Assessing the effects of branding on radio listenership in Ghana case study of selected radio stations in Kumasi

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The media landscape in Ghana has undergone tremendous change over the years as a result of competition among the players. Radio stations are constantly putting strategies in place through branding in order to satisfy listeners. The study focused on investigating into the effect of branding on radio listenership in Kumasi, Ghana. The survey was conducted on a total of 384 respondents comprising 380 listeners and 4 staff from Nhyira FM, Hello FM, Kessben FM and Ash FM all in Kumasi metropolis out of which 281 responses were received representing 73.18% response rate. The sampling methods used were purposive sampling method to select from management and convenience sampling technique to select listeners to these radio stations. Listeners are motivated by their desire to satisfy certain unique needs that are important to them. These needs are functional, symbolic, experiential, affection for station presenters, news coverage and station heritage. The results showed that majority of radio audience within the metropolis tune in to satisfy these needs that they value and seek to satisfy. Branding radio stations has to do with identifying the stations’ activities with the listening public by developing catchy tag lines, intensifying outdoor programmes in the communities and engaging listeners in social, religious and traditional discussions which they value. Identification of a true measure of the brand’s success and difficulty in the ability of management to fully protect the brands against potentially harmful impact of gossips and erroneous inferences from competitors are some of the challenges confronting branding of radio stations. The study recommended developing exciting programmes, widening out-door programmes, carving creative programme, staff motivation and training as ways of improving radio listenership in Ghana
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST), in partial fulfillment of the requirement for the degree of Masters of Business Administration (Marketing Option),