The first purpose of this study was to investigate consumer behaviour and the characteristics of consumer behaviour and the most important factors affecting the decision-making of Iranian students to choose international business management in a master's degree at JAMK, the second aim of this study was to examine Iranian students' attitudes towards face-to-face and online learning programme at JAMK. In the theoretical sections, the factors influencing consumer buying behaviour, the role of the student as a consumer, the factors influencing consumer, the stages of the consumer decision, consumer attitude and students' attitude towards face-to-face and online learning programme were reviewed, according to the literature and internet sources.

The survey was carried out as an online survey with questionnaires published to 664 people in Iran. The research was performed using quantitative method, 114 people completed the questionnaire. In addition, SurveyHero website was chosen to get a full report of all collected answers for summarizing and tabulating.

The results showed that, when choosing a programme, Iranian students, in general, search and review the information on the Internet, and consult current and/or former JAMK-students and other people (incl. friends, family). However, majority of Iranian students make the final decision alone and JAMK-website’s role is important. The students’ attitudes towards face-to-face education were positive and the majority were interested to choose face-to-face learning environment (vs. online) with the idea of developing interpersonal relationships and improving their skills more. In addition, studying at JAMK seems to associate strongly with moving to Finland. Because of COVID-19 some would choose the online programme.