English Full Article Citation


Linus Osuagwu , American University of Afghanistan, Afghanistan


The Masters in Business Administration (MBA) programme is a global educational qualification with different forms of values for individuals and organisations and varying degrees of attractions from persons and companies in developed and developing countries. Therefore, many factors motivate individuals and organizations to choose MBA programmes. This research utilised a survey research method, with a research instrument developed from relevant extant literature, to isolate the major factors determining students’ choice behaviour towards MBA programmes in the Nigerian university system. The research reports that the major factors determining students’ choice behavior towards MBA programs include quality-related, information-related, and convenience-related factors. The limitations associated with the research relate to its cross-sectional nature, in addition to the usual limitations associated with the survey research method used in this research. In addition, the combination of MBA students from both private and government-owned universities is likely to pose some limitations. Also, focusing on students from only one country (Nigeria) presents external validity limitations. The research has practical implications for administrators and regulators of business programs in the Nigerian university system, in addition to organizational decision-makers interested in sponsoring their relevant staff for MBA programs in the Nigerian university system. The research has social implications about the different cohorts of students interested in MBA programmes in the Nigerian university system.

consumer behaviour, MBA, business and management education, students, Nigeria.‎


El programa de Maestría en Administración de Empresas (MBA) es una calificación educativa global con diferentes formas de valores para individuos y organizaciones, así como diversos grados de atracción de personas y empresas en países desarrollados y en desarrollo. Por lo tanto, muchos factores motivan a las personas y organizaciones a elegir programas de MBA. Esta investigación utilizó un método de investigación de encuestas, con un instrumento de investigación desarrollado a partir de la literatura existente, para aislar los principales factores que determinan el comportamiento de elección de los estudiantes hacia los programas de MBA en el sistema universitario de Nigeria. La investigación señala que los principales factores que determinan el comportamiento de elección de los estudiantes hacia los programas de MBA incluyen factores relacionados con la calidad, la información y la conveniencia. Las limitaciones asociadas con la investigación se relacionan con su naturaleza transversal, además de las limitaciones habituales asociadas con el método de investigación de encuesta. Además, es probable que la combinación de estudiantes de maestría en administración de empresas de universidades públicas y privadas presente algunas limitaciones. Centrarse en estudiantes de un solo país (Nigeria) presenta limitaciones de validez externa. La investigación tiene implicaciones prácticas para los administradores y reguladores de los programas de negocios en el sistema universitario de Nigeria. La investigación tiene implicaciones sociales sobre las diferentes cohortes de estudiantes interesados en programas de MBA en el sistema universitario de Nigeria.

Palabras clave
comportamiento del consumidor, MBA, educación empresarial y gerencial, estudiantes, Nigeria.

11 November 2021

17 January 2022

This is an open access article under the CC BY-NC license.


Osuagwu. L. (2022). Consumer behaviour determinants: evidence from MBA students. Journal of Management and Business Education, 5(1), 20-37.


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