3 reasons why students buy, even when the price is not a factor

By Riel Bo

Feb 8th, 2023

Students have a lot of choices in the international education industry. With so many educators and programs available, it can be difficult to understand what influences a student's decision to enroll.

While price is certainly an important factor, it is not the only thing that students take into account when making their decision. 

In this blog post, we will break down three other factors that can make a big impact (and the best part is they're all within your control!)



📋 Table of contents


Personal identity


Identity plays a significant role in consumer purchasing decisions. People often buy products and services that reflect or align with their personal identity, whether it be based on culture, language, religion, gender, or membership in a specific group or community.

As an agency or educator, you can foster a sense of belonging by connecting your company to your students’ identities and making it an integral part of their lives.

By identifying your target audience, aligning your agency or school's personality with them and ensuring that your website, your staff, your quotations, and the content you post on social media accurately represents this identity, you’ll see great results.


The search and buying process must be simple, accessible and stress-free


Convenience is a key factor behind consumer purchasing decisions.

In today's fast-paced world, individuals are constantly looking for ways to save time and reduce frustration. 

Students often feel overwhelmed when they first start looking for a school or agency. Unless they're given a recommendation, they'll mostly go with the one that looks most appealing at first glance and makes it easier for them to sign up.

Therefore, the user experience from the moment a student discovers your brand to the moment they receive the information they are looking for must be impeccable. 

Make sure your website and content are simple, easy to read, and straightforward, enabling interested students to find what they are looking for without having to waste time. Doing this increases your chances of success.


Be accessible


Availability is a crucial factor for students considering studying abroad. 

Many students rely on the programs presented to them by their agency and may not conduct additional research. This means agencies have a lot of power to influence customer purchasing decisions. If your school or program is not easily accessible, listed on the student's quote or the agency's website, it may not be top-of-mind for students during the decision-making process.

It is important for schools and institutions to ensure that their offerings are readily available and visible on the platforms agencies use to quote and promote programs (aka Edvisor 🤭). Ensuring the information is up-to-date and easily accessible increases the chances of being considered by potential students.



There are many more factors that influence the student's buying process (reputation, curriculum, testimonials, location, a supportive learning environment, career services, student services, extracurricular activities, and work opportunities…). 

The points mentioned above provide easy wins that are completely within your school’s control. These strategies can help you better position yourself to attract and retain students in this ever-changing marketplace.

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