Factors influencing the choice of a product/service: a case of radio audience in Nairobi
Mbaria, Rebecca Njumbi
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With the liberalization of airwaves in Kenya, many radio stations have emerged and others are bound to join the fray. This has brought about stiff competition within the industry as the audience has a wide selection of programs to choose from. Like consumers of other products and services, the radio audience must decide whether to listen to the radio, which station to listen to, what time, why and where to listen to the radio. The audience decision is crucial to the stations since like other businesses, the success of the station is highly dependent on the audience. Most of the radio stations are commercial in nature and hence rely on advertisers and sponsors to generate income. The advertisers on the other hand determine the medium to use depending on the number of target audience that medium has. The knowledge of the audience becomes crucial to the radio stations since for them to attract the advertisers, they must amass large audience. They must therefore know their audience and their preferences. This research aimed at identifying factors that influence the choice of a radio station among the audience. The research focused on residents of Nairobi since they have greater access to majority of the radio stations. The findings of the research were analyzed both quantitatively and qualitatively. From the findings, Kiss emerged as the most favorite station among listeners while some stations remained highly unpopular to the audience. In terms of programs, music, documentaries, and news featured as very important in the selection of a station while weather updates faired poorly. Station and program preferences also seemed to differ among different respondents.
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