Trang 1 CHOOSE A SCHOOL IN MEDICINE AND PHARMACY IN HANOI CITY: BASIS FOR MARKETING PROGRAMS A DISSERTATION PAPER Presented to The Faculty of the School of Graduate Studies Central Phi
FACTORS INFLUENCING COLLEGE STUDENTS’ DECISION TO CHOOSE A SCHOOL IN MEDICINE AND PHARMACY IN HANOI CITY: BASIS FOR MARKETING PROGRAMS A DISSERTATION PAPER Presented to The Faculty of the School of Graduate Studies Central Philippine University, Philippines Iloilo City, Philippines In Collaboration with Thai Nguyen University, Vietnam In Partial Fulfillment Of the Requirements for the Degree DOCTOR OF MANAGEMENT (With concentration in Business Management) BUI VAN TU January 2024 i ACKNOWLEDGMENT The researcher would like to express my most profound gratitude and appreciation to the following persons, who in one way or another, helped to make this study a reality: Dr Bui Thi Minh Hang, my supervisor for sharing her expertise in research for her valuable suggestions, corrections, and recommendations from inception stage up to the final stage of completion The members of the Evaluation Committee for their valuable inputs and recommendations that significantly contributed to make this dissertation a reality The Faculty of Graduate Program of Central Philippine University (CPU) for their constant encouragement to work towards the final completion of this research Institute of International Education of Thai Nguyen University of Economics and Business Administration (TUEBA) for supporting this research My familly, friends and colleagues for their constant encouragement and moral support that provided me with proper motivation to work towards the completion of this study The Researcher ii LỜI CẢM ƠN Nghiên cứu sinh xin bày tỏ lòng biết ơn sâu sắc nhất tới những người đã giúp đỡ thực hiện nghiên cứu này: Tiến sĩ Bùi Thị Minh Hằng, người hướng dẫn của tôi vì đã chia sẻ kiến thức chuyên môn về nghiên cứu cũng như những gợi ý, chỉnh sửa và đề xuất có giá trị từ giai đoạn khởi đầu cho đến giai đoạn hoàn thành cuối cùng Các thành viên của Hội đồng đánh giá về những ý kiến đóng góp có giá trị của họ, góp phần quan trọng để làm cho luận án này thành hiện thực Khoa Sau đại học của Đại học Central Philippine (CPU) vì sự khuyến khích không ngừng của họ để NCS nỗ lực hoàn thành nghiên cứu này Viện Đào tạo Quốc tế Trường Đại học Kinh tế và Quản trị Kinh doanh Thái Nguyên (TUEBA) đã hỗ trợ tôi hoàn thành nghiên cứu Gia đình, bạn bè và đồng nghiệp đã luôn động viên, giúp đỡ về mặt tinh thần, tạo cho tôi động lực thích hợp để cố gắng hoàn thành luận án Nghiên cứu sinh iii DECLARATION OF AUTHORSHIP I hereby declare that this doctoral thesis was carried out by myself under the guidance and supervision of Dr Bui Thi Minh Hang The data and figures presented in this doctoral thesis were for analysis, comments, and evaluations from various resources by my own work and had been duly acknowledge in the reference part In addition, other comments, reviews and data used by authors, and organizations had been acknowledged, and explicitly cited I will take full responsibility for any fraud detected in my thesis (if any) Author Bui Van Tu iv LỜI CAM ĐOAN Luận án này là công trình nghiên cứu của cá nhân tôi, được thực hiện dưới sự hướng dẫn khoa học của TS Bùi Thị Minh Hằng Các tài liệu, số liệu trình bày trong luận án tiến sĩ này là sự phân tích, nhận xét, đánh giá từ nhiều nguồn tài liệu do chính tôi thực hiện và đã được ghi nhân hợp lệ trong phần tài liệu tham khảo Ngoài ra, các nhận xét, đánh giá và dữ liêu khác được sẻ dụng bởi các tác giả và tổ chức đã được ghi nhận và trích dẫn rõ ràng Tôi xin hoàn toàn chịu trách nhiệm về mọi gian lận được phát hiện trong luận án của mình (nếu có) Tác giả Bùi Văn Tự v TABLE OF CONTENTS ACKNOWLEDGMENT .i LỜI CẢM ƠN ii DECLARATION OF AUTHORSHIP iii LỜI CAM ĐOAN iv TABLE OF CONTENTS v LIST OF TABLES viii LIST OF FIGURES x Abstract .1 Chapter 1: INTRODUCTION .2 1.1 Background of the study 2 1.2 Objectives of the study .4 1.4 Hypotheses 4 1.5 Theoretical Framework 5 1.5.1 Chapman’s Model of Student Choice 7 1.5.2 Hossler and Gallagher Choice Model 10 1.5.3 Perna Choice Model 11 1.6 Conceptual Framework 13 1.7 Operational Definition of Terms 14 Control variables .14 Independent variables 15 Dependent variable 21 Significance of the study 21 1.8 Scope and Limitations of the Study 22 