Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students

This study explores the decision-making process of students in choosing a university for an undergraduate study and its relationship with the factors that influence the pursuit of higher education, motivation to search and perceive the criteria in choosing university. Respondents were randomly selec...

Full description

Saved in:

Bibliographic Details
Main Author:	Jamilah, Samsudin
Format:	Thesis
Language:	eng eng
Published:	2004
Subjects:	LB2300 Higher Education
Online Access:	https://etd.uum.edu.my/1214/1/JAMILAH_BT._SAMSUDIN.pdf https://etd.uum.edu.my/1214/2/1.JAMILAH_BT._SAMSUDIN.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.1214
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
topic	LB2300 Higher Education
spellingShingle	LB2300 Higher Education Jamilah, Samsudin Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students
description	This study explores the decision-making process of students in choosing a university for an undergraduate study and its relationship with the factors that influence the pursuit of higher education, motivation to search and perceive the criteria in choosing university. Respondents were randomly selected from among the first year undergraduate students at Universiti Utara Malaysia (UUM), the only university specializing in management programs in Malaysia. The theoretical framework of this study was modified from Brennan’ model (Brennan, 2001). The study found that the decision-making capability of students based on the uncertainty orientation where students actively seek information about higher learning institution face the risk of an ambiguity future. The study also found that students’ pursuit of higher education is much influenced by their peers. Their motivation to search a higher learning institution is mostly motivated by the purchasing decision involvement or their level of involvement and sense of importance about purchase decision. The findings also revealed that the top five criteria perceived by students in choosing a university are education facilities, job placement programs, degree program offered, safety on campus, and relevance of program to a chosen career. The findings of the study benefit the university especially the education marketers and also the policy makers in designing their effective marketing campaign and promotional activities to attract student to choose the university.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Jamilah, Samsudin
author_facet	Jamilah, Samsudin
author_sort	Jamilah, Samsudin
title	Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students
title_short	Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students
title_full	Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students
title_fullStr	Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students
title_full_unstemmed	Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students
title_sort	students' choices of university from consumer behavior perspectives : a case study of uum undergraduate students
granting_institution	Universiti Utara Malaysia
granting_department	Faculty of Business Management
publishDate	2004
url	https://etd.uum.edu.my/1214/1/JAMILAH_BT._SAMSUDIN.pdf https://etd.uum.edu.my/1214/2/1.JAMILAH_BT._SAMSUDIN.pdf
_version_	1747827097274941440
spelling	my-uum-etd.12142013-07-24T12:10:57Z Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students 2004 Jamilah, Samsudin Faculty of Business Management Faculty of Business Management LB2300 Higher Education This study explores the decision-making process of students in choosing a university for an undergraduate study and its relationship with the factors that influence the pursuit of higher education, motivation to search and perceive the criteria in choosing university. Respondents were randomly selected from among the first year undergraduate students at Universiti Utara Malaysia (UUM), the only university specializing in management programs in Malaysia. The theoretical framework of this study was modified from Brennan’ model (Brennan, 2001). The study found that the decision-making capability of students based on the uncertainty orientation where students actively seek information about higher learning institution face the risk of an ambiguity future. The study also found that students’ pursuit of higher education is much influenced by their peers. Their motivation to search a higher learning institution is mostly motivated by the purchasing decision involvement or their level of involvement and sense of importance about purchase decision. The findings also revealed that the top five criteria perceived by students in choosing a university are education facilities, job placement programs, degree program offered, safety on campus, and relevance of program to a chosen career. The findings of the study benefit the university especially the education marketers and also the policy makers in designing their effective marketing campaign and promotional activities to attract student to choose the university. 