Every year students choose between higher
institutes to continue their higher education. Choosing
one institute over the other is a decision that involves
different factors. Understanding the various factors that
affect buying decision and developing a marketing
strategy accordingly is essential for the success of a
higher education institute. In Ethiopia, little is known
about how students make private higher institute choices
and the different factors that influence their decisions.
As a result, private higher institutes in Ethiopia are not
developing their marketing strategies based on an
understanding of the factors that influence students
higher institute choice.
Therefore, the study's objective was to identify and
rank the different factors that influence Ethiopia
students' private higher-institute choice decisions. The
study was conducted in two-stages. In the first stage,
exploratory research was conducted to identify variables
that influence consumer behavior by reviewing different
literature related to the subject matter. Moreover, the
research questions were clearly defined, and data
collection instruments were also developed. In the second
stage, a descriptive research design was used to
investigate and explain the research questions.