April 5. 2016

Dr. MD. Abdul Momen

Assistant Professor

Department of Business Administration

East West University

Subject: Submission of the Research Report

Dear Sir,

With great pleasure, we are submitting this report. This marketing research report contains true scenario of “Factors influencing the adoption Bangladeshi TV Channels”. This report may not reflect the whole picture of television industry but it may reflect the main scenario.

We are grateful to you for giving us such an important assignment, which helped us to understand research activities; it will be helpful for our careers. This report is built by our true effort.

Sincerely Yours,

Shanawaz Sharif 2012-2-10-014

Sajjad Hossain 2012-2-10-034

Imran Hossain 2012-2-10-047

Md. Fakhrul Islam 2012-2-10-040

Md. Shajadur Rahaman 2012-2-10-031

Md. Shahadat Hossain 2012-2-10-158

ACKNOWLEDGEMENT

First of all we would like to our gratitude to Allah. Thereafter we would like to express our thankfulness and indebtedness to our honorable course instructor, DR. Md. Abdul Momen, Department Of Business Administration, East West University (EWU). With his inexhaustible guidance, valuable advice, continuous inspiration, constructive criticism and generosity he helped us to carry out this report successfully.

Finally, we would like to thank to all group members that directly or indirectly helped us to provide and accumulate all the necessary information for the accomplishment of this report.

Executive Summary

This is a Research report which is made on the basis of the factors influencing the adoption of TV channels to the youth. The objective of the proposed study is to know about any area which we took survey of the young generation and try to take their opinion what they want to see in television. The methodological approach to this study is both primary and secondary date based on dependent & independent variables. The secondary data was collected through the internet-various websites of the organization. This term paper is very useful for our course “marketing research” because we need to know and figure out what are the factors which influences our youth to adopt TV channels it also helped us to experience an interaction with the participates who helped us a lot in our survey and share their opinion with us. With this report we can find the current scenario of the youth and we can understand they are not so interested in television and this position is grabbed by internet. But some factors can add more values which can bring back those television viewers again.

Background of Study:

The research is about the factors those are influencing the adoption of Bangladeshi TV

channels. And our research work is basically targeted the Youth generation.

Youth is cream of any society. They are the asset of any country. Now days, we can see that,

the young generation are too much addicted on Device related entertainment. Facebooking,

Gaming, Online Chatting or other virtual ways are common way of their entertainment. TV

channel specially Bangladeshi TV channels are avoided by them. Why?

In our research work, we got multiple reasons behind that issue.

Objective of the Study:

Primary Objective:

The primary objective of the study is to analyzing the factors which is influence the adaption

Bangladeshi TV channel, with the applications of research concept and marketing strategies

and tactics.

Secondary Objectives:

The secondary objectives that are set by us while preparing the term paper are-

Find out which TV channels people are most prefer.

Find out the lacking that people are lose their attraction on national TV channel.

Find out out why people are more attractive on foreign TV channel.

Understand people’s behavior about Bangladeshi TV channel.

Find out out how much we spend time for watching Bangladeshi TV channel.

Analysis which independent variable people are more like to watch on TV like: sports,

news, reality shows, and movie/documentary?

And Ensuring the target audience who we make for TV program.

Problem Statements:

Here we are analyzing the factors influencing the adaption of Bangladeshi TV channel. At the

present time we find out that Bangladeshi people are spend lots of their time watching foreign

TV channel. They are very much attractive on foreign TV Channel and becoming our culture

replace to their culture. In marketing perspective marketer are very much want to know

which TV channels people are watch more for their promotional activity. Because they invest

lots of money for this promotional event and they want to minimize it as much as possible.

Another issue is how much Bangladeshi people are enjoyed TV program for their

entertainment purpose like talk shows, reality shows etc. There is no freedom on TV channel

because they cannot unleash the information of any political party who is on power. And

occur miscommunication with general people when TV channel telecast false news.

Sometime we cannot find out who are our target audience for making the TV program.

Another problem is youth are also looking for Indian channel, advertising duration is much

longer than particular channel for specific program. Youth also spend their leisure time for

using internet not TV.

Significance of Study:

In the recent past, In our country TV channels were one of the popular way of entertainment.

