Perceived suitability, personality traits, communication channel and adoption of grid electricity by small firm entrepreneurs in Kagadi Town Council

Abstract

This study examined the relationships between perceived suitability, personality traits, communication channel and adoption of grid electricity by small firm entrepreneurs in Kagadi town council. Despite the Government’s efforts to increase access to grid electricity in the rural areas such as Kagadi town council for socio economic transformation, less than 10% of the originally intended users make a connection after two years of electrification. Adoption was conceptually linked to perceived suitability, personality traits and communication channel. The objectives of the study were; to examine the relationship between perceived suitability and adoption of grid electricity, to examine the relationship between personality traits and adoption of grid electricity, to examine the relationship between communication channel and adoption of grid electricity and to establish the effect of perceived suitability, personality traits and communication channel on adoption of grid electricity. The study employed a cross – sectional survey design using quantitative methods, drawing a sample of 201 entrepreneurs from Kagadi town council. Primary data were collected using closed ended questionnaires and SPSS was used to analyze data. The methods of data analysis used were descriptive statistics, the point-biserial correlation and the logistic regression analysis. From the findings obtained, perceived suitability has a significantly positive relationship with adoption of grid electricity. The results of the study also show that there is no significant relationship between personality traits and adoption of grid electricity. Finally, results have shown that there is no significant relationship between communication channel and adoption of grid electricity. The recommendations of the research are adoption of grid electricity may be increased by placing emphasis on building the perceived suitability of the intended users. Grid electricity should also be designed to be suitable and fit the needs of the users.