Examining Attitudes and Factors of Consumers towards Reality Television

Title: Reality Television
Task: Examining the attitude and factors underlying consumers choice of
reality television shows

Contents
Title: Reality Television...........................................................................................................1
Task: Examining the attitude and factors underlying consumers choice of reality television shows
1
1. Introduction..............................................................................................................................5
1.1 Background Information...................................................................................................5
1.2 Purpose of study................................................................................................................6
1.3 Scope.................................................................................................................................6
1.4 Marketing Research Question...........................................................................................6
1.5 Marketing research objectives..........................................................................................6
2. Methodology............................................................................................................................8
2.1 Data...................................................................................................................................8
2.2 Method..............................................................................................................................8
Instruments..................................................................................................................................8
3. Data analysis............................................................................................................................9
3.1 Descriptive statistics.........................................................................................................9
Frequency demographics.........................................................................................................9
Adequacy test.............................................................................................................................16
Chi Square Test..........................................................................................................................17
Examining Marketing Research Objectives..............................................................................17
4. Conclusion.............................................................................................................................25
5. Recommendation...................................................................................................................26

6. Bibliography..........................................................................................................................27
7. Appendix................................................................................................................................28
1. Introduction
1.1 Background Information
Since the dawn of the capitalism era and even way back before that, there have been an urge to
increase sales; such, is due to a wide range of reasons, which may include:
i. To increase the firm’s profitability
ii. To ensure more investment on the firm from shareholders
iii. To cement the firm’s relevance in the industry through making the product necessary to
consumers, etcetera
In order to achieve the various noble desires of both the executive and the stakeholders, firms
have over time devised means with which to influence repeat and new sales. Product promotion
methods such as use media advertisement (both print and electronic) have gained popularity due
to their efficiency and almost consumer specificity targets.
The latest development of visual electronic media is the “Reality Shows”. According to a
definition by Collins dictionary, a reality television show “...is a type of television programming
which aims to show how ordinary people behave in everyday life or in situations...” Therefore,
a reality show should be crafted into ensuring it portrays what majority of viewers go through in
their everyday lives if it aims at remaining relevant or else it falls into the category of fiction
movie or so and lose the interest of “infatuates”.

However, it is not always true that the view of one viewer on a given ideology will be the same
as another’s. Reality television shows being a new craft of visual media has drawn criticism as
much as admiration, love as well as indifference and to some extent hate.
1.2 Purpose of study
In order to determine the relevancy of a commodity, it is always mandatory to take into
consideration the view of the consumers on the necessity or the whole structure of the
commodity in question. This paper will explore the general view and feeling of the consumers
and non-consumers of reality T.V shows. It will then report on the findings from the qualitative
and quantitative data after which, it will draw conclusions on the need of a new reality TV show
or restructuring of the existing one and offer recommendations to the executive on which path
would be most suitable for NBN television Production Company.
1.3 Scope
The study will explore several factors that influence the view and attitude of consumers towards
reality television shows, it will also examine the relationships between the nature of consumers,
i.e. their age and gender in regard to some of their attitude
1.4 Marketing Research Question
What are consumers’ attitudes towards Reality TV and what factors of Reality TV are important to
consumers?
1.5 Marketing research objectives
1. To explore consumer attitudes towards reality television.
2. To understand the characteristics of reality television that is important to
consumers.

3. To determine if there is a relationship between connecting with participants on
reality TV shows and enjoying watching reality TV shows.
4. To compare enjoyment of watching reality TV shows between males and females.
5. To identify if there is relationship between age and preferred reality TV show.
6. To determine the relationship between enjoyment of reality TV shows and the
depiction of real life within a reality TV show.
7. To compare the importance of having attractive participants against depicting real life
behaviors.
8. To compare the importance of having attractive participants between people who are
under 18, 18-25, 26-35, and 36+ years old.

2. Methodology
2.1 Data
Research data for this study is obtained from primary sources using a questionnaire comprising
of 16 questions. The respondents for the study made up a sample of 300. Additionally,
qualitative data is available from an online focus group on the various attitudes and views of the
public on reality TV shows.
2.2 Method
In order to answer the research questions, the study will use descriptive statistics and analysis of
variance as well as regression analysis on the factors that influence a person’s intent to watch a
reality television show as well as their view on the same. Moreover, the study will explore the
adequacy of the questionnaire using the Kaiser Meyer Olkin measure of sampling adequacy.
Using the spearman correlation test, it will be ascertained whether there exists correlation
between the various variables and whether they are significant.
Instruments
Data is obtained from coding of responses related to the attitude and a few personal details such
as age of the viewers. The data analysis for this project will be conducted using SPSS computer
package.

3. Data analysis
3.1 Descriptive statistics
Frequency demographics
Gender
Are you Male or Female?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 89 29.7 29.7 29.7
Female 211 70.3 70.3 100.0
Total 300 100.0 100.0
Most of the respondents who were interviewed were female who make up to 70.3% while males
make up to 29.7%
Age
Respondents of the age between 18-25 who watched reality shows make up the biggest
percentage of 38.3% followed by those of the age bracket between 26-35 with a percentage of
29.3 while those who are under 18 and over 36 make up 21.3% and 11% respectively.

Attitude towards Reality TV shows
The Survivor Television show is the most preferred at a 42.3 preference percentage while the Big
Brother has a preference percentage of 34.3%. The least preferred among the three shows is Jerry
Springer with a preference percentage of 23.3%.
Reality TV shows with unfamiliar setups is the most popular among the study respondents with a
percentage of 66.0% while those with familiar setups have a preference percentage of 34.0%.