University Choice Process: A Literature Review on Models and Factors Affecting the Process

Abstract

In recent years, many studies have discussed the increasing competition in higher education. They have emphasized that the aim of the growing competition between universities was to increase the number of students, get research support, find faculty members, and receive financial contri- butions. In connection with the “increase in the number of students” which is a significant part of the competition among the universities, this article aims to investigate the factors affecting the university choice process which is a challenging and significant period. Relevant literature has been reviewed to provide an extensive compilation of these factors. First, the university choice process was explained in terms of the follow- ing four models: economic models, sociological models, combined models, and the marketing approach. Then, the study investigated the nine main factors (reference groups, families, reputation and attributes of universities, personal factors, location, postgraduate job prospects, university fees, financial aid/scholar- ship, and information sources) that have an impact on the choices of students independent from the models. Lastly, the models and factors are present- ed in a conceptual framework. At the end of the study, a conceptual framework that will be useful for all university managers determining strategies and policies for student recruitment is provided.