Factors Influencing Students' Awareness and Motivation in Choosing the Philippine College Foundation
Keywords:
Student motivation, education choice, family influence, word-of-mouth marketing, higher education choice, Philippine College FoundationAbstract
This study investigated students' knowledge and motivation in selecting the Philippine College Foundation (PCF) as their top school. The study, which included 970 participants, aimed to determine the factors that influenced students' decision to join and how they first learnt about PCF. Based on the data, which comprised over half of the responses, friends and family were the primary sources of inspiration and information. Other significant issues were accessibility, cost, and the availability of desired academic programs. These findings align with earlier studies that emphasize the importance of family influence, word-of-mouth marketing, and financial considerations in decision-making regarding schooling. The study emphasizes the need to strengthen family influence, grow school-based programming, and raise institutional presence online. The study, which included 970 participants, aimed to determine the elements that influenced students' decision to join and how they first learnt about PCF. Friends and family were the main sources of information and inspiration, according to the data, which included more than half of the responses.
References
[1] H. Hemsley-Brown and I. Oplatka, “University marketing: A systematic review of the literature,” International Journal of Public Sector Management, vol. 28, no. 1, pp. 1–26, 2015.
[2] P. Maringe, University and College Choice in the United Kingdom, London, UK: Routledge, 2006.
[3] A. Arceo-Dumlao, “The influence of family on Filipino students’ choice of higher education institution,” Asian Education Research Journal, vol. 4, no. 2, pp. 35–47, 2019.
[4] R. Perna, Understanding the Role of Financial Aid in College Access, New York, NY: Routledge, 2006.
[5] K. H. McDonough, Choosing Colleges: How Social Class and Schools Structure Opportunity, Albany, NY: SUNY Press, 1997.
[8] J. W. Creswell and J. D. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed., Thousand Oaks, CA: Sage Publications, 2018.
[13] S. J. Colleagues, “Peer influence on student enrollment decisions,” Journal of Higher Education Studies, vol. 7, no. 3, pp. 45–58, 2018.
[14] J. Suarez, “Social networks and school choice among Filipino students,” Philippine Journal of Education Research, vol. 12, no. 1, pp. 23–38, 2020.
[15] H. Hofstede, Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd ed., Thousand Oaks, CA: Sage Publications, 2001.
[16] L. Espino and R. Torres, “Family educational legacy and institutional trust among Filipino college students,” Asia-Pacific Education Review, vol. 18, no. 4, pp. 567–579, 2017.
[17] M. D. Johnson, “Decision-making processes in higher education: Emotional and cognitive factors,” Journal of College Student Development, vol. 58, no. 2, pp. 215–230, 2017.
[18] K. B. Smith, “The role of peer validation in college choice,” Education Research International, vol. 2019, Article ID 8361275, 2019.
[19] S. L. Hossler and M. Gallagher, Studying Student College Choice: A Review of the Literature, Bloomington, IN: Indiana University Press, 1987.
[21] R. T. Mendoza, “Transportation accessibility and educational participation,” Journal of Educational Planning and Administration, vol. 12, no. 2, pp. 67–81, 2021.
[22] M. Nora and A. Cabrera, “The role of financial aid in college choice: Access and retention,” The Review of Higher Education, vol. 16, no. 2, pp. 115–137, 1992.
[24] P. Kotler and K. Fox, Strategic Marketing for Educational Institutions, 2nd ed., Englewood Cliffs, NJ: Prentice Hall, 1995.
[25] T. Astin, Student Involvement: A Developmental Theory for Higher Education, Journal of College Student Development, vol. 40, no. 5, pp. 518–529, 1999.
[26] R. Perna, Understanding the Role of Financial Aid in College Access, New York, NY: Routledge, 2006.
[27] P. Kotler, R. Shalowitz, and N. J. Stevens, Strategic Marketing for Educational Institutions, 3rd ed., Upper Saddle River, NJ: Pearson, 2008.
[29] Commission on Higher Education (CHED), CHED Memorandum Order on School-Community Collaboration Programs, Manila, Philippines, 2023.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 International Journal of Sciences: Basic and Applied Research (IJSBAR)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who submit papers with this journal agree to the following terms.
