University and course choice

Purpose Higher education environments have become increasingly competitive and institutions have to compete for students in the recruitment markets. With the introduction of student fees, it is hypothesised that potential applicants to HE will increasingly become consumerist. The research upon which this paper was based was aimed at finding out the factors students consider important in their decision making related to choice of university and courses of study. Design/methodology/approach Five sixth form schools and colleges in the Southampton University Partnership Scheme participated in the study. Three hundred and eighty seven students (186 male and 201 female) voluntarily participated. The study involved a survey questionnaire based on a 10 point Likert scale and included 35 university choice factors which students were to rank accordingly. It also included 10 items similarly ranked to identify factors influencing university subject or course choice. Simple descriptive statistics were used to identify the factors students consider most important in their choice and decision making. Findings Two key signals have been identified. First is that, students seem to be adopting a consumerist approach to their HE decision making. The importance attached to labour market motives in terms of employment and career prospects significantly outweigh those related to pursuing HE on the basis of subject interest and a love for the subject. Second is that as a result of this, students consider programme and price related issues as more important than other elements of universities marketing mix. Research limitations/implications There are no claims for generalisability of findings from this research on account of the small sample of participants and the use of convenience sampling employed in the study. However, the findings generally support what is already known about factors influencing university choice and go beyond to show signals of change within the undergraduate recruitment market. Practical implications The findings have implications for university positioning in a diversifying recruitment market, and for a reconsideration of marketing and recruitment strategy at institutional levels. Originality/value The paper identifies signals of a changing undergraduate recruitment market and notes the implication this has on recruitment and marketing activities for institutions intending to position or reposition themselves in the highly competitive markets.