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

Author

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  • Fernando Angulo
  • Albena Pergelova
  • Josep Rialp

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.

Suggested Citation

  • Fernando Angulo & Albena Pergelova & Josep Rialp, 2010. "A market segmentation approach for higher education based on rational and emotional factors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 1-17, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:1-17
    DOI: 10.1080/08841241003788029
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    Citations

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    Cited by:

    1. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    2. El Nemar, Sam & Vrontis, Demetris & Thrassou, Alkis, 2020. "An innovative stakeholder framework for the Student-Choice Decision making process," Journal of Business Research, Elsevier, vol. 119(C), pages 339-353.
    3. Dora E. Bock & Sonja Martin Poole & Mathew Joseph, 2014. "Does branding impact student recruitment: a critical evaluation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 11-21, June.
    4. Margaret Mungai & Damiannah Kieti & Isabella Mapelu, 2021. "Tourism education enrolment among Kenyan public universities: Socioeconomic aspects," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 340-348, September.
    5. Zhou, Heng & Norman, Richard & Kelobonye, Keone & Xia, Jianhong (Cecilia) & Hughes, Brett & Nikolova, Gabi & Falkmer, Torbjorn, 2020. "Market segmentation approach to investigate existing and potential aviation markets," Transport Policy, Elsevier, vol. 99(C), pages 120-135.
    6. Chiara Fantauzzi & Rocco Frondizi & Nathalie Colasanti & Gloria Fiorani, 2019. "Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies," Administrative Sciences, MDPI, vol. 9(4), pages 1-16, October.
    7. Emma Winter & Helen Thompson-Whiteside, 2017. "Location, location, location: does place provide the opportunity for differentiation for universities?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 233-250, July.

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