An investigation into international postgraduate students’ decision-making process

This paper analyses the student decision-making model for international postgraduate (PG) students with a concentration on consumer service marketing principles. Using a grounded theory approach and exploratory techniques (focus groups), it investigates qualitatively why the UK is the destination choice, the rationale for the programme of study and the feelings of these students as they have progressed throughout the whole of the service consumption period. The longitudinal study incorporated focus groups with a sample size of 35 MBA students with each participant contributing four times over an eighteen months period and seven sets of focus groups were held making a total of 28 focus group sessions. Results found that uncertainty and shock in the initial periods were followed by more positive experiences later in the consumption process. Being a PG student can be challenging as tutors presume there is a prior awareness of the UK Higher Education learning environment and this was certainly not the case. Consequently students had felt intimidated earlier on but as the consumption process progressed and they started to experience their modules and learn, their confidence grew, because they had found their voice.