MARKET SEGMENTATION IN TERTIARY EDUCATION FOR LOCAL PRIVATE HIGHER LEARNING INSTITUTES

By

LEE YING FONG

ABSTRACT

The purpose of conducting this research is to study the market segmentation in tertiary education for local private higher learning institutes. Three private colleges in Penang were selected in this research, namely Kolej Damansara Utama (KDU), Institute Perkim-Goon (IPG) and Disted-Stamford College. The objectives of this research are to define tightly the market segmentation of these three private colleges, to find out the college market segmentation by using the four major segmentation variables, namely geographic, demographic, psychographic and behavioral, to identify the factors that encouraged students to choose particular college, to find out who is the decision maker in choosing college in between parents and students and to determine the market strategy that used by the college in promoting their college and courses. On the other hand, the STP (segmentation, Targeting and Positioning) of market segmentation model will be used in this research. A total of 150 set of questionnaires was distributed to students from the three colleges. Each college will allocate 50 sets of questionnaires. The questionnaires was divided and constructed to four different sections by using the four major segmentation variables. A convenience sampling and quota sampling were chosen to carry out this research. Besides, information gathered through the interviews with the college management would further enhance the understanding of this topic. This is because the college management staffs are able to provide insight and in-depth view towards the private education in Malaysia. All the data gathered will be keyed in the SPSS program. Analysis of the data indicated that majority of the respondents from the three colleges satisfied with their current college and they do not plan to shift to other colleges in future. In terms of college facilities, most of the IPG respondents are dissatisfied with the college parking area. Besides, the results showed that majority of the respondents choose to pursue their tertiary education in these colleges because of the college location. Indeed, college location plays an important role to attract the students to choose particular college. Several recommendations have been made to each college so that these private colleges can better improve in future.

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Bachelor of Arts (Hons) In Marketing

December 2003

Number 4