Promotion of locally published English paperbacks
The objectives of this research are to obtain a greater insight into the locally published English paperbacks market in Singapore and to analyse the effectiveness of the promotional strategies that were carried out in the local paperback industry. Statistical analyses were conducted on the...
| Main Author: | |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64324 |
| _version_ | 1811679407002091520 |
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| author | Chew, Bobby Hock Chuan |
| author2 | Doh Joon Chien |
| author_facet | Doh Joon Chien Chew, Bobby Hock Chuan |
| author_sort | Chew, Bobby Hock Chuan |
| collection | NTU |
| description | The objectives of this research are to obtain a greater insight into the locally published
English paperbacks market in Singapore and to analyse the effectiveness of the
promotional strategies that were carried out in the local paperback industry. Statistical
analyses were conducted on the survey results to test their significance and infer from the
findings.
The motivation behind this study is to do an in-depth study to determine the reasons that
readers were drawn to the books, their reading and purchasing habits, and the
effectiveness of the promotional strategies undertaken by publishers and retail bookstores.
During the course of the research, primary data were gathered from depth interviews with
the experts in the industry and a consumer survey. The secondary data were collected
from newspapers, magazines and books. In the analysis of the results, several key findings
were identified.
The promotional strategies undertaken by both publishers and retail bookstores through
the various media were effective. Readers also preferred to purchase local paperbacks
from bookstores and depended heavily on word-of-mouth recommendations. It was also
inferred that the contents of the book contributed the most to overall satisfaction of
readers, while language contributed the least and need to be improved further. Lastly, the
report ends with several recommendations that could be implemented to further improve
the effectiveness of promotion and increase sales. |
| first_indexed | 2024-10-01T03:08:40Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/64324 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:08:40Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/643242023-05-19T03:30:03Z Promotion of locally published English paperbacks Chew, Bobby Hock Chuan Doh Joon Chien Nanyang Business School DRNTU::Business The objectives of this research are to obtain a greater insight into the locally published English paperbacks market in Singapore and to analyse the effectiveness of the promotional strategies that were carried out in the local paperback industry. Statistical analyses were conducted on the survey results to test their significance and infer from the findings. The motivation behind this study is to do an in-depth study to determine the reasons that readers were drawn to the books, their reading and purchasing habits, and the effectiveness of the promotional strategies undertaken by publishers and retail bookstores. During the course of the research, primary data were gathered from depth interviews with the experts in the industry and a consumer survey. The secondary data were collected from newspapers, magazines and books. In the analysis of the results, several key findings were identified. The promotional strategies undertaken by both publishers and retail bookstores through the various media were effective. Readers also preferred to purchase local paperbacks from bookstores and depended heavily on word-of-mouth recommendations. It was also inferred that the contents of the book contributed the most to overall satisfaction of readers, while language contributed the least and need to be improved further. Lastly, the report ends with several recommendations that could be implemented to further improve the effectiveness of promotion and increase sales. BUSINESS 2015-05-26T02:38:28Z 2015-05-26T02:38:28Z 1993 1993 Final Year Project (FYP) http://hdl.handle.net/10356/64324 en Nanyang Technological University 136 p. application/pdf |
| spellingShingle | DRNTU::Business Chew, Bobby Hock Chuan Promotion of locally published English paperbacks |
| title | Promotion of locally published English paperbacks |
| title_full | Promotion of locally published English paperbacks |
| title_fullStr | Promotion of locally published English paperbacks |
| title_full_unstemmed | Promotion of locally published English paperbacks |
| title_short | Promotion of locally published English paperbacks |
| title_sort | promotion of locally published english paperbacks |
| topic | DRNTU::Business |
| url | http://hdl.handle.net/10356/64324 |
| work_keys_str_mv | AT chewbobbyhockchuan promotionoflocallypublishedenglishpaperbacks |