IDEAS home Printed from https://ideas.repec.org/a/rnd/arjevr/v10y2020i2p18-30.html
   My bibliography  Save this article

Understanding Postgraduate Student Preferences for University Choice in Zambia: The Case of ZCAS University

Author

Listed:
  • Kelvin Mukolo Kayombo
  • Gwebente Mudenda
  • Burton Mweemba
  • Janis Nduli

Abstract

The aim of this study was to ascertain the university brand model that characterizes postgraduate student choice of ZCAS University. The brand model comprises brand attributes that attract postgraduate students to the university, the information sources they consult, who influences their decisions and what makes the university unique. The study was qualitative in design, while sampling of research participants was done purposively. Three focus group discussions involving seventeen first years part time and open distance e-learning postgraduate students, and five semi-structured interviews with marketing and recruitment staff at ZCAS University were used to collect data on the brand model. Thematic analysis and content analysis were then used as the primary data analysis techniques. Results of the study revealed that reputation, teaching quality, student support, fees and facilities were the top five ZCAS University brand traits that underpin postgraduate students’ choice of the university. With respect to competitive advantage, facilities, teaching quality reputation and accreditations are perceived to be the university’s primary unique characteristics. The study further identified friends, self, workmate and family as the greatest influencers of postgraduate student choice of the university; while websites, social media, print media and television are believed to be the most consulted information sources by prospective postgraduate students.

Suggested Citation

  • Kelvin Mukolo Kayombo & Gwebente Mudenda & Burton Mweemba & Janis Nduli, 2020. "Understanding Postgraduate Student Preferences for University Choice in Zambia: The Case of ZCAS University," Journal of Education and Vocational Research, AMH International, vol. 10(2), pages 18-30.
    • Handle: RePEc:rnd:arjevr:v:10:y:2020:i:2:p:18-30
    DOI: 10.22610/jevr.v10i2(V).2978
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jevr/article/view/2978/1931
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jevr/article/view/2978
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jevr.v10i2(V).2978?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jehad J Badwan & Mazen J Al Shobaki & Samy S Abu Naser & Youssef M Abu Amuna, 2017. "Adopting Technology for Customer Relationship Management in Higher Educational Institutions," Post-Print hal-01500365, HAL.
    2. Sheila Furey & Paul Springer & Christine Parsons, 2014. "Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 99-121, June.
    3. Rehnuma Ali-Choudhury & Roger Bennett & Sharmila Savani, 2009. "University marketing directors’ views on the components of a university brand," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 6(1), pages 11-33, June.
    4. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.
    5. Mianda Galan & Meredith Lawley & Michael Clements, 2015. "Social media's use in postgraduate students' decision-making journey: an exploratory study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(2), pages 287-312, July.
    6. Steve Carter & Chu-May Amy Yeo, 2009. "My place or yours? Perceptions of, and selection choice criteria for, higher education institutions: the case of UK and Malaysian students," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 1(2), pages 165-190.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kelvin Mukolo Kayombo & Steve Carter, 2017. "Competitive Positioning of a Higher Education Institution in Zambia: The Case of ZCAS," Journal of Education and Vocational Research, AMH International, vol. 8(2), pages 6-21.
    2. Usman Ahmad & Muhammad Kashif & Jessica Eaton & Rooma Qadeer, 2014. "Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 109-122.
    3. repec:rau:homkmg:v:1:y:2011:i:3:p:26-33 is not listed on IDEAS
    4. Mazen J. Al Shobaki & Samy S. Abu Naser & Tarek M. Ammar, 2017. "The Degree of Administrative Transparency in the Palestinian Higher Educational Institutions," Post-Print hal-01509031, HAL.
    5. Philipp Gareis & Tom Broekel, 2022. "The Spatial Patterns of Student Mobility Before, During and After the Bologna Process in Germany," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 113(3), pages 290-309, July.
    6. Youssef M. Abu Amuna & Mazen J. Al Shobaki & Samy S. Abu Naser & Suliman A. El Talla, 2017. "The Reality of Electronic Human Resources Management in Palestinian Universities-Gaza Strip," Post-Print hal-01559854, HAL.
    7. Florian Bischoff & Freya Gassmann & E. Emrich, 2017. "Demand for and Satisfaction with Places at University – An Empirical Comparative Study," International Journal of Higher Education, Sciedu Press, vol. 6(2), pages 1-59, April.
    8. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    9. Al Shobaki, Mazen J. & Abu Naser, Samy S., 2017. "Requirements for Applying Decision Support Systems in Palestinian Higher Education Institutions - Applied Study on Al - Aqsa University in Gaza," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(4), pages 42-55.
    10. Sam El Nemar & Demetris Vrontis, 2016. "A higher education student-choice analysis: the case of Lebanon," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 337-351.
    11. Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    12. Roberta Pinna & Gianfranco Cicotto & Hosein Jafarkarimi, 2023. "Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty," Sustainability, MDPI, vol. 15(11), pages 1-20, June.
    13. Husam Ahmad R. & Samy S. Abu Naser & Suliman A El Talla & Mazen J Al Shobaki, 2018. "Information Technology Role in Determining Communication Style Prevalent Among Al-Azhar University Administrative Staff," Post-Print hal-02111495, HAL.
    14. Sadia Cheema & Farheen Javed, 2017. "Predictors of knowledge sharing in the Pakistani educational sector: A moderated mediation study," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1314109-131, January.
    15. Stepan Zemtsov & Vladimir Eremkin & Vera Barinova, 2015. "Factors of Attractiveness of the Leading Russian Universities Overview of Literature and Econometric Analysis of the Leading Universities," Voprosy obrazovaniya / Educational Studies Moscow, National Research University Higher School of Economics, issue 4, pages 201-233.
    16. AVRAM, Emanuela Maria, 2012. "Higher Education Student Choice Influencing Factors," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 2(2), pages 59-64, June.
    17. Mohammad Sobaihy, 2017. "Mobile Technology Effects on Human Affairs," Post-Print hal-01577548, HAL.
    18. Angélique Rodhain & Anaëlle Fargier, 2020. "Le choix du collège : vers un empowerment de la famille ?," Post-Print hal-03085419, HAL.
    19. Mazen J. Al Shobaki & Samy S. Abu Naser, 2017. "Usage Degree of the Capabilities of Decision Support System in Al-Aqsa University of Gaza," Post-Print hal-01509458, HAL.
    20. Al Hila, Amal A. & Al Shobaki, Mazen J. & Abu Naser, Samy S., 2017. "The Effect of Academic Freedoms in Enhancing the Social Responsibility of Palestinian University Staff in the Gaza Governorates," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 1(5), pages 22-35.
    21. El Nemar, Sam & Vrontis, Demetris & Thrassou, Alkis, 2020. "An innovative stakeholder framework for the Student-Choice Decision making process," Journal of Business Research, Elsevier, vol. 119(C), pages 339-353.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjevr:v:10:y:2020:i:2:p:18-30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jevr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.