APPENDIX - A

QUESTIONNAIRE FOR SUBSCRIBERS

SERVICES MARKETING OF DIRECT – TO – HOME TELEVISION (DTH)

SERVICE PROVIDERS – A Study with reference to Virudhunagar District

I. Demographic Profile of respondents

1.1 Name _______________________________

1.2 Gender
1. Male 2. Female

1.3 Age (in years)

1. 20-30 2. 30-40 3. 40-50 4. Above 50

1.4 Marital Status

1. Married 2. Unmarried

1.5 Education

1. Primary level 2. Higher secondary level 3.Under graduate

4. Post graduate 5. Diploma 6. Professional

7. Any other ______

1.6 Occupation

1. Government employee 2. Private employee 3. Entrepreneur

4. Home maker 5. Professional 6. Retired

7. Any other ______

1.7 Number of family members

1. Below 3 2. 3-6 3. Above 6

1.8 Monthly Income (in )

1. Up to 5000 2. 5000-10000 3.10000-15000

4. 15000-20000 5. Above 20000

1.9 Nature of your residential house

1. Rent 2. Own 3. Lease

1.10. Your place of residence

1. Panchayat 2. Municipality

Service Providers Data

1.11. Specify the brand name of the DTH services that you have availed

1. Sun Direct 2. Reliance Big TV 3. Tata Sky

4. Airtel Digital TV 5. Dish TV 6. Videocon D2H

7. DD DTH

1.11. a. If you have private DTH services pick the following reason for not using DD
DTH services

1. Limited number of channel 2. Restricted choices 3. Low cost

4. No clarity 5. DD programmes are not interesting

1.12. Duration of relationship with service providers (in years)

1. Less than 2 2. 2-4 3. 4-6 4. Above 6

1.13. Have you switchover to the other service provider from the existing service
Providers?

1. Yes 2. No

1.14. If Yes, reason for switching over to the other service provider

1. Better Service 2. Advertisement 3. Product Features

4. Non-availability of dealers/distributors

1.15. How many times the switch over have made by you?

1. Once 2. Twice 3.Thrice 4. More than thrice

1.16. Duration between each switch over (in months)

1. Less than 6 2. 6-12 3. 12-24 4.More than 24

1.17. Nature of set-top-box that you have holded

1. Standard Set-top-box 2. HD Digital Set-top-box

3. HD Digital Video Recorder

1.17.a. If standard set-top-box, mention the purpose of holding it

1. Low cost 2. Availability of cathode tube TV

3. Variety of packages 4. Number of channels

1.17.b. If your HD Digital set-top-box, mention the purpose of holding it.

1. Availability of HDTV screens 2. Quality of video and audio

3. Symbol of prestige 4. Experiencing the theatre effect

1.17.c. If HD Digital Video Recorder, mention the purpose of holding it.

1. Availability of HDTV screens 2. Watch one record one facility

3. Pause and resume live TV 4. Fast forward and rewind option

5. 3D feature 6. Storage capacity

1.18. Specify, the type of television that you have holded

1. Cathode ray tube 2. LED 3. LCD 4. Plasma

1.19. Number of Television in your home

1. One 2. Two 3. Three 4.More than Three

1.20. Do you avail DTH service to the entire television set in your home, if the
number of television is more than one?

1. Yes 2. No

1.21. If yes do you prefer multiple TV connections?

1. Yes 2. No
1.22. Which of the place you avail the DTH service

1. At home 2. At work place 3. At vehicle

4. Somewhere else other than home

1.23. Reason to prefer the particular service provider for availing DTH service (Rank)

Reasons Rank
Reputation of the brand
Better subscriber service
Lower installation and Activation cost
Product differentiation
Variety of packages

II. Product
2.1. Weightage given to the factors while selecting the package (Rank)

Factors Rank
Price
Entertainment
News
Devotional
Kids
Infotainment
Life style
Movie
Regional
Number of channels

