The paper is to examine the selection criteria by international students of their higher education at private higherlearning institutions in Malaysia. It focuses on factors which private international students considered importantin their decision of choosing Malaysia as their educational destination. A questionnaire was designed to include48 factors for selection of learning destination. Through judgmental sampling the data were solicited from 565international students using survey instrument. These were analyzed on principal components factor analysis toascertain factors related to their criteria to study in Malaysia. The results shown that six factors have a stronginfluence on international students’ decision-making process, namely, quality of learning environment,influencers, customer focus, cost, facilities, socialization and location. Further, through MANOVA, it was foundthat customer focus and facilities are the main factors used by respondents in their choice decisions. Thesefactors should be considered by colleges’ managers to develop their marketing strategies in attracting foreignstudents to enroll at their institutions. It is also important for positioning strategy and strengthening higherlearning institution offerings to the foreign market.
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Padlee et al. (2010) studied this question.