Abstract
Students’ higher education institution choice has been widely analyzed over the last four decades. As there is an evident gap in the research of this topic in Serbia, the aim of this study is to shed light on high school students’ choice criteria as a part of the decision-making process with regard to enrolling a particular higher education institution. Aiming to identify the main choice criteria, this study also deals with various factors that influence that choice, such as socio-demographic and personal factors. The survey, conducted in various high schools in Belgrade, was the main method for collecting data. Descriptive statistics accompanied by statistical testing were used for data evaluation. As main choice criteria, two groups of criteria were recognized in this study: the criteria linked to employment opportunities and those related to the international position of the HEI. The main differences in the attitudes of the respondents were the result of the demographic and personal characteristics of high school students, seen as academic aspirations and academic achievements. Relevant managerial and policy implications were outlined in the study, from the perspective of higher education institutions in Serbia, which can adjust their marketing strategy to the characteristics of their target segment, and from the perspective of government institutions that develop the educational policy.
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