The Effect of Marketing Mix Elements on Students’ Choice of Private Universities: The Case of St. Mary’s University
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Date
2020-06
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Addis Ababa University
Abstract
The study of service marketing is very essential in the field of marketing as it helps firms to construct a smarter marketing strategy by getting an insight about what affect the decision making of Customers. The purpose of this study is to identify the marketing mix elements that affect students’ choice of Private University. A quantitative research approach was implemented. Moreover, a descriptive & explanatory research designs were used for this study. Target population of this study is regular and extension students of St. Mary’s University during the study period. A questionnaire derived from previous studies and the relevant literature is completed by 297 students of St. Mary’s University, Addis Ababa. Correlation analysis assessed the relationship between Marketing mix elements and student university choice and multiple regression analysis assessed the influence of Marketing mix elements on students’ university choice. The findings confirmed that there is positive and significant relationship between all marketing mix elements (Program, Price, Place, Promotion, Process, Physical Facilities and People) and student university choice in St. Mary’s University. In addition this study identified program, Place, promotion and process has significant influence on student university choice. Therefore, it is concluded that the Program, Place, Promotion and process of St. Mary’s University are as per the need and requirement of customers. And Private universities should pay special attention to conduct marketing strategies which relate these identified factors
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Marketing mix, Program, Price