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Assessing the Influence of Advertising on Student Enrolment in Private Tertiary Institutions in Ghana

Author

Listed:
  • Bede Akorige Atarah

    (Purdue University, West Lafayette, United States,)

  • Augustine Awuah Peprah

    (The Business School, Kwame Nkrumah University of Science and Technology, Ghana,)

Abstract

Private tertiary institutions have increasingly advertised their products in recent years to the general public in Ghana through various media. The desire to find out whether these institutions just copy other business entities blindly or that advertising actually helps in increasing their enrolments led to this study. The main aim of the study was to find out if advertising had an influence on students’ enrolment decision in private tertiary institutions. Two private universities were selected and all the students along with the admission/marketing officers of the institutions were targeted. Structured questionnaires were used to collect data from the students and unstructured interviews were organised to gather data from the admission/marketing officers. Statistical package for social sciences (SPSS) was used to analyse the data. The results showed that advertising in addition to serving as a source of information to students also influenced the enrolment decision of some students. There were however other factors that influenced the enrolment decision of students such as family, friends, current students, etc that could be exploited by these institutions to their advantage.

Suggested Citation

  • Bede Akorige Atarah & Augustine Awuah Peprah, 2014. "Assessing the Influence of Advertising on Student Enrolment in Private Tertiary Institutions in Ghana," International Journal of Business and Social Research, LAR Center Press, vol. 4(3), pages 55-65, March.
    • Handle: RePEc:lrc:larijb:v:4:y:2014:i:3:p:55-65
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    References listed on IDEAS

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    1. Samuel Jebaraj Benjamin & M. Srikamaladevi Marathamuthu & Saravanan Muthaiyah & Murali Raman, 2011. "Affordability of private tertiary education: a Malaysian study," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 38(4), pages 382-406, March.
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    Cited by:

    1. Noor Ismawati Mohd, 2014. "Sources of Information Referred for Higher Education Institution Selection," Journal of Education and Vocational Research, AMH International, vol. 5(4), pages 165-174.

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