Analyzing The Consumer Decision-Making Behavior Of Students At Holmes Institute, Australia

Consumer Buying Behavior

Consumer buying behavior is the most important component for business institutions and companies to understand. The services or products are the reason which satisfies the customer’s perceived value and a customer make decision to buy the product (Bigne, Ruiz and Sanz, 2005). The significance of customer satisfaction is important to understand where it relates the post purchase behavior of a customer. In most of the cases customer have dissonance after the purchase like they regret their decision after experience the product and service. Understanding and evaluating the factors that are associated with the customer buying decision is necessary where marketers can bring change in decision by exactly providing what customer’s need (Browne, Durrett and Wetherbe, 2004).  

The following report is presenting the overall analysis based on the buying behavior of the students of Holmes in Australia as their academic institute to get higher studies. The overall research and analysis is based on the theoretical perspective of buying behavior which is linking with the results. The report is also defining the student demographics and psychographics in the process of decision making.

Consumer buying behavior is the process where consumer identify the need, finds the alternative solutions to satisfy the need, make the decision to utilize the alternative which suits the best and purchase what is needed to purchase. The purchase behavior is mort or less relates to the cognitive process where customer implies to understand the product attributes that matches the perceived value of the customers to satisfy the need (Tarkiainen and Sundqvist, 2005).  Customer seeks benefits and quality in product and service where they evaluate the overall orientation and attributes to understand the associated benefits. The purchase decision is complex notion of a consumer’s mind where they most often get confuse while making the decision. In most of the cases consumer evaluate over the internet and ask for the opinions of other or review the online comments. Visiting the web, outlets, institute can helps to diminish the dissonance where consumer exactly gets what the want. Evaluation process seeks the major part in buying behavior (De Pelsmacker, Janssens and Mielants, 2005).  

As per the analysis of Bamberg, Ajzen and Schmidt (2003), theory of planned behavior states the composition of planned attempt which is made by the person after evaluating and understanding the particular situation or a process. Knowledge drives the norms (beliefs) which relates to the behavior or an intention that is developed by the perceived values and beliefs and intension whereas; Hrubes, Ajzen and Daigle (2001) stated that in consumer buying behavior consumer behaves by following the notion of the beliefs, knowledge, experiences and then make the intension or behave in a certain way. The purchase is a planned behavior except the impulse buying behavior whereas; in most of the cases customer plans to purchase after overall all evaluation through cognitive inclination. Customer seeks benefits and quality in product and service where they evaluate the overall orientation and attributes to understand the associated benefits.

In the views of Barone Miyazaki and Taylor (2000), it has been found that theory of planned behavior suggest that consumer buying behavior lies under the influence of buying capacity and demand. The supply of services and products estimates the consumption patterns. Theory relates with the consumption where customer seek the quality, quantity and price whereas; in the correspondence Tarkiainen and Sundqvist (2005) stated that The purchase decision is complex notion of a consumer’s mind where they most often get confuse while making the decision for particular price or quality. In most of the cases consumer evaluate over the internet and ask for the opinions of other or review the online comments.

Buying Behavior Theories

Student in current academic life are facing tremendous amount of issues where they want to develop a successful professional career. The choice and selection for the institute plays an important role in student’s academic life where they are facing issues like; financial boundaries, merit and wrong counseling. Students are looking for the quality education in the areas of their interest where they need to socialize in the institutes to take a survey of educational institute to understand the boundaries of education (Nguyen and LeBlanc, 2001). Educational institute with best management and facilities attracts the students to apply for the admissions and start their academic career. The decision is complex notion of a student’s mind where they most often get confuse while making the decision. In most of the cases student evaluate over the internet and ask for the opinions of other or review the online comments. In current era students are seeking benefits and quality in education where they evaluate the overall orientation and attributes to understand the associated benefits. The decision is complex notion of a student’s mind where they most often get confuse while making the decision. In most of the cases student evaluate over the internet and ask for the opinions of other or review the online comments. Management facilitating students with quality degree programs, extra curricular activities and scholarships to study more helps the students to make their decision. The educational programs with accommodations of dorms and hostels helps the international students to stay an study by gaining quality education. The management of the educational institutes plays an important to influence the decision of a student (Mazzarol and Soutar, 2002).

