Assessing The Effect of Print News Media Marketing Strategies on Newspaper Distribution in Rwanda

  • Stephen Nuwagira Jomo Kenyatta University of Agriculture and Technology
  • Hellen Mberia Jomo Kenyatta University of Agriculture and Technology
  • Margaret Jjuuko Jomo Kenyatta University of Agriculture and Technology
Keywords: Newspaper, Distribution, marketing, pricing, paper sales,

Abstract

The study assessed the effect of print media marketing strategies on newspaper distribution in Rwanda. The study objectives were: to assess the effect of use of new technology on newspaper distribution in Rwanda, and to examine the effect of newspaper pricing on newspaper distribution in Rwanda. The study employed a descriptive non- experimental case study design with a triangulation approach involving both qualitative and quantitative methods in data analysis. A likert scale questionnaire with close-ended questions and an open-ended questionnaire were used for data collection. Using SPSS, the data was coded and analyzed. The findings of the study indicate that the use of new technology by The New Times and Imvaho Nshya newspapers has a significant positive relationship with newspaper distribution in Rwanda. Also, newspaper pricing was found to have a strong positive significant relationship with newspaper distribution in Rwanda. Thus, the study recommends among other things a further investigation into effect of use of GSM technology in newspaper distribution in Rwanda.

Downloads

Download data is not yet available.

Author Biography

Stephen Nuwagira, Jomo Kenyatta University of Agriculture and Technology
Department of Media Technology and Applied Communication, School of Communication and Development Studies; MSc Mass Communication student.

References

Anaeto, S., Onabajo, O. and Osifeso .(2008). Models and Theories of Mass Communication Bowie: Maryland. African Renaissance Books.

Aura L (2006).The role of Price in newspaper positioning, J. Bus. Strategy, 5: 6

[ Bishop, R. L., Sharma, K., & Richard, J. B (1980) Determinants of newspaper circulation: Apooled cross sectional time series study in the United States (1850 – 1970) University of Michigan

Chattharn, L. (2015). Factors Influencing Sustainable Distribution: a Framework of Competition, Freight Consolidation, and Collaborative Freight Distribution in the Thailand’s NewspaperIndustry. Retrieved from http://vuir.vu.edu.au/id/eprint/28805 on July 28, 2016

Dewenter, (2003) The Economics of Media Markets; Master’s thesis.

Ehmke, F. & Lusk, (n.d) Marketing’s four P’s: first steps to new entrepreneurs; Agriculture communication and innovation centre. Purdue University

Farley, SE, Hawkins, R, Wagner C.S. (2011). Science, Technology and Innovation in Uganda: Recommendations for Policy and Action. World Bank Publications. Washington.

Furnes, K. & Ravlo, E. (2014).Supply chain optimization in the newspaper industry: Integrated production allocation, scheduling and distribution. Norwegian University of Science and Technology

Gicheru (2014) Influence of Physical Distribution Strategies on the Performance of Service Firms in Kenya: A Survey Study of Print Media Distribution in South Nyanza Region, Kenya” European Journal of Business and Management (Online) Vol.7, No.14, 2015

Hyndman, R.J. (2008). Encouraging Replication and Reproducible Research. International Journal of Forecasting 26(1): 2-3.

Kirchoff, S. M. (2010). The US newspaper in transition: An analyst in industrial organization and business, a congressional research service, Vol. 7.

Lamming, R (2000) Japanese supply chain relationships Long range planning (33) 6.

MHC (2009) “A window of opportunity: opportunities for media investment in Rwanda 2009” report. Media High Council. Kigali

MHC (2016) “Media Business Growth with Capacity Needs Assessment 2014 report. Media High Council Retrieved from file:///H:/PE%20MANOVAnewest.pdf. on July 28, 2016

Pallant, J. (2005). SPSS survival manual: A step by step guide to data analysis using SPSS for Windows (Version 12) Sydney: Allen &Unwin

Rwanda State of the Media Report (2009) retrieved from:

http://mhc.gov.rw/fileadmin/templates/PdfDocuments/Reportsand_Publications/ResearchWorks/ State_of_the_Media_2009.pdf

RGB (2015) Rwanda Print Media Survey 2015.Rwanda Governance Board. Kigali.

Tumwine, S., Omagor, C.&Agaba, G. (2014) Newspaper copy sales and performance of the print media in Uganda. International Journal of Business and Management 4(20) 138 – 150

Turow, J. (2011). The Importance of Distribution.Carsey-Wolf Centre. Pennsylvania.

http://www.carseywolf.ucsb.edu/files/Turow_NetWorth.pdf

Veglis. A (2005) Implementation of a computer supported collabollative work system in a newspaper in WSEAS Transactions on information science and Applications 2(7)

WAN-IFRA Strategy Report (2010). Winning Mobile Strategies; Vol. 8, No. 4.

Published
2017-12-14
How to Cite
Nuwagira, S., Mberia, H., & Jjuuko, M. (2017). Assessing The Effect of Print News Media Marketing Strategies on Newspaper Distribution in Rwanda. Journal of Marketing and HR, 6, 367-377. Retrieved from http://scitecresearch.com/journals/index.php/jmhr/article/view/1342
Section
Articles