In that time, lots of educative program, reality show, Drama etc were telecast in our TV

channels and people were enjoyed those program. After the invention of new electronic

devices, the attention on TV channels is gone. Especially, the young generation aren't much

comfort with TV shows rather than they love the virtual ways of entertainment. So, in our

research work, we found the factors those are influencing the adoption of Bangladeshi TV

channels. We thought our findings of that research work are the significance of this research.

And Our T.V channels can uses our findings to gather the young audience again.

Introduction:

TV Channel is now one of the most important sources of entertainment for youth people. The

first television signal broadcast in Bangladesh was in 1964 by the then state-owned television

network PTV. And after the liberation war of Bangladesh the name of PTV become had

changed in BTV. From then onwards BTV had a virtual monopoly source of entertainment

until the late 1990s. In 80-90s TV was first used to be the main entertainment source. Mostly

for news, drama, sports. But now in the age of globalization the entertainment media has

increased significantly in the form of magazines digital media (Face book, YouTube, Twitter

etc) which are also popular in Bangladesh. In the mean time many of sate light TV channel

has arrived.

INDEPENDENT & DEPENDENT VARIABLES

What's a variable?

A variable is an object, event, idea, feeling, time period, or any other type of category you are

trying to measure. There are two types of variables-independent and dependent.

A variable is anything which can assume different numerical values, usually in magnitude or

strength. Experimental research involves a high degree of control over the variables, and

control helps us to establish causal relationships if they exist.

A researcher manipulates the level of the independent variable and measures the change in

the value of the dependent variable. Both the independent and dependent variable must be

able to assume two or more values.

Independent variable

An independent variable is exactly what it sounds like. It is a variable that stands alone and

isn't changed by the other variables you are trying to measure.

The Independent is the variable directly manipulated by the researcher, to determine whether

it influences behavior. The researcher controls, and sets the levels of the independent variable

in accordance with aspects of the environment and the independent Variable being studied.

The level of the Independent variable is what makes the experimental and control groups

different. For example, an independent variable may be how intense a shock "feels". The

https://en.wikipedia.org/wiki/Bangladesh_Television

https://en.wikipedia.org/wiki/Pakistan_Television_Corporation

https://en.wikipedia.org/wiki/State_media

https://en.wikipedia.org/wiki/Bangladesh

control group may be independent variable a lower level or, no shock at all, whereas the

experimental group may be independent variable a higher intensity shock.

In our research independent variable is:

News, Movies, sports & reality shows, are be independent variables in our project. People of

all ages love to watch these programs. But correlation among all of them is very important if

we want to provide our TV viewers that show what they want to watch on television

channels.

Dependent variable

Just like an independent variable, a dependent variable is exactly what it sounds like. It is

something that depends on other factors. The Dependent Variable is a well-defined aspect of

behavior (a response) that is being measured. It is not set by the researcher, but depends on

the behavior of the participant and the environment in which it is being studied.

In other words, the dependent variable "depends" on the independent variable. If the value of

the dependent variable changes in some systematic way as the independent variable is

manipulated, there may be a relationship between the two variables.

Dependent variable in our research:

Why people want to watch these types of programs and what will be their desire to watch,

We want to get updated with television & we all have to consider that TV channels is the core

component in our entertainment, Majority of our population watch TV channels to watch

news, drama serials, movie, documentary, cartoons, sports, and other programs. It’s very easy

and popular to use and our culture adopt it as a daily part. If we want to deliver something

better to our television viewers we need to update & upgrade our programs.

(Independent variable) causes a change in (Dependent Variable) and it isn't possible that

(Dependent Variable) could cause a change in (Independent Variable).

Graphical Model:

Graphical models are visual. They are used to give an short idea about the independent variables and dependent variables. For the topic“Factors influencing the adoption Bangladeshi TV Channels”, a graphical model has been established which consists of dependent variables and independent

variables. With the help of graphical model, the relationship between the variables has been tried to show. The dependent variables are Adoption Of a TV Channeland the independent variables are Sports, News, Reality shows and Movies.

