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Factors Influencing Selection of University by Working People in Pakistan

Author

Listed:
  • Hassan Raza

    (Assistant Professor Khadim Ali Shah Bukhari Institute of Technology)

  • Muhammad Faheem

    (Assistant Professor Federal Urdu University of Arts, Science and Technology)

Abstract

The purpose of the study is to find out the factors, which working people rely on while selecting a university for higher studies. The study also finds how these factors are ranked according to their importance and how to highlight the universities in Pakistan to cater the importance of growing market segment of working people in Pakistan. The quantitative approach and self-administered questionnaire is used to examine seven factors extracted from relevant literature on the basis of five point likert scales by surveying 100 students of KASBIT, MAJU and FUUAST. The data are analyzed on SPSS and mean importance ranking is applied to find out the preferential ranking of working people to select a university. The analysis of research revealed that on the basis of mean ranking the ‘Timing of Lectures” identified as 1st ranked factor followed by 2nd “Cost of Education”, 3rd “Convenience”, 4th “Value of Education”, 5th “Degree content/ Structure”, 6th “Physical Facilities” and 7th “Recommendations”. It is recommended for universities in Pakistan to consider working people as distinctive segment and formulate marketing strategies to cater according to the priorities of the working people in Pakistan.

Suggested Citation

  • Hassan Raza & Muhammad Faheem, 2014. "Factors Influencing Selection of University by Working People in Pakistan," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 7(Special I), pages 36-54, May.
    • Handle: RePEc:ksb:journl:v:7:y:2014:i:1:p:36-54
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    File URL: http://kasbit.edu.pk/KBJVol7/KBJ%20May%202014%20pg36-54.pdf
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    More about this item

    Keywords

    Influencing factors; university selection; working people; self-administered.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I20 - Health, Education, and Welfare - - Education - - - General

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