Promotion of locally published English paperbacks

• Main Author: Chew, Bobby Hock Chuan
• Other Authors: Doh Joon Chien
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/64324
• Institution: Nanyang Technological University

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.