Marketing Practices in Higher Education: Assam Vs Rest of India – A Parents’ Perspective

Authors

  • Dr. Priyanka Dhanuka Faculty of Commerce, Shree Bharati College, Dibrugarh, India.
  • Dr. Bipasha Chetiya Barua Assistant Professor, Department of Commerce, Dibrugarh University, India.

Keywords:

Commercialization, Privatization, Higher Educational Institutions, Perceptions, Educational Practices

Abstract

Due to commercialization and privatization of education, violation in the education sector has increased all over the country which has made it a luxurious product affordable by the high income group of consumers only. This has created problems for the middle and lower income groups of stakeholders in finding a guaranteed place in good HEIs. Literature reveals that there tends to be quite a significant section of the student population, hailing from the state, who move out to other parts of the country every year for getting higher degrees. Therefore this paper attempts to identify whether there exists any difference between the parents’ perception of educational practices in HEIs within and outside Assam.

The Population of the study is confined to the parents belonging to six professional groups within the geographical area of Dibrugarh Town, employed in government and semi- government organizations with an average salary ranging from Rs. 15,000 to Rs. 50,000 and above per month, considering them to be a representative section of people who can afford higher education of their wards within or outside Assam. The impact of educational practices as per parents’ perception has been calculated on the basis of impact index. The questionnaire constructed was based on the 7 Ps of service marketing which were analysed in context to the topic under study.

References

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Fornell, C. Rust, R, T. and Dekimpe, M,G. (2010). The Effect of Customer Satisfaction on Customer Spending Growth. Journal of Marketing Research. 47(1). pp 28-35

Moore,G. (2006). Managing ethics in higher education: Implementing a code of embedding virtue? Business Ethics: A European Review. 15:(4) . pp. 407-418.

Altbach, P. (ed) (2002). The decline of the guru: The academic profession in developing and middle-income countries. Palgrave. New York.

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Published

01-11-2021

How to Cite

Dr. Priyanka Dhanuka, & Dr. Bipasha Chetiya Barua. (2021). Marketing Practices in Higher Education: Assam Vs Rest of India – A Parents’ Perspective. International Journal of Management Studies (IJMS), 5(2(6), 41–55. Retrieved from https://researchersworld.com/index.php/ijms/article/view/1856

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Articles