Assessing (The Impact) Of Advertisement On Customer Decision Making: Evidence From An Educational Institution

Abstract

Due to the stiff competition prevailing between private universities to get students for admission, the factors influence the decision of students to select a university seeks paramount importance. Purpose: This study conducted with the freshmen students of Komar University aims at finding out such influencing factors responsible for the choice of students’ to select the university. Design: Selecting the 180 newly admitted students in the fall semester of 2019, a survey questionnaire was given to these students and all of them were answered. The cost of preparing advertisement copies was calculated and their impact on the students was studied, to understand the effectiveness of such advertisements. Results: The findings of the study revealed that the advertisements made in social media and TV was very effective. Also the advertisement copy made by the University’s production unit gained more attention with very low product cost, than the advertisement copy produced by third party ad agency. Conclusion: Based on the results, the university should produce more attractive advertisements using their own product unit because of its low cost and high effective results and focus their promotional activities on popular social media and television media.

Keywords: customer decision making, advertisement, private university, student choice