Revising Students’ Decision-making Process

Abstract

One of the major concerns of marketing researchers is to analyze customer’s decision-making process. Given the significance of “students as customers” concept in Higher Education (HE), it seems necessary to study this process. In this paper, we reviewed studies related to decision-making process of students, then, revised models that discussed this issue. We found many factors that affect this process from different points of view. This paper attempts to provide guidance for further investigation in this area.