Abstract

The paper addresses the important question of how potential students absorb and store data in order to make logical and rational decisions when choosing an undergraduate program and major, and what motivates them. Quantitative research using a survey was conducted for analyzing undergraduate program selection among students who completed high school education. Based on the research findings, a qualitative study using a clinical focus group was conducted to analyze the motives that drive business program students in their major selection. Six factors were identified as potential motives: clearly defined life goals, level of student’s curiosity, aspiration, creativity, achievement and socialization. During a period of economic downturn, it is difficult to predict which professions will be popular. Business students are driven primarily by rational motives in undergraduate program decision making, while they are led by emotions in choosing marketing major. In order to obtain a clearer insight into the results, it is necessary to conduct research on a larger sample, which will also purify the research instrument. The paper has great practical implications for university managers and curricula creators.

Key words: Education, consumer behaviour, motivation, career selection.