Factors Causing Utility in University Book Buyers

To obtain chief elements of utility among Persian university book buyers.
Data gathered using semi-structured interviews with 200 book buyers from three university press of SAMT, Iran University Press (Markaz Nashre Daneshgahi) and University of Tehran press during a time span of three months and analyzed using content analysis.
First priority of customers while deciding what to buy is the price. Quality, validity and information need are the main categories.
Increasing the quality of university books and making relevance between university curriculum and books will increase the purchase.