HEI selection is an important decision for all aspiring students of higher education and it affects the commitment, motivation to study and career prospects. The present study investigates the factors responsible for student selection of different colleges and universities across Oman. Data has been collected through questionnaire which was both distributed physically and through online mode to students of three private universities and nine private colleges in Oman. The sample size was 300 and consisted of foundation and first year students in diploma and undergraduate courses. The scale items were subjected to reliability and validity checks. Reliability of scale has been tested using “Cronbach alpha”, “rho_a” and “composite reliability”. The Average Variance Extracted (AVE) was used to test both convergent and discriminant validity of scale. In the present study SmartPLS was used to test the research hypothesis. The relationships between Fixed College Characteristics and HEI selection decision; College Efforts to Communicate and HEI selection decision; Student Characteristics and HEI selection