Purpose: It is considered a mystery by many people that, despite charging significantly higher fees when compared to public institutions, research has shown an increase in the demand and enrolments at private higher education institutions. The purpose of this paper is to investigate the critical factors considered by students when deciding to make private higher education institutions their institution of choice. Design/methodology/approach: The study uses a case study approach and draws data from all the six private higher education institutions in Zimbabwe. Self-administered questionnaires were given to students representing at least 5 per cent of the student enrolment and representing all gender, study disciplines and levels of study from each university. Findings: Irrespective of gender, six main factors influencing student choice were identified to be, in order of priority: access and opportunity; promotional information and marketing; reference or influence by others; quality of teaching and learning; fees and cost structure, and finally academic reputation and recognition. Research limitations/implications: The research was focused on a case study of Zimbabwe. Practical implication: The study has implications on the way private higher education institutions market, manage and sustain the quality of educational provision. The study therefore provides private institutions with useful and practical insights on what students want in their institution of choice. This will assist these institutions in strategising in order to sustain or gain competitive advantage and to maximise on the increasing demand for private education. Implications to government and public institutions are also given. Social implications: The study recognises the critical role played by private universities in improving access and recommends African Governments who face financial and resource constraints to fund and expand public universities to encourage private higher education as a meaningful and viable way to improve access and provide higher education opportunities to potential students. Originality/value: The study contributes to the current dearth of literature on factors influencing student choice to study with private institutions.