Abstract
Referral marketing is being increasingly used in marketing of services, like education, finance & other hospitality services. As more and more private universities have come into existence. So all are trying to woo students to pursue variety of technical and non-technical courses offered by them, & referral marketing may be an Innovative tool in their marketing efforts.
 Referral marketing is using People as the new media for reaching prospective customers. In the context of Higher education in general the competition in private sector between institutions, is intensifying. In Education, students are seen as the customers. Some authors view the corporate as the customers of institutions and students as products. Education being a service and is people based, referral marketing is suitable & Offering incentives to encourage referral behavior is being practiced.
 This study basically focuses on revealing how colleges and institutions are using promotional tools to position their distinctiveness and what is the importance of Referral marketing in it. This study aims at to gauge the effectiveness of WOM. Ultimately how does incentive influence the referral behavior?.
Highlights
India's higher education system is the third largest in the world, next to the United States and China
The Higher education in India has different and divergent streams each of which is monitored by an apex body
Accreditation for higher learning is overseen by 12 autonomous institutions established by the University Grants Commission
Summary
India's higher education system is the third largest in the world, next to the United States and China. The Higher education in India has different and divergent streams each of which is monitored by an apex body. These apex bodies are indirectly controlled by the Ministry of Human Resource Development and are funded by the state governments. The main governing body at the tertiary level is the University Grants Commission, which enforces its standards, advises the government, and helps coordinate between the centre and the. Accreditation for higher learning is overseen by 12 autonomous institutions established by the University Grants Commission. As of 15.01.2016, India has 46 central universities, 342 state universities, 125 deemed to be universities, and 228 private universities, total 741 universities are there
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
