The growing direct to home (DTH) market in India: devising a market strategy based on study of consumer behavior

Abstract

The report consolidates the findings of secondary research conducted on the DTH market in India with the help of related prior research and studies available. The sources of secondary research were the open data available on internet and the e-resources available in the IIM-Blibrary. The report starts by describing a brief history of TV transmission in India and then explains the concept of DTH in brief. The report further presents DTH industry analysis using Porter s framework and then explains the drivers and challenges and trends of DTH industry. The report then describes the primary research that we conducted and the tool(s) we used for primary research. The report then presents a hypothesis of the basic product and service attributes that influence the DTH consumer buying behavior based on our secondary research, which we would test using face to face interview(s) and primary research to make our final recommendations. The report then summarizes the views shared by industry experts about the Indian DTH market. Further, the report explains the primary research methodology and then presents the results of the survey, conducted on both DTH consumers and cable TV consumers, and highlights the inferences based on these results. Finally the report concludes by drawing conclusions and making recommendations based on the consumer behavior studied.