Statistical Analyses of the Attitude of Interested Parties to Marketing Strategies of Azerbaijan Universities

Abstract

Purpose: The purpose of this study , which examines the quality of educational services and the attitude of interested parties to the marketing strategies applied to increase this quality, is to determine the satisfaction provided by the quality of educational services defined by revealing the expectations of stakeholders in the position of customers from these educational services during the application of the marketing strategy related to educational services. When studying in the context of the quality of education in Azerbaijan, the main purpose of the study is to study the attitude of stakeholders to the marketing strategies applied in the education sector of our country. Method: Our study is made up of people who are over 16 years old and are studying in Azerbaijan's higher education institutions. The questionnaire method used for data collection will be effective in obtaining direct information from the respondents. The survey process was carried out in a visual form. 409 people participated in the survey. Most of the respondents are between 16-40 years old. In order to avoid any loss of information, it was mandatory to answer all the questions that will be used in the analysis, and for this reason, the mentioned 213 respondents answered all the main necessary survey questions. The data collection process took place from January 8, 2024 to January 28, 2024. The survey consists of 56 questions and is divided into 2 parts: demographic questions and statistical questions. Quantities corresponding to the questions were calculated in SPSS. Results and Discussion: By evaluating the results and impact of marketing strategies in the field of education in Azerbaijan, it can help to create prospects for development in the field of education and cooperation of interested partners in the region. Also, the main goal is to develop and analyze marketing strategies in the field of education in Azerbaijan and to clarify the role and influence of stakeholders in this process. All this can contribute to the development of more effective educational marketing strategies and a better education system. Research Implications: The conducted research and the results obtained through the research have a number of both theoretical and practical significance. So, since the application of marketing strategies in education and the attitudes of interested parties to these strategies - students and consumers - are comprehensively investigated, the results of this research will be more optimal. In this sense, the research carried out was prepared considering the level of satisfaction of the students, the factors affecting the choice of the educational institution, and the quality variables in education as factors affecting the marketing strategies in education.