DSTV Consumer Behaviour

dust aims to give So Much More to their clients and they do this with the creation of an effective racketing strategy. They ass people who demand a high level of entertainment with a variety of program bearings such as Movies, Music, News, Comedy, Documentaries etc, for the entertainment of their clients thus creating and delivering value to the customer. The customer may choose what they penury to watch whenever they motive to watch It, whether at home or on the move with various Innovations such as the decoder at home and the Walk which may be used on the move.With all the innovations they have throw in up with and made money off, frame still aims to better he environment they work in whether it is improving the lives of people through charity organizations or CSS. patter has created employment for people of Africa and opportunities for Africans such as the Face of Africa competition, New Directions Initiative and the creation of Channel O which accentes on the musical talents of any(prenominal) of Africans crush musicians. body has also created multiple initiatives focused on improving the lives of people living in South Africa such as giving access to water to people without and making green houses for the people of South Africa. DUST rated and Installed the playful system In multiple schools throughout South Africa. This system combines the energy of children who would play on a Roundabout Playful which would produce water as they play, this water Is then used by the children for drinking purposes and it is used to water the food gardens areas to create a green environment.DUST has already provided over 5000 trees for low-pitched income households and community areas in the country. (anon B) Market Analysis Customers Users Demographic core LSI 8 10 Gender 50% Male 50% Female Age 6 18 Years Selectors Demographics ore LSI 8- 10 Age 20 35 years Payers Demographics Age 25-arrears Organizations Capabilities Strengths DUST offers over 90 tak e and 78 Audio Channels Innovative They have introduced busy TV I. E.Drifts, Drifts USB, Walk, Drifts (Lisles Notes) DUST is technically Advanced South Africans Leading major planet Pay Television Brand (Lisles Notes) Weaknesses DUST offers too many options in its Premium Bouquet DUST Premium is expensive and the cheaper DUST compact offers little entertainment Dusts is difficult to navigate and troubleshooting problems such as loss of signal uh to mechanical failure are difficult to fix Opportunities A acquireing Mobile Entertainment market The online media streaming trends Technological advancement e. . HAD Television, Smartened APS that allow you to stream media, AD TV. Threats People sack back to traditional entertainment e. G. Children choosing to play outside instead of watching TV Piracy e. G. vile pictorial matters being sold at traffic lights being substituted for DUST Box Office Competitors e. G. Estimates which has over 7 million Current Competitors Cinema e. G. S teer-Senior, Memento etc. TOP Walking on Water On Digital MediaE-sat Talked Media Future Competitors Nettling Provider of on demand online streaming media Numb Television They aim to offer 150 Channels HAD Channels Catch-up/On Demand Service Youth Stream videos online TVs being capable to connect to internet meaning consumers can stream videos online The Environment Economic Forces Petrol price subjoin means some items depart become more expensive which may force some to write up back on luxuries e. G.Changing from DUST Premium to Compact in order to save money Technological Forces Introduction of Smartest which may connect to the internet Smartness becoming trend in South Africa, DUST Mobile customers may increment. Legal Forces Laws that allow/disallow the broadcasting of certain events e. G. Oscar Posteriors Trial may increase DUST viewers Environmental Forces Weather patterns changing, more rain means DUST signal will be affected, which affects the per recoilance of the netw ork. Segmentation DUST operates in the Satellite TV Market. They have chosen to focus on mainly the entertainment and education segments of that market (Anon C).This market is one that provides consumers with amusement in the form of Game Shows, Sport, Music, Movies etc, as well as insight and knowledge in the form of Documentaries, News and knowledge Programs. The best way to segment the DUST market would be to place a group of single(a)s who office a similar set of needs and want together and provide them with programming that would best converge those needs. (Moray Roberts L. ) This segment would be targeted at children below the age of 10 years. These children are part of the core LSI (LSI 6 8).Theres no cultural, racial limitation to the group and the programs featured in this Segment would include channels such s Cartoon Network, Disney and Nickelodeon for Entertainment purposes as well as channels such as the Learning Channel for Educational purposes. I choose to segment in this manner because this would allow DUST to effectively target children more and provide higher quality religious services to the parents and the children watching the shows which would best capable Dusts slogan So Much More. DUST premium This segment is targeted at adult Males and Females between the ages of 40 50 years.This individual is at the prime of their life and needs a high level of service and value for money. This individual is part of LSI 8- 10 and has a high ranking position in their workplace. This individual gets to enjoy all of Dusts offerings exclusively at any time of day. These individuals may watch DUST on their own or with their family/friends. DUST compact This segment is targeted at young adult males and females between the ages of 20 25 years. These young individuals are students and cannot afford to pay Premium prices but would like to enjoy some of Dusts offerings.This segment focuses purely on entertainment e. G. Reality shows, game shows, music and series. They get to watch their darling shows in their apartments/flats or on their smartness. These individuals are part of LSI 7 9 and are generally into verbalise about celebrities and the latest gossip. DUST Cinema This segment is targeted at adult Males and Females between the ages of 30 40 years. These individuals love watching the latest movies and with the price of cinema tickets increasing they would benefit greatly from an affordable movie ticket in the comfort of their own home or while on the move.These individual are social and can e found in restaurants with their family or friends but would prefer to watch movies at home where there are less people and more comfort. Conclusion DUST has been able to grow its market over the years by creating effective marketing strategies that satisfy the consumers needs. This has increased the amount of fast(a) customers they have and through thorough understanding of their customers behavior they may continue to make the righ t decisions when it comes to what their customers want and need as well as what they offer. References Bridal Paramus S. Roberts-Lombard M, 2012, Consumer Behavior, 2nd Edition, Marketing, 12th edition, Pearson Education Inc, 10 February 2014 Anon A, http// unbranded . Co. AZ/news/broadcasting/81013-dust- more-subscribers- more- money. HTML, 15 February 2014 Anon B, http//www. melancholy. Co. AZ/Melancholic/ view/Melancholic/en/page 24238, 17 February 201 5 Anon C, http// www. Superabundant. Com/AZ/index. PH? 17 February 2014 Anon D, HTTPS// www. BC. swell/?Joneses/overhead. HTML, 23 February 2014 Gill Model, 2013, http// grubstake. Co. AZ/2013/05/09/did-top-TV-ever-stand-a-chaw once-Ana lays is-of-dusts- strengths-weaknesses, 24 February 2014