A FACTORIAL ANALYSIS OF INFORMACION SOURCES THAT INFLUENCE UNIVERSITY CHOICE IN ALBANIA

Elfrida Manoku ()
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Elfrida Manoku: Lecturer at Marketing – Tourism Department, Faculty of Economics, University of Tirana

CBU International Conference Proceedings, 2016, vol. 4, issue 0, 223-228

Abstract: These days Higher Education Institutions (HEIs) in Albania are operating in a highly dynamic environment. The aim of this study is to examine the sources of information that influence the student’s selection between public or private university in Albania by identifying the role of marketing communication in this selection. The data was gathered through self-administered questionnaires in 17 public and private universities throughout Albania. The factorial analysis conducted using the evaluations from 28 different sources of information, concluded that mainly four factors influenced university choice. These were, public relations, advertising, reference groups and internet marketing. Most of the Albanian Universities need a better understanding of the entire process the prospective students undergo during their university selection process. They also should try adopting a new orientation in their marketing communication strategies based on the students’ need for information.

Keywords: university choicemarketing communications; students; higher education institutions (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aad:iseicj:v:4:y:2016:i:0:p:223-228

DOI: 10.12955/cbup.v4.765

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