THE INFLUENCE OF CITY IMAGE ON THE UNIVERSITY SELECTIONS OF STUDENTS STUDYING IN THE DEPARTMENT OF MARKETING

Abstract

Purpose - This study analyses the influence of city image on university students. The question "How are students influenced by city image when they are making their school selections?" is the main topic of the study.  

Methodology - The questionnaire form was created after a literature search and subjected to a pilot scheme after it was revised based on the opinions of specialist academicians. When determining research questions, studies by Demirel (2014) and Özdemir and Karaca (2009) were drawn upon, and its validity and reliability were tested by administering 40 pilot questionnaires before putting it into its final form. Data obtained were subjected to an SPSS analysis, and the influence of city image on university selections was analysed with the help of regression and correlation analyses and comparative tables.

Findings- In this study, it is concluded that students primarily choose those schools which are in a close distance to where they live. As a result of increasing competition, many schools have begun to acquire students from their own region. Factors like natural and historical attractions and social environment also shape the selections of students. When making these selections, students consult with those around them such as their friends, and thus they obtain the first information about a certain school from them.  

Conclusion- It is seen when the findings of the study were assessed in general that students make their university selections primarily based on the city in which universities are located. Proximity of a school to where they live and factors shaping the image of a city such as sociality and cultural/natural richness also become influential in this selection. Those students who act according to city images become happier during their educational lives, and their level of satisfaction with their university tends to increase.  

Keywords

• City image,university students,university selection,consumer preferences,city development

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