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Factors that Influence Undergraduate Students¡¯ Choice of a University: A Case of Botho University in Botswana

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  • Norman Rudhumbu
  • Avinash Tirumalai
  • Babli Kumari

Abstract

The purpose of this study was to determine factors that influenced decisions of undergraduate students¡¯ choice of a university to study at. Botho University was used as a case study. Studies show that universities are currently confronted with both the decrease in student enrolments and high competition for those students between institutions. As a result of these twin challenges, it is of critical importance that factors that influence students¡¯ choices of universities are investigated to enable effective planning of student recruitment strategies. The study employed a descriptive survey design that employed a structured questionnaire for data collection. Simple random sampling procedure was used to select a sample of 300 participants from a population of 1240 Botho University undergraduate students. Collected data was analysed using SPSS version 22. Results of the study showed that factors that include academic programmes offered, image and reputation of the institution, advertising, career fairs, quality of staff, employment prospects of graduates from the institution had a very high influence on the decision by students to choose Botho University as an institution to study at. Factors such as tuition fees, chance of getting scholarships and campus visits did not have a very high influence.

Suggested Citation

  • Norman Rudhumbu & Avinash Tirumalai & Babli Kumari, 2017. "Factors that Influence Undergraduate Students¡¯ Choice of a University: A Case of Botho University in Botswana," International Journal of Learning and Development, Macrothink Institute, vol. 7(2), pages 27-37, June.
    • Handle: RePEc:mth:ijld88:v:7:y:2017:i:2:p:27-37
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    References listed on IDEAS

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    1. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    2. Daria Ciriaci & Alessandro Muscio, 2011. "University choice, research quality and graduates' employability: Evidence from Italian national survey data," Working Papers 48, AlmaLaurea Inter-University Consortium.
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    Cited by:

    1. Adolfo Meisel Roca & Angela Granger, 2020. "Transición demográfica y sus consecuencias en la matrícula universitaria en Colombia," Revista Economía y Región, Universidad Tecnológica de Bolívar, vol. 14(1), pages 1-34, June.
    2. Marilia (Maria) KOUNTOURIDOU & Dino DOMIC, 2022. "A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 159-171, November.
    3. Paul Tongkomah Saayir & Leticia Bosu, 2021. "Students’ Choice of Business Studies as Programme of study: The Case of Senior High Schools in the Wa Municipality," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(3), pages 491-498, March.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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