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Understanding the Under-Subscription Paradox: Market Pull Factors for Student Enrolment in Selected Private Universities in South-West Nigeria

Ighodalo, David Ehizojie PhD, Opene Sunday Ozonuwe CLN

Abstract

Increasing student enrolment is a key objective for universities seeking to strengthen their competitive position, particularly among private institutions. However, many private universities continue to experience challenges in attracting and retaining sufficient student enrollment. These challenges may be attributed, in part, to limited or ineffective implementation of referral marketing strategies. This study examined the effect of referral marketing on enrollment growth among selected private universities in South-West Nigeria. The study adopted a survey research design. The population comprised 241 administrative staff and top management personnel responsible for referral marketing across 22 registered private universities in South-West Nigeria. Given the relatively small population size, a total enumeration sampling technique was employed, resulting in a sample size of 241 respondents. The reliability of the research instrument was confirmed using Cronbach's alpha, with coefficients ranging from 0.822 to 0.833. Data were analyzed using descriptive statistics and multiple regression analysis with SPSS version 23.0. The findings revealed that referral marketing indicators had a significant positive effect on enrollment growth (Adjusted R2 = 0.369, F(5,203) = 24.753, p < 0.05), indicating that referral marketing explains a substantial proportion of the variation in enrollment growth among the selected private universities. The study concluded that referral marketing significantly enhances enrollment growth in private universities in South-West Nigeria. It recommended that private universities implement comprehensive enrollment pipeline strategies by strengthening partnerships with educational centers and orphanage homes. Furthermore, universities should develop program-specific landing pages with clearly defined enrollment pathways and design targeted marketing campaigns for different prospective student segments, including undergraduate, postgraduate, and international applicants.

Keywords

Educational centersEnrollment growthReferral marketingPrivate universitiesUnder-subscription.

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