Hypothesis development:

Through Exploratory Research, we have identified some triggering factors base on our

sample like- Education, Sports, News, Reality Shows and Documentary. These factors may

create significant influence on the peoples while choosing a program to watch on tv channel.

To measure the influence of those factors and perception of customers, we conduct some

Hypothesis (Ho). Let’s find out the and Ho:

According to the decision rule: accept null hypothesis (H0) if the significant level of the

variable is greater than (0.05) significant level, and reject (H0) if the significant level is equal

or less than (0.05).

H1: Relevant news influence viewer for adopting a TV channel.

News is a very important factor which attracts people to watch a TV program. It helps

customer to know about the important current issues. People like to watch news from those

channels which publish relevant, true news.

H2: Reality shows influence viewer for adopting a TV channel.

Reality shows telecast what is real. In today’s world people get very less time for their

leisure. So people watch those tv channel which telecast different talent hunt shows, debate

competition, singing competition etc.

H3: Sports influence viewer for adopting a TV channel.

People who love different kinds of sports trends to watch TV channels which telecast live

sports and different sports related talk shows etc.

H4: Movie influence viewer for adopting a TV channel.

Movie lovers always watch different types of movies in their free time. So the channel which

telecast good movies has a positive relationship with the viewers who love to watch movies.

METHODOLOGY:

Introduction:

A research methodology is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the information needed to structure

or solve marketing research problems. On the basis of that, I design my research project as

following us first will conduct an exploratory research. This will basically be an interview of

some people. We plan to take this interview to get a general idea about viewer perception

about the most influencing factor of a tv channel which attract them. This will help on

problem discovery and problem definition part which will lead to the research designing part.

After this, the primary data collection method will be conducted by a Survey. This will use

descriptive research method because it best fits our research. Descriptive research will give us

the answer of who, what, when, where, how questions and will also help us to find out about

the viewer behavior.

Data collection and field work:

In our research work, we will mainly use primary data through the respondents. And there is

no initial plan to use any secondary data in our data collection method. Questions to the

respondents will be in three categories, this are-1. Dichotomous questions (yes or no method)

2.Multiple choice questions and 3. Liking scale questions (Strongly disagree-D-N-A-Strongly

agree) and most of our question is based on "5 point liker scale question model". To establish

the data collection method further interview may be conducted if necessary.

Data Analysis Method

Analysis calls for the formal presentation or putting the data we collect into an actionable

form. Each data collected needs to be analyzed correctly, or it can lead us to misleading

answers and thus to a mislead hypothesis. Careful consideration should be given when

involving in the process of analyzing. Analysis methods could include association tests,

statistical tests, multivariate measures and descriptive statistics.

All our primary data will be collected through either questionnaire or focus group discussion.

After collection period, we will put all the responses in the SPSS database; in addition, we

will code each and every response according to the SPSS code format. After running the data

inputs in the SPSS, we shall take SPSS's help to further analysis our information. With the

help of the data sheets we may analyze them using various methods like frequency,

percentage count and cross tabulation.

Research Design

A research design is the detailed outline of how an investigation will take place. A research

design will typically include how data is to be collected, what instruments will be employed,

how the instruments will be used and the intended means for analyzing data collected.

Types of research design:

The types of design that we have determined to use in this research proposal is:

1. Exploratory and

2. Descriptive research design.

Exploratory Research:

Exploratory research is research conducted for a problem that has not been clearly defined. It

often occurs before we know enough to make conceptual distinctions or posit an explanatory

relationship.

Secondary data analysis:

We have identified four (4) independent variables; those are sports, news, reality show and

movie. We have identified the factor sports with the sub-variables like live sports, foreign

channel, online live scream, traditional and local games and also we have identified the factor

news with the sub-variables like increase knowledge, scientific invention, education, social

responsibility, informative and real news. We have identified the variable reality show with

the sub-variables like debate shows, learning moral things, knowing true face, participation,

believe and also we have identified the variable movie with the sub-variables like relief from

anxiety, cheapest device, create family bonding, increase knowledge, knowing different

people and place. Also we have developed the variables with the help of international

journals and our honorable faculty.

