Segmenting international student market: An investigation in the United Kingdom

Abstract

The aims of the paper are to determine the factors which motivate international students to enroll in a university and to divide international students market into different market segments by these factors. To this aims, international students studying in the United Kingdom were asked about the motivation factors that are effective in their decision to enroll in tertiary education. The population of this research consisted of international students in the UK. Data were collected from 816 international students. According to the results of the research, future career plans, social life environment, marketing activities of universities and counselor advice, parental guidance, and not-being ready for work life were found as the reasons for international students' enrolling in a university. In addition, the most influential factors in international students' enrolling in a university were found factors associated with the future career plans and the parental guidance. Furthermore, international students studying in the UK might be divided into three different market segments. In accordance with these results, some suggestions about targeting one or more segments and developing marketing strategy for the targets were made for the universities that intend to host more international students.