Factors that influence consumer preference of television stations by public primary school teachers in Langata division, Nairobi

Abstract

The urban viewer especially in Nairobi has an abundance of channel choice because of the number of new television stations and proliferation of alternative entertainment sources (such as the internet, video rentals, digital radio and the mobile phone). The viewer decision making process is influenced by both internal and external factors that can be measured by the viewer’s choice of channels, programs and the number of repeat visits or the level of awareness. 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 purpose of the study was to determine the preferred television stations, and factors that influence consumer preference of television stations by public primary school teachers in Langata Division. This study was a cross sectional survey undertaken among the public primary school teachers in Langata Division. A sample size of 56 public primary school teachers was surveyed. A questionnaires was used to collect the data. Data was analyzed using descriptive statistics such as the frequencies, mean and the standard deviations. The study found out that Citizen TV was preferred by majority of the teachers. The study further found that news coverage, the type of programs aired, TV station presenters, and clear reception of the TV station signals as the major factors that influence preference of Television stations by public primary school teachers in Langata Division. The study recommends that the government should encourage and reinforce production and airing of local programs by television stations and also reinforce and encourage media houses in News coverage. It further recommends that more vetting should be done for programs before airing them to determine the audience and to ensure their relevance in meeting the viewers’ needs.