The contribution of product strategy towards readers' acceptance of the New Straits Times / Muhamad Azhar Parid Azmi

Azmi, Muhamad Azhar Parid (2007) The contribution of product strategy towards readers' acceptance of the New Straits Times / Muhamad Azhar Parid Azmi. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

The purpose of this research is to study the contribution of product strategy towards readers' acceptance of the New Straits Times. The New Straits Times has a lower readership among NTSP group newspaper. So to increase the readership of the newspaper, product strategy will be the main factors in the contributing toward readers' acceptance of the newspaper. This study also wants to analyze the relationships between design and consumer acceptance, to identify the relationships between quality and consumer acceptance and to understand the relationships between price and consumer acceptance. Moreover, this study will examine the significance relationship between design and consumer acceptance, the significance relationship between quality and consumer acceptance, and significance relationship between price and consumer acceptance. The survey is conducted at area Bangsar, Damansara, and Klang Lama. The sample size for this study is 50 customers who are also have experience in using the New Straits Times. Data obtained using two methods that are primary and secondary data. Respondents are required to answer the questionnaires that include the statements regarding factors influencing acceptance toward the New Straits Times. Once the necessary data has been collected, the data will be analyzed and summarized in a readable and easily interpretable form. The Statistical Package for the Social Science (SPSS) version 15.0 has been used to summarize the data. The results are in the form of reliability testing, frequency and correlation. Based on this research, the findings showed that there are significance relationships between design and quality towards consumer acceptance. For the meantime, there is also a significance relationship between price and consumer acceptance. The researcher is also able to give some recommendations and suggestion on the best product strategy towards consumer acceptance after the analysis, findings and interpretation.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Azmi, Muhamad Azhar ParidUNSPECIFIED
Subjects: H Social Sciences > HC Economic History and Conditions > Consumers. Consumer demand. Consumption
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Customer services. Customer relations
H Social Sciences > HF Commerce > Business societies > Advertising > By product, profession, service, or industry,
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Item ID: 20926
Uncontrolled Keywords: Product strategy; Consumer acceptance; New Straits Times
Last Modified: 08 Sep 2018 06:52
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/20926

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