Group Aspects of Consumer Behaviour

Abstract

The third chapter focuses on group aspects of consumer behaviour and introduces the social context of decision-making by examining social class categories. The social and cultural influences on higher education consumer choice are analysed based on prior research in HE consumer choice, and, based on the model presented in Chapter 2, include: social characteristics including social class, social disadvantage, socio-economic-status (SES) and cultural characteristics, comprising ethnicity and race, immigration factors, religious affiliation and international students. The final section provides a critical summary and raises issues about equality and equal opportunity, moral and ethical dilemmas, and multiculturalism.