This project is a case study of Nigeria
Television Authority (NTA) Enugu, to evaluate the efficiency of its television
service marketing.
The specific objectives addressed in the study includes:
-
To determine whether this television house is giving better services to
customers or viewers.
-
To find out if viewers and advertisers are actually satisfied with the services
given by Nigeria Television Authority (NTA).
-
To ascertain the reasons why advertisers prefer to patronize Nigeria Television
Authority (NTA).
-
To determine the factor limiting the performance of the television house in
offering better service to its customers.
-
To attain the objectives, the researcher collected both primary and secondary
data by the use of questionnaire and oral interview. To present and
analyze the data, tables, frequencies and percentages were used. The 2
score was used to test hypothesis since this is test for difference of means.
After analyzing data and
testing hypothesis the research came up with the following findings.
-
Viewers agreed that NTA offers better programmes because of its network
strategy.
-
Advertisers prefer using NTA because of its wide reach
-
The problem of in sufficient find and lack of equipment and facilities affect
the NTA.
-
Relatively, the personnel in NTA are not better motivated.
-
The political interferences also affect the quality of services offered by NTA.
Based on the above findings the
researcher recommends the following for the Nigerian Television Authority
(NTA).
-
The federal government should provide enough fund for renovating and purchasing
new facilities and equipment.
-
More variety programmes should be added.
-
The salaries and allowances of its personnel should be further enhanced to keep
them from quitting the television house.
-
New films and documentaries should be purchased in order to attract the
customers attention.
1.0
Introduction
1.1
Background of the Study
1.2
Statement of the Study
1.3
Objectives of the Study
1.4
Research Hypothesis
1.5
Scope of Delimitation of the Study
1.6
Significance of the Study
1.7
Definition of Terms
2.0
Literature Review
2.1
Meaning and Characteristics of Services and their Marketing Implication
2.2
Background and Establishment of Television Service in Nigeria
2.3
Types of Television Programmes and the Benefits of Television House
2.4
Strategies for Service Marketing
3.0
Research Methodology
3.1
Area of Study
3.2
Population of the Study
3.3
Sample and Sampling Procedure
3.4
Instrument for Data Collection
3.5
Validity of Research Instrument
3.6
Method of Administration of the Research Instrument
3.7
Method of Data Analysis
4.0
Data Presentation and Results
4.1
Presentation and Analysis of Data
4.2
Hypothesis Testing
5.0 Discussion of Findings,
Recommendation and Conclusion
5.1
Discussion of Findings
5.2
Recommendation
5.3
Conclusion
5.4
Limitation of the Study
REFERENCES
APPENDICES
LIST OF TABLE AND FIGURES
A. Respondents agreement
as to whether they tune to NTA channel 8 or not.
B. Viewers indication as
to whether they tune to NTA often than not
C. Viewers Indication of
the quality of service offered by NTA
D. Agreement of
consumers as to whether NTA offer better service.
F. Advertisers
rating of the reach of the television house.
G. Opinion of television
personnel as to whether the government has provided adequate funds to run NTA.
H. Agreement of
respondents as to whether personnel in NTA are well motivated to reach high
quality service.
I.
Respondents agreement as to whether political consideration or interference by
the government negatively affects the quality of service by NTA.
CHAPTER ONE
1.0 INTRODUCTION
The success of any organization depends on
whether such an organization recognizes the most important aspect of business,
and that is customer or consumer satisfaction. Consumer satisfaction
should be the first thing to think about before one thinks of profitability.
That is why professional marketers always say that the consumer is at the
center of all marketing effort.
Consumer satisfaction therefore makes it necessary for an organization to be
marketing oriented. The organization must not only practice marketing but
it must be efficient in its practice of marketing. That it must use the
right strategies and marketing must to offer total product benefits and
satisfaction to consumers. This is very necessary if the organization
must survive, from and remain competitive.
The practice of efficient marketing is considered to be very crucial in all
establishments, not just a selected few. A television house should
practice efficient marketing in order to attract viewers and advertisers
important today in Nigeria where viewers and advertisers have become very
sophisticated and selective in the channel they patronize. The recent
promulgation of the media ownership decree, allowing private individuals to own
and operate broadcast media (Radio and Television) has introduced another
dimension in media competition. It now becomes imperative that Nigeria
Television Authority house should undertake efficient marketing of its service
or else it will lose its viewers and customers.
Coming to Enugu State, where we have the Nigerian Television Authority (NTA),
which is owned and managed by the Federal Government of Nigeria.
This research is a comparative study of the organization to evaluate how
efficient the organization is in the marketing of its service, how it stands on
consumers rating scale, could it be said to be practicing efficient marketing
and is its viewers or customers satisfied of its services?
1.1 BACKGROUND TO THE STUDY
The researcher evaluated the marketing
efficiency of the Nigeria Television Authority with respect to the services it
renders to consumers.
With reference to NTA Enugu, the Federal Government solely owns all the
television stations under NTA. Almost all the states in Nigeria, except
the recently created ones have either NTA or state owned television station.
