FACTORS THAT INFLUENCE UNIVERSITY CHOICE OF ALBANIAN STUDENTS

Abstract

The aim of this paper is to identify the key factors that influence university choice in Albania. A quantitative method was used to answer the study objectives. A survey took place from January to march 2015 including freshmen students in 17 public and private Universities in Albania through paper self – administered questionnaire completed in university classrooms. The sample was chosen through a random stratified sample method. 1992 completed questionnaires are used for analysis, and only 1200 questionnaires are qualified for factorial analysis. By factorial analysis used are identified 9 key factors that influence university choice of Albanian students. The results are very important for higher education institutions in Albania, which should be more student-oriented and should improve their marketing strategies in attracting the best and more talented students