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World Journal of Vocational Education and Training

June 2019, Volume 1, 2, pp 59-74

Factors Affecting Students Choice of Higher Education Institution: A Malaysian Perspective

Krishna Moorthy


Sonia Johanthan


Chin Chee Hung


Khaw Chee Han


Ng Zi Zheng


Wong Yau Cheng


Woon Huai Yuan

Krishna Moorthy 1 ,

Sonia Johanthan 1 

Chin Chee Hung 3 Khaw Chee Han 3 Ng Zi Zheng 3 Wong Yau Cheng 3 Woon Huai Yuan 3 

  1. Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar Campus, Malaysia 1

  2. Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar Campus, Malaysia. 3

Pages: 59-74

DOI: 10.18488/journal.119.2019.12.59.74

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Article History:

Received: 15 May, 2019
Revised: 20 June, 2019
Accepted: 23 July, 2019
Published: 06 September, 2019


Malaysia is currently having an increased competition among higher education institutions. The ambition of this research is to identify the relationship between the marketing mix model (7P) and students’ choice of Private Higher Education Institutions (PHEIs) in Malaysia. Primary data have been obtained from students in selected higher education institutions in Malaysia. The target respondents have been selected by using quota sampling method under the non-probability sampling technique. Self-administered questionnaires were distributed to the target respondents from different PHEIs (UniKL, UTAR, TARUC and SEGi University) and 302 useful questionnaires were collected. All questions are measured using a 5-point Likert Scale. The result reveals that the marketing mix (product, place, price, promotion, people, process and physical evidence) has a significant influence on students’ choice of PHEI. This research provides a better insight to help PHEIs to understand and develop best services to increase the students’ enrolment. This research also demonstrates the importance of the marketing mix (7p) model in higher education institutions’ perspective.
Contribution/ Originality
This study demonstrates the importance of the marketing mix (7p) in higher education institutions’ perspective while studying students’ choice of higher education institutions.


Marketing mix, 7P, Student choice of higher, Education institution, Product, Price, Place, Promotion, Process, Physical evidence, People, Student choice, Customer decision.



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This study received no specific financial support.

Competing Interests:

The authors declare that they have no competing interests.


All authors contributed equally to the conception and design of the study.

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