The Effect of Dstv's Service Attributes on Consumer Perception in Addis Ababa: an Analysis Considering Cultural and Linguistic Factors
| dc.contributor.advisor | Abera (PhD) | |
| dc.contributor.author | Tigist Habtamu | |
| dc.date.accessioned | 2025-08-06T12:00:54Z | |
| dc.date.available | 2025-08-06T12:00:54Z | |
| dc.date.issued | 2025-05-03 | |
| dc.description.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. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6094 | |
| dc.language.iso | en | |
| dc.publisher | A.A,U | |
| dc.title | The Effect of Dstv's Service Attributes on Consumer Perception in Addis Ababa: an Analysis Considering Cultural and Linguistic Factors | |
| dc.type | Thesis |