Senior High School Students and their Choice of Institution

Joe-Anne Buera, Jobert Legaspi, Rose Ann Peradilla

joeanne.buera@ub.edu.ph, jobert.legaspi@ub.edu.ph, roseann.deleon@ub.edu.ph
University of Batangas – Lipa City

Abstract

Choosing Higher Education Institution (HEI) is one of the most important

decisions students will make in their lives. The purpose of this research is to
assess the factors affecting the choice of institution of senior high school students.
The researchers found that students higher involvement in decision-making,
pandemic-related considerations, program offerings and school’s reputation are
the main factors influencing the 15 students in University of Batangas Lipa City
Senior High School.

Keywords: Higher education institution, choice, decision-making, pandemic-

related considerations, program offerings, reputation;

INTRODUCTION
As a perceived answer to the world’s existing problems, nations put a premium on
creating opportunities for students who are future change agents. The major theory of college
choice avers that selecting a post-secondary institution is a dynamic process with three distinct
phases: predisposition, search, and choice. (Hossler & Gallagher, 1987) This begins in good
decision-making in selecting institutions, as reflected in the students’ pursuance of their college
degrees. The right institution for the students entering into professional education is critical
having high impact on their professional life and future achievement. This decision will therefore
impart them throughout their lives. It is therefore that choosing an institution is an extremely
important decision that impacts an individual’s entire future.

Thus, one wrong decision can change the fate of an individual. It is difficult for everyone
to make a decision regarding their career. This individual action is manifested on a larger scale in
the economic prosperity of a nation. Individuals who are misfits in their workplace tend to be
less productive and efficient, and therefore are unable to achieve their goals. College and
university admission administrators are faced with determining which factors influence students’
choices, which strategies they can employ to attract students, and at the same time, determine
how resources should be allocated. (Moody, 2020) This prompted the researchers to conduct this
study to assess the factors that influence the students’ choice of higher education institution.
Even though there are some commonalities here and there.
Nonetheless, these factors were higher involvement of students in decision making,
pandemic-related consideration, program offerings, and reputation of the school. The data from
this study will be the basis of the University Administrators and will help them to improve their
marketing plan and strategies for influencing student's choice when selecting an institution of
higher education.

Factors that Influence Student’s Choice of Institutions

According to Moody (2020), the process of choosing an institution of higher education

includes several factors that are influential in decision-making. College and university admission
administrators are faced with determining which factors influence students’ choices, which
strategies they can employ to attract students, and at the same time, determine how resources
should be allocated. Ouanoa, et al. (2019) cited that the factors affecting their choice of
institution are the reputation of the college, location, cost, socioeconomic status, student
expectations, school size, educational facilities, cost, and employment opportunities.

Career and Programs

As stated by Allen, et al. (2020), selecting a career track is crucial and must be thought of
carefully because of its long-term impact on an individual’s future career. With the
implementation of the K to 12 programs in the Philippines, students need to choose from four
career tracks before entering senior high school (SHS). Career track choice must be planned
carefully because of its long-term consequences to a person’s professional development and
future accomplishments. Individuals undergo several stages of career development. In their
career development process, several factors play a vital role in determining one’s career path.

On the other hand, Ataman, et al. (2018) mentioned that choosing a university and
deciding on a major are one of the most important milestones in every person’s life since they
shape people’s future careers, and thus they have a great impact on their whole life. In addition,
choosing a suitable major or university affects students’ enthusiasm and commitment to study.
That is, students who choose their major without considering their priorities may lose their
learning motivation; they may face difficulties in succeeding the courses and finding a desirable
job. Secondly, exploring factors that influence students’ university choices has great importance
for educational institutions since they try to attract more and more students in today’s
competitive higher education world. This is one of the main reasons for this competition
among the universities is the increasing number of higher education institutions in recent years.

Career Opportunities

Ahmed et al. (2017) stated that career defined as the occupational, commercial or industrial
activity that a person may adopt during his educational life or in some other parts. It also clarifies
career as the application of a person’s cognition and capabilities, providing command over
profession, timely work expertise and a basis of developing and bettering business networks.
 The study conducted by Ouanoa, et al. (2019) says that for many students, choosing a
college or a major is a vital decision determining their entire life plan, success, and professional
career. These factors gave an impact towards the graduating learners in selecting a course in
college. The right career choice for the students entering into the professional education is
critical having high impact on their professional life and future achievement. This decision will
therefore impart them throughout their lives. It is therefore that choosing a career is an extremely
important decision that impacts an individual’s entire future.

