A Consumer Behavior project on Education Industry.

1. EDUCATION
INDUSTRY
CONSUMER
BEHAVIOR PROJECT

2. Education :
“The process of receiving or giving
systematic instruction, especially
at a school or university”.
Education industry :
It comprises of establishments whose
primary activity is education, including public,
not-for-profit and for-profit establishments.
Included are elementary and secondary schools,
colleges, universities and business schools.

5. Formation:
Established in 1947 as UGC that stands for
“University Grants Commission”.
Up-gradation:
Current form since 2000 as HEC that stands for
Higher Education Commission.
Registration:
Total number of recognized universities=127

6. •Primary Motive – Facilitating institutes of higher
learning to serve as an engine of growth for socio
economic development of Pakistan.
•Secondary Motive – To upgrade university and
colleges to be the focal point of higher learning of
education research and development.

7. Introduction:
“Universitas magistorum et scholarium”
that means community of teachers and scholars.
Definition:
“University is an institution of higher
education and research which grants academic
degrees in various subjects and provide both
undergraduate and post graduate degrees”.

8. Public Sector:
“A Public University is a university that is
predominantly funded by public means through a
national or subnational government, as opposed to
Private Universities”.
Private Sector:
“Private Universities are universities not operated
by governments. Depending on their location,
private universities may be subject to government
regulation”.

9. 1.Quaid-e-Azam University, Islamabad
2.Pakistan Institute Of Engineering And Applied
Sciences
3.Agha Khan University, Karachi
4.University Of Agriculture, Faisalabad
5.University of The Punjab, Lahore

10. Formed :
Established in 2000 in Lahore by Dr. Professor Abdul Rehman

11. Vision :
Facilitating Superior Human Beings
Mission :
To enhance the potentials of students,
faculty, staff by bringing a positive change in their
personal and career lives, motivating them through;
Quality Education
Personality Development
True Professionalism
Career Planning
thus, adding value to our nation, and ultimately to
humanity.

12.  BS Electrical Systems
 BS Electrical
Engineering
 Bachelor in Architecture
 M.Com
 M.Sc Economics
 B.Com (Hons.)
 BS Aviation
 Doctor of Pharmacy
 Pharm-D
 Masters in Business
Economics
 Masters in Mass
Communication
 Bachelor in Mass
Communication

13. • Need to “market” their services has not really been felt by the
educational sector
• This is because there is always Demand>Supply
• But in the recent years, there is a shift in trends
• Large number of institutions for specialized fields have been set up in
the recent years for fields like Management and computer education
• This has lead to increase in competition
• This makes them come face to face with questions like
• Product differentiation,Product differentiation,
• product extension,product extension,
• diversificationdiversification
• and service integrationand service integration

14. • Reputation of the institute.
• Number of applicants keen to enroll in the course.
• Past success rate of placement.
• Faculty expertise.
• Width of specialization offered.
• Infrastructural facilities.
• Fees.

15. • Youth
• Middle and Elite Class
• Have done inter recently
• Ex Superior Students
• Jobians
• Leisure Learner

16. Co Education
Mindset towards Islo Unis
Quality Perceived Value
Jobians

17. “A set of customers sharing common needs
or characteristics that the company
decides to serve”.

18. 1. Quality buyer:
A student who demands high-quality services and
is not overly concerned with costs. He or she wants
the best and is willing and able to pay.
2. Value buyer:
A student who demands good value as defined by a
fair quality-to-price ratio. He or she looks for high quality for the
money spent and expects service levels to match price levels.
3. Economy buyer:
A student primarily interested in minimizing financial,
as well as acquisition costs and tends to favor the
least expensive and most easily purchased service offering.

20. The diversity of undergraduate and graduate student markets
has increased significantly over the last decade in following ways.
•Variation in student demographics,
•Psychographic
•Behavioral characteristics
•Age of individualism
•New technologies
•Extensive globalization
•Socialization
•Keen sense of entitlement.
This can only be harvested by carefully crafted marketing
strategies and activities based on clearly delineated and profiled
segments of the market.

21. Product :
•Variety Products
•Quality Level
•Brand Name
•Post Transactional Service
Place :
•Location
•Accessibility
•Distribution Channels
•Distribution Coverage

22. Price :
• Income Level
• Discounts (Scholarships)
• Allowances
• Commissions
• Payment Terms
• Consumers perceived
value
• Quality/price relationship
Promotion :
• Advertising
• Personal selling
• Sales promotion
• Publicity
• Public relations

23. BS Aviation
Split Degree Programs
Easy Migration Facility
Fee Installments
Job Preferences

25. 1. University of Central Punjab
2. Muhammad Ali Jinnah University
3. Foundation University Islamabad

26. Promoting Superior University through:
•Electronic Media (T.V Channels , Social Media)
•Print Media (Newspapers , Magazines , Brochures)
•Cable Network
•Billboards
•Personal Selling

30. • Interpretivist Approach (time bound, socially
constructed, socially constructed)
• Maslow’s Hierarchy of Needs = Ego Needs (self
esteem, prestige, status)
• Decision Making = Economic View
(knows all alternatives and can
select best alternative)
• Instrumental Conditioning = Positive
Reinforcement