Decision‐Making Behaviour of Potential Higher Education Students

Abstract

This paper examines the decision-making behaviour adopted by candidates hoping to gain entry into Higher Education. Whether or not the potential students operate a systematic process, thinking logically throughout each step and choosing the alternative with the most favourable ranking, is worthy of discussion. Secondary research confirms the many variables influencing this process, particularly within the USA. However, in-depth knowledge concerning the criteria that British students employ and their thoughts regarding decision-making is limited. Hence an exploratory study incorporating Sixth Form pupils of a High School in the NW of England and students from across the UK attending an open-day at a university also in the NW was undertaken. Results indicate that applicants do follow the sequential stages from 'problem recognition' to 'evaluation of alternatives' using parents' as well as teachers' advice throughout, although there seems to be a gap in the information needs of potential students, which many universities are not currently satisfying.

Consumer behaviour analysis of hospitality students' evaluation and satisfaction with their universities

“…Solomon (1996) stresses that a rational approach to consumer decision-making refers to the careful weighing and evaluation of utilization or functional product attributes to reach a satisfactory decision, especially in the higher education field, where consumer decision making is considered a high-involvement decision as it involves a careful weighting and evaluation, high cost and risk as well as long term effect. Within this context, Moogan, Barron and Harris (1999) report that students take long time to search for information and evaluate alternatives within an extensive problem solving approach. In addition, Cubillo, Sanchez and Cervino (2006) find that consumers of higher education services evaluate the weight of each factor based on the purchase intention, and the relative importance of each element for the factor it belongs to.…”

“…In addition, Cubillo, Sanchez and Cervino (2006) find that consumers of higher education services evaluate the weight of each factor based on the purchase intention, and the relative importance of each element for the factor it belongs to. Accordingly, the role of consumer decision making process at this point is salient through applying the information search about product attributes and the sources of information, generating a perception towards the available services and brands, evaluating the brand based on its attributes, and post purchase evaluation as dissatisfaction or satisfaction with these attributes (Moogan et al 1999;Wahyuningsih 2011).…”

Labor Market Consideration as Course Selection Criteria among First Year Students in a Faculty in a Malaysian University

“…Moogan et al (1999) used Kotler's (1997 consumer buying decision process model to analyse the decision making process in course selection criteria adopted by candidates hoping to gain entry into higher ISSN 2162-3058 2012 education. The five stage model is as follows: problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation.…”

Describing Parents’ Perceptions, Valuation and Support of Study Abroad Programs at Three Southern Land-Grant Universities.

“…Parents have been identified as influential in the decision making process of college students (Moogan, Baron, & Harris, 1999;Welki & Navratil, 1987). Further, parents and family have been found to be the primary source of funding for U.S. students' participation in study abroad …”