Journal of Marketing Management

The Role of Gender in Student’s Selection of Higher Learning Institutions in Lesotho
Mr. Mpheteli J. Malunga, Dr. Regina M. Thetsane, Dr. Motšelisi C. Mokhethi

Abstract
The study aims to investigate factors influencing selection of a Higher Learning Institutions (HLIs), with the objective to determine the most important factor influencing student’s decision to select a university in Lesotho. It also aimed to determine if any gender differences exist with regard to factors influencing the selection of HLI of study. The National University of Lesotho (NUL) was used as a study setting where a convenience sample of 400 for the population size of 1758 was settled for and a stratified probability sampling technique used to select respondents. A total of 270 questionnaires were returned representing a response rate of 60%. The most four significant factors influencing student’s choice of a university were: Reference groups, Institutional Character, Accessibility & Affordability and Marketing, however, these factors differ in terms of degree of importance between males and females in choosing a university. Irrespective of gender, the two main influential factors for respondents were the Reference Groups and Institutional Characters. The findings showed that males and females differ according to the factors that influence them to make the decision. This suggests that HLIs can consider recruitment strategies for each gender groups. This will assist HLIs to improve on their marketing strategies and gain a competitive advantage.

Full Text: PDF     DOI: 10.15640/jmm.v7n2a7