The Effect of Dstv's Service Attributes on Consumer Perception in Addis Ababa: an Analysis Considering Cultural and Linguistic Factors
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Date
2025-05-03
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A.A,U
Abstract
This research investigates the influence of DSTV's service attributes—specifically
pricing and program content—on consumer perception in Addis Ababa, with
consideration given to the role of cultural and linguistic relevance. Recognizing the
dynamic digital streaming landscape, this study explores how these primary factors
collectively influence consumer attitudes, preferences, and purchasing decisions. A
quantitative research methodology was employed, utilizing survey questionnaires
administered to a sample of 384 consumers in Addis Ababa. Both descriptive and
explanatory research frameworks guided the primary data collection, which aimed to
evaluate perceptions of DSTV's service attributes. Correlation analysis and multiple
linear regressions were utilized to examine the relationships between service
attributes and consumer perception, as well as to explore the potential role of cultural
and linguistic factors. The findings underscore the significant influence of content
satisfaction on consumer perception, particularly concerning content updates,
international programming, and local Ethiopian options. Content satisfaction
exhibited the strongest positive correlation with consumer perception, highlighting its
critical importance. Crucially, cultural and linguistic relevance emerged as a
significant direct predictor of consumer perception, demonstrating moderate
correlations with both content satisfaction and consumer perception. While cultural
and linguistic relevance proved to be a notable direct predictor, its moderating
impact on the relationship between service attributes (pricing strategy & content
satisfaction) and consumer perception was not statistically significant within this
specific sample. This finding, while not supporting the initial moderation hypothesis,
nonetheless provides valuable insights into the complex interplay of these factors in
the Ethiopian market. Based on these insights, it was recommended that DSTV
continues to leverage its competitive advantages in channel variety and content
satisfaction. The study contributes to the broader understanding of consumer
behavior in emerging markets, particularly concerning the nuanced influence of
cultural and linguistic factors in the pay-TV industry.