The Effect Of Brand Personalisation On Consumer Choice Study Of Kenyan Television Industry
Kabiru, Allam M
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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.
University of Nairobi