Survey Report based on Consumer’s Behaviour in Selecting Business Schools in Dubai

1. MARK217
Consumer Behavior
Survey Report based on
Consumer’s Behaviour in
Selecting Business Schools in
Dubai
By Arshed Aydrose
University of Wollongong
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Table of Contents
1) Introduction 3
2) Background 3
3) The research Objective 3
4) Chosen universities 4
5) The research methodology 5
6) Topic statements 6
7) Response to the statements 8
8) Different consumer segment 21
9) Targeting and positioning 27
10) Limitation 32
11) Conclusion 33
12) Reference list 34
13) Appendices 35
1. Introduction
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We live in a society where education plays an important role; such kind of
education can be found delivered through institutions like schools and universities.
But the options and choices that arise in front of us when there are various amounts of
schools and universities are very high. These choices are influenced by various factors
that evolve in our own environment or community. The choices can be narrowed
down with small researches that are conducted in our society which can help us. The
choices mainly varies according to the place, the culture etc. This report is about
segmenting the people who are consumers of business schools. The Consumer
Behaviour Analysis Research consists of conducting conceptual and empirical studies
on cognitive styles and consumer innovativeness in a range of substantive areas such
as brand choice, technology and acceptance. The work brings together behavioural
economics and marketing science to develop a new understanding of consumer
behaviour and marketing processes.
2. Background
The survey was conducted to find out the behaviour of consumer related to
business schools in the United Arab Emirates. U.A.E in emerging as education hub in
Middle East and many international and domestic universities came up. As a result,
there were tremendous increases in number of consumers for such schools which
concentrate mainly on business schools. The survey was to find out the decision
making behaviour of consumers who planning to enrol or finished graduated from a
business school. As a service business it is very important to find and valuate the
behaviour of consumers for planning their marketing process like for whom to serve,
how to serve and what to serve.
3. The research objective
The research has the purpose to help identifying and distinguishing 5 consumer
segments that purchase business education from our six selected business schools, and
also facilitate make out characteristics of these consumers
To do so, the research had 3 main categories of topics:
- What value customers get from business schools
- How business schools’ image is a brand that is used to attract customers
- What are key elements that influence students, in the global education
marketplace when choosing a business school?
Five universities have been selected for targeting and positioning the research
which is established in U.A.E includes international as well as domestic. The
Universities are:
4. Chosen Universities
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a. British University in Dubai (BUiD)
British University in Dubai (BUiD) is a non-profit organization which was
established on 28th April 2003 under the signature of His Highness Sheik Maktoum
bin Rashid al Maktoum, The Prime Minister of the UAE and Ruler of Dubai. The
University is also accredited federally by the Ministry of Higher Education and
Scientific Research. The university provides Masters Program for recently graduated
students and for working professional looking for a course to advance in their career
or the employer who wants to send their employees for a training program. The
British university is assuring that they will offer the best in Higher Education and
their mission is to promote quality higher education in the region. This university is
the first educational institute to initiate a research based program in the UAE. The
university also makes sure that the students receive international competitive level of
research informed education and to develop leading-edge research capabilities. The
British university has partners like University of Edinburg, University of
Birmingham, University of Manchester, Cardiff University & City University. So
their main target would be students who are expatriates from Europe and the students
who are planning to do their higher education with any of their partner university in
UK as it is easy for them to get admission with the help of this university.
b. Manipal University in Dubai
Manipal University in Dubai was established in 2000 with the aim of
manifesting the student’s dreams into reality with various programs. Manipal
University is at the forefront of providing quality education in varied disciplines. The
university is committed in delivering a transformational learning experience to enable
every student to achieve his or her full potential in a supportive environment marked
by rich interaction with academics, fellow students, policy makers, entrepreneurs and
key people in the business and industry. The university is providing a platform to
develop and attain multi-faceted skill sets, self-confidence, intensive industry
interface, in-depth knowledge, courage to dream and pursue the dream. The main
target segment would be the students from Asia especially India. This is mainly
because Manipal University is one of the well known universities in India.
c. Zayed University
Zayed University was established in 1998 by the federal government of the
United Arab Emirates to educate U.A.E. National women. Zayed University is based
on an international model of higher education. Zayed University seeks to prepare
Emirati students for a meaningful and successful personal and professional life; to
graduate students who will help shape the future of the UAE; to support the economic
and social advancement of the UAE; to lead innovation in higher education in the
UAE through teaching, learning, research, and outreach; and to do so in a culturally
diverse, humane, technologically advanced, and increasingly global environment. To
achieve this , the University will identify and build on its strengths; continue to
strengthen its undergraduate program; establish a role in serving the country’s needs
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for graduate education; develop a research program that supports the social,
economic, technological, and strategic needs of the country; forge innovative and
mutually productive relationships with business, industry, civic organizations, other
educational institutions, and government; manage resources efficiently; and establish
a clear identity as an outstanding and innovative institution.
d. University of Wollongong in Dubai
Established in 1993, University of Wollongong in Dubai (UOWD), is one of
the oldest and prestigious universities of UAE. It is now ranked in the leading
universities in the world. It is based on the Australian initiative in the Gulf. The
UOWD degree programs are accredited by the UAE ministry of Higher Education and
Scientific research. The Australian Universities Quality Agency also inspects UOWD.
UOWD create a centre of attention for students not only from Australia and UAE, but
also students from other different parts of the world. About 3500 students from 108
countries are at present registered at UOWD. The qualifications of UOWD are
recognised all over the world allows the graduates to practise gratifying careers in
Dubai’s growing employment market. UOWD’s faculty has both academics from
local and international countries with wide-ranging coaching, business and industry
knowledge and experience.
e. American University of Sharjah
Founded in 1997, American University of Sharjah is an independent not for
profit coeducational institution. The department of Education of Delaware in the
United States has licensed the American university of Sharjah. The Commission on
Higher Education of the Middle States Association of Colleges and Schools has
accredited the American University of Sharjah. This university is licensed by the UAE
ministry of Higher Education and Scientific Research.
