Unravelling Consumer Preferences: Examining Online Podcast Service Selection in Ahmedabad City

In today’s time because of simplified podcasting software and easily available host sites Podcasting are more accessible to people and businesses. Thus, creating a podcast is more convenient now, so there is noticeable growth rate in podcast creation as well in podcast consumption. This research aims to explore consumer preference towards online podcasts services in Ahmedabad city. A survey was conducted with 210 respondents, focusing on factors that consumers are considering while finding the podcast. This research asses the frequency, duration, types of podcasts, genres and factors influencing their choices among respondents. The research methodology includes a reliability test and factor analysis, extracted two factors as Podcast Content & Relevance. Moreover, second factor as Podcast Accessibility & Production Quality. The findings show that factors that are being considered by respondents are quality of content, frequency, relevance of topics, online presence, ease of access, length of podcasts, the quality of hosts and guests and Ads in the Podcasts. The study also identifies consumers’ frequency, duration, types of podcasts and podcasts genres consumed by respondents.