FACTORS AFFECTING THE DECISION TO CHOOSE AN ACADEMIC INSTITUTION: BASIS FOR A PROPOSED MARKETING PLAN

Abstract

This study explores the multifaceted decision-making process of students in selecting an educational institution, examining key factors such as location, cost, safety, academic excellence, facilities, economic status, future job opportunities, peer influence, and family influence. Additionally, it investigates the challenges students face, demographic variations in decision-making, and the correlation between these challenges and influencing factors. By understanding these dynamics, educational institutions can develop targeted strategies to attract and support students more effectively." This study employed a descriptive quantitative research design, utilizing a survey distributed to 50 senior high school students at Immaculada Concepcion College during the 2023-2024 school year. The survey assessed key factors influencing school choice, including location, cost, safety, academic excellence, facilities, economic status, future job opportunities, peer influence, and family influence. Statistical analysis was conducted to examine significant relationships between these factors and student demographics." The findings indicate that most respondents are 18-year-old males with a monthly family income below 10,000 pesos. Key factors influencing their choice of educational institution include location, cost, safety, academic excellence, facilities, economic status, future job opportunities, peer influence, and family influence. Challenges faced by students include limited course availability, competition in top institutions, and affordability concerns. Statistical analysis reveals significant relationships between demographic factors and decision-making elements, highlighting the strong influence of family, the priority of safety for female students, and the importance of location across different socioeconomic backgrounds." The study concludes that addressing student challenges and considering demographic variations can help educational institutions develop more effective enrollment strategies. Key recommendations include targeted marketing for the predominant age group, gender-specific initiatives, financial aid programs, diverse course offerings, enhanced safety measures, transparent affordability policies, facility improvements, strengthened career services, and increased family engagement. Additionally, tailored approaches for different academic strands are suggested.

The research output includes a comprehensive marketing plan based on demographics and decision-making factors. This plan leverages digital marketing, campus location advantages, affordability and safety emphasis, facility showcases, economic status considerations, career prospects, and peer and family influence. To ensure effectiveness, continuous assessment and improvement strategies are outlined.

These findings provide valuable insights for educational institutions, policymakers, and stakeholders, aiding in the development of data-driven strategies to enhance student recruitment and support within the education sector."**