Luận án TS: Yếu tố SV chọn Y Dược tại Hà Nội, cơ sở marketing (Bùi Văn Tú)

FACTORS INFLUENCING COLLEGE STUDENTS’ DECISION TO CHOOSE A SCHOOL IN MEDICINE AND PHARMACY IN HANOI CITY: BASIS FOR MARKETING PROGRAMS A DISSERTATION PAPER Presented to The Faculty of the School of Graduate Studies Central Philippine University, Philippines Iloilo City, Philippines In Collaboration with Thai Nguyen University, Vietnam In Partial Fulfillment Of the Requirements for the Degree DOCTOR OF MANAGEMENT (With concentration in Business Management) BUI VAN TU January 2024 i ACKNOWLEDGMENT The researcher would like to express my most profound gratitude and appreciation to the following persons, who in one way or another, helped to make this study a reality: Dr. Bui Thi Minh Hang, my supervisor for sharing her expertise in research for her valuable suggestions, corrections, and recommendations from inception stage up to the final stage of completion. The members of the Evaluation Committee for their valuable inputs and recommendations that significantly contributed to make this dissertation a reality. The Faculty of Graduate Program of Central Philippine University (CPU) for their constant encouragement to work towards the final completion of this research.

Institute of International Education of Thai Nguyen University of Economics and Business Administration (TUEBA) for supporting this research. My familly, friends and colleagues for their constant encouragement and moral support that provided me with proper motivation to work towards the completion of this study. The Researcher ii LỜI CẢM ƠN Nghiên cứu sinh xin bày tỏ lòng biết ơn sâu sắc nhất tới những người đã giúp đỡ thực hiện nghiên cứu này: Tiến sĩ Bùi Thị Minh Hằng, người hướng dẫn của tôi vì đã chia sẻ kiến thức chuyên môn về nghiên cứu cũng như những gợi ý, chỉnh sửa và đề xuất có giá trị từ giai đoạn khởi đầu cho đến giai đoạn hoàn thành cuối cùng. Các thành viên của Hội đồng đánh giá về những ý kiến đóng góp có giá trị của họ, góp phần quan trọng để làm cho luận án này thành hiện thực.

Khoa Sau đại học của Đại học Central Philippine (CPU) vì sự khuyến khích không ngừng của họ để NCS nỗ lực hoàn thành nghiên cứu này. Viện Đào tạo Quốc tế Trường Đại học Kinh tế và Quản trị Kinh doanh Thái Nguyên (TUEBA) đã hỗ trợ tôi hoàn thành nghiên cứu. Gia đình, bạn bè và đồng nghiệp đã luôn động viên, giúp đỡ về mặt tinh thần, tạo cho tôi động lực thích hợp để cố gắng hoàn thành luận án. Nghiên cứu sinh iii DECLARATION OF AUTHORSHIP I hereby declare that this doctoral thesis was carried out by myself under the guidance and supervision of Dr.

Bui Thi Minh Hang. The data and figures presented in this doctoral thesis were for analysis, comments, and evaluations from various resources by my own work and had been duly acknowledge in the reference part. In addition, other comments, reviews and data used by authors, and organizations had been acknowledged, and explicitly cited. I will take full responsibility for any fraud detected in my thesis (if any).

Author Bui Van Tu iv LỜI CAM ĐOAN Luận án này là công trình nghiên cứu của cá nhân tôi, được thực hiện dưới sự hướng dẫn khoa học của TS. Bùi Thị Minh Hằng. Các tài liệu, số liệu trình bày trong luận án tiến sĩ này là sự phân tích, nhận xét, đánh giá từ nhiều nguồn tài liệu do chính tôi thực hiện và đã được ghi nhân hợp lệ trong phần tài liệu tham khảo. Ngoài ra, các nhận xét, đánh giá và dữ liêu khác được sẻ dụng bởi các tác giả và tổ chức đã được ghi nhận và trích dẫn rõ ràng.

