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The purpose of this paper is to identify the factors influencing Indonesian students’ choice of university by estimating the trade-off students make in selecting a university.

Conjoint analysis was used to examine the relative importance and the part-worth scores of the attributes that influence students’ public university preferences in Indonesia.

High-school leavers in Indonesia trade off university preferences and view advice from family, friends, and/or teachers, reputation, and job prospects as important factors for selecting a public university. Two different preference-based segments of prospective students were identified from cluster analysis, and classified as either a “social networks-based decision” or a “rational decision” segment. A choice simulator was employed with three propositions, and the segments were found to have dissimilar preferences.

While this paper provides insights on higher-education consumer choice, more research is needed that includes samples from different types of higher-education institutions and fields of study.

A greater understanding of student choice can help to inform marketing practices and customize marketing strategies for each segment by providing important information to principal parties involved in making university choice decisions.

This paper demonstrates the relevance and value of conjoint analysis as an effective analytical tool for the identification of important choice criteria and its potential contribution to the development of more effective marketing strategies.

Higher education environments have become increasingly competitive and institutions have to compete for students in the recruitment markets. With the introduction of student fees, it is hypothesised that potential applicants to HE will increasingly become consumerist. The research upon which this paper was based was aimed at finding out the factors students consider important in their decision making related to choice of university and courses of study.

Five sixth form schools and colleges in the Southampton University Partnership Scheme participated in the study. Three hundred and eighty seven students (186 male and 201 female) voluntarily participated. The study involved a survey questionnaire based on a 10 point Likert scale and included 35 university choice factors which students were to rank accordingly. It also included 10 items similarly ranked to identify factors influencing university subject or course choice. Simple descriptive statistics were used to identify the factors students consider most important in their choice and decision making.

Two key signals have been identified. First is that, students seem to be adopting a consumerist approach to their HE decision making. The importance attached to labour market motives in terms of employment and career prospects significantly outweigh those related to pursuing HE on the basis of subject interest and a love for the subject. Second is that as a result of this, students consider programme and price related issues as more important than other elements of universities marketing mix.

There are no claims for generalisability of findings from this research on account of the small sample of participants and the use of convenience sampling employed in the study. However, the findings generally support what is already known about factors influencing university choice and go beyond to show signals of change within the undergraduate recruitment market.

The findings have implications for university positioning in a diversifying recruitment market, and for a reconsideration of marketing and recruitment strategy at institutional levels.

The paper identifies signals of a changing undergraduate recruitment market and notes the implication this has on recruitment and marketing activities for institutions intending to position or reposition themselves in the highly competitive markets.

The purpose of this paper is to empirically analyze individual level determinants of Italian secondary school graduates’ educational choices.

The authors rely on data provided by a large survey carried out by the Italian National Institute of Statistics. While previous contributions specifically focus on individual determinants of university enrollment, the authors model graduates’ choice as emerging from a comparison of three alternative options: stop studying in order to enter the job market, continue studying at University and attend a post-secondary professional course. Therefore the multinomial logit estimates enable to define the profiles of high school graduates making different post-secondary educational choices.

On the one hand, the authors find that having a good family background, with highly educated parents who hold prestigious professional positions, is associated to a preference for enrollment at university rather than stopping studying. This correlation is both direct and through the choice of academic-oriented secondary school track. On the other hand, the choice of attending professional courses rather than stopping studying seems to arise mainly from the type of secondary school track attended even if some family background characteristics influence the probability of stop studying instead of attending a professional course. Overall the results show that family background significantly affects post-secondary educational choices.

This paper is different from previous contributions because – more realistically – considers the Italian secondary school graduates as having three alternative options available: put themselves on the job market, continue studying at university or enroll on professional course.

The purpose of this paper is to systematically document, scrutinise and critically analyse the current research literature on higher education choice to: establish the scope of the studies; map the factors associated with choice; identify the key strengths and weaknesses in the research literature; critically analyse the extant research and make recommendations for further research in this field.