Chapter 2: REVIEW OF LITERATURE AND RELATED STUDIES 23 2.1 Related literature 23 vi 2.1.1 The concept of students' decision to choose a school 23 2.1.2 Factors influencing student choice decision 26 2.2 Empirical related studies .37 2.2.1 Foreign Studies .37 2.2.2 Domestic research 42 Chapter 3: METHODOLOGY .48 3.1 Research Design 48 3.2 Respondents of the study 50 3.2.1 Inclusion and Exclusion Criteria 50 3.2.2 Sample Size 50 3.2.3 In-Depth Interview 52 3.2.4 Quantitative research 55 3.2.5 Sampling Technique .55 3.3 Research Instrument .56 3.3.1 Questionnaire Design .56 3.4.2 The scales 57 3.3.3 Validity of questionnaire 67 3.4.4 Reliability of the Questionnaire .68 3.4 Ethical considerations .69 3.5 Data – Gathering procedure 70 3.6 Data – Processing Procedure 70 3.7 Data Analysis Procedure .71 Chapter 4: RESULTS AND DISCUSSION 74 4.1 Description of study area 74 4.1.1 Characteristics of the study area 74 4.2 Profile of Respondents 79 vii 4.3 Descriptive statistics of independent variables 80 4.3.1 Descriptive statistics of observed and the differents of two group 80 4.4 Regression model results 99 4.5 Differences in the dependent variable according to their demographic variables 107 4.6 Marketing Implications for Marketing Program Use 108 Chapter 5: SUMMARY, CONCLUSIONS AND POLICY RECOMMENDATIONS 110 5.1 Summary .110 5.2 Conclusions 117 5.3 Recomendations 120 5.4 Limitations of study .125 5.6 Further research 126 5.7 The research contribution .126 REFERENCES .128 APENDIX 01: QUESTIONNAIRE 136 APENDIX 02: IN – DEPTH INTERVIEW 140 viii LIST OF TABLES Table 1.1 Summarize the factors influencing students' decision to choose a collge 12 Table 3.1 The number of respondents are surveyed in five supermarkets .52 Table 3.2 Description of In-depth interview sample 53 Table 3.3 Comments of experts 54 Table 3.4 Scale of Awareness of the suitability for the training major Variables 58 Table 3.5 Scale of Learning outcome Variables 59 Table 3.6 Scale of Parents’ Education Level Variables 59 Table 3.7 Scale of Location Variables 59 Table 3.8 Scale of Training program Variables .60 Table 3.9 Scale of Facilities Variables 61 Table 3.10 Scale of Benchmark Variables .62 Table 3.11 Scale of Perception of the cost of studying Variables 63 Table 3.12 Scale of Financial Support Variables 63 Table 3.13 Scale of Schools’ Reputation Variables .64 Table 3.14 Scale of Information Variables 65 Table 3.15 Scale of Job opportunities Variables 65 Table 3.16 Scale of Other people's opinions Variables 66 Table 3.17 Cronbach’s Alpha Reliability Test for Factors 69 Table 4.1 Admission results of ASEAN College of Medicine and Pharmacy for the period of 2019-2021 75 Table 4.2 Admission results of Hanoi College of Medicine and Pharmacy for the period of 2019-2021 76 Table 4.3 Admission results of HPC period 2019 - 2021 78 Table 4.4 Admission results of Hanoi College of Industrial Economics period 2019-2021 79 ix Table 4.5 Demographic characteristics 80 Table 4.6 Two-sample test proportions of Sex .80 Table 4.7 Two – sample t test of Age 81 Table 4.8 Two-sample test proportions of Ethnicity 82 Table 4.9 Two-sample t test of Student learning outcomes 82 Table 4.10 Results two-sample t test for Perceived characteristics of students' suitability with their majors 83 Table 4.11 Results of two-sample t test for Features of the training program .84 Table 4.12 Two-sample t test of Location proportions 86 Table 4.13 Results two-sample t test of Characteristics of facilities of medical colleges 87 Table 4.14 Two-sample proportion test of The relevance of the benchmark with the student's ability 89 Table 4.15 Results two-sample t test of Reputation of medical colleges .90 Table 4.16 Results two-sample t test of Job opportunity .91 Table 4.17 Results two-sample t test of Tuition fees .92 Table 4.18 Results two-sample t test of Tuition policy 93 Table 4.19 Results two-sample t test of The level of advertising, admission counseling 95 Table 4.20 Results two-sample t test of Opinions of people around influence students' choice decisions 96 Table 4.21 Education level of student's parents .98 Table 4.22 KMO and Bartlett's Test .99 Table 4.23 Results of factors affecting students' decision to choose a school .102 Table 4.24 Results of the level of marginal impact of factors on students' decision to choose a school 103