Abstract
This research presents findings of a qualitative study conducted in Auckland, New Zealand. The purpose of the research was to discover how Japanese students went about selecting a school and course of study in New Zealand. The objective of the research was to compile a set of consumer profiles for each market segment that would increase understanding and the ability to communicate with this important student market. In-depth one on one interviews were conducted in Japanese and findings published in English. Findings included 1. Information sources used, 2. Students school selection criteria, 3. Role of education agents in the purchase decision and 4. Japan representation. Recommendations are put forward by visa type. A reference tool for marketers wanting to attract, manage and retain Japanese students as customers.
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