To understand the buying and decision making behaviour of a student while selecting a college. To know the preference of medium for information search. To realise the effectiveness of various marketing and promotion media. To evaluate the role of parents in taking decisions. To find the best medium for communication and interaction with the students in terms of Advertising/Marketing.

2. Objectives
• To understand the buying and decision making
behavior of a student while selecting a college.
• To know the preference of medium for
information search.
• To realise the effectiveness of various marketing
and promotion media.
• To evaluate the role of parents in taking
decisions.
• To find the best medium for communication and
interaction with the students in terms of
Advertising/Marketing.

3. Strategy of the Study
• Designing a Questionnaire that can reveal the buying
and decision making behavior of the students at every
stage
• Questionnaire should also reflect the impact of online
advertising in decision making
• Questionnaire should also give an idea of proper
media mix for effective communication and
conversion
Questionnaire

4. Strategy of the Study
• Questionnaire should reach different areas and
segments for balanced proportion of students from
various areas
• Questionnaire should be easy to understand, access and
fill
Questionnaire

5. Strategy of the Study
• We divided the questionnaire in 4 parts and
mapped it with buying and decision making
stages
Questionnaire Implementation
Awareness
Information
Search
Evaluation
of
Alternatives
Conversion
Link of Questionnaire

6. Strategy of the Study
• We designed the soft copy of questionnaire so that we
can send it through mail to different locations
• We also printed hard copies of questionnaire for
campus visit fill-ups
• We developed Online questionnaire so that people can
access and fill the questionnaire from laptop, mobile,
iPad etc.
Questionnaire Implementation
Link of Questionnaire
Link of Online Questionnaire

7. Strategy
• We visited colleges in Delhi and NCR to get the
questionnaires filled
• We have sent questionnaire on various areas of India
(mostly Semi Urban) and got it filled and received some
scanned filled copies also
• We leveraged social networking sites and email to get
our online questionnaire filled from all across India.
Candidate Mix

8. Strategy
• We got 1400 questionnaire filled from student ranging
from 12th grade to Graduates all across India.
Candidate Mix Result

9. Challenges
• As we have received questionnaire from different areas
and sources, it was very important to validate and
verify the data we received.

10. Challenges
• As we received most of the questionnaires from online
medium therefore during development we have
programmed it in such a way that it not only fetch the
data filled but also fetch the IP address (Unique to
every device) as well.
• We execute a program and deleted all the record having
more than one same IP Address.
Verification Strategy

11. Challenges Verification Strategy

12. Challenges
• For offline/hard copy questionnaire we posted a thank
you mail to all the email id and the all the email id on
which mail not get delivered we deleted all those entry
Verification Strategy

13. Challenges
• Now we have 1105 verified data for study and
analysis.
Result
Link to data

14. Analysis
• Respondent Age Group
General Details
9%
80%
11%
Age Group
Upto 18 18-25 25-40

15. Analysis
• Respondent Gender
General Details
30%
70%
Gender
Female Male

16. Analysis
• Respondent Qualification
General Details
4%
14%
61%
21%
Qualification
Seeking for Admission in Undergraduate Programme
Seeking for Admission in Graduation Programme
Graduation
Under Graduate

17. Firstly let us understand what attracts
students most in the colleges that leads them
to search, evaluate different colleges and
which are the criteria when fulfilled that take
admission.

18. Analysis
• Rate the importance of the following in
accordance of you selecting the college?
Factors
23%
12%
20%
11%
20%
14%
Importance
Placement Infrastructure Faculty Location Affiliation fee

19. Analysis
• Rate the importance of the following, according
to which you select a college – Under Graduate
17%
13%
17%
14%
17%
22%
Importance
Placement Infrastructure Faculty Location Affiliation Fee
Factors

20. Analysis
• Rate the importance of the following, according
to which you select a college – Graduate
24%
11%
20%
10%
21%
14%
Importance
Placement Infrastructure Faculty Location Affiliation Fee
Factors

21. Analysis
• What attracts you more in a college curriculum?
90%
10%
Attracts the Most (Curriculam)
Practical Aspect Theoretical Excellence
Factors

22. Analysis
• What attracts you more in a college curriculum
– Under Graduate
90%
10%
Attracts the Most (Curriculam)
Practical Aspect Theoretical Excellence
Factors

23. Analysis
• What attracts you more in a college curriculum
– Graduate
90%
10%
Attracts the Most (Curriculam)
Practical Aspect Theoretical Excellence
Factors

