DETERMINANTS OF PRIVATE UNIVERSITY CHOICES AMONG PROSPECTIVE CANDIDATES IN GHANA

Richard Sarfo Gyasi

Abstract


In 2006, private universities enrolled 9,500 students or about 8% of all tertiary students, while the polytechnics had 24,660 students or 20% of total enrolments.The growth of private tertiary institutions in Ghana is not unique. Similar developments have taken place in other West African countries such as Nigeria, Benin and Senegal, as well as in the East African countries of Tanzania and Uganda. We evaluated the extent to which branding can play an important role in effective high education marketing. The study revealed that branding positively affects awareness creation and this has a direct influence on prospective students purchase intentions of private universities in Ghana. In that regard, private universities must adopt a proper and effective marketing tool such as branding which has become the pivot around which private universities in Ghana depends on to lure their prospective students.


Full Text:

PDF

Refbacks

  • There are currently no refbacks.