Investigating students’ preference for Private Higher Education in Zimbabwe

Abstract

The study is aimed at investigating the critical factors considered by students when deciding to make private higher education institutions their institution of choice. The study uses a case study approach and draws data from all the six private higher education institutions in Zimbabwe. Self-administered questionnaires were given to students representing at least 5% of the student enrolment and representing all gender, study disciplines and levels of study from each university. Irrespective of gender, six main factors influencing student choice were identified to be, in order of priority: access and opportunity; promotional information and marketing; reference or influence by others; quality of teaching and learning; fees and cost structure, and finally academic reputation and recognition. The study has implications on the way private higher education institutions market, manage and sustain the quality of educational provision. The study therefore provides private institutions with useful and practical insights on what students want in their institution of choice. This will assist these institutions in strategizing in order to sustain or gain competitive advantage and to maximise on the increasing demand for private education. The study recognizes the critical role played by private universities in improving access and recommends African governments who face financial and resource constraints to fund and expand public universities to encourage private higher education as a meaningful and viable way to improve access and provide higher education opportunities to potential students. The study contributes to the current dearth of literature on factors influencing student choice to study with private institutions.