The authors conducted extensive searches of relevant and education and management databases. The search is limited to publications between 1992 and 2013 and is intended to cover national and international research. The review is based on 75 papers which focus on institutional choice, assembled on an Excel database (45 surveys, 13 secondary data studies, one experimental study, two longitudinal studies, 11 qualitative studies and three studies that use both qualitative and quantitative techniques).

Results are presented under thematic headings which emerged from the analysis: first, demographics and academic factors; second, factors which relate to the institution: quality, outcomes and benefits, facilities, and characteristics of institutions. Finally factors which affect both the institution and the students: price and price sensitivity, information and information sources, and travel and geographical factors are considered.

Comprehensive analysis of prior research in the field of institutional choice is long overdue. Theoretical models for future research are presented as a result of the findings.

This paper aims to make a contribution to the current lack of literature in the Australian context by reviewing qualitative feedback collected from students in five private higher education institutions. In particular, the paper seeks to examine factors influencing student choice to study at private higher education institutions and student perceptions of such institutions. Previous studies on this topic are mostly focussed on universities with lack of research with the booming private higher education sector.

This study draws data from five different private for-profit higher education institutions in Australia. It involved feedback from 120 students undertaking higher education courses in different discipline areas at different stages of study. The study involved 15 focus group interviews with eight students in a group. The selection of students was based on the representation of different characteristics of student such as: male/female, domestic/international, and discipline areas.

An analysis of the data collected from the students across these five institutions indicated that the main factors influencing student choice can be grouped in six domains. These are: student perception; access and opportunity; learning environments; quality of teachers; course design; and graduate success. This study reinforces that student perception of the private for-profit higher education institutions is an important factor in influencing student choice to study at the institution.

The limitation of the study was the ability to interview more students from larger colleges, across all discipline areas. However, the time and length of the focus group interviews was largely managed by the five institutions.

The private higher education sector has experienced consistent growth in the last few years in Australia. Currently, there is no qualitative research done in Australian private higher education on factors influencing student choice to study with private institutions. The rise of such providers require research on insights about student choice, student expectation and their experience.

The purpose of this paper is to investigate how Chinese cultural values influence “Little Emperors'” choice of study destination; and their preferred communication sources for university choice.

University students from the People's Republic of China (PRC) in New Zealand were surveyed with an instrument based on Schwartz's “Values survey” and the understanding that cultural values are a powerful force shaping consumers' motivations, lifestyles and product choices. A central‐location (libraries, lecture theatres) sampling strategy was employed.

The results from the research suggest that Chinese cultural values have an impact on “Little Emperor's” choice of international tertiary education and their preferred communication sources for university choice. The study shows that New Zealand society appeals for its low corruption and high level of honesty and fairness which are attractive to these “Little Emperors” because these values help to reinforce group harmony, a prominent characteristic of Chinese society. The “Little Emperor's” preference for using education fairs, university open days and representative agents as sources of information for university enrolment is consistent with the high context nature of Chinese society.

Few studies have attempted to understand how cultural values influence young Chinese students' decisions on study destinations and their preferred communication sources for university choice.

Understanding the influences in the decision-making process of prospective students when choosing a university is crucial in student recruitment. The purpose of this paper is to investigate the impact of perceived source credibility on attitudes and intentions towards taking advice from significant others (e.g. parents, peers and teachers) on university choice.

In total, 626 samples from eight government-subsidised secondary schools were collected and tested using the component-based structural equation modelling of partial least squares.

The findings verified factors of source credibility that determine prospective students’ attitudes towards taking advice from others. Attitudes and subjective norms explained 49 per cent of the variance in intention to take advice from others on university choice. The findings of the present study provide practical marketing insights for enrolment and recruitment managers.

While most studies focus on students’ university choice in the recruitment process, studies on perceived source credibility of significant others in the university choice decision-making process are limited.

It is considered a mystery by many people that, despite charging significantly higher fees when compared to public institutions, research has shown an increase in the demand and enrolments at private higher education institutions. The purpose of this paper is to investigate the critical factors considered by students when deciding to make private higher education institutions their institution of choice.

