This research is the first study applied a mix method of qualitative and quantitative to investigate the niche market - how and why Chinese students have made their choices of enrolling into a British postgraduate Business and Management (B&M)programme. In my sample, all Chinese participants were selected rigorously, they were studying a postgraduate B&M programme in seven Northwest universities of the UK in the academic year 2011/2012. The empirical findings indicate the paths in their choice processes and the factors/variables attracted the students from China to study the programme in the UK rather than in other countries.

I am a lecturer in Marketing at Alliance Manchester Business School of the University of Manchester. I am a member of the Digital Marketing Association and a fellow of the Higher Education Academy. Before I joined the AMBS, I was a lecturer in marketing at Salford Business School of the University of Salford.