A Comparative Study Of Customer Preferences Towards Tata Play And Sun Direct In Tenkasi District

Authors

  • P.K. Ajit
  • Tamil Selvi B

Keywords:

DTH Services; Customer Preference; Tata Play; Sun Direct

Abstract

The present study aims to compare customer preferences towards Tata Play and Sun Direct in Tenkasi District. The study is based on primary data collected from 165 customers through a structured questionnaire using convenience sampling. The study focuses on the factors influencing customer preference, the level of preference, and the problems faced by customers. Factor analysis identified four major dimensions, namely Price & Package, Channel & Content, Technical Quality, and Service & Brand. The study found that Tata Play has a comparatively higher level of customer preference than Sun Direct. The findings also indicate that subscription cost, signal quality, attractive offers and customer service are important areas that require attention from DTH service providers..

Downloads

Download data is not yet available.

References

[1] Gopalakrishnan, R., & Praveen, S. V. (2023). A study on customer satisfaction towards DTH services. International Journal of Research Publication and Reviews, 4(8), 3198–3201. https://doi.org/10.55248/gengpi.4.823.52061

[2] Jayashree, S., & Sivakumar, R. (2013). A study on customer perception towards DTH services in Coimbatore city. IOSR Journal of Business and Management, 8(1), 10–14. https://doi.org/10.9790/487X-0811014

[3] Kaur, H., & Singh, S. (2017). Perceived service quality and consumer satisfaction: An empirical study from Direct to Home (DTH) TV industry. Indian Journal of Marketing, 47(8), 31–45. https://doi.org/10.17010/ijom/2017/v47/i8/117431

[4] Sharma, A., & Sharma, R. (2013). Perception and satisfaction with Direct to Home services: A comparative study in Gujarat, India. International Journal of New Innovations in Engineering and Technology.

[5] Sutha, T., & Jayanthi, R. (2013). A comparative study on the various Direct-to-Home (DTH) service providers in Chennai. Indian Journal of Applied Research, 3(7), 146–148

Downloads

Published

2024-12-07

How to Cite

1.
Ajit P, Selvi B T. A Comparative Study Of Customer Preferences Towards Tata Play And Sun Direct In Tenkasi District. J Neonatal Surg [Internet]. 2024 Dec. 7 [cited 2026 Sep. 23];13(1):2597-603. Available from: https://jneonatalsurg.com/index.php/jns/article/view/10608

Issue

Vol. 13 (2024): Journal of Neonatal Surgery

Section

Original Article

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

You are free to:

  • Adapt — remix, transform, and build upon the material for any purpose, even commercially.

Terms:

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.