University of Twente Student Theses


Unveiling of the Educational Buying Process

Schippmann, Cornelius (2014) Unveiling of the Educational Buying Process.

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Abstract:This paper illustrates the decision making process of potential students with regard to their decision whether to study abroad. Based on the assumption that the target individuals do not make such a decision autonomously, but rather in interaction with individuals in their environment, a group centred decision making model was applied. In recent years, research, with regard to student destination choice, has focused its resources on discovering the impact of single factors or bundles of them on this decision. The most common basic principle was viewing the student as consumer, which certainly applies partially, but neglects the involvement of the student in the service. This paper depicts the view of the student, not exclusively as a consumer, and the decision making process as a non-autonomously completed choice. It therefore incorporated a more risk avoiding, non-autonomous aspect by applying the concept of the Decision Making Unit. Relevant factors, identified in previous research, have been utilized, connected with the DMU model, and both have been incorporated in a newly developed DMU-factor model, describing the decision making of students in a general and holistic way.This paper serves mainly as a foundation for further research concerning the students’ decision and sheds light on the process by depicting the process itself in a fresh and elaborated fashion.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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