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A Factorial Analysis Of Informacion Sources That Influence University Choice In Albania

Author

Listed:
  • Elfrida Manoku

    (Lecturer at Marketing – Tourism Department, Faculty of Economics, University of Tirana)

Abstract

These days Higher Education Institutions (HEIs) in Albania are operating in a highly dynamic environment. The aim of this study is to examine the sources of information that influence the student’s selection between public or private university in Albania by identifying the role of marketing communication in this selection. The data was gathered through self-administered questionnaires in 17 public and private universities throughout Albania. The factorial analysis conducted using the evaluations from 28 different sources of information, concluded that mainly four factors influenced university choice. These were, public relations, advertising, reference groups and internet marketing. Most of the Albanian Universities need a better understanding of the entire process the prospective students undergo during their university selection process. They also should try adopting a new orientation in their marketing communication strategies based on the students’ need for information.

Suggested Citation

  • Elfrida Manoku, 2016. "A Factorial Analysis Of Informacion Sources That Influence University Choice In Albania," CBU International Conference Proceedings, ISE Research Institute, vol. 4(0), pages 223-228, September.
    • Handle: RePEc:aad:iseicj:v:4:y:2016:i:0:p:223-228
    DOI: 10.12955/cbup.v4.765
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    More about this item

    Keywords

    university choicemarketing communications; students; higher education institutions;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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