Understanding student preferences: Tailoring marketing strategies for technical educational institutions in India

Abstract

This study explores the factors that influence students in choosing technical education institutions in India and provides insights that are in line with Sustainable Development Goal 4 (SDG 4): Quality Education. The analysis identifies critical determinants such as the institution's reputation, course offerings, internships, faculty quality, infrastructure, and financial considerations. These factors are critical to accessing quality education, developing skills, and promoting employability, all of which are central to achieving equitable and inclusive education. By addressing these factors, technical institutions can formulate strategies that not only attract students, but also contribute to the SDG goals by improving affordability, expanding infrastructure and prioritising inclusion. Such efforts are in line with the broader goals of reducing inequalities (SDG 10) and creating opportunities for lifelong learning. The study surveyed 65 students from different regions of India using a random sample and an online questionnaire. The findings provide actionable recommendations for aligning institutional marketing and policy with the principles of sustainable and equitable education.