Research Works on
“Factors Influencing The Adoption of Bangladeshi TV Channels”
Submitted To
Dr. Md. Abdul Momen Assistant Professor
Department of Business Administration
East West University, Dhaka, Bangladesh
Submitted By
Shanawaz Sharif 2012-2-10-014
SajjadHossain 2012-2-10-034
Imran Hossain 2012-2-10-047
Md. Fakhrul Islam 2012-2-10-040
Md. Shajadur Rahaman 2012-2-10-031
Md. Shahadat Hossain 2012-2-10-158
Date of Submission: 5th of April, 2016
Letter of Transmittal
April 5. 2016
Dr. MD. Abdul Momen
Assistant Professor
Department of Business Administration
East West University
Subject: Submission of the Research Report
Dear Sir,
With great pleasure, we are submitting this report. This marketing research report contains true scenario of “Factors influencing the adoption Bangladeshi TV Channels”. This report may not reflect the whole picture of television industry but it may reflect the main scenario.
We are grateful to you for giving us such an important assignment, which helped us to understand research activities; it will be helpful for our careers. This report is built by our true effort.
Sincerely Yours,
Shanawaz Sharif 2012-2-10-014
Sajjad Hossain 2012-2-10-034
Imran Hossain 2012-2-10-047
Md. Fakhrul Islam 2012-2-10-040
Md. Shajadur Rahaman 2012-2-10-031
Md. Shahadat Hossain 2012-2-10-158
ACKNOWLEDGEMENT
First of all we would like to our gratitude to Allah. Thereafter we would like to express our thankfulness and indebtedness to our honorable course instructor, DR. Md. Abdul Momen, Department Of Business Administration, East West University (EWU). With his inexhaustible guidance, valuable advice, continuous inspiration, constructive criticism and generosity he helped us to carry out this report successfully.
Finally, we would like to thank to all group members that directly or indirectly helped us to provide and accumulate all the necessary information for the accomplishment of this report.
Executive Summary
This is a Research report which is made on the basis of the factors influencing the adoption of TV channels to the youth. The objective of the proposed study is to know about any area which we took survey of the young generation and try to take their opinion what they want to see in television. The methodological approach to this study is both primary and secondary date based on dependent & independent variables. The secondary data was collected through the internet-various websites of the organization. This term paper is very useful for our course “marketing research” because we need to know and figure out what are the factors which influences our youth to adopt TV channels it also helped us to experience an interaction with the participates who helped us a lot in our survey and share their opinion with us. With this report we can find the current scenario of the youth and we can understand they are not so interested in television and this position is grabbed by internet. But some factors can add more values which can bring back those television viewers again.
Background of Study:
The research is about the factors those are influencing the adoption of Bangladeshi TV
channels. And our research work is basically targeted the Youth generation.
Youth is cream of any society. They are the asset of any country. Now days, we can see that,
the young generation are too much addicted on Device related entertainment. Facebooking,
Gaming, Online Chatting or other virtual ways are common way of their entertainment. TV
channel specially Bangladeshi TV channels are avoided by them. Why?
In our research work, we got multiple reasons behind that issue.
Objective of the Study:
Primary Objective:
The primary objective of the study is to analyzing the factors which is influence the adaption
Bangladeshi TV channel, with the applications of research concept and marketing strategies
and tactics.
Secondary Objectives:
The secondary objectives that are set by us while preparing the term paper are-
Find out which TV channels people are most prefer.
Find out the lacking that people are lose their attraction on national TV channel.
Find out out why people are more attractive on foreign TV channel.
Understand people’s behavior about Bangladeshi TV channel.
Find out out how much we spend time for watching Bangladeshi TV channel.
Analysis which independent variable people are more like to watch on TV like: sports,
news, reality shows, and movie/documentary?
And Ensuring the target audience who we make for TV program.
Problem Statements:
Here we are analyzing the factors influencing the adaption of Bangladeshi TV channel. At the
present time we find out that Bangladeshi people are spend lots of their time watching foreign
TV channel. They are very much attractive on foreign TV Channel and becoming our culture
replace to their culture. In marketing perspective marketer are very much want to know
which TV channels people are watch more for their promotional activity. Because they invest
lots of money for this promotional event and they want to minimize it as much as possible.
