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http://hdl.handle.net/123456789/2286
Title: | Investigating students’ preference for Private Higher Education in Zimbabwe |
Authors: | Chiyevo, Evelyn |
Keywords: | Private higher education institutions; access and opportunity; marketing and promotion; student decision-making |
Issue Date: | Aug-2014 |
Publisher: | ST. MARY'S UNIVERSITY |
Abstract: | The study is aimed at investigating the critical factors considered by
students when deciding to make private higher education institutions
their institution of choice. The study uses a case study approach and
draws data from all the six private higher education institutions in
Zimbabwe. Self-administered questionnaires were given to students
representing at least 5% of the student enrolment and representing all
gender, study disciplines and levels of study from each university.
Irrespective of gender, six main factors influencing student choice were
identified to be, in order of priority: access and opportunity; promotional
information and marketing; reference or influence by others; quality of
teaching and learning; fees and cost structure, and finally academic
reputation and recognition. The study has implications on the way
private higher education institutions market, manage and sustain the
quality of educational provision. The study therefore provides private
institutions with useful and practical insights on what students want in
their institution of choice. This will assist these institutions in strategizing
in order to sustain or gain competitive advantage and to maximise on the
increasing demand for private education. The study recognizes the
critical role played by private universities in improving access and
recommends African governments who face financial and resource
constraints to fund and expand public universities to encourage private
higher education as a meaningful and viable way to improve access and
provide higher education opportunities to potential students. The study
contributes to the current dearth of literature on factors influencing
student choice to study with private institutions. |
URI: | http://hdl.handle.net/123456789/2286 |
Appears in Collections: | Proceedings of the 12th International Conference on Private Higher Education in Africa
|
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