Journal Issues

Abstract

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Marketing is the science of Choosing target markets through market analysis and market segmentation, as well as understanding superior customer value.

Keywords: Customers, Mysore Sandal soap and Satisfaction.

Abstract

     Over- the-top platforms or OTT platforms  are streaming platforms that deliver audio, video or audio-visual content through the internet.  Theses platforms do not  use the usual cable or the satellite signals like the traditional television.  Any kind of content will be delivered through the internet. As technology is fast growing and internet is accessible to the majority of the population, Over-the-top (OTT ) platforms have carved their niche in the entertainment market. The Study on customer preference towards Amazon Prime, and Hot star among the masses of Tiruvannamalai was done to find the acceptance of the OTT platforms and the under lying influencing factors.  The statistical tools like descriptive statistics were used to analyze the collected data through survey with help of a self designed questionnaire.  The findings of these studies gave conclusive status of the customer acceptance and preference of the OTT platforms in Tiruvannamalai with a higher preference towards Netflix among the masses.