2004 Thesis https://etd.uum.edu.my/1214/ https://etd.uum.edu.my/1214/1/JAMILAH_BT._SAMSUDIN.pdf application/pdf eng validuser https://etd.uum.edu.my/1214/2/1.JAMILAH_BT._SAMSUDIN.pdf application/pdf eng public masters masters Universiti Utara Malaysia Alba, J. (1987). The effects of frequency knowledge on consumer decision making. Journal of Consumer Research, 14, 14-25. Arnould, E., Price, L., & Zinkharn, G. (2002). Consumers, International Edition, London: McGraw-Hill. Assael, H. (1984). Consumer Behavior and Marketing Action, (2nd ed.). Boston: Kent Publishing Company. Assael, H. (1992). Consumer Behavior and Marketing Action, (4th ed.). Boston: PWS Kent. Baker, M. J. (1998). Macmillan Dictionary of Marketing and Advertising, (3rd ed.). Great Britain: Macmillan Business. Baldwin, P. (1991). Higher Education: Quality and Diversity in the 1990's. Policy Statement by Minister for Higher Education and Employment Services, AGPS, Canberra. Bearden W. & Rose, R. (1990). Attention to Social Comparison Information: An Individual Difference Factor Affecting Conformity. Journal of Consumer Research, 14, 8-17. Bearden, W. 0. & R .G. Netemeyer, (1998). Handbook of Marketing Scales. California, Sage Publications. Berry, L. L. (1980). Service marketing is different. Business, 30,24-9. Bettman, J. (1973). Perceived risk and its component; a model and empirical test. Journal of Marketing Research, 15, 184-190. Betty, S. E. & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14, 83-95. Cox, D. & Bauer, R. A. (1964). Self-confidence and persuasibility in women. Public Opinion Quarterly, 28 (Fall): 452-466. deBont, C. J. P. M. and J.P.L. Schoormans (1995). The effects of product expertise on consumer evaluations of new product concept. Journal of Economic Psychology, 16(4), 599-615. Binsardi, A., Ekwulugo, F., & Price, C. (2002). International Marketing of British Education: Research on the Students' Perception and the UK Market Penetration. Paper presented at UKCOSA Conference, University of Surrey. Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structure for service firms. In J.H. Donnelly & W.R George (Eds). Marketing Services (pp.47-51). Chicago: American Marketing Association. Booms, B. H., & Nyquist, J. (1981). Analysing the customer/ firm communication component of the service marketing mix. In J. H. Donnelly & W. R. George (Eds).Marketing Services (pp. 172-177). Chicago: American Marketing Association. Brennan, Linda (2001). How prospective students choose universities: A buyer behavior perspective. Unpublished dissertation, University of Melbourne, Melbourne. Brim, 0. G., & Wheeler, S. (1996). Socialization After childhood: Two Essays. New York: John Wiley & Sons. Brown, K.G. (1991). Post secondary Plan of High-School seniors in 1972 and 1980: Implications for Student Quality. Paper presented at the Annual forum of the Association for Institutional Research. Denver. Chapman, D. (1981). A model of student college choice. Journal of Higher Education, 52(5)490-505. Cohen, J. & Golden, E. (1972). Informational Social Influence and Product Evaluation. Journal of Applied Psychology, 56, 54-59. Conway, T., Mackay, S. & Yorke, D. (1994). Strategic planning in higher education: who are the customers? International Journal. of Educational Management,8(6),29-36. Cox, W.E.(1967). Product Life Cycles as marketing Models. Journal of Business,40 (4),81-90. Dato' Mustapa Mohamed (2003). International Education: The Effects of Globalization-Needs, Challenges & Strategies. [Online] Available http://neac.nov.my Dickinson, R. (1982). Search Behavior: A note." Journal of Consumer Research,9 (June), 115-116. Dowling, G., & Staelin, R. (1994). A model of perceived risk and intended risk handling activity. Journal of Consumer Research, 21(1),119-134. Du Plessis, P. J., & Rosseau, G. G. & Blen, N. H. (1991). Consumer Behavior. A South Africa Perspective. Pretoria: Sigma. Dubois, B. (2000). Understanding, the consumer: a European perspective. London: Prentice-Hall. Dunn, C., & Wharton, H. (2003). The Decision Making Process of Students Entering Higher National Diplomas. United Kingdom: Coventry University. Edmond, M. (1995). Quality support services for international students: AVCC code of ethical practice in the provision of education to overseas students by Australian higher education institutions. Journal of Tertiary Education Administration, 17(1), 51-62. Engel, J.F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, (8th ed.). Texas: Dryden Press. Erasmus, A. C., Boshoff, E. & Rosseau, G. G. (2001). Consumer decision-making models. Journal of Family Ecology and Consumer Sciences, 29 (82-90), Ethington, C. A. & Wolfle, M (1988). Women's selection of quantitative undergraduate fields of study: direst and indirect influences. American Educational Research Journal 25(2),157-175. Foxall, G. (1980). Consumer Behavior. a practical guide. England: Croom Helm. Foxall, G., Goldsmith, R. & Brown, S. (1998). Consumer