Another issue is how much Bangladeshi people are enjoyed TV program for their
entertainment purpose like talk shows, reality shows etc. There is no freedom on TV channel
because they cannot unleash the information of any political party who is on power. And
occur miscommunication with general people when TV channel telecast false news.
Sometime we cannot find out who are our target audience for making the TV program.
Another problem is youth are also looking for Indian channel, advertising duration is much
longer than particular channel for specific program. Youth also spend their leisure time for
using internet not TV.
Significance of Study:
In the recent past, In our country TV channels were one of the popular way of entertainment.
In that time, lots of educative program, reality show, Drama etc were telecast in our TV
channels and people were enjoyed those program. After the invention of new electronic
devices, the attention on TV channels is gone. Especially, the young generation aren't much
comfort with TV shows rather than they love the virtual ways of entertainment. So, in our
research work, we found the factors those are influencing the adoption of Bangladeshi TV
channels. We thought our findings of that research work are the significance of this research.
And Our T.V channels can uses our findings to gather the young audience again.
Introduction:
TV Channel is now one of the most important sources of entertainment for youth people. The
first television signal broadcast in Bangladesh was in 1964 by the then state-owned television
network PTV. And after the liberation war of Bangladesh the name of PTV become had
changed in BTV. From then onwards BTV had a virtual monopoly source of entertainment
until the late 1990s. In 80-90s TV was first used to be the main entertainment source. Mostly
for news, drama, sports. But now in the age of globalization the entertainment media has
increased significantly in the form of magazines digital media (Face book, YouTube, Twitter
etc) which are also popular in Bangladesh. In the mean time many of sate light TV channel
has arrived.
INDEPENDENT & DEPENDENT VARIABLES
What's a variable?
A variable is an object, event, idea, feeling, time period, or any other type of category you are
trying to measure. There are two types of variables-independent and dependent.
A variable is anything which can assume different numerical values, usually in magnitude or
strength. Experimental research involves a high degree of control over the variables, and
control helps us to establish causal relationships if they exist.
A researcher manipulates the level of the independent variable and measures the change in
the value of the dependent variable. Both the independent and dependent variable must be
able to assume two or more values.
Independent variable
An independent variable is exactly what it sounds like. It is a variable that stands alone and
isn't changed by the other variables you are trying to measure.
The Independent is the variable directly manipulated by the researcher, to determine whether
it influences behavior. The researcher controls, and sets the levels of the independent variable
in accordance with aspects of the environment and the independent Variable being studied.
The level of the Independent variable is what makes the experimental and control groups
different. For example, an independent variable may be how intense a shock "feels". The
control group may be independent variable a lower level or, no shock at all, whereas the
experimental group may be independent variable a higher intensity shock.
In our research independent variable is:
News, Movies, sports & reality shows, are be independent variables in our project. People of
all ages love to watch these programs. But correlation among all of them is very important if
we want to provide our TV viewers that show what they want to watch on television
channels.
Dependent variable
Just like an independent variable, a dependent variable is exactly what it sounds like. It is
something that depends on other factors. The Dependent Variable is a well-defined aspect of
behavior (a response) that is being measured. It is not set by the researcher, but depends on
the behavior of the participant and the environment in which it is being studied.
In other words, the dependent variable "depends" on the independent variable. If the value of
the dependent variable changes in some systematic way as the independent variable is
manipulated, there may be a relationship between the two variables.
Dependent variable in our research:
Why people want to watch these types of programs and what will be their desire to watch,
We want to get updated with television & we all have to consider that TV channels is the core
component in our entertainment, Majority of our population watch TV channels to watch
news, drama serials, movie, documentary, cartoons, sports, and other programs. It’s very easy
and popular to use and our culture adopt it as a daily part. If we want to deliver something
better to our television viewers we need to update & upgrade our programs.
(Independent variable) causes a change in (Dependent Variable) and it isn't possible that
(Dependent Variable) could cause a change in (Independent Variable).
Graphical Model:
Graphical models are visual. They are used to give an short idea about the independent variables and dependent variables. For the topic“Factors influencing the adoption Bangladeshi TV Channels”, a graphical model has been established which consists of dependent variables and independent
variables. With the help of graphical model, the relationship between the variables has been tried to show. The dependent variables are Adoption Of a TV Channeland the independent variables are Sports, News, Reality shows and Movies.
