College Tuition Survey: Reimbursement Programs Can Impact Brand Perception

Starbucks just announced a new program to benefit its employees by providing free college tuition within select areas of study. Though not the first company to offer tuition reimbursement, the program has gained a lot of attention especially due to rising education costs. What do people think about tuition reimbursement plans and about the cost of college tuition in general?

college tuition

College Tuition

In Ask Your Target Market’s latest survey, 35% of respondents said they already have a college degree, and another 35% have attended some college. Just 4% said they have not attended any college but plan to do so in the future. And 27% have no plans to attend college in the future.

In general, just 4% of respondents said they think the current college tuition rates in the US are very reasonable. 11% think they are somewhat reasonable. 21% said they are somewhat unreasonable. And 54% consider college tuition in the US to be very unreasonable. The remaining 11% were unsure.

Tuition Reimbursement

Of those who have attended college, 6% said that their employer covered all of their expenses. 9% said that their employer covered some of their college expenses. 64% said their employer didn’t cover any of their college expenses. And 22% either didn’t have an employer or didn’t have college expenses that needed to be covered by one.

Consumer Opinions

But it isn’t just employee morale and education levels that can be impacted by such a program. Businesses that offer college tuition programs could also see some improvement in brand perception from their consumers. 39% of overall respondents said that learning a company covers college tuition for its employees definitely leads to a more positive opinion of that company. 43% said that programs like the one Starbucks launched recently can somewhat improve their opinion of a brand. 13% said it wouldn’t much impact their brand perception. And just 5% said they wouldn’t think any more highly of a company upon learning that it covers college tuition for its employees.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Governor O’Malley Speaks at College Tuition Rally at Lawers Mall from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on June 23 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.