According to Fernandez, et al. (2022), career choice is one of the most important and
sensitive matter in the life of the individual, because this choice will result in building the entire
professional future of the individual. The influence of career choice has a lasting impact on an
individual. It serves to be a predictor and determinant of their prospective level of income, nature
of work and consequently leaves a mark on the personality, behavior and outlook of an
individual. Any wrong decisions regarding career can change the fate of an individual. An apt
career decision and individual action in this regard is manifested on a larger scale in the
economic prosperity of a nation. Individuals who are misfits in their workplace tend to be less
productive and efficient, and therefore are unable to achieve their goals.

Financial Factors

Rust, et al. (2020) cited that the primary factor that influenced the Indian students’ choice of
university was the offer of a scholarship or graduate assistantship to offset the financial burden
of studying abroad in the USA. The offer of financial aid enabled students to make a choice that
they may not have made otherwise based on limited information about their university of study.
Carruthers, et al. (2019) mentioned that Pell grants are the largest financial aid vehicle in the
United States, and yet, their role in shaping students' college choices is not clear. This is a
subsidy the U.S. federal government provides for students who need it to pay for college. They
found only little evidence that marginal Pell eligibility affects whether or where students enroll
in college. 

Parental and Peer Influence

The study conducted by Bacolor (2020) states that the students’ choice may be affected due
to their family or relatives suggestions because some of the students are supported financially by
them. Some choices their tracks due to what they think are best for them. Other students follow
the career of their relatives most especially if the family member is successful. Another way of
choosing one’s track is in matching his/her interests and skills that will fit his/her on the job
where will she/he land. Thus, the influencing factors of choosing a track are personality,
interests, and family or relatives’ factors.

Moreover, Kazi et al. (2017) says that the parents influence as most significant, followed by
influence from peers, gender, print media, financial reasons, interest and others. Erickson (2017),
cited three general patterns such as: (1) There is great consistency in parents’ stated preferences
of school characteristics across choice programs; (2) Parents value academic quality, but it is not
always their most prized school feature; (3) Parents make trade-offs among their preferences
when selecting a school. Atila et al. (2020) concluded that parents prefer schools that enroll
high-achieving peers, and these schools generate larger improvements in short- and long-run
student outcomes. Preferences are unrelated to school effectiveness and academic match quality
after controlling for peer quality.

Good Reputation and Facilities

The findings of a study conducted by Nagoya, et al. (2021) showed that it is vital for
university to have a significant number of new students enrolled to ensure a strong financial
capability for them. They conducted a study that focuses on quality, reputation, spirituality value,
economic and emotional value factors in relation with intention to enroll in university.  Then,
they found that quality, spirituality value, reputation and emotional value have positive
correlation on intention to enroll, whereas quality and economic have no positive correlation
toward intention to enroll. Hence, scientific activities and campus facilities have affected the
reputation of the university, and consequently reputation influenced students to advice that
university to others. When it is thought that advice play an important role in the university
selection, these results are very important for the practitioners in order to increase their market
share in the region.

Asare (2020) concluded that university image influences students' preference for university
institutions in Ghana. Some consequences of university image identified included
trustworthiness, positive students' evaluation of universities, graduate employability and pride of
association emanating from students' sense of belonging to universities with positive images. The
increasing wave of competition in the universities industry calls for a departure from ad hoc
application of traditional strategies that are anchored on tuition fee, physical infrastructure,
teaching and learning facilities, haphazard new course introduction and uncoordinated marketing
communication programs. 
Location of the Institution

According to He, et al. (2018), children are traveling longer distances to school, and the
share traveling by car is increasing. The authors examined that school attributes on school
choice, which in turn gives rise to travel distance and mode choice. It is well known that school
quality is capitalized into residential land values. Households willing and able to pay price
premiums may choose to live closer to good-quality schools. In contrast, households with less
ability to pay are likely to live in places with schools of lower quality. They found out that
location, school quality, and other school features influence the probability of a school being
chosen, and the extent to which these factors influence choice varies depending on the
characteristics of the residential district and the attributes of the household.
 Ovink et al. (2017) also cited those recent multiple studies have focused on the phenomenon
of “undermatching” - when students attend a college for which they are overqualified, as
measured by test scores and grades. However, gaps remain in our knowledge about how student
preferences - such as a desire to attend college close to home - influence differential rates of
undermatching. Attending a selective postsecondary institution does influence post-college
employment and earnings, with less positive results for students who undermatch as compared
with peers who do not. It demonstrates the importance of non-academic factors in shaping
college decisions and post-college outcomes, particularly for low-income students.

