Students Journey to Higher EducationWhat do Sri Lankan students look for and how do they select a higher education service provider?

Syndicated Report by,

Sparkwinn Research May 2019

Image credit : http://nchs.edu.lk

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Study OverviewObjective : To understand Advanced Level students perception & attitude towards their

higher education related choices.

What do students look for when selecting an institute to pursue

their higher education?

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Which institutes do they prefer? Why?2

Country of choice for higher education and reasons for preferring 3

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Sample Profile : Who were interviewed for the study?

Age Spread

13% 87%

Socio Economic Class

SEC B SEC A

15% 72% 13%

17Yrs. 18Yrs. 19Yrs.

Males

56%

Gender

Females

44%Base: All Respondents (205)

Face to face interviews were conducted in Colombo during the period of March/April ’19,

among 205 students following the local curriculum in Leading Schools*.

26%

53%

21%

Tamil

Sinhala

English

Medium of Study

45%

25%

18%

6%

6%

Commerce

Bio/Science

Mathematics

Technology

Arts

Stream of Study

*Students from Royal, Thomas, Ananda, Nalanda, D.S, Hindu College, St.Peters, St.Josephs, St.Benedicts Thurston, Isipathana, Lumbini, President’s College, Metho, Bridget’s, Bishop’s, Hindu Ladies, Ramanathan, Ladies College, Sujatha, Devi Balika, Gothami and Anula are interviewed for Survey.

Study Methodology: Interviews were conducted at

leading tuition centers in Nugegoda, Havelock Town,

Borrella, Kotaheha and Wellawatte . Sample selected

is a representation of who are following higher studies

in private education institution. i.e. Those who belongs

to higher socio economic class and studying at leading

schools

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What do students look when choosing a

higher education institute?

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Reputation Campus facilities Affordability

Student’s select a place to pursue higher studies based on an institutions

‘Reputation, Facilities and Affordability’.

Top 3 Factors students look when choosing a higher

education institute

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Prestigious reputation, campus environment and affordability plays a key role as students select an institution to further their studies.

Facilities available

Reputation of the institute / university

Affordability

Affiliation with a foreign university

Potential employment opportunities

Standard of the Lecture panel

Campus environment / atmosphere

Easy to Complete

Availability of easy payment schemes

Uninterrupted education (no strikes)

Recommendation from colleagues/friends

UGC Recognition

53%

57%

48%

40%

36%

40%

33%

25%

19%

18%

5%

14%

Q: What factors you would consider important when selecting an institute/university for yours higher education in Sri Lanka? (CIRCLE ATLEAST 3 or MORE FACTORS)

Key

Fac

tors

Campus Environment

AffordabilityInternational Recognition 35%

Accessibility / distance to travel 28%

Factors considered when selecting a higher education service provider

Base: All Respondents (205)

Reputation

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Parents are the key influencers followed by friends/siblings.

69%

17% 15%7% 4% 4% 2%

Parents Friends Brothers/sisters Teachers Seniors Relatives Neighbours

Multiple Response Answers Q: Who influence the most when it comes to making decision /selecting an institute/University for yours higher education in Sri Lanka?

Who influences regarding their higher Education Decision?

Base: All Respondents (205)

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Students heavily use and rely on social media when choosing their university.

58%

Social Media News Paper

35%

Television

38% 14%

Radio Word of Mouth

19%

Base: All Respondents (205)

Influencing Information Sources

Multiple Response Answers Q: What are the sources you look into when it comes to selecting an institute/university for yours higher education in Sri Lanka?

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Where do they prefer to study?

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42%

29%

16%13%

Academic Professional Both at the sametime

Don’t Know

Majority prefers to pursue Academic courses, and aiming for the conventional aspirations – doctor, engineers etc.

Q: After completing A/L’s, which type of education option you would prefer to choose?

Preferred Education type

22%

20%

16%

16%

11%

4%

4%

3%

3%

Medicine

Engineering

Management

Accountancy

IT / Computer

Human Resources

Marketing

Fashion designing…

Hotel Management

Popular Streams

Base: All Respondents (205)

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92%

8%

4%

4%

Engineering

Mathematics/statistics

IT / Computer

Marketing

83%

8%

6%

3%

Medicine

Biochemistry

Genetic Engineering

Biotechnology

35%

35%

14%

6%

6%

5%

3%

Management

Accountancy

IT / Computer

Human Resources

Marketing

Hotel Management

Economics

38%

25%

13%

13%

8%

Fashion designing / Textile

Arts

Human Resources

Hotel Management

Home Science

56%

34%

10%

IT / Computer

Engineering

Management

Bio Stream Math Stream

Commerce Stream Arts Stream Technology Stream

Commerce / Arts and Technology stream students open for diverse stream of choices

Base: All Bio Steam Students(52) Base: All Math Steam Students(37)

Base: All Commerce Steam Students(83) Base: All Art Steam Students(13)

Base: All Technology Steam Students(13)