5. The research methodology
Based on the textbook theories and concepts covered in the lectures, we
created a questionnaire to segment students into 5 identifiable and differentiated
segments.
Then we used sampling technique and data collection method in order to
successfully conduct our project. One of the tools use for it was the SPSS technique.
SPSS is most efficient tools which is also used by many other survey consultant
companies.
6. Topic Statements
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• Accreditation of the school is important
As very few colleges in UAE are accredited, it was important to know if such
standard was necessary for people nowadays.
• Quality of the faculty affects my choice
The faculty being unknown before entering a college, we still wanted to know
if people have some interest looking at the faculty.
• Comparison of fees between schools is necessary
With the recent crisis and economical problems, we wanted to see if students
are really caring about the fees they’ll have to pay, and also confirm the trend that
people become more cautious with money.
• External factors do not influence my choice of school
This question shows if, as many theories say it, students really follow the
community around them. To which degree they follow their friends, and also to know
the percentage of person only listening to themselves
• Sports and recreation activities are important
Sports and recreation being very less used by student, is their a possible new
trend of students wanting to participate in such activities? And also, does the facility,
such as the games room and the lounge important for people.
• Campus environment is important
The campus being the place were student spend most of their time, are the
facility and the people (students and other persons) more important to them, compare
to the college itself and the quality of education they receive?
• Location of school is important
Location is always a very controversial issue. For some person it really matters
and can be in the top requirement when choosing. But some don’t care at all, to such
an extent that they are ready to spend even 2 hours in order to get to their college. So
we wanted to know the actual trend for this issue in UAE, with the rising problems of
traffic.
• Variety of courses offered is important
Being in a country focused on trading and services, we still wanted to know if
people had interest in other domain, different than business and IT.
• Assurance of future job recruitment is important
With the financial crisis, people’s mind has definitely changed regarding
employment and getting a job. We wanted to confirm that, today more than ever, this
criteria was primordial for everyone.
• International schools are a better choice than domestic schools
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With today’s vision of the world and the globalization, students try to think
global and enlarge their perception of the world. Does the name and the country of
origin of the school really matters for student?
7. Responses to the statements
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a. Statement 1- Accreditation of School is important
Accreditation of business school is one of the most important factors which influences
decision making of consumer who like to enroll in a business school. Here in the
survey out of total 200 respondents, 54% strongly agrees, 31% respondents agrees,
4.5 % of respondents disagrees and rest 10% had a neutral responds. This 10% of
respondents do not take schools accreditation as a serious issue, they might have
different view for choosing an appropriate business school.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 3 1.5 1.5 1.5
Disagree 6 3.0 3.0 4.5
Neutral 20 10.0 10.1 14.6
Agree 62 31.0 31.2 45.7
Strongly Agree 108 54.0 54.3 100.0
Total 199 99.5 100.0
Missing System 1 .5
Total 200 100.0
Of the total respondents, 54% were Indians that is 108 in numbers, 82.4% agrees to
the statement. Majority of total Indian respondents takes accreditation of business
school as a serious issue, that means a accredited business school can strongly
influence the decision making of Indian consumers. Only 7.4 % of Indian respondents
does not care about the accreditation of school and 9% of respondents dint like to
respond to this survey statement.
South Asian and African respondents (excludes Indians) has similar views of Indian
respondents. These category of consumers covers 21% population of total respondents
in which 73.8% are male and 26.2% are females. 88.1% of total South Asian and
African respondents agrees that accreditation of the school is important, 2.4%
disagrees to the statement and 9.5% may or may not be influenced by accreditation of
school.
Respondents for GCC and Middle East Arab nationals covers 6% of total respondents.
No one disagrees that accreditation of school is important. About 91.6% of GCC and
Middle East respondents agree to the statement. Out of 91.6%, 58.3% respondents
strongly agrees to the statement and 8.3% of total GCC and Middle Eastern nationals
has a neutral responds.
About 2.5% of total respondents are South East Asian and Australian nationals in
which 75% of South East Asian and Australians are in the age group of 16-20yrs.
62.5% respondents at this geographic category strongly agrees that accreditation of
the school is important and 12.5% has neutral responds.
About 65% of West Asian respondents are male and 35% are females. 10% of total
respondents in this survey are from West Asian region, in this total respondents of
10%, 85% says that accreditation of the school is a very important factor. 15% of total
respondents in this category had a neutral respond. That is, they may or may not take
this statement as a major issue.
Respondents of UK, Europe and North American national comprises 3.5% of total
respondents. About 86% of total UK, Europe and North American ntionals agrees that
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accreditation of schools highly influences their decision making process. No one
disagrees to this statement and 14.3% respondents in this statement had a neutral
opinion.
b. Statement 2- Quality of faculty affects my choice
Other important factor that affects the consumer behaviour is the Quality of faculty. It
can be the first priority that influences the decision making behaviour of the
consumer, because best faculties are the strong structure of a business school.
Cumulative
Frequency Percent Valid Percent Percent
Valid Disagree 5 2.5 2.5 2.5
Neutral 40 20.0 20.1 22.6
Agree 91 45.5 45.7 68.3
Strongly Agree 63 31.5 31.7 100.0
Total 199 99.5 100.0
Missing System 1 .5
Total 200 100.0
74.1% of Indian nationals who participated in this survey agree that quality of faculty
affects their choice for selecting a business school. Only 1.9% of total Indian
population disagrees that Quality of faculty does not affects their choice and 23.1%
has a neutral opinion. That is, they may or may not care about the quality of faculty of
the business school for their decision making process.
