Application of Fishbein model using predictive analytics for measuring purchase intention of the DTH consumers

Abstract

The Indian direct to home (DTH) industry has seen an exponential rise due to the mandatory digitalisation and the internet penetration in the country. The objective of this paper is to use the Fishbein model in order to understand various service attributes that influence the purchase intention of the DTH customers and to test empirically the hypothesised relationship between the attributes and the purchase intention. A survey was conducted on 480 DTH customers to understand the factors that affect their purchase intention. Factors analysis and regression analysis has been used to analyse the data. Though a lot of research has been conducted on customer experience management (CEM) yet the idea of computing purchase intention for the DTH industry using the Fishbein model is a novel and unexplored idea. The results will help DTH operators in prioritising the service attributes from the customer's engagement point of view.