Qualitative Research:

Through qualitative research we have to identify the relevant demographic and

psychographic factors that may have influence on the preference of the adoption of

Bangladeshi TV channels. We have identified six demographic profiles of respondent; those

are gender, age, educational qualification, occupation, monthly income and family sizewith

the help of our group discussion and our honorable faculty.

DESCRIPTIVE RESEARCH

Descriptive research is used to describe characteristics of a population or phenomenon being

studied. It does not answer questions about how/when/why the characteristics occurred. We

have undertaken a survey to quantify the factors affecting consumers’ preference towards the

adoption of Bangladeshi TV channels.

Data obtained:

We will obtain primary data through our survey by using a structured questionnaire.

Description of our questionnaire:

A questionnaire form has been used as a tool for gathering data. The questionnaire form

prepared by benefitting from the international journals. We have included in the first part (A)

of the questionnaire are questions about demographic and Psychographic information and

multiple choice questions about the preference of gender, age, educational qualification,

occupation, how do they spend their free time, how much time they spend on watching

television, what type of channel do they like most, Do they discuss about the programs with

others, Would they recommend any TV programs to others and so on.In the second part (B),

a Likert scale containing five items will be used (1- Strongly disagree, 2- Disagree, 3-

Neutral, 4- Agree, 5- Strongly agree).

Sampling area and Sample size: We have conducted our survey on 150 respondents. Population can be defined as the entire group of people, event, or things that the researcher desire to investigate. We will survey people mostly from East West University, Rampura, Banasree, Mohammedpur, Mirpur areas as in these area there are a number of respondent was students and job holders.

Scaling and Sampling technique: In the survey questionnaire, we will use Likert Scale. Sampling technique is the shortcut method for investigating a whole population Data is gathered on a small part of the whole parent population or sampling frame, and used to inform what the whole picture is like. We have determined to survey on Young generation people.

Demographic profile:

Demographic is the study of human populations in terms of size, density, location, age,

gender, race, occupation, and other statistics. The demographic environment is of major in-

tersest to marketers because it involves people, and people make up markets. This can

influence the consumer preference and perception about the adoption of Bangladeshi TV

Channel.

Gender:

Frequency Percent Valid Percent Cumulative Percent

Valid

Male 95 63.3 63.3 63.3

Female 55 36.7 36.7 100.0

Total 150 100.0 100.0

Our research program has analyses on both male and female where male respondent was

63.3% and female respondent was 36.7%. As we have taken the sample of 150 respondents

and asked them to answer that what will be their opinion on adaption of Bangladeshi TV

channel.

When we conduct our survey most of the respondent age was less than 25 years old and their

population size is 96.0%. There are some respondent which age among 26-35 years old and

their population size is about 4.0%.

Education Qualification:


Valid

School level 6 4.0 4.0 4.0

Graduate level 136 90.7 90.7 94.7

Post Graduate Level8 5.3 5.3 100.0

Total 150 100.0 100.0

We have taken the sample of 150 respondents. In our survey school level respondent and post

graduate level respondent was very few in number and the percentage is about only 4% and

5.3% respectively. Most of the respondent was graduate level student that is about 90.7%.

Occupation:


Valid

Student 147 98.0 98.0 98.0

Private employee 2 1.3 1.3 99.3

Others 1 .7 .7 100.0

Total 150 100.0 100.0

Our survey result shows that there are big number of respondent was student and that is about

98.0% and private employee and others was 1.3% and 7.% respectively.

Average Monthly Income:


Valid

<15000 BDT 126 84.0 84.0 84.0

15000-25000 BDT 8 5.3 5.3 89.3

25000-35000 BDT 3 2.0 2.0 91.3

35000-45000 BDT 7 4.7 4.7 96.0

>45000 BDT 6 4.0 4.0 100.0

Total 150 100.0 100.0

Our survey result shows that there is big number of respondents average monthly income is

less than 15000 BDT that is about 84.0%, 15000 to 25000 BDT is about 5.3%, 25000 to

35000 BDT is about 2.0%, 35000 to 45000 BDT is about 4.7% and more than 45000 BDT is

about 4.0%.