88.1% of South Asian and African agree that quality of faculty affects their choice. It
can also be a reason that all the South Asian has similar views. 4.8%, which is a very
minor part, disagrees to the statement. 7.1% of the respondents have a neutral
responds.
GCC and Middle East Arab nationals comprise around 6% of total respondents. Out
of 6%, around 75% are male and 16.7% are females. 91.6% of all GCC and Middle
East nationals admits that they can be influenced by the quality of school faculties.
Here no one disagrees to the statement and around 16.7% may or may not get
influenced by the quality of faculty of business for their final decision.
South East Asia and Australian nationals that consist 50% of male and 50% of
females in 4% of total South East Asia and Australian population participated in the
survey. Their responses to the statement are same of the gender population. 50% of
the South East Asia and Australian citizens agrees to the statement and 50% had a
neutral respond.
West Asian covers 10% of the total survey respondents. Of 10%, 35% strongly agrees
to the statement, 10% partially agrees to the statement. 5% of the total West Asian
nationals who participated in the survey disagree and 10% have an neutral opinion.
57.1% of total UK, Europe and North American nationals are male and 42.9% are
females, 85.7% of them are between 16-20yrs o age. 57.2% of total UK, Europe and
North American respondents agrees that quality of faculty affects their choice and
42.9% may or may not get influenced by the faculty of the business school.
c. Statement 3- Comparison of fees between schools is necessary
After finding the schools and finding the alternative, the next step is to compare the
fees between the schools found. Out of the total respondents who participated in the
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survey 26.5% strongly agree to the statement, about 36.5% which has majority
respondents agrees to the statement, 6.5% disagrees to the statement and 2.5% which
is the least strongly disagrees to the statement. 28% of the total respondents keep a
neutral respondent that can be change to agree or disagree according to the situation.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 5 2.5 2.5 2.5
Disagree 13 6.5 6.5 9.0
Neutral 56 28.0 28.0 37.0
Agree 73 36.5 36.5 73.5
Strongly Agree 53 26.5 26.5 100.0
Total 200 100.0 100.0
Indian nationalities which 54% of the total respondents has majority age group of
90% between 16-20yrs. Here 65.8% of the total Indian respondents agrees that it is
necessary to compare the fees between the schools. Result also shows us that
comparison of fees between the schools is a first priority for majority of Indian
nationals. Around 19% of the Indian nationals who participated in the survey may or
may not compare the fees between the schools, that means responds were neutral.
About 15% of the respondents from Indian nationals disagrees to the statement or
they may or my not compare their choice.
Excluding India, 28.6% of South Asian and African nationals strongly agree and
28.6% of these nationalities some what agrees to the statement. The most remarkable
part is that 40.5% South Asian and African nationals may or may not take comparison
of fees between schools as a serious issue. Were as 2.4% of this categorized national
disagrees to the statement. That means 2.4% of South East Asians and Africans will
not compare fees between the schools for making a decision.
25% of nationals from GCC and Middle East strongly agree that they will compare
fees between the business schools before planning to enroll in it. 33.3% of GCC and
Middle Eastern Arabs some what agrees that comparison of fees between school is
necessary. 41.7% of GCC and Middle East nationals gives a neutral respond, none of
the GCC and Middle East nationals disagrees to the statement, that means majority of
these nationals will come about the fees offered by the various business schools.
Around half of the total South East Asian and Australian nationals agrees that
comparison of fees is a major factor that influences their decision making. 37.5% has
a neutral opinion about this statement. 12.5% of South East Asian and Australians
who participated in the survey disagrees to the statement.
West Asian with 95% of nationals between the age groups of 16-25 do not compare
fees between the schools. 20% of West Asian nationals strongly agrees to the
statement and 40% of surveyed nationals partially agrees to the statement and 40%
may or may not take comparison of fees into consideration, it depends on the situation
they prevails.
Around 43% of the UK, European and North American nationals strongly agree that
comparison of fees between the schools is their first priority. Another 43% of these
national some what agrees that comparison of fees is necessary and 14% of UK,
European and North American nationals may or may not compare their fees before
enrolling in a business schools.
d. Statement 4- External factor do not influence my choice of school
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External influence is one of the major and serious factor which affects the decision
making of consumers. As most of the consumers are from high schools, they wont be
having any idea or other information about the business schools. Here the consumers
will be influences by external factors like family members, friends and advertisements
etc, such consumers will be very much influenced by external factors which affect
their choice or decision making process. In this statement majority (36.5%) of
respondents may or may not get influenced by external factor, such respondents will
not get fully influenced by their family, friends and other advertisements or they may
seek such help to find some other information about the business statements, such
behavior of consumers will get influenced by other external factor. 25% of the total
respondents disagree to this statement and it shows that such respondents will not get
influenced by external factor, their choice of business school will be their own
decision.
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Strongly
10 5.0 5.0 5.0
Diagree
Disagree 47 23.5 23.6 28.6
Neutral 73 36.5 36.7 65.3
Agree 44 22.0 22.1 87.4
Strongly
25 12.5 12.6 100.0
Agree
Total 199 99.5 100.0
Missin System
1 .5
g
Total 200 100.0
Form this survey it is very clear that most of the Indian respondents will not get
influenced by external factor that affects their choice of business schools. 13.9% of
Indian nationals strongly agree and 16.7% agrees to this statement, which means
nearly 31% of total Indian nationals who responded to this statement will get
influenced by family, peer groups and advertisements for their choice of business
school. 40.7% respondents of Indian citizens gave a neutral opinion. That means
40.7% of this respondents may take help of external source only if it is necessary.
Around 27.5% of Indian respondents will not get influenced by or seek help of
external factor and 0.9% did not like to respond to this statement.
