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A taxonomy of prestige-seeking university students: strategic insights for higher education

Casidy, Riza and Wymer, Walter 2016, A taxonomy of prestige-seeking university students: strategic insights for higher education, Journal of strategic marketing, In press, pp. 1-16, doi: 10.1080/0965254X.2016.1182573.

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Title A taxonomy of prestige-seeking university students: strategic insights for higher education
Author(s) Casidy, RizaORCID iD for Casidy, Riza
Wymer, Walter
Journal name Journal of strategic marketing
Season In press
Start page 1
End page 16
Total pages 16
Publisher Taylor and Francis
Place of publication London, Eng.
Publication date 2016-05-25
ISSN 1466-4488
Keyword(s) achievement orientation
prestige sensititivity
cluster analysis
higher education
Summary This study explores the importance of psychographic characteristics as potential segmentation bases in the higher education sector. In particular, we develop a taxonomy of university students based on their achievement orientation and prestige sensitivity. The study analyses the survey data obtained from 948 respondents using cluster analyses and multiple analysis of variance (MANOVA), indicating interesting findings. Three distinct clusters emerge, namely Strivers, Modest Achievers and Prestige-seeking Innovators. Findings reveal that Prestige-seeking Innovators have a more positive attitude towards the university, whereas Strivers have the strongest sense of regret over their decision to enrol at their current university and would seize the opportunity to enrol in a more prestigious university. The taxonomy is highly relevant to marketers of higher education institutions as it gives insights into potential bases for segmentation, positioning and communication strategies targeting the specific characteristics of each segment.
Language eng
DOI 10.1080/0965254X.2016.1182573
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
1505 Marketing
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Taylor and Francis
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Document type: Journal Article
Collection: Department of Marketing
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