Factors influencing college choice among private college students

Abstract

This paper investigated the perceptions of students regarding their college choice. More specifically, the paper explored the factors influencing college choice among private college students. Using a qualitative approach, data were collected through face-to-face interview. A snowball sampling technique was employed for selecting respondents and seven students from three private colleges were interviewed. The findings indicated that location of the college, and consultation from relatives with tertiary education experience and high school counsellors formed the intention to pursue study at private colleges. The findings also showed that students prefer face-to-face approach with college marketers during decision making stage than other approaches. The findings of the study indicated that the willingness of college marketers to listen and understand the needs and expectations of students are important to get many more students registering at their colleges. This paper provided some suggestions to college administrators to improve their programmes to provide better choices to students. The paper concluded that for an effective recruitment strategy, it is important to understand factors that influence students' choice, needs and expectations, and guidance to ensure that they make informed educational choice.