Ruth D. Fernandez1 and Haidee C. Bautista1
1Faculty, School of Natural Sciences, University of Baguio, Baguio City, Philippines
A decline in the number of students choosing college after the K-12 program affects colleges and universities nationwide. The study identified the level of agreement of UB college first-year students on reasons for choosing UB and examined the relationship of high school strand and the chosen school. The study is a quantitative descriptive survey on the profile of UB college freshmen using total enumeration. Only students who were willing to take part in the study and completed the questionnaires were included, which made up a total of 1,837 first-year college students enrolled during the 1st semester of SY 2018-2019. This study utilized a self-made questionnaire. Results showed that female gender outnumbered the male and LGBTQ population in the UB freshmen profile. The University attracted more students from the private high schools and STEM strand and was famous to students from provinces and cities outside Baguio City. Majority of freshmen chose programs of the School of International Hotel and Tourism Management. There is no correlation between high school strand and school of choice. College freshmen chose UB because of its remarkable academic history, location, diverse program offerings, and open-door policy. Choosing UB is dependent on the inherent individual qualities of the college freshmen as well as on the characteristics and services of the University of Baguio. The University could revise its marketing strategy to attract and retain students.
Keywords: college choice, freshmen, marketing, program offerings, University of Baguio
February 8, 2021
UB RJ Vol. 44, No. 1 2020