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Allocative and informational pricing roles in MBA program choice

Hagel, Pauline and Shaw, Robin 2006, Allocative and informational pricing roles in MBA program choice, in AM 2006 : Academy of Marketing Conference, London : Conference proceedings, Middlesex University Press, Middlesex, England, pp. 1-12.

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Title Allocative and informational pricing roles in MBA program choice
Author(s) Hagel, Pauline
Shaw, Robin
Conference name Academy of Marketing. Conference (2006 : London, England)
Conference location London, England
Conference dates 4-6 July 2006
Title of proceedings AM 2006 : Academy of Marketing Conference, London : Conference proceedings
Editor(s) Egan, John
Baines, Paul
Publication date 2006
Conference series Academy of Marketing Conference
Start page 1
End page 12
Publisher Middlesex University Press
Place of publication Middlesex, England
Keyword(s) pricing
allocative
informational
segmentation
conjoint analysis
education
Summary 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.
ISBN 1904750494
9781904750499
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, Middlesex University Press
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005937

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.