Uluslararası Öğrenci Pazarını Bölümlendirme: Birleşik Krallık’ta Bir Araştırma

Bu çalışmanın amacı uluslararası öğrencilerin üniversiteye gitmelerinde etkili olan faktörleri belirlemek ve bu faktörler itibari ile uluslararası öğrencilerifarklı pazar bölümlerine ayırmaktır. Bu çerçevede Birleşik Krallık'ta öğrenimgören uluslararası öğrencilere üniversiteye kayıt yaptırmalarında etkili olanmotivasyon unsurları sorulmuştur. Araştırmanın evrenini Birleşik Krallık'tabulunan uluslararası öğrenciler oluşturmaktadır. Araştırma kapsamında 816uluslararası öğrenciden veri toplanmıştır. Araştırma sonuçlarına göre, uluslararası öğrencilerin üniversiteye gitmelerinde; geleceğe ilişkin kariyer gelişimihedefleri, sosyal yaşama yönelik beklentiler, üniversitelerin pazarlama faaliyetleri ve danışmanların yönlendirmesi, öğrencinin ailesinin yönlendirmesive öğrencinin geleceğe ilişkin kariyer belirsizliği faktörleri etkilidir. Kariyergelişimine yönelik beklentiler ve aile yönlendirmesi üniversiteye kayıt yaptırmada en önemli motivasyon unsurlarıdır. Ayrıca, yükseköğretim kapsamındaBirleşik Krallık'ı tercih eden uluslararası öğrenciler üç farklı pazar bölümüneayrılabilir. Bu doğrultuda, daha fazla uluslararası öğrenciye ev sahipliği yapmak isteyen üniversitelere uluslararası öğrencilerden benzer özellik gösterenbir veya daha fazla grubu hedef kitle olarak belirlemeleri ve pazarlama stratejilerini bu kitleye yönelik geliştirmeleri yönünde tavsiyelerde bulunulmuştur

Segmenting international student market: An investigation in the United Kingdom

The aims of the paper are to determine the factors which motivate international students to enroll in a university and to divide international students market into different market segments by these factors. To thisaims, international students studying in the United Kingdom were askedabout the motivation factors that are effective in their decision to enrollin tertiary education. The population of this research consisted of international students in the UK. Data were collected from 816 internationalstudents. According to the results of the research, future career plans,social life environment, marketing activities of universities and counseloradvice, parental guidance, and not-being ready for work life were foundas the reasons for international students’ enrolling in a university. Inaddition, the most influential factors in international students' enrollingin a university were found factors associated with the future career plansand the parental guidance. Furthermore, international students studyingin the UK might be divided into three different market segments. Inaccordance with these results, some suggestions about targeting one ormore segments and developing marketing strategy for the targets weremade for the universities that intend to host more international students

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