TABLE OF CONTENTS
Declaration ................................................................................... .
Approval.................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Dedication..................................................................................... m
Acknowledgement............................................................................ 1v
Table ofContents......... .................................................................... v
Abbreviations & Acronyms.................................................................. vii
List of Figures................................................................................. viii
Abstract........................................................................................ 1x
CHAPTER ONE ............................................................................................................ 1
1.1 Background of the Stndy .................................................................................... 1
1.2 Theoretical Framework. ..................................................................................... 2
1.3 Statement of Purpose .......................................................................................... 2
1.4 Research Questions ............................................................................................ 3
1.5 Objectives of the Stndy ...................................................................................... 3
1.6 Specific objectives ............................................................................................. 3
1. 7 Justification ....................................................................................................... .3
CHAPTER TWO ........................................................................................................... 4
2.0 Introduction ........................................................................................................ 4
2.1 Literature Review ............................................................................................... 4
CHAPTER THREE ........................................................................................................ 8
3.0 Introduction ........................................................................................................ 8
3.1 Area ofStndy ..................................................................................................... 8
3.2 Stndy Population ................................................................................................ 9
3.3 Why select this population? ............................................................................... 9
3.4 The Sample Population .................................................................................... 10
3.5 Data Collection ................................................................................................. 11
3.6 Instnunent of Data Collection .......................................................................... 11
3.6.1 Self Administered Questionnaires ................................................................ 11
3. 7 Data Processing ................................................................................................ 12
3. 8 Data Analysis ................................................................................................... 12
3.9 Limitations to the Stndy ................................................................................... 12
CHAPTERFOUR ........................................................................................................ 13
4.0 Introduction ...................................................................................................... 13
4.1 Findings from Questionnaires .......................................................................... 13
4.1.1 Table Showing the Rate of Television Viewing per Week ............................. 13
4.1.2 Table showing general opinion of the Television
c01nn1ercials on MTN and UTL Mango ........................................................... 14
4.1.3 Table showing Subscription Distribution ........................................................ 15
4.1.4 Table showing how respondents got to know about MTN and Mango
networks ........................................................................................................... 16
4.1.5 Table showing if television advertisements on MTN and UTL Mango had any
influence when respondents are purchasing the services ................................. 16
4.1.6 Table explaining how respondents were influenced by the television
advertisements on MTN and UTL Mango goods and services ........................ 17
CHAPTER FIVE .......................................................................................................... 18
5.0 Introduction ...................................................................................................... 18
5.1 Conclusions ...................................................................................................... 18
5.2 Recommendations ............................................................................................ 21
ABSTRACT The study aimed to identify whether television commercials for telecommunication products and services influence the consumption behaviors/attitudes Kampala International University students. The area of study was Kampala International University, an institution of higher education located in Kampala town in Uganda. The researcher has chosen the University intentionally. These students are male and female above the age of 16 years. They were diverse in terms of tribes, religion, political orientation, income levels, social status, preference and tastes, family background and nationality. The majority of the respondents showed that they watch television at the rate everyday in a week. This group of respondents comprised 46.8% of the total number of respondents. However, a great deal of respondents, gave a specific comment and attribute to the television adverts on MTN Uganda alone. A total of33.3% of the respondents said, "Only MTN television adverts are good and attractive". Although this is a positive response towards television adverts, the researcher is trying to investigate their influence to the consumption patterns to the populace, it has raised an issue that, MTN Uganda seem to dominate the media in its advertising campaigns, that is why, most people have noticed more of MTN television advertisements than any other mobile telecommunication company in Uganda. The study discovered that Television advertising provides satisfactory information to people on various product and services provided by the advertisers and have managed to persuade' people to change their attitudes and habits on consumption. Therefore, the major recommendation resultant from the study is that there should be high restrictions on using the media especially television to advertise products or services, media houses should formulate policies to restrict bad advertisers so that they can protect their audiences form being manipulated by these bad advertisers.
