FACTORS INFLUENCING THE STUDENT DECISION MAKING IN RELATION TO UNIVERSITY ADMISSION WITH IMPLICATIONS FOR MARKETING COMMUNICATION:A STUDY DONE IN KANDY CITY LIMIT

Abstract

The long established pattern of preference shown by Advanced Level bioscience stream applicants for traditional degree programs has changed over the recent past where demand for some of the new degree programs introduced by newly established universities have exceeded the demand for degrees offered by long established highly reputed universities, indicating that high reputation of the university has not played a significant role in students’ preference.  This study attempted to investigate the factors that influence prospective candidates in prioritizing degree programs for university admissions. The study was carried out among randomly drawn 200 Advanced Level bioscience students from five national schools situated in the Kandy city limit.  Teachers found to be exerting the highest influence followed by mothers, siblings and fathers. Students attached a higher importance for positive word of mouth generated by teachers.  Previously recorded minimum z-scores acted as a proxy for determining the quality of respective degree programs.

Keywords: University Admission, Student buying decisions, Influential factors, Marketing communication

For full paper: fmscresearch@sjp.ac.lk