Foundation University Students' Consumer Orientation and Learner Identity Levels and Their Correlations with Academic Performance

Abstract

Purpose: The purpose of this research was to determine the level of foundation university students' consumer orientation and learner identity; and their correlations with students' academic performance. Research Methods: The study was conducted with a correlational survey model. The sample was 376 students from two foundation universities in Istanbul in 2017-2018 academic year. In order to collect the data, The Extent of Students' Consumer Orientation and Learner Identity Scale was used. The data were analyzed with SPSS 21 packet program. Findings: Results showed that the level of consumer orientation was at 'Disagree' level, and the learner identity was at Agree level. A negative correlation was found between academic performance and students' consumer orientation levels. There was also a low and positive correlation between academic performance and the level of learner identity. Implications for Research and Practice: It might be said that decision-makers in higher education field should take measures to maintain and increase quality towards changing social demands, behaviors and opinions of students in marketising and marketised universities. (c) 2019 Ani Publishing Ltd. All rights reserved