This document summarizes a student research project that surveyed attitudes toward attributes of the Indian Institute of Plantation Management (IIPM). It administered a questionnaire to 60 students to measure beliefs and evaluations of 5 attributes: infrastructure, placements, academics, extracurricular activities, and student factors. Using the Fishbein model, it calculated attitude scores for each attribute. Placements and academics received the highest scores, while infrastructure and extracurricular activities received the lowest. In conclusion, while IIPM is known for its academics and placements, it could improve infrastructure and extracurricular opportunities to better compete with other business schools.

1. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
Page1
A
Class Assignment
ON
“Student Attitude Measurement for IIPM”
Submitted By:
Alive Jenny Valet (17-PGDM-ABPM-45)
Sharath S Kumar (17-PGDM-ABPM-34)
Shekhar Jyoti Das (17-PGDM-ABPM-35)
Sirajuddin Ahmed (17-PGDM-ABPM-37)
Babbure Sachith (17-PGDM-ABPM-03)
PGDM-ABPM (2017-2019)
Submitted to:
Dr. S. John Manoraj
Consumer Behaviour
Indian Institute of Plantation Management, Bengaluru

2. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
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1. INTRODUCTION
The Indian Institute of Plantation Management (IIPM), Bangalore, India, is India's apex
educational institution set up by the government of India to provide research, training and
education in the agricultural sector. In November 1993, the institute was established as an
autonomous educational institute of higher learning. It is jointly sponsored by Commodity Boards
of India viz., Coffee Board, Tea Board, Rubber Board, Spices Board and Plantation Associations
viz., UPASI and India Tea Association (ITA). The Institute is today a Centre of excellence which
acts as a think tank and an intellectual resource base for the plantation and associated agri-business
sector. It is an exclusive sectoral school of management based on a new model of intensive
institute-industry interaction.
Attitude as one of the internal environmental factors, can affect a person's decision to purchase the
product. Consumer attitude is a response or assessment given by consumers consistently, favorable
or unfavorable, positive or negative, like it or not, agree or not to an object. Attitudes have
significance role in making marketing decisions and there is a strong tendency to assume that this
attitude as the most powerful factor for predicting the future behavior and can help companies
predict product demand and to develop appropriate marketing programs. One's attitude toward the
product or service attributes may vary due to the belief and evaluation of the product or service
attributes. Besides, there are other factors that influence that will ultimately determine his interest
in buying a product, namely the external factors are reflected in the individual influence of others
(subjective norm) on the behavior of the decisions taken, such as family members, other people,
peers and vendors.
Thus the objectives of this study are:
1. To find out what attributes are considered important by students while seeking admission
in IIPM
2. To determine student attitudes towards service attributes of IIPM
3. To find out which one is more dominant factor in influencing the students decision in
taking admission in IIPM

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August, 2018
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2. METHODOLOGY
2.1 Research Instruments:
A questionnaire based on Internet Attitude scale which consists of 5 items describing each of
attributes- Infrastructure, Placements, Academic Scenario, Extra-Curricular Activities &
Student Related Factors.
The 5 items using a 5 point Likert-type scale, where strongly disagree=1, disagree=2, neutral
=3, agree=3 and strongly agree=4.
2.2 Sampling Technique, Size & Frame:
60 PGDM I & II year Students from Indian Institute of Plantation Management, Bengaluru were
selected with Simple random sampling Method.
2.3 Data Collection:
Data were collected through the online questionnaire sent to 60 PGDM I & II year Students from
Indian Institute of Plantation Management, Bengaluru
2.4 Limitation:
Limitation of study was that Reluctance on the part of the respondents to provide exact details.

4. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
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3. REVIEW OF LITERATURE
3.1 Definition of Attitude
According to Sumarwan (2004), attitude is an expression of feelings about the object whether
consumers like it or not, and also describes the attitude of consumer confidence in the various
attributes and benefits of such objects. Attitudes are statements or evaluative judgments relating
to an object, person or an event
.Meanwhile according to Schiffman and Kanuk (2008) attitude is a learned tendency to behave in
a way that pleasant or unpleasant to a particular object. There is general agreement that the attitude
of studied, such an attitude is related to purchasing behavior is formed as a result of direct
experience regarding the products, information was obtained verbally from others, or exposure by
advertising in mass media, internet and various forms of direct marketing.
3.2 Components of Attitude
There are three components of attitude by Sumarwan (2004), as follows:
1. Cognitive component (knowledge)
It is associated with trust (belief), ideas and concepts, such as knowledge about an object, beliefs
about the object or evaluative beliefs.
2. Affective component (emotional)
This involves one's emotional life such as feeling happy or unhappy about a situation, object,
person or concept.
3. Conative component (behavioral tendencies)
This is a tendency to behave or will behave to an object.

5. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
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4. FISH BEIN MODEL
Attitude theories illustrate that consumer attitudes towards a product will affect consumer behavior
or action against these products, marketers need to know the attitude of consumers towards the
products it markets, and then formulate strategies to influence consumer attitudes. Market research
or consumer research is one important activity to determine consumer attitudes toward an object.
Measurement of attitudes of the most popular used by consumer researchers is a model of the Multi
Attribute Attitude Model of Fishbein, which consists of three models: the attitude toward to the
object model, attitude toward behavior model, and the theory of Reasoned Action. (Sumarwan,
2004).
Attitude toward the object model is very suitable for measuring attitudes toward the class of
products (or services) or a particular brand. According to this model of consumer attitudes toward
products or specific product brand is a function of the presence (or absence) and evaluation of a
conviction or certain properties.
In other words, consumers usually have level of adequate properties and positive values, and they
have an unpleasant attitude towards the brands they feel do not have adequate levels of undesirable
traits or have too many properties negative or undesirable (Schiffman and kanuk, 2008).
Furthermore, in this model Fihbein (1967) says that a person’s attitude toward an object is a
function of his belief that the object is associated with certain attributes and evaluative responses
that connected to that belief.
Mathematical formulation of the model of attitude toward the object, by Fishbein can be
formulated as follows:
According to Schiffman and Kanuk (2008), a model of attitude toward the behavior of individual
attitudes to behave or act against a specific object, rather than attitudes toward the object itself.
The appeal of attitudes toward behavioral model is that this model looks a little closer to the actual
behavior rather than attitudes toward the object model.
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6. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
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5. DATA ANALYSIS & INTERPRETATION
The data analysis is done by using the fish bein model for which the attitude is measured by
multiplying averages of the belief & evaluation of that particular attribute.
So the respective attributes are
i) Infrastructure
ii) Placement
iii) Academics
iv) Extra-Curricular Activities
v) Student Related Factors
We use 5 point scale for attitude measurement and number are given as follows
Strongly disagree = 1
Disagree =2
Neutral =3
Agree = 4
Strongly Agree = 5
So using the fish bein model we analyze the given data obtained from the respondents

7. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
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5.1 DATA ANALYSIS & INTERPRETATION (INFRASTRUCTURE)
Belief on infrastructure attribute (Bi)
Evaluation of Infrastructure Attribute (Ei)
Average of 60 response for (Bi) = 2.91
Average of 60 response for (Ei) = 3.72
Putting the value in the fish bein model we can calculate the attitude towards the infrastructure of IIPM
I.e. 2.91 X 3.72 = 10.82 (Bi x Ei)

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August, 2018
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5.2 DATA ANALYSIS & INTERPRETATION (PLACEMENTS)
Belief on Placement Attribute (Bi)
Evaluation of Placement Attribute (Ei)
Average of 60 response for (Bi) = 3.54
Average of 35 response for (Ei) = 4.11
Putting the value in the Fishbein model we can calculate the attitude towards placement in IIPM
I.e. 3.54 X 4.11 = 14.54 (Bi X Ei)