Hypothesis development:
Through Exploratory Research, we have identified some triggering factors base on our
sample like- Education, Sports, News, Reality Shows and Documentary. These factors may
create significant influence on the peoples while choosing a program to watch on tv channel.
To measure the influence of those factors and perception of customers, we conduct some
Hypothesis (Ho). Let’s find out the and Ho:
According to the decision rule: accept null hypothesis (H0) if the significant level of the
variable is greater than (0.05) significant level, and reject (H0) if the significant level is equal
or less than (0.05).
H1: Relevant news influence viewer for adopting a TV channel.
News is a very important factor which attracts people to watch a TV program. It helps
customer to know about the important current issues. People like to watch news from those
channels which publish relevant, true news.
H2: Reality shows influence viewer for adopting a TV channel.
Reality shows telecast what is real. In today’s world people get very less time for their
leisure. So people watch those tv channel which telecast different talent hunt shows, debate
competition, singing competition etc.
H3: Sports influence viewer for adopting a TV channel.
People who love different kinds of sports trends to watch TV channels which telecast live
sports and different sports related talk shows etc.
H4: Movie influence viewer for adopting a TV channel.
Movie lovers always watch different types of movies in their free time. So the channel which
telecast good movies has a positive relationship with the viewers who love to watch movies.
METHODOLOGY:
Introduction:
A research methodology is a framework or blueprint for conducting the marketing research
project. It details the procedures necessary for obtaining the information needed to structure
or solve marketing research problems. On the basis of that, I design my research project as
following us first will conduct an exploratory research. This will basically be an interview of
some people. We plan to take this interview to get a general idea about viewer perception
about the most influencing factor of a tv channel which attract them. This will help on
problem discovery and problem definition part which will lead to the research designing part.
After this, the primary data collection method will be conducted by a Survey. This will use
descriptive research method because it best fits our research. Descriptive research will give us
the answer of who, what, when, where, how questions and will also help us to find out about
the viewer behavior.
Data collection and field work:
In our research work, we will mainly use primary data through the respondents. And there is
no initial plan to use any secondary data in our data collection method. Questions to the
respondents will be in three categories, this are-1. Dichotomous questions (yes or no method)
2.Multiple choice questions and 3. Liking scale questions (Strongly disagree-D-N-A-Strongly
agree) and most of our question is based on "5 point liker scale question model". To establish
the data collection method further interview may be conducted if necessary.
Data Analysis Method
Analysis calls for the formal presentation or putting the data we collect into an actionable
form. Each data collected needs to be analyzed correctly, or it can lead us to misleading
answers and thus to a mislead hypothesis. Careful consideration should be given when
involving in the process of analyzing. Analysis methods could include association tests,
statistical tests, multivariate measures and descriptive statistics.
All our primary data will be collected through either questionnaire or focus group discussion.
After collection period, we will put all the responses in the SPSS database; in addition, we
will code each and every response according to the SPSS code format. After running the data
inputs in the SPSS, we shall take SPSS's help to further analysis our information. With the
help of the data sheets we may analyze them using various methods like frequency,
percentage count and cross tabulation.
Research Design
A research design is the detailed outline of how an investigation will take place. A research
design will typically include how data is to be collected, what instruments will be employed,
how the instruments will be used and the intended means for analyzing data collected.
Types of research design:
The types of design that we have determined to use in this research proposal is:
1. Exploratory and
2. Descriptive research design.
Exploratory Research:
Exploratory research is research conducted for a problem that has not been clearly defined. It
often occurs before we know enough to make conceptual distinctions or posit an explanatory
relationship.
Secondary data analysis:
We have identified four (4) independent variables; those are sports, news, reality show and
movie. We have identified the factor sports with the sub-variables like live sports, foreign
channel, online live scream, traditional and local games and also we have identified the factor
news with the sub-variables like increase knowledge, scientific invention, education, social
responsibility, informative and real news. We have identified the variable reality show with
the sub-variables like debate shows, learning moral things, knowing true face, participation,
believe and also we have identified the variable movie with the sub-variables like relief from
anxiety, cheapest device, create family bonding, increase knowledge, knowing different
people and place. Also we have developed the variables with the help of international
journals and our honorable faculty.
