Determinants Influencing Senior High School Students’ Choice of Higher Education Institution in Select Cities in Cebu: Application of the Marketing Mix Model

Aim:The study determined the significant factors affecting the private and public senior high school student's decision in choosing higher education institutions (HEIs) and college programs in Mandaue and Cebu City applying the marketing mix model in context.Methodology: This study used the correlational research design employing an online survey.A validated and reliable researcher-made questionnaire was used for data collection.Results: Results revealed that for the sectarian and non-sectarian students, school fees (price) were the topmost consideration, followed by the promotional initiatives.The least that they considered was the quality of education as a product.On the other hand, for the public-school students, the accessibility of the college or university primarily influenced their choice of school.The one-way ANOVA revealed that there was a statistically significant difference in the mean perception score between at least two groups (F (2, 21) = [4.14],p = 0.03) and (F(2, 9) = [6.40],p = 0.02) in terms of the quality of education and promotional initiatives.Likewise, the relation between the age with X (16, N = 428) = 5.53, p = .02,and sex of the students with X (4, N = 428) = 10.43,p = .01were significant to the perception of all marketing mix in affecting the decision on which school to enroll in college.It was also found out that females and the older respondents were more likely to be motivated with these marketing mixes than their male and younger counterparts.The average family income, on the one hand, is significantly associated with X (24, N = 428) = 18.10, p = .05and X (24, N = 428) = 20.55 for both the school fees and the promotional initiatives. Conclusion:The results confirmed the theory of marketing mix as an important determinant significantly influencing the students to choose which higher educational institution to enroll in, which may be of good input for insight for marketing purposes.