Dilemma of University Selection for the Students of Baltistan Region, Pakistan

Aim of the Study: The aim of this paper is to highlight the factors that tend to influence students’ choice in the remote region of Gilgit-Baltistan in Pakistan. No research into this very important aspect of higher education has been carried out in the region. The study provides insight into branding issues for universities in Gilgit-Baltistan and is of utmost importance for policy making by higher education institutions. Methodology: A quantitative method with a deductive approach was used. The sample was drawn through a stratified sampling technique. The population was partitioned into two strata; the students who were enrolled in post-graduate programs and the students who were enrolled in under-graduate programs, and respondents were selected from each stratum randomly while the sample size of this study was (n=110) respondents. Findings: Findings revealed that the choice of a university brand is influenced by teachers, parents, campus visits, university representatives, safety, campus facilities, and closeness to home. Conclusion: The results of this study may also help universities to understand the significant factors of university selection. This study has pertinent implications for higher education management. Higher educational institutions should focus on those attributes that the students consider the most to attract more suitable students so that they can produce the best graduates and gain a positive image in the educational market of Gilgit-Baltistan.