Business Studies Journal (Print ISSN: 1944-656X; Online ISSN: 1944-6578)


Students perception about 7ps of higher education marketing mix in private universities in Uttarakhand

Author(s): Priya Saini, Swati, Pokhriyal AK

Purpose: This study aims to investigate how students perceive the seven ps of higher education marketing mix used by private universities.

Methodology: Data on a sample of 150 students majoring in business and management at private universities in Uttarakhand were gathered using a descriptive survey method and a modified questionnaire. The acquired data was assessed using statistical techniques including Mean, S.D., and t-test.

Result & conclusion: According to the study’s findings, all seven components of the higher education marketing mix are well-liked by students. The study also revealed that HE employs several marketing mix tactics for student recruiting. The programme, promotional strategy, location, cost, staff, and tangible proof all have an impact on the students’ decision to attend higher education.

Implication of the study: The findings have significance for university recruitment methods so that they can better understand the student selection process and how to cope with the factors that can shape students’ impressions. The university uses the 7ps of marketing mix, a group of controllable factors, to mould its market-facing offer.

Limitations of the study: This study has some drawbacks, including the time factors, non- probability sampling techniques, and the focus only on private universities.

Suggestion for future research: Researching each element of the marketing mix in depth could be beneficial.

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