An Analysis of Choice Factors Influencing Word of Mouth Marketing Based Admissions in Management Institutions in Telangana

Abstract

Education is a vital service which fulfils the need for learning, knowledge acquisition newlinewhich are essentially considered as an intangible benefit which is an outcome of a set newlineof tangible features (like infrastructure) and intangible features (like expertise of the newlineteaching professionals, quality of teaching, teaching pedagogy etc). The payer of the newlineservices will have a tangible physical evidence to prove that the services exchange newlinetransaction he/ she has done but the actual accrued, which is the knowledge newlineaccumulation, remains purely intangible in nature. Higher education plays a vital role newlinein the personal growth and social wellbeing of an individual. It imparts and empowers newlineone to take prudent decisions in all their dealings. In this era of globalisation and the newlineuse of communication technology extensively, the need for university-educated newlineindividuals, especially management education professionals has been rapidly newlineincreasing and consequently, this has intensified the level of competitiveness between newlineexisting universities in offering such courses. Despite the increase in promotional newlineactivities and advertisements by the Business schools, Colleges and Universities, newlineword-of-mouth communication is still more effective for presenting various aspects newlinethat can influence consumers (i.e. students) decision-making processes. Education newlinebeing highly people oriented, Word of Mouth (WoM) Communication plays a very newlinecrucial role. The recommendations (WoM) made by the existing students/ their newlineparents,/alumni about academics, its infrastructure and various other services offered newlineby the Institution is the most trusted form of information to the students seeking newlineadmission into these courses.