Differentiated: segmentation for improved learning strategies

Sarath A. Nonis, Gail I. Hudson and Melodie J. Philhours

Journal of Marketing for Higher Education, 2021, vol. 31, issue 2, 155-174

Abstract: Higher education has historically focused on demographics to target prospective students in recruitment and retention efforts. This study focuses on the effect of psychographic and behavioral elements at the learner level to identify student segments and to influence the outcomes that lead to retention and ultimately graduation. Psychographics that include several motivation, resource, and demographic variables were used to segment 245 undergraduate college students from a four year medium size AACSB accredited state school in the United States. Results from a Hierarchical Cluster Analysis identify four segments that differ significantly in terms of not only motivation, resource, and demographic variables but also outcome variables such as academic achievement, satisfaction, and university loyalty. Findings suggest students to be heterogeneous needing different interventions targeted to different student groups. Discussion includes implications for students, instructors, and administrators, as well as actions that may positively influence retention, and graduation efforts among different student segments.

Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2020.1761931 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:31:y:2021:i:2:p:155-174

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1080/08841241.2020.1761931

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().