• M.KARTHICK KUMARAVEL
• Dr. J.Stephen Davis

India is one of the biggest DTH (Direct To Home) service providers in the world. The requirement is very high because of the high population and the increased number of viewers. The low cost of DTH when compared to other local cable providers is also one of the main reasons for this substantial growth. In the buyers’ market today, business concerns have to make a lot of efforts to sell their product and establish their survival. TV user experience is becoming more and more demanding day by day. Consumers and buyers play a vital role in the market. So this study helps to find out the subscribers decisions towards DTH services. The main objective of the research is to study the factors affecting subscribers’ decision towards DTH services and also, to study the level of satisfaction about DTH services. Sample of 160 DTH householders, are selected on the basis of random sampling method. The primary data were collected directly with the help of an interview schedule from the Tirunelveli district DTH householders. This study takes the account of brand image, price, clarity of picture, number of channels, offers, sound clarity, availability of cable services, drawbacks of cable services, computability, affectability, influence of friends, influence of family, influence of advertisement, states symbol, life upgrade, freedom to decision making, quality of services, DTH customer care services, variety of services package, duration of recharging period, add-on services, mode of recharge and technology advancement as a factors to affect the decisions. The present study reveals that the most of the factors are affecting the subscribers’ decisions. And also subscribers are having a good satisfaction level to their decisions.

DTH, Decision Making

"A study on factors affecting subscribers decision towards DTH services in Tirunelveli District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.689-692, June 2019, Available :http://www.jetir.org/papers/JETIR1907556.pdf

"A study on factors affecting subscribers decision towards DTH services in Tirunelveli District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp689-692, June 2019, Available at : http://www.jetir.org/papers/JETIR1907556.pdf