Tôi xin hoàn toàn chịu trách nhiệm về mọi gian lận được phát hiện trong luận án của mình (nếu có). Tác giả Bùi Văn Tự v TABLE OF CONTENTS ACKNOWLEDGMENT .ii DECLARATION OF AUTHORSHIP. iii LỜI CAM ĐOAN.iv TABLE OF CONTENTS .v LIST OF TABLES. viii LIST OF FIGURES .1 Background of the study .2 Objectives of the study .1 Chapman’s Model of Student Choice .2 Hossler and Gallagher Choice Model .3 Perna Choice Model .7 Operational Definition of Terms.21 Significance of the study.8 Scope and Limitations of the Study.22 Chapter 2: REVIEW OF LITERATURE AND RELATED STUDIES.1 The concept of students' decision to choose a school .2 Factors influencing student choice decision.2 Empirical related studies.2 Respondents of the study .1 Inclusion and Exclusion Criteria .3 In-Depth Interview .3 Validity of questionnaire.4 Reliability of the Questionnaire .5 Data – Gathering procedure .6 Data – Processing Procedure .7 Data Analysis Procedure.71 Chapter 4: RESULTS AND DISCUSSION .1 Description of study area.

Characteristics of the study area.2 Profile of Respondents. Descriptive statistics of independent variables. Descriptive statistics of observed and the differents of two group .4 Regression model results .5 Differences in the dependent variable according to their demographic variables .6 Marketing Implications for Marketing Program Use .108 Chapter 5: SUMMARY, CONCLUSIONS AND POLICY RECOMMENDATIONS. Limitations of study .7 The research contribution .136 APENDIX 02: IN – DEPTH INTERVIEW.140 viii LIST OF TABLES Table 1.

Summarize the factors influencing students' decision to choose a collge. The number of respondents are surveyed in five supermarkets. Description of In-depth interview sample. Comments of experts.

Scale of Awareness of the suitability for the training major Variables. Scale of Learning outcome Variables.6 Scale of Parents’ Education Level Variables. Scale of Location Variables. Scale of Training program Variables.

Scale of Facilities Variables. Scale of Benchmark Variables. Scale of Perception of the cost of studying Variables. Scale of Financial Support Variables.

Scale of Schools’ Reputation Variables. Scale of Information Variables. Scale of Job opportunities Variables. Scale of Other people's opinions Variables.

Cronbach’s Alpha Reliability Test for Factors. Admission results of ASEAN College of Medicine and Pharmacy for the period of 2019-2021. Admission results of Hanoi College of Medicine and Pharmacy for the period of 2019-2021. Admission results of HPC period 2019 - 2021.

Admission results of Hanoi College of Industrial Economics period 2019-2021. Two-sample test proportions of Sex. Two – sample t test of Age. Two-sample test proportions of Ethnicity.

Two-sample t test of Student learning outcomes. Results two-sample t test for Perceived characteristics of students' suitability with their majors. Results of two-sample t test for Features of the training program. Two-sample t test of Location proportions.

Results two-sample t test of Characteristics of facilities of medical colleges. Two-sample proportion test of The relevance of the benchmark with the student's ability. Results two-sample t test of Reputation of medical colleges. Results two-sample t test of Job opportunity.

Results two-sample t test of Tuition fees. Results two-sample t test of Tuition policy. Results two-sample t test of The level of advertising, admission counseling. Results two-sample t test of Opinions of people around influence students' choice decisions.

Education level of student's parents. KMO and Bartlett's Test. Results of factors affecting students' decision to choose a school. Results of the level of marginal impact of factors on students' decision to choose a school .103 x LIST OF FIGURES Figure 1.

Influences on Student College Choice. Choice University of high-achieving freshmen (Bogdan and Biklen's (2003). College choice process. Research model of Nguyen Thi Minh Huong (2021).

