The falling giant: a study on the drop-in sales of the New Straits Times (NST) newspaper / Farah Eziana Sarian

The main objective to conduct this research is to identify the main reasons for the drop-in sales of The New Straits Times newspaper. Factors such as customer promotion, competition, branding, and quality have been identified in order to investigate whether or not these factors have a relationship with readership acceptance. The problem statement in this research is the drop-in sales of New Straits Times newspaper. Thus, number of questions has been asked. Firstly, what is the reason for the drop-in sales of the NST newspaper. Secondly, what are the weaknesses (if any) of found in the NST newspaper with regards to the 4 P's. Thirdly, what are the factors influence customer preferences and finally, what are the appropriate solution that can be taken by New Straits Times newspaper to improve their products and services. The survey is conducted at Kuala Lumpur area. The sample size for this study is 50 customers who are also have experience in reading The New Straits Times newspaper. Data obtained using two methods that are primary and secondary data. Respondents are required to answer the questionnaires that include the statements regarding. 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 14.0 will be used to summarize the data. The results will be in form of reliability testing, frequency, cross tabulation and correlation.