2.2. Scheme of package preferred to recharge

1. Monthly pack 2. Long term pack
3. A-la-carte scheme 4. Add-on pack with basic pack
2.3. If you prefer long term pack, duration of months taken to recharge (in months)
1. 3 2. 6 3. 12 4. 24 5. 60
2.4. If your preference is monthly pack, specify the reason
1. Not interested in lump sum recharge 2. Idea to change the existing pack
3. Availability of add-on-pack 4. Financially convenient
2.5. If your preference is a-la-carte scheme, specify the reason
1. Freedom of choice 2. Pay for what I watch
3. More number of channels 4. Able to know cost per channel
2.6. State how each product feature of DTH services satisfy you. For each statement
put thick mark

Statement regarding product Highly Satisfied Neutral Dissatisfied Highly

feature Satisfied Dissatisfied
Picture clarity
Voice clarity
Variety of channel package
Number of channels in a
package
Warranty
Usage instruction
Working condition of tangible
equipment
No interruption while
watching programme
Extension of validity period
Electronic Program Guide
Ad-free channels
Remainders
Exclusive cinema channels
Interactive Television
Classification in channel packs
Number of Regional channels
2.7 Are you aware of the following value-added service of DTH service? For each
service indicate tick mark.

Value-added services Yes No

A. Movie-on-demand
B. Interactive services
Games
Shopping
Dharshan
Daily Astrology
Getting recipes
Health & Fitness Tips
Stories to Kids
Educational services
Market Information to farmers
Matrimonial services

2.8 Do you subscribe the below mentioned value-added-services regularly? For each
service indicates tick mark.

Value-added services Yes No

A. Movie-on-demand
B. Interactive services
Games
Shopping
Dharshan
Daily Astrology
Getting recipes
Health & Fitness Tips
Stories to Kids
Educational services
Market Information to farmers
Matrimonial services

2.9. If you don’t subscribe the value-added services tick anyone of the following
reason

1. Not interested 2. Availability of other technologies

3. Differential price for each service 4. Non-availability of package
5. High cost of the channel packs
 III PRICE
3.1 For each statement, indicate ticking how much you agree or disagree that it
describes your opinion about the price of the DTH services that you experience.

Statement describing your opinion Strongly Agree Neutral Disagree Strongly

about price of the DTH services Agree disagree
Installation and activation cost of the DTH
services are affordable
Denomination of the recharge coupons are
as per my preference and convenience
Price is the only factor I consider while
subscribing the channel pack
I think, I pay enough money for more
number of channels in a pack
Price charged for the repair services are
reasonable
Price charged for the Re-shifting of
equipment are quite high
I expect cost reduction at the time of
installing and activating the DTH services
I have enjoyed, the benefit of cost
reduction at the time of availing the DTH
services
Cost is barrier for me to use the Interactive
services
Amount spent on movie-on-demand is
cheaper than visiting a theatre for a family
Cost and Nature of Television that I hold
currently restrict me to experience the HD
set-top box
I think long term packs are more
economical
I extend the subscription to add-on-pack to
enjoy the channel that I prefer which in
not available at the current pack that I
enjoy
I am aware that cost of services includes
service tax, entertainment tax, value-added
tax, license fee etc.
 Statement describing your opinion Strongly Agree Neutral Disagree Strongly
about price of the DTH services Agree disagree
I save more money from extra validity
period, cash back offer, vouchers
I feel multiple TV connections are cost
effective and economical when there is
more than one or two television in the
home
Buying and subscribing a services through
on-line is more cheaper than other channel
of purchase
Buying a DTH services are a symbol of
pride
Once I subscribed, it matches the
expectation towards the services that are
provided.

3.2 Mention your preference of recharging facility.

1. Recharge through credit card or Net banking account
2. Voucher Recharge
3. Recharge by IVR (Interactive Voice Response)
4. Recharge on the web
5. Mobile Recharge
6. Through dealers or distributors
IV PROMOTION
4.1 Source of Awareness
1. Magazine/Newspaper 2. TV/Radio 3. Friends/Relatives
4. Dealers/ Distributors 5. Road shows
4.2. Source of awareness about the packages/offer/price
1. Dealers/Distributors 2. Television Advertisements 3. Websites
4. Pamphlets 5. Mobile Advertisements
 4.3. Rank the brand of DTH service provider who make attractive advertisement in
media

Brand Name Rank

Sun Direct
Reliance Big TV
Airtel Digital TV
Dish TV
Tata Sky
DD DTH
Videocon D2H

4.4. How many times do you see the television advertisement of DTH services in a
day? (in times)

1. One 2. Two 3. Three 4. More than three

4.5. For each statement, indicate how much you agree or disagree that it describes
your feelings about the advertisement currently you experience.