Research model of Nguyen Thanh Phong (2013). Research model of Nguyen Minh Ha, Huynh Gia Xuyen, Huynh Thị Kim Tuyet (2011).101 1 Abstract This study, which aimed to determine the factors influencing college students’ choice majoring in medicine and pharmacy: basis for marketing programs for period 2021 - 2022, utilized the descriptive - correlational research design. Eleven-variables of three group variables (school related factors, student factors, significant people) were constructed to measure the factors influencing college students’ choice. Data was collected in 3 colleges in Ha Noi City, Viet Nam.

The respondents in the study were 400 students who are studying in 3 colleges in Ha Noi City. The convenient sampling method was also used to ensure that respondents proportionately represented. The percentage, mean, and stadard deviation were employed for descriptive sattistics. The t-test, pr-test, Pearson’s and Probability regression were used for inferential statistics, all set at 0.05 level of significane.

The results indicated that the student’ choice was significantly influenced by factors of Result’ studying, Bench mark, Job opportunities, learning expenses, information communication, significant person. In wich, it revealed some significant positive relationship with student’ decision such as: Bench mark, Job opportunities, Learning expenses, Information communication, Significant person. In contrary, Result’ studying has significant negative to student’choice. In addition, students' decisions were also observed to have statistically significant differences between gender, age and ethnic groups.

Theoretically, this study supports the view that factors will influence student’s choice. Research results will provide useful information for university administrators to help them develop effective marketing programs to improve enrollment.1 Background of the study The study of behavioral intention and influencing factors is a topic of interest to many researchers in economics. Research has been conducted in various fields with many different governance implications. The results are diverse and depend on the research context factors (research field, research aspect, research area, etc.

Some studies can be mentioned such as Nguyen Thi Thanh Thuy and Nguyen Thi Minh Hoa (2017), Nguyen Phuoc Quy Quang et al (2021), Nguyen Thi Kim Chi (2018), Nguyen Phuong Toan (2011), Nguyen Thi Minh Ha et al (2011). Research on the decision to choose a college of medical students has not received the attention of researchers in Vietnam so far. College is changing rapidly with the leading trends such as massification, marketization, privatization, and digitization. Enterprises, universities, and colleges have adapted to the more competitive environment by improving educational services and corporate governance (Mok, 2007).

Some colleges/universities have enhanced or changed their structures to operate efficiently and respond on time while available resources are increasingly scarce (Ball, 1998). As service providers services, colleges/universities need to increase their competitive advantage by better responding to stakeholders' interests and increasing needs, including high school students (high school), students, parents, recruiters, etc. In recent years, in Vietnam, colleges' admission has faced many difficulties, because of the fierce competition from universities, with a more dominant degree. Especially in medicine and pharmacy as a special field, quality factors should be prioritized.

Many colleges/universities fail to implement the enrollment quota plan. The emergence of more multidisciplinary training universities has given learners more opportunities to choose career orientation. That has partly shared the enrollment resources of colleges. Besides, the trend of financial autonomy of public universities has forced these schools to increase enrollment 3 quotas, lower standards, and expand the training scale in different directions, which has created pressure on fierce competition for colleges in the admissions work.

In addition, colleges have focused more resources on communication campaigns to provide potential students with the necessary information and enhance the school's standing in society. But not all efforts to convey messages to attract students have been implemented in the right direction and effectively. The enrollment results of medical and pharmacy colleges in Hanoi in recent years have not met the enrollment target (approximately 40%). Specifically, in 2020, the enrollment of Asean Medical and Pharmacy College will reach 46.4%, in 2021 it will reach 39.66%, equivalent to more than 400 students.

Similar results with Hanoi College of Medicine and Pharmacy, in 2020 the school has 530 students enrolled, this number will decrease to 370 students in 2021 (Admission Office of ASEAN College of Medicine and Pharmacy and Hanoi College of Medicine and Pharmacy, 2021). These are the two schools with the best enrollment results in the group of Hanoi Medical and Pharmacy colleges. Meanwhile, better enrollment results were recorded in the group of colleges of economics and engineering, the number of students enrolled was 2 to 3 times higher than the number of medical students.