Media Regulations and Perceived Customer Value in Uganda Case of Study Vision Group Media

ABSTRACT 

This study focused on the media regulations and perceived customer value in Vision Group Media in Uganda. The objectives of the study were to; examine how media regulation is managed in Uganda, establish the level of media commitment among media houses and examine the relationship between media regulation and perceived customer value. A case study design was adapted using both qualitative and quantitative approaches. The study was carried out in Vision Group Head office in Kampala with a sample of 122 respondents who were randomly and purposively chosen from a study population comprising of 176 respondents. Data was analyzed using SPSS version 19.0. The findings of the study show that there was a significant positive correlation between media regulations and customer perceived value (0.424). The findings also indicate that the company complied with media regulation practices as shown by (74.51%) response. The findings on the level of clients commitment on different product platforms offered by VG indicates that (74.48%) of the respondents are committed. The indicators are high on VG rates matching Industry standards (50.8%); management of client’s feedback (5 1.6%) and VG print products catering for audience needs across all categories (50%). The findings from indicate a significant positive correlation between media regulations and customer perceived value (r =0.24). The study recommends that; Vision should continue developing flexible media mix aimed at reaching consumers across the country as each market niche has varying needs, therefore niche marketing tactics should be developed to access these markets. Vision Group and other media houses in general should focus attention on telling brand stories in snippets, with different narrative styles and a balance of information and entertainment, thus allowing consumers to find different pieces in different places.

TABLE OF CONTENTS

DECLARATION

APPROVAL

DEDICATION

ACKNOWLEDGEMENT iv

TABLE OF CONTENTS

LIST OF TABLES ix

LIST OF FIGURES x

LIST OF ABBREVIATIONS AND ACRONYMS xi

ABSTRACT

CHAPTER ONE 1

INTRODUCTION AND BACKGROUND TO THE STUDY 1

1.0 Introduction 1

1.1 Background to the study 2

1.2 Statement of the Problem 3

1.3 Purpose of the study 4

1.4 Objectives of the study 4

1.5 Research questions 4

1.6 Scope 4

1.6.1 Content scope 4

1.6.2 Geographical scope 4

1.6.3 Time Scope 5

1.7 Significance of the study 5

1.8 Conceptual Framework 6

Figure 1: Conceptual framework 6

CHAPTER TWO .7

LITERATURE REVIEW 7

2.0 Introduction 7

2.1 Theoretical Review 7

2.2.0 Media regulation 7

2.3 Media Commitment among Media Houses 9

CHAPTER THREE 12

METHODOLOGY 12

3.0. Introduction 12

3.1 Research design 12

3.2 Study population 12

3.3 Sampling techniques 12

3.4 Sampling procedure 12

Table 3.2: showing number of respondents 13

3.5 Sources of Data 13

3.6 Research Methods 14

3.7 Data Collection Instruments 14

3.8 Validity and reliability of instruments 15

3.9 Data analysis 15

3.10 Ethical considerations 16

3.11 Limitations of the study 16

3.12 Chapter Summary 17

CHAPTER FOUR 18

DATA PRESENTATION, ANALYSIS AND INTERPRETATION 18

4.0 Introduction 18

4.1 Characteristics of respondents 18

Table 2: Background information of respondents 18

4.2 Descriptive analysis .20

4.2.1 Media Regulations 20

Table 3: Measuring media regulation 20

4.2.2 Media Commitment 23

Table 4: measuring media commitment 23

4.2.3 Perceived Customer Value 25

Table 5: Measuring perceived value for money 25

4.3 Establishing relationships 27

4.3.1 Correlations 27

Table 7: Correlations 27

4.3.2 Regression analysis 28

4.3.2.1 Model summary 28

Table 8: Model summary 28

4.3.2.2 Coefficients 29

Table 9: Coefficients (a) 29

4.3.2.3 Likelihood ratio Tests 30

Table 10: Likelihood Ratio Tests 30

CHAPTER FIVE 31

DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS 31

5.0. Introduction 31

5.1.0 Discussions 31

5.1.1 The level of relationship between media regulation and customer perceived value .. 31

5.1.2 The relationship between Media commitment and customer perceived value 31

5.2 Summary of the findings 33

5.2.1 The level ofrespondent’s performance based on the study constructs 33

5.2.1.1 Media regulations 33

5.2.1.2 Media commitment .33

5.2.1.3 Perceived customer value 34

5.3 Conclusions 34

5.4 Recommendations 35

5.5 Areas for further research and study 36

REFERENCES 38

Anderson, E.W., & Mittal, V. (2000).Strengthening the satisfaction—profit chain 38

APPENDICES 44

APPENDIX 1: QUESTIONNAIRE 44