What Drives Study Decisions? Motives, Information Sources, and Determinants of Choice in Poland and Ukraine
Purpose: The aim of the article is to identify the key elements of the decision-making process of prospective students from Poland and Ukraine and to compare both groups at various stages of this process. Particular attention is given to the motives for pursuing higher education, the formal and informal information sources preferred by applicants, the types of information they sought, and the factors that had a decisive influence on the final choice of institution and program. Design/Methodology/Approach: The empirical part of the article is based on survey research conducted among 1,022 first-year students at Rzeszów University of Technology (Poland) and the University of Customs and Finance in Dnipro (Ukraine). Findings: The findings confirm that decisions to undertake higher education are primarily motivated by career-related considerations as well as the desire to acquire knowledge and develop personal interests. The relative importance of these motives, however, differs between the groups: Polish students emphasize pragmatic aspects such as employment prospects, whereas Ukrainian students are more strongly guided by cognitive and intellectual motivations. The study also revealed significant differences in the types of information sought and in the hierarchy of institutional factors shaping the final choice of studies. Practical implications: The results made it possible to formulate recommendations regarding the optimization of universities’ communication strategies, the effective selection of tools and content, and the building of positive relationships with both domestic and international applicants. They also contribute to the ongoing debate on the internationalization of higher education and the improvement of recruitment processes so that they better address the expectations and needs of international candidates. Originality/Value: The results may serve as a valuable starting point for further research on the effectiveness of university marketing activities in shaping applicants’ study choices and constitute a useful source of guidance for higher education management practice.