creators_name: Mohd Nazri Mohd Noor, 
creators_name: Azlina Abdul Aziz, 
creators_name: Yanty Roslinda Harun, 
creators_name: Norsiah Aminudin, 
creators_name: Zulaikha Zakariah, 
type: article
datestamp: 2022-04-06 05:09:34
lastmod: 2022-08-04 07:37:28
metadata_visibility: show
corp_creators: Open University Malaysia (OUM)
title: Effective Market Segmentation for Open Distance Learning Institutions’ Marketing Strategy
ispublished: pub
subjects: LC5201
full_text_status: none
keywords: Accessibility,    Generational    Cohort,    Identifiability,    Market    Segmentation,    Responsiveness, Substantiality, Open Distance Learning
abstract: This study aims to examine prospective learners’ perceptions toward effective market segmentation strategies for Open Distance Learning (ODL) advertisements. A descriptive study was conducted to assess preferences based on the generational cohort. Self-administered questionnaires were used to obtain meaningful data from 282 potential learners in Malaysia. The potential learners were working adults based on generational cohorts, namely, Gen Z, Gen Y, Gen X and Baby Boomers. The study was conducted from October to December 2020. Based on the analysis, Substantiality and Accessibility between ODL institutions and the market were viewed by the majority of the respondents as more effective than Responsiveness and Identifiability. However, the standardised path coefficient shows that all variables are significant predictors of the effective market segmentation. Therefore, it is noteworthy to develop creative marketing strategies to attract the attention of a wider audience. The insights obtained can potentially assist ODL institutions to better understand the characteristics of effective market segmentation. The study adds to the existing marketing literature and has strong implications in both academic and ODL institutions, particularly regarding the aspect of prospective learners’ opinions pertaining to effective market segmentation.
date: 2021-10
date_type: published
publication: ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL
volume: 7
number: 2
pagerange: 42-52
id_number: https://doi.org/10.24191/abrij.v7i2.14762
refereed: TRUE
official_url: https://myjms.mohe.gov.my/index.php/ABRIJ/article/view/14762
citation:   Mohd Nazri Mohd Noor,  and Azlina Abdul Aziz,  and Yanty Roslinda Harun,  and Norsiah Aminudin,  and Zulaikha Zakariah,   (2021) Effective Market Segmentation for Open Distance Learning Institutions’ Marketing Strategy.  ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL, 7 (2).  pp. 42-52.