Qualitative Research:
Through qualitative research we have to identify the relevant demographic and
psychographic factors that may have influence on the preference of the adoption of
Bangladeshi TV channels. We have identified six demographic profiles of respondent; those
are gender, age, educational qualification, occupation, monthly income and family sizewith
the help of our group discussion and our honorable faculty.
DESCRIPTIVE RESEARCH
Descriptive research is used to describe characteristics of a population or phenomenon being
studied. It does not answer questions about how/when/why the characteristics occurred. We
have undertaken a survey to quantify the factors affecting consumers’ preference towards the
adoption of Bangladeshi TV channels.
Data obtained:
We will obtain primary data through our survey by using a structured questionnaire.
Description of our questionnaire:
A questionnaire form has been used as a tool for gathering data. The questionnaire form
prepared by benefitting from the international journals. We have included in the first part (A)
of the questionnaire are questions about demographic and Psychographic information and
multiple choice questions about the preference of gender, age, educational qualification,
occupation, how do they spend their free time, how much time they spend on watching
television, what type of channel do they like most, Do they discuss about the programs with
others, Would they recommend any TV programs to others and so on.In the second part (B),
a Likert scale containing five items will be used (1- Strongly disagree, 2- Disagree, 3-
Neutral, 4- Agree, 5- Strongly agree).
Sampling area and Sample size: We have conducted our survey on 150 respondents. Population can be defined as the entire group of people, event, or things that the researcher desire to investigate. We will survey people mostly from East West University, Rampura, Banasree, Mohammedpur, Mirpur areas as in these area there are a number of respondent was students and job holders.
Scaling and Sampling technique: In the survey questionnaire, we will use Likert Scale. Sampling technique is the shortcut method for investigating a whole population Data is gathered on a small part of the whole parent population or sampling frame, and used to inform what the whole picture is like. We have determined to survey on Young generation people.
Demographic profile:
Demographic is the study of human populations in terms of size, density, location, age,
gender, race, occupation, and other statistics. The demographic environment is of major in-
tersest to marketers because it involves people, and people make up markets. This can
influence the consumer preference and perception about the adoption of Bangladeshi TV
Channel.
Gender:
Frequency Percent Valid Percent Cumulative Percent
Valid
Male 95 63.3 63.3 63.3
Female 55 36.7 36.7 100.0
Total 150 100.0 100.0
Our research program has analyses on both male and female where male respondent was
63.3% and female respondent was 36.7%. As we have taken the sample of 150 respondents
and asked them to answer that what will be their opinion on adaption of Bangladeshi TV
channel.
When we conduct our survey most of the respondent age was less than 25 years old and their
population size is 96.0%. There are some respondent which age among 26-35 years old and
their population size is about 4.0%.
Education Qualification:
Frequency Percent Valid Percent Cumulative Percent
Valid
School level 6 4.0 4.0 4.0
Graduate level 136 90.7 90.7 94.7
Post Graduate Level8 5.3 5.3 100.0
Total 150 100.0 100.0
We have taken the sample of 150 respondents. In our survey school level respondent and post
graduate level respondent was very few in number and the percentage is about only 4% and
5.3% respectively. Most of the respondent was graduate level student that is about 90.7%.
Occupation:
Frequency Percent Valid Percent Cumulative Percent
Valid
Student 147 98.0 98.0 98.0
Private employee 2 1.3 1.3 99.3
Others 1 .7 .7 100.0
Total 150 100.0 100.0
Our survey result shows that there are big number of respondent was student and that is about
98.0% and private employee and others was 1.3% and 7.% respectively.
Average Monthly Income:
Frequency Percent Valid Percent Cumulative Percent
Valid
<15000 BDT 126 84.0 84.0 84.0
15000-25000 BDT 8 5.3 5.3 89.3
25000-35000 BDT 3 2.0 2.0 91.3
35000-45000 BDT 7 4.7 4.7 96.0
>45000 BDT 6 4.0 4.0 100.0
Total 150 100.0 100.0
Our survey result shows that there is big number of respondents average monthly income is
less than 15000 BDT that is about 84.0%, 15000 to 25000 BDT is about 5.3%, 25000 to
35000 BDT is about 2.0%, 35000 to 45000 BDT is about 4.7% and more than 45000 BDT is
about 4.0%.
