Strategic Factors Influencing Students' Choice of Universities in Kenya

Abstract

Purpose-Universities all over the world have increased in numbers and Kenya is not an exception.  This state of affairs has made universities scramble for students to justify their survival as well as trying to stay afloat in the hard economic times.  This research aimed at establishing the strategic factors that influence the choice of universities by students in Kenya.

Design/methodology/approach-The study employed Descriptive Survey research design which is useful in describing the characteristics of a large population.  A sample of 385 form four learners was selected at random to fill the questionnaire. A Five-point Likert Scale Questionnaire was administered where students were to rank constructs according to their degree of influence on university choice.  The questionnaire was piloted by using Cronbach's Alpha and factor analysis and all variables recorded values higher than 0.5 which is within the recommended threshold.   Data was analyzed using ANOVA and hypothesis was tested using Multiple Linear Regression Analysis.

Findings- Decision maker variables were found to be key factors that were considered by students while selecting universities. The results indicated that information sources had a low influence on the choice of universities by students in Kenya.

Research Limitations/implications-The research findings would be generalized because they do support the existing knowledge on the strategic factors which influence university choice and would be a benchmark for the changing university choice trends among students in Kenya.

Practical Implications-The findings of this study would advance research knowledge in the area of strategic determinants of university choice by students in Kenya and could be used by universities in planning for future recruitment of students as well as providing guidance on marketing strategies for universities.

Originality/Value-The paper contributed to additional knowledge in the area of university choices and proposed the adoption of the strategic factors of information and decision makers in influencing university choice.