Statement describing your own Strongly Agree Neutral Disagree Strongly

experience about advertisement Agree Disagree
Television advertisement turns my
attention towards DTH services
Television advertisement
influenced the purchase decision
Advertisement helps to choose the
service provider
Service provider fails to maintain
the promise as said in
advertisement
I have noticed wall display and
window display in
Distributor’s/Dealer’s office
Pamphlet gives me enough
information regarding the
packages and offers
I have not seen any road shows
done by distributors
While I recharge, I expect
pamphlet every time from service
provider
Statement describing your own Strongly Agree Neutral Disagree Strongly
experience about advertisement Agree Disagree
Advertisement never highlights
the various services of the service
provider
Frequency of advertisement create
monotonous feeling
Promotional message conveyed
are satisfactory and gives overall
benefit
I feel advertisement create
exaggeration
Celebrity advertisement builds
confident about the service
provider
Service provider informs me the
introduction of new services,
packages and offers in the market
constantly.
Slogan attracts me more rather
than product features
Very often, I share the experience
with the friends and neighbours
I never suggest my friends to opt
the DTH services
Celebrity spoke words are just to
appeal the minds of the potential
customer
I have received gifts from dealer
while the service was purchased

V SERVICE QUALITY
5.1. For each statement, indicate ticking how much you agree or disagree that it
describes your feeling about service quality currently you experience

Statement describing your Strongly Agree Neutral Disagree Strongly

own experience about service Agree Disagree
quality
Contact employees give the
right service at first time
It is convenient to change
package plan
Contact employee has enough
knowledge
Duration taken to resolve the
complaints are less
Provide crystal clear picture and
undisturbed audio
Contact employees appear well
dressed
Service provider is easily
accessible
Service provider have a good
reputation
Well informed about packages,
offers and discounts
Quick and ease of lodging the
complaints
The behavior of service
employees inspires trust and
confidence in me
Very quick in activating the
service
You are able to get record the
program
Service provider’s physical
facilities are visually appealing
Service provider gives warranty
for the equipment
Provides the service as
promised to me
Connection formalities are
simple
Service employee gives you
prompt service
No signal problem
Working condition of the
equipment look good
Maintenance of subscriber
database enables the personal
and individual attention
Service provider and
Distributors are well co-
coordinated
Easy to contact the dealer or
distributor in my dwelling area
Feel safe in dealing with service
provider
Always willing to help me
DTH connect me wherever I am
Well informed about the
progress of my complaint
Prompt alert towards
subscription details
Flexibility in the payment
Re-shifting of equipment
enhances the portability
Service employee appear to
know what he is doing

VI CABLE TV vs. DTH SERVICES

6.1. State the reason for shifting to DTH service from cable connection (Rank)

Reasons Rank
Picture clarity
Flexible price
Special offers
Wireless service
Poor service of the cable operator
Value-added –services
Channel packages

6.2. Do you feel that DTH service is costlier than cable television?
1. Yes 2. No
6.3. Do you have both cable connection and DTH service?
1. Yes 2. No
6.4. If ‘yes’, specify the reason to hold both the services
1. Local channels 2. Optimality of cost
3. Afford to make late payment 4. To avoid momentary signal disruption
6.5 Is there scope for the growth for the growth of DTH service over cable television?
1. Yes 2.No
6. Give your opinion about both the Cable Television and DTH Services
(5-Strongly agree, 4-Agree, 3-Neutral, 2- Disagree, 1-Strongly disagree)

Before Experiencing After Experiencing DTH

Opinion DTH Services Services
5 4 3 2 1 5 4 3 2 1
Long standing TV transmission service
Application of latest technology
Most popular transmission service
Possibility of service from Himalayas to
house boats in Kerala
Suitable for dwellers in rented house
Preferable service for employees in
transferable posts
Suitable for the dwellers in multistoried
building
Wireless service
Provider of multiple favorite channels
Provider of pure digital viewing experience
Provider of exclusive movie channels
Fantastic and superb audio with stereo
sounds
Highly advance payment option such as
recharge card, online payment
Complication handling with wire
connections
Clarity in vision with high quality picture

