Factors that Influence Students' Decision to Choose a Particular University: A Conjoint Analysis

Ghanaian universities have employed various marketing mix to stimulate demand for their services; particularly in recruitment and engagement of home and international students. This paper examines the relative influence of factors affecting the college choice decisions of students. It is based on a survey of 2,534 admitted students at a major university in Ghana, to which 39 percent of the sample responded. We used Factor analysis to rate 26 University borne attributes upon which student decisions are based. The outcome was used to build a five-scale preference measure, which were evaluated with a qualitative approach in analyzing gathered data using descriptive statistics, cross tabulation and chi square. The results revealed some marketing strategies that can be used in institutions of higher learning to boost students’ enrolment in their order of perceived effectiveness. The following were found to influence decisions: word of mouth (family and friends), proximity/nearness, accreditation/affiliation, affordability and lecturing Style.