A Benefit Based Segmentation of Radio Audiences in Nairobi: a Case Study of University Students
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Date
2000-08Author
Gacenga, Francis N
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
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
Citation
Masters of Business Administration, University of NairobiPublisher
University of Nairobi, School of Business