Factors and information sources influencing students' consumer behaviour: a case study at an Italian public university

Abstract

This article examines the factors and the preferred sources of information that influence prospective Italian students' choice of a Department of Business and Economics at a public university. Results, based on quantitative survey data, show that both future undergraduate and future postgraduate students value the reputation of the university, the guidance services offered by the institution and the degree of specialisation as important factors that drive their choice, and peers' suggestions are the most relevant information source for both groups. The paper provides insights on how traditional elements are combined with more contemporary ones in domestic Students' Consumer Behaviour. Findings provide several implications for policy makers and managers in Higher Education.