South Asian and African nationals which excludes Indians, covers 21% of the total
survey respondents. Here 7.1% of South Asian and African nationals strongly agree
that external factor influence their decision making process of choosing a business
school. 33.3% have partially agreed to the statement and nearly 19% of South Asian
and African nationals disagree to the statement. Most remarkable part is that, 40.5%
of respondents that looks similar to Indian respondents gave a neutral responds.
Of 6% of the total GCC and Middle East nationals who participate in the survey,
33.3% strongly agrees that external factors influence their choice of business schools.
25% some what agrees that they would get influenced by external factor for making
choice of their business school. External factors won’t influence 33.3% of GCC and
Middle Eastern Arabs. They will be having their own decision for choosing their
business school. 8.3% of respondents have a neutral opinion about this statement.
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Nearly 50% of total South East Asian and Australian nationals reveals that external
factors do not influence their choice of schools. 37.5% of this categorized nationals
may or may not take the help of external sources, it depends on the situation they
prevail. External factor for choosing the business schools, influences only 12.8% of
South East Asian and Australian nationals.
30% of West Asians who stands #3 in terms of population participated in the survey
disagrees that external factors do not influence their choice of school and in which 5%
strongly disagrees. Around 15% of West Asians strongly agrees that external factor do
not influence their decision making process for choosing the business school and 25%
of West Asian nationals reveals that they my or may not get influenced by external
factor.
42% of UK, Europe and North American nationals with 85% of participants aged
between 16-20yrs agrees that external factor do not influence their choice of business
school. 28.6% of there nationals agree that external factor influence their choice in
which 14% strongly agrees and 14.3% some what agrees to the statement. There for
rest of 28.6% UK, Europe and North American nationals have a neutral respond about
the matter of statement.
e. Statement 5- Sports and Recreation activities are important
This statement can be considered as a serious part by many young students as
consumers. Sports and recreation activities will not be a serious issue for many senior
consumer as faculty quality, accreditation of school, fees or location could be first
priority. Most of the consumers from high schools may value this part as a serious
issue because sports and recreation activities can solve their academic pressure and
tensions. As majority of the respondents are at the age of 16 – 25, around 68% of total
respondents agrees that sports and recreation is an important factor as a business
school. 26% of respondents says that they may or may not value this statement as a
serious matter. Only 6% among the rest of the respondents disagree that sports and
recreation activities will be their least matter of importance.
Sports and recreation activities are important
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 3 1.5 1.5 1.5
Disagree 9 4.5 4.5 6.0
Neutral 52 26.0 26.0 32.0
Agree 66 33.0 33.0 65.0
Strongly Agree 70 35.0 35.0 100.0
Total 200 100.0 100.0
From the survey, it was clear that almost 75% of Indian respondent agree with the fact
that they agree sports and recreation an important factor. 18% of respondent has a
neutral response to this statement and 7% don’t consider this factor at all.
Out of 42 people from South Asia, Africa excluding India, 61% agrees with the fact
that they considered sports and recreation an important factor. 35% has a neutral
response to this statement and 1 out of 42 people had disagree with this fact
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12 of the total GCC and Middle East nationals, who participate in the survey, 75% of
respondent agree to the fact that they consider sports and recreation an important
factor. The rest of the respondent has a neutral response to this statement.
Taking into account, the responses of South East Asia & Australia, almost 75% of the
respondent has a neutral response to the statement. Only the rest 25% agree with the
fact that they consider this statement and important factor.
Out of the respondents of Uk, Europe & North America, 50% strongly agree with this
statement and the rest is divided among neutral and disagree respondent.
f. Statement 6- Campus environment is important
A campus environment of a school or a university is one of the main beneficial factor
that involve in choice of a consumer’s choice of schools or university. In this survey
this statement was strongly disagreed by2%, Disagreed by 3%, neutrally responded by
8.5%, agreed by 38% and strongly agreed by 48% of the total respondents.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 4 2.0 2.0 2.0
Disagree 6 3.0 3.0 5.0
Neutral 17 8.5 8.5 13.6
Agree 76 38.0 38.2 51.8
Strongly Agree 96 48.0 48.2 100.0
Total 199 99.5 100.0
Missing System 1 .5
Total 200 100.0
Respondents of Indian nationalities consisted of 108 of them which were 57.4% of the
total respondents. 42.6% are males and 57.4% of them are females. The importance of
campus importance was strongly disagreed by 9%, 3.7% disagreed, 74% remained
neutral, 39.8% agreed and 47.2% strongly agreed.
Africans and south Asians excluding Indians were 21% of the total respondents. Their
responses to the campus environment importance response were that 4.8%, strongly
disagreed, 2.4%disagreed, 9.5% were neutral, 38.1% agreed and 45.2% strongly
agreed.
Respondents from GCC and Middle East Arab countries compromised about 6% of
the total respondents. 8.3% of them remained neutral, 38.1% agreed and 45.2%
strongly agreed that campus environment is an important factor.
Respondents from south East Asia and Australia responded only opinions that
included 62.5% agreeing and 37.5% strongly agreeing.
West Asian respondents gave a mixed response on this statement which included 5%
strongly disagreeing, 5% disagreeing, 15% neutral, 40%agreeing and 35% strongly
agreeing.
Respondents from UK, Europe and North America gave only responses which
included 14.3%neutral and 85.7% strongly agreeing.
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g. Statement 7- Location of the school is important.
Place and location of the school is one of the main factors that consumers look into
before enrolling into one, even though there is difference in every ones view.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 2 1.0 1.0 1.0
Disagree 17 8.5 8.5 9.5
Neutral 38 19.0 19.0 28.5
Agree 68 34.0 34.0 62.5
Strongly Agree 75 37.5 37.5 100.0
Total 200 100.0 100.0
Indian respondents’ response to the survey was that 1.9% strongly disagreed,
12%disagreed, 21.3% remained neutral, 30.6% agreed and 34.3% strongly agreed to
that location of the campus is important.