24. Analysis
• Factors that are most important to student in general
are
• Placement
• Affiliation
• Faculty
• Fee
• Infra-structure and location fall in low priority
• Graduate students are more concerned about Placement
(Career Oriented) where as Undergraduate students are
more concerned about Fee (Value for Money)
Factors Findings

25. Analysis
• Every group of students prefer practical knowledge
over theoretical knowledge
Factors Findings

26. Analysis
• Marketers can consider these important factors in while
communication to the target students.
• For general advertisement and Graduate Courses,
Placements should be highlighted
• For Undergraduate courses, Value for Money should be
highlighted
• In website and articles practical aspect should be
highlighted in course curriculum
Factors Findings

27. Analysis
• What type of advertisement medium attracts
our TG the most?
Awareness
14%
14%
30%
32%
10%
Attraction toward Advertisement
Print Out Door Internet Television Radio

28. Analysis Awareness
• What type of advertisement medium attracts
our TG the most? – Under Graduate
12%
17%
31%
33%
7%
Attraction toward Advertisement
Print Out Door Internet Television Radio

29. Analysis Awareness
• What type of advertisement medium attracts
our TG the most? – Graduate
6%
23%
32%
29%
10%
Attraction toward Advertisement
Print Out Door Internet Television Radio

30. Analysis
• From which source do you come to know about
a college?
Awareness
3%
21%
4%
22%
7%
2%
7%
7%
26%
1%
Most Influencial source of medium
Education Portal Internet Search Magazine
Newspaper Ads Outdoor Radio
Refrence Social Networking Site TV Ads
Website Ads

31. Analysis Awareness
• From which source do you come to know about
a college? – Under Graduate
2%
13%
3%
31%
6%
4%
6%
11%
22%
2%
Most Influencial source of medium
Education Portal Internet Search Magazine
Newspaper Ads Outdoor Radio
Refrence Social Networking Site TV Ads
Website Ads

32. Analysis Awareness
• From which source do you come to know about
a college? – Graduate
3%
24%
4%
19%
8%
1%
8%
5%
27%
1%
Most Influencial source of medium
Education Portal
Internet Search
Magazine
Newspaper Ads
Outdoor
Radio
Refrence
Social Networking Site
TV Ads
Website Ads

33. Analysis
• How helpful are the emails that you get from
Institutes?
Not at all helpful
51%
Helpful
40%
Very helpful
9%
Email
Not at all helpful Helpful Very helpful
Awareness

34. Analysis
• How helpful are the emails that you get from
Institutes? – Under Graduate
Not at all helpful
52%
Helpful
46%
Very helpful
2%
Not at all helpful Helpful Very helpful
Awareness

35. Analysis
• How helpful are the emails that you get from
Institutes? – Graduate
Not at all helpful
50%
Helpful
38%
Very helpful
12%
Email
Not at all helpful Helpful Very helpful
Awareness

36. Analysis
• Have you ever clicked on banner ads to further
know about the college?
Yes
79%
No
21%
Banner Ad - Clicked
Yes No
Awareness

37. Analysis
• Have you ever clicked on banner ads to further
know about the college? – Under Graduate
Yes
82%
No
18%
Banner Ad - Clicked
Yes No
Awareness

38. Analysis
• Have you ever clicked on banner ads to further
know about the college? –Graduate
Yes
78%
No
22%
Banner Ad - Clicked
Yes No
Awareness

39. Analysis Awareness
• Internet and Television is more attractive for the target
audience
• Newspaper and Television are more effective in
terms of creating awareness in Under Graduate
audience
• Whereas Internet and Television are more effective
in creating awareness in Graduate audience
• Banner ads get clicked by both the audience
• Emails are not helpful for around 60% audience
Findings

40. Analysis Awareness
• Therefore Marketers can use Television medium for
general brand awareness
• They can target the Under Graduate category
through Newspaper
• And for the Graduate category Internet advertising
can be opted
• Banners having message related to important factors
have good potential in term of creating awareness
and it can be used in the place of emailers
Findings

41. Analysis
• What is your primary source to search the
information for Education Institutes? -
Information Search
5%
38%
49%
5% 3%
Primary Source of Information Search
Education Portal Internet Search
Newspaper & Magazine Refrence
Social Networking Site

42. Analysis
• What is your primary source to search the
information for Education Institutes? - Under
Graduate
Information Search
4%
45%
38%
5%
8%
Primary Source of Information Search
Education Portal Internet Search
Newspaper & Magazine Refrence
Social Networking Site

