Luxury retreat

September 22, 2011

You write that higher education institutions should be able to develop unique brands because the retail industry has at least 150 distinctive marques ("Swap camels for custom vehicles", 8 September). However, buying a "low-involvement" consumer item such as a Mars bar is not quite the same as a "high-involvement" purchase such as a university education.

Low-involvement purchases are cheap, habitual, familiar to the consumer and low risk. High-involvement purchases are expensive, infrequent and demand extensive research because consumers have far less pre-purchase product knowledge.

A closer "retail" equivalent to a university education costing tens of thousands of pounds would be buying a luxury car; I am not sure that there are 150 distinctive brands in that area.

Hillary Shaw, Senior lecturer and food research consultant, Department of business management and marketing, Harper Adams University College

You've reached your article limit.

Register to continue

Registration is free and only takes a moment. Once registered you can read a total of 3 articles each month, plus:

  • Sign up for the editor's highlights
  • Receive World University Rankings news first
  • Get job alerts, shortlist jobs and save job searches
  • Participate in reader discussions and post comments
Register

Have your say

Log in or register to post comments

Featured Jobs

Most Commented

Monster behind man at desk

Despite all that’s been done to improve doctoral study, horror stories keep coming. Here three students relate PhD nightmares while two academics advise on how to ensure a successful supervision

celebrate, cheer, tef results

Emilie Murphy calls on those who challenged the teaching excellence framework methodology in the past to stop sharing their university ratings with pride

Sir Christopher Snowden, former Universities UK president, attacks ratings in wake of Southampton’s bronze award

Reflection of man in cracked mirror

To defend the values of reason from political attack we need to be more discriminating about the claims made in its name, says John Hendry

But the highest value UK spin-off companies mainly come from research-intensive universities, latest figures show