The specifics of the Bulgarian customer behaviour in the market of MBA educational services
Cardiff Metropolitan University
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The present dissertation aims to investigate the specifics of the Bulgarian customer behaviour in the market of MBA educational services. The paper starts with a short introduction where are presented the rationale of the research and its aims and objectives. Subsequently are studied the secondary literature sources concerning the themes of MBA consumer buyer behaviour and consumer motivators of the MBA customers. For this research I have selected a deductive approach, survey strategy and a questionnaire as an instrument for data collection, which are all described in details in the methodology chapter. A research findings section presents of the results of the survey through figures and also includes comparison of this data with the available results of two similar secondary surveys. The data is supplemented with Pearson correlations and differences of the behaviour of male/female and manager/non-manager respondents and is subsequently analyzed. Finally in the conclusion chapter I check whether the aims of the research are achieved and on the base of the whole paper I make some recommendations for a future research.
Masters in Business Administration
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