In the United States, a postsecondary education is significant for economic success. The future job markets require advanced certifications in order to compete in the global market. The federal government emphasizes this importance with the completion goal to increase the number of college graduates by the year 2020. Community colleges have been targeted as a vital force in the education and preparedness of the American workforce. Amongst the student population, Latino students are the fastest growing ethnic group in the United States. In order to achieve that completion goal, it is projected that Latinos will need to earn 5.5 million more degrees by 2020. In the pursuit of postsecondary education, Latino students are choosing community colleges for postsecondary studies in comparison to other racial and ethnic groups. Though the research has examined the college choice factors that are influential in the postsecondary decisions of students, the literature lacks information on how each of these variables particularly influences Latino students to enroll at the community college as compared to other students. This study implemented a quantitative analysis to examine the college choice factors that were influential in Latino students to enroll at a rural community college in a highly-populated Latino service area in North Carolina. The college choice factors of the Latino students were compared to other students at a community college. The college choice factors and recruitment and marketing practices most influential with Latino students was examined. The results of this study provide information to recruiting and marketing strategies that are influential with Latino students to enroll at the community college for postsecondary studies. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]