WEB EXTENDED CONSUMER LITERACY WEB EXTENDED CONSUMER LITERACY PROGRAM FOR DISTANT LIBRARY PROGRAM FOR DISTANT LIBRARY

CLIENTELE: THE MARKET OUTREACH CLIENTELE: THE MARKET OUTREACH CONTEXTCONTEXT

bybyDr. (Mrs.) PromilaDr. (Mrs.) Promila

Department of Library & Information Science, Department of Library & Information Science, Panjab University, Chandigarh-160014Panjab University, Chandigarh-160014

promilapawar@yahoo.compromilapawar@yahoo.com

INTRODUCTIONINTRODUCTION

The emerging trends in the Information Society depict The emerging trends in the Information Society depict interplay of various forces in terms of:interplay of various forces in terms of:

• Communication Channels Created ,Communication Channels Created ,• Information Technology Equipment ,Information Technology Equipment ,• Data Administration Implemented ,Data Administration Implemented ,• Consumer Psychology Applied , andConsumer Psychology Applied , and• Information Use etc. Information Use etc.

INTRODUCTIONINTRODUCTION

•

• Thus Library and Information Institutions, have been Thus Library and Information Institutions, have been loaded with fresh dimensions.loaded with fresh dimensions.

• The added dimensions may be assumed as an answer to The added dimensions may be assumed as an answer to the growing Information Expectations on the part of the the growing Information Expectations on the part of the Information Seekers.Information Seekers.

• Whereby such Expectations cannot be met with, in the Whereby such Expectations cannot be met with, in the absence of an affluent Marketing Approach. absence of an affluent Marketing Approach.

• And Marketing Approach should be targeting , not only to And Marketing Approach should be targeting , not only to keep the Consumer Group intact but also to explore the keep the Consumer Group intact but also to explore the possibilities if its further Expansions too. possibilities if its further Expansions too.

INTRODUCTIONINTRODUCTION

In this context Consumer Literacy Program can offer In this context Consumer Literacy Program can offer unparalleled ,never-ending and fresh opportunities .unparalleled ,never-ending and fresh opportunities .

In fact Web based Consumer Literacy may perforate into In fact Web based Consumer Literacy may perforate into new zones of Information Consumption .new zones of Information Consumption .

Besides Web based Consumer Literacy can form Besides Web based Consumer Literacy can form significant part of Library Outreach Program and can play significant part of Library Outreach Program and can play a decisive marketing role.a decisive marketing role.

The Present Paper puts forth a Web based Consumer The Present Paper puts forth a Web based Consumer Literacy Program proposed with Outreach bearing, while Literacy Program proposed with Outreach bearing, while aiming at the Distant Library Clientele.aiming at the Distant Library Clientele.

THE CONSUMER LITARACY IN CONTEXT OF THE CONSUMER LITARACY IN CONTEXT OF EMERGING INFORMATION MARKET: THE EMERGING INFORMATION MARKET: THE

REQUISITIONREQUISITION

In all sectors of the Economy, the Consumer is being In all sectors of the Economy, the Consumer is being informed about the Product produced, as it provides the informed about the Product produced, as it provides the benefits of :benefits of :

• Providing knowledge about its very existence in the Providing knowledge about its very existence in the market to start with; market to start with;

• Making the Consumer understand the concept of the Making the Consumer understand the concept of the products and procedures to make use of it; products and procedures to make use of it;

• The varieties available within the brand; andThe varieties available within the brand; and• Lending the conviction, why consumer should go for the Lending the conviction, why consumer should go for the

product or its edge over rest of the parallel products in product or its edge over rest of the parallel products in the market. the market.

