The Effects of pricing and convenience on audio streaming consumption amongst private university students in Nairobi, Kenya
Date
2022
Authors
Narotso, Precious Veronicah
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Publisher
Strathmore University
Abstract
The objective of this study was to determine the pricing and convenience of audio streaming consumption amongst private university students in Nairobi, Kenya. The Theory of Planned Behaviour (TPB) and Unified Theory of Acceptance and Use of Technology (UTAUT) guided the study. Descriptive research design was adopted as thissurvey’s design. Population of this research included private university students in Nairobi. This study covered primary data from 52 respondents using an online questionnaire. The data was analysed using descriptive statistics. The study found that price and convenience are important factors when choosing the type of medium to listen to music. Students value a no-ad experience, a robust algorithm and premium features, thus paying for a streaming platform’s premium subscription. The respondents, however,did not prefer free methods of music sharing that involved extra equipment like file sharing. Due to the convenient nature of music streaming, many students opt out of pirating because the music is conveniently available on music streaming platforms with little storage space. The study also showed students are not satisfied with the price of physical mediums of music like CDs, cassette tapes and vinyls. Although students prefer listening to music on more portable devices like smartphones, they prefer listening to music at home. This study concluded that convenience and price have a positive effect on music streaming of private university students in Nairobi. The study recommends for music streaming platforms to partner up with event organisers, to make it more convenient for students to buy tickets from the platform’s app. To enhance engagement on music streaming platforms, companies should focus more on the social media aspect of listening to music, encouraging listeners to engage in friend’s music listening activity.
Description
A Research Project Submitted in partial fulfillment of the requirements for the Degree of Bachelor of Commerce at Strathmore University