IDEAS home Printed from
   My bibliography  Save this article

Senior year high school pupils’ segmentation based on the benefits and costs considered in decesion making process of educational choices


  • Mihai-Florin BĂCILĂ

    (Babeş-Bolyai University of Cluj-Napoca)


Attracting financial resources is an important issue for universities. Because for universities is impossible to cover from state budget the whole costs of education, the importance of attracting students has increased. As the pupils’ needs and wishes are heterogeneous, in order to better understand the decision making process, universities must divide the educational market in smaller homogeneous segments. Although the segmentation concept and the decision making process of educational choices are widely approached in literature, articles on the pupils' segmentation are very scarce. The present market segmentation was carried out based on the level of importance of various benefits and costs to pupils when they decide whether to enroll in a higher education institution. The considered benefits are the possibility of meeting new people, development of knowledge from high school, getting a bachelor's degree, acquiring knowledge and skills required for employment, development of general culture and the student life. The considered costs are submission fee, tuition fee, time to study, mental effort to learn, long term before graduation and reducing time for hobbies. The method used for segmentation is the K-mean cluster analysis. To assess the internal cohesion of the cluster we determined the average sum of squares error while to determine the differences among the clusters were used ANOVA and posthoc Tukey tests. The results enable university managers to better understand pupils' needs and to conceive marketing strategies for attracting and recruiting students.

Suggested Citation

  • Mihai-Florin BĂCILĂ, 2012. "Senior year high school pupils’ segmentation based on the benefits and costs considered in decesion making process of educational choices," Management & Marketing, Economic Publishing House, vol. 7(3), Autumn.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:3:n:10

    Download full text from publisher

    File URL:
    Download Restriction: no


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:7:y:2012:i:3:n:10. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.