Marketing in Higher Education: A Structural Equations Model of the Relationships Among Demographic, Psychorgaphic and Buyer Behavior Characteristics and Student Persistence in Undergraduate Residence Halls

摘要

This research has investigated hte problem of student attrituion from undergraduate residence halls. The Stimulus-Response Model within Kolter's Marketing Management Process for Education has been used to explain housing attrition behavior. In this context "housing attrition" is viewed as a problem of repeat purchase. Structural Equation Modeling (SEM) has been used to investigate the hypothesized relationship between the components of the "Black Box", (consumer characteristics) of Kotler's Model. The results of this study suggest that the demongraphic, psychographic and buyer behavior characteristic's of hall residents can be used to predict their purchase behavior for undergraduate housing.