A questionnaire seeking information on the relative influence of patronage factors (characteristics of an institution), sources of influence (family, friends), and influential practices and media (recruitment tactics) was administered to 100 freshmen, to determine if reasons for attending Piedmont Technical Institute differed by age, sex, or race. Participants were equally divided between white (50%) and non-white (50%), male (47%) and female (53%); 63% were 18-22 years old, 22.9% were 23-29 years old, 7.3% were 30-35 years old, and 6.3% were 36 and older. Patronage factors influenced whites and non-whites, males and females relatively equally, and had the strongest impact upon the younger students. Sources of influence had more impact upon non-whites and younger students. Influential practices and media appeared more influential among non-whites, became less influential as participants increased in age, and influenced males and females relatively equally. Males were more influenced by patronage factors, females by partronage factors and sources of influence. The greatest significant difference was demonstrated among the four age groups, and recruitment strategies are recommended accordingly. The text is supplemented by 13 tables and the appended questionnaire. (LH)