Influence of Package Price on the Customer’s Choice of Television Channels’ Service Providers in Tanzania

This study aims to examine how package price influence the customers’ choice of television channels’ service providers in Tanzania. The study adopted descriptive survey design and mixed research approach. The study population was 817,532 pay TV subscribers customers residing in the city of Dar es Salaam, with a sample size of 100 selected using both simple random and purposive sampling. The study used both primary and secondary sources of data using questionnaires, interview guide and documentary review. Descriptive and inferential statistical analysis were used in data analysis for quantitative data while thematic method were used in analysis of qualitative data. The findings of the study indicate that channel package price had significant influence on the consumer’s choice of TV channel service providers. The study recommends TV channel service providers to understand the nature of purchang power of consumers by regulating their packages and improve their channel package prices to secure low income customer base and the government to set new policy and regulation that monitor TV service providers in terms of package price.