The purpose of this research is to explore the factors influencing Indigenous students’ decision to enter higher education, specifically undergraduate university study. Indigenous students are underrepresented in the higher education sector and so knowledge of their decision process will assist in developing marketing strategies to increase participation rates. A two-stage study at a regional university identified the salient factors influencing Indigenous students’ decision to commence university studies. The first exploratory stage consisted of focus groups and depth interviews, while the second stage was an email survey. Specifically the survey results highlighted three areas of possible impact: knowledge of the Indigenous unit and its support programs, the presence of enabling courses, and friends/family attending or have attended higher education.
2006 Conference of the Australian and New Zealand Marketing Academy (ANZMAC): Advancing Theory, Maintaining Relevance, Brisbane, Australia 4-6 December 2006
Proceedings of the 2006 Conference of the Australian and New Zealand Marketing Academy / Y. Ali and M. van Dessel (eds): pp.1-7