Consumer Demand in the Egyptian Market of University Education: An Empirical Investigation

Amany I. Shahin
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Amany I. Shahin: Helwan University, Egypt

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2010, vol. 1, issue 4, 44-61

Abstract: This study explores consumer demands in the Egyptian market of university education. Three aspects discussed are the value of university education in Egyptian culture, consumer perceptions regarding the quality of university education, and consumer preferences regarding the university education service. Results of the empirical investigation indicate that university education is highly regarded in Egyptian culture, however, consumer’s perception of its quality is moderate. Consumers prefer university studies in courses taught in the English language, universities in a nearby geographical location, governmental universities, and top class faculties. The study focuses on university education in Egypt and the authors hope to shed light on higher education in countries that share the same cultural characteristics. Many studies investigated higher education in different cultures, yet relatively few have considered it in an emerging nation. The present study addresses this gap.

Date: 2010
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