This descriptive study utilized a validated and reliable questionnaire to determine the profile, perception towards the identified eleven institutional image indicators, level of school choice in terms of rank and preference. It was shown that there were two types of students in terms of economic status. Respondents reported that they were informed mostly by those who had close tie relationship with them. They also disclosed that they preferred their school but it was ranked only as their second choice. Overall, they considered institutional image indicators in deciding to enroll in the school. Multiple regression analysis showed that tuition fee and scholarship and grants were the only institutional image indicators that could the influence level of school choice. Thus, the null hypothesis stating that institution image indicators, singly or in combination, do not significantly affect the level of school choice is partially rejected. Implications and further research were also presented.
['Rex Perez Bringula', 'John Noel C. Victorino']
Factors affecting school choice of computing students