Market segments for higher education: using geodemographics

Reports extracts from an exploratory, cross‐sectional study undertaken in the rapidly changing environment of UK higher education. Begins with introductory material covering some recent changes in higher education and the relevance of marketing and market segmentation to institutional provision. Addresses the issue of access to higher education, however the perspective is largely managerial. Proposes geodemographic analysis as a useful way to segment the market for higher education. The data concern the “market” for home students prior to the removal of the binary divide and provide a geodemographic analysis of applicants and of acceptances by institution type in 1991. Discusses the possible implications for marketing and also for policies concerning the variability of access to higher education.