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

Sarian, Farah Eziana (2007) The falling giant: a study on the drop-in sales of the New Straits Times (NST) newspaper / Farah Eziana Sarian. [Student Project] (Submitted)


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.


Item Type: Student Project
Email / ID Num.
Sarian, Farah Eziana
Email / ID Num.
Abd. Hamid, Tahir
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Customer services. Customer relations > Consumer complaints. Complaint letters
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons.) Marketing (BA240)
Keywords: Customer promotion; Competition; Branding; Readership acceptance
Date: 2007
Edit Item
Edit Item


[thumbnail of 77028.pdf] Text

Download (121kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number




Statistic details