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

This paper aims to highlightthe factors that tend to influence the university choice of the students in Baltistan, a remote region of Gilgit-Baltistan, Pakistan. No research has been conducted so far in the regionon this very important aspect of higher education. This study provides insights into the brand management issues for the universities in Gilgit-Baltistan and is of paramount importance in context of policy making for higher education institutions. A quantitative descriptiveresearch methodologywasapplied to conduct the study.Findings revealed that choice of a university brand is influenced by teachers, parents, campus visit, university representative, safety, campus facilities and closeness to home. Findings have pertinent implications for higher education management. Higher educational institution should focus on those attributes that the students consider the most to attract more suitable students so that they could produce best scholars and could gain positive image in the educational market of Gilgit-Baltistan. The results of this study may also help students and their parentsto understand the significant factors of university selection.