Browsing by Author "Kanyango, Timothy Gichu"

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    Effects of Television Advertisements on the Consumption Patterns of the Populace Case Study of KIU Students
    (Kampala International University, College Humanlities and Social Sciences, 2006-06) Kanyango, Timothy Gichu
    The study aimed to identify whether television commercials for telecommunication products and services influence the consumption behaviors/attitudes Kampala International University students. The area of study was Kampala International University, an institution of higher education located in Kampala town in Uganda. The researcher has chosen the University intentionally. These students are male and female above the age of 16 years. They were diverse in terms of tribes, religion, political orientation, income levels, social status, preference and tastes, family background and nationality. The majority of the respondents showed that they watch television at the rate everyday in a week. This group of respondents comprised 46.8% of the total number of respondents. However, a great deal of respondents, gave a specific comment and attribute to the television adverts on MTN Uganda alone. A total of33.3% of the respondents said, "Only MTN television adverts are good and attractive". Although this is a positive response towards television adverts, the researcher is trying to investigate their influence to the consumption patterns to the populace, it has raised an issue that, MTN Uganda seem to dominate the media in its advertising campaigns, that is why, most people have noticed more of MTN television advertisements than any other mobile telecommunication company in Uganda. The study discovered that Television advertising provides satisfactory information to people on various product and services provided by the advertisers and have managed to persuade' people to change their attitudes and habits on consumption. Therefore, the major recommendation resultant from the study is that there should be high restrictions on using the media especially television to advertise products or services, media houses should formulate policies to restrict bad advertisers so that they can protect their audiences form being manipulated by these bad advertisers.