Increase in the demand for private higher education: unmasking the “paradox”

Abstract

Purpose – It is considered a mystery by many people that, despite charging significantly higher fees when compared to public institutions, research has shown an increase in the demand and enrolments at private higher education institutions. The purpose of this paper is to investigate the critical factors considered by students when deciding to make private higher education institutions their institution of choice. Design/methodology/approach – The study uses a case study approach and draws data from all the six private higher education institutions in Zimbabwe. Self-administered questionnaires were given to students representing at least 5 per cent of the student enrolment and representing all gender, study disciplines and levels of study from each university. Findings – Irrespective of gender, six main factors influencing student choice were identified to be, in order of priority: access and opportunity; promotional information and marketing; reference or influence by others; quality of teaching and lear...