Family Size:


Valid

1-3 members 23 15.3 15.3 15.3

4-6 members 117 78.0 78.0 93.3

>6 members 10 6.7 6.7 100.0

Total 150 100.0 100.0

From our survey result we found that respondent’s family 1-3members is 15.3%, 4-6

members is 78.0%, more than 6 members is 6.7%. So here we see most of the respondent’s

family belongs to 4-6 members.

Psychographic profile:

Psychographics is the study of personality, values, opinions, attitudes, interests, and

lifestyles. When a relatively complete profile of a person or group's psychographic make-up

is constructed, this is called a "psychographic profile".

Spend Free Time:


Valid

Net surfing 37 24.7 24.7 24.7

watching TV 34 22.7 22.7 47.3

Playing Games 34 22.7 22.7 70.0

others 15 10.0 10.0 80.0

Others 30 20.0 20.0 100.0

Total 150 100.0 100.0

We have taken the sample of 150 respondents. Most of the respondent spends their free time

by Net surfing (24.7%), watching television (22.7%), playing games (22.7%), reading books

only (10%), and others (20.0%). So our survey result says that respondent is more likely to

spend their free time by net surfing rather than watching television.

Watching TV:


Valid <0.5 hour 45 30.0 30.0 30.0

<1 hour 51 34.0 34.0 64.0

1-3 hours 43 28.7 28.7 92.7

>3 hours 9 6.0 6.0 98.7

5 2 1.3 1.3 100.0

Total 150 100.0 100.0

Our survey result shows that respondent’s spend their time on watching TV in a day is less

than half an hour (30.0%), less than one hour is (34.0%), 1-3 hours is (28.7%), more than 3

hours is (6.0%) and five hours is about (1.3%) that is very few in numbers.

Type of Channel:


Valid

Music channels 54 36.0 36.0 36.0

Movie channels 45 30.0 30.0 66.0

News channels 18 12.0 12.0 78.0

Religious channels 4 2.7 2.7 80.7

Others 29 19.3 19.3 100.0

Total 150 100.0 100.0

Our survey result shows that respondent’s are more likely to watch or spend their time on

music channels which is about 36.0%, movie channels is 30.0%, news channels is 12.0%,

religious

Channels are 2.7% that is very few in numbers. And others like Discovery, National

Geography etc are 19.3%.

Discuss about the Program with others:


Valid

Yes 108 72.0 72.0 72.0

No 42 28.0 28.0 100.0

Total 150 100.0 100.0

Majority (72.0%) of respondent said “yes” that they discuss about the television program

with others. And (28.0%) of respondent said “no” that they do not discuss about the

television program with others.

Frequently watch:


Valid

Daily 99 66.0 66.0 66.0

Once a week 38 25.3 25.3 91.3

Once a month 3 2.0 2.0 93.3

Once in 3 months 6 4.0 4.0 97.3

Never 4 2.7 2.7 100.0

Total 150 100.0 100.0

Our survey result shows that respondent is watch Television in daily (66.0%), once a week is

(25.3%), once a month is (2.0%), once in 3 month is (4.0%) and never watches is (2.7%). So

we can say majority of our respondent love to watch TV in daily basis.

Factors Analysis

What is Factor analysis?

The Factor Analysis is an explorative analysis. Much like the cluster analysis grouping

similar cases, the factor analysis groups similar variables into dimensions. This process is

also called identifying latent variables. Since factor analysis is an explorative analysis it does

not distinguish between independent and dependent variables. Factor analysis is also used in

theory testing to verify scale construction and operationalization’s. Factor Analysis reduces

the information in a model by reducing the dimensions of the observations. This procedure

has multiple purposes. It can be used to simplify the data, for example reducing the number

of variables in predictive regression models.

Normal Matrix:

The normal matrixes are the matrix which is unitarily diagonalizable is a normalmatrix. If

there is exists a unitary matrix such that is a diagonal matrix. All

Hermitical matrixes are normal but have real Eigen values, whereas a

general normalmatrix has no such restriction on its Eigen values.

Rotated Component Matrix:

Rotated Component Matrix The rotated component matrix, sometimes referred to as the

loadings, is the key output of principal components analysis. It contains estimates of the

correlations between each of the variables and the estimated components.

