Factors affecting the choice of university in Thailand among Thai international high school student’s Grade 11 and Grade 12 in the central Bangkok area

Abstract

In Thailand, the higher education institute both public and private required many marketing activities to attracting students because of globalization and demographic transitions. The main target of the marketplace is the Higher School Students especially for the International study programs at Grade 11 and 12. The purpose of this study is to identify the factors affecting Thai international high school student’s (G.11 and G.12) in the central Bangkok area choice of university in Thailand and to develop a richer understanding of each determinant factors. The researcher collected the sample size of 179 respondents, from a combined population of 300 Ekamai and Trinity International School, through survey questionnaires using convenience sampling and snowball sampling methods. The analysis was then conducted using multiple linear regression to test hypotheses to determine whether each independent variable has a statistical influence on choice of university. Major findings from this survey are that tuition fee, parental influence, location of university, educational facility, and institution reputation have statistical influences on choice of university. The result means that the respondents are significantly concerned about all these independent variables which includes tuition fee, parental influence, location of university, educational facility, and institution reputation and that all these variables significantly affect choice of university.