Consumer perception of repositioning strategy adopted by nation television

Abstract

The objective of the study was to determine the consumers' perception of the repositioning strategy adopted by Nation Television. To satisfy the research objectives the author used a descriptive research design comprising a sample of cross sectional consumers. Primary data was collected using structured and semi-structured questionnaires. The questionnaires were self administered. The target respondents persons who have been exposed to the television station in the period before and after the re-branding exercise. Once the pertinent data were collected the researcher carried out analysis of the same using percentages and frequencies. Where appropriate, the study results are presented in pie charts and graphs. The results of the analysis revealed that most respondents learnt of the changes through television and newspaper (95% and 71% respectively). The study established from the findings of the analysis that all the respondents were aware of the change of name from Nation TV to NTV (mean score 1.0). The new logo in the NTV logo was known by all respondents (mean score 1.0). The study established that nearly 100% respondents were aware of the change in slogan of the television from Activate Your Vision to Turning On Kenya, (mean score 1.1) The study found out from the results of the an-al.ysis that the respondents perceived well changes that took place in NTV. This is evident from the results of the analysis which revealed that the respondents indicated that they considered strongly that NTV is characterized with the statement that "NTV's new image is appealing" and "the station's new colours are memorable" (mean score 1.9 and 1.8 respectively). The analysis also showed that respondents indicated that NTV was characterized by statements as "the animation of the stations new logo is better than before" and "the station's new-set are modern", (mean score 2.0). The study recommends that before undertaking the repositioning strategy the x company should inform its consumers of the changes that are expected and explain why it is necessary to reposition. The first limitation of the study was the fact that it was a sample study. Samples do not completely represent the characteristics of the population. Secondly, the response rate of 95% might have reduced the accuracy of research findings. Lastly, some respondents did not provide all the information thus depriving the study of some required data.