Family Size:
Frequency Percent Valid Percent Cumulative Percent
Valid
1-3 members 23 15.3 15.3 15.3
4-6 members 117 78.0 78.0 93.3
>6 members 10 6.7 6.7 100.0
Total 150 100.0 100.0
From our survey result we found that respondent’s family 1-3members is 15.3%, 4-6
members is 78.0%, more than 6 members is 6.7%. So here we see most of the respondent’s
family belongs to 4-6 members.
Psychographic profile:
Psychographics is the study of personality, values, opinions, attitudes, interests, and
lifestyles. When a relatively complete profile of a person or group's psychographic make-up
is constructed, this is called a "psychographic profile".
Spend Free Time:
Frequency Percent Valid Percent Cumulative Percent
Valid
Net surfing 37 24.7 24.7 24.7
watching TV 34 22.7 22.7 47.3
Playing Games 34 22.7 22.7 70.0
others 15 10.0 10.0 80.0
Others 30 20.0 20.0 100.0
Total 150 100.0 100.0
We have taken the sample of 150 respondents. Most of the respondent spends their free time
by Net surfing (24.7%), watching television (22.7%), playing games (22.7%), reading books
only (10%), and others (20.0%). So our survey result says that respondent is more likely to
spend their free time by net surfing rather than watching television.
Watching TV:
Frequency Percent Valid Percent Cumulative Percent
Valid <0.5 hour 45 30.0 30.0 30.0
<1 hour 51 34.0 34.0 64.0
1-3 hours 43 28.7 28.7 92.7
>3 hours 9 6.0 6.0 98.7
5 2 1.3 1.3 100.0
Total 150 100.0 100.0
Our survey result shows that respondent’s spend their time on watching TV in a day is less
than half an hour (30.0%), less than one hour is (34.0%), 1-3 hours is (28.7%), more than 3
hours is (6.0%) and five hours is about (1.3%) that is very few in numbers.
Type of Channel:
Frequency Percent Valid Percent Cumulative Percent
Valid
Music channels 54 36.0 36.0 36.0
Movie channels 45 30.0 30.0 66.0
News channels 18 12.0 12.0 78.0
Religious channels 4 2.7 2.7 80.7
Others 29 19.3 19.3 100.0
Total 150 100.0 100.0
Our survey result shows that respondent’s are more likely to watch or spend their time on
music channels which is about 36.0%, movie channels is 30.0%, news channels is 12.0%,
religious
Channels are 2.7% that is very few in numbers. And others like Discovery, National
Geography etc are 19.3%.
Discuss about the Program with others:
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 108 72.0 72.0 72.0
No 42 28.0 28.0 100.0
Total 150 100.0 100.0
Majority (72.0%) of respondent said “yes” that they discuss about the television program
with others. And (28.0%) of respondent said “no” that they do not discuss about the
television program with others.
Frequently watch:
Frequency Percent Valid Percent Cumulative Percent
Valid
Daily 99 66.0 66.0 66.0
Once a week 38 25.3 25.3 91.3
Once a month 3 2.0 2.0 93.3
Once in 3 months 6 4.0 4.0 97.3
Never 4 2.7 2.7 100.0
Total 150 100.0 100.0
Our survey result shows that respondent is watch Television in daily (66.0%), once a week is
(25.3%), once a month is (2.0%), once in 3 month is (4.0%) and never watches is (2.7%). So
we can say majority of our respondent love to watch TV in daily basis.
Factors Analysis
What is Factor analysis?
The Factor Analysis is an explorative analysis. Much like the cluster analysis grouping
similar cases, the factor analysis groups similar variables into dimensions. This process is
also called identifying latent variables. Since factor analysis is an explorative analysis it does
not distinguish between independent and dependent variables. Factor analysis is also used in
theory testing to verify scale construction and operationalization’s. Factor Analysis reduces
the information in a model by reducing the dimensions of the observations. This procedure
has multiple purposes. It can be used to simplify the data, for example reducing the number
of variables in predictive regression models.
Normal Matrix:
The normal matrixes are the matrix which is unitarily diagonalizable is a normalmatrix. If
there is exists a unitary matrix such that is a diagonal matrix. All
Hermitical matrixes are normal but have real Eigen values, whereas a
general normalmatrix has no such restriction on its Eigen values.