Psychology for Marketing. U.K.: International Thomson Business Press. Fisher, J. (1987). Social Class and Consumer Behavior: The Relevance of Class and Status. Advances in Consumer Research, 14 (1), 492-496. French, J., & Raven, B. (1969). The Bases of Social Power In Cartright, D. Studies in Social Power, Arbor, 150-167. Gabbot, M., & Hogg, G. (1998), Consumers and Services, New York: Wiley. George, W. R. (1977). The retailing of services: a Challenging future. Journal of Retailing;, 53, 85-98. Gronroos, C. (1978). A service-oriented approach to marketing of services. European Journal of marketing,12 (8),588-601. Hansen, F. (1976). Psychological Theories of Consumer Choice. Journal of Consumer Research, 3 (December), 117-142. Harman, G. (1994). Australian higher education Administration and the quality assurance movement, Journal of Tertiary Education Administration, 16 (I), 25-43. Harris, S. M. (1999). Factors influencing the pursuit of higher education. Exploring the factor structure of a questionnaire. Unpublished dissertation, Auburn University, Auburn. Harris, S. M. & Halpin, G. (2002). Development and validation of the factors influencing pursuit of higher education questionnaire. Educational and Psychological Measurement, 62(1),79-96. Hayden, M. L. (2000). Factors that influence the college choice process for African American students. Unpublished dissertation, State University, Virginia. Holland, J. L. (1958). Student explanations of college choice and their relation to college productivity, and sex differences. College and University, 3(33),313-320. Hoyer, W., & MacInnis, D, (2000), Consumer Behavior, New York: Houghton Miffin Company. Holt, D. (1994), Consumers' Cultural Differences as Local Systems of Taste: A Critiques of the Personality1 Values Approach as an alternative Framework. Asia Pacific Advances in Consumer Research, 1,178-84. Ivy, J. (2001). Higher education institution image, a correspondence analysis approach. The International Journal of Educational Management, 15 (6),276-282. Jacoby, J., & Kaplan, L. (1972). The Components of Perceived Risk. In.Venkatesan, M. (Ed). Advances in Consumer Research, 3,382-383. Jacoby, J. (1976). Consumer Psychology: An Octennium. In Mussen, P.,& Rosenweig, M., (Eds). Annual Review of Psychology~27. 331-358. James, R. (2001). Understanding Prospective Student Decision Making in Higher Education and Implications for Marketing Strategies. The University of Melbourne: Centre for the Study of Higher Education, James, R., Baldwin, G., & McInnis, C. (1999). Which University? The factors influencing the choice of prospective undergraduates. Unpublished dissertations, University of Melbourne, Melbourne. Kardes, F. R. (2002). Consumer Behavior and Managerial Decision Making. New Jersey: Prentice-Hall. Kassarjian, H. H. (1971). Low Involvement-a second look. Consumer Research.K.B. Munroe. 8;31-34. Kassarjian, H. (1971). Personality and Consumer Behavior: A Review. Journal of Marketing Research, 8,409-418. Kotler, P., & Fox, K. (1985). Strategic Marketing for Educational Institutions.New Jersey: Prentice-Hall. Kotler, P. (1991). Marketing Management, (7th ed.). London: Prentice-Hall. Kotler, P. (1994). Marketing Management. New Jersey: Prentice-Hall. Kotler, P., & Andreasen, A. (1991). Strategic Marketing for Nonprofit Organizations. New jersey: Prentice-Hall. Kotler, P., & Fox, K. (1995). Strategic Marketing for Educational Institutions (2nd ed.). New Jersey: Prentice-Hall. Krampf, R., & Heinlen, A. (1981). Developing Marketing Strategies and Tactics in Higher Education Through Target Market Research. Decision Sciences, 12 (2), 125-142. Lanzetta, J. T. and Driscoll, J.M.(1968). Effects of uncertainty and importance on information search in decision making. Journal of Personality and Social Ps~psychology 10,479-486. Levitt, T. (1980). Marketing success through differentiation-of anything. Harvard Business Review, February, 83-91. Lin, L. (1997). What are student education and educational related needs. Marketing and Research Today. The Netherlands, 25 (3)99-212. Lindsay, A. (1994). Quality and management in universities. Journal of Tertiary Education Administration, 16(1),55-68. Lynn, R., & S. L. Hampson (1983). "Determinants of Educational Achievement at 1 6+;Intelligence, personality home background and school."Personality Individual Difference, 4(5):473-481. Marceau, J.