DETERMINANTS OF THE DEMAND FOR CABLE TV SERVICES IN THE ERA OF INFORMATION COMMUNICATION TECHNOLOGY

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.