Understanding Student-Consumer Behaviour of Purchasing the English as a Foreign Language Course

Abstract

Marketing draws attention to the fact that an institution should identify and understand consumers to have a long run in competitive conditions.  English as a Foreign Language (EFL) course providers aims to satisfy their consumers' needs and desires in the educational segment. Studies have found a certain number of influencing factors contributing to students' choices; therefore, this study aims to identify factors leading to students' desire to purchase an EFL course in the Vietnamese market. This study employs the Engel, Kollat, and Blackwell model (1978) to examine the student decision-making process by exploring their motivations, behaviour, decision-making factors, evaluation, and outcomes of the purchasing process. The participants were 24 students aged 18 to 25 who experienced an English course at an English centre. Using semi-structured interviews was the primary method to understand students' behaviour. The interviews were recorded to be transcribed. Transcripts were coded qualitatively by thematic analysis (Braun and Clarke, 2006). The results revealed significant attributes for each stage; as career prospects, Facebook media, word of mouth, teacher, and staff. This study is a foundation for potential marketers investing in the educational context as EFL providers.