What factors influence Vietnamese students’ choice of university?

Mai Thi Ngoc Dao · Anthony Thorpe

74 citations0/0 files storedInternational Journal of Educational Management

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Consumer Behavior and Marketing Influence Higher Education Governance and Development Higher Education Research Studies

Abstract

Purpose – The purpose of this paper is to report the factors that influence Vietnamese students’ choice of university in a little researched context where the effects of globalization and education reform are changing higher education. Design/methodology/approach – A quantitative survey was completed by 1,124 current or recently completed university students in Vietnam. Marketing approaches are drawn upon to inform the exploration and understanding of student choice and decision making. Findings – The factor analysed data showed the nine key factors influencing student decisions, in order of significance, as facilities and services, programme, price, offline information, opinions, online information, ways of communication, programme additions, and advertising. There are significant correlations in the Vietnamese context between the factors of price and facilities, and services and programme, and differences between genders and types of students in choosing a university. Research limitations/implications – Whilst this paper is a starting point, more research is needed in the Vietnamese context with deeper levels of analysis including the differences between types of universities and fields/disciplines, in addition to wider sampling. Practical implications – A greater understanding of the Vietnamese context helps to inform marketing practices in a country experiencing increasing competition in higher education. Social implications – Findings from studies in other contexts many not be directly transferrable to Vietnamese universities suggesting the need for a contextual understanding of these factors and a suitably nuanced marketing response. Originality/value – This paper identifies the need for cultural understanding of little researched contexts and calls for further research which does not assume all cultures and contexts will have the same underlying Vietnamese model of university choice.

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References

2007Research Methods in Education 1999Sample size in factor analysis.2006Universities in a competitive global marketplace 2002Social Surveys 2003The impact of facilities on student choice of university 2003International marketing of British education: research on the students’ perception and the UK market penetration 2008A new higher education marketing mix: the 7Ps for MBA marketing 1995Factors influencing the college choice decisions of graduate students

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2019Understanding high school students use of choice factors and word-of-mouth information sources in university selection 2020The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions 2020The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University 2019Modelling trade-offs in students’ choice set when determining universities 2018MINAT PEMILIHAN PERGURUAN TINGGI DAN PERAN KELOMPOK REFERENSI SERTA KOMUNIKASI PEMASARAN TERINTEGRASI

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