Factors Influencing Choice of Educational Institutions during Post-Schooling Transitions

Abstract

The cultural and learning environment of an institution stimulate the possible transition of students to undergraduate study in a preferred institution. The objective of this study is to investigate the factors involved in selection of institutions for the post-high school studies, role of buying centers in influencing the choice of institutions. The arguments in this study are woven around the factors that determine the perceptions of ideal university for post-schooling education based on socio-cultural determinants. The buying centers which influence prospecting students to decide on the institutions of higher education have been discussed in this study in the context of various stages of marketing educational programs.

Keywords: Higher education, cognitive behavior, prospecting students, educational services, promotion, brand value, loyalty factors, decision making, family environment, economic benefits

JEL Classification: I120, I21