Rotated Component Matrix:
Rotated Component Matrix The rotated component matrix, sometimes referred to as the
loadings, is the key output of principal components analysis. It contains estimates of the
correlations between each of the variables and the estimated components.
In our research we do analysis four independent variable. Sports1, Sports2, Sports3 which are
known as Sports. Watching live sports, foreign channel, online live scream for spots are the
factors for sports. News5, News6, News7, News8 which are known as New. Informative
news, Scientific and technological innovative news, educational news, influence to take
social responsibility are the factors for news. Reality_s11, reality_s13, reality_s14 which are
known as reality shows.moral learning, taking part in the show, influential show are the
factors of reality show. Movies20, movies21, movies22, movies23, movies24 which are
known as movie. Here we deduct some variables which is S4, N9, R10, R12 for doing
effective marketing research. S4 means traditional and local sports, N9 means informative
and real news over the world, R10 means debating reality show, R12 means real face of other
in reality shows. In the Table 1, we showed the output of that table.
Communalities:
The sum of the squared factor loadings for all factors for a given variable is the variance in
that variable accounted for by all the factors, and this is called the communality. The
communality measures the percent of variance in a given variable explained by all the factors
jointly and may be interpreted as the reliability of the indicator. Here we take 0.5 is the
standard value to measure aspect question answer for the independent variable. And by doing
research we found that S4, N9, R10, R12 value is below the 0.5 which is not right and we
reject it.
KMO and Bartlett's Test:
The KMO statistic is a Measure of Sampling Adequacy, both overall and for each variable.
As we know that KMO significance standard level is below of the 0.5. After doing research
we found our KMO significance level is 0.00 which is null hypothesis is rejected. That means
our sample size is adequate. In the Table 2, we showed the result of KMO and Bartlett's test.
Hypothesis:
According to the decision rule: accept null hypothesis (H0) if the significant level of the
variable is greater than (0.05) significant level, and reject (H0) if the significant level is equal
or less than (0.05).
H1: Sports influence viewer for adopting a tv channel.
There is not any significant relationship between Sports and Adoption of a TV channel. This
is shown in table no 3 So H1 is rejected and Ho is accepted.
From the analysis we have found that there is no significant relationship between sports and
adoption of a channel with a P-value of .678, which is greater than 0.05. Meaning that people
do not choose TV channel to watch sports.
H2: Relevant news influence viewer for adopting a tv channel.
There is a significant relationship between News and Adoption of a TV channel . This is
shown in table no 3. Thus, H2 is accepted and Ho is rejected.
From the analysis we have found that there is a significant relationship between news and
adoption of a channel with a P-value of .028, which is lower than 0.05. Meaning that people
choose tv channel to watch news. Relevant news publish by tv channel motivate young
viewers perception to adopt a TV channel.
H3: Reality shows influence viewer for adopting a TV channel.
There is not any significant relationship found between Reality shows and Adoption of a tv
channel. This is shown in table no 3. So H3 is rejected and H0 is accepted.
From the analysis we have found that there is no significant relationship between reality
shows and adoption of a tv channel with a p-value of .112, which is larger than 0.05.
Meaning viewer don’t like to watch reality shows and it is not influence them to adopt a tv
channel
H4: Movie influence viewer for adopting a tv channel.
There is a significant relationship between Movies and Adoption of a tv channel. This is
shown in table no 3. so, H4 is accepted and H0 is rejected.
From the analysis we have found that there is a significant relationship between movies and
adoption of a tv channel with a p value of .001, which is lower than 0.05. It means young
viewers like to watch movies and it influence them to adopt a tv channel
Regression
Within the scope of the research examined, a regression analysis has been done in order to
determine the factors that affect the young viewer perceptions about adopting a tv channel to
watch. So we have done a linier regression analysis by adoption as dependent variable and
independent variable as sports, news, reality show and movies.
From the regression analysis, we have also found that the value of R square is .207. That
means independent variables have 20.7% impact over the dependent variable. Adjusted R
square is .185 which is near about R square. The test is significant (Sig was 0.63601 in
ANOVA table-). The difference between R square and Adjusted R is less than .05.
