摘要：The purpose of the research is to identify the reasons, why students choose a particular university? For identifying these reasons objectives of the research are formulated on which investigation are carried out in a qualitative approach through in-depth interviews. The research helps researchers understand that which objective is considered most important by respondents when selecting a university for higher education. As a result of the research it can be stated that all sources; word of mouth, role of marcoms and other factors of choice have impact on student’s decision making process. But the most influential is word of mouth which has great significance for all interviewees. There are also other factors such as environment and social conditions that are the basis of positive word of mouth. The least important in accordance to the research seems to be the role of generic marketing communications such as advertisement when choosing a university.
关键词：in-depth interviews; university; higher education; student choice; choice of university; qualitative approach; word of mouth; generic marketing communications
