Towards a Framework for e-Learning Consumer Behaviour - An Analysis of Greek Students Perceptions

Successful e-learning applications are based upon integrated marketing strategy, which involves thorough market and target group analysis. Understanding target group specific needs and characteristics, analyzing environmental factors, determining strategic and tactical aims, as well as, planning the requiring marketing mix elements are considered important activities to develop a competency based and IT deliverable e-learning academic module. As a result, e-learning providers need to position themselves in the marketplace based upon their missions and abilities in order to respond to e- learning challenges in a strategic manner. Greek educational institutions reveal increased interest, but also hesitance in developing and administrating e-learning applications. This paper aims to provide Greek prospective e-learning providers with all the necessary information regarding prospective target market segments in order to specify perceptions about e-learning concept. Specifically, a primary research was conducted in order to examine and analyze samplesβ aspects, demands and needs towards the adoption of e-learning programs. Descriptive statistics as well as Multiple Correspondence Analysis are used to present comparative statistical data.