South East Asian and African responded in which 7.1%disagreed, 21.4% remained
neutral, 31% agreed and 40.5 strongly agreed to the statement.
The respondents from GCC and Middle East Arab countries responded more
positively to the statement in which only 25% remained neutral; other than that
41.75% agreed and 33.3% strongly agreed.
South East Asian and Australian respondents gave a response of 12% disagreeing,
37.5% agreeing and 50% strongly agreeing to the importance of the location of the
school.
Among west Asian 15% of them responded neutral, 45% agreed and 40% strongly
agreed on the statement.
Respondents from UK, Europe and North America which was only 3.5% of the total
respondents gave a positive response which only includes 57.1% agreeing and 42.9%
strongly agreeing on the statement.
h. Statement 8- Variety of courses offered is important.
Importance of various courses offered is considered as one of many reasons that
attract students to school or a university. Variety of courses in university or a school is
what makes different from other schools.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 4 2.0 2.0 2.0
Disagree 4 2.0 2.0 4.0
Neutral 25 12.5 12.5 16.5
Agree 79 39.5 39.5 56.0
Strongly Agree 88 44.0 44.0 100.0
Total 200 100.0 100.0
Indians responded with 2.8% strongly disagreeing, 1.8% disagreeing, 12% remained
neutral, 45% agreeing and 46% strongly agreeing to the statement that variety in
courses is important.
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South Asian and African respondents gave mixed response with 2.4% strongly
disagreeing, 2.3% disagreeing, 14.3% remained neutral, 35.7% agreeing and 45.2%
strongly agreeing.
Respondents from GCC and Middle East Arab countries gave a more positive
response of 41.7% strongly agreeing, 33.3% agreeing; and only 25% remained neutral
to the statement.
South East Asian and Australian respondents also gave a positive response which
included 62.5%strongly agreeing and 25% agreeing but only with 12.5% remained
neutral.
West Asians response to the survey was also appositive response of 35% agreeing and
45% strongly agreeing but only 5% disagreed and 15% remained neutral.
Respondents from UK, Europe and North America gave strong positive response of
28.6% agreeing and 71.4% strongly agreeing to the statement.
i. Statement 9- Assurance of future job recruitment is important.
The excellence in future profession is why most of them enrol into specific
universities; for that future job assurance is important factor. Especially most of the
consumers tend attend college where a future job is guaranteed to top firms and
organizations.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 .5 .5 .5
Disagree 4 2.0 2.0 2.5
Neutral 20 10.0 10.0 12.5
Agree 54 27.0 27.0 39.5
Strongly Agree 121 60.5 60.5 100.0
Total 200 100.0 100.0
The respondents from India gave great response which ended up with only .9%
strongly disagreeing, 2.8% disagreeing and 10.2% remained neutral. 27.8% agreed
and 58.3% strongly agreed to the fact that future job assurance is important.
South Asians and Africans gave a response to the statement that future job recruitment
is important which included 2.4% disagreeing, 14.3% remained neutral, 21.4%
agreeing and 61.9% strongly agreeing.
GCC and Middle East Arabs responded only with positive reviews with 33.3%
agreeing and 66.7% strongly agreeing.
South East Asian and Australian respondents gave a positive response to the statement
with 25% agreeing and 62.5% strongly agreeing with only 12.5% remaining neutral.
West Asians gave only positive response to the statement which included 30%
agreeing and 60% strongly agreeing with only a 10% remaining neutral.
Respondents from UK, Europe and north America gave a response which included
28.6% agreeing and 71.4% strongly agreeing to the statement.
j. Statement 10- International schools are better than domestic
schools.
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Consumer Behavior
The world renowned schools are one of the first choices when choosing a school than
choosing a domestic one; so some consider it as an important factor of influencing
consumer’s choice.
International schools are a better choice than domestic schools
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 4 2.0 2.0 2.0
Disagree 12 6.0 6.0 8.0
Neutral 60 30.0 30.0 38.0
Agree 57 28.5 28.5 66.5
Strongly Agree 67 33.5 33.5 100.0
Total 200 100.0 100.0
Indian respondents gave mixed response to the statement which included 2.8%
strongly disagreeing, 8.3% disagreeing, 28.7% remained neutral, 26.9% agreeing and
33.3% strongly agreeing.
South Asian and African respondents also gave mixed response with 4.26%
disagreeing, 30.95% remained neutral, 30.95% agreeing and 33.3% strongly agreeing
to the statement of the survey.
GCC and Middle East Arabs response included 8.3% disagreeing, 25% remained
neutral, 41.7% agreed and 25% strongly agreed to the statement.
Respondents from south East Asia and Australia gave a mixed response with 12.5%
strongly disagreeing, 37.5% remained neutral, 12.5% agreeing and 37.5% strongly
agreeing to the statement.
West Asian s responded to the statement with 30% neutral, 30% agreeing and 40%
strongly agreeing.
UK, Europe and North American respondents gave a positive result with 28.6%
agreeing and 42.9% strongly agreeing with only 28.6% remaining neutral to the
statement.
