The Effect Of Brand Personalisation On Consumer Choice Study Of Kenyan Television Industry
Abstract
This study sought to investigate on brand personalization and the effects of brand
personalization on consumers’ choice of television channels. This study was guided by two
objectives; to determine the extent of brand personalization of television channels in Kenya
and to examine how personalization influences consumers’ choice of television channels in
Kenya. This study adopted a descriptive survey design of household television viewers in
Nairobi. The study used a sample of 100 from the Ruaraka region of Nairobi Kenya. Primary
data was collected through use of questionnaires which were designed on the basis of the
research objectives. The questionnaires were administered by me in order to capture all issues
required and also to avoid a low response rate. Data collected was quantitative in nature and
it’s analysis was carried out using descriptive statistics using the Statistical Package for
Social Sciences(SPSS) as the data analysis tool. The results of the study show that media
houses have in Kenya have adopted brand personalization as a strategy to tailor their
offerings to the needs and tastes of the individual customers. Further, continuous content
personalization increases choice of television channels which in-turn influences the
viewership. Content personalization features more on television channels and viewers have to
be reminded of the existence of personalization by continuous exposure. The study concludes
that success will go to companies that deliver rich and personalized cross-channel experience
to consumers and personalization is the best opportunity for attracting, retaining and building
loyalty with consumers. This study further recommends television channels should monitor
their customer actions in real time so as to bring personalization to the truly intimate level.
Television channels ought to personalize not only the content they display to their consumers
but also the type of service they offer, either across your whole channel or just on sections
should be deemed outstanding.
Publisher
University of Nairobi