Factors influencing the marketing mix to attract users of public libraries in Sanandaj city

this study aims to identify the effective factors in attracting users of public libraries in Sanandaj city, using the marketing mix. A questionnaire was developed by the researcher based on the marketing mix factors. Sanandaj public libraries’ statistics showed that 7281 users have visited public libraries before December 2014. The sample size was 366 users by Cochran formula. The collected data were analyzed by descriptive and inferential statistics. We used the Kolmogorov Smirnov test, t-test, variance analysis, and pattern of a single first-order. findings showed that marketing mix factors influenced the attraction of users of public libraries in Sanandaj city. Also, promotion, place and product factors influenced the attraction of users of public libraries in Sanandaj city. However, price did not influence it. Significant difference was not found between marketing mix and demographic variables. Results showed that marketing mix factor influenced the attraction of users of public libraries in Sanandaj city.