Marketing Cable And Pay Cable Services : Impact Of Ethnicity, Viewing Motivation, And Program Types

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ARTICLE TWO: MARKETING CABLE AND PAY CABLE SERVICES: IMPACT OF ETHNICITY, VIEWING MOTIVATION, AND PROGRAM TYPES With products and services evolving so quickly, the improvement of reaching the needs of each target market, while creating a product that appeals to the masses, has always be paramount. Understanding the motivations behind why certain cultures watch television and how they purchase the product is a key to profitably. The examination of motivations gives the provider a better understanding of how to improve the viewing quality and types of programs to bargain for to attract a large amount of consumers. This study takes time to determine what exactly moves a consumer of a certain service to watch or invest in the service that they do. Research Question When choosing what to watch on television, it would be logical to assume that most viewers choose based on their viewing preference. The first research question examines the motivation behind why the consumer select the content watched on the television. The assumption is that “they select content on the basis of satisfying individual needs” (Albarran, p. 49). Due to the development of new offers, cable and pay cable scribers may have contracting motivations for using television than nonsubscribers. Past studies have reported that certain subscribers watch more movies and sport, where other consumers watch more of the news. There seems to be change throughout the years of satisfaction level with programming

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