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

ABSTRACT Direct-to-Home (DTH) television services have become an integral part of entertainment in India, offering viewers greater channel variety, improved picture clarity, and value-added 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,