43. Analysis
• What is your primary source to search the
information for Education Institutes? -
Graduate
Information Search
5%
35%
52%
6%
2%
Primary Source of Information Search
Education Portal Internet Search Newspaper & Magazine
Refrence Social Networking Site

44. • Do the sequence of the listing of colleges have
any impact on you while searching on Google?
Yes
82%
No
18%
Sequence Matters
Yes No
Analysis Information Search

45. Analysis
• Do the sequence of the listing of colleges have
any impact on you while searching on Google?
– Under Graduate
Information Search
Yes
81%
No
19%
Sequence Matters
Yes No

46. Analysis
• Do the sequence of the listing of colleges have
any impact on you while searching on Google?
– Graduate
Information Search
Yes
82%
No
18%
Sequence Matters
Yes No

47. Analysis
• What kind of information do u actually look
for?
Information Search
17%
20%
15%
16%
18%
14%
Information Most Important
College Ranking Placement Fee Location Faculty Facilities

48. Analysis
• What kind of information do u actually look
for?- Under Graduate
Information Search
23%
9%
17%
16%
14%
21%
Information Most Important
College Ranking Placement Fee Location Faculties Facilities

49. Analysis
• What kind of information do u actually look
for?- Graduate
Information Search
5%
23%
18%
18%
21%
15%
Information Most Important
College Ranking Placement Fee Location Faculties Facilities

50. Analysis Information Search Findings
• For Searching the information all the target groups
prefer Newspaper and Internet Search.
• Education portals, Social Networking sites and
Reference is prefered by very few for initial
information search
• Students search mostly for college ranking and
placement details.
• The graduate group mainly search for placement and
faculty whereas the under graduate group mainly
focuses on college ranking and facilities as placements
are of less importance as compared to the former
group.

51. Analysis Information Search Findings
• So marketers can use Articles an Advertisements
related to Placement , Faculty and College Ranking to
advertise in Newspaper
• For Internet they can target both segments exclusively
by using search keywords related to Placements and
Faculty for the Graduate category and ranking and
Facility for the Under Graduate category.

52. Analysis
• Out of the following which will you prefer the
most to get the information about colleges
(Print Media)?
15%
17%
13%35%
20%
Print Media
Times of India (Education
Times)
Hindustan Times (HT
Campus)
Outlook
Educational Magazines
Others
Evaluation of Alternatives

53. • Out of the following which will you prefer the
most to get the information about colleges
(Print Media)? – Under Graduate
16%
24%
11%
34%
15%
Print Media
Times of India (Education
Times)
Hindustan Times (HT
Campus)
Outlook
Educational Magazines
Others
Analysis Evaluation of Alternatives

54. • Out of the following which will you prefer the
most to get the information about colleges
(Print Media)? – Graduate
15%
14%
14%
35%
22%
Print Media
Times of India (Education
Times)
Hindustan Times (HT
Campus)
Outlook
Educational Magazines
Others
Analysis Evaluation of Alternatives

55. • Out of the following which will you prefer the
most to get the information about colleges?
11%
26%
29%
34%
Prefrence
Consultants
Education Fair
Visiting the Campus
Coaching Centres
Analysis Evaluation of Alternatives

56. • Out of the following which will you prefer the
most to get the information about colleges? –
Under Graduate
9%
27%
29%
35%
Prefrence
Consultants
Education Fair
Visiting the Campus
Coaching Centres
Analysis Evaluation of Alternatives

57. • Out of the following which will you prefer the
most to get the information about colleges? –
Graduate
12%
25%
29%
34%
Prefrence
Consultants
Education Fair
Visiting the Campus
Coaching Centres
Analysis Evaluation of Alternatives

58. • Out of the following which will you prefer the
most to get the information about colleges
(Internet)?
29%
17%
16%
13%
25%
Prefrence
Google Search Other search Engines Official college websites
Education Portals Facebook Page
Analysis Evaluation of Alternatives

59. • Out of the following which will you prefer the
most to get the information about colleges
(Internet)? – Under Graduate
28%
17%
16%
12%
27%
Prefrence
Google Search Other search Engines Official college websites
Education Portals Facebook Page
Analysis Evaluation of Alternatives

60. • Out of the following which will you prefer the
most to get the information about colleges
(Internet)? –Graduate
30%
16%
17%
13%
24%
Prefrence
Google Search Other search Engines Official college websites
Education Portals Facebook Page
Analysis Evaluation of Alternatives

