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Full Length Research Paper
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Ethnic group
differences regarding choice factor importance in public
higher education institution selection
Melanie Wiese*, Cornelius H. van Heerden and Yolanda Jordaan
Department of Marketing and Communication Management,
Economic and Management Sciences 4-113, University of
Pretoria, Pretoria, South Africa.
*Corresponding author. E-mail:
melanie.wiese@up.ac.za. Tel: (+2712) 420 4153. Fax:
+2786) 543 6484
Accepted May 21, 2010 |
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Abstract |
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The main goal of the study was to investigate the relevant
importance of choice factors as considered by students from
different ethnic groups when selecting higher education
institutions in South Africa. A non-probability convenience
sample of 1,241 respondents from six South African universities
was drawn. A self-administrated questionnaire was used based on
a 5-point Likert scale and included 23 choice factors which
students had to rank accordingly. Descriptive statistics and
hypothesis testing were used to identify the most important
choice factors and uncover differences between ethnic groups.
Overall the quality of teaching and employment prospects seem to
play a very important role in students’ decisions to choose an
institution. The findings indicated that some choice factors
were more important to certain ethnic groups than others such as
the multi-cultural nature of the institution and social factors.
A proper understanding of the relative importance of choice
factors students consider when selecting a higher education
institution will enable institutions to allocate funds, time and
resources more efficiently and effectively. The results can aid
South African higher education institutions in developing
effective marketing and recruitment strategies to attract
students from different ethnic groups.
Key words:
Choice factors, higher education, student, decision-making,
marketing, university. |
