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Pursuing The Value-Conscious Consumer: Journal Assessment Answer


When I started deciding to opt for the Ph.D. in marketing, I explored a wide range of information online. I realized while opting for higher studies especially in the field of research, motivation is an important aspect of motivation provides guidance in the performance of the individual. The first motivation that I derived and decided to pursue Ph.D. in marketing is the desire to become a professor (Nerad & Heggelund, 2008). The first step that is required to become a professor is the Ph.D. degree. Since I have completed my graduation in business administration, I have learned a lot of business theories and models that helped when during the graduation as my major is in MBA. In the course of learning business administration, I developed liking for the marketing subject. So when I decided to pursue Ph.D., I promptly decided to commence my degree with a specialization in marketing. Some individuals have special liking for higher degrees of education (Ralph, 2004). The desire to become a Ph.D. had been instilled in my minds from childhood days. All of these factors that lead me and encouraged me to pursue the Ph.D. in marketing that is discussed in this essay.

I have been interested in the field of academics and, in particular, want to become a professor. I believe in the opportunity to establish a sound relationship between the students and former students. I want to nurture the intellectual spirits in the students and witness their growth in the field of education (Kroll, 2015). Since, I derive greater interests in the field of the academics, being a professor would help me to establish the connection between the changes that take place in higher education. I would also like to encourage the students in the fields they work and in doing so I would also develop new ideas and knowledge regarding different fields. The next aspect that was necessary for the decision of pursuing Ph.D. in marketing is the choice of the subject. The marketing is the study where the relationship between the organizations and consumers. The study of the consumer behavior will help me to understand the nature of the students in case I become a professor and nurture their skills and talents (Maldonado, Wiggers & Arnold, n.d.).

The next idea that encouraged me to pursue higher education is the influence in my family. Most of my family members had completed higher education in their respective field. The major influence that I received for pursuing Ph.D. is from my cousin. Though the academic field of my cousin is different, it is very encouraging to learn that he had completed his MD which is Doctorate in Medicine. From the childhood days, I was very fond of my cousin and spent most of time listening to his experience at the University when he was still pursuing the degree. O adored him to the level that encouraged and inspired me to pursue the Ph.D. just like him. This turned out to be the major influence in my life to pursue Ph.D. in marketing though the desire to undertake marketing as a specialization was my personal decision. The idea regarding my choice of undertaking marketing came from my graduation days (Ailawadi, Neslin & Gedenk, 2001). During graduation, I completed the degree in business administration. Through the course of business administration, I learned a lot of business theories and models, and I also had a paper on marketing field (Conduit, Matanda & Mavondo, 2013). This interested me as I always like to connect at the individual level. Marketing is such that the individuals are the main components which mean that studying Ph.D. in marketing will encourage me to understand several other theories that will help me to understand better the subject (Bush, Smart & Nichols, 2002).

The decision to study at the Department of Marketing of the ABC University depended upon several factors. One of the important factors for the selection is the quality of education at the University. I acquired knowledge about the university from the seniors that the quality of education is high. There are numerous test assignments that the students need to complete within the deadlines (Ruben, 2004). In this way, the students are continuously being encouraged. The next aspect is that the University offers Ph.D. in marketing. The professors associated with this university are very supportive and have a unique relationship with all the students and help them in commencing the studies and the research in the respective field. The other factors that influenced my decision to pursue the Ph.D. in marketing are the cost of the course (Maldonado, Wiggers & Arnold, n.d.). The fees of this university are affordable for me, and the campus of the University is within my desired area. So the decision to pursue Ph.D. in marketing in ABC University is feasible.


Ailawadi, K., Neslin, S., & Gedenk, K. (2001). Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions. Journal Of Marketing, 65(1), 71-89. doi:10.1509/jmkg.

Bush, A., Smart, D., & Nichols, E. (2002). Pursuing the concept of marketing productivity: introduction to the JBR Special Issue on Marketing Productivity. Journal Of Business Research, 55(5), 343-347. doi:10.1016/s0148-2963(00)00163-6

Conduit, J., Matanda, M., & Mavondo, F. (2013). Balancing the act: the implications of jointly pursuing internal customer orientation and external customer orientation. Journal Of Marketing Management, 30(13-14), 1320-1352. doi:10.1080/0267257x.2014.909513

Kroll, D. (2015). Top 10 Reasons Being A University Professor Is A Stressful Job. Forbes. Retrieved 1 September 2015, from

Maldonado, V., Wiggers, R., & Arnold, C. So you want to earn a PhD?.

Maldonado, V., Wiggers, R., & Arnold, C. So you want to earn a PhD?.

Nerad, M., & Heggelund, M. (2008). Toward a global PhD?. Seattle: Center for Innovation and Research in Graduate Education, University of Washington.

Ralph, E. (2004). Pursuing instructional effectiveness in higher education. New York: Nova Science Publishers.

Ruben, B. (2004). Pursuing excellence in higher education. San Francisco, Calif.: Jossey-Bass.


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