Higher Education Consumer Choice

The purpose of this research is to establish the principles of consumer behavior in the market of restaurant services of Zhytomyr and to segment the market of consumers of restaurant business services of the city on a number of criteria to provide producers with reliable information about the structure of demand, tastes and desires of consumers. Such information should be the basis for creating a restaurant product that will maximally meet the requirements of the market. The research methodology includes marketing research methods. These methods were applied by conducting an online survey of potential consumers of restaurant services in Zhytomyr. Thanks to the use of Internet technologies, the fundamental principle of marketing research (randomization) was ensured and enough respondents were reached. This allowed us to obtain an acceptable accuracy of research results. Statistical and graphical methods have been used in Microsoft Excel to process and visualize the results of marketing research. Results. The demographic and social portrait of a typical consumer of restaurant services in Zhytomyr is as follows: they are mostly people aged 18-29, most often men, not married, without children, with incomplete higher education (less often with full higher education), mostly students and housewives. The preferences, wishes and habits of respondents when visiting restaurants were determined by the survey results. 51% of respondents visit such facilities several times a month. At the same time, the largest share of respondents (45.8 %) identify themselves mainly as passive visitors to restaurants. Scientific novelty of the work: we established five most important factors of consumer choice of restaurant facilities (menu, prices, cleanliness of premises, politeness of personnel, speed of service). However, the role of these factors is different for different visiting purposes. The factors in case of family vacation situations, romantic, business meetings, meetings with friends, and banquet were deduced. The practical value of the work is that on the basis of a composite portrait of the consumer, the institutions of the restaurant business of the city can implement the development of differentiated marketing activities. And not only to strengthen the desirable competitive advantages, but also purposefully inform about the competitive advantages existing and potential consumers through effective means of marketing communications.

Download Full-text

Modelling trade-offs in students’ choice set when determining universities

International Journal of Educational Management ◽

10.1108/ijem-01-2018-0007 ◽

2019 ◽

Vol 33 (5) ◽

pp. 979-989 ◽

Cited By ~ 3

Author(s):

Andriani Kusumawati ◽

Nelson Perera ◽

Venkata Yanamandram

Keyword(s):

Higher Education ◽

Conjoint Analysis ◽

Consumer Choice ◽

Public University ◽

Marketing Strategies ◽

Potential Contribution ◽

Prospective Students ◽

Trade Off ◽

Content Type ◽

Trade Offs

Purpose The purpose of this paper is to identify the factors influencing Indonesian students’ choice of university by estimating the trade-off students make in selecting a university. Design/methodology/approach Conjoint analysis was used to examine the relative importance and the part-worth scores of the attributes that influence students’ public university preferences in Indonesia. Findings High-school leavers in Indonesia trade off university preferences and view advice from family, friends, and/or teachers, reputation, and job prospects as important factors for selecting a public university. Two different preference-based segments of prospective students were identified from cluster analysis, and classified as either a “social networks-based decision” or a “rational decision” segment. A choice simulator was employed with three propositions, and the segments were found to have dissimilar preferences. Research limitations/implications While this paper provides insights on higher-education consumer choice, more research is needed that includes samples from different types of higher-education institutions and fields of study. Practical implications A greater understanding of student choice can help to inform marketing practices and customize marketing strategies for each segment by providing important information to principal parties involved in making university choice decisions. Originality/value This paper demonstrates the relevance and value of conjoint analysis as an effective analytical tool for the identification of important choice criteria and its potential contribution to the development of more effective marketing strategies.

Download Full-text

Organisational Factors Influencing Higher Education Consumer Choice

Higher Education Consumer Choice ◽

10.1007/978-1-137-49720-8_5 ◽

2016 ◽

pp. 94-117

Author(s):

Jane Hemsley-Brown ◽

Izhar Oplatka

Keyword(s):

Higher Education ◽

Consumer Choice ◽

Factors Influencing ◽

Organisational Factors

Download Full-text

Higher education consumer choice

Journal of Marketing for HIGHER EDUCATION ◽

10.1080/08841241.2016.1241515 ◽

2016 ◽

Vol 26 (2) ◽

pp. 233-235

Author(s):

Hanif Haghshenas

Keyword(s):

Higher Education ◽

Consumer Choice

Download Full-text

New Directions: Privatization and Higher Education in Alberta

Canadian Journal of Higher Education ◽

10.47678/cjhe.v26i2.183238 ◽

1996 ◽

Vol 26 (2) ◽

pp. 59-79

Author(s):

Peter Rae

Keyword(s):

Higher Education ◽

Postsecondary Education ◽

Consumer Choice ◽

Private Investment ◽

Educational Institutions ◽

Public Interests ◽

New Directions

Recent Alberta initiatives in higher education reflect a growing Canadian preoccupation with privatization. Opposing ideological forces offer conflicting assessments of privatization in higher education: as endangering the very nature and goals of higher education or as simply providing additional resources and greater consumer choice. Privatization in higher education is identified as a shift in the balances of finance or control from public to private. It is implemented in higher education through the encouragement or toleration of private educational institutions or through the fostering of private investment in public systems. Alberta's 1994 restructuring of postsecondary education is identified as an approach which implements a privatization agenda while claiming to safeguard public interests.

Download Full-text

An Unnecessary KIS? The UK’s Key Information Set, was it Really needed and What was its Real Purpose?

Shanlax International Journal of Education ◽

10.34293/education.v8i2.1477 ◽

2020 ◽

Vol 8 (2) ◽

pp. 1-9

Author(s):

Andrew Gary Darwin Holmes

Keyword(s):

Higher Education ◽

Consumer Choice ◽

Free Market ◽

Informed Choice ◽

White Paper ◽

Central Component ◽

Student Survey ◽

Policy Makers ◽

The United Kingdom ◽

Information Set

This paper provides a critical analysis of the United Kingdom’s higher education Key Information Set (KIS), which was implemented following the 2011 UK White Paper ‘Students at the Heart of the System’. It argues that one of the central tenets of the KIS – providing information that students within a free market can make an informed choice and, through this process of consumer choice improve the quality of teaching, is untenable because a central component of the KIS, the National Student Survey (NSS), is unreliable when used for comparing university courses. Further, it argues that the KIS reified a neoliberal perspective about the worth and value of higher education qualification, positioning it as a commodity of value only to the paying individual rather than being something of value to society as a whole. It will be of particular interest to academics and policy makers from outside of the United Kingdom, where governmental and regulatory agencies may be implementing similar policies.

Download Full-text