6.7 Rank elements of both DTH services and Cable TV

DTH services Cable Television

Elements
Rank Rank
Quality of service
Effective complaint handling
Worthiness of subscription
After sales service
Number of channels
Choice of options
Wireless connection
No interruption of services during rainy season
Localized content
Remainder about renewal of subscription
Better service
Timely service
 APPEND
DIX - B

INT
TERVIEW
W SCHEDU
ULE FOR DEALERS
D

SERVICE
ES MARKE ETING OFF DIRECT – TO – HO OME TELE EVISION (DTH)
(
SERVIC
CE PROVIIDERS – A Study with
h referencee to Virudh
hunagar Disstrict

me of the Dealer:
1. Nam
2. Nam
me of the seervice provider with Deealership:
3. Cateegory of dealership:
1) Dealers selling STB [ ] 2) Rechharging Deaalers [ ]
4. Agee (in years)
1) 20-30 [ ] 2) 30-40 [ ] 3) 40-50 [ ] 4) A
Above 50 [ ]
5. Edu
ucational Quualification
1) School leveel [ ] 2) Diploma
D [ ] 3) U
UG [ ] 4) PG [ ]
5) Others
O [ ]

6. Mon
nthly Earninngs throughh dealershipp ( )
1) 5,000-10,0000 [ ] 2) 10,000-15,000 [ ] 3) 30,000-40,000 [ ]

4) Above
A 40,0000 [ ]

7. Exp
perience in the
t field of dealership (in
( years)
1) Below
B 2[ ] 2) 3-4
3 [ ] 3) 4-6 [ ] 4) Abovve 6 [ ]
8. Natu
ure of businness
1) Main
M Busineess [ ] 2) Side Business [ ]
9. Traiining given by the distrributor
1) Yes
Y 2) No
10. Meeeting organiized by the distributorss
1) Monthly
M [ ] 2) Quarterly
Q [ ] 3) H
Half-yearly [ ]
4) An
nnually [ ]
11. Whether mainttenance of ccustomer daatabase suppports in achiieving mark
keting
straategy
1) Yes
Y [ ] 2) No [ ]
12. Number of complaints lodged in a month
1) 20-40 [ ] 2) 40-60 [ ] 3) 60-80 [ ] 4) More than 80 [ ]

13. Duration taken to resolve the complaints

1) 1 day [ ] 2) 2 days [ ] 3) 3 days [ ] 4) More than 3 days [ ]
5) Others [ ]

14. Nature of complaints handled

1) Rain fade [ ]
2) Account Related [ ]
3) No signal [ ]
4) No audio/video [ ]
5) Box hang [ ]
6) Channels addition/removal [ ]
7) Others [ ]

15. Effective Promotion Technique

1) Advertisement [ ]
2) Word of mouth [ ]
3) Road shows [ ]
4) Gifts [ ]
5) Discount and offers [ ]

16. Ways to retain inactive customers

1) Sending remainder [ ]
2) Recommending suitable packages [ ]
3) Friendly Relationship [ ]
4) Giving clear terms and conditions [ ]
5) Special offers [ ]
6) Recharging facilities in nearby petty shops [ ]
 17. Dealers’ Recommendation of brand
1) Quality [ ]
2) Profit Margin [ ]
3) Package plan [ ]

18. Rank the essentials of dealers in marketing the services

S.No. Essentials Rank

1 Technical Knowledge
2 Knowledge about service provider
3 Knowledge about subscribers
4 Knowledge about competitors
5 Knowledge about selling process
6 Enhance subscribers confidence
7 Create demand
8 Improve subscribers’ satisfaction
9 Provide feedback to distributors
10 Connecting between subscribers and distributor
11 Ability to rectify subscribers’ complaint
 19. Dealers’ satisfaction with service providers and distributors
Highly Satisfied Neutral Dissatisfied Highly
Dissatisfied
Opinion satisfied
Timely booking of installation
Timely settlement of claims
After sales service
Profit Margin
Point of purchase promotional
materials
Functions of sales representative

