What is it about?
This paper talks about the various marketing mix Ghanaian universities employ to instigate students (both home and international) in the selection of their first choice universities.
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Why is it important?
This paper examines the relative influence of factors affecting the college choice decisions of students. It is based on a survey of 2,534 admitted students at a major university in Ghana, to which 39 percent of the sample responded. We used Factor analysis to rate 26 University borne attributes upon which student decisions are based. The outcome was used to build a five-scale preference measure, which were evaluated with a qualitative approach in analyzing gathered data using descriptive statistics, cross tabulation and chi square.
Perspectives
The results revealed some marketing strategies that can be used in institutions of higher learning to boost students’ enrollment in their order of perceived effectiveness. The following were found to influence decisions: word of mouth (family and friends), proximity/nearness, accreditation/affiliation, affordability and lecturing Style.
Dr. Ben-Bright Benuwa
Data Link Institute
Read the Original
This page is a summary of: Factors that Influence Students' Decision to Choose a Particular University: A Conjoint Analysis, International Journal of Engineering Research in Africa, December 2016, Trans Tech Publications,
DOI: 10.4028/www.scientific.net/jera.27.147.
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