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August, 2018
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5.3 DATA ANALYSIS & INTERPRETATION (ACADEMICS)
Belief on academic factor attribute (Bi)
Evaluation on academic attribute (Ei)
Average of 60 response for (Bi) = 3.55
Average of 60 response for (Ei) = 4.49
Putting the value in the fish bien model we can calculate the student attitude towards academic scenario
in IIPM
I.e. 3.55 X 4.49 = 15.93 (Bi X Ei)

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5.4 DATA ANALYSIS & INTERPRETATION (EXTRA CURRICULAR ACTIVITIES)
Belief on Extra Curricular Activities Attribute (Bi)
Evaluation of Extra Curricular Activities Attribute (Ei)
Average of 60 response for (Bi) = 3.35
Average of 60 response for (Ei) = 3.89
Putting the value in the fish bien model we can calculate the student attitude towards extra-curricular
activities in IIPM
I.e. 3.35 X 3.89 = 13.03 (Bi X Ei)

11. Group 9 – Section 1 Indian Institute of Plantation Management 17th
August, 2018
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5.5 DATA ANALYSIS & INTERPRETATION (STUDENT RELATED FACTORS)
Belief on Student Related Factors Attribute
(Bi)
Evaluation of Student Related Factors
Attribute (Ei)
Average of 60 response for (Bi) = 3.66
Average of 60 response for (Ei) = 4.16
Putting the value in the fish bien model we can calculate the student attitude towards student related
factors while selection of IIPM
I.e. 3.66 X 4.16 = 15.22 (Bi X Ei)

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6. RESULTS & DISCUSSION
By Addition of the all point of attribute we can find the student attitude towards the IIPM
i.e 10.82 + 14.54 + 15.93 + 13.03 + 15.22 = 69.54
So the attitude towards IIPM is 69.54
These research findings have several implications, including a relatively positive student attitudes
towards service attributes that attach to IIPM. The results of the analysis of consumer attitudes
towards product attributes with Multi-Attribute Approach Fishbein, it can be concluded that the
service attributes are attached to the student attitude towards any institute.
Based on the evaluation of the interests of (Ei) shows that all the attributes considered by
consumers are all positive with a value above 10 out of a total score of 25 from each attribute.
Overall, Students basically concentrated on the academics & Placements more than any other
attribute which have received a scoring of 15.93 & 14.54. While the rest of the attributes and
specifically the Infrastructure & Extra-Curricular Activities have received the lowest scoring of
10.82 & 13.03.
This has proved the fact that in PG Studies and specifically while pursuing a professional course
like PGDM, Students concentrate on the educational part of the course rather than the recreational
part and even if extra-curricular activities & Infrastructure are part of the Institutional Culture but
the duration of 2 years makes it an easy go for the students to look towards obtaining Good
Education & Placements rather than worrying about recreation or infrastructure

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August, 2018
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7. CONCLUSION & SUGGESTIONS
Specifically in the case of IIPM the students joining this institute give more attention towards the
Placement & Academics part thus proving the fact that somewhere or the other the institute is
lacking in the front of infrastructure & Extracurricular Activities.
IIPM is very well known for its academic exposure & good placement opportunities but it
shouldn’t lose out on infrastructure & Extracurricular activities and should try concentrating in
this areas to compete on par with other B Schools of the country.
So further commenting on this issue it can be suggested that the Institution should look after
upgrading the infrastructure and further renovation activities along with building new blocks to
accommodate rising number of students.
While on the part of the Extra Curricular Activities the Institution must go for organizing National
& International Level Seminars & Meets to provide its students good exposure of the corporate
world and to make students industry ready.
As far as Placements & Academia is concerned the institution has a very high growth rate and so
the Institution need not worry about this attributes but it must rather seek to look after improving
the quality of placements & academia more since there is always room for improvements. Such as
higher packages along with more international accreditations
Thus considering all the above initiatives IIPM can compete with the top Management Institutions
in the Country and also contribute to the overall growth of its students & the nation.
Future research is suggested in the sampling and questionnaires used to disseminate research sites
should use larger object and evenly distributed throughout the IIPM and should involve even the
faculty, board of governors & important members of the institution, there is a need to expand the
research area so that it does not remain limited.