In our research we do analysis four independent variable. Sports1, Sports2, Sports3 which are

known as Sports. Watching live sports, foreign channel, online live scream for spots are the

factors for sports. News5, News6, News7, News8 which are known as New. Informative

news, Scientific and technological innovative news, educational news, influence to take

social responsibility are the factors for news. Reality_s11, reality_s13, reality_s14 which are

known as reality shows.moral learning, taking part in the show, influential show are the

factors of reality show. Movies20, movies21, movies22, movies23, movies24 which are

known as movie. Here we deduct some variables which is S4, N9, R10, R12 for doing

effective marketing research. S4 means traditional and local sports, N9 means informative

and real news over the world, R10 means debating reality show, R12 means real face of other

in reality shows. In the Table 1, we showed the output of that table.

Communalities:

The sum of the squared factor loadings for all factors for a given variable is the variance in

that variable accounted for by all the factors, and this is called the communality. The

communality measures the percent of variance in a given variable explained by all the factors

jointly and may be interpreted as the reliability of the indicator. Here we take 0.5 is the

standard value to measure aspect question answer for the independent variable. And by doing

research we found that S4, N9, R10, R12 value is below the 0.5 which is not right and we

reject it.

KMO and Bartlett's Test:

The KMO statistic is a Measure of Sampling Adequacy, both overall and for each variable.

As we know that KMO significance standard level is below of the 0.5. After doing research

we found our KMO significance level is 0.00 which is null hypothesis is rejected. That means

our sample size is adequate. In the Table 2, we showed the result of KMO and Bartlett's test.

Hypothesis:

According to the decision rule: accept null hypothesis (H0) if the significant level of the

variable is greater than (0.05) significant level, and reject (H0) if the significant level is equal

or less than (0.05).

H1: Sports influence viewer for adopting a tv channel.

There is not any significant relationship between Sports and Adoption of a TV channel. This

is shown in table no 3 So H1 is rejected and Ho is accepted.

From the analysis we have found that there is no significant relationship between sports and

adoption of a channel with a P-value of .678, which is greater than 0.05. Meaning that people

do not choose TV channel to watch sports.

H2: Relevant news influence viewer for adopting a tv channel.

There is a significant relationship between News and Adoption of a TV channel . This is

shown in table no 3. Thus, H2 is accepted and Ho is rejected.

From the analysis we have found that there is a significant relationship between news and

adoption of a channel with a P-value of .028, which is lower than 0.05. Meaning that people

choose tv channel to watch news. Relevant news publish by tv channel motivate young

viewers perception to adopt a TV channel.

H3: Reality shows influence viewer for adopting a TV channel.

There is not any significant relationship found between Reality shows and Adoption of a tv

channel. This is shown in table no 3. So H3 is rejected and H0 is accepted.

From the analysis we have found that there is no significant relationship between reality

shows and adoption of a tv channel with a p-value of .112, which is larger than 0.05.

Meaning viewer don’t like to watch reality shows and it is not influence them to adopt a tv

channel

H4: Movie influence viewer for adopting a tv channel.

There is a significant relationship between Movies and Adoption of a tv channel. This is

shown in table no 3. so, H4 is accepted and H0 is rejected.

From the analysis we have found that there is a significant relationship between movies and

adoption of a tv channel with a p value of .001, which is lower than 0.05. It means young

viewers like to watch movies and it influence them to adopt a tv channel

Regression

Within the scope of the research examined, a regression analysis has been done in order to

determine the factors that affect the young viewer perceptions about adopting a tv channel to

watch. So we have done a linier regression analysis by adoption as dependent variable and

independent variable as sports, news, reality show and movies.

From the regression analysis, we have also found that the value of R square is .207. That

means independent variables have 20.7% impact over the dependent variable. Adjusted R

square is .185 which is near about R square. The test is significant (Sig was 0.63601 in

ANOVA table-). The difference between R square and Adjusted R is less than .05.

Findings, Hypothesis, Factor Analysis and Results:

In the analysis of the data gathered from the questionnaire, SPSS version 20.0 statistical

software for windows we are used.

