A market segmentation approach for higher education based on rational and emotional factors

Fernando Angulo, Albena Pergelova, Josep Rialp

Research output: Contribution to journalArticleResearchpeer-review

28 Citations (Scopus)

Abstract

Market segmentation is an important topic for higher education administrators and researchers. For segmenting the higher education market, we have to understand what factors are important for high school students in selecting a university. Extant literature has probed the importance of rational factors such as teaching staff, campus facilities, and quality of education. Less attention has been devoted to the relevance of emotional factors such as personal values. The aim of this paper is to suggest a segmentation approach based on integrating rational and emotional factors that prospective students value when selecting a university. We gather information from 21 focus groups and develop a survey applied to a sample of high school students. We find six segments characterized by distinct rational and emotional underlying factors that lead to a particular composition for each segment. The factors discussed in this research can be used as a guide for higher education managers to develop segmentation and communication plans. © 2010 Taylor & Francis.
Original languageEnglish
Pages (from-to)1-17
JournalJournal of Marketing for Higher Education
Volume20
DOIs
Publication statusPublished - 1 Jan 2010

Keywords

  • Higher education
  • Market segmentation
  • Rational and emotional factors

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