Findings, Hypothesis, Factor Analysis and Results:
In the analysis of the data gathered from the questionnaire, SPSS version 20.0 statistical
software for windows we are used.
Frequency
Among the 150 respondents 63.33% male respondents and 36.67% were female. We have
surveyed respondents from different age group. Among them 96% were from age less than 25
years. 4% were from age between 26-35 years. We have surveyed respondents from different
educational qualification, 4% were from school level , 5.33% were from graduate level, 90.67
% were from post graduate level and. Our respondents were from different occupation, 98%
were student, 0.67 % was private employee and rests of the part are others. They were also
different in average monthly income. 84% people had monthly income below 15000, 5.33%
people had income 15000-25000, 2% people had income 25000-35000 and 4.67% had the
income of 35000-45000 and 4% more than 45000. Number of family members also varied of
our respondents. 15.33% were from the family members 1-3, 78% were from the family
members 4-6, 6.67% were from the family members above 6 members.
Hypothesis Analysis:
So in our Hypothesis analysis we found that, there is no relationship Sports and Adoption of
TV channel. So will reject our alternative hypothesis H1 and accept H0. Finally in our
Hypothesis1 we found that our P-value is .678 which is greater than 0.05 that means people
are not choosing TV channel to watch sports. After analyzing our Hypothesi2 we found that,
there is a significance relationship between News and Adoption of TV channel. Here our H2
is accepted and H0 is rejected. Because our P-value is 0.028 which is lower than 0.05 . So we
will accept our null hypothesis at 0.05 significance level. In our H3 there is no significance
relationship between Reality shows and Adoption of TV channel. Our analysis shows that the
P-value is .112 which is greater than 0.05. So we will rejected our null hypothesis at 0.05
level of significance. In H4 there is a significance relationship between movies and adoption
of TV channel. In our analysis we found that our P-value is .001 which is lower than 0.005.
So we can accept our H4 and reject H0.
Regression Analysis:
From the regression analysis, we have also found that the value of R square is .207. That
means independent variables have 20.7% impact over the dependent variable. Adjusted R
square is .185 which is near about R square. The test is significant (Sig was 0.63601 in
ANOVA table-). The difference between R square and Adjusted R is less than .05.
Recommendation:
The quality of those programs needs to be updated more. As we age, our standards
increase (well, for most of us they do) and also we are more likely to remember the
"best of the best" and compare them to all the new inane drivel that assaults our
senses these days.
There's also the "problem" that there are not that many variations on those programs
which can influence the young people to adopt a television channel, so they should
concern about their quality and should hire some extraordinary creative people to who
can generate new ideas and programs which are more popular in the youth..
Many young people think TV watching is boring now a days, young people can watch
movies music sports on the internet so interest of young people watching television is
reducing day by day.
Normally most number of people have one tv in a house where all the family member
watch programs together, and young people feel shy & think all kinds of program
they cannot enjoy with their family. So this misconception should be demolished.
Now day’s young people like to watch in HD quality so tv channels should increase
their graphics quality.
In this time young people love to be updated, so if TV channels offer new movies in
their TV channels, informative documentary, popular sports, informative news, travel
guide program show be introduced.
Conclusion:
Our study aimed to specify the “Factors influencing the adoption Bangladeshi TV
Channels "Given this context, 4-factors, 5 point likert scale that contains 24 questions
were developed, and a questionnaire was completed by young people, frequencies,
crosstabs, factor analysis, hypothesis test, regression test were used for data analysis.
Our analysis showed that 4 of the independent variables influence the dependent
variable which prefers the perception of young people to adopt TV channels.
Appendix:
Questionnaire
Dear respondent, we are the students of East West University from BBA Department. We are conducting a research to identify the
“Factors influencing the adoption Bangladeshi TV Channels”
Please spare some time to answer the following questions. The information provided by you is purely for research purposes and will be kept strictly confidential.
