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    Summer Internship Project Report On

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    anujhanda29
    The document reports on a study of dealer behavior for Dish TV in Ranchi, India. It aims to understand the current situation and reasons for a drop in Dish TV sales. A survey of 150 Dish TV dealers in Ranchi was conducted to measure the brand's reach and market share through dealers. The research found Dish TV's strengths to be affordable packages and broad content offerings. However, subscriber acquisition costs remain high. Competition from digital cable and IPTV poses a threat. The study recommends actions to improve services, control subscriber churn, and enhance revenues in Ranchi.

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    Summer Internship Project Report On

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    The document reports on a study of dealer behavior for Dish TV in Ranchi, India. It aims to understand the current situation and reasons for a drop in Dish TV sales. A survey of 150 Dish TV dealers in Ranchi was conducted to measure the brand's reach and market share through dealers. The research found Dish TV's strengths to be affordable packages and broad content offerings. However, subscriber acquisition costs remain high. Competition from digital cable and IPTV poses a threat. The study recommends actions to improve services, control subscriber churn, and enhance revenues in Ranchi.

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    The document reports on a study of dealer behavior for Dish TV in Ranchi, India. It aims to understand the current situation and reasons for a drop in Dish TV sales. A survey of 150 Dish TV dealers in Ranchi was conducted to measure the brand's reach and market share through dealers. The research found Dish TV's strengths to be affordable packages and broad content offerings. However, subscriber acquisition costs remain high. Competition from digital cable and IPTV poses a threat. The study recommends actions to improve services, control subscriber churn, and enhance revenues in Ranchi.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    60 views9 pages

    Summer Internship Project Report On

    Uploaded by

    anujhanda29
    The document reports on a study of dealer behavior for Dish TV in Ranchi, India. It aims to understand the current situation and reasons for a drop in Dish TV sales. A survey of 150 Dish TV dealers in Ranchi was conducted to measure the brand's reach and market share through dealers. The research found Dish TV's strengths to be affordable packages and broad content offerings. However, subscriber acquisition costs remain high. Competition from digital cable and IPTV poses a threat. The study recommends actions to improve services, control subscriber churn, and enhance revenues in Ranchi.

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    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 9

    Summer Internship Project Report on A STUDY ON DEALERS BEHAVIOR FOR DISH TV IN RANCHI

    By: MEDHA AGRAWAL A0102212108 MBA - M&S Class of 2014

    Under the Supervision of: Dr. Anu Prashaant Assistant Professor Department of Marketing

    In Partial Fulfilment of the Requirements for the Degree of Master of Business Administration - Marketing & Sales at AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2014

    DECLARATION

    Title of the project report A STUDY ON DEALERS BEHAVIOR FOR DISH TV IN RANCHI

    I declare,

    (a)

    That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged

    (b)

    That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

    Date : 1st August2013

    Medha Agrawal A0102212108 MBA - M&S Class of 2014

    ii

    CERTIFICATE

    I Dr Anu Prashaant hereby certify that Medha Agrawal student of Masters of Business Administration - M&S at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on A study on dealers behavior for Dish Tv in Ranchi, under my guidance.

    Dr. Anu Prashaant Assistant Professor Department of Marketing

    iii

    ACKNOWLEDGEMENT

    The successful completion of this project is attributed to the constant help, guidance and encouragement received from the people around me. This is a humble effort to express my sincere gratitude towards those who guided me to complete this project.

    I would also like to thank Dr Sanjeev Bansal , my respected Director of Amity School of Business for providing me with this opportunity. I would also like to thank my faculty guide, Dr. Anu Prashaant for helping me and patiently clearing my doubts.

    A special note of thanks to Mr Ranjan Singh and Mr Vikas Singh, who blessed me with her indefatigable support and for providing the necessary facility & assistance whenever required.

    Above all, it is a privilege to express my sincere gratitude to my parents who extended me all the necessary help, cooperation and blessings, Otherwise this project would not have seen this light of the day.

    (SIGNATURE) Medha Agrawal A0102212108

    iv

    TABLE OF CONTENT

    Chapter 1: Introduction 1.1 Purpose of the study 1.2 Context of the study 1.3 Significance of the study 1.4 Theoretical framework 1.4.1 History 1.4.2 Current scenario 1.4.3 Porters Analysis of DTH industry 1.4.4 Background of the company 1.4.5 Current situation 1.4.6 Strategic focus area 1.4.7 Distribution System 1.5 Definitions 1.6 Summary Chapter 2: Review of literature Chapter 3: Research Methods and Procedures 3.1 Objectives 3.2 Purpose of the study 3.3 Research Design 3.4 Research Questions 3.6 Participants 3.7 Sample Coverage 3.8 Instruments used 3.9 Procedures 3.10 Data analysis and techniques 3.11 Limitations Chapter 4: Data Analysis and Findings 4.1 Review of methodology 4.2 Descriptive Analysis
    v

