ANALYSIS OF THE CONSUMERS’ SWITCHING BEHAVIOR FOR DIGITAL SET TOP BOXES IN KENYA

Abstract

We determine the consumers’ selection criteria and explore the effectiveness of selected attitudinal, behavioral and demographic variables in discriminating between switchers and continuers of particular digital set top boxes in Kenyan market. We analyze the data, randomly collected from consumers in Nairobi city, using discriminant function analysis. Our findings show that the quality of service, customer experience, ease of use and pricing were key factors. Indeed, from the study, the price and quality of service were critical consideration in switching of service. The study would therefore be beneficial to various DSTB providers, by providing awareness and necessary information to retain the customers. Furthermore, DSTB providers will have to invest more in customer care services, programme quality and fair product price to remain competitive in the Kenyan market