61. Analysis Evaluation of Alternatives Findings
For Evaluation and comparison between institutes the
target audience opts for the following medium :
Print Medium
• Educational Magazines instead of Newspapers
Offline Medium
• Discussing in Coaching Centres
Internet
• Google Search and Facebook Page instead of
Education portals and Official Websites

62. • How do you validate the information you get?
65%
2%
18%
6%
4%
5%
Validation
Reference Magazines Visiting the Campus
Counselling Consultants Coaching Centres
Analysis Conversion

63. • How do you validate the information you get?
– Under Graduate
56%
3%
21%
8%
6%
6%
Validation
Reference Magazines Visiting the Campus
Counselling Consultants Coaching Centres
Analysis Conversion

64. • How do you validate the information you get?
– Graduate
67%1%
17%
5%
5%
5%
Validation
Reference Magazines Visiting the Campus
Counselling Consultants Coaching Centres
Analysis Conversion

65. • How do you validate the information you get? -
Online
58%
6%
36%
Validation
Educational Portals Official college websites Social network
Analysis Conversion

66. • How do you validate the information you get?
Online – Under Graduate
52%
13%
35%
Validation
Educational Portals Official college websites Social network
Analysis Conversion

67. • How do you validate the information you get?-
Internet – Graduate
61%
2%
37%
Validation
Educational Portals Official college websites Social network
Analysis Conversion

68. • Which of the following medium you have or
planning to use for deciding the college?
Facebook Page
34%
Pagal Guy
11%Minglebox
5%
MBA Universe
23%
Management
paradise
17%
Siksha.com
10%
Medium
Facebook Page Pagal Guy Minglebox
MBA Universe Management paradise Siksha.com
Analysis Conversion

69. • Which of the following medium you have or
planning to use for deciding the college? –
Under Graduate
Facebook Page
39%
Pagal Guy
13%
Minglebox
3%
MBA Universe
13%
Management
paradise
24%
Siksha.com
8%
Medium
Facebook Page Pagal Guy Minglebox
MBA Universe Management paradise Siksha.com
Analysis Conversion

70. • Which of the following medium you have or
planning to use for deciding the college? –
Graduate
Facebook Page
33%
Pagal Guy
10%
Minglebox
6%
MBA Universe
26%
Management
paradise
14%
Siksha.com
11%
Medium
Facebook Page Pagal Guy Minglebox
MBA Universe Management paradise Siksha.com
Analysis Conversion

71. Analysis
• Which medium do you trust the most for
getting the information about any college?
Conversion
Education
Magazines , 27
Consultants, 18
Education Fair , 35
Visiting the
Campus, 33
Coaching Centres
, 30
Google Search, 30
Official college
websites, 21
Education Portals,
29
Facebook Page,
12
0 5 10 15 20 25 30 35 40
Trust
Trust

72. • Which medium do you trust the most for
getting the information about any college? –
Under Graduate
Education
Magazines , 27
Consultants, 30
Education Fair , 35
Visiting the
Campus, 33
Coaching Centres
, 30
Google Search, 30
Official college
websites, 21
Education Portals,
14
Facebook Page,
19
0 5 10 15 20 25 30 35 40
Trust
Trust
Analysis Conversion

73. • Which medium do you trust the most for
getting the information about any college? –
Graduate
Education
Magazines , 20
Consultants, 22
Education Fair , 17
Visiting the
Campus, 19
Coaching Centres
, 30
Google Search, 21
Official college
websites, 9
Education Portals,
41
Facebook Page,
21
0 5 10 15 20 25 30 35 40 45
Trust
Trust
Analysis Conversion

74. • Whose suggestions / answers do you trust on
social networking sites or education forums?
Students
72%
Faculty
9%
Alumnus
10%
Consultants
3%
Others
6%
Analysis Conversion

75. • Whose suggestions / answers do you trust on
social networking sites or education forums? –
Under Graduate
Students
75%
Faculty
6%
Alumnus
11%
Consultants
2%
Others
6%
Analysis Conversion

76. • Whose suggestions / answers do you trust on
social networking sites or education forums? –
Graduate
Students
71%
Faculty
10%
Alumnus
10%
Consultants
3%
Others
6%
Analysis Conversion

77. • How helpful are the answer that you get by
discussing on Education forums or social
networking sites?
Not at all helpful
55%
Helpful
15%
Extreamly helpful
30%
Analysis Conversion

