Influence of Product Strategy on Student Enrollment in Selected Universities in Kenya

Abstract

The purpose of this study was to conduct an investigation into the influence of product strategies on student enrolment in private universities in Kenya. The theories that guided the study included Corporate Sustainability Theory, Resource-Based View Theory and Ansoff's Product-Market Growth Model. The study will adopt a descriptive cross-sectional study design. The target population for this study is senior administrative staff, heads of departments/faculties and marketing managers at the universities. The researcher considered these groups for the population since they have accurate information on market mix strategies used by universities and their performance. The target population comprises 58 senior personnel, including top administrative staff, heads of departments/faculties, and marketing managers at Mount Kenya University. Stratified sampling was adopted for this study; there were four strata, including senior personnel in private universities. The researcher adopted structured questionnaires to collect data for the study. Descriptive statistics were applied to the analysis of the quantitative data using SPSS version 25.0. The data was presented using charts, tables, and graphs. A linear regression analysis was conducted to establish the relationship between the study variables. The findings revealed that the university charges fees based on the technicalities of programmes offered and that it charges fees based on the demand for programmes offered. The findings also revealed that the university relies on social media advertising, and the internet uses outdoor advertising such as billboards, higher education exhibitions, and print media such as newspapers, journals and magazines to promote their programmes to increase student enrollment. Further, it was established that the university's main campus is strategically located in a major town and that it has established various satellite campuses across the country. The findings further revealed that the university offers unique programmes compared to other universities. There is also a variety of foundation programmes at the university for students who do not have minimum university entry requirements. It was concluded that the product strategy that was considered in the study would result in increased levels of student enrolment.