The study uses a case study approach and draws data from all the six private higher education institutions in Zimbabwe. Self-administered questionnaires were given to students representing at least 5 per cent of the student enrolment and representing all gender, study disciplines and levels of study from each university.

Irrespective of gender, six main factors influencing student choice were identified to be, in order of priority: access and opportunity; promotional information and marketing; reference or influence by others; quality of teaching and learning; fees and cost structure, and finally academic reputation and recognition.

The research was focused on a case study of Zimbabwe.

The study has implications on the way private higher education institutions market, manage and sustain the quality of educational provision. The study therefore provides private institutions with useful and practical insights on what students want in their institution of choice. This will assist these institutions in strategising in order to sustain or gain competitive advantage and to maximise on the increasing demand for private education. Implications to government and public institutions are also given.

The study recognises the critical role played by private universities in improving access and recommends African Governments who face financial and resource constraints to fund and expand public universities to encourage private higher education as a meaningful and viable way to improve access and provide higher education opportunities to potential students.

The study contributes to the current dearth of literature on factors influencing student choice to study with private institutions.

The purpose of this paper is to establish the extent to which Porter’s five competitive forces (PFCF) framework, among other factors drive the choice of response strategies adopted by public universities in Kenya.

The study design was descriptive and utilized a cross-sectional survey of all the public universities in Kenya by administering a structured questionnaire to the top management team. Additional primary data were collected through observations and interviews. Secondary data were also collected in order to corroborate the data collected from the primary sources.

PFCF framework influenced the choice of response strategies adopted by the public universities “to a great extent”, the most influence being the threat from new entrants. The influence of the choice of response strategies by PFCF framework was independent of the age and category of the universities. Pressure from stakeholders, changes in government policies and regulations, reforms in higher education, unethical response strategies by some universities and university location also influenced the choice of response strategies.

The study collected data from the top management team only; however, other stakeholders could have given additional information not reported here. Further, the research only considered public universities and not all higher education institutions (HEIs) in Kenya, and was cross-sectional, hence generalization and application of the results over a long time, respectively, may be limited.

The value of this study lies in HEIs achieving a competitive advantage and shaping strategic policy direction in the face of changing environment and global commodification of higher education.

Current public universities in Kenya have adopted a business-like approach in their operations in view of changing environment and have adopted coping strategies. Therefore, understanding the factors that influence the choice of response strategies is important for improvement of quality, efficiency and effectiveness as well as in policy formulation and serve as a guide to strategic management.

The current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes such as positive eWOM. Therefore, if the entrepreneurial education is used as a marketing model, it can be considered as the innovative model for attracting more students. By implementing this model, the university can enhance its approach to cultivating a positive image, potentially leading to increased student enrollments.

The study used a sample of 483 undergraduate students in different universities. As well, it used a structured questionnaire during the data collection. Additionally, the study used partial least squares (PLS-SEM) in analyzing direct and indirect relationships.

The findings of this study suggest that entrepreneurial education and eWOM are critical factors for student selection to the universities. This is because eWOM significant mediates the link between entrepreneurial education and university choice.

This study used cross-sectional design. Therefore, future research can use a longitudinal design in examining the link between independent and dependent variables so as to look into the changes over time.

The study presents potential strategies that universities can employ to market their programs more effectively. By strengthening their entrepreneurial education initiatives, universities can enhance their reputation and create positive eWOM, which can lead to higher enrollments.

This study offers innovative marketing approaches for universities and their programs. Instead of heavily investing in advertising, the study suggests that strengthening entrepreneurial education initiatives can be a more effective marketing strategy. The findings suggest that a positive reputation generated by strong entrepreneurial education initiatives can lead to positive eWOM, which, in turn, influences university selection. Therefore, universities can consider enhancing their entrepreneurial education offerings to attract more prospective students. The study also highlights the notion that quality speaks for itself, while a lack of quality requires advertising.