UNDERSTANDING STUDENT PREFERENCES FOR UNIVERSITY CHOICE IN ZAMBIA

Abstract

The aim of this study was to identify the principal higher education (HE) branding factors in Zambia. These include factors students consider when choosing higher education institutions HEIs), and sources of competitive advantage in the Zambian HE sector. Other branding factors are influencers of student choice of HEIs and sources of information students consult when making HE related decisions. The study was qualitative in approach. Purposive sampling was applied in sample selection. Data were collected through three focus group discussions with first year students and 20 semi-structured interviews with marketing executives in 13 of the country‟s 20 universities. Thematic analysis and content analysis were then used to process and analyze the data. The study revealed that the top five most considered HE branding factors in Zambia are teaching quality, fees, course availability, facilities, and employability. Recognition and credibility were found to be more prominent branding elements of private HEIs in Zambia than elsewhere because most of these institutions are still in their infancy. To enhance their reputation, private HEIs could benefit from fostering strong relationships with the government, long established foreign and local universities, professional bodies and employers. With regard to competitive advantage, course availability, teaching quality, and facilities emerged as the top three sources. The study also revealed that the most consulted information sources about universities are print media, friends, education expos and electronic media, while the most prolific influencers of student choice are friends, parents and self.