Effects of Client-Oriented Marketing Strategies on Perception of Enrolment: Evidence from Moi University, Kenya

Abstract

Self Sponsored students are increasingly demanding client-oriented institutions, and universities and colleges are working to meet their demands. This study investigated on the effects of Client-Oriented Marketing Strategies (COMS) on Perception of Enrolment (PE) by students under Privately Sponsored Students Programmes (PSSP). Many marketing specialists are now seeing the 4Ps (Product, Place, Pricing and Promotion) as too product-oriented and have adopted the COMS’s 4Cs (Customer Value, Customer Cost, Customer Convenience and Customer Communication) marketing mix. The study adopted survey design and cluster sampling was used to select the five academic schools/ faculties of Moi University. Simple random sampling was used to identify the targeted 284 individual students of the study. Questionaries was used to collect data. The results of the study showed that 4Cs affects Perception of Enrolment. Multiple Linear Regression showed that 4Cs accounted for a total variation of 55% of the changes in PE (R²=.550), while other Marketing strategies account for 45%. The model of 4Ps to 4Cs adopted by Elliott de Sáez was used to demonstrate how Client-Oriented Marketing Strategies impacts on Perception of Enrolment. The study recommends that Moi University and other universities should pay serious attention Clint-Oriented Marketing Strategies in the marketing of their programmes since they affect the Perception of Enrolment.

Keywords: Customer Value, Customer Cost, Customer Convenience, Customer Communication, Perception of Enrolment