A survey of media consumer market segmentation practices used by television stations in Kenya
This management project surveyed the consumer market segmentation practices used by television stations in Kenya. The project was to determine whether TV stations do segment their customers, and the variables they use as criteria for effective market segmentation to achieve their objectives. The research design used was descriptive .The population of interest was all commercial TV stations in Kenya. The sample consisted of this entire population hence a census study was carried out. Thirteen TV stations were targeted to respond but only eleven responded. One respondent from each TV station filled the questionnaire. This was either the Marketing manager or any senior person in the organization who handles marketing activities. Primary data was collected using a structured questionnaire that was administered by “drop and pick” method and email method after prior arrangements. The data collected was analyzed using descriptive statistical methods like frequencies, percentages, mean scores and standard deviations. The results were presented by using tables for ease of understanding. The finding from the study demonstrates that all TV stations in Kenya do segment their consumer markets (viewers) and this makes them to develop different programmes for different target audiences. The study also reveals that demographics are the most widely used segmentation variable in consumer market segmentation. The study recommends constant monitoring and analysis of various consumer market segments in order to cope with stiff competition and dynamic unique customers in the media industry. Similar study can be conducted in print media or in one television station only or in other countries. This is because the study covered only television stations in Kenya. There were limitations in the study because most marketing managers were busy in meetings and sales presentations; therefore some managers were not able to fill the questionnaires. Out of 13 questionnaires only 11 were filled. Some managers were suspicious because they thought that the researcher had been contracted to work for competitors, the researcher had to take time to convince them that the project was only for academic purpose. The combination of marketing mix and segmentation strategies leads to customer satisfaction.