RESTRUCTURING INFORMATION LITERACY AS WEB RESTRUCTURING INFORMATION LITERACY AS WEB BASED CONSUMER LITERACY FOR ELECTRONIC BASED CONSUMER LITERACY FOR ELECTRONIC

ENVIRONMENT: THE REQUISITIONENVIRONMENT: THE REQUISITION

The Information Literacy Program in the present electronic The Information Literacy Program in the present electronic environment has to gain fresh perspective, in order to:environment has to gain fresh perspective, in order to:

Add alluring Market Affect for the Information Technology Add alluring Market Affect for the Information Technology (IT) equipped Information Consumer(IT) equipped Information Consumer

andand To recapture its fastly outgoing lusterTo recapture its fastly outgoing luster

RESTRUCTURING INFORMATION LITERACY AS WEB RESTRUCTURING INFORMATION LITERACY AS WEB BASED CONSUMER LITERACY FOR ELECTRONIC BASED CONSUMER LITERACY FOR ELECTRONIC

ENVIRONMENT: THE REQUISITIONENVIRONMENT: THE REQUISITION

And the best strategy for the purpose has to be twin-edged And the best strategy for the purpose has to be twin-edged with:with:

Inculcation of the IT based felicitations Inculcation of the IT based felicitations andand Special efforts to each out to the prospective LIC Special efforts to each out to the prospective LIC

Consumers, wherever they are.Consumers, wherever they are.

Thus Web based consumer Literacy for Distant Library Thus Web based consumer Literacy for Distant Library Clientele with Market Outreach Contexts.Clientele with Market Outreach Contexts.

WEB BASED CONSUMER LITERACY PROGRAM FOR WEB BASED CONSUMER LITERACY PROGRAM FOR DISTANT LIBRARY CLIENTELES: THE MARKET DISTANT LIBRARY CLIENTELES: THE MARKET

OUTREACH CONTEXTOUTREACH CONTEXT

• In the context of Global Village, the physical borders are being In the context of Global Village, the physical borders are being eradicated through the applications of ICT.eradicated through the applications of ICT.

• It is feasible for institutions like LIC nowadays, to offer the full range It is feasible for institutions like LIC nowadays, to offer the full range of Library and Information Services through online data transmission.of Library and Information Services through online data transmission.

• The Web plays significant role in further extending this feasibility.The Web plays significant role in further extending this feasibility.• As Web makes it convenient to manipulate and move information As Web makes it convenient to manipulate and move information

with ease and to package the information in ways that can excite and with ease and to package the information in ways that can excite and enrichenrich..

• And Consumer Literacy Program as one of the key service of LIC, And Consumer Literacy Program as one of the key service of LIC, may plays wonders through Web support .may plays wonders through Web support .

• Besides CLP extended through could reach out to its distant Besides CLP extended through could reach out to its distant consumers through its repackaged version, as proposed . consumers through its repackaged version, as proposed .

WEB BASED CONSUMER LITERACY PROGRAM FOR WEB BASED CONSUMER LITERACY PROGRAM FOR DISTANT LIBRARY CLIENTELES WITH MARKET DISTANT LIBRARY CLIENTELES WITH MARKET OUTREACH CONTEXT:THE STEPS INVOLVED OUTREACH CONTEXT:THE STEPS INVOLVED

For the sure success and the optimum productivity, the entire For the sure success and the optimum productivity, the entire program has to be a well- considered and systematic program has to be a well- considered and systematic exercise. In the present context the phased procedure can be exercise. In the present context the phased procedure can be undertaken in steps as:undertaken in steps as:Step I : Information Consumer Exploration;Step I : Information Consumer Exploration;Step II: Consumer Segmentation;Step II: Consumer Segmentation;Step III: Designing Phased Consumer Education Program;Step III: Designing Phased Consumer Education Program;Step IV: Web Based Consumer Literacy Program Through Step IV: Web Based Consumer Literacy Program Through Matched ProvisionsMatched ProvisionsStepStep V: Consumer Feedback and Implementations V: Consumer Feedback and Implementations

STEP I : INFORMATION CONSUMER EXPLORATIONSTEP I : INFORMATION CONSUMER EXPLORATION

In order to lay hand on neatly individualized market In order to lay hand on neatly individualized market components, the foremost requisitions for the Information components, the foremost requisitions for the Information Manager is to undertake a strategic and regular Market Manager is to undertake a strategic and regular Market Explorations That is:Explorations That is:

• Formal collection, analysis, and drawing Formal collection, analysis, and drawing inferences pertaining to the current or inferences pertaining to the current or prospective customers in the Information prospective customers in the Information Market; Market;

STEP I : INFORMATION CONSUMER STEP I : INFORMATION CONSUMER EXPLORATIONEXPLORATION

• Demarcating their respective Information ConsumptionDemarcating their respective Information Consumption

behaviors and patterns;behaviors and patterns;• Information Opinions held; and Information Opinions held; and • Major market being trends depicted.Major market being trends depicted.

