THE IMPACT OF MEDIA ON THE IMAGE OF MICROFINANCE INSTITUTIONS A CASE STUDY OF UGANDA AGENCY FOR DEVELOPMENT, WAKISO DISTRICT

Abstract

This research was about the impact of the media on the image of Microfinance Institutions (MFI). The general objective of the study was to establish the impact of television, radio and newspapers on the image of MFIs. The study aimed at answering the specific questions on how the impact of TV, radio programmes and the print media affected the image of Uganda Agency for Development (UGAFODE) MF and how UGAFODE managers respond to media reports. Secondary data was obtained by reading existing literature. An interview guide, a digital camera and questionnaires were used to capture primary information and qualitative data. Quantitative data was analyzed separately from qualitative data by using SPSS software so as to derive descriptive statistics and interpretive reasoning, so as to arrive at the right results. Qualitative data was analyzed using both deductive and inductive reasoning based on information collected from the field and literal meaning was derived. The study recommended that Ministry of Finance, Planning and Economic Development (MFPED BOU, and donor support organizations (NGOs), should pattern with AMFIU and form a communication strategy through which people in rural areas can be reached. Further research could be conducted in the administrative policies or legal framework governing all MFIs and their professionalism.