Demographic
1. Gender:
a. Male b. Female
2. Age:
a. Less than 25 years b. 26-35 years c. 36-45 years
d. 46-55 years e. 55 year or more
3. Educational qualification:
a. No formal education b. School level c. Graduate level
d. Post graduate level e. Professional qualification
4. Occupation:
a. Student b. Govt. employee c. private employee
d. Business man e. Others
5. Average monthly income:
a. Less than 15000 BDT b. 15000-25000 BDT c. 25000-35000
BDT
d. 35000-45000 BDT e. More than 45000 BDT
6. Family size:
a. 1-3 b. 4-6 members c. above 6 members
Psychographic
7. How do spend your free time?
a. Net surfing b. watching TV c. Playing games
d. Reading books/newspaper e. Other……………
8. How much time do you spend on watching TV in a day?
a. Less than half an hourb. Less than 1 hourc. 1-3 hoursd. More than 3 hours
9. What type of TV channel do you like most?
(a) Music channels (b) Movie channels (c) News channels
(d) Religious channels (e) Others……………....(Please specify)
10. Do you discuss about the programs with others?
a. Yes b. No
11. How frequently do you watch TV?
a. Daily b. Once a week c. Once a month
d. Once in every 3 months e. Never
12. Would you recommend any TV programs to others?
a. Yes b. No
StatementStrongly Disagree
(1)
Disagree(2)
Neutral(3)
Agree(4)
Strongly Agree
(5)
Sports
1. Watching live sports influence me to adopt a TV channel.
2. People adopting foreign Channels to watch various sports.
3. Using online live scream for sports is common practice now a day.
4. People also want to watch traditional & local games on TV channels?
Newspaper
5. I like informative news because it helps me to increase my knowledge so it influences my adoption of a channel.
6. News of new scientific invention and technology influence me to get myself updated with that invention.
7. News which was related with my education influences me to watch a TV channel.
8. News helps me to increase my social responsibility and influence me to watch
TV.9. I like the informative and real news about
the overall world and this influence my adoption of a TV channel.
Reality shows
10. I like debate shows on current issue and this influence me to adopt a TV channel.
11. I like reality shows because it help me to learn something moral and that influence me to adopt a TV channel.
12. I like reality shows because it help me to know the true face of others.
13. Reality shows influence me to take part on those kinds of shows so it influences me to adopt a tv channel.
14. I believe in reality shows and it influences me to adopt a TV channel.
Movies
15. I would like to watch movie on TV that helps me to Relief from anxiety as well as monotony and this influence me to adopt a TV channel.
16. I prefer to watch movie on TV because it is cheaper than others and this influence me to adopt a TV channel.
17. I believe watching movie together on Television that helps us to create family bonding among members and this influence me to adopt a TV channel.
18. I like to watch movie on TV because it helps me to increase my knowledge and this influence me to adopt a TV channel.
19. I prefer to watch movie on Television that influence us to Learn about different people and places rather than other device.
Adaption of TV channel
20. It gives family member of all ages an opportunity to spend time togther while watching TV and this influence me to adopt a TV channel.
21. I like television programs as an entertainment part which influence me to adopt TV channel.
22. I agree that from television program I can
learn new things so it influences my adoption of a channel.
23. Television encourage us to have an unhealthy lifestyle by smoking people, eating junk food, drinking alcohol.
24. Discussing with friends and other about television program that influence me to adopt a TV channel.
Table 1 :
Component
1 2 3 4
Sports1 .698
Sports2 .790
Sports3 .650
News5 .785
News6 .769
News7
News8
Reality_s11 .648
Reality_s13 .802
Reality_s14 .789
Movies20 .667
Movies21 .658
Movies22 .770
Movies23 .745
Movies24 .607
Table: 2
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .747
Bartlett's Test of Sphericity
Approx. Chi-Square 525.207
df 105
Sig. .000
Table: 3
Table for hypothesis.
Coefficientsa
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.590 .345 4.608 .000
sports .025 .061 .033 .416 .678
News .183 .082 .188 2.216 .028
Reality_show .099 .062 .123 1.597 .112
Movie .261 .077 .280 3.384 .001
a. Dependent Variable: Adoption ( Table of regration analysis)
Table: 4
Model Summaryb
Model R R Square Adjusted R Square
Std. Error of the Estimate
1 .455a .207 .185 .63601
a. Predictors: (Constant), Movie, Reality_show, sports, New
Table: 5
ANOVAa
Model Sum of Squares
df Mean Square
F Sig.
1
Regression 15.306 4 3.826 9.459 .000b
Residual 58.654 145 .405
Total 73.960 149
a. Dependent Variable: Adoption
b. Predictors: (Constant), Movie, Reality_show, sports, News
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