Environmental Factors

On the study conducted by Scott (2018) it says that college campus environments play a
pivotal role in the decision-making process, as the ecology, climate, and culture of an institution
profoundly influence student perceptions and behaviors. Consequently, higher education
administrators must take into account more than just their institution’s good name, as the
attractiveness and sociability of a college campus evoke feelings of acceptance and affirmation
that extend beyond the classroom.
Hence, Hladchenko, et al. (2019) implied that means-ends decoupling of national policies
and practices are disconnected from the state’s core goal of creating public welfare. Employing
sociological institutionalism, this article aims to explore how means-ends decoupling at the state
level affects Ukrainian students’ choice of university. Their study revealed that, first, in addition
to the state, the university also sustains means-ends decoupling. Second, means-ends decoupling
at the state and university levels hinders the Ukrainian students from attaining their intrinsic and
extrinsic motivations, such as personal development, professional preparation and employment.
Consequently, the Ukrainian students’ choices entail means-ends decoupling at the individual
level, the degree of which varies depending on the subject area of the programme, study cycle
and individual factors.

Global Impact of COVID-19

The study conducted by Hernani and Cadosales (2022), COVID-19 has had a global impact,
affecting every higher education institution. Gaps and challenges in the Philippine educational
system have been identified, including inadequate technological infrastructure and a preference
for in-person classroom instruction over the effective use of online technologies and resources.
The crisis has provided opportunities for reflection. The impact of innovation and approach
refinement are effective determinants of the country's educational program's resiliency in a
crisis. This article addresses emerging opportunities such as increasing the number of training
activities and broadening participation, integrating an online learning management system into
teaching, recognizing the benefits of a community internet hub, strengthening psychosocial
health programs in schools, and strengthening cross-sector collaborations. As a result, higher
education institutions are constantly challenged to find new ways to thrive in the face of a
pandemic in terms of providing quality instruction and services. Further studies on how higher
education institutions responded to the needs of the stakeholders in the new reality are
recommended.

Felson and Adamczyk (2020) also cited that when coronavirus disease 2019 (COVID-19)
became a major impediment to face-to-face college instruction in spring 2020, most teaching
went online. Over the summer, colleges had to make difficult decisions about whether to return
to in-person instruction. Although opening campuses could pose a major health risk, keeping
instruction online could dissuade students from enrolling. find that reopening decisions about
whether to return to in-person instruction were unrelated to cumulative COVID-19 infection and
mortality rates. Colleges that derived more of their revenue from tuition were more likely to
return to classroom instruction.

Moreover, according to Yip (2022) they’ve just made it through two years of a global
pandemic – arguably the most disruptive and transformative period for modern society globally.
If 2020 was about the initial COVID-19 shock and our emergency responses, and 2021 was
about trying to understand the implications of all the unprecedented events going on and
appointing new leaders to lead us out of this crisis, then 2022 will be about bold actions and
investments that will result in long-term impact and success in the era ahead. The global trends
global trends to consider for 2022 and beyond are Business Model Innovation, Learner-Centric
Impact, Lifelong Learning to Lifelong Relationships and Greater Competition for Students. And,
concluded that the sector has gone through an incredibly difficult two years, with a lot of
sacrifices and painful choices made to strengthen our institutions. Now is the time for our
educational institutions to invest and boldly move forward.

METHODOLOGY
The researchers used the phenomenology design, to describe how human beings
experience a certain phenomenon. The researcher asks, "What are the factors that affects their
choices of institution?", "What are the top three choices of institution?" and "What are the top
three choices of college programs?". As a result of the case study's ability to accommodate a
wide range of data, the researchers determined that this design was best suited for the current
study.
The researchers sought to examine the factors that influenced Senior High School
students from a non-sectarian private institution in Lipa City, Batangas on selection on which
college institution to attend. In order to avoid moral bias, the researchers choose volunteers who
could best provide the needed information. The researchers chose University of Batangas - Lipa
City as their subjects as it is the oldest university in the province and one of the fastest growing
universities in Region IV-A.
Hence, the researchers collected data through a virtual focus group discussion with the
fifteen (15) Senior High School students. The structured and non-structured questions based on
the research questions.
 The students involved in the interviews for the study voluntarily agreed to be
respondents. During the focus group discussion, the researchers briefed the respondents on the
purpose of the study, the informed consent, and the expected data gathering procedure, which
included recording and storing information that they provided. The researchers informed the
participants that the interviews were recorded and would be discarded immediately after being
transcribed. More so, they were informed that their names would be kept anonymous for privacy
reasons.
The researchers employed theme analysis to analyze the data for this study. The
researchers analyzed the data based on the themes that are aligned with the research questions
after identifying the information that they might utilize in the results and discussion. These were
1) Higher involvement of students in decision making 2) Pandemic-related consideration, 3)
Program offerings, and 4) Reputation of the school.

