Unveiling College Selection Factors: A Study of Management students in Indian Private B-Schools

Abstract

This study examines the factors influencing the choices of management students in India when selecting private business schools. A sample of 161 students from the top 100 privatesas per the National Institutional Ranking Framework (NIRF). B-Schools in India were surveyed to explore the key determinants. The findings reveal that placement opportunities, location, and social media posts play a significant role in influencing students' selection of private business schools. The research emphasizes the importance of considering these factors when designing marketing strategies for private business schools in India. Additionally, it raises concerns about the growing impact of social media on the decision-making process. The study provides valuable insights into the decision-making behaviours of management students and offers implications for educational institutions and policymakers. These findings can be utilized by educational institutions to develop effective marketing strategies to attract prospective students and by policymakers to improve the quality of higher education in India. The study highlights the importance of targeting, segmenting, and positioning promotional strategies according to individual needs based on gender, class, and SECs. Overall, this study makes a valuable contribution to the body of knowledge on B-School enrollment and marketing and can be used by stakeholders in the education sector to improve their marketing and enrollment strategies.