“AN ANALYTICAL STUDY OF FACTORS AFFECTING STUDENTS’ CHOICE OF HIGHER EDUCATION INSTITUTIONS”

Abstract

Purpose The aim of this study is to identify the factors that influence students’ decision making for selecting higher education institutions and how do they prioritize them. Education sector in Pakistan is facing an immense competition from local as well foreign universities and in order to remain competitive, the higher education institutions need to become more customer focused and market oriented.

Methodology/sample- The research was conducted through structured questionnaire from a sample of 450 students of various universities in Karachi. The data was analyzed using statistical method i.e. Friedman test in order to check the priority of the variables.

Findings- The analysis and comparative results clearly suggested that there are various factors that affect student choice including Program, Price, Place, Promotion, People, Process, physical evidence, Reputation, Public relation and security. From these factors, the top three factors identified were Program, Reputation and Security that students look for while deciding which university to choose.

Practical Implications- The outcomes of the research might help the institutions’ decision makers as it will provide useful insights to higher education institutions’ management about the students’ choice and ways through which they can attract more students and increase enrollment rate. It will also help institutions to develop marketing strategies to increase their market share and maintain competitive edge over others.