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social role to which the individual aspires [5]. There infrastructure, teaching methodology, examination
are several people who influence a students institute pattern etc. A peer group of friends, is both a social
decision, but their degree of impact on students group and a primary group of people who have
varies from school to school [6]. similar interests, age, background, or social status.
They prefer to talk about school and their careers
II. PEOPLE FACTOR OF SERVICE MIX with their parents and other interpersonal
The tradition four Ps marketing approaches work relationships with their peers [12]. Peer influence is
well for goods but additional elements require dependent upon variables of friendship closeness,
attention in service business; People, Physical high school track placement, race, and gender
Evidence and Process. Because most services are composition of the relationship [13]. Intuition
provided by the people and experienced by the reinforces the finding that peers who are
people by their motivation and behavioural academically-oriented are an asset for career
characteristics, they make a huge difference in aspirations [14]. Peer influence for these youths
customer satisfaction. This is the main principle of appears to be the most influential factor in the
service management; By the people for the people. decision about institute [15]. But if those peer effects
Parents: The home setting is a particularly rich and are asymmetric so that students at different levels of
ongoing source of information for college-educated behaviour or characteristics are influenced
families [8]. The collision between the worlds of differently by their interaction with others, then peer
institute and of home and family must be understood effects introduce an issue of economic efficiency,
by institutions as lower-income students become too. Taylor (1992) is of the belief that friends' advice
more prevalent [9]. Many studies have connected is the major source of information influencing
parent support and encouragement to institute plans students' choice of tertiary educational institutions.
[10]. Parents are main source of financial aspects; School / Coaching teacher: Students do report the
however, their support is determined by the desire for a quality high school counsellor who
education level. When parents lack firsthand might guide them through a process that seems
institute knowledge and have limited financial and daunting, complicated and time-consuming [16].
social resources, they consequently have a lessened School counsellor can increase the confidence of
capacity to facilitate institute planning [11]. families who may otherwise shy away from the
According to Hossler, Schmit and Vesper (1999), institute. Parents' discussions with counsellors are a
parental support was a key factor in influencing significant step toward in making institute decision,
students' aspirations to go onto college. Typically, which highlights the benefits of cultivating early
students whose parents did not attend positive parent-counsellor relationships [17].
college/institute graduation find it more difficult to Students who do not have family members who have
address the issues related to choose, chances, and attended institute often look towards the school as
application needs when it comes to college. their main support. The school creates the
Typically, these students begin thinking about environment closest to the institute setting for these
institute much later than do students who have students. School and coaching teachers act as a
parents and family members who have attended career advisor.
higher education institutions. Staff of Institute: While there are undoubtedly
Brothers & Sisters: When parents are not educated numerous factors that influence to enter the technical
or unknown about the institutes, the supporting education, the relationships built during formal and
information is provided by the siblings. However, informal counselling exercises adopted by the
graduate elder siblings or undergoing graduate institute can affect personal decisions. Counselling
siblings have a major role in the decision of by institute staff is necessary for students when
selection. In rural area where the parents are preparing for institute, as they are the measures of
uneducated and are unable to provide information, service delivery. "We know that counsellors
elder siblings play a vital role even; they become a influence students' aspirations, plans, enrolments,
financial source for the pre-students if they are and financial aid knowledge. Meeting frequently
employed. with a counsellor increases a student's chance of
Relatives: Relatives are contacted, particularly those enrolling in a four-year institute, and if students,
are residing in urban area, as they supposed to have parents, and counsellors work together and
more knowledge on the institutes and programs. communicate clearly, students' chances of enrolling
Students contact their relatives for getting in college significantly increase". An institution's
information on cost involved in the related education own members of staff, through telephone
and for knowing number of colleges/institutes conversations and email correspondences to
available in the urban area and compare them with prospective students, also play a major role in
the budget. influencing student choice decision.
Friends / Peer: If students are exposed to other Management of Institute: Management people are
individuals such as friends, who have studied in that the in-direct source of influencers. These people are
institute, students will often rely on those individual the main service providers in the education services.
for their valuable guidance on campus life, Here, pre-students may not approach management
people, however, pre-students have a perceived time, pre-student himself is not capable of taking
value or an image for the management and brand of decision without making a contact with the network
the institute. Management people communicate their of information sources. They make coalition, a
culture, style and brand through their publications, temporary alliance to get this information. Coalition
sponsored programs, paid and non-paid sources of is defined as a group of an interacting group of
advertisements and social events. Pasternak (2005) individuals, deliberately constructed, independent of
pointed out that the information given by the the formal structure, lacking its own internal formal
management through institution's own printed structure, consisting of mutually perceived
materials is also very influential in student choice membership, issue oriented, focused on a goal or
process. Despite numerous sources of information, goals external to the coalition and requiring
there is still a general lack of adequate information concerted member action.
for prospective students and their parents to make
meaningful comparisons among universities offering Conceptual Model Segmentation Vs Service
the same or similar academic program, due to poor Mix: Conceptual M odel: Segmentation Vs People M ix
and less informative and promotional materials Reference Group
in touch with the service and facilities of the institute. Geographical Segmentation
They are the real word of mouth for the institute as
Demographic Segmentation
well as for the pre-students. But, their positive
message delivered to the pre-student will depend on
the type of experience they are receiving. However, Fig. 1: Conceptual Model adopted and modified
families reveal a growing trend in which current- from Riley - A buyers decision-making process,
students commonly identify parental encouragement 2012
as a primary reason for deciding selection of institute
[18]. Pre-student approaches current-students to III. RESEARCH METHODOLOGY
update recent information regarding the institute as
The objective of this research was to find out
all other resources may provide old information
peoples influence, which is a referred group for a
regarding the institute. Again, they may verify the
student, on the geographic and demographic
information provided by the other resources with the
characteristics in selection of technical educational
current-students. Pre-students often associate
institute for a student. A qualitative research
themselves with other individuals who have
through a survey was made. It comprised of a
experienced the same cultural and social experiences
structured questionnaire sent through e-mail to the
and compare their institute going behaviours with
current-students enrolled and passed-out students
those who are attending institute now.
