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Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective

The objective of this study is to ascertain the influence of internal and external environmental and marketing stimuli on students? need recognition to study at private colleges in Malaysia. Eight hundred and eighty eight students who were enrolled in 72 multi-disciplined private colleges participat...

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Main Authors: Hassan, Faridah Haji, Sheriff, Nooraini Mohamad
Format: Article
Language:English
Published: Sunway University College 2006
Subjects:
LB2300 Higher Education
Online Access:http://eprints.sunway.edu.my/27/1/faridah3.pdf
http://eprints.sunway.edu.my/27/
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spelling my.sunway.eprints.272012-10-15T03:50:36Z http://eprints.sunway.edu.my/27/ Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective Hassan, Faridah Haji Sheriff, Nooraini Mohamad LB2300 Higher Education The objective of this study is to ascertain the influence of internal and external environmental and marketing stimuli on students? need recognition to study at private colleges in Malaysia. Eight hundred and eighty eight students who were enrolled in 72 multi-disciplined private colleges participated in this study. A two-part questionnaire comprising selected background data, and internal and external stimuli promoting students? need recognition was used. Internal stimuli comprised an individual?s past experience, characteristics and motive. External environmental stimuli encompassed family, reference group and social class; while external marketing stimuli include the quality of programs, promotion, pricing, distribution, lecturers, processes and physical resources. The results indicate that external marketing stimuli have the highest influence on students? need recognition (lecturer?s quality ? 76%; program quality ? 74% and quality of physical resources ? 73%), followed by external environmental stimuli (family ? 70%), and internal stimuli ? 65%. These findings will enable private colleges to formulate effective marketing strategies emphasising students? need recognition and family influence, which will allow them to maintain a sustainable competitive edge over their competitors in this dynamic and highly competitive industry. Sunway University College 2006 Article PeerReviewed text en http://eprints.sunway.edu.my/27/1/faridah3.pdf Hassan, Faridah Haji and Sheriff, Nooraini Mohamad (2006) Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective. Sunway Academic Journal, 3. pp. 61-71.
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic LB2300 Higher Education
spellingShingle LB2300 Higher Education
Hassan, Faridah Haji
Sheriff, Nooraini Mohamad
Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective
description The objective of this study is to ascertain the influence of internal and external environmental and marketing stimuli on students? need recognition to study at private colleges in Malaysia. Eight hundred and eighty eight students who were enrolled in 72 multi-disciplined private colleges participated in this study. A two-part questionnaire comprising selected background data, and internal and external stimuli promoting students? need recognition was used. Internal stimuli comprised an individual?s past experience, characteristics and motive. External environmental stimuli encompassed family, reference group and social class; while external marketing stimuli include the quality of programs, promotion, pricing, distribution, lecturers, processes and physical resources. The results indicate that external marketing stimuli have the highest influence on students? need recognition (lecturer?s quality ? 76%; program quality ? 74% and quality of physical resources ? 73%), followed by external environmental stimuli (family ? 70%), and internal stimuli ? 65%. These findings will enable private colleges to formulate effective marketing strategies emphasising students? need recognition and family influence, which will allow them to maintain a sustainable competitive edge over their competitors in this dynamic and highly competitive industry.
format Article
author Hassan, Faridah Haji
Sheriff, Nooraini Mohamad
author_facet Hassan, Faridah Haji
Sheriff, Nooraini Mohamad
author_sort Hassan, Faridah Haji
title Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective
title_short Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective
title_full Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective
title_fullStr Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective
title_full_unstemmed Students' need recognition for higher education at private colleges in Malaysia : an exploratory perspective
title_sort students' need recognition for higher education at private colleges in malaysia : an exploratory perspective
publisher Sunway University College
publishDate 2006
url http://eprints.sunway.edu.my/27/1/faridah3.pdf
http://eprints.sunway.edu.my/27/
_version_ 1644324219347009536
score 13.211869

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