Browsing by Author "Magala, James"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Media regulations and perceived customer value in Uganda: a case of study vision group media
    (Kampala International University, College of Humanities and social sciences., 2018-05) Magala, James
    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.