The direct home to home (DTH) TV sector in India continues to expand rapidly, attracting large investments from new and existing players over past few years and is showing no signs of slowing down due to economic recession. The DTH market which began commercial operations in 2003 has been able to acquire over 12 million subscribers during the past six years. As per " Indian DTH market forecast to 2012", the number of DTH subscribers are forecasted to grow at a CAGR of around 25% during 2009-2012. Currently , the Indian DTH market is being served by the five private players , Dish TV, Tata Sky, Sun Direct, Big TV and Airtel Digital TV. Given the superior quality of DTH services in terms of viewing and interactivity, the number of DTH subscribers has been soaring. However, the current number of DTH subscribers constitutes only a meager population of the total number of TV households, indicating vast future growth potential.
This research provides extensive research and rational analysis about the set top box market in India. India is an important and growing market for set top box. By 2012 India's pay TV market is expected to reach 90 million subscribers. Though imports constitute a major share of set top boxes, due to Government's incentives to encourage Indian Companies to manufacture them, the demand for STB will increase considerably. It can be estimated in the range of greater than 1.0 billion US $ worth market for STB by 2012. The semi conductor Companies actively involved in selling STB devices in Indian market are ST Microelectronics, national Semiconductor, NXP and Broadcom. Tensilica is another fables firm with STB device offerings.The STM 5107 from ST Microelectronics is fully developed at ST's India design centre. National Semiconductor has sold geode processor based STB solutions to some key customers in India. Just few days back Bharti Airtel has selected Broad Com's satellite Set Top Box system on a chip solutions to power its direct home to home TV service. Therefore we can say that India's TV and consumer market is sure to present some pleasant surprise opportunities to the semi conductor and other electronic component Companies.
Objectives of the Project
The primary purpose of the research is to gain an insight on taste and the consumer behaviour when it comes to an installation of Set Top Box. Through our research we have tried to locate the specific qualities which the consumer prefer while going for a DTH and set top box service. It can be said beyond any shadow of doubt that price, quality and durability are the three main aspects which influences a consumer while buying a product.
Amongst the 90 million expected subscribers in 2012 more than 50% buyers will belong to a mediocre income level. So the aim of the research is to provide an insight to the kind of service that can be provided at a minimum cost in order to capture the more of the mediocre market. For this purpose we have designed the questionaires in such a way so that it reflects the choices of the consumers not only in terms of the kind of service they look forward to but also taking the price factor into consideration as well. Moreover, the kind of research tool that we have utilized in order to generate the results will yield the highly correlated factors which reveals some specific consumer preferences. This in turn is helpful, in determining the quality of service that can be provided and it provides a scope for further improvement. As mentioned earlier repeatedly. Our basic aim is to gain an insight of the consumer choices. It will also help in determining the prospective customers of set top box in India. Hence there are two basic objectives of this study.
Locate the section of population that may be a potential customers for this Set Top Box Service. b) Find out the causes (e.g. Socio-Economic, Psycological causes, habits etc.) for which customer's interest about Set Top Box differs from individual to individual.
Sources and Tools of Data Collection
Primary data: The data is gathered through a survey based research approach with the help of a questionnaire. The respondents lie within the age of 22-51 years . Questionaires have some pertinent advantage over some other types of surveys which is why it was selected as a research tool. They are economical, do not require as much effort as in verbal and telephone survey and often have standardized answer to make it simple to compile data. It is also easy for the respondents to file the questionnaire rather than think extensively and answer it in depth interview questions.
Secondary Data: These sources are books, articles, various web sites and research papers.
Sampling Techniques: Random sampling methods were used to collect the data as the questionaires are distributed. The targeted respondents ranged from 22-51 years of age . Simple Random sampling is used because each individual is choosen randomly and entirely by chance, such that each individual has the same probability of being choosen at any stage during the sampling process, and each subset of k- individuals has the same probability of being choosen for the sample as any other sub set of k individuals .
Sample Size: Regarding the sample size question, generally a sample of fewer than 50 observations would not factor analyze and preferably the sample size should be 100 and larger. For this reason we have taken 105 observations. As a general rule the minimum is to have at least five times as many observations as the number of variables to be analyzed, and the more acceptable sample size would have 10:1 ratio.
Scale used in Questionnaire: 15 different questions were asked in order to know the respondents perception regarding various aspects which come into play while they think about the DTH service. A FIVE POINT LIKERT SCALE was used and the respondents were asked to rate where -2 represents strongly agree and 2 represents strongly disagree.
The population of this study encompassed mostly students, the purpose to involve students included to get an idea about the perception of the youth about the Set Top Box in the Indian context. The result of surveying this population produced an effective sample size of respondents.
In the assessment of 21 variables, which assess consumer perceptions and choices about the entertainment media were measured in a five point likert scale in which respondents were asked to indicate their perceptions. The respondents were asked to fill a questionnaire mentioning the factors measuring their perception. In the research respondents were intercepted and asked to participate in a survey.
Prospective customer : The communication company has several of ideas about who are the potential customers for this service. They think that the highest potential is among television viewers who own video recorders and rent video films. They think that users of competitive services such as cable and DTH services might be potential customers. But the company believes that people who prefer to go out to the cinema or to the theatre are not good prospects and the customer must be urban.
Video owners: The first step is to find out how many owners of video recorders there are in the sample by running a frequency table, which is shown in Figure 1 . The table shows that 105 questionnaire forms were entered. 64 respondents do not own video recorders, which represents 61% of the total respondents. 40 respondents own video recorders and are 38.1% of the respondents. 1 (or 0.9%) of the respondents did not answer the question, so no data was entered. Without including this 1 in the analysis of video ownership, the column labeled Valid Percent tells us that about 61.5% do not own video recorders and about 38.5% do(approximately one third of the population only).If management is right, and the sample does represent the population, 38.5% represents a very low prospects for the company.
Project By ANANYA MUKHERJEE, GLOBSYN BUSINESS SCHOOL