Factors that influence on specialization selection in the bachelor of business administration: Special reference to university of Jaffna, Sri Lanka Rajumesh S.*, Kumaradeepan V* *Senior lecturer, Department of Marketing, University of Jaffna Online published on 1 August, 2019. Abstract Recent years, the number of students selecting their specialization for their bachelor degree is changing dramatically. The purpose of this research to understand the behaviour of the students towards their selection of specialization in their bachelor degree. This research pay attention to investigate the insight of the factors which influence on student's decision making in selecting their specialization. This qualitative research employs focus group interview of the third-year students from four specializations namely Accounting, Financial Management, Accounting, and Marketing from Faculty of Management Studies and Commerce, University of Jaffna. This methodology focused on data collection considering the four specializations for selecting specialization as their carrier choice. Results revealed that learning material, courses attended, assignments, perceived difficulty, teachers’ characteristics, entry requirements, advice of senior students, job demands, well paid job in the market, diversity of jobs, the curiosity, parents’ advice, peer pressure, department regulations, safe job after graduation, and gender-based job opportunities. Top Keywords Business Administration, Specialization, Undergraduate, Selecting Decision. Top |