(alumni) belonging to the technical institutes
Alumni (Post-Students): Alumni are the finished
affiliated to North Maharashtra University. Sample
product of the educational institutes. They had
size (n) was calculated at 95% Confidence Level for
experienced a service and are in the perfect position
which Standard Normal Variate (Z) is 1.96 & at
to tell the value of that service in the present market.
Standard Error (e) of 0.03 by
Alumni share common characteristics and interest
with the pre-students. Pre-students take information n=Z2 (p)(1-p)/e2 where n = Sample Size to be used
from the Alumni for the future scope and value of for this study, N = unknown population, p =
educational program provided by the institute. Estimated Portion of Population N. For p = 90%, n
However, opinion and the information provided may comes out to be 553. However, sample size of 649
be different from alumni to alumni depending on the was selected by quota sampling from technical
services and the level of satisfaction the alumni institutes offering different programs in engineering,
received from institute. pharmacy and management & different students
Pre-Student themselves: Pre-students take their (Current as well Post-students) based on their
decision mostly after collecting all information from location of native place, gender, fathers
all available sources and compares them with their qualification, occupation and income and technical
personal factors. Most pre-students after collecting educational program. The questionnaire comprised
primary information from school teachers, friends, of geographic and demographic factors of students
family prefer to visit directly to the concerned with questions measuring influencers impact on the
institute to verify physical evidence. They interact selection of technical institute on a scale ranging
with administrative staff as well as faculty of the from 0 to 5, where value zero, was no influence at
institute on academic or financial aspects. Pre- all and value five, was most influence. The
students look for institute settings that are consistent characteristics of the sample is described as below;
with their own environment and culture. Most of
Effect of Parents Occupation Sector on Influencers technical educational institute. The calculated chi-
- square value for contingency table for parents
income group on the all influencers is >0.05 for all
Table 3 shows the responses based on parents groups of income. Based on chisquare test we
occupation sector on influencers impact in the reject H1.and can conclude that there is no
selection of technical educational institute. The difference between students whose parents income
calculated chi-square value for contingency table for belonging to various income groups in accepting the
parents belonging to education sector and non- impact of all influencers for selection of technical
educational sector and responses on the all educational institute.
influencers is >0.05. Based on chisquare test we
reject H1 and can conclude that there is no Effect of Technical Program on Influencers
difference between students whose parents
belonging to education sector and non-educational Table 5 shows the responses based on technical
sector in accepting the impact of all influencers for program in which the students are admitted with the
selection of technical educational institute. impact of influencers in the selection of technical
educational institute. The calculated chi-square value
(Table 3: Chi-square Test for Association for contingency table for technical program in which
performed with Minitab17: Parents Occupation the students are admitted and responses on the
Sector Vs Impact of Influencers; Mean of responses Siblings influencer is p=0.022 which is significant
received for the influencers based on students at 0.05 i.e. p is <0.05. Based on this chisquare test
parent occupation sector) we accept H1 and can conclude that there is
Table 4 shows the responses based on parents pharmacy students have more impact of Siblings
incomes on influencers impact in the selection of influencers on
selecting technical educational institutes than place Vs Impact of Influencers; Mean of responses
engineering students. Similarly, we can say that received for the influencers based on native place
there is difference in engineering, management and Figures in bold are significant at 0.05. (p <0.05;
pharmacy students in accepting impact of confidence level 95%)
influencers; Relatives, Alumni Institute Staff, Similarly, we can say that Previous teachers,
Management People and Pre-students themselves Institute staff, Management People and Pre-
with p=0.024, p=0.006, p=0.005, p=0.002 and students themselves with p=0.017, p=0.012,
p=0.017 respectively, which is significant at 0.05 as p=0.014, and p=0.038 respectively, which is
p<0.05. significant at 0.05 as p<0.05, have more impact on
the students who differs in the distance of their
However, based on chi-square test, there is no institute from their native place in selecting technical
difference between the students admitted in educational institute.
engineering, management and pharmacy on the
impact of Parents (p=0.178), Peer/Friends However, based on chi-square test, there is no
(p=0.083), Current-students (p=0.136) and difference between the students who varies in the
Previous teachers (p=0.557) where p value is >0.05. distance of institute and native place on the impact
We reject H1 for this cases. of Parents (p=0.427), Relatives (p=0.762),
Peer/Friends (p=0.184), Current-students
(Table 5: Chi-square Test for Association performed (p=0.673), and Alumni (p=0.376), where p value
with Minitab17: Choice of technical Program Vs is >0.05. We reject H1 for this cases.
VI. CONCLUSION 1 Cann, C.W., & George, M.A. (2003). Key elements of a
successful drive toward marketing
Marketing is most effective when its strategy making. Journal of Marketing for Higher
message is tailored to the audience the institute Education, 13(1&2), 115
wants to reach. This method of refining specific 2 Howe, N. & Strauss, W. (2000) Millennials rising: the
groups with a message that is clear and useful to the next great generation (New York, NY, Vintage
Books).
recipients is called targeted marketing by Lewis RG and Smith DH. op.cit
3
segmentation. Knowing students based on their A Magaud and Robert M Krone (2002). Managing quality
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geographic & demographic factors can be a for higher education: A Systems Perspective. P 70-72.
powerful strategy for developing technical institutes ISBN 978-87-403-0205-9