International higher education is a big business for those countries which importing international students (Altbach, Philip G, 2004). In 2004, there are approximately 2 millions students study outside their countries; more than double the 2.1 million internationally mobile students in year 2000 and 5 million in 2004. With the trend of increasing 10% yearly, the Organisation of Economic C-operation and Development (OECD) predicted that there will be closed to 8 million by 2025 (Altbach, Philip G, 2004; U of Oxford, 2015). In UK, from year 2011 to 2012, there is estimated 10.7 billion of export earnings is generated from its higher education sector. And, among 10.7 billion, 3.8 billion was from expenditure on fees and lodging from non-EU students, and a further 3.4 billion was from expenditure on the services and goods bought off-campus by non-EU students (Kelly, Ursula, Iain McNicoll, and James White, 2014). Same as in united States America, international students contribute exceeded 12 billion to its economy every year (Altbach, Philip G, 2004). A proven success can also be found in Australia, education become the second-biggest export industry in Australia which worth eighteen billions Australia Dollars in 2015. In Australi, a quarter of the students are from abroad. Hence, in the 21st century, education plays an important role in contributing to the economic development of a country if the education system is well developed. "Education" has become the "need" but not "want" toward students nowadays, parents are willing to put more efforts to their children education if their financial background able to support them to do so, especially in China. From it starting opens to the world in 1978 until 2015, there are more than four millions China students studied abroad (Dominic Jackson, 2016). Hence, China is considered as one of the biggest source of international students in the world. As tertiary education is considered as one of the knowlidge-based industries, it sells the knowledge by providing the educational services to the consumers (students), thus, it is important to know consumers' preference, perceptions, intention and the decision making toward tertiary education in order to come out with more attractive marketing strategies and right approaches in the competitive international student recruitment market, especially for China market. With that, a survey was carried out which a comprehensive questionnaire was formulated and distribute physically and online to at least 3.7% of the total population of students from China who currently study at higher educational institution (HEI) in Malaysia estimated from early July to end of October 2017. The targeted students from China were randomly picked from those public and private HEI with students from China, for instance, UM, UTM, INTI University, Taylors' University, Sunway University, UCSI University, SEGi University, HELP University, First University College, etc. No age and programme type limited.