RESULTS
This section is presented in four main parts: the first focuses on the involvement of
students in decision making; the second deals with pandemic-related considerations, the third
refers to the program offerings, and the fourth involves school’s reputation.

Involvement of students in decision making

Majority of the students mentioned that they have a higher involvement in the decision
making in their choice of institution. “Tinatanong po nila kung ano gusto kong kuhanin na course
at sinuportahan naman po nila” Student A shared. Such involvement in decision-making
empowers students with the ability to influence their schools and their educational experience.
Sota and Agi (2020) revealed that there is no significant relationship between parental influence
on program selection and students’ academic performance.

Aside from the above-mentioned, the students are more aware of the finances of the
family and seeks scholarships and other benefits to pursue education. And, scholarships can fill
the gap between high and low-income levels - students who may not qualify for a need-based
scholarship and who do not meet the criteria for a merit-based scholarship. It also decreases the
number and amount of loans students need to take to complete college.  Post University (2021)
studied those scholarships is important due to the reason that it provides an opportunity for
people to earn education. Without assistance from an outside source, students may have trouble
paying for the degree. It helps the students have more time to focus on their studies. 
Additionally, the findings highlight that peer influence affects physical and emotional
adjustment. The students are more comfortable to enroll in an institution where he/she has a
friend so that they can easily adjust to the environment. Pazzanese (2018) studied that having
friends plays an important role in shaping a person’s sense of well-being and belonging. Even
physical health is dramatically affected by feelings of social connectedness. But little has been
understood about how people’s perceptions of their own social life and the social lives of those
around them affects their emotions. 

Pandemic-related considerations
 In connection with our previous findings, location is one of the most important factors
influencing their choice of institution. “Torn po ako ako between one school sa Cavite at dito sa
Batangas dahil nga po nagpandemic. Safer po kasi if kasama ko sila mommy, yung parents ko
po” Student B claimed. Higdon (2017) explained that location plays a major role in college
experience. The state, the size of the city, and the local community, has an impact in years at
school. For example, an urban university might offer more big business internship opportunities,
or larger non-for-profit internships, while a school in a smaller town might have a very large
campus and more on campus activities and opportunities. Things like this are crucial to consider
in order making the right choice in choosing your perfect college.
Student B added “Kung nasa malapit po ako, mas masesecure ko po na safe ako. Pandemic
pa din po kasi at dapat ready yung school to address our safety.” Due to the pandemic brought by
the COVID19, the learning environment dramatically affects the learning outcomes of the
students. This includes schools' open space and noise, inappropriate temperature, insufficient
light, overcrowded classes, and inappropriate classroom. The students are really particular in
choosing a University that prioritize the safety and well-being of its stakeholders during these
trying times and when everything gets back to normal.
The readiness of school retrofitted to the health and safety protocols by Inter-Agency Task
Force (IATF) and Commission on Higher Education (CHED) is greatly considered by students.
According to Gordon (2021), the university landscape looks quite a bit different than it did
before COVID-19, due to substantial changes at schools forced to deal with the virus's impact on
college students and staff. As a result, some students are thinking whether it makes sense to
study in a University which is close to their home.
Steimle et al. (2022) found that majority of students indicated a preference to enroll during
the COVID-19 pandemic so long as sufficient safety measures were put in place and all classes
were not entirely in-person. At the same time, since students overall preferred some safety
measures placed around mask-wearing and COVID-19 testing on campus, IHEs may want to
recommend or require wearing masks and doing some surveillance tests for all students, faculty,
and staff. Students were expecting themselves and their fellow classmates to comply with some
but not all health protocols, which may help IHEs identify protocols that need more education
and awareness, like limits on social gatherings and the practice of social distancing at social
gatherings.

