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Segmentation of library visitors in Singapore: learning and reading related lifestyles

Kau Ah Keng (Kau Ah Keng is Professor in the Department of Marketing, National University of Singapore Business School, Singapore. E‐mail: bizkauak@nus.edu.sg)
Jochen Wirtz (Jochen Wirtz is Associate Professor, in the Department of Marketing, National University of Singapore Business School, Singapore. E‐mail: bizkauak@nus.edu.sg)
Kwon Jung (Kwon Jung is Associate Professor, KDI School of Public Policy and Management, Seoul, Korea.)

Library Management

ISSN: 0143-5124

Article publication date: 1 February 2003

2116

Abstract

Examines the learning and reading‐related lifestyles of users and non‐users of libraries in Singapore. Door‐to‐door personal interviews with over 800 respondents in the age group of over 15 were used to collect the data. Factor analysis was used to establish eight types of reading and learning lifestyles. Subsequently cluster analysis was used to segment the respondents into seven types of library visitors. Together with their demographic characteristics and usage patterns of libraries, distinct profiles of these segments of people could be constructed. Finally, implications for library policy planners are discussed.

Keywords

Citation

Ah Keng, K., Wirtz, J. and Jung, K. (2003), "Segmentation of library visitors in Singapore: learning and reading related lifestyles", Library Management, Vol. 24 No. 1/2, pp. 20-33. https://doi.org/10.1108/01435120310454485

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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