Comparative Analysis of Library Users’ Expectations and Perceptions of Marketing Strategies in Academic Libraries

This study compares library users’ expectations and perceptions regarding the marketing strategies employed by academic libraries at Manonmaniam Sundaranar University and the University of Kerala. The primary objectives are to evaluate and compare the expectations and perceptions of library users concerning the library marketing strategies at these two institutions. Data was collected from 766 users (PG and Research Scholars) of Arts and Science Colleges affiliated with Manonmaniam Sundaranar University and the University of Kerala through a structured questionnaire. The analysis involved descriptive statistics and paired sample text. The findings show that marketing information products and services available in college libraries is insufficient to meet the users’ expectations. Users of libraries in Arts and Science Colleges affiliated to Manonmaniam Sundaranar University differ significantly in expectation and perceived scores. Library orientation and other promotional activities have not effectively reached the users. The null hypothesis is rejected at 0.05 level and interpreted that users of Manonmaniam Sundaranar University and the University of Kerala differ significantly in their expectation and perceived experience of marketing library resources and services except on staff cooperation. This paper offers a unique contribution by comparing library users’ expectations and perceptions of marketing strategies. By highlighting differences and similarities in user experiences, the study aims to inform more effective marketing strategies tailored to the specific needs of each university’s library users.