The influence of delivery mode on consumer choice of university
conference contribution
posted on 2007-01-01, 00:00authored byPauline 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
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