Price as a Motivating Factor for Students' Enrolment: Distance Learning Perspective

Abstract

Price has been used as an indicator of quality by many consumers purchasing goods and services. The main purpose of the study was to assess if price determines the choice of a university for quality distance education. Self-designed questionnaires was employed to collect data from 100 students of University of Cape Coast Distance Learning Centre at Koforidua in the Eastern Region of Ghana. Convenience sampling technique was used in selecting the respondents for the study. The study revealed that high price is not a motivating factor students look out for before choosing a university for distance education. The study further indicated that factors such as brand name, brand image, flexible payment terms, location and worldwide acceptance of certificate influenced students' decision in choosing a university for distance education. The result established that external forces affect learning environment in distance learning centres, hence, distance learning universities must provide services in their original premises. Additionally, the results showed that organizations have many images, but not just one, therefore, the university should use it image as an influential indicator of perceived service quality to its advantage in delivering distance education to influence customer expectations of the service.