October 8, 2023 Thesis Open Access

Eshetu Rahmet

DataCite XML Export

<?xml version='1.0' encoding='utf-8'?>
<resource xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns="http://datacite.org/schema/kernel-4" xsi:schemaLocation="http://datacite.org/schema/kernel-4 http://schema.datacite.org/meta/kernel-4.1/metadata.xsd">
  <identifier identifierType="DOI">10.20372/nadre:11292</identifier>
  <creators>
    <creator>
      <creatorName>Eshetu Rahmet</creatorName>
      <affiliation>MADDA WALABU UNIVERSITY</affiliation>
    </creator>
  </creators>
  <titles>
    <title>THE EFFECT OF MARKETING MIX ELEMENTS ON STUDENTS CHOICE OF PRIVATE UNIVERSITIES: A STUDY ON SELECTED PRIVATE UNIVERSITIES IN BALE ROBE TOWN</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2023</publicationYear>
  <subjects>
    <subject>comprising infrastructure, learning resources, and technology, Students Choice,</subject>
  </subjects>
  <contributors>
    <contributor contributorType="Supervisor">
      <contributorName>Worku Abiy (PHD)</contributorName>
      <affiliation>MADDA WALABU UNIVERSITY</affiliation>
    </contributor>
  </contributors>
  <dates>
    <date dateType="Issued">2023-10-08</date>
  </dates>
  <language>en</language>
  <resourceType resourceTypeGeneral="Text">Thesis</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/11292</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:11291</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/mwu123-un</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&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;</description>
  </descriptions>
</resource>