The Decision Making Process of students entering Higher National Diplomas

This paper researches consumer buyer behaviour towards intermediate education within universities. It attempts to understand the decision making process and associated influences that affect students when considering a HND. The research focuses on the HND in Business Administration offered by Coventry Business School. A combination of data collection techniques was employed, to a sample of 85 current HND Business Administration students. Quantitative research in the form of questionnaires was supported by qualitative focus group meeting with students and telephone interviews with blue chip personnel departments to obtain corporate evaluation of the qualification. Findings suggest that the majority of students on the HND programme are there due to falling short of the degree entrance requirements and students are joining the course only as a stepping stone. The HND itself is not perceived credible enough to study as a course in itself, but purely to be used a method of gaining access to a degree course, which would otherwise remain unavailable. Factors affecting students’ choice of programme changed from the initial evaluation of options to factors affecting the final decision. Previous model formation in consumer behaviour is developed and an educational decision making model is proposed. Further results suggest that possibly the HND brand has reached the maturity stage and is facing decline. The study concludes that the final decision is generally a last resort, with grades and university entrance requirements being the key determinants, consequently leading to an increased probability of post purchase dissonance.