Frequency

Among the 150 respondents 63.33% male respondents and 36.67% were female. We have

surveyed respondents from different age group. Among them 96% were from age less than 25

years. 4% were from age between 26-35 years. We have surveyed respondents from different

educational qualification, 4% were from school level , 5.33% were from graduate level, 90.67

% were from post graduate level and. Our respondents were from different occupation, 98%

were student, 0.67 % was private employee and rests of the part are others. They were also

different in average monthly income. 84% people had monthly income below 15000, 5.33%

people had income 15000-25000, 2% people had income 25000-35000 and 4.67% had the

income of 35000-45000 and 4% more than 45000. Number of family members also varied of

our respondents. 15.33% were from the family members 1-3, 78% were from the family

members 4-6, 6.67% were from the family members above 6 members.

Hypothesis Analysis:

So in our Hypothesis analysis we found that, there is no relationship Sports and Adoption of

TV channel. So will reject our alternative hypothesis H1 and accept H0. Finally in our

Hypothesis1 we found that our P-value is .678 which is greater than 0.05 that means people

are not choosing TV channel to watch sports. After analyzing our Hypothesi2 we found that,

there is a significance relationship between News and Adoption of TV channel. Here our H2

is accepted and H0 is rejected. Because our P-value is 0.028 which is lower than 0.05 . So we

will accept our null hypothesis at 0.05 significance level. In our H3 there is no significance

relationship between Reality shows and Adoption of TV channel. Our analysis shows that the

P-value is .112 which is greater than 0.05. So we will rejected our null hypothesis at 0.05

level of significance. In H4 there is a significance relationship between movies and adoption

of TV channel. In our analysis we found that our P-value is .001 which is lower than 0.005.

So we can accept our H4 and reject H0.

Regression Analysis:

From the regression analysis, we have also found that the value of R square is .207. That

means independent variables have 20.7% impact over the dependent variable. Adjusted R

square is .185 which is near about R square. The test is significant (Sig was 0.63601 in

ANOVA table-). The difference between R square and Adjusted R is less than .05.

Recommendation:

The quality of those programs needs to be updated more. As we age, our standards

increase (well, for most of us they do) and also we are more likely to remember the

"best of the best" and compare them to all the new inane drivel that assaults our

senses these days.

There's also the "problem" that there are not that many variations on those programs

which can influence the young people to adopt a television channel, so they should

concern about their quality and should hire some extraordinary creative people to who

can generate new ideas and programs which are more popular in the youth..

Many young people think TV watching is boring now a days, young people can watch

movies music sports on the internet so interest of young people watching television is

reducing day by day.

Normally most number of people have one tv in a house where all the family member

watch programs together, and young people feel shy & think all kinds of program

they cannot enjoy with their family. So this misconception should be demolished.

Now day’s young people like to watch in HD quality so tv channels should increase

their graphics quality.

In this time young people love to be updated, so if TV channels offer new movies in

their TV channels, informative documentary, popular sports, informative news, travel

guide program show be introduced.

Conclusion:

Our study aimed to specify the “Factors influencing the adoption Bangladeshi TV

Channels "Given this context, 4-factors, 5 point likert scale that contains 24 questions

were developed, and a questionnaire was completed by young people, frequencies,

crosstabs, factor analysis, hypothesis test, regression test were used for data analysis.

Our analysis showed that 4 of the independent variables influence the dependent

variable which prefers the perception of young people to adopt TV channels.

Appendix:

Questionnaire

Dear respondent, we are the students of East West University from BBA Department. We are conducting a research to identify the

“Factors influencing the adoption Bangladeshi TV Channels”

Please spare some time to answer the following questions. The information provided by you is purely for research purposes and will be kept strictly confidential.

