posted on 2023-08-30, 14:59authored byRichard R. Bakare
This paper explores the use of interpersonal sources in the evaluation of alternatives
stage of the decision-making process for prospective UK international higher education
students from Africa. The objectives of the study were to identify the main sources from
which they obtain information about UK higher education, assess the importance of
information obtained from interpersonal sources in the decision-making process,
identify the interpersonal sources that are most influential at the evaluation of
alternatives stage of the process and explain the ways in which those sources influence
their decisions about which university to choose.
The mixed methods strategy employed by the study used data collected through archival
research, survey questionnaire and in-depth interviews to provide answers to the
research questions.
The study identified the main interpersonal sources from which prospective African
students obtain information about UK higher education as agents, parents, family
members, friends, university staff, career tutors, teachers/tutors, current/previous
students & employers, and found that information obtained from interpersonal sources
are more important than information from other sources. Agents & parents were
identified as the most influential interpersonal sources in the evaluation of alternatives
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stage of the decision-making process and the study explains some of the ways in which
they influence the decisions of prospective African students.
The study builds on existing knowledge in the subject area by highlighting significant
differences in the way that African students approach the decision-making process
compared to their counterparts from other regions. The identification of the main ways
in which agents, parents, friends and family members influence the decisions of
prospective African students about UK higher education is a significant contribution to
knowledge. It provides UK higher education institutions with valuable insights that
should enable them to devise marketing strategies that will improve the effectiveness of
their student recruitment activities in the region.
History
Institution
Anglia Ruskin University
File version
Accepted version
Language
eng
Thesis name
Other
Thesis type
Doctoral
Legacy posted date
2017-11-30
Legacy creation date
2017-11-30
Legacy Faculty/School/Department
Theses from Anglia Ruskin University/Lord Ashcroft International Business School