Abstract:

University choice is a process that involves different factors, even more in a context in which there are multiple options to consider in that choice. Identifying the factors associated with the choice of university is relevant, since it allows to understand the process, but also to generate marketing strategies to attract students to higher education institutions.

The general objective of this study is to describe the factors associated with university choice among young graduates of upper secondary education. This research is contextualized at a private university in the State of Aguascalientes, Mexico. It includes a sample of 209 students admitted and enrolled in the institution during the 2022-23 academic year. Data collection was conducted through the Inventory of Factors Associated with University Choice (IFAEU), that included 30 Likert-scale items aimed at measuring eight dimensions: D1. Facilities, D2. Integral formation, D3. Academic prestige, D4. Entrepreneurship and internationalization, D5. Social prestige, D6. Costs and financing, D7. Social expectations, and D8. Recommendations from significant figures. Psychometric analysis suggests that the instrument has an excellent level of reliability (Alpha = .935), as well as construct validity, by identifying correlation coefficients greater than 0.40 between each item and the score of its respective dimension. This instrument was administered through an electronic form (Google Forms), involving voluntary and informed participation from the students. The collected data were processed using SPSS 27 software (IBM). Throughout the entire research, ethical principles promoted by the Committee on Publication Ethics (COPE) were adhered to.

The analysis of results identified that the main factor influencing students' university choice is related to D3. Academic prestige, and D4. Entrepreneurship and internationalization, followed by D6. Costs and financing. In contrast, the least considered factors were D5. Social prestige, D8. Recommendations from significant figures, and D7. Social expectations. These results are relevant as they help understand the aspects influencing students' university choice, and can guide the development of strategies for vocational and professional guidance for students in previous educational levels.

Keywords:

University choice, private education, undergraduate education, Mexico.