Segmentacja studentów ze względu na ważność predyktorów wyboru posttowaroznawczych kierunków studiów

Abstract

The purpose of the paper was to classify students according to the importance of predictors of choosing post-commodity science fields of study and determining their implications for university marketing activities. As the research method, the survey was carried out using an original questionnaire on a sample of 240 students of the Poznań University of Economics in the fields of product quality and development (JiRP) and production management and engineering (ZIP). Cluster analysis was used to identify and characterize the obtained segments. A theoretical implication is student segmentation model due to the importance of criteria for choosing a field of study. 3 clusters were obtained. Practical implication is providing recommendations important for effective university marketing activities. Authors’ contribution is application of cluster analysis in the researched area, obtained student segmentation, indication of the marketing implications of the results of these analyses.

Keywords

• : post-commodity science
• choice of field of study
• predictors of choice
• segmentation
• university marketing