The factors influencing attendance at Brandon University, Manitoba, Canada, by 1978 high school graduates were studied. Students who had participated in the Post-Secondary Demand and Enrollment Survey of November 1977 and had selected Brandon University as their first choice institution, and randomly selected students who had applied and been accepted by the university were studied. From these two samples, subgroups of students who subsequently attended the university (going) and who did not attend the university (not going) were compared. The study questionnaire attempted to determine the most important persons influencing the students' decisions to continue or not to continue higher education; events that occurred in high school and summer that might have some impact upon students' immediate plans in the fall; problem areas that students might encounter in their planning; and their educational objectives, career plans, and foreseeable obstacles in fulfilling their plans. Specific information was obtained on students' geographic origins, commuter status, summer employment, and degree of certainty as related to financing the first year of college and as related to achieving their aspirations. The dominant explanation for students not attending Brandon University focuses on insufficient funds. Among the factors that discriminated between the going and the not going groups were the following: preparation for a specific life style, teacher and parent influence, and ability to overcome problems. Recommendations to increase attendance are offered, including financial aid options and marketing efforts. (SW)