78. • How helpful are the answer that you get by
discussing on Education forums or social
networking sites? – Under Graduate
Not at all helpful
54%
Helpful
32%
Extreamly helpful
14%
Analysis Conversion

79. • How helpful are the answer that you get by
discussing on Education forums or social
networking sites? – Graduate
Not at all helpful
45%
Helpful
36%
Extreamly helpful
19%
Analysis Conversion

80. Analysis Conversion Findings
Offline Validation Preference
• Education Fair
• Visiting the Campus
Online Validation Preference
• Social Networks
• Education Portal
Trust
• Education Fair (Offline)
• Education Portal (Online)

81. Analysis Conversion Findings
Top Education Portal Preference
• Management Paradise
• MBA Universe
Preference for Query Answer
• Other Students

82. Analysis Conversion Findings
• For Offline validation marketers can leverage education
fare and can use the option of interacting with target
students.
• For online validation better option is to answer the query
of under graduate and graduate students on educational
portal on behalf of students
• The reply that marketers provides on educational portal
needs to improve and be more convincing.
• Facebook page can be integrated with open discussion/or
student councelling cell managed by students.

83. Analysis
• What extent your parents influence your
decision to get admission in a particular
college?
Decision Influencer
Highly Influential
78%
They Just Suggest
22%

84. • What extent your parents influence your
decision to get admission in a particular
college? -Under Graduate
Highly Influential
81%
They Just Suggest
19%
Analysis Decision Influencer

85. • What extent your parents influence your
decision to get admission in a particular
college? Graduate
Highly Influential
67%
They Just Suggest
33%
Analysis Decision Influencer

86. • Which medium your parents prefer to search
information about any institute?
Internet
83%
Print Media
17%
Analysis Decision Influencer

87. • Which medium your parents prefer to search
information about any institute? – Under
Graduate
Internet
81%
Print Media
19%
Analysis Decision Influencer

88. • Which medium your parents prefer to search
information about any institute? – Graduate
Internet
83%
Print Media
17%
Analysis Decision Influencer

89. • Parents influence the decision to a great extent
• Decision of undergraduate student get influenced
highly in comparison of graduate students
• Parents mostly use internet for information gathering
Analysis Decision Influencer

90. • Marketers have better option to educate and
influence the parents with the help of online
blog and article
Analysis Decision Influencer

91. Model
General
Content and
Advertisement Related to
• Placement
• Faculty
• Facility
College ranking,
Achivement and Awards,
Recent Placement, Faculty,
Facilities related article and
blog
PR Activity, , News related
to Achivement and
AwardS
Brand endorsement by
students
T.V
Newspaper & Internet
Search
Educational Magazine
Education Fair & Campus
Visit

92. Model
For Undergraduate – Value
for Money Oriented
Ad/Content
For Graduate – Career
Oriented Ad/Content
Keyword SEO/SEM related
to Ranking, Placement,
Faculty and Facilities
Article and Blogs related
to Career Oriented and
Value for Money Oriented
Seeding as a student on
Management Paradise
and Mingle Box
Banner Ad / Email
Internet Search
Article and Blogs
Educational Portal

93. Model
Influenced Users
People normally take
1-4 days to review
the offerings and
compare
People normally
take longer time to
review the
offerings
Search & Seek for information
through Google organic (SEO) &
Google paid (SEM).
Keywords
• Ranking
• Placement
• Career oriented
Active Seekers
Information is good for them but
they are not searching for it
directly.
Need to push info by being
present where they go through
paid media. (Banner Advertising)
Advertising objective for this
segment:
• Reach
• Awareness
• Create mind space
Passive Seekers
By clicking on the organic links, user visit to
the comparison & reviews sites/blogs
ONLINE SALES PLATFORM FOR
FINAL CONVERSION
Influence & engage users on the comparison &
reviews sites/blogs
Landing Page
Contact form and Highlights about
Ranking/Placement/Faculties/Facilities
SEM/SEO
TrafficTraffic
Paid Media
Leads Generated
• Retargeted through sliced communication
based on behaviour patterns (mailers)
• Passed on to the offline sales team for
conversion
Retargeting: All landing page
visitors have shown intent
and are potential customers.

94. Thank You!
Vivek: +91 9560710871 | Gautam: +91 9873942229 | Rahul: +91 9990272001
Millennium School of Business | 9B, Rajendra Park, Pusa Road, New Delhi - 110060