As education is quickly moving from the product driven to the market driven, it is vital for the marketers to draw attention and get nearer to their potential clients. Therefore, it is essential for an educational institution to identify the factors that affects the student’s choice of higher education institution. Knowledge of those factors is imperative for competing and surviving in this competitive marketplace. Therefore, the objective of the current research is to explore the factors that affect the student’s choice of higher educational institution in Indian context. Based on expert interview and literature review, the researcher identified six antecedents (Location, Public Image, Employability of Graduate, Promotions, Fee Structure and Quality of Academic Programs) that affect student’s choice of higher educational institution. Data was collected from 454 students who were looking for a higher educational institution in Chandigarh Tricity region, India. Results of the structural equation modeling shows that location, public image, employability of graduates, promotions and academic quality has significant and positive impact on student’s choice of higher educational institution in India. However, fee structure of the institute has negative impact on the choice of a student regarding higher educational institution. The implications and limitations of the study is also discussed. The present study examines the various factors that affect the student’s choice regarding the selection of a higher educational institution in India context.
Volume 11 | 08-Special Issue
Pages: 2579-2590