Chinese students' decision-making process: a case of a Business School in the UK

Rudd, B, Djafarova, Elmira and Waring, Teresa (2012) Chinese students' decision-making process: a case of a Business School in the UK. International Journal of Management Education, 10 (2). pp. 129-138. ISSN 1472-8117

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Abstract

Recruitment of international students is becoming increasingly important across the globe. This area is under researched and requires more theoretical underpinning to support the consumer decision-making strategies of UK Higher Education institutions. Chinese students are the largest group of international students in the UK. This paper explores the influences that have an effect on Chinese students' decision making. This study is an exploratory research consisting of 51 interviews with Chinese students enrolled on the course at a Business School. An integrated model reflecting influences on decision making was developed from the analysed data that are contextualised for this particular market segment. The data suggest that Chinese students are influenced by the UK's academic reputation, the desire to experience Western culture, the facilities at the institution, the image and reputation of the school, and external factors related to the destination city. This paper contributes to the development of literature in global decision-making process within higher education.

Item Type:	Article
Uncontrolled Keywords:	Education, Chinese students, decision-making process, consumer behaviour
Subjects:	N100 Business studies N600 Human Resource Management
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Helen Pattison
Date Deposited:	16 May 2012 09:35
Last Modified:	19 Nov 2019 09:51
URI:	http://nrl.northumbria.ac.uk/id/eprint/7130

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