Which in turn would facilitate the Consumer Segmentation Which in turn would facilitate the Consumer Segmentation (CS) in the light of their respective Information Needs (CS) in the light of their respective Information Needs

STEP II : CONSUMER SEGMENTATIONSTEP II : CONSUMER SEGMENTATION The Consumer Segmentation is undertaken for its operational convenience The Consumer Segmentation is undertaken for its operational convenience

as it ensures putting the Information Consumers characteristically under as it ensures putting the Information Consumers characteristically under various Segments. Since logically it is the best way to find out exactly various Segments. Since logically it is the best way to find out exactly what they want. And the facts thus segregated would place the what they want. And the facts thus segregated would place the Information Institution in position to ascertain :Information Institution in position to ascertain :

• Prevailing status of Information Consciousness among the targeted Prevailing status of Information Consciousness among the targeted Consumer Group ;Consumer Group ;

• Their respective consciousness regarding various Information Sources Their respective consciousness regarding various Information Sources and Services;and Services;

• Information Seeking Habits; Information Seeking Habits; • Degree of gained (prior) information insight ;Degree of gained (prior) information insight ;• Dimensions to the information requisitions; and Dimensions to the information requisitions; and

• Level of reigning Information Satisfaction, thus fixing the LIC’s Level of reigning Information Satisfaction, thus fixing the LIC’s designated contribution to the same designated contribution to the same

Figure 1Figure 1Consumer SegmentationConsumer Segmentation

Consumer Segmention Information InferencesConsumer Segmention Information Inferences

(Characteristics)(Characteristics)

Prior Orientations----------------------------------Information Perceptions, Inclinations, Prior Orientations----------------------------------Information Perceptions, Inclinations,

Preferences, Insights and seekingPreferences, Insights and seeking

Habits Habits

Academic Qualifications------------------------Information Drive, Level of Information Academic Qualifications------------------------Information Drive, Level of Information

Insight, Attitudes and Information Insight, Attitudes and Information

RequisitionsRequisitions

Status------------------------------------------------- Information Requisitions, Dimentions,Status------------------------------------------------- Information Requisitions, Dimentions,

Depth and DynamicsDepth and Dynamics

Professional Background ----------------------Prior Orientation ,Information Drive,Professional Background ----------------------Prior Orientation ,Information Drive,

Technical Requirements, Level of Technical Requirements, Level of

Information InsightInformation Insight

STEP III: DESIGNING PHASED CONSUMER EDUCATION STEP III: DESIGNING PHASED CONSUMER EDUCATION PROGRAMMEPROGRAMME

The segregated consumer related data would facilitate the The segregated consumer related data would facilitate the appropriate designing of Consumer Literacy Program, which appropriate designing of Consumer Literacy Program, which may constitute of different components ranking from most may constitute of different components ranking from most fundamental to the most advanced ones , as:fundamental to the most advanced ones , as:

LEVEL A : Forwarding Introductory TechniquesLEVEL A : Forwarding Introductory Techniques

LEVEL B: Intensive Service Oriented Techniques LEVEL B: Intensive Service Oriented Techniques

LEVEL C: Guide to Electronic Sources and ServicesLEVEL C: Guide to Electronic Sources and Services

Figure 2Figure 2Web Based CLP with Market Outreach ContextWeb Based CLP with Market Outreach Context