8. Different Consumer Segment:
a. Indians:
According to Indian respondent, the accreditation of business school is very
important. In the survey, 55% of the Indian respondents strongly agree with this
factor. From this we can understand that they seek educations which are high in
quality and standard. They also considered accreditation important because it gives
them an easy entry to profession and easily recognized by other. The quality of
education plays important criteria for Indians. The survey shows that 45% of the
Indian respondents agree with this criterion. This is based on the fact that from ancient
times onwards Indians have strong ethical belief, patrons on intellectual theory and
respect their elders. About 38% of Indians agree that they give strong importance for
financial aspects of the education because of the reason that they give high value for
their money. External factors such as friends, relatives and advertisements influence
the behavior of the Indian respondent a lot. This is because they have strong family
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Consumer Behavior
values and inter community faith which has considerable influence on selecting
colleges. The survey shows that 37% of the Indians strongly agree that they require
sports and recreational activities in colleges. This is mainly due to the fact that Indians
are from an outdoor environment and are very interested towards sports. Indians
consider campus environment an important factor because they consider that campus
environment has a strong impact on their education. The Indians prefer that their
educational institution should be easily accessible. This we can understand from the
survey which shows that 47% strongly agree that they consider location important
criteria. Different courses provide different job opportunities. So the people will
prefer the school with different variety of courses. In case of Indians, about 42% of
them require variety of courses. It is a fact that most people study in business school
that guarantees future job recruitment. In our survey, 58% of Indians states that this
fact is true. The survey also shows that Indians believe that international schools are
better choice that domestic schools. This is mainly because of the multi cultural
environment found in the international schools which helps the student to interact
with people with different culture. As South Asian & African nationals are addicted
towards sports more than half of these respondents agree that sports and recreation is
a major factor in their academic life.
b. GCC and Middle East Arabs:
The job market in the GCC and Middle East countries are growing. So there is a
growing importance of quality education. In order to get quality education,
accreditation of the school is important. From the survey, about 91% of the GCC and
Middle East respondents think those accreditations of the schools are important. A
good faculty is a must factor for a good school. About 83% of the GCC and Middle
East respondents state that the quality of the faculty affects the choice of school. More
than half of the people of the GCC and Middle East respondents think that there
should be comparison of fees between schools. They wanted to get high value for the
money they are spending. Looking at the external factors, the GCC and Middle East
Arab respondent had a mixed response to this statement. These respondents give a
positive opinion to sports especially football which is found as part of their culture in
Middle East. Campus environment and location are a very important to GCC and
Middle East consumers. They also believe that a good campus environments and a
best location can uplift school’s prestige. As many varieties of new job arises in GCC
and Middle East due to a high development in logistics, real estate and other service
sector, different types of educated personals are demanded in the current job markets.
So assurance in future job is considered as a serious issue. GCC and Middle East
strongly agrees that international schools are better than domestic schools. Lack of
standard domestic schools in GCC and Middle East region can be a strong reason for
such responds.
c. South East Asia and Australia :
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Consumer Behavior
The responds from the survey shows that 87% South East Asian and Australians gives
a great importance to accreditation of business schools which gives them a great value
for the degrees they gained, but they shows a moderate importance to the teachings
techniques of school faculties. They don’t give much importance to the fees of the
schools demanded and influences for external factors because accreditation and
overall quality of business school could be one of their first priority. South East Asia
and Australian consumers depends mostly on sports activities outside academy, more
than 80% of these nationals don’t give much importance to sports and recreation
activities in schools. Most of the standard business schools with better campus are
situated in best locations in South East Asia and Australian regions. So they expect
same factors in the business schools they wish to enroll for. 87% of these nationals
give importance for variety in courses offered as well as assurance of future job
business schools. The current competitive employment market can be a strong reason
for such response.
d. West Asia:
85% of the respondent in West Asia considered accreditation and the quality of
faculty as an important criterion. This is mainly because these people are looking for
the job outside their home country and they want their courses to be recognized by
others. 60% of the respondents agree with the fact that they compare the fees between
schools. So wanted to make sure that they receive the best education from the fees
they are paying. When looking whether the external factors will affect their decision,
the result shows that most of them disagree with the fact. This is mainly because these
respondents are individualistic and they don’t consider these external factors a lot.
When taken into account the campus environment, sports and recreational activities
and location, they strongly agree that they considered this as an important factor. The
survey shows that the results are 55%, 75% and 85% respectively for these factors.
They consider these factors as an important element to their education. They also
look for variety in courses because they feel that it will help them to find job easily
and they also want to make to that the schools provide job assurance for them. They
strongly agree with the fact that international schools are better than domestic schools
because it gives them a wide experience.
e. UK, Europe and North America :
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Consumer Behavior
Respondents of UK, Europe and North America strongly agree with the fact that they
look at accreditation and quality of faculty. This is mainly because the citizens of
these regions have inherited strong value in education that includes accreditation.
When
asked whether they will compare the fees between student, around 70% of respondent
agree with the fact they will compare the fees. The existence of education grants and
long term financial planning deviation doesn’t exempt them from comparing fees. The
respondents in these regions have a neutral response towards the external factors as
well as the sports and recreational activities. They give prior importance to campus
environment as well as the location of the school. They also feel than it is better to
study in international schools rather than domestic schools because it will help them
to develop a cross cultural perceptive and also provide an international outlook
f. South Asia, Africa excluding India:
The response of South Asians and Indians looks very similar to each other. 88% of the
South Asian & African respondent finds a great value for the accreditation of schools.
Majority of countries in South Asia and African regions face the problem of high
unemployment rate and poverty. As a result, respondent from these countries will be
forced to find job outside their own countries and graduation from an accredited
school gives a high employment opportunity in developed countries. Understanding
the course is an important factor for studying in a business school. As South Asian &
African consumers believe that quality of faculty is positively related to the future job,
88% of these nationals agrees that quality of faculty affects their decision making
process of business schools. As South Asian & African nationals can find many
universities which are very expensive as well as cheap, 57% of these nationals reveal
that they will compare the fees of universities before enrolling in one of them. Around
40% of total South Asian & African nationals give a neutral response which shows us
that not only the financial part they also care about the other factors for quality of
education. 40% of South Asian & African respondent has a neutral response that they
may or may not get influenced by external factors. Independent choice and the
situation they prevail can be a reason for such response. Majority of universities in
South Asia has a big campus due to the availability of free land and government
subsidies. So they have obvious reasons for demanding a better campus environment.
