Factors influencing the viewership of local television content in Kenya: a case of Nairobi County

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dc.contributor.authorKilonzo, Ndanu
dc.date.accessioned2016-10-05T12:38:03Z
dc.date.available2016-10-05T12:38:03Z
dc.date.issued2016
dc.descriptionSubmitted In Partial Fulfillment of the Requirements for the Degree of Master of Business Administrationen_US
dc.description.abstractThis 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.en_US
dc.identifier.urihttp://hdl.handle.net/11071/4786
dc.language.isoenen_US
dc.publisherStrathmore Universityen_US
dc.subjectTelevision contenten_US
dc.subjectContenten_US
dc.subjectViewershipen_US
dc.subjectNairobi Countyen_US
dc.subjectMarketing strategiesen_US
dc.subjectLocal contenten_US
dc.subjectDistribution channelsen_US
dc.subjectGovernment policiesen_US
dc.titleFactors influencing the viewership of local television content in Kenya: a case of Nairobi Countyen_US
dc.typeThesisen_US
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