About this paper

Appears in:
Pages: 3798-3803
Publication year: 2012
ISBN: 978-84-616-0763-1
ISSN: 2340-1095

Conference name: 5th International Conference of Education, Research and Innovation
Dates: 19-21 November, 2012
Location: Madrid, Spain

FEED-BAC: AN INVESTIGATION INTO INFLUENCES ON THE CONSUMER DECISION-MAKING PROCESSES OF INTERNATIONAL BACCALAUREATE ALUMNI

K. Bennett, E. Lloyd Parkes

University of Glamorgan (UNITED KINGDOM)
This paper examines the consumer decision-making process of alumni of the International Baccalaureate (IB) Diploma Programme. The paper examines the constructs of relationship marketing, consumer decision-making and customer relationship management and attempts to shed light on exactly how these theoretical areas contribute to marketing of the IB and other educational establishments and products. The rich data gathered from semi-structured, online interviews with IB alumni provided an insight into how these respondents formed their decisions, and what influences were prevalent. Findings indicate that the IB and their stakeholders would benefit from a more structured marketing communications strategy encompassing a relationship marketing focus. Additionally, the findings support existing consumer decision-making literature in terms of demonstrating the existence of cognitive processes, consideration of alternatives and quality cues, as well as post-purchase evaluation. The paper provides indications of the way in which consumers of educational products would like to receive marketing communications from educational providers.
@InProceedings{BENNETT2012FEE,
author = {Bennett, K. and Lloyd Parkes, E.},
title = {FEED-BAC: AN INVESTIGATION INTO INFLUENCES ON THE CONSUMER DECISION-MAKING PROCESSES OF INTERNATIONAL BACCALAUREATE ALUMNI},
series = {5th International Conference of Education, Research and Innovation},
booktitle = {ICERI2012 Proceedings},
isbn = {978-84-616-0763-1},
issn = {2340-1095},
publisher = {IATED},
location = {Madrid, Spain},
month = {19-21 November, 2012},
year = {2012},
pages = {3798-3803}}
TY - CONF
AU - K. Bennett AU - E. Lloyd Parkes
TI - FEED-BAC: AN INVESTIGATION INTO INFLUENCES ON THE CONSUMER DECISION-MAKING PROCESSES OF INTERNATIONAL BACCALAUREATE ALUMNI
SN - 978-84-616-0763-1/2340-1095
PY - 2012
Y1 - 19-21 November, 2012
CI - Madrid, Spain
JO - 5th International Conference of Education, Research and Innovation
JA - ICERI2012 Proceedings
SP - 3798
EP - 3803
ER -
K. Bennett, E. Lloyd Parkes (2012) FEED-BAC: AN INVESTIGATION INTO INFLUENCES ON THE CONSUMER DECISION-MAKING PROCESSES OF INTERNATIONAL BACCALAUREATE ALUMNI, ICERI2012 Proceedings, pp. 3798-3803.
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