Impact on Tactical Management & Dynamics of the Brand image influencing students’ choices in higher education institutions in Maharashtra
Dr. Anil Jain, Associate Professor, Khushboo Satardekar, Research Scholar,
“Pacific Academy of Higher Education and Research University" (PAHER)
E-mail Id: khushboosatardekar@gmail.com
ABSTRACT
Over the last two decades, Maharashtra has transformed its higher education hub which has led to widespread access to low cost high quality university education for students of all levels. With well-planned expansion and a student centric learning driven model of application with highly competent faculty. Pune is the largest city in Maharashtra Now, Surpassing Mumbai by around 76 Sq.Kms. According to Indian Express, Pune has officially become the city with the largest geographical area in Maharashtra. Mumbai is no more the biggest city in Maharashtra. Pune has dethroned the 'city of dream' to claim the top spot. Pune awaits mega cities and is climbing the ladder of success in imparting world class education. The awareness of brand image increasingly becomes great importance in students’ choices towards higher education institutions. This study aims to investigate impact of tactical management & dynamics of brand image which influence the choices of students in terms of Higher Education under graduate & post graduate colleges in Maharashtra, Thane city. Focus group and paper-based techniques are applied to build questionnaire forming. Data Collection is done in two stages in the first stage a pilot survey was conducted to ascertain the research parameters and to test validity and reliability of the instruments used in the study. In the second stage primary and secondary data was collected. The surveys of 50 samples would be collected by G- form, Email, Interview by survey technique. The qualitative method of factor analysis and ANOVA are used for this study. The results show the positive significance of value chain, human resource quality, program quality, infrastructure, cost and reputation of the colleges to students’ choices. Besides, there is an influence between the type of job and students’ choices.
Keywords: Higher education, Education hub, Educational institutions, Tactical management, Brand image
