Effects of Branding Practices on Consumer Choice of Dstv

Abstract

The objective of this study was to establish the effects of branding practices on consumer choice of DSTV pay TV services in Nairobi County The study adopted a descriptive survey of selected subscribers of multichoice Kenya Ltd .The target population was five regions referred to as Zones within Nairobi County from households who use DSTV services and only those persons who have enjoyed multichoise pay TV services for more than three months were included in the study. The regional offices of multichoice limited which serve the residents in the target areas provided a list of all their customers.The study used convenience sampling as the population is very diverse and is geographically dispersed randomly. The study targeted 100 viewers drawn from the entire county.The study used primary data collected by use of questionnares. Analysis of data was done using descriptive statistics and simple regression to describe and compare findings.After the analysis was done,a report was generated to show the branding practices adopted by Dstv as a brand influences greatly their consumers choice.On to the extent to which employment and income affect the use of Dstv,it was identified that those factors did not change the consumers choice to purchase the product.however it was also noted that age,family size and lifestyle were key elements on the choice of Dstv Bouquets preferred by different members in the family.The study also identified that various branding practices by Dstv and other other marketing activities carried out by Multichoice as a company have a heavy bearing on consumer purchase decisions. The following conclusions were made from the study.Income does not determine a purchase of certain goods and services and Consumers will consider such company activities as pricing, distribution, promotion and product features in making consumption choices The study recommends that further research needs to be done on the influence of branding practices on customer satisfaction. The author believes that there is a relationship between the nature of the branding practices a company invests in and the level of resultant customer satisfaction are related. It is therefore necessary that such a relationship be documented.