Need identification of Business Administration students in selecting their field of specialization

Christian Michelle V. Cacho1 and Belen B. Apostol1
1Faculty, School of Business Administration and Accountancy University of Baguio, Baguio City, Philippines


Students of a university are the main customers of the institution. Their ability to realize that they need to acquire something from the company’s goods and services is something that every business owner hopes to achieve. For every customer’s decision to avail of goods and services, need identification must take place before availing any products from the market. Using the descriptive-survey method, this study identified the students’ considered in selecting their major under the Business Administration Program. A survey questionnaire was used to gather data on the needs identified by students in selecting their specialization, in the process changing their initial choice. A population sampling during the Second Semester of School Year 2018-2019 was utilized to determine the respondents. The data gathered from the answered questionnaires were treated using weighted mean, t-test, and ANOVA. The need that students considered when selecting their specialization in Business Administration was aligned with practical reasons. The factors they considered when changing their specialization are need for finance, information, and variety. The factors that can affect their decision are employability, self-fulfillment, and the ability to help others. Among the reasons for changing the students’ initial choice of specialization are employment availability and the availability of work abroad through the new specialization. The preparation of Senior high school students from public and private schools for college may not have covered the process of realizing their major choices.

Keywords: need identification, specialization, university, Business Administration program, decision

February 8, 2021
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