Executive Summary:Education is one among the necessary service of human beings.

Now a day, MBA is one of the

career choices student make to pursue their post graduation studies. The objective of study is to
analyze how various factors has influence on the decision of students in selecting institute for
master degree. For detail study, the questionnaire was developed and all factors which can affect
institute selection decision are divided into categories namely; placement related factors,
infrastructure related factors, student related factors, faculty related factors, academics related
factors, advertisement related factors & other factors. Study was carried out by use of factor
analysis. The study was undertaken with sample of 750 students. While selecting the institute,
placement activities done by the institute, suggestion from friends and family, career goal of the
students, positive word of mouth, experience of the faculty, guidance from the counselor,
specialization offered and course provided by the institute, brand name of the institute are mostly
considered by students.

INTRODUCTION:
A man without education is almost like a ship without a rudder. Education is gaining prime
importance in todays competitive scenario. MBA is the common abbreviation used for Masters
of Business Administration. MBA is one of the most common career choices amongst the youth
in India today. This is purely because of the benefits that the course offers. More and more MBA
schools and management institutes are coming up in India. There are more than thousand
institutes all across the country that offers full time residential MBAs. Distance learning MBA,
online MBA and part time executive MBAs are also gaining momentum. With the growing needs
of the industry for world class managers, the institutes offering MBAs has also gone up in the
last few years.

Company Profile:-

IGNEOUS BRANDING
SOLUTION
INTRODUCTION
Launched by JKLU, Jaipur students Ramesh sadani, Hitesh rajpurohit and apoorv kathwar- IBS
has so far helped 6 businesses in rajasthan to reach out to their customers. More than 60 retailers
are buying bags from us regularly, out of which 15 of them have stopped using plastic bags
completely. As of now, the company had distributed over 45,000 bags and reached to thousands
of customers in the process.
Igneous branding solution is an eco-friendly advertising concept. It enables local business to
reach out to their customers in their locality in an affordable and unique way, while being
responsible for their society.The startup works to make cities of India free from polythene carry
bags, while aiming to reclaim and rejoice the local business ecosystem, using recycled non
wooven-bags as the medium.
The Jaipur based company provides recycled non wooven-bags as an alternative to plastic bags
at half the price. While doing so, IBS also help small scale local businesses to increase their
visibility geographically in an efficient manner, and reach their customers at a very affordable
price.
The startup take advertisements from local businesses and prints them on non wooven bags, and
distribute it to retailers. IBS also got 1 st prize in JKLU ENTREPRENURSHIP competition which
gave a real boost to startup morale and added a lot of fuel, which kept IBS team working harder.
IBS generates revenue through selling advertising spaces on non woven bags; revenue from
advertising covers the price of non woven bag and also the ventures profit. Besides this, it
recovers a nominal charge from retailers 40-90 Paisas per bag, just to make sure they do not
misuse it.

Education System in Rajasthan

Rajasthan represents color of India. Besides being the land of festivals, this state is focusing in
developing the educational system through various reforms. The rate of literacy level is
increasing in Rajasthan more than ever. According to the last census of 2011, the rate of male
literacy is 80.5% and female literacy rate is 52.7%. The rate of literacy level is less in the rural
areas than the urban regions of Rajasthan. The state government is taking steps to increase the
rate of education level. Rajasthans education system is primarily governed by the state
government. The school education system in Rajasthan is improving. In fact, advanced
educational procedure is used to uplift the overall education standard. Like rest of the Indian
states, Rajasthan is also following multi-tiered education system.

Introduction Of JK Lakshmipat University:It is with this profound philosophy of education, that the multi-discipline JK Lakshmipat
University (JKLU) was established in Jaipur, the capital city of Rajasthan, in the year 2011 to
give students the cutting-edge of holistic learning and to develop promising youngsters into
leaders of tomorrow with globally relevant, future-ready and actionable intelligence.
The University has excellent infrastructure, a proper mix of experienced, young and dynamic
faculty and a strong focus on placements for building technocrats and leaders of tomorrow. The
curriculum provides for high weightage on internship to develop employable professionals with
the cooperation of business and industry.

VISION
To encourage a value based innovative learning environment that engages deep intellectual,
spiritual and moral stimulation and to promote holistic personality development for nurturing
leadership.

VALUES

Caring for people.

Integrity including intellectual honesty, openness, fairness & trust.

Commitment to excellence.

About JK Group:The advent of JK Organization on the industrial landscape of India almost synchronizes with the
beginning of an era of industrial awareness - an endeavor for self-reliance and the setting up of a
dynamic Indian industry.
This was way back in the middle of the 19th century. And the rest, is history.
JK Organization has been a forerunner in the economic and social advancement of India. It
always aimed at creating job opportunities for a multitude of countrymen and to provide high
quality products. It has striven to make India self reliant by pioneering the production of a
number of industrial and consumer products, by adopting the latest technology as well as
developing its own know-how. It has also undertaken industrial ventures in several other
countries.
The Singhanias of today, under the visionary leadership of Late Shri Hari Shankar Singhania,
Former President, JK Organisation have achieved an exemplary growth in diversified industries
with a lead position in major businesses over the years through companies like JK Tyre, JK
Paper, JK Lakshmi Cement, Fenner India, JK Agri Genetics and other such successful
enterprises.

To practice a mentoring based education system with intellectual, moral and spiritual
culture of its own rooted in Indian ethos and in tune with the global vision of the times.

To inculcate learning through understanding, knowledge enhancement, skill development

and positive attitude formation.

To encourage innovative thinking.

To develop a mindset for action without fear, with self-discipline and care for society.

