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A consumer profile of first year marketing students at the Pretoria campus of the Tshwane University of Technology

This study provides a consumer profile of first year Tshwane University of Technology (TUT) Marketing students. To determine influences on students' tertiary education choices, a literature study was undertaken on consumer behaviour, influencing factors and consumer decision-making. An empirical study established consumer behaviour variables impacting on tertiary students, and revealed students' future perspective. A structured questionnaire was distributed. The main findings are: preferred media are E-TV, Metro FM, Drum magazine and The Sunday Times; Internet access is low; most prefer TUT for tertiary education; parents and academic standards predominantly impact tertiary institution choice; the majority will continue their studies and apply for a marketing job in South Africa; their future perspective is predominantly optimistic. In conclusion, the students are impacted by reference groups and institutional marketing efforts. Primary concerns include: successful communication with this group; the effectiveness of the Open Day; and the lack of using reference groups in marketing. / Business Management / M. Com. (Business Management)

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/2230
Date31 March 2006
CreatorsHoltzhausen, Tania
ContributorsStrydom, J. W. (Johan Wilhelm), 1952-
Source SetsSouth African National ETD Portal
LanguageEnglish
Detected LanguageEnglish
TypeDissertation
Format1 online resource (xvi, 232 leaves)

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