October 8, 2023 Thesis Open Access

Eshetu Rahmet

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{
  "DOI": "10.20372/nadre:11292", 
  "language": "eng", 
  "author": [
    {
      "family": "Eshetu Rahmet"
    }
  ], 
  "issued": {
    "date-parts": [
      [
        2023, 
        10, 
        8
      ]
    ]
  }, 
  "abstract": "<p>This study aims to analyze the factors that influence students&rsquo; choice of private universities in Bale Robe<br>\nTown. The research investigates the impact of various marketing mix elements, including product, price,<br>\nplace, promotion, people, process, and physical evidence, on students&#39; decision-making process. A<br>\ncomprehensive literature review was conducted to gather insights from previous research studies in the<br>\nfield. A quantitative research approach was implemented. Moreover, explanatory research designs were<br>\nused for this study. Target population of this study is regular and extension students of Harambee and<br>\nRift valley universities during the study period. A questionnaire derived from previous studies and the<br>\nrelevant literature is completed by 363 students of Harambee and Rift valley universities. A regression<br>\nmodel assessed the relationship between various predictors (Physical Evidence, Place, Price, Process,<br>\nProduct, Promotion, and People) and the dependent variable (Student choice of private university). The<br>\nanalysis and discussions incorporated multiple references for each variable, providing a comprehensive<br>\noverview of the factors influencing students&#39; choice of private universities.<br>\nThe findings indicate that the product element, has a significant positive influence on students choice of<br>\nprivate universities. Conversely, the price and place element, has a negative impact on students&#39; decision-<br>\nmaking process. Moreover, the promotion element, has a negative effect on students&#39; choice of private<br>\nuniversities. On the other hand, the people element plays a significant role in attracting students. The<br>\nprocess element, , positively influences students&#39; choice. Additionally, the physical evidence element, , has<br>\na positive impact on students&#39; decision-making process.<br>\nBased on the analysis, several recommendations are proposed for private universities in Bale Robe Town.<br>\nThese recommendations include enhancing the product element, addressing the price element, improving<br>\nthe place element, optimizing the promotion element, strengthening the people element, streamlining the<br>\nprocess element, and enhancing the physical evidence element. Overall, this study provides valuable<br>\ninsights into the factors influencing students&#39; choice of private universities in Bale Robe Town. The<br>\nfindings can guide private universities in developing effective marketing strategies to attract students and improve their overall competitiveness in the education sector 2</p>", 
  "title": "THE EFFECT OF MARKETING MIX ELEMENTS ON STUDENTS CHOICE OF PRIVATE UNIVERSITIES: A STUDY ON SELECTED PRIVATE UNIVERSITIES IN BALE ROBE TOWN", 
  "type": "thesis", 
  "id": "11292"
}