Factors
Influencing Selection of University by Working People in
Pakistan
Hassan
Raza
Assistant Professor, Khadim Ali Shah Bukhari Institute
of Technology
Muhammad
Faheem
Assistant Professor, Federal Urdu University of Arts,
Science and Technology
Abstract
The purpose of the study is to find out the factors,
which working people rely on while selecting a
university for higher studies. The study also finds how
these factors are ranked according to their importance
and how to highlight the universities in Pakistan to
cater the importance of growing market segment of
working people in Pakistan. The quantitative approach
and self-administered questionnaire is used to examine
seven factors extracted from relevant literature on the
basis of five point likert scales by surveying 100
students of KASBIT, MAJU and FUUAST. The data are
analyzed on SPSS and mean importance ranking is applied
to find out the preferential ranking of working people
to select a university. The analysis of research
revealed that on the basis of mean ranking the ‘Timing
of Lectures” identified as 1st ranked factor followed by
2nd “Cost of Education”, 3rd “Convenience”, 4th “Value
of Education”, 5th “Degree content/ Structure”, 6th
“Physical Facilities” and 7th “Recommendations”. It is
recommended for universities in Pakistan to consider
working people as distinctive segment and formulate
marketing strategies to cater according to the
priorities of the working people in Pakistan.
Keywords: Influencing factors, university
selection, working people, self-administered
JEL Classification: M31, I20