(993). Steering from a Distance: International Trends in the Financing and Governance of Higher Education., Canberra, Australian Government Publishing Service. Mazzarol, Tim (1998). Critical success factors for international education marketing. International Journal of Education Management, 12(4),163-178. McCort, D. & Malhotra, N. (1993). Culture & Consumer Behavior. Towards an Understanding of Cross Cultural Consumer Behavior in International Marketing. Journal of International Consumer Marketing, 6(2), 91-127. McColl-Kennedy, J, & Fetter, R. (1999). Dimensions of consumer search behavior in services. The Journal of Services Marketing, 13(3),242-265. McInnis, C., & James, R. (1995). First Year on Campus: Diversity in the Initial Experiences of Australian Undergraduates. Canberra, Australian Government Publishing Services. Mitchell, A. A. and P. A. Dacin (1996). The assessment of alternative measures of consumer expertise. Journal of Consumer Research, 23 (December), 219-239. Moogan, Y. J., Baron, S., & Harris, K. (1999). Decision-making behavior of potential higher education students,53 (3),211-28. Moogan, Y., Baron, S., & Bainbridge, S. (2001)l. Timing and Trade-offs in the Marketing of Higher Education; A Conjoint Approach. Marketing-Intelligence and Planning, 19(3), 79-87. Moore, P. G. (1989). Marketing higher education. Higher Education Quarterly, 43(2),108-24. Mowen, J. C. (1995). Consumer Behavior, (4th ed.). New Jersey: Prentice-Hall. Narver, J.C., Slater, S. F. (1990). The effects of a market orientation on business profitability. Journal of Marketing, 54,20-35. Naude, P., & Ivy, J. (1999). The marketing strategies of universities in United Kingdom. The International Journal of Education Management, 13 (3), 126-134. Nguyen, N. & LeBlanc, G. (2001). Image and reputation of higher education institutions in students retention decisions. The International Journal of Educational Management, 15(6),303-311. Nicholls, J., Harris, J., Morgan, E., Clarke, K., & Sims, D. (1995). Marketing higher education: the MBA experience. International Journal of Educational Management, 9(2), pp. 31-38. O'Mahony, G., Mc Williams, A., & Whitelaw (2001). Why students choose a hospitality program? Cornell Hotel and Restaurant Administration Quarterly, Cornell University. Paulsen, M. (1990). College choice: understanding student enrollment behavior.,Washington: George Washington University. Rao, A. R. & Sieben, W. A. (1992). The effect of prior knowledge on price acceptability and the type of information examined. Journal of Consumer Research, 19 (September), 257-270. Riding, R. J. (1977). School Learning: Mechanisms and Processes. London: Open Books. Roselius, T. (1971). Consumer Rankings of Risk. Education Methods. Journal of Marketing, Jan. 56-61 Rothschild, M. L. (1984). Perspectives on Involvement: Current Problems and Future Directions. Advances in Consumer Research, 11:216-217. Sasser, W. E. (1976). Match supply and demand in service industries. Harvard Business Review, 54,122.40. Schiffman, L., and Kanuk, L. (1994). Consumer Behavior. New Jersey: Prentice-Hall. Sekaran, U. (2000). Research Methods for Business. A Skill Understanding Approach, (3rd ed,). New York: John Wiley & Sons Inc. Shuell, J.J., & Lee, C.Z. (1976). Learning and Instruction. Monterey, CA. Brooks-Cole Publishing. Simonson, I., & Huber, J. (1988). The relationship between prior brand knowledge and information acquisition order. Journal of Consumer Research, 14(4),566-578. Simonson, I. (1995). Psyching out customer choice. Business Wire,..tmpt..Stanford Graduate School of Business. Singelton, J. (1974). Implications of education as a cultural transmission. In Spindler, C.D. (Eds), Education and Cultural Process: Toward and Anthropology of Education, New York, N.Y. 26-38. Smith, J. B. & Bristor, J.M. (1994). Uncertainty orientation: Explaining differences in purchase involvement and external search. Psychology & Marketing, 11(6),587-607. Soloman, M., Bambossy, G., & Askeegard, S. (1999). Consumer Behavior. England, Prentice Hall. Sorrentino, R. M. & R. Bobeel, (1988). "Uncertainty orientation and persuasion: Individual differences in the effects of personal relevance on social judgments." Journal of Personality and Social Psychology 47:884-889. Sorrentino, R. M. & Roney, C. (1986). Uncertainty orientation, achievement related motivation, and task diagnosticity as determinants of task performance. Social Cognition, 4,420-436. Soutar, G., & Turner, J. (2002). Students preferences for university: a conjoint analysis. The International Journal of Educational Management, 16(I), 40-45. Statt, D. (1997). Understanding the Consumer. Great Britain: Macmillan Business. Sue, S. & Okazaki, S. (1990). Asian-American educational achievement: A phenomenon in search of an explanation. American Physiologist, 45, 913-920. Turner, J. (1998). An Investigation of Business Undergraduates Choice to Study at Edith Cowan University. Unpublished dissertation, Edith Cowan University, Perth. Upah, G. D. (1980). Mass marketing in service retailing: a review and synthesis of major methods. Journal of Retailing, 56, 59-76. Urbany, J.E., P.R. Dickson. Et al (1989)."Buyer uncertainty and information search." Journal of Consumer Research 16 (2, September'): 208-215. Wajeeh, E. M., & Micceri, J. (1997). Factors Influencing Students' College Choice at Traditional and Metropolitan Universities. Paper presented to the 37th Annual forum of the Association for Institutional Research, Orlando, Florida.

Students' Choices of University from Consumer Behavior Perspectives : A Case Study of UUM Undergraduate Students

Similar Items