Personal Factors and Satellite Television Choice Behaviour in a Typical Emerging Economy (Published)
This study focuses on the nexus between personal factors and satellite television choice behavior in a typical emerging market like Nigeria. Empirical investigation that examines the nexus between personal factors and satellite television choice in a typical emerging market like the south-west Nigeria is highly under-reported hence, this study aimed at filling this gap in literature. In order to achieve this, descriptive survey was adopted while the study population comprised active subscribers of some selected satellite television providers in South-west Nigeria. Stratified sampling was employed as the sampling technique while questionnaire was the research instrument. Multiple regression was used to test the hypothesized relationship between the variables of study. It was revealed that economic status, personality and lifestyle have positive and significant effect on the choice of satellite television. However, family life cycle stage did not have a significant effect on the choice of satellite television. It was concluded that this study provided empirical evidences that support the necessity of personal factors in the course of chosen satellite television in a typical emerging market. It was recommended among others that the satellite television marketers should strongly consider the personal factors of the actual and potential subscribers in the process of designing their market offerings.
Keywords: Emerging Market, Lifestyle, Nigeria, Personality, choice behavior, economic status, family life cycle stage, personal factors, satellite television