Choosing a University: Important Attributes Used by Access Students in South Africa

Universities in South Africa are operating in an increasingly competitive environment with each institution aiming to attract the best students and meet their enrolment targets. The Department of Education’s (DoE’s) strategy to address the inadequacies of the past and the shortage of skills in maths and science in South Africa has also affected how universities operate. In responding to the DoE’s strategy to address past inadequacies many universities offer access programmes to students from previously disadvantaged schools. This paper highlights the factors or attributes that are important, specifically to access students, in their selection of which university to attend for their tertiary studies and makes recommendations in terms of a marketing strategy for universities targeting this group whose background and needs are different to students who come from more advantaged schools. Marketing implications for access programmes are provided.