An analysis of factors affecting subscribers' decision towards DTH services in Tiruvannamalai town

Abstract

In this paper study the origin and growth of the Direct – to Home (DTH) services in India. However further analysis the factors affecting subscribers’ decision towards DTH services in Tiruvannamalai Town with conclude that on the basis of the ranks assigned by the sample respondents, the reasons for factors affecting subscribers’ decision towards DTH services are analyzed through Garrett’s Ranking Technique. It is evident from above table reveals that the price (71.62 score) was the main factors affecting subscribers decision towards DTH service followed by Duration of Recharge Period (61.46), Quality of Services (59.41), Influence of Friends (57.61), Brand Image (57.52), Number of Channels (54.04), Clarity of Picture (53.56), Customer Care Services (53.55), Variety of Service Package (53.53) and Effects of Sounds (52.78). As on 31 December 2019, there were 69.98 million active pay DTH subscribers in the country. These figures do not include subscribers of free DTH services. As of 31 March 2021, the Indian market is serviced by 4 paid DTH providers and one free DTH provider.