Journal of Education & Social Policy

Students Choice of a University: Case of the National University of Lesotho (NUL)
Dr. Regina M. Thetsane, Dr. Motšelisi C. Mokhethi, Mr. Bukenya M. Patrick

Abstract
The study aimed at identifying factors that are perceived to be significant in choosing an institution is pivotal to inform the marketing approach for universities. The National University of Lesotho (NUL) was used as a study setting where a sample consisted of 400 for the population size of 1758 was settled for and a stratified probability sampling technique used to select respondents. A total of 270 questionnaires were returned representing a response rate of 60%. Reference group was the top important factor that influences students’ choice of university, followed by institutional while the least significant factor was media. The correlation results revealed strong association between and amongst the three factors identified. Universities should be encouraged to match their offerings with the identified factors in order to increase enrolment. They should pay attention to these factors and reflect on their recruitment and marketing strategies to attract potential and retain existing students.

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