Demographic

1. Gender:

a. Male b. Female

2. Age:

a. Less than 25 years b. 26-35 years c. 36-45 years

d. 46-55 years e. 55 year or more

3. Educational qualification:

a. No formal education b. School level c. Graduate level

d. Post graduate level e. Professional qualification

4. Occupation:

a. Student b. Govt. employee c. private employee

d. Business man e. Others

5. Average monthly income:

a. Less than 15000 BDT b. 15000-25000 BDT c. 25000-35000

BDT

d. 35000-45000 BDT e. More than 45000 BDT

6. Family size:

a. 1-3 b. 4-6 members c. above 6 members

Psychographic

7. How do spend your free time?

a. Net surfing b. watching TV c. Playing games

d. Reading books/newspaper e. Other……………

8. How much time do you spend on watching TV in a day?

a. Less than half an hourb. Less than 1 hourc. 1-3 hoursd. More than 3 hours

9. What type of TV channel do you like most?

(a) Music channels (b) Movie channels (c) News channels

(d) Religious channels (e) Others……………....(Please specify)

10. Do you discuss about the programs with others?

a. Yes b. No

11. How frequently do you watch TV?

a. Daily b. Once a week c. Once a month

d. Once in every 3 months e. Never

12. Would you recommend any TV programs to others?

a. Yes b. No

StatementStrongly Disagree

(1)

Disagree(2)

Neutral(3)

Agree(4)

Strongly Agree

(5)

Sports

1. Watching live sports influence me to adopt a TV channel.

2. People adopting foreign Channels to watch various sports.

3. Using online live scream for sports is common practice now a day.

4. People also want to watch traditional & local games on TV channels?

Newspaper

5. I like informative news because it helps me to increase my knowledge so it influences my adoption of a channel.

6. News of new scientific invention and technology influence me to get myself updated with that invention.

7. News which was related with my education influences me to watch a TV channel.

8. News helps me to increase my social responsibility and influence me to watch

TV.9. I like the informative and real news about

the overall world and this influence my adoption of a TV channel.

Reality shows

10. I like debate shows on current issue and this influence me to adopt a TV channel.

11. I like reality shows because it help me to learn something moral and that influence me to adopt a TV channel.

12. I like reality shows because it help me to know the true face of others.

13. Reality shows influence me to take part on those kinds of shows so it influences me to adopt a tv channel.

14. I believe in reality shows and it influences me to adopt a TV channel.

Movies

15. I would like to watch movie on TV that helps me to Relief from anxiety as well as monotony and this influence me to adopt a TV channel.

16. I prefer to watch movie on TV because it is cheaper than others and this influence me to adopt a TV channel.

17. I believe watching movie together on Television that helps us to create family bonding among members and this influence me to adopt a TV channel.

18. I like to watch movie on TV because it helps me to increase my knowledge and this influence me to adopt a TV channel.

19. I prefer to watch movie on Television that influence us to Learn about different people and places rather than other device.

Adaption of TV channel

20. It gives family member of all ages an opportunity to spend time togther while watching TV and this influence me to adopt a TV channel.

21. I like television programs as an entertainment part which influence me to adopt TV channel.

22. I agree that from television program I can

learn new things so it influences my adoption of a channel.

23. Television encourage us to have an unhealthy lifestyle by smoking people, eating junk food, drinking alcohol.

24. Discussing with friends and other about television program that influence me to adopt a TV channel.

Table 1 :

Component

1 2 3 4

Sports1 .698

Sports2 .790

Sports3 .650

News5 .785

News6 .769

News7

News8

Reality_s11 .648

Reality_s13 .802

Reality_s14 .789

Movies20 .667

Movies21 .658

Movies22 .770

Movies23 .745

Movies24 .607

Table: 2

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .747

Bartlett's Test of Sphericity

Approx. Chi-Square 525.207

df 105

Sig. .000

Table: 3

Table for hypothesis.

Coefficientsa

Model Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.590 .345 4.608 .000

sports .025 .061 .033 .416 .678

News .183 .082 .188 2.216 .028

Reality_show .099 .062 .123 1.597 .112

Movie .261 .077 .280 3.384 .001

a. Dependent Variable: Adoption ( Table of regration analysis)

Table: 4

Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .455a .207 .185 .63601

a. Predictors: (Constant), Movie, Reality_show, sports, New

Table: 5

ANOVAa

Model Sum of Squares

df Mean Square

F Sig.

1

Regression 15.306 4 3.826 9.459 .000b

Residual 58.654 145 .405

Total 73.960 149

a. Dependent Variable: Adoption

b. Predictors: (Constant), Movie, Reality_show, sports, News

adoption of-tv-channels-final-works-5-4-16 (1)

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