Socio-Demographic Factors as Antecedents to  University Choice Process: A Case in One Private  Higher Education Institution in Iloilo City

Jayson Troy F. Bajar; Caroline Mae Gopun

Authors

Jayson Troy F. Bajar National Dong Hwa University
Caroline Mae Gopun St. Paul University Iloilo

Keywords:

Private higher education, educational marketing, socio-demographic antecedents, university choice, iloilo

Abstract

Private Higher Education Institutions (PHEIs) are incessantly compelled to improve their academic profiles to attract a greater number of prospective students. Recent scholarship, however, contends that this does not singlehandedly affect university choice, thus the marketization of the higher education sector. This study was conducted to determine if socio-demographic characteristics antecedently affect the influence of university choice factors among students of a PHEI in Iloilo City. This study found out that, for institutional profile, only family income is significantly related. On the other hand, reference groups were found to be significantly related to home location, type of school last attended, and family income. The same finding was revealed for educational marketing where only sex is not significantly related. Finally, this study cautions that though universities are encouraged to further innovate their marketing strategies to gain more students, may they be reminded as well of the humanitarian functions of PHEIs and consider the less privileged groups in this process.

Author Biographies

Jayson Troy F. Bajar, National Dong Hwa University

Jayson Troy Ferro Bajar is a Ph.D. student in Asia-Pacific Regional Studies at National Dong Hwa University, Hualien Taiwan as a full doctoral scholar of the MOE-MOFA Scholarship awarded by the Taiwan Government. He graduated AB Political Science (Magna Cum Laude) and Master’s in Public Administration at Central Philippine University, Iloilo City, Philippines, in 2016 and 2020. His research interest is on political sociology (new media studies, social and cultural studies), interdisciplinary studies, Philippine history and politics, and education research. His hobbies include watching Asian films, learning about cultures, traveling, and adventure.

Caroline Mae Gopun, St. Paul University Iloilo

Caroline Mae Gonzales-Gopun is a licensed professional teacher with a master’s in education major in Special Education and Early Childhood Education. She currently pursues her Ph.D. degree in Psychology and Guidance at West Visayas State University, Iloilo City. She was a Visiting International Faculty in the United States of America and taught in Union County Public Schools for three years. She has been teaching for seventeen years and is currently the Dean of the College of Arts, Science and Education of St. Paul University, Iloilo