Abstract
The research focuses on the factors that influence student brand preferences for Universities of Technology in KwaZulu-Natal. Brand preference is a marketing indicator that reflects a brand's market position. This indicator reveals whether consumers prefer one brand in the same category over another. Developing brand preference as a long-term strategy assists in the development of brand equity, which builds a brand's popularity and market domination in comparison to competitors. The primary goals of this research were to: investigate the most influential factors, influencing student brand choices; and identify traits that students in KwaZulu-Natal consider to be critical in the choosing of a University of Technology (UoT). The study also aimed to recommend strategies to improve service delivery in Universities of Technology. An exploratory study was carried out using a quantitative research approach, wherein questionnaires were administered to 500 DUT and MUT first-year students at the KwaZulu-Natal Universities of Technology and analysed using statistical packages for social sciences (SPSS). The study found that factors, such as investments in brand awareness and brand image, and service delivery influenced participants' choice and willingness to recommend their institutions to potential students. As a result, the report proposes that UoTs prioritize branding efforts as a means of guaranteeing institutional profitability, viability, and customer relationship management.
Highlights
Many theorists have not explored the influence of brand image on South African Universities of technology
Between 1990 and 2000, it was discovered that social media, among other platforms, played a significant effect in millennials’ decisions, when it came to choosing a University [1], and as such Universities have so attempted to reinvent themselves by increasing their visibility on social media and other prominent digital channels [2]
The competitive challenge they provide may have an opposite effect on Universities of technology, such as Mangosuthu University of Technology (MUT), which has been underperforming in terms of public relations [4]
Summary
Many theorists have not explored the influence of brand image on South African Universities of technology. The study aims to discover which brand image attributes first-year students find most influential when choosing a University of Technology (UoT). Private institutions (such as Damelin, Varsity College, and Monash University) appear to be the most notable players in the South African higher education field to participate in full-fledged direct marketing activities [3]. In the literature, these are referred to as “for-profit institutions,” and they are essentially private enterprises that operate as a company in the higher education sector. Privately run universities, such as Damelin, have utilized more proactive measures to develop an image and awareness among potential students
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