IMPACT OF BRAND AWARENESS ON ENROLLMENT DECISION PROCESS MODERATED BY STUDENTS GENDER FOR HEI

Abstract

The increasing competition in higher education institutions has made brand awareness an integral part of their marketing activity, to increase the student enrollment rate. The study investigates the factors of brand awareness and its relationship with each stage of a student’s enrolment decision process, keeping the student’s gender as a moderator. Primary and secondary sources were used to do the research. A structured questionnaire was framed and data was collected from 1000 students from management colleges and schools. Factor analysis, Structural equation modelling and moderation analysis are used in the study. The finding reveals that there is a relationship between brand awareness and students' decision-making process. Even when a student’s gender is acting as a moderator, the impact of factors of brand awareness can be seen at each stage of the decision-making process. All five hypotheses were accepted. Factors of brand awareness were identified. These factors showed a significant impact on students' enrolment decision process, even when moderated by students’ gender. The article contributes to understanding the role of brand awareness in each stage of enrollment in students’ decision-making for higher education institutions. These institutions should focus more on brand awareness programs as it may result in an increase in student enrollment numbers for a higher education institutions.

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