Information Market Explorations

Consumer Segmentation

Fixation Of Information Requisitions

Designing Consumer Literacy Program

Matching CG-CLP

Forwarding CLP through Web

Inculcation of Consumers’ Feedback

GIS Databases

Characteristic Segregation

Levels A, B and C

Status,,Unexpressed needs,Level of Informatiom Satisfaction and Targetted LIC contribution

STEP IV: WEB BASED CLP: THE MATCHED STEP IV: WEB BASED CLP: THE MATCHED

PROVISIONPROVISION

Hereby an attempt is made to concentrate upon individual Hereby an attempt is made to concentrate upon individual Consumer Groups, their respective characteristics in terms Consumer Groups, their respective characteristics in terms of:of:

• Exact Information Needs; Exact Information Needs; • Defining the Web tools most suitable to them; Defining the Web tools most suitable to them; • Structuring the content which is to be forwarded; and Structuring the content which is to be forwarded; and • Extending the information selectively to the Consumer in Extending the information selectively to the Consumer in

needneed

Figure 3Figure 3CLP vis-à-vis Web Based OutreachCLP vis-à-vis Web Based Outreach

CLP Components Matching Web based COPCLP Components Matching Web based COP

Introduction E-MailIntroduction E-Mail

Web AdvertisementsWeb Advertisements

Guidance LIC Portals & BlogsGuidance LIC Portals & Blogs

Reference Service Virtual Lib ServiceReference Service Virtual Lib Service

Online Chatting Online Chatting

Real Time Ref. ServiceReal Time Ref. Service

Announcements BBS and List ServeAnnouncements BBS and List Serve

Users’ Feedback E-Mail Users’ Feedback E-Mail

Online ChattingOnline Chatting

STEP V : CONSUMERS’ FEEDBACK: INVITATIONS STEP V : CONSUMERS’ FEEDBACK: INVITATIONS AND IMPLEMENTATIONSAND IMPLEMENTATIONS

Consumer Groups are Dynamic in nature owing to :Consumer Groups are Dynamic in nature owing to :

• Changing managerial roles,Changing managerial roles,• Shifts in Information Orientations,Shifts in Information Orientations,• History,History,• Maturity, andMaturity, and• Information Seeking BehaviorInformation Seeking Behavior

Thus shifting variables have to be inculcated through this Thus shifting variables have to be inculcated through this step for achieving the targeted success step for achieving the targeted success

CONCLUSIONCONCLUSION

There prevails obvious indications of LICs’ response to the There prevails obvious indications of LICs’ response to the electronic scenario.electronic scenario.

Presently what is most desired is the highly professional Presently what is most desired is the highly professional approach on the part of LIC Professionals.approach on the part of LIC Professionals.

Approach is desired as an answer to the emergence of Approach is desired as an answer to the emergence of Profit Oriented Information Institutions, which do not leave Profit Oriented Information Institutions, which do not leave any stone unturned to:any stone unturned to:

Allure the IC; Allure the IC; Customizing them to their regular usage; and Customizing them to their regular usage; and

Confirming them to be their Permanent ConsumersConfirming them to be their Permanent Consumers

CONCLUSIONCONCLUSION

Thus if LIC does not undertake appropriateThus if LIC does not undertake appropriate

Measures they may put their very uniquenessMeasures they may put their very uniqueness

at stake in context of Electronic Environmentat stake in context of Electronic Environment

CONCLUSIONCONCLUSION

Whereby Information Professionals has to Whereby Information Professionals has to constantly bear in mind and further affirm constantly bear in mind and further affirm their own uniqueness, owing to the facts:their own uniqueness, owing to the facts:

Of being traditional yet constantly improvingOf being traditional yet constantly improving Consumer Oriented yet Non- Profit –MakingConsumer Oriented yet Non- Profit –Making With Free of Cost Offerings yet Experimenting with With Free of Cost Offerings yet Experimenting with

NoveltyNovelty

That it ,representing true spirit of LibrarianshipThat it ,representing true spirit of Librarianship

If I have thousand ideas If I have thousand ideas and one turns out to be and one turns out to be Good ,I am SatisfiedGood ,I am Satisfied

Alfred Alfred nobelnobel

ThanksThanks