Abstract

The international student market has become highly competitive globally. As competition continues to intensify, success in acquiring and retaining International students will depend on ability of a country and/or institution to understand and respond to the needs of the market. This article looks at the factors influencing the decision to study abroad. The purpose is to uncover the extent to which different factors influence this decision generally and specifically among different groups of students as well as implications of these factors on the marketing of higher education services in South Africa. The findings show that although supply related conditions in home country influence the decision to study abroad, the most important factors are those related to the conditions abroad. Students irrespective of group, mainly look to opportunities to enhance their career prospects through acquiring high quality education with qualifications that are recognised worldwide. The experience of studying abroad and its associated benefits is also important for most students.

Key words: International marketing, higher education, South Africa, postgraduates, undergraduates.