ABSTRACT

The study on the public perception of the introduction of Pay per View cable TV aimed at evaluating the TSTV, the factors affecting the attitude of Nigerians especially youths to the patronage of TSTV, the study also compare the quality of services from TSTV to other service providers such as DSTV etc. The study made use of primary data which are gotten from the distribution of the research questionnaires; the sample size for the study is 200. The study made use of the Pearson correlation method and paired sample t-test for the validation of the research hypothesis. The study therefore concluded that there is a significant difference in the perception of people to the patronage of TSTV. The study also made useful recommendation to assist the organization and other services providers in decision making and policy generation.

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF STUDY

The TSTV is the first pay per view cable TV in Nigeria; this is a welcome development in terms of promoting social well being and home made products in Nigeria (Ahmed, 2010). The perception of Nigerians towards the purchase of made in Nigeria products might have significant effect on the rate of patronage of TSTV.  There has been considerable interest in recent years on the effects of country of origin products on consumer’s perception of products. Consumers usually have several options in their choice of product consumption (Schooler, 2010; Ahmed and d’ Astous, 2012, 2013; Ahmed and Xia Yang et al. 2013). Consumers’ associate specific image to products from given country; such images are influenced by a number of variables including national characteristics, economic and political background history and traditions (Nagashima, 2010)

The global manufacturing industry is increasingly competitive and concentrated, as consumers now have access to different markets far much more than they have had a decade ago. Consumers can easily compare products, authenticity and prices around the world as a result of innovations in the communications and transportation which has made the markets more complex (Daniel, Radebaugh and Sullivan 2010). In Nigeria today, they are several factors which may affect the consumer perception towards the preferences of home made products; some might be the level of technology, the availability of information resources and materials for the production of products (Ahmed, 2012). Previous studies on the Nigerian manufacturing and service industries have shown that Nigerians have unfavourable attitudes towards home-made products (Koleagha et al. 2013; Njoku 2014).

Another area where there might be variation in attitude of consumers towards home made products and other products from developing countries of the world may be seen in choice for electronic products and service providers (Johnson, 2012). There are so many service providers in Nigeria when it comes to cable television service provider such as DSTV, GOTV and TSTV. The TSTV seems to be the newest technology in Nigeria with beneficial specifications so as the provision for the pause of a particular subscription plan; a benefit that is not on other cable television service providers like DSTV, startimes and GOTV. The study will examine the perception of Nigeria towards the lunch of TSTV.

1.2 STATEMENT OF RESEARCH PROBLEM

Over the years there has been significant growth in the manufacturing sector in Nigeria; the rate patronage to these locally manufactured products will contribute significantly to the economic growth and development in Nigeria. Owing to the fact that technology originated from the western people, many people associate their goods with quality.  Nigerians being one of these that want the best in most cases prefer foreign goods to locally made ones. In order words the availability of foreign products may increase the level of competition in the market of home made products which also will give the consumers space for comparison and preference.

Secondly, the attitude of Nigeria to exhibition programs for the launch of a particular product. Most people tend to ignore the exhibition program (Abimbowo & Jonson 2011). The objective of the made-in-Nigeria exhibition was to “create a sense of awareness for the manufacturing industries in Nigeria so that their products could be patronized like those of advanced countries which are imported into the country”.

Another issue here is the pricing of home made products; most of the home made product tend to be cheaper than the foreign products; they create a kind of image in the mind of consumers; some may see it as been inferior while some with low income may patronize it. It is to this regard that the researcher wishes to examine the public perception of the introduction of pay per view cable TV using Mushin L.G.A, Lagos as the case study.

1.3 AIMS AND OBJECTIVES OF STUDY

The main aim of the research work is to examine the public perception of the introduction of Pay per View cable TV. Other specific objectives of the study are to:

1. determine the factors that influence the altitude of Nigerians towards pay per view cable TV in mushin L.G.A, Lagos
2. determine if the presence of foreign products  affect the purchase of pay per view cable TV in mushin L.G.A, Lagos
3. examine the relationship between TSTV price and its purchase rate.

1.4 RESEARCH QUESTIONS

The study came about the research questions so as to be able to answer the above stated objectives of the study. The research questions for the study are stated below as followed:

1. What are the factors that influence the altitude of Nigerians towards pay per view cable TV in mushin L.G.A, Lagos?
2. Does the presence of foreign products like DSTV and Gotv affect the purchase of pay per view cable TV in mushin L.G.A, Lagos?
3. What is the relationship between TSTV price and its purchase rate?

1.5 STATEMENT OF RESEARCH HYPOTHESIS

H0: the presence of foreign products (DSTV, GOTV and Startimes) does not affect the purchase of pay per view cable TV

H1: the presence of foreign products (DSTV, GOTV and Startimes) affects the purchase of pay per view cable TV

1.6 SIGNIFICANCE OF STUDY

The study on public perception of the introduction of Pay per View cable TV will be of immense benefit to Nigerians, the TSTV Company in the sense that the study will educate Nigerians on the need for choice and behavior towards a certain commodity; the study will educate Nigerians on the need to patronize the locally manufactured products because it will act as a motivational factor to the manufacturers of such products and also boost the economic development in Nigeria. The study will also assist other researchers that wishes to carryout similar research on the above topic.

1.7 SCOPE OF STUDY

The study will focus on the public perception of the introduction of Pay per View cable TV; the study will cover consumer behavior, made in Nigeria products and dimension of consumer behavior for a period of seven (7) years (2010- 2017)

1.8 LIMITATION OF STUDY

Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work

1.9 DEFINITION OF TERMS

The following terms used in this study should be taken to mean the following.

PERCEPTION

Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and cohered picture of the world.

REFERENCES

Achumba,C (2006). “Nigerian Consumer Attitudes toward Foreign and Domestic Products” Journal of International Business Studies, Vol. 30 No. 3

Abimbowo.D. & Johnson (2011)“Nigerian Consumer Attitudes toward Foreign and Domestic Products” Journal of International Business Studies,Vol.30.