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Abstract

This study investigates how brand awareness impacts on student enrollment decision-making at Shin Rai International Vocational Institute in Yangon. Concerned about declining enrollment rates amidst increased competition, the institute’s management prioritizes brand building. Primary data from 200 current and former students, along with secondary data from various sources, are collected and analyzed using SPSS. The study finds that brand recognition, brand recall, and top-of-mind awareness influence on enrollment decisions, with top-of-mind awareness having the
greatest impact. Factors such as course or program offerings, costs or fee structure, career prospects, aptitude or abilities development, financial aid, institution’s reputation, advertising or promotion, and training facilities significantly affect enrollment decisions. Marketers are advised to focus on enhancing brand awareness and leveraging social influence to boost enrollment rates in the private vocational education service sector.

Author: NAING MIN KHANT