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Strategic motives and buying behavior in the interactive television market
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Helsinki University of Technology |
Master's thesis
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TU-22
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en
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102 + appendices
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Abstract
The purpose of the study is to increase the business understanding of the interactive television market and to indentify the key buying decision arguments of the case company's customers.
The main research question of the study is: what issues should RedLynx emphasize when selling participation programs to what type of TV stations and to whom in there?
The study starts by describing the new emerging interactive television market and combining the available information.
A model for buying decision arguments among the broadcasters is build based on the general market specific business understanding.
Another model of organizational issues is build to create more relevant understanding of the organizational buying decision process.
The models are completed by interviewing key persons in the industry.
Interviews act as the qualitative research method in the study.
The web-based questionnaire is used to carry out the quantitative market research.
The questionnaire is segmented into three key parts: benefits sought, obligations fulfilled and risks to be avoided, and organizational issues.
The results derived from the questionnaire are analyzed to find out causal and interesting relationships between different kinds of organizations and issues weighed in the buying decision process.
The interactive market is growing in all segments and a market opportunity to be exploited exists.
Broadcasters are mainly looking for the customer loyalty with the interactive content.
A key finding of the study is that the case company should emphasize the sales by identifying the organization type, to understand the issues used in the buying decision making.
Although the broadcasters are looking for same type of content they have different strategic goals.
The recommended sales model presented in the study should be used as a guideline in the case company.