Encouraging Enrolments by People’s Influence; A desperate need for Technical Education Evolution

  IJETT-book-cover  International Journal of Engineering Trends and Technology (IJETT)          
© 2017 by IJETT Journal
Volume-43 Number-3
Year of Publication : 2017
Authors : Mahajan P. T, Golahit S. B
DOI :  10.14445/22315381/IJETT-V43P222


Mahajan P. T, Golahit S. B "Encouraging Enrolments by People’s Influence; A desperate need for Technical Education Evolution", International Journal of Engineering Trends and Technology (IJETT), V43(3),130-137 January 2017. ISSN:2231-5381. www.ijettjournal.org. published by seventh sense research group

There is a rapid growth of technical education in last decade in terms of the no. of institutes and intake capacity in India but with improper and non-directional development. As per AICTE reports, there is noticeable gap in between the actual no. of enrolments and intake capacity of these institutes. In the year 2015-16, 46% of seats were vacant in Technical Education in India. Segmentation and ‘People’ factor of service mix is very important aspects in education services. The purpose of this paper is to highlight the influence of people mix on geographical and demographical factors of students in selecting technical educational institute. The study found that geographical and demographical factors of students are highly related with the people mix in selection of technical educational institute. Several studies have revealed that the marketing segmentation of technical education will be better developed if we consider geographical and demographical factors and then implementing people mix. It is found that there are some People mix - influencers - related to the institute and previous schools along with peoples associated with the students that are associated with geographical and demographical factors. So, it is useful to consider this association rather than considering only traditional factors. This article provides empirical support for the importance of such factors and their effect on educational choices. Different communication strategies of people mix can be used based on geographical and demographical factors which will proceed to not only growth but development of technical education in proper direction also. The paper represents new form of geographical and demographical factors with various people mix of educational service, that together affects students’ decision in selecting their technical educational institute.


1 Cann, C.W., & George, M.A. (2003). Key elements of a successful drive toward marketing strategy making. Journal of Marketing for Higher Education, 13(1&2), 1–15.
2 Howe, N. & Strauss, W. (2000) Millennials rising: the next great generation (New York, NY, Vintage Books).
3 Lewis RG and Smith DH. op.cit.
4 A Magaud and Robert M Krone (2002). Managing quality for higher education: A Systems Perspective. P 70-72. ISBN 978-87-403-0205-9.
5 Gerald Holton (2004). Robert K. Merton - Biographical Memoirs. Proceedings of the American Philosophical Society. 148 (4): 506–517.
6 Website Source: eduventures.com/2014/04/drives-students-enrolment-decisions.
7 Philip Kotler (2002). Marketing Management. Prentice Hall of India. New Delhi, Edition 11. 2002. ISBN-81-203-2088-2.
8 McDonough P.M. (1997). Choosing colleges: How social class and schools structure opportunity. Albany, New York: State University of New York Press.
9 Howard A. & Levine A. (2004). Where are the poor students? A conversation about social class and college attendance. About Campus, 19-24.
10 Conklin M.E., & Dailey A.R. (1981). Does consistency of parental encouragement matter for secondary students? Sociology of Education, 54, 254-262.
11 Thayer P.B. (2000). Retention of students from first generation and low income backgrounds. (ERIC ED446633). Opportunity Outlook.
12 Steinberg and Laurence (2010). Adolescence. New York: McGraw Hill. pp. 1–434. ISBN 978-0-07-353203-5.
13 Hallinan M.T. & Williams R.A. (1990). Students` characteristics and the peer-influence process. Sociology of Education, 63(2), 122-132.
14 Garg R., Melanson S., & Levin E. (1990). Educational aspirations of male and female adolescents from single-parent and two biological parent families: A comparison of influential factors. Journal of Youth & Adolescence. 36(8), 1010-1023.
15 Sokatch A. (2006). Peer influences on the college-going decisions of low socioeconomic status urban youth. Education and Urban Society. 39(1), 128-146.
16 Maduakolam I. (2000). Career development theories and their implications for high school career guidance and counselling. High School Journal, 83(2), 28.
17 Bryan J., Holcomb, McCoy C., Moore-Thomas C., & Day-Vines, N. (2009). Who sees the school counsellor for college information? A national study. Professional School Counselling. 12(4), 280-291.
18 Saenz V.B., Hurtado D., Barrera D., Wolf D., and Yeung F. (2007). First in my family: A profile of first-generation college students at four year institutions since 1971. Higher Education Research Institute.

People Mix, Marketing Segmentation, Technical Education (TE).