71% of South Asian & African respondent prefer location of the university as an
important criteria, because they wanted their university nearby to their area. 64% of
these categorized nationals prefer the international schools more than the domestic
schools and 80% prefer to have variety in courses. The course offerings made by the
international universities is more than their domestic schools can be a best reason for
such response. As mentioned above South Asian & African consumers give big value
for their job, 83% of respondents prefer such schools which ensures the future job
after the graduation
.
9. Targeting and Positioning
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Consumer Behavior
a. British University in Dubai (BUiD)
Market Targeting
BUiD is located in Knowledge Village in Dubai. As it is located in KV they can offer
a best campus environment and a mixed culture due to the presence of other schools
from different countries of the world. BUiD has gained high raking in quality of
faculty that can also be a reason that their all courses are accredited by Ministry of
Higher Education and Scientific Research. As a business school variety of course
offered by them is reasonable BUiD is an British based international universities and
they give less importance to sports and other recreation activities. BUiD is a best
choice for that consumer who takes location of school, variety of courses and
accreditation of school as an important matter.
Market Positioning
Quality of faculty is one of the main factors that cares by British university in Dubai.
They are also accredited by Ministry of Higher Education and Scientific Research.
BUiD is a best choice for GCC and Middle East Nationals, because these nationals
give more importance to accreditation of schools and Quality of faculty in business
schools.
Fees demanded by BUiD is a major challenges faced by academic management. There
are many suggestions came from public that their fees structure is not up to their
course offered. BUiD can be a best choice for South Asian and Australian national
who are least cared about fess that schools demand as compared to other respondents
in the survey.
BUiD is located in Knowledge Village which is located in the prime centre of the city
which provides one of the best campus environments and a cream of students from
different universities. BUiD is a best choice for South East Asia and Australian
nationals as they finds campus environment and location of school as important
criteria for enrolling in one of them.
BUiD is one of the least among universities who keeps a certain amount of annual
spending for advertisements. BUiD can be an option as business school for consumers
who are not influenced by external factor.
b. Manipal University in Dubai:
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Consumer Behavior
Market Targeting
The Manipal University in Dubai is currently situated in the Dubai International
Academic City (DIAC). There are wide-ranging and well combined facilities
available here. They include auditorium, attractively site, sports facilities, library
services, and a variety of clubs. The Manipal University in Dubai has a multicultural
environment. Students of different nationalities study here. Socializing is promoted
amoung the students which helps them to create a good global civilization.
Market Positioning
The Manipal University in Dubai offers a wide range of courses. So this university
would be most suitable for the students of UK, Europe, North America and Also
India. This University also promotes multicultural environment and background,
which would be best suited for the people of East Asia and Australia.
The price level of the Manipal University in Dubai is relatively low. This university is
one of the best choices for the students from India as they agree that it is necessary to
compare fees between the universities.
This University is situated in the Dubai International Academic City (DIAC). Here
there are Universities that belong to about 32 countries. So this University would be
best suited for the South East Asians and the Australians.
The Manipal University in Dubai is mainly promoted by word of mouth. But they
also are providing advertisements about the university.
c. American university of sharjah
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Consumer Behavior
Market targeting
American University of Sharjah is undeniably one of the best university in
middle east, giving the opportunity to study in the intersection of 3 continents and
also one of the most developing and booming place in the world. Recognised and
accredited by the UAE government, it is a premium place for people seeking
recognition and high standard. With a very rich faculty coming mainly from North
America and occidental Europe, it has the elite of the scholars.
Greatly directing towards sports and recreation, they are excelling against
other based universities and teams. The campus is huge, warm and well organised,
giving the feeling of belonging to a community. Facilities are present and offer all the
comfort needed. Finally, it is an international school, directly linked to the US,
making it valuable globally. Also it is the best place for people wanting to study in an
environment following thoroughly Muslim laws and who want to be out of the busy
city, in a calm and green atmosphere.
Market positioning
Located in the suburb of Sharjah, next to the Sharjah international airport, it is
implemented in University City. With a very well organised road system, it is easy to
reach from Sharjah and other emirates, especially from Ajman, and to some extent
also from Dubai. The location is great for those living in Sharjah and Ajman, because
of the traffic present when going to Dubai.
Offering one of the largest varieties of courses, it brings together business, IT,
Engineering, Art, Science, Architecture and Design…. This amount of choice is very
rare in this part of the world, bringing new skills and opens now doors.
Regarding the price, it is definitely one of the most expensive universities in
the region, but it is in comparison of the quality of education and the worldwide
image of the school.
Finally, it is talked through the word of mouth and landmark it already has,
being a relatively old institution.
d. ZAYED UNIVERSITY
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Consumer Behavior
Market Targeting
This university was formed to prepare and excel national students for better
potential and career by the U.A.E. government. The university curriculum covers
bilingually excelling in English and Arabic. They have five campuses; three in Abu
Dhabi and two in Dubai. They have separate campuses for male and female. They
recently opened their campus admission for international students. They have
excellent faculties from different parts of the world from west to east. In the case of
the sports the university is one of the best with vast sports environment facilities and
are much appreciated who interest in that field. The varieties of courses offered are
limited with business and IT.
Market Positioning
The Zayed University is one of the best university in UAE which excels in
both education and recreational wise. The education provided is of high standard and
powerful of that available.
Zayed University is usually open through scholarships but the fees ranges are
quite high even though it is normal to the standard education, facility and faculty they
are providing.
