Assessment of factors influencing digital pay TV consumers’ choice of service providers in Tanzania: a case of Dar es Salaam Region

This study evaluated the factors influencing digital pay TV consumers in choosing a service provider in Tanzania. This involved determining the effect of pricing strategies on a consumer choice of a pay TV Service providers. Also the study assesses the effect of product strategies on a consumer choice of a pay TV service providers. Furthermore the study explored the service quality on a consumer choice of a pay TV service providers and assessed the effect of social network on a consumer choice of a pay TV service Providers. The study employed a survey strategy which involved collection of large amount of data from selected 100 customers of various Digital pay TV service providers including Startimes, Zuku, Azam and DSTV. Data was analysed using inferential statistics whereby various testes were run to be able to test the study hypotheses; these included multiple regression analysis and pearson correlation analysis. All of the statistical tests were done using SPSS. The findings of this study showed significant relationship between pricing strategies product strategies, service quality and social networks with the choice of Digital Pay TV services. This shows that service providers should strive to make sure that they offer good quality services with affordable monthly fees so as to allow more customers to choose their particular companies for services.