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2020 | OriginalPaper | Buchkapitel

10. Consumer Behaviour and Student Motivation Influence the Choice of Higher Learning Institutions in Nigeria

verfasst von : Genevieve Bosah

Erschienen in: Higher Education Marketing in Africa

Verlag: Springer International Publishing

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Abstract

Higher institutions are competing for the finite number of students and access to funding; therefore, in recent years, there has been an upsurge of time and money being spent on marketing and promotion in the academic community. The current study employs a quantitative approach to understanding the factors related to why students choose a university. The participants in this study are undergraduate students from two federal universities in Nigeria. The most influential factor for students is the course accreditation, this indicates that courses being offered at the university are a key motivation for prospective students when they make the decision to study in a programme. Location and parental influence were also confirmed as factors that can influence student choice. The findings from the current study can also help authorities and policymakers to develop a marketing strategy to attract and retain students.

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Vorheriges Kapitel Factors and Sources of Information That Influence a Student’s University of Choice

Nächstes Kapitel Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities

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Titel: Consumer Behaviour and Student Motivation Influence the Choice of Higher Learning Institutions in Nigeria
verfasst von: Genevieve Bosah
Verlag: Springer International Publishing
Buch: Higher Education Marketing in Africa
Print ISBN: 978-3-030-39378-6

Electronic ISBN: 978-3-030-39379-3

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-39379-3_10