Research Proposal On CUSTOMERS PERCEPTION ABOUT COACHING
INSTITUTES FOR MBA
Submitted to: Submitted by: Dr. Purva Kansal 1. Charan Kamal
Singh 2. Manjalika 3. ManeeshaDate: 14/01/2014 MBA-HR II
Semester
University Business School (UBS), Panjab University,
Chandigarh
12
INDEX
S. No.CONTENTSPAGE No.
1INTRODUCTION1
2SIGNIFICANCE OF THE STUDY2
3REVIEW OF LITERATURE3
4STATEMENT OF PURPOSE AND OBJECTIVES4
5CONCEPTUAL MODEL AND HYPOTHESIS5-6
6RESEARCH METHODOLOGY7-11
REFERENCES12
INTRODUCTION:
Our system of education has three aspects. It leads to the
development of the mind, the body and the soul. - M.K GANDHIIf we
succeed in developing knowledge, our success in developing
professional excellence cannot be negated. If we succeed in
developing professional excellence the managerial proficiency would
help organizations sub serving the organizational interest vis--vis
the interests of consumers and society. It was against this
background that the great classical thinker Mahatma Gandhi focused
on removing illiteracy and expanded its purview to the development
of knowledge. He considered illiteracy a sin and strongly advocated
assigning number one priority to its education on the agenda of
social transformation.Education is the most powerful weapon which
you can use to change the world. - Nelson Mandela
Need and Scope of StudyMBA (Masters in Business Administration)
is a postgraduate course in management education. Amidst the
plethora of career avenues available today, management stands out
as one of the most popular choices. It offers a rare combination of
a lucrative salary, challenging job profile, fast track growth and
immense job satisfaction.The popularity of MBA as a preferred
career option can be estimated from the rise in the number of
institutes offering MBA courses. According to one estimate, there
are 1100 + institutes offering MBA programs. This meteoric rise in
the number of institutes offering MBA program and the number of
students (around 3.5 lacs every year) aspiring to get an MBA degree
is not without reason. Since most institutes do not discriminate
among students from different fields, graduates from all fields:
Commerce, Arts, Engineering, Science and Medical are attracted to
the MBA program. With increasing professionalism in management, a
huge number of job opportunities have been created in the field; in
contrast there is a saturation of jobs in government organizations.
There is also a growing demand for good Indian managers abroad.
2. SIGNIFICANCE OF THE STUDY
Intense struggle in the business world has merely further added
to demanding pressure, furious competition and chase among
contender students, either aspiring for good jobs or venturing into
their own businesses after completion of the MBA. This has led to
an increase in expectations and demands by students for, not just
management education but quality management education. The aims of
MBA programs should be to help students gain a better understanding
of the industrial and business world and its needs, thereby prepare
them for managerial roles, enrich their skills and provide them
with competencies relevant to their careers (Baruch and Lemming,
1996).And hence there is increase in number of students per year to
apply for the competitive exams like CAT, XAT, NMAT, SNAP etc. in
order to get admissions into the top most B-Schools of the country
like IIMs, FMS, IITs, Symbiosis and TISS etc.As the no. of students
are increasing, hence the demand for quality education in order to
crack competitive exams is also increasing day by day. This is due
to increase in the competition among students. This has led to the
competition among the coaching institutes as well to attract the
young talents and sharpen their skills, their competencies, enhance
their knowledge, and guide them to the right path. More over the
level of such competitive exams is getting tough every year. This
has challenged the coaching institutes to improvise their study
material and redesign their teaching methodology as per the
requirements.A study of students expectations and perceptions about
quality of education has become crucial.
3. REVIEW OF LITERATURE
The literature review section traverses through various research
studies intended towards understanding students perception about
quality of coaching institutes and higher education. It has been
suggested in literature that service quality be assessed according
to the perceptions of students (Aldridge and Rowley, 1998). The
construct of quality as conceptualized in the service literature is
based on the perceived quality (Hasan et al., 2008). Perceived
quality is defined as the consumers judgment about an entitys
overall experience or superiority (Wilkins et al., 2012).
