The role of demographics in students’ selection of higher education institutions

Show simple item record Wiese, Melanie Van Heerden, Cornelius Hendrik, 1957- Van Heerden, Neels, 1957- Jordaan, Yolanda 2011-01-07T11:34:19Z 2011-01-07T11:34:19Z 2010
dc.description.abstract PURPOSE: To investigate the choice factors students consider when selecting a higher education institution, with a focus on the differences between gender and language groups. PROBLEM INVESTIGATED: The educational landscape has seen several changes, such as stronger competition between institutions for both student enrolments and government funding. These market challenges have led to an interest in students’ institution selection processes as it has implications for the way higher education institutions (HEIs) manage their marketing and recruitment strategies. The research objective of this study was to identify the most important choice factors of prospective South African students. It also aimed to determine if any gender and language differences exist with regard to students’ institution selection processes. METHODOLOGY: A convenience sample of 1 241 respondents was drawn, representing six South African universities. A self-administrated questionnaire was used to collect the data. Questions from the ASQ (Admitted Student Questionnaire) and CIRP (The Cooperative Institutional Research Programme) were used and adapted to the South African context after pilot testing. Hypotheses were analysed using the multivariate analysis of variance (MANOVA) test with Wilks’ lambda as the test statistic. FINDINGS/IMPLICATIONS: Irrespective of gender or language, the most important choice factor for respondents was the quality of teaching at HEIs. The findings showed that males and females differ according to the selection of certain choice factors which suggest that HEIs can consider recruitment strategies for each gender group. Significant differences between the language groups were found for 17 of the 23 choice factors, signalling that different language groups make decisions based on different choice factors. African language-speaking students have, amongst other, indicated that the multiculturalism of the institution is a very important choice factor for them. CONCLUSION: The findings provide HEIs with an indication of the importance of choice factors considered by students in selecting a HEI. This will enable HEIs to use their limited funds more efficiently to attract the right calibre student (recruitment policies), to create a unique position, to segment the student market more appropriately and to gain a competitive advantage. en
dc.identifier.citation Wiese, M, Van Heerden, CH & Jordaan, Y 2010, 'The role of demographics in students’ selection of higher education institutions', Acta Commercii, vol. 10, pp. 150-163. [] en
dc.identifier.issn 1684-1999
dc.language.iso en en_US
dc.publisher University of Johannesburg, Department of Business Management en_US
dc.rights University of Johannesburg, Department of Business Management en
dc.subject Choice factors en
dc.subject Institution selection en
dc.subject Student decision-making en
dc.subject Higher education marketing en
dc.subject Demographics en
dc.subject Recruitment en
dc.subject.lcsh College choice -- Decision making -- South Africa en
dc.subject.lcsh Universities and colleges -- Marketing -- South Africa en
dc.subject.lcsh Students -- South Africa -- Attitudes en
dc.subject.lcsh Education -- Demographic aspects -- South Africa en
dc.title The role of demographics in students’ selection of higher education institutions en
dc.type Article en

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