A Comparative Study of Marketing Strategies Adopted by Various Edu-Tech Companies in K-12 Segment and Study of Perception and Preferences of Parents in Gujarat

A Comparative Study of Marketing Strategies Adopted by Various Edu-Tech Companies in K-12 Segment and Study of Perception and Preferences of Parents in Gujarat

Authors

Keshri Sunny Balmikiprasad, MBA Student, Parul University

Mayank Kumar Kirtanbhai Patel MBA Student, Parul University

Under the guidance of

Dr. Mohit Parekh, Assistant Professor, Parul University

ABSTRACT

This study offers a unique perspective by centering on the decision-making process of Gujarati parents in the educational technology (edtech) sector, particularly in the western region of India. Departing from traditional research that predominantly focuses on K–12 students, this study prioritizes understanding the viewpoints and preferences of parents. It aims to uncover the myriad factors influencing Gujarati parents' choices of edtech companies for their children, including the reputation of businesses, the quality of educational materials, interactivity, cost-effectiveness, and regional or cultural influences specific to Gujarat. Moreover, the research delves into the marketing strategies employed by edtech companies in Gujarat, seeking to discern how they adapt their tactics to resonate with Gujarati parents' needs. Utilizing digital tools like Google Forms for data collection ensures efficiency and convenience, while statistical analyses validate findings. Ultimately, the study endeavors to provide fresh insights into Gujarat's edtech market dynamics, enabling companies to tailor their products and marketing strategies to better serve Gujarati parents and their children.