Abstract
This study aimed to analyse the factors considered by the learners in choosing a language learning centre in Myanmar as an overview of the competitive advantage in the rapidly transforming cutthroat and globalised market competition. Deductive approach was applied as the base of conducting the study with exploratory research design using survey questionnaire in which the related quantitative and qualitative questions distributed to 108 students. The qualitative and quantitative data interpreted revealed two prominent factors, TV advertising and financial factor, have no impact on the students’ selection decision. However, the other three factors, social media advertising, academic quality, and social influence, have significant impact on the students’ decision of selecting a language institute. The competitive advantages based on the user experience have been identified as well. Because the research area is limited to only five influential factors, the number of variables can merely cover the narrow scope of the research area to foreground the whole resemblance of the students’ selection behaviour and attitude. However, the results imply that competitive advantage in the highly competitive market requires strategic formulation of marketing strategies.
Keywords: academic quality, social influence, financial factor, social media advertising, television advertising, competitive advantage, language institute
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