Zayed University is located in the main suburbs of the Dubai and Abu Dhabi
which makes it easy accessible people from each emirate. The Dubai campus is
located next to the knowledge village and in Abu Dhabi campus is in main city part.
Through it is much appreciated organization that runs under full support of
government it doesn’t lack or require promoting it publicly.
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e. UNIVERSITY OF WOLLONGONG IN DUBAI
Consumer Targeting
University of Wollongong is one of the most famous universities in Dubai as well as
UAE. It is currently situated in Knowledge village. So people from almost all
countries who consider location as an important factor can be enrolled in this
university. Looking at the fees, people from Asia and Africa compare the fees
between schools. Since UOWD is charging high for their courses people from these
countries finds it difficult to afford. UOWD can target people from India, Middle
East, GCC and West Asia because majority of them strongly agree with the that they
need sports and recreational activities and UOWD is providing extra-curricular
activities. Since UOWD is doing campus recruitment, they can target people from all
regions who considered campus recruitment an important factor. They can also target
people who considered accreditation, international school and campus environment an
important criterion.
Consumer Positioning
Uowd is providing both undergraduate and postgraduate programs in business
courses. Almost all the business programs are accredited by the Ministry. They have
recently introduced new business programs also.
Even though the course fee is high in UOWD, they can include other options
like instalment plan, financial aid to students who can’t afford the money at the
beginning of the semester. They can provide scholarship for more students who are
achieving high marks.
UOWD has to think about the location. Since majority of students are coming
from places like sharjah, Ajman, deira and qusais, it has become a great difficulty for
them to reach the university. So one possible idea is that they can change the location
to academic city which are nearest to all the above mentioned pace or they can start a
separate branch in any of these region.
UOWD is making use of the promotional techniques a lot. They are giving
advertisement of television as well as in radio to attract more students. They are also
attracting people through scholarship, fees reduction for current students who
introduce new students etc. UOWD has to find some more promotional strategy to
attract more consumers
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10. Limitations
As we all know, the backbone of the project is the survey. By definitely
improving the diversity of the respondents, results could be more accurate and better.
So, first of all, we mostly surveyed people already enrolled in a business
school. It could have been interesting to know what younger students think about the
question we asked, and how they would have reacted to it. Also, it could also be good
to have more graduated student, doing their master or working, so we could have the
opinion of experimented people.
Also a large majority of the respondents were Indian, even if we know that
they a big part of UAE’s population, it could have been interesting to have more of
other nationalities. A slack lack of female was observed, so an even number of male
and female could have been appreciated also.
The survey being limited at 200, the answer couldn’t precisely reflect the
thousands of students in UAE, so a bigger number of surveyed would have helped us
getting more accurate number and figures, which would reflect the situation in a better
manner. Locations asked were also limited, so a better coverage of our area would a
have given us what people in other locations and in others part have to say.
Finally the time we asked the question was during the actual crisis, so people
are more reluctant towards economical question. So it could have been good to know
people’s opinion before this crisis and to realize what has changed in their behavior.
With few limitations and constrains, the project hasn’t reached the summit of
its potential, but we have done the best we could we the available tools. Things can
always be better and be improved, but can never be perfect.
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Conclusion
The objective of this report was to find out the behaviour of consumers who are
related to the business schools in U.A.E. Five universities in U.A.E. were selected for
this report. They are Manipal University, Zayed University, University of
Wollongong in Dubai, British University in Dubai and American University in
Sharjah. A survey consisting of ten main statements were given to 200 people and the
results from these respondents were collected. These statement results were then
analysed using software called SPSS. The responses of the statements in total were
analysed. Then the results were analysed according to the to the six regional segments
which are Indians, South Asians And Africa excluding Indians, GCC and Middle East
Arab countries, South East Asia and Australia, West Asia, UK, Europe and North
America. From these results it was found that almost all the regional segments have
the same opinion regarding most of the statements. Based on this, targeting and
positioning of the selected universities were done. Lastly, the limitations of the
conducted research were pointed out.
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Reference list
Zayed university, n.d, ‘Welcome to Zayed university’, (online)
URL:http://www.zu.ac.ae/main/ [Accessed Date 19/03/2009]
Manipal University, 2009, ‘The Institution’, (online)
URL:http://www.mahedubai.com/ [Accessed date 20/03/2009]
University of Wollongong in Dubai, 2009, ‘UOWD Profile’ (online)
URL:http://www.uowdubai.ac.ae/ [Accessed Date 20/03/2009]
American University, 2009, ‘About Us’ (online) URL: http://www.aus.edu/
[Accessed Date 20/03/2009]
British University in Dubai, 2009, ‘About BUiD’ (online)
URL:http://www.buid.ac.ae/buid/html/home.asp [Accessed Date 20/03/2009]
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Consumer Behavior
Appendices
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Accrediation of the school
is important * recode 196 98.0% 4 2.0% 200 100.0%
region (N)
Quality of faculty affect
my choice * recode 196 98.0% 4 2.0% 200 100.0%
region (N)
Comparison of fees
between school is
necessary * recode 197 98.5% 3 1.5% 200 100.0%
region (N)
External factors do not
influence my choice of
school * recode region 196 98.0% 4 2.0% 200 100.0%
(N)
Sports and recreation
activities are important * 197 98.5% 3 1.5% 200 100.0%
recode region (N)
Campus environment is
important * recode region 196 98.0% 4 2.0% 200 100.0%
(N)
Location of the school is
important * recode region 197 98.5% 3 1.5% 200 100.0%
(N)
Variety of courses offered
is important * recode 197 98.5% 3 1.5% 200 100.0%
region (N)
Assurance of future job
recruitment is imporant * 197 98.5% 3 1.5% 200 100.0%
recode region (N)
International schools are
a better choice than
domestic schools * 197 98.5% 3 1.5% 200 100.0%
recode region (N)
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