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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/8993

Title: Assessing the effects of electronic media usage on the sale of print media in Ghana: a case study of Graphic Communications Group Ltd, Kumasi
Authors: Asare, Yaw Afrifa
Issue Date: 29-Sep-2016
Abstract: The media landscape has witnessed rapid transformation over the past couple of years as result of most customers adopting alternative ways of getting information thereby reducing sales among print media. It is undeniable fact that the print media in Ghana provides the public with the needed information. The print media has been trusted as source for credible news for the educational, political, sports, entertainment and business sectors among others. However, there has been fall in sales over the years as a result of the up-spring of the internet, radio stations and the use of internet among the Ghanaian populace hence reducing profit of Ghana Communication Group Limited. The study focused on investigating into the effect of electronic media accessibility on sales of print media in Ghana.The survey was conducted on a total of 300 customers who purchase print media and management of Graphic communication Group within Kumasi metropolis in Ghana out of which 251 responses were received representing 86.67% response rate. The study collected data using questionnaires and interview guide. The study adopted purposive and convenience sampling technique in selecting management and customers respectively. The study shows that accessibility to the internet, radio and television reduce purchase of news paper. Citizens are educated and hence can effectively use internet to access any information available hence decrease demand for print media. Most customers also possess advance mobile phones which help them to access information any place and anytime. Customers consider lower cost in using the radio, television and the internet to access information, hence will prefer to use the electronic media. The study also found other factors such as pushing up cover price, sophisticated cell phones and changing lifestyle as some factors contributing to low sales of newspapers in Ghana. The study recommended reduction in price of newspapers, inclusion of more interesting news that will make the paper unique, increase commission for vendors, adoption of aggressive personal selling, appealing to radio and television stations as strategies to improve sales of print media.
Description: A thesis Submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST), in partial fulfilment of the requirement for the degree of Masters of Business Administration (Marketing Option), 2015
URI: http://hdl.handle.net/123456789/8993
Appears in Collections:College of Arts and Social Sciences

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