Understanding high school students use of choice factors and word-of-mouth information sources in university selection

University choice is a high-risk decision for prospective students which requires substantial effort to evaluate a range of choice factors. Understanding this complex process is a crucial task for higher education marketers. Of particular importance are the differences across market segments. This study analyses the importance of choice factors, and the usage of information sources, across domestic/international segments and cross-country segments, and explores which choice factors are delivered via word-of-mouth information sources. Different from previous studies which collected data in the countries of destination, this study employs a data sample of prospective students from the country of origin of Vietnam, an emerging market of international education. The findings provide insight into the key choice factors and information sources by market segment. Future job prospects, teaching quality, staff expertise, and course content were important choice factors across all market segments. Parents are the most influential information source for Vietnamese students.