MARKET RSEARCH REPORT
MARKET RSEARCH REPORT
TEAM MEMBERS
AVINASH KR. RAI 401107009
ANKUSH VIJ 401157003
BHAVDEEP SINGH 401107010
SARTHAK AGRAWAL 401107024
CONTENTS
1.
2.
3.
4.
5.
6.
7.
EXECUTIVE SUMMARY
INTRODUCTION
QUALITATIVE RESEARCH
SURVEY RESEARCH
DATA ANALYSIS AND FINDINGS
LIMITATION
CONCLUSIONS
EXECUTIVE SUMMARY
Television in India is a huge industry which has thousands of programs in many languages. More than half of all Indian households own a television.
As per the TAM Annual Universe Update - 2014, India now has over 277 million individuals (out of 312 million) with television sets, of which over 145 million have access to Cable TV or Satellite TV, including 78 million households which are
DTH subscribers. Digital TV households have grown by 32% since 2013 due to migration from terrestrial and analog broadcasts. Digital TV penetration is at 64% as of September 2014. The growth in digital broadcast has been due to the introduction of a multi-phase digitization policy by the Government of India. An ordinance was introduced by the Govt. of India regarding the mandatory digitization of the Cable Services.
The major players in the CAS or digital TV market are Airtel, Tata Sky, Videocon,
Dish TV, Sun TV and Big TV. We took a sample size with an 85% confidence level and mapped the penetration of cable vs. digital TV. Then we segmented and found the share of each digital operator. We were focused on studying
AIRTEL DIGITAL TV and found the percent share of Airtel digital TV in the Indian market. We wanted to find the brand image of Airtel DTH which the Indian buyer had in mind .We did so by questioning the surveyed about why they bought Airtel DTH at the first place.
We then asked them to rate Airtel DTH on a set of relevant factors based on their current performance.
We then correlated both the results to find how the Airtel DTH performed in contrast to its brand Image in the market.
INTRODUCTION
Airtel digital TV is an Indian direct-broadcast satellite service provider
TEAM MEMBERS
AVINASH KR. RAI 401107009
ANKUSH VIJ 401157003
BHAVDEEP SINGH 401107010
SARTHAK AGRAWAL 401107024
CONTENTS
1.
2.
3.
4.
5.
6.
7.
EXECUTIVE SUMMARY
INTRODUCTION
QUALITATIVE RESEARCH
SURVEY RESEARCH
DATA ANALYSIS AND FINDINGS
LIMITATION
CONCLUSIONS
EXECUTIVE SUMMARY
Television in India is a huge industry which has thousands of programs in many languages. More than half of all Indian households own a television.
As per the TAM Annual Universe Update - 2014, India now has over 277 million individuals (out of 312 million) with television sets, of which over 145 million have access to Cable TV or Satellite TV, including 78 million households which are
DTH subscribers. Digital TV households have grown by 32% since 2013 due to migration from terrestrial and analog broadcasts. Digital TV penetration is at 64% as of September 2014. The growth in digital broadcast has been due to the introduction of a multi-phase digitization policy by the Government of India. An ordinance was introduced by the Govt. of India regarding the mandatory digitization of the Cable Services.
The major players in the CAS or digital TV market are Airtel, Tata Sky, Videocon,
Dish TV, Sun TV and Big TV. We took a sample size with an 85% confidence level and mapped the penetration of cable vs. digital TV. Then we segmented and found the share of each digital operator. We were focused on studying
AIRTEL DIGITAL TV and found the percent share of Airtel digital TV in the Indian market. We wanted to find the brand image of Airtel DTH which the Indian buyer had in mind .We did so by questioning the surveyed about why they bought Airtel DTH at the first place.
We then asked them to rate Airtel DTH on a set of relevant factors based on their current performance.
We then correlated both the results to find how the Airtel DTH performed in contrast to its brand Image in the market.
INTRODUCTION
Airtel digital TV is an Indian direct-broadcast satellite service provider