Abstract
ABSTRACT Do male and female students really behave differently and want different things from a college education? The present study was and designed to address this issue and extend what was previously known regarding gender differences in the university selection process. A convenience sample of 183 undergraduate students (83 males and 100 females) from a large, midwestern university responded to a campus-intercept survey. Results indicate that male and female students differ in terms of the importance placed on various attributes of a university and in one source used to choose a university. Implications for the development of a strategic marketing process are discussed.
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