Market Segmentation in Higher Education: A Case Study

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Abstract
A survey of applicants accepted to a major research university who chose to enroll elsewhere revealed that the respondents generally were motivated by noneconomic considerations. Among the most sought-after applicants, however, academic scholarships and other forms of financial aid were more likely to have influenced the applicants' college choice process, putting the institution with minimal non-need-based financial aid at a competitive disadvantage.

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