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Factors affecting volume of sales in newspapers in Tanzania: a case study of business times newspaper
(University of Dar es Salaam, 1997) Kishimbo, Awedasion Elisamon
This study investigated the factors affecting volume of sales in newspapers in Tanzania, a case study of the Business Times newspaper. The focus was on readers level of education; occupation and income of readers and distributors of newspapers in Tanzania. A multi-dimensional model of data collection addressing agencies of information generation parameters of publishing and information communication efficacy directed the study at the theoretical level. Three regions were selected for the study, namely, Dar es Salaam, Arusha and Lake zone (comprising of Mwanza, Mara, Shinyanga and Kagera regions). Twenty readers in Dar es Salaam, 10 in Arusha and 10 in Lake zone were involved in the study. Also to distributors in Dar es Salaam, 5 in Arusha and 5 in Lake zone were involved. In total 60 respondents were involved in the study. Interviews and questionnaires were administered during the study. In addition quantitative and qualitative data collection was used on site. Analysis included percentages, and comparisons were made between level of education, occupation, level of income, extent of promotion, competition extent of loyalty and extent of distribution of newspapers