Until recently, ownership of television stations in Nigeria was open to
government only. Before the formal take over of all television stations
by the Federal Government in 1976, some states in the federation owned and
managed television stations. The Nigerian Television Authority (NTA) act
of 1976 entrusted ownership of television station in the Federal
Government. The NTA broadcasting was subsequently inaugurated to run all
the then existing stations. By the time of military government, 17
television stations were in operation and they were commercially
operational. There was then plan to have television station in each state
capital. This has been achieved except for the recently created states.
So, we have the Nigeria Television Authority (NTA) channel 8 Enugu, operating
in Enugu St ate. UHF channels were allocated to state governments while
the Federal Government has the monopoly of VHF.
1.2 STATEMENT OF PROBLEM
We have entered an important era in
television broadcasting. This is as a result of the approval given by the
Federal Government to private persons to own and operate broadcast media.
Licenses have already been given to some and now we have some private media
already established such as “MINAJ” television house in Obosi, Anambra State,
Igbinedion Television house in Benin City, Edo State (ITV) and African
Independent Television (AIT) Lagos.
With this current development, it is clear that there will be intensive
competition between the federally owned NTA, state owned TV House and Privately
owned T.V. outfits. To survive and stay afloat, each of these television
houses has to practice strategic and efficient marketing. Viewers and advertisers
are now very selective and will only patronize the channel that offers them
satisfaction.
To what extent then is the NTA house in Enugu conscious of this competitive
situation in the marketing of its services? Is it efficient in the marketing of
its service to viewers and advertisers? Is it customers satisfied?
1.3 OBJECTIVE OF THE STUDY
The researcher aims at carrying out a study on Nigeria Television Authority
(NTA) with a view to finding out how efficient the television house is in the
marketing of its service.
The following objectives guide the researcher in carrying out the research:
1.
To determine whether the NTA house is giving better services to its customers
or viewers.
2.
To find out how efficient the organization is marketing its services.
3.
To find out if viewers and advertisers are actually satisfied with the services
given by the NTA.
4.
To determine the factors limiting the efficient marketing of services in the
television house (NTA)
1.5 RESEARCH HYPOTHESIS
The following hypothesis were tested in order to establish the efficiency of
television marketing by NTA.
H0: Customers are not
satisfied with the quality of NTA programmes
H1: Customers are
satisfied with the quality of NTA programmes
H0: Customers
(viewers) are highly aware of NTA television services
H1: Customers
(viewers) are not highly aware of NTA television services.
1.5 SCOPE OF THE STUDY
In carrying out the study, the
researcher limited himself to Enugu Metropolis using the Nigerian Television
Authority (NTA) in Enugu. The researcher tried to disclose the efficiency
of television services marketing of NTA from the point of view of the
management, employee, viewers and advertisers.
1.6 SIGNIFICANCE
OF THE STUDY
The result of this study will be of immense help to the Federal
Government and Nigerian Television Authority in Enugu in particular. It
is aimed at ascertaining the efficiency of the television outfits – how do
consumers rate the services of Nigerian Television Authority.
The findings of the research
will help to establish whether Nigerian Television Authority is efficient in
marketing television services. This is necessary in order to ensure that
consumers will continue to patronize its channels.
Television is a powerful media
for reaching the citizenry. In the government development programme, the
citizens have to be carried along. They are to be informed, enlightened
and educated on government policies and programmes. And this can only be
done if viewers tune to channel 8, where the quality of programmes offered by
the channel is not satisfactory to the viewers, they are likely to ignore
watching programmes, especially those who have video sets may take to watching
films and other recorded documentaries.
At this time, when the of
“cabee” has been introduced, there is the danger that consumers will prefer
tunning to only “CNN” Via MINAJ. Hence, this study will help the
government to make improvement on the quality of television services offered to
consumers in order to retain their patronage.
The recommendation of the study
if implemented will equally to ensure that government owned television houses
remain competitive in this era when private television houses are springing up
in the country and aspiring to gain viewership and customer.
1.7 DEFINITION OF TERMS
PROMULGATION: To make known to the public or general
populace. Oxford Minreference dictionary compiled by Joyce M. Hawkins.
DATA: This refers to a collection of unprocessed
items which on their own do not convert any meaning.
Fundamentals of Data Processing by Nnenna B. Ani.
MONOPOLY: This means the right to supply something
to the public by a particular body.
International Economics by Adam Smith.
CITIZENRY: Refers to the group of people who live in
a particular city, town, area or country.
International dictionary of
English by Cambridge University Press (1995).
SATISFACTION: This simply means benefit one derived from
a product. Principles of Marketing Practice Hall International Inc.
Eaglewood Cliff, Ed. By Kotler
Philip and Armstrong (1989)
INAUGURATE: Admit to Office ceremonially, begin (an
undertaking), Open (a building etc) formally.
Oxford Minireference
Dictionary. Compiled by Joyce M. Hawkins.
RESPONDENT: This is a person who answers a request for
information.
International dictionary of
English by Cambridge University Press (1995).
Department | Marketing |
Project ID Code | MKT0031 |
Chapters | 5 Chapters |
No of Pages | 58 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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