Organisational Factors Influencing Higher Education Consumer Choice

Abstract

This chapter presents consumer choice models and discusses the influence of marketing on the choice process and institutional strengths, as factors in choice making. It opens with a short debate about three models of consumer behaviour; two are general models relevant to all sectors while the final draws on HE consumer choice and marketing. In the next section, the authors discuss the meaning of marketing communications in general and of HE in particular. The content of the chapter seeks to extend knowledge about choice factors such as quality and reputation, the characteristics of the institutions, geographical location, outcomes and benefits of HE, and price sensitivity. Critical comments and discussion about the organisational factors of HE choice are provided as a summary.