2016 | OriginalPaper | Buchkapitel
Introduction to Higher Education Consumer Behaviour
verfasst von : Jane Hemsley-Brown, Izhar Oplatka
Erschienen in: Higher Education Consumer Choice
Verlag: Palgrave Macmillan UK
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Greater understanding of the consumer’s critical role in the marketing of any organisation has provided the impetus for conducting research on consumer behaviour, including research on higher education consumer choice. In this chapter the authors set out the research questions which are the focus of the book, evaluate definitions of consumer behaviour; discuss elements and phases of consumer behaviour and factors that influence consumer choice. This chapter provides an introduction to the topics covered in the book, and summarises aspects of the topic that are beyond the scope of this text, including branding, marketing communications and social media.