October 8, 2023 Thesis Open Access

Eshetu Rahmet

DCAT Export

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        <foaf:name>Eshetu Rahmet</foaf:name>
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    <dct:title>THE EFFECT OF MARKETING MIX ELEMENTS ON STUDENTS CHOICE OF PRIVATE UNIVERSITIES: A STUDY ON SELECTED PRIVATE UNIVERSITIES IN BALE ROBE TOWN</dct:title>
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    <dcat:keyword>comprising infrastructure, learning resources, and technology, Students Choice,</dcat:keyword>
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        <foaf:name>Worku Abiy (PHD)</foaf:name>
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    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#date">2023-10-08</dct:issued>
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    <dct:description>&lt;p&gt;This study aims to analyze the factors that influence students&amp;rsquo; choice of private universities in Bale Robe&lt;br&gt; Town. The research investigates the impact of various marketing mix elements, including product, price,&lt;br&gt; place, promotion, people, process, and physical evidence, on students&amp;#39; decision-making process. A&lt;br&gt; comprehensive literature review was conducted to gather insights from previous research studies in the&lt;br&gt; field. A quantitative research approach was implemented. Moreover, explanatory research designs were&lt;br&gt; used for this study. Target population of this study is regular and extension students of Harambee and&lt;br&gt; Rift valley universities during the study period. A questionnaire derived from previous studies and the&lt;br&gt; relevant literature is completed by 363 students of Harambee and Rift valley universities. A regression&lt;br&gt; model assessed the relationship between various predictors (Physical Evidence, Place, Price, Process,&lt;br&gt; Product, Promotion, and People) and the dependent variable (Student choice of private university). The&lt;br&gt; analysis and discussions incorporated multiple references for each variable, providing a comprehensive&lt;br&gt; overview of the factors influencing students&amp;#39; choice of private universities.&lt;br&gt; The findings indicate that the product element, has a significant positive influence on students choice of&lt;br&gt; private universities. Conversely, the price and place element, has a negative impact on students&amp;#39; decision-&lt;br&gt; making process. Moreover, the promotion element, has a negative effect on students&amp;#39; choice of private&lt;br&gt; universities. On the other hand, the people element plays a significant role in attracting students. The&lt;br&gt; process element, , positively influences students&amp;#39; choice. Additionally, the physical evidence element, , has&lt;br&gt; a positive impact on students&amp;#39; decision-making process.&lt;br&gt; Based on the analysis, several recommendations are proposed for private universities in Bale Robe Town.&lt;br&gt; These recommendations include enhancing the product element, addressing the price element, improving&lt;br&gt; the place element, optimizing the promotion element, strengthening the people element, streamlining the&lt;br&gt; process element, and enhancing the physical evidence element. Overall, this study provides valuable&lt;br&gt; insights into the factors influencing students&amp;#39; choice of private universities in Bale Robe Town. The&lt;br&gt; findings can guide private universities in developing effective marketing strategies to attract students and improve their overall competitiveness in the education sector 2&lt;/p&gt;</dct:description>
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