Abstract
This qualitative study aims to explore the social influence factors that shape university choice decisions among college students in Bangladesh. Data were collected through semi-structured interviews with 30 college students from five different regions in Bangladesh. The findings suggest that social influence factors, particularly family and parental influence, play a significant role in shaping university choice decisions. Peer influence, teachers and counselors influence, media influence, and cultural and societal influence were also found to be important factors. These findings have important implications for universities, policymakers, and other stakeholders who seek to attract and retain students. Understanding the factors that shape students’ decision-making can inform the development of targeted marketing and recruitment strategies and policies that promote educational equity and access.
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