"A STUDY ON CONSUMER PERCEPTION TOWARDS TATA PLAY DTH AT TUMKUR CITY"

International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 121 “A STUDY ON CONSUMER PERCEPTION TOWARDS TATA PLAY DTH AT TUMKUR CITY” Mr. Praveen Kumar T. M Assistant Professor, Department of MBA, Shridevi Institute of Engineering and Technology, Tumkur, Karnataka, India | ✉ [email protected] Ms. Vanitha M. L 2nd Year MBA Student, Department of MBA, Shridevi Institute of Engineering and Technology, Tumkur, Karnataka, India | ✉ [email protected] ARTICLE INFO ABSTRACT ©2025 RS Publication Paper ID: IJRMF68EBAD9D14EE6 Received: 2025-09-13 Published: 2025-10-13 DOI: https://dx.doi.org/ 10.5281/zenodo.1734 3477 Page No: 121-136 Direct-to-Home (DTH) television services have become an integral part of entertainment in India, offering viewers greater channel variety, improved picture clarity, and valueadded features. Tata Play, being one of the leading DTH providers, has built a strong presence in both urban and semi-urban areas. This study investigates Tumkur City's consumers' attitudes and perceptions of Tata Play DTH. The study highlights important factors that influence customer satisfaction, including cost, channel options, dependability, customer care, and service quality. Along with information from secondary sources, a structured questionnaire was given to Tata Paly users in Tumkur in order to collect data for the study. According to the findings, customers view Tata Paly as a reliable, creative service provider with a favorable brand image. However, issues related to subscription charges and package flexibility affect consumer attitudes. The study suggests that by improving affordability and providing more customized channel choices, Tata Play can further enhance customer satisfaction and strengthen its competitive edge in the Tumkur market. Keywords: consumer perception, Tata Play, DTH,service quality, customer satisfaction, brand image,picture quality, sound quality, International Journal of Research in Management Fields Available online on http://rspublication.com/IJRMF/IJRMF.html ISSN (P) 2577-1876 (O) 2577-4274 Cite This Paper: Ms. VANITHA M L AND Mr. PRAVEEN KUMAR T M (2025). "A STUDY ON CONSUMER PERCEPTION TOWARDS TATA PLAY DTH AT TUMKUR CITY". INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT FIELDS (IJRMF), vol. 9, no. 5, 2025, pp. 121-136. DOI: https://dx.doi.org/10.5281/zenodo.17343477 International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 122 INTRODUCTION: For many years, television has been one of the most widely used forms of entertainment and information in India. With the growth of technology, the shift from traditional cable connections to Direct-to-Home (DTH) services has significantly changed the viewing experience of consumers. DTH offers advantages such as digital picture and sound quality, a wide range of channels, interactive features, and better reliability compared to conventional cable networks. Tata Sky, launched in 2006, is among the leading DTH service providers in India. It has built a strong brand reputation by offering multiple channel packages, high-definition services, and customer-friendly features. Even while Tata Play is widely accepted, customer attitudes and perceptions might differ based on a number of variables, including overall satisfaction, cost, customer service, and service quality. Tumkur city, being a growing urban center, provides an ideal setting to study how consumers evaluate Tata Play services. In addition to helping Tata Play enhance its products, knowing consumer sentiments gives them insight into what customers in semi-urban areas want. Therefore, the purpose of this study is to examine how Tata Play users in Tumkur perceive and feel about the service, emphasizing important elements that affect their loyalty and watching preferences. RESEARCH METHODOLOGY: The study of primary data takes the surveys. By using Google form by framing the questionnaire related to the study objectives. The secondary data takes place through surveys, papers and books respectively. The practical sampling technique is used to collect data from the 100 respondents. The data that was acquired is shown in the tables. LIMITATION: Time constraints The survey has a maximum sample size of 100. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 123 REVIEW OF LITERATURE: 1. Pavitra Patil (2017): A city-level study of Tata play subscribers in Jalgaon highlights marketing practices (promotions, advertising), technical reliability and prompt local service as key influences on customer attitude and satisfaction; the author recommends stronger local after-sales support to reduce churn. The research frames findings around service-quality and attitudeformation constructs. 2. Renjith R. (2016): Research from Kerala examines usage patterns across DTH providers and shows that consumers value the technological benefits of DTH (better picture/sound, choice of packs), while adoption is shaped by awareness, perceived usefulness and availability of regional content; the paper notes rapid subscriber growth and recommends mapping feature-use by segment. 3. Madan, Gupta & colleagues (2015): Reliability and responsiveness (technical uptime and helpline effectiveness) are highly correlated with customer satisfaction and loyalty, according to a Delhi NCR service-quality study that applies SERVQUAL dimensions to DTH. The authors advise giving priority to those operational touch points in order to gain a competitive edge. 4. J. Jayashree & A. Sivakumar (2013) : Their survey of 300 DTH users in Coimbatore finds that price, picture clarity and channel variety are the top drivers of choice; Sun Direct led local market share while Tata Paly scored well on perceived service quality. The paper uses descriptive stats, Chi-square and Garrett ranking to link demographic groups with satisfaction levels. 5. Mahesh Patel & Mitesh Patel (2011/2012) : A comparative Gujarat study finds that both urban and rural subscribers view DTH as superior to cable on picture quality but still see it as costlier; interestingly, demographic variables (age, income, occupation, gender) had little effect on overall satisfaction in their sample. The authors used factor analysis and hypothesis tests to reach these conclusions. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 124 OBJECTIVES:  To analyze the awareness level of TATA Play DTH among consumers  To assess consumer satisfaction towards TATA Play services  To understand consumer preferences compared to other DTH providers  To identify factors influencing customer loyalty and switching behavior SOURCE OF DATA: Primary data The sample size consists of 100 responders. DATA ANALYSIS AND INTERPRETATION: TABLE NO 1: Table displaying your familiarity with TATA PALY DTH services SL NO Factors Number of respondents Percentage 1 Yes 87 87 2 No 13 13 Total 100 100 ANALYSIS: According to the table, 13% of respondents are unaware of Tata Play DTH services, whilst 87% of respondents are aware of them. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 125 GRAPH NO 1: Graph displaying your familiarity with TATA PALY DTH services INTERPRETATION: The graph indicates that while a tiny percentage of respondents are unaware of Tata Play DTH services, the majority are. Effective marketing techniques including TV commercials, social media advertising, and word-of-mouth recommendations may be the cause of this high level of awareness. Limited awareness among some groups could be due to lower exposure to digital or television media, particularly in rural areas. Overall, this indicates that Tata Play enjoys strong brand presence and recognition among consumers in the surveyed area. TABLE NO 2: Table illustrating how you learned about TATA PLAY DTH for the first time SL NO Factors Number of respondents Percentage 1 Television advertisement 40 40 2 Social media 28 28 3 Friends/relatives 22 22 4 Online websites 8 8 5 News papers 2 2 Total 100 100 87% 13% Yes No International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 126 ANALYSIS: The table indicates that 40% of respondents first learned about Tata Play services through television advertisements, 28% through social media, and 22% through recommendations from friends or relatives. GRAPH NO 2: Graph illustrating how you learned about TATA PLAY DTH for the first time INTERPRETATION: The graph shows that television commercials were the primary source of information for the majority of responders for Tata Play DTH. While recommendations from friends and family are crucial for fostering trust and swaying decisions, digital channels are also becoming more and more significant for disseminating product information. All things considered, television commercials continue to be the most successful way to spread the word about Tata Play DTH, while traditional print media has the least influence.. 0 5 10 15 20 25 30 35 40 45 Television advertisement Social media Friends/relatives Online websites News papers International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 127 TABLE NO 3: Table showing how is your overall satisfaction toward TATA PLAY SL NO Factors Number of respondents Percentage 1 Very satisfied 22 22 2 Satisfied 47 47 3 Neutral 29 29 4 Dissatisfied 2 2 5 Very dissatisfied 0 0 Total 100 100 ANALYSIS: According to the table, 29% of respondents are neutral, 22% are extremely satisfied, and 47% are satisfied with Tata Play's services. GRAPH NO 3: Graph showing how is your overall satisfied toward TATA PLAY 0 5 10 15 20 25 30 35 40 45 50 Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 128 INTERPRETATION: According to the graph, the majority of respondents are happy with Tata Play's services, most likely as a result of features like excellent picture quality, a large channel variety, quick customer care, and dependable support. Neutral responses may represent users who consider the service average, possibly due to pricing or occasional service issues. Rare technical issues or delays in complaint processing may be the cause of a small percentage of unsatisfied respondents. Most consumers say they have a good overall experience with Tata Play services. TABLE NO 4: Table outlining the factors that led you to select your present DTH service provider SL NO Factors Number of respondents Percentage 1 Competitive pricing 19 19 2 More channels 25 25 3 Good reviews 35 35 4 Family/friend recommendation 12 12 5 Easy installation 9 9 Total 100 100 ANALYSIS: According to the table, 35% of respondents say that positive reviews are the main reason they choose their current DTH service provider, 25% say that a larger range of channels is the reason, and 19% say that competitive pricing is the main factor. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 129 GRAPH NO 4: Graph outlining the factors that led you to select your present DTH service provider : INTERPRETATION: The graph indicates that most respondents chose their current DTH service based on good reviews, making this the key factor in their decision. A preference for more channels shows that consumers value a wide range of content and entertainment options. Competitive pricing is also important, though not the primary reason for selection. While easy installation implies that convenience plays a supportive role in the decision-making process, recommendations show the impact of word-ofmouth marketing. TABLE NO 5: Table indicating whether you want to move to a different DTH provider soon SL NO Factors Number of respondents Percentage 1 Yes 44 44 2 No 35 35 3 Not sure 21 21 Total 100 100 0 5 10 15 20 25 30 35 40 Competitive pricing More channels Good reviews Family/friend recommendation Easy installation International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9, Number 5 -2025 DOI: 10.5281/zenodo.17343477 Original Article 136 CONCLUSION: The study on consumer perception and attitude towards Tata Play DTH in Tumkur city shows that customer opinion is shaped mainly by service quality, pricing, availability of regional content, and after-sales support. While many subscribers appreciate the picture clarity, channel variety, and brand image of Tata Play, they also expect more flexible and affordable packages that suit local needs. Regional language channels, transparent billing, and timely customer service remain key factors in improving satisfaction and loyalty. The findings highlight that consumers in semi-urban areas like Tumkur are both price-sensitive and service-conscious, making it important for Tata Play to balance cost efficiency with quality delivery. Overall, the study finds that Tata Play can improve its market position and forge closer bonds with Tumkur city viewers by bolstering regional offers, maintaining open lines of contact, and emphasizing customer-centric procedures. REFERENCE: 1. Hindustan Times. (n.d.). Dish TV, Tata Play show brand power. 2. LiveMint. (2025). DTH in decline: Companies continue to lose revenue as customers tune out of linear TV and take to OTT. 3. DreamDTH. (2019). Tata Sky, ABP News emerge as India's most consumer-focused DTH, TV brands in 2019. 4. The Indian Express. (2020, November 11). Tata Play leads DTH market with more than 30 percent market share: TRAI. 5. Kaleeswari, S. (2019). A Study on Consumer Awareness of DTH Service. International Journal of Multidisciplinary Research Review, 4(1), 354–357.