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The influence of delivery mode on consumer choice of university

conference contribution
posted on 2007-01-01, 00:00 authored by Pauline Hagel, Robin Shaw
This paper reports on an empirical investigation into the importance of study mode in the choice of university by Australian student-consumers, using conjoint methods. Traditional approaches to investigating student choice have overlooked study mode because they assume a norm of face-to-face attendance on-campus. Three segments were identified based on the relative importance which students placed on the university, study mode and tuition fees in making their choice, and the segments were distinguishable on some demographic and situational variables. The findings have relevance to universities across national and reputational markets in making their decisions about how to deliver educational products.

History

Event

European Conference of the Association for Consumer Research (8th : 2007 : Milan, Italy)

Pagination

531 - 536

Publisher

Association for Consumer Research

Location

Milan, Italy

Place of publication

Milan, Italy

Start date

2007-07-10

End date

2007-07-14

ISBN-13

9780915552603

ISBN-10

0915552604

Language

eng

Notes

Access to this item is freely available via the link below.

Publication classification

E1 Full written paper - refereed

Editor/Contributor(s)

S Borghini, M McGrath, C Otnes

Title of proceedings

European advances in consumer research. Volume 8

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