Factors influencing the viewership of local television content in Kenya: a case of Nairobi County
Date
2016
Authors
Kilonzo, Ndanu
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
This study’s main aim was to determine factors that influence the viewership of local content
in Kenya. Companies are interested in knowing about consumer preference towards their
products because attitudes influence consumers’ purchase and consumption intentions. By
measuring the factors that influence viewer’s preferences, television stations can develop
marketing strategies that are responsive to customer’s needs and wants thus gaining a
competitive advantage. The study adopted a descriptive survey research design and the
population for this study was 3,138,295 people living in Nairobi. Using multistage stratified
random sampling a sample size of 385 individuals was surveyed, and this study managed to
get 120 responses, which were analyzed. A semi-structured questionnaire was used in the
data collection and analyzed using descriptive statistics methods such as the frequencies,
means and the standard deviations. The findings revealed that a positive relationship exists
between viewership of local TV content and the following independent variables: Content
quality, consumer perceptions and demographics while a negative relationship exists between
viewership of local TV content and distribution platforms. The study recommended
duplication of this study in other areas in Kenya particularly rural areas to look at more
factors like the effects of culture on viewership of local TV content.
Description
Submitted In Partial Fulfillment of the Requirements for the
Degree of Master of Business Administration
Keywords
Television content, Content, Viewership, Nairobi County, Marketing strategies, Local content, Distribution channels, Government policies