The Effect of Marketing Mix on Iranian EFL Learners' Enrollment Motivation

Taking the crucial role of marketing mix variables in firms' success into consideration, it also seems essential for educational institutes including English language institutes to give careful thoughts to other effective variables besides educational services. This paper sought to explore the effect of different marketing mix variables as product (educational services), place, price, promotion, people, physical evidence and process (7Ps) on Iranian EFL learners' decision about choosing a language institute and their loyalty. To investigate this issue 382 Iranian EFL learners from an English language institute in Isfahan, Iran were randomly selected as the study participants. After applying a five-point Likert scale questionnaire containing 28 items categorized in 7parts, gathered data were analyzed through the proper statistical procedure (one sample t-test) and learners' great consideration toward other variables except educational services was concluded. Based on the findings, some empirical and pedagogical suggestions were made to help institutes to absorb more learners.