Consumer path of freshman students of a higher education institution in Cavite using AIDA Model

This study investigates the consumer path of freshman students in a higher education institution in Cavite using the AIDA model (Attention, Interest, Desire, Action). Guided by marketing and consumer behavior theories, it sought to identify the touchpoints across students’ journey in their enrollment and determine whether these vary according to demographic profiles. Employing a descriptive-comparative quantitative design, the study surveyed 340 freshman students through stratified random sampling. Data were collected utilizing a self-made questionnaire, analyzed using descriptive statistics, ANOVA, and Pearson correlation. Results revealed that word-of-mouth and social media interactions were the strongest touchpoints in the Attention stage, program offerings and affordability shaped Interest, institutional reputation and peer influence heightened Desire, while flexible payment schemes and accessible enrollment procedures facilitated Action. Significant differences in touchpoints were observed when grouped by demographic variables such as age and place of residence. The findings show the applicability of AIDA in educational marketing, highlighting that HEIs can enhance recruitment and retention by aligning strategies with students’ decision-making journeys.