The Effect of Price in the College Selection Decision Process
Marketing Management Journal
The Journal of Marketing Management
This article reports the results of research into the effect that price, or the cost to attend a college, has on the selection decision process. Using two models of the college decision process as the basis for evaluating price effects, focus group discussions and a national survey were conducted. Findings indicate that the importance of price increases as the decision evolves from initial screening of possible alternatives to final selection of a college to attend. An analysis of socio-economic characteristics of survey respondents indicated that family income and fathers' education was associated with the relative importance of price in the decision process. Implications for college administrators are discussed.