Abstract:
The research investigates the determinants of the demand for cable TV services in the era of
Information Communication Technology in reference to dialog cable TV pearl package. Data for the
study were collected from January, 2015 to March, 2018. Very recent data were gathered to enhance
the relativeness of the results for the current era of the information technology. The process includes
identifying the significant independent variables that determine demand of the selected product,
analyzed data using multiple linear regression and Log-linear regression forward selection method to
identified significant variables which best fit for the demand of Pearl TV package. Based on the
analysis performed, it is noted that Log-linear regression model is the most appropriate model to
explain the relationship between the dependent and the independent variables of the Pearl TV
package. R square of the study shows 88.93% variation of the dependent variables is explained by the
model. The F ratio indicates that the model as a whole is significant at the 5% significance level. And
price of complementary product (X7), annual household income (X6) and Tax component (X3)
variables are explain the dependent variable for the demand of cable TV in reference to dialog PLC
pearl package.
