Abstract
In the buyer’s market today, business concerns have to make a lot of efforts to sell their product and establish their survival. It may be basically due to changes in attitude of consumers towards buying products and changing business world. Every human being is changing time to time according to the changing trends in every day’s life. The biggest changes occurred in consumer products, new and innovative technology has used to satisfy the consumers. In this content the study is taken up with the various DTH services which have considerable share in the market. This paper reveals the customer perception towards DTH services in Coimbatore city and it also helps to analyze the competition exist in the market regarding DTH services. The study is focused on the four kinds of DTH services namely, Sun direct, TATA sky, Dish TV, Big TV. The task of the study is to know the preference of the users in Coimbatore city among these various services. Various tools used to analyse 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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