SUMMARY OF FINDINGS AND CONCLUSION

• 35% of population is aware of DD because of its aggressive

advertising campaigns and also its presence in other consumer

durable products makes the consumers to recall the brand name.

When people think of DTH Systems, DOORDARSHAN strikes

first to their mind because of its frequency of viewing many

programs.

• After DOORDARSHAN’s wide awareness, TATA SKY and DISH

T.V are enjoying the next awareness level in the market.

• Advertises plays a major influences role as it is found in 30% of

the cases as buying influencer. It is first and also effective medium

of consumer awareness of the products in the market. Friends and

children constitute for 50% and 24% respectively, who are

considered as good influencers as they are the users of the product

and their advice is considered in decision making spouse, others

and relatives are considered in the hierarchy of influences

regarding the purchase behavior knowledgeable people, satisfied

consumers and dealers also hold the influencing weight age.

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• 24% of the non-users of DTH Systems are viewing to buy TATA

SKY due to its low price as the key attracting attributes are backed

up its looks and availability. Indian consumers are very price

sensitive and any slight decrease in price will have an impact on its

usage. TATA brand strategy is its penetrating price though it does

not possess other features in its DTH systems. Buying behavior of

consumers depends upon its price, durability and service, as these

products are not replaced very often.

• 24% of the non-users were willing to buy TATA SKY DTH

SYSTEMS. Superior technology, differentiated features,

performance and low power consumption guided their choice.

• Price technology is very important attributes in buying as one third

of consumers consider it very important. Saving power and

durability are considered as the next important factor with 5 and

3% respectively

• 24% of the people read news paper and television (43%), most of

them watch news channels and very few match entertaining

channels.
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• 21% of the DTH Systems users are of TATA SKY followed by

DISH T.V, DD Direct Plus,STAR T.V and SUN Direct . It is found

that more than 60% of the potential market is untapped and only

few DTH systems are operating in this market. There is an

opportunity for TATA to create awareness of the uses of DTH

Systems among common public thereby increase the consumer

lifetime value share.

• Majority of the population (67%) feel good regarding overall

performance of their DTH systems with regard to the attributes

such as price, technology and other added benefits. It is an

indication to satisfy consumers by providing these facilities in their

DTH System.

• Most of the consumers did not consider consumption, service and

design while purchasing their DTH Systems

• TATA dealers are getting a good margin on the DTH systems from

the company. Intensive competition in the market has

compelled them to pass out major portion of margin provided by


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the company to the consumers. This resulting in the form of sales

at lower price than what the company proposes to sell.

• TATA’s strength lies in its technology, looks and advertisements

campaign, which is its main future and weakness, or its price and

presence in other consumer durables. DISH T.V strength is its

brand name, service and reach of the products to consumers and

less competition in that segment. Its weakness lies in its product

range. STAR T.V with its price and looks has strengths and

weaknesses are its product parts.

• Consumers mostly prefer TATA SKY (30%) because of its

advertisements and also its low price range.

• It is found that men take a lead in making the purchase decision

(78%) and women areas are shown less interest.

• It is found that major companies like TATA SKY,DISH T.V,SUN

NETWORK and STAR T.V are having executive leadership in the

market.

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CONCLUSION

This study has to enabled to understand the different intricacies

that are involved in the buyer behavior to purchase a consumer

durable products. The study throws light upon the different DTH

systems in the market, vying with each other to get the attention of

buyers. Customers to day are bombarded with advertisements in order

to catch the attention of buyers. Major systems in DTH system are

also involved in durable products to make their brands a success, such

as TATA. Brand extensions seems to have worked extremely well for

MNCs such as TATA and DISH T.V in getting the attention of

buyers. The marketer’s huge potential with only 12% penetration in

the population and in deed a sign for many DTH systems to enter the

market. The competition hammered the profits to these companies and

lot of money has to be pumped initially, since the market is huge to

capture in days to come.

CHAPTER 6

RECOMMENDATIONS AND SUGGESTIONS


RECOMMENDATIONS

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• TATA should work on its brand image. Though 34% of

populations are aware of TATA SKY and 16% of them could

spontaneously recall the advertisements if given a change to think

of DTH system. 30% of the populations are aware of TATA SKY

advertisement. It is useful for the TATA to make the advertisement

that appeal to the masses emotionally by creating the interest in

promoting that technology strength of their DTH system. In such a

way that the brand influencers like friends and children’s should be

impressed for future brand pushes.

• Since most of the people watch television and magazines,

pamphlets, news paper and radio made an impact on consumers.

People also prefer demonstration, exhibition of information.

• Most of the people prefer to buy from multi-brand dealers and

show rooms; TATA can concentrate on displays and

demonstrations in the consumer durable showrooms.