    1 1 1 2 2 3 4 5 8 9 9 11 15 16 17 21 21 21 22 22 22 23 23 23 23 24 25 25 25

    4.3 Inferential Analysis 4.3.1 Independent sample T-test 1 4.3.2 Independent sample T-test 2 4.3.3 Independent sample T-test 3 4.3.4 Independent sample T-test 4 4.4 Associative Analysis 4.4.1 Cross Tabulation 1 4.4.2 Cross Tabulation 2 4.4.3 Cross Tabulation 3 4.4.4 Cross Tabulation 4 4.4.5 Cross Tabulation 5 4.5 Spearmans Rank Correlation 4.6 Multivariate factor analysis Chapter 5: Conclusions and Recommendations 5.1 Summary of findings 5.2 Recommendations 5.3 Limitations Chapter 6: References Appendix A

    42 42 43 44 45 46 46 49 52 55 56 57 58 62 62 65 67 68 70

    vi

    LIST OF TABLES

    Table 4.1: Type of dealership Table 4.2: Willingness to sell Dish Tv over other brands Table 4.3: Information about offers Table 4.4: Availability of the options Table 4.5: Branding Equipments given Table 4.6: Brochures given to the customers Table 4.7: Demo to the customers Table 4.8: Independent sample T-test 1 Table 4.9: Independent sample T-test 2 Table 4.10: Independent sample T-test 3 Table 4.11: Independent sample T-test 4 Table 4.12: Correlations

    26 30 33 36 38 39 40 43 44 45 46 57

    vii

    LIST OF FIGURES

    Figure 4.1: Type of dealership Figure 4.2: DTH brands available at the store Figure 4.3: Top selling DTH brands at the store Figure 4.4: Important factors that a customer consider while making a purchase Figure 4.5: Preference of DTH brands Figure 4.6: Willingness to sell Dish Tv over other brands Figure 4.7: Reasons for preference of Dish Tv Figure 4.8: Reasons for not preferring Dish Tv Figure 4.9: Time period for selling Dish Tv Figure 4.10: Awareness Level Figure 4.11: Information about offers Figure 4.12: How do you get information about the plans and offers Figure 4.13: Frequency of the visit Figure 4.14: Availability of the recharge options Figure 4.15: Mode of recharge Figure 4.16: Difficulties faced during process of recharge Figure 4.17: Branding equipment given Figure 4.18: Brochures given to the customers Figure 4.19: Demo to the customers Figure 4.20: Areas in which the competitors are doing better Figure 4.21: Store presence

    26 27 28 28 29 30 31 31 32 33 34 34 35 36 37 37 38 39 40 41 41

    viii

    A STUDY ON DEALERS BEHAVIOR FOR DISH TV IN RANCHI

    ABSTRACT

    Dish TV was the first entrant in the DTH category and has become synonymous with the satellite TV broadcasting business in India. The project attempts to find out the dealer satisfaction of DISH TV in Ranchi. This project attempts to find out present situation and reason behind the drop and suggest measures to overcome it. Survey measure the reach of company product over the outlays of dealers which insures the brand reach among customers and its market share. DTH is currently a six player market. Price cuts and reduced margins, spurred by severe competition, can pose a threat to revenue enhancement. Improved quality of services by digital cable and IPTV players are potential threats. Churn management and retention cost scan negatively impact bottom-lines unless constant attention and Strategy is deployed to manage and control the subscribers base. The research design adopted in this market research project is a mix of both exploratory and descriptive research designs. The research instrument used in this project is Questionnaires and surveys method. The sample size in this project is 150 dealers. In this research project the target population is from Ranchi. The software used in this research is IBM SPSS Statistics v19 and Microsoft Excel. Some of the inherent strengths stem are consumer friendly and pocket friendly multi-tiered and customizable regional packages, abundant transponder capacity to support its widest content basket, a very strong and diversified content offering addressing consumers with diverse needs of genres and languages, an extremely cost conscious structure and a superior technology for the entire gamut of services. Weakness is that the subscriber acquisition cost is still very high. However, compared to the current industry benchmarks, it stands at the lowest by far. The cost towards acquiring consumers is under constant scrutiny in an endeavor to bring it down. In a market trend of consumers down sliding on the packaging tiers, due to more value being packaged at the lowest packs, dish TV has exhibited a growth in Ranchi. However, Ranchi continues to be an area of concern with the constant endeavor to monitor, upgrade and enhance the revenues.

    ix

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