INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)
The objective of our research is to gain a deeper understanding of the factors that impact the decision-making process of Indian consumers when it comes to subscribing to Over the Top (OTT) services. The adoption of Over-The-Top services by customers is determined by various factors, including their perception of the service's ease of use, cost, quality of customer support, and current social trends. The study included 252 individuals from India who chose to use an OTT provider as their source of entertainment. The results of this research have important implications for management. The study employed frequency analysis to examine the correlation between demographic variables and the factors that impact customers' service preferences.
Keywords:
OTT services, Over The Top, Indian customers, consumer behaviour, content quality, affordability, user experience, social influence, regional content, vernacular offerings.
Cite Article:
"The Indian Perspective: Unravelling Key Factors Influencing OTT Service Preferences", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 5, page no.g271-g279, May-2023, Available :http://www.ijnrd.org/papers/IJNRD2305633.pdf
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ISSN:
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
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