Vietnamese Students' Decision Making Process on Choosing a Study Destination and Its Marketing Implications
Tran, Cong Tuong Thuy (2014)
Tran, Cong Tuong Thuy
Kajaanin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060612009
https://urn.fi/URN:NBN:fi:amk-2014060612009
Tiivistelmä
Recently, internationality has become a focus of many higher education institutions. It has been proven to bring about lots of benefits for the institution as well as the host country, such as improvements in research ability and increase in GDP. Kajaani University of Applied Sciences has seen a decrease in the number of Vietnamese students, which lowers the internationality of the school. Therefore, this research was conducted with a view to exploring how Vietnamese students choose their study destinations, thus explaining the implications behind those behaviors to help improve Kajaani University of Applied Sciences’ marketing strategies in this market.
The research is built on theories of the decision-making process, brand awareness, push-pull model, within the concept of higher education market. This quantitative research was conducted on 199 students in Ho Chi Minh City, Vietnam. The data was analyzed using the SPSS program.
The research findings include characteristics of a typical Vietnamese student, characteristics of a Vietnamese potential student of Finnish universities compared to the characteristics of a non-potential student, and compared to those of a student who has already chosen Finland. These findings lead to suggestions of what the next steps of Kajaani University of Applied Sciences’ marketing activities can be.
The research is built on theories of the decision-making process, brand awareness, push-pull model, within the concept of higher education market. This quantitative research was conducted on 199 students in Ho Chi Minh City, Vietnam. The data was analyzed using the SPSS program.
The research findings include characteristics of a typical Vietnamese student, characteristics of a Vietnamese potential student of Finnish universities compared to the characteristics of a non-potential student, and compared to those of a student who has already chosen Finland. These findings lead to suggestions of what the next steps of Kajaani University of Applied Sciences’ marketing activities can be.