Factors Influencing Postgraduate Students’ University Choice in Nigeria

Abstract

An understanding of postgraduate students’ choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focused on developed countries and undergraduate students, this chapter explores factors influencing postgraduate students’ decision making. Semi-structured interview was conducted with first-year postgraduate students at a private university in South–West, Nigeria. Findings revealed four key factors which are the desire to study for a postgraduate degree, the facilities of the University, including its geographical location, the courses on offer and influence of other stakeholders like parents, siblings and friends. This influence of stakeholders aligns with the fundamental values in a collectivist culture like Nigeria. This study contributes to literature on higher education marketing, especially in Africa and for postgraduate students.