PERCEPTION AND SATISFACTION WITH DIRECT TO HOME SERVICES: A COMPARATIVE STUDY IN GUJARAT, INDIA

Abstract

Growing middle class, media exposure and changing lifestyle of Indian population has put India in global pie as a promising market for a business houses to enter and flourish and DTH is not an exception. Future growth in this industry is largely depended on the player’s ability to provide customized services which requires a deep understanding of consumer perception and satisfaction for DTH services. The basic objective of the study is to undertake a comparative study of consumer satisfaction and perception of urban and rural consumer for DTH services. This research had been conducted in 2011. Various tools like factor analysis, chi-square analysis, ANNOVA test and Z-test were used in this study. The study found that Consumer demographics like age, income, occupation and gender would not have any bearing on their level of satisfaction and they are unrelated to each other in both rural and urban area. Consumers across rural and urban areas perceives that DTH is costly than that of cable network. Consumer is having a favourable perception for picture quality in comparisons with cable in both urban and rural consumer. Rural and urban consumers are similar on their effect of demographics on satisfaction.