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2%

3%

5%

5%

5%

8%

9%

9%

9%

9%

10%

10%

13%

15%

17%

28%

41%

43%

NCHS

EDULINK

RIC

KDU

CIRP

IIT

SAEGIS

Esoft

APIIT

ANC

ACBT

BCAS

ICBT

BMS

SAITM

NIBM

NSBM

SLIIT

Multiple Response Answers

Favourite HE Institutes

1%

1%

1%

1%

2%

2%

3%

3%

3%

3%

4%

5%

5%

5%

7%

7%

19%

21%

NCHS

EDULI…

KDU

ANC

RIC

CIRP

IIT

SAEGIS

APIIT

BCAS

Esoft

ACBT

ICBT

SAITM

BMS

NIBM

SLIIT

NSBM

Recommended Institutes

Single Response Answers

Being well known & Providing faculty / community experience with affordability are key reasons for SLIIT, NSBM, NIBM to become favourites

Base: All Respondents (205)

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Lower Infrastructure Higher Infrastructure

Most Favored

Least Favored

Student are looking for faculty experience as opposed to city based universities with limited infrastructure.

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Australia UK USA Canada

SingaporeRussia Malaysia India

59% 52% 37% 35%

13% 11% 5% 4%

Australia and UK are top destinations preferred by Students with regard to higher studies

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Further study option to extend stand and Sri Lankan community are key reason influencing destination choice

1. Further studying options

5. Relatives & Friends there

6. Beautiful Country / Atmosphere

3. Part time employment opportunities

4. Affordability

2. Standard of Education

24% 17% 14% 13% 8%

6% 14% 17% 5% 8%

11% 10% 16% 6% 0%

4% 6% 5% 8% 14%

22% 14% 8% 10% 6%

18% 8% 10% 7% 8%

59% 52% 37% 35% 11%

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Key Takeout

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Students seek conventional path to higher education for recognition. Students seek the conventional path to higher education, and avoid the road less travelled. Many aspire and consider careers in medicine, engineering and accounting as hope-filled endeavors. Parents are the key influencers on university education, and motivate their children to follow the conventional, safe route

Reputation, facilities and Affordability are key factors influencing their decisionCourses, university etc. are primarily chosen based on recognition/reputation. Best performing student’s aim to get into state universities, however, if that fails, they select semi state or private universities. In addition to that, affordability and enhanced student experience through university facilities also plays a major role in their decisions. Students prefer an all-inclusive university experience, at institutes based in the suburbs rather than studying at city-based education center with limited infrastructure.

Students heavily seek information through Social Media When students look for further details about an education institution, they visit Instagram and Facebook pages to look for additional contents. Instagram has a better appeal and relevance among A/L students. Television and newspapers also influence to a certain extent but not to the level of social media.

Australia and UK are top destinations preferredFurther opportunities to extend stay following studies along with a strong presence of Sri Lankan community are the key reasons influencing their decision. Canada is emerging as a top destination for further studies.

Key Take-outs

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Recommended Action Points

Communicate key Category Drivers

Reputation, University facilities and affordability needs to be highlighted with appealing content.

Go on Social Media, invest on digital content

Reach students through social media by developing appealing content to attract them

Communications need to appeal to parents

Parents play a significant role in their students decisions. Communications highlighting the key category drivers such as ‘reputation’ will be appealing.

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Need for appealing proposition, rather than highlighting city –based infrastructures

Student are looking for faculty experience as opposed to limited infrastructure in city based universities. City Universities need to communicate appealing proposition to attract students

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Affiliation is changing, Look for AUS, CANADA Affiliation

Australia, USA, Canada emerging as top destinations preferred by Students with regard to higher studies. It is important to have the right affiliations to appeal to students.

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About Sparkwinn Research

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About SparkwinnSparkwinn is an innovative research firm using both traditional & digital researchmethods to collect data. We provide compelling insights to help organizationsunderstand the dynamics of their consumers/industry better.

Our key strength is the ability to plan and execute any quantitative or qualitativestudy in any part of Sri Lanka. Sparkwinn’s promise is to inspire client with timelyand accurate insights at affordable cost.

Our research solutions help to answer key business questions as we probe deeper,highlight insights in the data and recommend actions using engaging reports withstrategic directions. Our key Solutions

1. Consumer Research 3. Training & Workshops2. Social Research

Our Solutions

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We operate the analytical story-telling site, Spaarklab, that focus on analyzing & interpreting complex data to derive the strong narratives that back our insights.

Our practice is rooted in the belief that research is ultimately about developing insights and action plans. It’s about finding and conveying the story in the data.

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Social Research ClientConsumer Research: International Clients

Consumer Research : Local Client

Brands we worked with……

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Data Collection by Trained Field team

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This document is prepared and issued by Sparkwinn Research (Pvt) Ltd based on information collected from student through a survey and other key informant interviews,believed to be correct. Although all reasonable care has been taken to ensure the contents of the report are accurate, Sparkwinn Research (Pvt) and/or its Directors,employees, are not responsible for the correctness, usefulness, reliability of same. You hereby waive irrevocably any rights or remedies in law you have or may have againstSparkwinn Research (Pvt) Ltd with respect to the document and agree to indemnify and hold Sparkwinn Research (Pvt) Ltd and/or its principal, their respective directors andemployees harmless to the fullest extent allowed by law regarding all matters related to your use of this document.

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