PRICING AS A RESOURCE MANAGEMENT STRATEGY IN ATTRACTING STUDENTS INTO POLYTECHNICS IN THE NORTH CENTRAL STATES OF NIGERIA

Abstract

Pricing as a resource management strategy of educational services is considered as one of the important strategies for attracting students into the, Polytechnics in Nigeria, both private and public, are applying various means of attracting more students into their institutions, with special focus on, Price (PP). This study examined the relationship between price (school fees) and students’ attraction into Polytechnics in the North Central States, Nigeria. This study adopted survey research design, and the target population comprised 40,778 students of the entire polytechnics in the North Central States of Nigeria. A sample of 396 students was selected using stratified sampling method. A validated questionnaire was used for data collection. The Cronbach’s Alpha coefficients for the constructs ranged from 0.78 to 0.91. The response rate was 86.2%. Data were analysed using descriptive and inferential (Pearson Product Moment correlation and regression) statistics. Findings revealed that Price had significant effect on students’ attraction into Polytechnics in the North Central states, Nigeria. The management of the Polytechnics in the North Central States, Nigeria should offer various programmes to match the needs of the potential students and school fees increase as a strategy should be used carefully. Price (school fees) is an effective marketing strategy that attracts students into the Polytechnics in the North Central States, Nigeria. There-fore, students should give appropriate information that could encourage patronage