Antonia Dolores Cruz Suárez NOVIEMBRE 2012 - inicio

Cruz Suárez, Antonia Dolores. USER BEHAVIOR IN MARACAIBO COUNTYPUBLIC LIBRARIES. Universidad del Zulia. Facultad de Ciencias Económicas ySociales. División de Estudios para Graduados. Proyecto de trabajo especial degrado para optar al título de Magíster en Gerencia de Empresas. Mención: Gerenciade Mercadeo. Maracaibo – Venezuela. Mayo 2012. 153 pp.ABSTRACTThis study aimed to analyze user behavior in public libraries in the municipality ofMaracaibo, Zulia State, based on the approaches to Schiffman and Lazar (2005),Arellano (2004), Kotler and Armstrong (2005) and Kotler (2009). Investigation typewas descriptive with a non-experimental transactional descriptive desing of field.The population was integrated by the users of the Public Libraries of MaracaiboMunicipality. In order to select the sample, it was used a non-probability samplingof accidental type, being constituted by 398 users of Zulia Public Library, ofMaracaibo Municipality, as it is the only Public Library in this Municipality. Theinformation was collected with a dichotomous and multiple choice, validated byexperts with a reliability of 0.97 by the method of stability and equivalence. Theresults indicated that the demographic profile is characterized by user between 18and 49, with a predominance of single women with a university and secondary level,mostly students, with an income level located in the minimum wage. As for to thepsychographic profile of the personality level, people defined themselves as quiet,polite, intellectuals and sympathetic. They presented needs for power, affiliation andachievement, their motivations were personal, not social, maintaining a rational andemotional perceptions about public libraries, of Maracaibo Municipality.KEY WORDS: Behavior, User, Libraries, Public Maracaibo.e-mail: acruzbcv@cantv.net