Publications

This research focused on the media guidelines, rules and importance of customers in Vision Group Media in Uganda.The study design was a case study technique. It used both qualitative and quantitative methods to gain in-depthunderstanding of performance of the media sector. The population of the study consisted of 176 respondentsdrowned from Vision Group mangers, supervisors and key stake holders like distributors, readers and listeners. Thiscategory was selected because they are believed to be knowledgeable about the subject matter and the company.The results of the research show how there was a favorable correlation between media rules and importance ofcustomers. The results indicate how the company complied with media regulation practices as shown by (74.51%)response. The results on the level of clients’ commitment on different product platforms offered by VG indicatesthat (74.48%) of the respondents are committed. The key indicators are high on Vision Group rates aligning withthe industry standards (50.8%); effective management of client’s feedback (51.6%) and Vision Group print productsmeeting for audience needs across all categories (50%). The findings from indicate a significant positive correlationbetween media regulations and customer perceived value (r =0.24). The study recommends that; Vision shouldcontinue developing flexible media mix aimed at reaching consumers across the country as each market niche hasvarying needs, therefore niche marketing tactics should be developed to access these markets. Vision Group andother media houses in general should focus attention on telling brand stories in snippets, with different narrativestyles and a balance of information and entertainment, thus allowing consumers to find different pieces in differentplaces.