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A market segmentation approach for higher education based on rational and emotional factors.

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Title: A market segmentation approach for higher education based on rational and emotional factors.
Authors: Angulo, Fernando1 (AUTHOR) AnguloRuizL@macewan.ca, Pergelova, Albena1 (AUTHOR), Rialp, Josep2 (AUTHOR)
Source: Journal of Marketing for Higher Education. 2010, Vol. 20 Issue 1, p1-17. 17p. 5 Charts, 1 Graph.
Subject Terms: *Higher education, *Secondary education, *Educational quality, *University faculty, Market segmentation, Marketing
Abstract: Market segmentation is an important topic for higher education administrators and researchers. For segmenting the higher education market, we have to understand what factors are important for high school students in selecting a university. Extant literature has probed the importance of rational factors such as teaching staff, campus facilities, and quality of education. Less attention has been devoted to the relevance of emotional factors such as personal values. The aim of this paper is to suggest a segmentation approach based on integrating rational and emotional factors that prospective students value when selecting a university. We gather information from 21 focus groups and develop a survey applied to a sample of high school students. We find six segments characterized by distinct rational and emotional underlying factors that lead to a particular composition for each segment. The factors discussed in this research can be used as a guide for higher education managers to develop segmentation and communication plans. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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  Data: A market segmentation approach for higher education based on rational and emotional factors.
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  Data: <searchLink fieldCode="AR" term="%22Angulo%2C+Fernando%22">Angulo, Fernando</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> AnguloRuizL@macewan.ca</i><br /><searchLink fieldCode="AR" term="%22Pergelova%2C+Albena%22">Pergelova, Albena</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Rialp%2C+Josep%22">Rialp, Josep</searchLink><relatesTo>2</relatesTo> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+for+Higher+Education%22">Journal of Marketing for Higher Education</searchLink>. 2010, Vol. 20 Issue 1, p1-17. 17p. 5 Charts, 1 Graph.
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  Data: *<searchLink fieldCode="DE" term="%22Higher+education%22">Higher education</searchLink><br />*<searchLink fieldCode="DE" term="%22Secondary+education%22">Secondary education</searchLink><br />*<searchLink fieldCode="DE" term="%22Educational+quality%22">Educational quality</searchLink><br />*<searchLink fieldCode="DE" term="%22University+faculty%22">University faculty</searchLink><br /><searchLink fieldCode="DE" term="%22Market+segmentation%22">Market segmentation</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink>
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  Data: Market segmentation is an important topic for higher education administrators and researchers. For segmenting the higher education market, we have to understand what factors are important for high school students in selecting a university. Extant literature has probed the importance of rational factors such as teaching staff, campus facilities, and quality of education. Less attention has been devoted to the relevance of emotional factors such as personal values. The aim of this paper is to suggest a segmentation approach based on integrating rational and emotional factors that prospective students value when selecting a university. We gather information from 21 focus groups and develop a survey applied to a sample of high school students. We find six segments characterized by distinct rational and emotional underlying factors that lead to a particular composition for each segment. The factors discussed in this research can be used as a guide for higher education managers to develop segmentation and communication plans. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Journal of Marketing for Higher Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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      – SubjectFull: Secondary education
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      – SubjectFull: Educational quality
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      – SubjectFull: Market segmentation
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              Text: 2010
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