Program offerings
“Malaking bagay po kasi yung maganda yung performance nung school sa board exams”
Student A added. The key factors influencing the quality of higher education are the quality of
education that includes faculty line up, curriculum standards, technological infrastructure
available, research environment, accreditation regime and the administrative policies and
procedures implemented in institutions of higher learning. Aside from the academic
performance, the availability of the program intended by the students also determine their choice
of institution. In connection with the findings earlier, one of the main reasons for the career
choice of the students were determined on how the school performs in National Board
Examination, high involvement in co-curricular and community activities that will be benefit a
lot of people. Students are more concerned with the strong branding of the school together with
the positive image in the community.
Mustafa et al. (2018) revealed that one of the factors that affects the student choice of
higher educational institutions (HEI) is quality of education. Furthermore, Kazi and Akhlaq
(2017) in view of the foregoing, the need to equip our students with appropriate career decision
skills becomes highly imperative through general orientation, seminars into the world of work
through the curriculum. Attaman et al. (2018) also found that the most important factors
affecting students' preferences were ‘future expectation for career’ and ‘quality and popularity of
education given by universities.

School’s reputation
“Kapag nalaman ko po na yung isang school ay may bad records kagaya po kapag may
scandal yung students galing sa specific school, wala na po x na po siya agad sakin” Indeed,
Student D shared. This shows that misconduct scandals affects the school’s reputation and
threatens the students' decision-making in choosing the best institution. According to Membrillo
(2021), a higher education institution must be built on a solid reputation. That’s important, not
only for enrollment but for retention and alumni relations.

The study conducted by Downes (2017), Universities spend a lot of money and resources
and time to build their reputations, only to see those reputations damaged due to the negligence
or indiscretions of a select few. Based on a review of university scandals, it is possible to
categorize them as follows: sex scandals, drugs, cheating, hazing, admissions and diplomas, on-
the-job consumption, athletics, and murder. Reduced enrollments, student defections, and donor
withdrawal are some of the ways in which damaged university reputations are manifested when
governance fails in its responsibilities to monitor and take corrective action before reputation
begins to suffer.

CONCLUSION
The results of this study yielded recommendations and proposed programs, which are tied
to the study’s objectives. The recommendations are:
Conduct marketing activities targeting more of the students instead of the parents such as
career guidance activities. Students need career guidance to explore and plan for future career
endeavors based on their individual interests, skills and values. Participation in career guidance
enhances linkage of academic and career experiences and thus, improves career preparation and
management.

Proposed programs

SUCCESS
OBJECTIVES STRATEGIES ACTIVITIES PARAMETERS
To engage Conducting marketing  Limited face to Attendance and
schools in activities such as career face and virtual participation of at
different guidance and career fairs. career guidance least 20
institutional activity  participating
activities via  Participation in schools
limited face to different career
face or virtual fairs in the nearby Conducting at
activities which establishments and least 10 career
will better different schools. fairs in the nearby
promote the establishments
image of the and different
university. schools
To ensure the Provide sufficient safety  Retrofitting of the 100% compliance
availabilities of measures in all buildings facilities to the health and
good facilities and facilities.  Webinar on Safety safety protocols
aligned with the Conduct assessment of the and Health
safety and health facilities and all the staff Protocols for
protocols given regarding safety measures employees
by IATF and on COVID-19
CHED
Comply with the minimum
health and safety protocols
of the LGU.
To strengthen Participation in several  Community At least 3
UB’s  presence invitational activities services invitational
through  whether face to face or  City activities activities were
participation in virtual organized by the  Facebook Ads that participated in and
different socio- local, city or provincial will reach the target activities were
civic activities in government as well as by market and properly
the community private entities / institutions prospect enrollees documented. 
and in the social which will create a
media platforms. marketing mileage 60% increase in
social media
engagements.
To revisit the Conduct research or survey  Approval from the Offering of new
program on what other courses may university followed programs
offerings be offered by the approval (Medical related
from the courses as a result
Commission on of the research
Higher Education findings)
To continuously Supervise the  Customer Evaluation must
protect the image implementation of satisfaction survey obtain an
and maintain the delivering quality education forms assigned per “Excellent”
good branding as and excellent customer department and rating.
well as the satisfaction offices
excellent At least 1 webinar
academic Conduct orientation or re- was conducted to
performance of orientation seminar / all the
the of the webinar to the community stakeholders per
university regarding the brand rules semester

Aside from that, it is also suggested to improve the scholarship programs that will assist
students in their academic journey. By providing financial assistance, educational institutions
give students the opportunity to reach and complete their higher education. Also, scholarships
teach students the value of giving back. More so, consider more varied program offerings to
cater the students’ needs.

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