Allocative and informational pricing roles in MBA program choice
conference contribution
posted on 2006-01-01, 00:00authored byPauline Hagel, Robin Shaw
This paper reports on a study of how prospective and current MBA students (n = 699) made tradeoffs between tuition price and other variables in choosing a university program in the Australian market. Two price segments were identified: price-negative and price-positive. The price-positive segment constituted 13 per cent of the sample. The behaviour of the two price segments is interpreted in relation to the allocative and informational roles of price. Price-positive respondents were found to be more concerned with the reputational characteristics of universities and programs in making their choice. Age, enrolment mode, and residential state were found to be associated with segment membership. The results suggest that an MBA by distance education can be regarded as a prestige product for some market segments.
History
Event
Academy of Marketing. Conference (2006 : London, England)
Pagination
1 - 12
Publisher
Middlesex University Press
Location
London, England
Place of publication
Middlesex, England
Start date
2006-07-04
End date
2006-07-06
ISBN-13
9781904750499
ISBN-10
1904750494
Language
eng
Publication classification
E1 Full written paper - refereed
Copyright notice
2006, Middlesex University Press
Editor/Contributor(s)
J Egan, P Baines
Title of proceedings
AM 2006 : Academy of Marketing Conference, London : Conference proceedings