Assessing Consumer Attitude towards Analogue to Digital Migration of Television Broadcasting Technologies in Busiro County: A Case study of Nsangi Parish

Abstract

The main objective of this study was to determine consumer attitude towards analogue to digital migration of television broadcasting technologies. The study further had three specific objectives, one hypothesis and three research questions. Using Fisher's method of sampling, a sample 80 respondents was arrived at. These 80 respondents in this study were selected using a probabilistic technique called simple random sampling from the various villages of Nsangi parish in order for every respondent to be given an equal chance of being selected in the sample to avoid issues related to bias and inconsistence. The data was coded and then captured using MS Excel and imported to SPSS for analysis. This was done to help in generating tables, graphs and charts for interpretation of the data. However, during the use of SPSS, the target variables were analyzed using Univariate and multivariate tools.

The study results therefore shows that; that 60% out of 80 respondents were male, majority of the respondents were single (72%).Furthermore, the majority (62%) of the respondents in this study attained tertiary/college as their highest level ·of education, most (90%) of the respondents from Nsangi Parish in Wakiso District are aware about the presence of digital television. Furthermore, the most (92%) of the respondents also hare aware about analogue TV. Last but least, majority of them has set top boxes (68%).Majority of the respondents from Nsangi parish feel good watching digital television (51 %). On the other hand, others feel Pleasant (19%), relaxed (10%), interesting (7%), refreshed (8%) and rest feel positive (5%). ANOVA results for monthly household expenditure and acquisition of a Set Top Box showed that p= 0.033 which is less than 0.05. Furthermore, results for age and acquisition of a Set · Top Box showed that p= 0.145 which is less than 0.05. Research results also showed that P=0.093 is greater than 0.05 with a Chi-square value of 6.420. On the other hand, study results also showed that P=0.087is greater than 0.05 with a Chi-square value of 2.120 and also showed that P=0.087is greater than 0.05 with a Chi-square value of 8.341.Last but not least results show that greatest possible solutions improve consumer attitude towards analogue to digital migration of television broadcasting technologies is provision of subsides to the providers of these services (58%). Other possible solutions include; reducing monthly charges for the services (8%), sensitizing masses about the relevance of digital television (28%), making digital migration compulsory (2%) and completely (2%).