The following research is conducted to evaluate the demographics and psychographics aspects of the students associated with the intension of selection the Holmes Institute. The overall research and analysis is based on the theoretical perspective of buying behavior which is linking with the results.

There are two types of the research designs and research has selected the qualitative research design as it was more helpful to understand the perception of the students where they need to select the Holmes as their educational institute. The research design with qualitative methods helped the researcher to evaluate the better results by the questioning he random students in the Holmes who are already studying in the institute. The research design qualitative methods helped to support the analysis with theories and past literature whereas; the primary data is also supported by the discussions of the literature. The data is analyzed by the using qualitative methods and techniques with literature and interviews.

The following research is conducted by the selecting the qualitative research where inductive research technique is used to evaluate the purchase behavior of the students as the choice of Holmes Institute. The technique of interviews has been used to target and question the students where most of the students are questioned about the management, facilities and education quality of the institute to understand the reason of selecting Holmes. The interviews were done for the students already studying in the institute. The research design with qualitative methods helped the researcher to evaluate the better results by the questioning he random students in the Holmes who are already studying in the institute.

Buying Decision of Students for Institutes

The following research has been conducted by targeting the sample size of 30 student through random sampling technique as it was time saving technique and helped to get the multiple responses during the interviews with diverse opinions of the respondents. The interviews were done for the students already studying in the institute. The research design with qualitative methods helped the researcher to evaluate the better results by the questioning he random students in the Holmes who are already studying in the institute. The random sampling for the face to face interview helps to understand the actual perspective of student about what they are actually seeking for in the educational institute.

Most of the students are studying as an international student who are belonging from the abroad and Holmes has welcomed each of them by seeing their previous educational performances. Student in Holmes selected  the institute due to; financial boundaries, merit and wrong counseling. Students are looking for the quality education in the areas of their interest where they need to socialize in the institutes to take a survey of educational institute to understand the boundaries of education. Most of the students chose Holmes as they found it is having the best fee policy where students can pay in instalments.

According to analysis by interviews it has found that students are behaving by following the notion of the beliefs, knowledge, experiences and then make the intension or behave in a certain way. Students are coming in Holmes as they see their bright future to follow the mission of the their career. The decision is complex notion of a student’s mind where they most often get confuse while making the decision. In most of the cases student evaluate over the internet and ask for the opinions of other or review the online comments. Management facilitating students with quality degree programs, extra curricular activities and scholarships to study more helps the students to make their decision.

As per the theory of planned behavior students are behaving by following the notion of the beliefs, knowledge, experiences and then make the intension or behave in a certain way. The purchase is a planned behavior except the impulse buying behavior whereas; in most of the cases customer plans to purchase after overall all evaluation through cognitive inclination. The process of choosing the Holmes Institute is related to the cognitive process where students are satisfied with the quality of education and management criteria of the School.

Few of the students denied that they are not satisfied with their decision their maybe some other reasons associated with it. But management has covered the criteria of best management by providing the quality education and financial support to the students by offering scholarships. Student in current academic life are facing tremendous amount of issues where they want to develop a successful professional career. The choice and selection for the institute plays an important role in student’s academic life where they are facing issues like; financial boundaries, merit and wrong counseling.

Research Methods for Understanding the Behavior of Holmes Students

The other students are satisfied with the management and financial aids which is helping them to pursue their academic life in Holmes. It indicates that students are seeking benefits and quality in education where they evaluate the overall orientation and attributes to understand the associated benefits. The decision is complex notion of a student’s mind where they most often get confuse while making the decision. In most of the cases student evaluate over the internet and ask for the opinions of other or review the online comments. The process of choosing the Holmes Institute is related to the cognitive process where students are satisfied with the quality of education and management criteria of the School.

As per the above analysis the theory of consumer choice and planned behavior indicated that The process of choosing the Holmes Institute is related to the cognitive process where students are satisfied with the quality of education and management criteria of the School. Few of the students (5% students) denied that they are not satisfied with their decision their maybe some other reasons associated with it. But management has covered the criteria of best management by providing the quality education and financial support to the students by offering scholarships. Student in current academic life are facing tremendous amount of issues where they want to develop a successful professional career. As per the analysis of Price et al. (2003), it has been analyzed that Educational institute with best management and facilities attracts the students to apply for the admissions and start their academic career. The decision is complex notion of a student’s mind where they most often get confuse while making the decision. In most of the cases student evaluate over the internet and ask for the opinions of other or review the online comments.

