The notion that students can be seen as consumers in the marketplace of higher education -- in much the same way as they are viewed as consumers in other markets -- has been around for several decades but has received little empirical investigation or scholarship, despite being the topic of considerable popular discourse and often with very polarized opinions expressed. This research study explored the context within which the phenomenon of student consumerism has arisen, and focused specifically on exploring that phenomenon within postsecondary institutions in British Columbia (BC), Canada. The thesis reports on a qualitative investigation into the nature of student consumerism among students in postsecondary institutions in BC. Data were collected using focus groups and semi-structured interviews that explored with student participants to what extent, and in what ways, students perceive themselves to be, and to behave as, consumers -- and whether these findings vary among students in different programmes or types of institutions in BC.