A survey of consumer segmentation practices of radio stations in Kenya

Abstract

This project surveys the consumer market segmentation practices among radio stations in Kenya. It was focused to establish; whether radio stations segment their customers the variables they use and the process of segmenting customers, so as to satisfy their varied needs and wants. Descriptive research design was used. The population of interest was all radio stations in Kenya. A census study was conducted. Out of 32 radio stations targeted, only 25 responded. One respondent from each radio station was interviewed and this was the marketing manager or any other senior officer handling marketing activities. Primary data was collected through use of structured questions which were administered using drop and pick later method and also mailing for radio stations outside Nairobi. Data collected was analysed using frequencies, percentages, means and standard deviations. The research findings indicated that all radio stations in Kenya segment their listeners with provision of different radio programmes. This implies that radio audiences' preferences are varied. The study also revealed that both demographic and behavioural variables are widely used consumer. .s.egmentation bases in the radio sub-sector. The study recommended sustainable segmentation research by all radio stations, since listeners' tastes and preferences are ever changing. As such, further research on segmentation practices among radio stations is necessary, since modem listeners are enlightened on their rights, peruse radio programmes and would only prefer programmes that conform to their values. Further to the above, similar studies could be carried in other sub sectors of the media industry. The limitations of the study came as a result of most marketers in radio stations being out in t he field prospecting for customers. Thus, t hey had 1imited time tor espond tot he questionnaire. Vlll