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- W2564740016 abstract "This study examined how the newspaper's product attributes affected thedemand for newspapers in Kisumu. The study was prompted by claims offluctuating newspaper sales figures in Kisumu.Since a newspaper is made up of various attributes, the study sought to see ifchanges in these attribute could have some change in the independent variablei.e. demand for newspapers.Product attributes for newspapers were represented by headlines, editorialcommentaries, photographs, advertisements, news stories and photographs.On the other hand, demand was represented by the numbers of eachnewspaper copies that were sold everyday in Kisumu. This was also known ascirculation.Although there are many newspapers in the market, this study concentratedon the Daily Nation Newspaper and the Standard Newspaper. These two wereprinted and sold everyday and therefore provided the most accurateinformation about the newspaper market.The study used the randomly selected consumers of newspapers in Kisumu tosee if any changes in product attribute made them buy more or less ofnewspapers.The study was able to confirm that certain attributes were highly regarded asimportant whenever consumers wanted to buy a newspaper. Headline', 'newsstory', 'sports', 'inserts' and 'entertainment news' were the six most importantattribute to the consumer when purchasing a newspaper. The study thereforerecommended that these attributes be given greater consideration by mediaowners whenever they were publishing their newspapers if they intended tosustain or increase their sales levels.On the other hand, 'death & memorial' and 'photographs' were clearly identifiedas the two least important features by most respondents. Hence, the studyrecommended that any efforts directed at these two attributes would not yieldany improvement in sales/demand. Media managers would therefore not be, encouraged to concentrate any marketing efforts in these two features.The impact of 'features' and 'editorial commentaries' were not clearly observed.These two always seemed to lie between the first six and the last two attributes.The study therefore found their significance to improving demand of newspaperas being low." @default.
- W2564740016 created "2017-01-06" @default.
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- W2564740016 date "2007-03-01" @default.
- W2564740016 modified "2023-09-27" @default.
- W2564740016 title "The relationship between product attributes and demand: the case of newspapers in Kisumu" @default.
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