A Benefit Based Segmentation of Radio Audiences in Nairobi: a Case Study of University Students

Abstract

This is an exploratory case study that attempts to determine the possible segments for a restricted Nairobi radio audience using benefits sought. This case study was on University students in Nairobi. Data was collected using a questionnaire, which was administered to a sample of the University students in Nairobi. The data collected was on a variety of scales ranging from nominal to interval. The interval scaled data was subjected to factor analysis in order to analyse interdependence of the variables while were all considered independent. Two segments or clusters on the basis of benefit sought were identified. The two segments were the knowledge seeking segment and the self-enhancement segment. The segments were identified using Factor Analysis with Promax rotation. The findings of the study can be used in applied research by the media houses that own the radio stations as well as the organisations that use radio in their marketing communications. The results can also be used as a basis for further research. VII