Pricing policy and the college choice process |
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| Authors: | Dr Randall G Chapman |
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| Institution: | (1) School of Business, Queen's University, K7L 3N6 Kingston, Ontario, Canada |
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| Abstract: | Following the presentation of a marketing management paradigm for higher educational institutions, this paper discuses some aspects of the pricing policy process in colleges and universities. A statistical model of the college choice process is developed, and some empirical results related to the effects of price, among other factors, on the collegechoice decision-making behavior process of high school seniors are presented and interpreted. The two most important factors affecting the college choice process are seen to be college quality and price-related considerations. Marketing implications of these results are discussed.Presented at the Annual Forum of the Association For Institutional Research, Houston, Texas, May 1978. |
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| Keywords: | pricing policies student choice behavior admissions |
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