| dc.description.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
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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. | en |