• Consumer awareness is less towards TATA because of their strong

presence only in DTH systems products. It is useful for TATA to

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go for brand extensions in Indian market to develop and build a

strong presence in consumer durable markets.

SUGGESTIONS

• In this competitive environment with many DTH systems using

the strategy of discounts and other promotional offers like: DISH

T.V,DD DIRECT PLUS and SUN DIRECT giving

complementary every purchase of the DTH system is also

advisable for the company. It is in the interest of the company to

come with such activities of mass promotion through hoardings.

• The company should differentiate their product from their

competitors keeping its strong attributes aesthetics and technology

in promoting the brand.

• The study throws light upon the performance, durability and price

as main features beside the brands that determine the product that

the customer will purchase. The company should focus on these

buying attributes in order to make TATA’s brand a success’s.

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CHAPTER 7
APPENDICES AND ANNEXURE

QUESTIONNAIRE – CONSUMERS

I am doing a marketing research project on TATA SKY as part of

my summer training. I request your co-operation in answering these

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questions to the best of your knowledge so that my survey would be

meaningful. I assure you that confidentiality of your responses will be

maintained. You can tick more than one box if appropriate.

Thank you.

1. Name:

2. Age: Sex: M/F______

3. Telephone / Mobile:

4. Education qualification

a. Graduation [ ] b. Post graduation [ ]

c. Any other (please specify) ________________

5. Occupation:

6. Family income in Rupees per annum:

a. Less than 1 lakhs [ ] b. 1 lakhs to 5 lakhs [ ]

c. 6 lakhs to 15 lakhs [ ] d. above 15 lakhs [ ]

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7. Which brands of DTH System are you aware of?

a. _____________ b. _____________

c. _____________ d. _____________

8. Do you recall any advertisement with regard to various brands?

TATA SKY [ ] DISH T.V [ ]

STAR T.V [ ] DD Direct Plus [ ]

SUN Direct[ ]

9. If you are planning to buy a DTH System which brands do you

intend to buy?

Why?

10. Rank the following factors and attributes given 1 for most

important attributed and 7 for too least important with respect to

DTH System.

Attributes Rank
Price
Durability

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Design
Brand name
Technology
Power consumption
Service

11. Who influence the purchase of your TATA SKY?

Spouse [ ] Children [ ]

Relatives [ ] Friends [ ]

Dealers [ ] Others (please specify)

________________

12.Which would be the best medium to inform you about these

products?

Magazine [ ] Pamphlets [ ] Newspapers [ ]

TV Advertisements [ ] Radio [ ] Others (please specify)

______

13. Which brand of DTH sytem do you own?

____________________________

14. How is the over all performance of your TATA SKY?

Excellent [ ] Good [ ] Fair [ ] Poor [ ] Bad [ ]

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15. Suppose you have to buy a DTH System again, which brand will

you prefer?

______________________________

QUESTIONNAIRE - DEALERS

In am doing a marketing research project on TATA SKY as part of

my summer training. I request your co-operation in answering these

questions to the best of your knowledge so that my survey would be

meaningful. I assure you that confidentiality of your responses will be

maintained. You can tick more than one box if appropriate.

Thank you.

1. Name of the dealer:

2. Name of the firm:

3. Address:
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4. Contact No. :

5. Which brands of DTH systems do you offer?

DOORDARSHAN [ ] DISH T.V [ ] TATA SKY[ ]

SUN NETWORK [ ] STAR T.V [ ] Others__________

6. What is the counter size of DTH Systems?

a. Less than 50 [ ] b. 50 – 100 [ ]

c. 100 to 200 [ ] d. 200 and above [ ]

7. Over all DTH System sales per month

8. Other than your regular margin what dealer promotional schemes

do companies offer for promoting their brands?

Brands Extra Gifts Prizes Others

margin for

exceeding

target sales
TATA SKY
DISH T.V
DD Direct Plus
SUN Direct
STAR T.V

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9. Whether the customer preferred branded or unbranded DTH

System?

If Branded, specify________________

Why? __________________________

10. Which are the companies offering free Services with DTH System?

a. _____________ b. _____________

c. _____________ d. _____________

11.What is the overall response for the above schemes?

Excellent [ ] Fair [ ] Average [ ]

12. Which brands have the highest recall among DTH Systems?

_____________________________________________

Why? ________________________________________

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CHAPTER 8

BIBLIOGRAPHY

• Philip Kotler : Marketing Mix

• Philip Kotler : Marketing segmentation

• Philip Kotler : Product concept

• Company journals

• Magazines and News papers

• History of television, manufacturing departments, corporate profile

• www.TATA SKY.com

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