INFLUENCE OF ORGANISATIONAL IMAGE ON STUDENTS’ CHOICES AND DECISIONS TO ENROL IN UNIVERSITIES IN SOUTH-WEST NIGERIA
DOI:
https://doi.org/10.48047/e9v8fp34Keywords:
Organisational image, Student enrolment, university reputation, choices, South-WestAbstract
This study aimed to ascertain the influence of organisational image on students’ choices and decisions in enrolment into federal, state and private universities in the south-west Nigeria. The study used quantitative research method. The population of the study comprised all universities in the south-west Nigeria. Eighteen universities which constituted the sample size were purposively selected on account of reputation and influence. Using Cochran’s (1977) formula for categorical data and the second consequence, a total of 535 respondents were selected for the study and they were chosen through multistage sampling, which included purposive, cluster, stratified, systematic, random. Data were collected through copies of questionnaire. Descriptive data were analysed using descriptive statistics and inferential statistics (Chi-Square test of significance) and statistical programme for social sciences (SPSS). The results indicated that both tangible and intangible aspects of organizational image influence students’ choices and decisions in enrolment into universities in south-west Nigeria though in their varying degrees. The findings revealed that the level of awareness among students was low, with 26.5% of respondents, and in contrast; the level of knowledge about organisational image among students was high, with 81.7% of respondents, who were familiar with the image/reputation of their university; among the elements of organisational image identified, quality of education, academic reputation and institutional prestige were prized high among students; and feedbacks, past/current students were part of valuable communication strategy in enhancing students’ enrolment. The study, thus, recommended that universities should engage and direct their marketing and promotional materials to target audience like secondary schools and their students; leverage on and maintain their organisational image as strategy; focus more and improve on quality of education, academic reputation and prestige among other images that influence students’ choices; and be active on the various channels of communication (like social media, newsletter emailing etc.) and focus on clear and honest communication that accurately represents their strengths.
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