20. Problems faced by dealers in marketing the services

Strongly Strongly
Marketing Problems Agree Agree Neutral Disagree Disagree
Competitive Price
Poor Marketing Design
Lack of interest about the services
Lack of interest among the dealers
Lack of subscribers’ participation
Competition from Cable TV services
Lack of Advertisement
Poor Quality of equipment
Lack of skill
Lack of training
Sudden changes in package plan
Lack of convenient location and time
Lack of service recovery
Poor complaint handling
 APPEND
DIX - C

INTER
RVIEW SC
CHEDULE
E FOR DIST
TRIBUTO
ORS

SERVICE
ES MARKE ETING OFF DIRECT – TO – HO OME TELE EVISION (DTH)
(
SERVIC
CE PROVIIDERS – A Study with
h referencee to Virudh
hunagar Disstrict

1. Disttributors’ Enterprise
E N
Name:
2. Agee (in years)
1) 20-30 [ ] 2) 30-40 [ ] 3) 40-50 [ ] 4) A
Above 50 [ ]
ucational Quualification
3. Edu
1) School leveel [ ] 2) Diploma
D [ ] 3) U
UG [ ] 4) PG [ ]

5) Others
O [ ]

4. Mon
nthly Earninngs throughh distributioon ( )
1) 10,000-20,0000 [ ] 2) 20,000--30,000 [ ] 3) 30,000-40,000 [ ]

4) Above
A 40,0000 [ ]

5. Exp
perience in tthe field of distribution
d n (in years)
1) Below
B 2[ ] 2) 3-4
3 [ ] 3) 4-6 [ ] 4) Abovve 6 [ ]
6. Num
mber of deallers:
1) Dealers
D selliing STB __________
2) Recharging
R Dealers __________
7. Num
mber of subscribers:
1) Active
A Subscribers _____________
___
2) In
nactive Subbscribers _______________ (in %)
3) Reactivated
R Subscriberss ___________ (in %)
8. Durration of traaining (in weeeks)
1) Less
L than 1 [ ] 2) 1-2
1 [ ] 3) 2-4 [ ] 4) More than 4 [ ]
9. Meeeting with thhe service pprovider
1) Monthly
M [ ] 2) Quarterly
Q [ ] 3) H
Half-yearly [ ]
4) Annually
A [ ]
10. Meeeting with thhe dealers
1) Monthly [ ] 2) Quarrterly [ ] 3) Halff-yearly [ ]
Annually [ ]
4)A
11. Initiial Investmeent Requireed ( )
1) 1 lakh [ ] 2) 2 lakhs [ ] 3) 3 lakkhs [ ] 4) A
Above 3 lakkhs [ ]
12. Natture of businness
1) Main
M Busineess [ ] 2) Side Business [ ]
13. Whether mainttenance of ssubscriber database
d suppports in achhieving marrketing
strategy
1) Yes
Y [ ] 2) No [ ]
14. Num
mber of com
mplaints loddged in a moonth
1) 20-40
2 [ ] 2) 40-60 [ ] 3) 60-80 [ ] 4) M
More than 80
8 [ ]
15. Durration takenn to resolve tthe complaiints
1) 1 day [ ] 2) 2 days [ ] 3) 3 dayys [ ] 4) M
More than 3 days [ ]
5) Others
O [ ]

16. Rannk the essenntials of dealers in markketing the seervices

S.No. Essentialls k
Rank
1 Technicaal Knowleddge
2 Knowleddge about seervice proviider
3 Knowleddge about suubscribers
4 Knowleddge about coompetitors
5 Knowleddge about seelling proceess
6 Enhancee subscribers confidencce
7 Create demand
8 Improve subscriberss’ satisfactioon
9 Provide feedback too distributorrs
10 Connectiing betweenn subscriberrs and distriibutor
11 Ability to rectify suubscribers’ complaint
c
19. Rank the problems faced by distributors in marketing the services
S.No. Marketing Problems Rank
1 Competitive Price
2 Poor Marketing Design
3 Lack of interest about the services
4 Lack of interest among the dealers
5 Lack of subscribers’ participation
6 Competition from Cable TV services
7 Lack of Advertisement
8 Poor Quality of equipment
9 Lack of skill
10 Lack of training
11 Sudden changes in package plan
12 Lack of convenient location and time
13 Lack of service recovery
14 Poor complaint handling
15 Dealers opting more than one dealership
16 Poor profit margin