The early 1990s witnessed another trend in the entrance
examination coaching market in India. Till this point, almost all
the institutes believed in doing the good work and let the word of
mouth promotion bring in the business principle. But now, things
were changing. New entrants to the market did not believe in
education being sacrosanct, so various forms of business models
were evolving based on education. The faces of new institutes
started changing. Now presentation was perceived to be more
important than what lay beneath. Institutes no longer believed in
the adage Let your work speak for you. Rather, the new wisdom in
the town was Jo dikhta hai, wo bikta. (R Singh, A K Sinha and A
Sharma, 2011).
A study by Bhatia and Dash (2010) was undertaken to compare
India,s higher education with six different countries taken from
different continents of the world US, UK, Australia, China, Brazil
and South-Africa. India had higher competitive benefits over China
and Brazil with regard to the standard of the tutorial system,
quality of management facilities, native accessibility of analysis
and coaching services and extent of workers coaching.
Considering the urgent need to deliver quality education in
higher education institutes a research was carried out among young
management students between the ages of 21 to 25 years of India.
The study measured the quality perception of students on five
dimensions namely, responsiveness, learning outcomes, physical
facilities, academics and personality development. The results
pointed out negative quality gaps in all the five dimensions with
the highest negative gap in the physical facilities and negative
score in academic dimension. Significant differences between
perceptions and expectations of students with respect to all the
five dimensions were observed (Narang, 2012).
4. STATEMENT OF PURPOSE AND OBJECTIVES
Statement of Purpose: To Study the Customers Perception about
the Coaching Institutes for MBA.
Objectives: To comprehend customers (student) preference for
management education (MBA). To identify and understand the factors
influencing customers (student) preference for MBA Coaching
institutes. To identify and understand quality parameters from
students perspective. To identify the impact of media on customers
perception. To determine whether the Customers Perception is
independent of the demography of the consumer or not. To suggest
areas of improvement based on the findings of the study.
5. CONCEPTUAL MODEL AND HYPOTHESIS
CUSTOMER PERCEPTION
DEMOGRAPHYADVERTISEMENTSQUALITY FACTORS
H3H2H1
SERVICE DISTRIBUTION
AGE
ADVERTISEMENTS THROUGH DIFFERENT MEDIABRAND EQUITY
SEX
FAMILY INCOMESERVICE PERSONNEL
EDUCATIONAL BACKGROUNDSERVICE QUALITY
WORK EXPERIENCEINFORMATION SERVICE
RELIABILITY
Research Hypothesis From the research objectives we define our
null research hypothesis as follows:H1: Quality factors have
significant impact on the customers perception about the coaching
institute.H1.1: Service distribution has a positive influence on
customers perception.H1.2: Brand Equity has a positive influence on
customers perception.H1.3: Service Personnel has a positive
influence on customers perception.H1.4: Service Quality has a
positive influence on customers perception.H1.5: Information
Service has a positive influence on customers perception.H1.6:
Reliability of the institute has a positive influence on customers
perception.
H2: Advertisements have significant impact on the customers
perception
H3: Customer Perception is dependent of the demographic
variables.H3.1: Customers selection decision MBA coaching institute
is dependent of Age.H3.2: Customers perception towards MBA coaching
institute is dependent of Sex.H3.2: Customers perception towards
MBA coaching institute is dependent of Family Income.H3.3:Customers
perception towards MBA coaching institute is dependent of
Educational Background.H3.4: Customers perception towards MBA
coaching institute is dependent of Work Experience.
6. RESEARCH METHODOLOGY
Research DesignThe purpose of this research is to know the
relationship between independent variables and dependent variable.
Independent Variables: 1. Service distribution This factor includes
traits like Price, On-Line/Offline Courses, Location of institute
etc.2. Corporate Brand EquityThis factor includes traits like
reputation of the institutes, demand of institute in market and
popularity of the institute. This says that institute as brand is
easy choice for consumers.3. Service PersonnelThis factor is with
three traits that is skilled faculty, faculty assistance after
class and faculty understanding of consumer needs. As we know at
most of the institutes, faculty also has other responsibilities. So
it is natural that at service encounter faculty work as service
personnel.4. Service QualityService Quality is the term which has
different mean for different consumer. Some traits are Quality of
course, Timing of course introduction, consistency, Study material,
Reliability of institute. All these have high correlation and make
a one factor which is demanded by consumer.5. Information
ServiceInformation service tell about what different mode an
institute have to communicate with consumers to help them by
providing right information at right time. This factor includes
information about courses, information on request and online
support.
