The Effect Of Marketing Mix Elements On Students Choice Of Private Universities

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 examine 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 Unity and St. Mary’s University during the study period. A questionnaire derived from previous studies and the relevant literature is completed by 377 students of Unity and 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 marketing mix elements (i.e., Program, Price, Place, Promotion, Process and Physical facilities) and student university choice in Unity and St. Mary’s University. In addition, this study identified that program, price, place, promotion, process and physical facilities have significant influence on student university choice. But, one of the marketing mix elements, namely, (People) didn’t come out as significant predictors of students’ private university choice. Therefore, it is concluded that program, price, place, promotion, process and physical facilities should be given attention to by Unity and St. Mary’s Universities according to the participants of the study. And private universities should pay special attention to conduct marketing strategies which relate to these identified factors.

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