ERIC Number: ED256456
Record Type: RIE
Publication Date: 1985-May
Reference Count: 0
Marketing Segmentation Analysis.
Weeks, Ann A.
A study was conducted to differentiate by cities and towns the various demographic characteristics of students that Dutchess Community College (DCC) was receiving from its major service area, Dutchess County, in order to ascertain if DCC was receiving its expected share of students from these cities and towns. All the students enrolling at DCC were asked to designate in which census tract they lived and these responses were matched to geographic areas. Based on information received from 4,435 of the 5,626 students residing in Dutchess County (of a total of 7,104 students enrolled), study findings revealed: (1) 40% of the DCC students from Dutchess County were full-time students, 60% were females, and 50% were 22 years or younger; (2) three-quarters of DCC students came from seven communities in the southwestern quadrant of the county, which is also the most populous part of the county and close to the college; (3) except for the city of Poughkeepsie and the town of Hyde Park, the towns supplying the most students tended to have the higher rates of population growth, higher median incomes, higher levels of education, lower unemployment rates, and fewer minorities than the average for the county; and (4) based on proportions of the county population, Clinton, Wappinger, Pleasant Valley, and La Grange had almost 30% or more students than would be expected. Study recommendations include direct marketing to targeted populations in the county. (HB)
Publication Type: Reports - Research
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: Dutchess Community Coll., Poughkeepsie, NY.