Segmentation of first-year university students by choice of institution
DOI:
https://doi.org/10.15170/MM.2024.58.KSZ.01.06Keywords:
enrolment choices, students, clusters, design thinking, decision making factorsAbstract
THE AAIM OF THE PAPER
The goal of the study is to segment and characterize university students by their choice of institution, demographics, level of education, and field of study. In addition, the mapping of information sources for each student group and the development of different buyer personas will enable targeted communication campaigns.
METHODOLOGY
The research is based on an online survey of first-year students (n=2330) at a university in Western Hungary, which they had to complete at the time of enrollment. The empirical research was conducted in the summer of 2023.To analyze the students' choice of institution, factor analysis was used, followed by hierarchical cluster analysis to separate the student groups. Subsequently, student buyer personas were developed using design thinking methodology among Master of Marketing students (n=12).
MOST IMPORTANT RESULTS
First-year students typically choose an institution based on education and reputation, location and services, opinions of others, and the city. Based on the cluster analysis, four segments of students were identified: disinterested (13.5%), opinion followers (42.5%), ambitious (10.8%), and city lovers (33.1%). The groups can be well profiled according to different demographic and educational characteristics, such as gender, generation, type of community and disciplines. Opinion followers use all communication channels intensively. Buyer personas have been created for each cluster, providing a good basis for recruitment campaigns and effective communication.
RECOMMENDATIONS
For those who are not interested, awareness-raising, informative content can be effective, while for those who are opinion followers, campaigns based on community feedback are recommended. For the ambitious, a focus on programs and career opportunities can be useful, while for those who love the city, a focus on the university city can be useful. Personalized communications can support effective student recruitment and institutional branding.
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Internetes források
Online References
European Commission – European Education Area weboldala, Elérhető: https://education.ec.europa.eu/hu/education-levels/higher-education/innovation-in-education/european-institute-of-innovation-and-technology-eit (Utolsó letöltés: 2024.12.14.)
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