CUSTOMERS’ (STUDENTS’) PERCEPTIONS ABOUT 7Ps OF HIGHER EDUCATION MARKETING MIX

A higher education institution, like any other business institution, needs to satisfy its clients (students) in order to survive in the business/ service market. In today's competitive academic environment where students have many options available to them, factors that enable educational institutions to attract and retain students should be seriously studied. Higher education institutions, which want to gain competitive edge in the future, may need to begin searching for effective and creative ways to attract, retain and foster stronger relationships with students. Services marketing mix will help higher education institutions to shape their service offerings according to the needs of their customers/students. In the present study, 7Ps of Higher education Marketing Mix were studied among the 10 self-financing professional institutes of North Haryana. A descriptive survey method was used for data collection with the help of a self-structured & administered questionnaire on a sample of 500 students of education colleges (250) and management institutes (250). Findings of the study showed that there exists no significant difference between the perceptions of education & management students with t=0.85 (insignificant on 0.05 & 0.01 levels of significance) on overall assessment; But has significant differences on Product (t=3.03), People(t=3.35) & Process(t=2.01) while assessing the significant differences dimension wise