Subscriber's motivating factors to use DTH services in Coimbatore city

Direct to Home (DTH) which has become the buzz word few years back paved a way for revolution of how the consumers wanted to watch the television as it gives independence to the customer to choose the channels they want to watch and for different channels they pay a rental and this rental differs depending on the package they take. Therefore, the study throws light on the socio-economic background of the DTH Users; examine the factors motivating the subscribers to purchase the DTH Services; identify the problems faced by the users and suggests remedial measures. The data collected from 50 respondents they were selected by adoptive purposive sampling technique at Saibaba Colony and K.K. Pudur of Coimbatore during November 2103 to December 2014. The study reveals that the majority of the respondents prefer to buy DTH services because of its good signal, special offers, reasonable price, easy to recharge, reliability and more channels. The respondents faced problems like extra payment for additional channels, poor performance during rainy seasons, unable to see local channels and poor customer service. Hence, the DTH service providers must pay attention to customer service, picture clarity, reasonable price rather than other factors to satisfy the consumers.