20 % percent of the students are satisfied with the management, facilities and quality of education provided in the Holmes Institute whereas; Lowe and Cook (2003) stated that the decision is complex notion of a student’s mind where they most often get confuse while making the decision. In most of the cases student evaluate over the internet and ask for the opinions of other or review the online comments. Russell (2005) stated that the process of choosing the Holmes Institute is related to the cognitive process where students are satisfied with the quality of education and management criteria of the School. The educational programs with accommodations of dorms and hostels helps the international students to stay an study by gaining quality education. The management of the educational institutes plays an important to influence the decision of a student.

• Management of the Holmes should be counseling the students on general basis by conducting the tour of the schools for the new comers.
• Management should be promoting the affordable degree programs and facilitate the students with more scholarship programs to invest in the academic careers of the students.
• Management should be helping international students to study in Holmes to bring diverse productive crowd in the institute.

Conclusion 

The overall analysis and discussions are presenting the general concept students decision and intension to select Holmes to start their professional academic career. It has been proved that theory of consumer choice and planned behavior indicated that The process of choosing the Holmes Institute is related to the cognitive process where students are satisfied with the quality of education and management criteria of the School. Few of the students (5% students) denied that they are not satisfied with their decision their maybe some other reasons associated with it. Furthermore, it has been found that educational institute with best management and facilities attracts the students to apply for the admissions and start their academic career. The research design with qualitative methods helped the researcher to evaluate the better results by the questioning he random students in the Holmes who are already studying in the institute. The random sampling for the face to face interview helps to understand the actual perspective of student about what they are actually seeking for in the educational institute. The decision is complex notion of a student’s mind where they most often get confuse while making the decision. 25 % percent of the students are satisfied with the management, facilities and quality of education provided in the Holmes Institute. The process of choosing the Holmes Institute is related to the cognitive process where students are satisfied with the quality of education and management criteria of the School.

References 

Bamberg, S., Ajzen, I. and Schmidt, P., 2003. Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit, and reasoned action. Basic and applied social psychology, 25(3), pp.175-187.

Barone, M.J., Miyazaki, A.D. and Taylor, K.A., 2000. The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the academy of marketing Science, 28(2), pp.248-262.

Bigne, E., Ruiz, C. and Sanz, S., 2005. The impact of internet user shopping patterns and demographics on consumer mobile buying behaviour. Journal of Electronic Commerce Research, 6(3), p.193.

Browne, G.J., Durrett, J.R. and Wetherbe, J.C., 2004. Consumer reactions toward clicks and bricks: investigating buying behaviour on-line and at stores. Behaviour & Information Technology, 23(4), pp.237-245.

De Pelsmacker, P., Janssens, W. and Mielants, C., 2005. Consumer values and fair-trade beliefs, attitudes and buying behaviour. International Review on Public and Nonprofit Marketing, 2(2), pp.50-69.

Hrubes, D., Ajzen, I. and Daigle, J., 2001. Predicting hunting intentions and behavior: An application of the theory of planned behavior. Leisure Sciences, 23(3), pp.165-178.

Lowe, H. and Cook, A., 2003. Mind the gap: are students prepared for higher education?. Journal of further and higher education, 27(1), pp.53-76.Price, I.F., Matzdorf, F., Smith, L. and Agahi, H., 2003. The impact of facilities on student choice of university. Facilities, 21(10), pp.212-222.

Mazzarol, T. and Soutar, G.N., 2002. “Push-pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), pp.82-90.

Nguyen, N. and LeBlanc, G., 2001. Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), pp.303-311.

Russell, M., 2005. Marketing education: A review of service quality perceptions among international students. International Journal of Contemporary Hospitality Management, 17(1), pp.65-77.

Tarkiainen, A. and Sundqvist, S., 2005. Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British food journal, 107(11), pp.808-822.

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