Attention has been drawn to Open Distance Learning (ODL) as a mode for teaching and learning with the advancement in communication via the Internet. Education today has expanded the role of ICT in learning and knowledge generation, leveraging on Internet technology to transmit education across the country. Due to the advancement of technology and the introduction of ODL in education, a much heated competition among these private higher education providers in Malaysia has been created. ODL mode offers a flexibility form of learning. Learners of ODL tend to be more challenging to fulfill their needs as they have other commitments in life, therefore, these learners will have certain criteria when choosing their choice of learning education institution. The aim of this study is to investigate the vital attributes that contributes in choosing an ODL higher education institution in Malaysia and to explore the consumers' socioeconomic with consumers' willingness-to-pay fees. Although there are studies on the attributes that influence student choice of a university, but has failed to use the choice experiment method to examine the attributes that influence choice of ODL education provider. The sample population was 320 using face-to-face interview. The results would be able to provide highlight to ODL education provider in Malaysia to make the right marketing strategy.