An analysis on the perception and image of prestigious public higher learning institutions (IPTA) in malaysia from development perpective

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Abstract

In today's era of information technology, each and every organization must have the element of competitive edge. Image, which plays a vital role in marketing activities, is clearly an added advantage, one that is strongly needed by such organization. Hence, this study intends to measure the image of Public Higher Learning Institutions (IPTA) from the students' point of view, the possible influence of such image towards the decision made by the students in choosing their respective IPTAs and how that particular image plays its significant role in terms of marketing perspective for non-profit organizations. Respondents were selected among the final year Economics students from the University of Malaya. The Statistical Package for The Social Science program had been used to analyse the data through percentage, frequency distribution and Multidimensional Scaling approaches. These methods were utilized since they enable the gathering of the findings. Results from this study show that a distinctive image of an IPTA, such as a well-known prestigious university, strongly influences the decision made by the students in choosing their respective places of study. The image has also contributed greatly towards marketing activities for non-profit organizations like IPTAs. In conclusion, IPTA should retain their existing image to compete with the IPTS while maintaining their image of being the pioneer in the education field.

Original languageEnglish
Pages (from-to)3277-3283
Number of pages7
JournalJournal of Applied Sciences Research
Volume8
Issue number7
Publication statusPublished - Jul 2012

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Malaysia
Marketing activities
Nonprofit organization
Multidimensional scaling
Education
Pioneers
Marketing
Social sciences
Economics

Keywords

  • Image
  • Malaysia
  • Perception
  • Public Higher Learning Institutions

ASJC Scopus subject areas

  • General

Cite this

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