6. Advertising:According to Philip Kotler, Advertising is any
paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor, through one of the
following media: Broadcast Print Internet OutdoorAn advertising
objective is a specific communication task to be accomplished with
a specific target audience during a specific time.
Dependent Variable: Customer perception
Demographic variable: Age Gender Family income Educational
background Work experience
Data Collection MethodologyTo assess customers perceptions on
different parameters of coaching institutes, a self-completion
questionnaire will be administered to a sample of 100-120 students
using non-probability sampling technique. In addition to the
demographic questions, the questionnaire will ask students for
their experiences and perceptions about quality parameters and
advertisements.
Sampling PlanTarget Population : MBA AspirantsUnit of population
:Individuals (Males and Females)Sampling Unit : Students (working
and non-working)Sample Size : 100-120Sampling Technique : Non
Probability Sampling (Convenience Sampling)Data Collection Method
:Administered Questionnaire
Scale UsedLikert Scale will be used to get the questionnaires
filled. It is a psychometric scale. When responding to a Likert
questionnaire item, respondents specify their level of agreement or
disagreement on a symmetric agree-disagree scale for a series of
statements. The Likert scale is the sum of responses on several
Likert items. The format of a typical five-level Likert item:1.
Strongly disagree2. Disagree3. Neither agree nor disagree4. Agree5.
Strongly agree
Data Analysis PlanTo arrive at a pertinent analysis, the
collected data will be put to plan statistical analysis using SPSS
package. After scoring the questionnaires, the data collected from
all the respondents will be combined and tabulated. To arrive at
certain conclusion regarding the hypothesis advanced in the process
investigation, the description of the statistical tools which will
be applied for the analysis of data is as follows:Correlation
Analysis: The relationship between dimensions of independent
variables will be analysed by correlation matrix.Regression
analysis: The regression analysis will be done to examine the
significant effect of independent variables on the dependent
variable.
S. No.OBJECTIVESHYPOTHESISDEMOGRAPHIC VARIABLEINDEPENDENT
VARIABLEDEPENDENT VARIABLE
1.
To identify and understand quality parameters from students
perspectiveH1.1
NILService distribution
Customers perception
H1.2Brand equity
H1.3Service Personnel
H1.4Service quality
H1.5Information service
H1.6Reliability
2.To identify the impact of advertisements on customers
perceptionH2NILAdvertisements (through different media)Customers
perception
3.To determine whether the Customers Perception is independent
of their demography or notH3.1Age
NIL
Customers perception
H3.2Gender
H3.3Family income
H3.4Educational background
H3.5Work experience
REFERENCES
1. Ardi, Romadhani; Hidayatno, Akhmad and Zagloel, Teuku Yuri M.
(2012), Investigating relationships among quality dimensions in
higher education, Quality Assurance in Education, Vol. 20 (4),
pp.408-428.
2. Bhavana R. Shetty, Rajashree Gujarati, Students Perception
about Management Education in India and USA, MERC Globals
International Journal of Management, ISSN 2321-7278 (Print) and
ISSN 2321-7286 (Online), Vol. 1, Issue 1: July-2013, pp. 01-14.
3. C R Kothari, Research Methodology - Methods and Techniques,
Wishwa Prakashan, 2nd Edition, 2000.
4. Donald R Cooper, K Sharma, Pamela S Schindler, Business
Research Methods, McGraw Hill Education Pvt. Ltd. Publications,
11th Edition, 2012.
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http://www.mercglobal.org/uploads/1/5/0/3/15039924/1._ijm-111.pdf
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http://www.journals.cluteonline.com/index.php/AJBE/article/viewFile/411/400
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http://www.heacademy.ac.uk/assets/bmaf/documents/publications/IJME/Vol7no2/IJME7no2Paper1.pdf
8. R Singh, A K Sinha, A Sharma, To blow one's trumpet or not? A
case study of a coaching institute in the educational services
industry., The Marketing Review, Volume 11,Number 1, Spring 2011 ,
pp. 83-100(18).
9. S. Aldridge and J. Rowley (1998), Measuring Customer
Satisfaction in Higher Education, Quality Assurance in Education,
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10. Y Baruch, and A Lemming, (1996), Programming the MBA - the
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