A Study on Customer Perception towards DTH Services in Kurnool City

T. Seshadri Kiran, Dr. B. C. Lakshmanna, Dowlath Ahammed


In the present competitive world, every companies is in a position to show its existence to the market. They need to make lot of efforts to sell the product. Unlike past, now  the customers are having many choices backed by many offers. Due to this the attitude of customers towards purchasing products is continuously changing which makes the companies to frame different strategies to sustain in the market. In order to satisfy the customers the players in the market are adopting new and innovative technology. In this content the study is taken up with the various DTH services who are having a considerable share in the market. This paper mainly focused  on the customer perception towards DTH services in Kurnool city and it also helps to analyze the competition exist in the market. The study is focused on the four kinds of DTH services namely, Sun direct, TATA sky, Dish TV, Big TV. Various tools used to analyze the data. The present study reveals that the majority of the respondents prefer to buy sun direct because of its best picture quality, reasonable price, various kinds of packages and more channels. So the DTH service providers must pay attention on Customer Service, picture quality, reasonable price rather than other factors to make their business more successful and satisfy the consumers


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