THE EFFECT OF MARKETING MIX ELEMENTS ON STUDENTS CHOICE OF PRIVATE UNIVERSITIES: A STUDY ON SELECTED PRIVATE UNIVERSITIES IN BALE ROBE TOWN

This study aims to analyze the factors that influence students’ choice of private universities in Bale Robe
Town. The research investigates the impact of various marketing mix elements, including product, price,
place, promotion, people, process, and physical evidence, on students' decision-making process. A
comprehensive literature review was conducted to gather insights from previous research studies in the
field. A quantitative research approach was implemented. Moreover, explanatory research designs were
used for this study. Target population of this study is regular and extension students of Harambee and
Rift valley universities during the study period. A questionnaire derived from previous studies and the
relevant literature is completed by 363 students of Harambee and Rift valley universities. A regression
model assessed the relationship between various predictors (Physical Evidence, Place, Price, Process,
Product, Promotion, and People) and the dependent variable (Student choice of private university). The
analysis and discussions incorporated multiple references for each variable, providing a comprehensive
overview of the factors influencing students' choice of private universities.
The findings indicate that the product element, has a significant positive influence on students choice of
private universities. Conversely, the price and place element, has a negative impact on students' decision-
making process. Moreover, the promotion element, has a negative effect on students' choice of private
universities. On the other hand, the people element plays a significant role in attracting students. The
process element, , positively influences students' choice. Additionally, the physical evidence element, , has
a positive impact on students' decision-making process.
Based on the analysis, several recommendations are proposed for private universities in Bale Robe Town.
These recommendations include enhancing the product element, addressing the price element, improving
the place element, optimizing the promotion element, strengthening the people element, streamlining the
process element, and enhancing the physical evidence element. Overall, this study provides valuable
insights into the factors influencing students' choice of private universities in Bale Robe Town. The
findings can guide private universities in developing effective marketing strategies to attract students and improve their overall competitiveness in the education sector 2