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Consumer Behaviour and the Future of Higher Education in Africa: A Cross-Regional Study on Value Perception, Choice Patterns, and Institutional Branding Author: Dr. Gitonga Muriithi

Domaine:

educationsocioeconomic

Type de record:

paper
Créateur:
DR GITONGA, MURIITHI
Éditeur:
DR GITONGA, MURIITHI
Éditeur:
Zenodo
Hôte:avatar

This study explores consumer behaviour in higher education across Africa, emphasizing value perception, choice patterns, and institutional branding. Utilizing cross-regional data from 10 African countries, we analyze how students and parents evaluate higher education institutions, make enrollment decisions, and respond to branding strategies. The research identifies key drivers of preference, such as affordability, quality of programs, international recognition, and post-graduation employability. Data analytics reveal significant patterns in student behaviour, highlighting both opportunities and challenges for African universities seeking to attract local and international students.

Keywords: Consumer Behaviour, Higher Education, Africa, Institutional Branding, Value Perception, Student Choice, Data Analytics

Languages

Tonga

Licenses

info:eu-repo/semantics/openAccessCreative Commons Attribution 4.0 Internationalhttps://creativecommons.org/licenses/by/4.0/legalcode

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