dc.contributor.advisor |
Strydom, J. W. (Johan Wilhelm), 1952-
|
en |
dc.contributor.author |
Holtzhausen, Tania
|
en |
dc.date.accessioned |
2009-08-25T11:01:41Z |
|
dc.date.available |
2009-08-25T11:01:41Z |
|
dc.date.issued |
2009-08-25T11:01:41Z |
|
dc.date.submitted |
2006-03-31 |
en |
dc.identifier.citation |
Holtzhausen, Tania (2009) A consumer profile of first year marketing students at the Pretoria campus of the Tshwane University of Technology, University of South Africa, Pretoria, <http://hdl.handle.net/10500/2230> |
en |
dc.identifier.uri |
http://hdl.handle.net/10500/2230 |
|
dc.description.abstract |
This study provides a consumer profile of first year Tshwane University of Technology (TUT) Marketing students. To determine influences on students' tertiary education choices, a literature study was undertaken on consumer behaviour, influencing factors and consumer decision-making. An empirical study established consumer behaviour variables impacting on tertiary students, and revealed students' future perspective. A structured questionnaire was distributed. The main findings are: preferred media are E-TV, Metro FM, Drum magazine and The Sunday Times; Internet access is low; most prefer TUT for tertiary education; parents and academic standards predominantly impact tertiary institution choice; the majority will continue their studies and apply for a marketing job in South Africa; their future perspective is predominantly optimistic. In conclusion, the students are impacted by reference groups and institutional marketing efforts. Primary concerns include: successful communication with this group; the effectiveness of the Open Day; and the lack of using reference groups in marketing. |
en |
dc.format.extent |
1 online resource (xvi, 232 leaves) |
|
dc.language.iso |
en |
en |
dc.subject |
Generation Y |
en |
dc.subject |
Consumer profile |
en |
dc.subject |
Tshwane University of Technology |
en |
dc.subject |
First-year students |
en |
dc.subject |
Consumer behaviour |
en |
dc.subject |
Consumer |
en |
dc.subject.ddc |
658.8340835 |
|
dc.subject.lcsh |
Tshwane University of Technology -- Freshmen |
|
dc.subject.lcsh |
College freshmen -- South Africa -- Pretoria |
|
dc.subject.lcsh |
Consumer profiling -- South Africa -- Pretoria |
|
dc.subject.lcsh |
Consumers' preferences -- South Africa -- Pretoria |
|
dc.subject.lcsh |
Consumer behavior -- South Africa -- Pretoria |
|
dc.subject.lcsh |
Marketing -- Studying and teaching (Higher) -- South Africa -- Pretoria |
|
dc.subject.lcsh |
Young adult consumers -- South Africa -- Pretoria |
|
dc.subject.lcsh |
Generation Y -- South Africa -- Pretoria |
|
dc.title |
A consumer profile of first year marketing students at the Pretoria campus of the Tshwane University of Technology |
en |
dc.type |
Dissertation |
en |
dc.description.department |
Business Management |
en |
dc.description.degree |
M. Com. (Business Management) |
en |