Academic Collaborations
The University has signed MoU with reputed universities in U.S., Europe and Asia Pacific
regions for establishing alliances relating to:

Exchange of faculty, students and researchers.

Cooperation in joint research, lectures, symposia and country visit for students.

Exchange of data, documentation and research material in the fields of mutual interest.

Cooperative educational programmes.

To evolve new courses with integrated multi-disciplinary approach offering multiple

skills in the field of Management, Engineering and Technology besides other disciplines to
follow.

JKLU has also signed a Memorandum of Understanding with IBM India Limited for establishing
a "Centre of Technology Excellence" for:

Undertaking Technology Development Projects involving Faculty members and

students.

Developing Curriculum and Courseware on next generation technologies to increase

career opportunities for students.

Starting New Programmes aimed at creating leaders and specialists for the fast growing
IT Industry.

Helping IBM to nurture and acquire the Top Talent of the University.

The University has signed Memorandum of Understanding with the following

Universities:

The Hanyang University, South Korea.

University of Wales, United Kingdom

St. Cloud State University, U.S.A

University of Houston, U.S.A

Szchenyi Istvn University, Hungary

Q:-Educational background:Response
Number of
Respondents
Finishing School
318
Finishing College 416
Working
16
Total
750

RESEARCH METHODOLOGY:
PROBLEM STATEMENT:
Today more and more students who are opting
Bachelor or Master degree are very conscious

regarding the selection of the institutions. As most of the students prefer premium institutes
having reputation in the education field, we want to find out the various factors that generally
students evaluated while selecting an institute. This study done in context of JK Lakshmipat
university to know students expectations & preferences while selecting an institute/university.

OBJECTIVE OF STUDY:
The objective of study was to analyze how various factors, expectations & preferences has
influence on the decision of students in selecting institute for master degree.

RESEARCH DESIGN AND DATA COLLECTION:

The Study was carried out by using Random sampling method of descriptive research design.
Study was carried out by taking sample of 750 students. Study was carried out by using primary
data and Questionnaire was structured with open ended and close ended questions.

LIMITATION:
Limitation of study was that Reluctance on the part of the respondents to provide
exact details.

Analysis :-

Qualification

Working; 2%

Finishing School; 42%

Finishing College; 56%

In this research the respondents are students who are finishing their school or colleges as well as
some respondents are working. But the large no. of respondents who have participated is finishing
their colleges while the survey was conducted.

10

Q 1- Age
Response
Less Than 18
18-20
20-24
Greater Than 24
Total

Number of
Respondents
303
264
150
33
750

Age
Greater Than 24; 4%
20-24; 20%
Less Than 18; 40%

18-20; 35%

As data shows the highest respondent participated are from the age group of less than 18.

11

Q 2- Family Background
Response
Number of
Respondents
Family Business
301
Government Service 124
Private Service
285
Others
40
Total
750

Family Background
Others; 5%

Private Service; 38%

Family Business; 40%

Government Service ; 17%

According to above data analysis we found that their family background is from private service
or they have their family business. The government service background respondents are only
17%.

12

Q 3- Average Family Income

Response
Number of
Respondents
Less Than 7 Lakhs
562
7-15 Lakhs
121
16-20 Lakhs
54
20+ Lakhs
13
Total
750

Family Income
20+ Lakhs; 2%
16-20 Lakhs; 7%

7-15 Lakhs ; 16%

Less Than 7 Lakhs; 75%

According to data more than 75% respondents family income is less than 7 lakhs.

13

Q 4- What you Want to Be?

Response
Number of
Respondents
Engineer
84
BBA
26
MBA
149
Others
491
Total
750

Intrested Area
Engineer; 11%
BBA ; 4%

MBA; 20%
Others; 65%

While this question asked from respondents their answer was MBA 20% and other 65% (Other
involve 40% C.A and C.S and rest want to pursue LLB and other courses).

14

Q.5 Names of your dream institute?

According to data dream institute of respondents is top reputed institute like Indian Institute of
Management-IIM, Indian Institute of Technology-IIT, Mudra Institute of Communications
Ahmedabad-MICA, Amity, International College for Girls-ICG, and some of their areas popular
colleges.

15

SECTION-II : Awareness, Expectations and Preferences:

Q.7- Rate the following Factors while selecting an Institute for your study:
(i) Career Opportunity:Response
Not At All Important
Slightly Important
(1)
Moderate Important (2)
Important
(3)
Very Important
(4)
Extremely Important (5)
No opinion

Number of
Respondents
2
4
58
72
482
131
1

Importance Level of Career Opportunity

No Of Students
482

58

72

129
1

The level of importance of career opportunity is at level 4 i.e very important as response given
by More than 50% students out of 750 at level 4.

16

(ii)Placement Record:Response
Not At All Important
Slightly Important
(1)
Moderate Important (2)
Important
(3)
Very Important
(4)
Extremely Important (5)
No opinion
Total

Number of
Respondents
0
27
18
76
209
418
2
750

Level Of Importance in Placement record

450
400
350
300
250
200
150
100
50
0

417

209
Number of Respondents

0
27

18

76
2

Placement record is considered at level 5. According to respondents placement record of any

college while taking admission is extremely important.

17

(iii)Reputation Of Institute:Response
Number of
Respondents
Not At All Important
17
Slightly Important
2
(1)
Moderate Important (2) 19
Important
271
(3)
Very Important
(4) 376
Extremely Important (5) 61
No opinion
4
Total
750

Importance Level Of Reputation Of Institute

400
350
300
250
200
150
100
50
0 17

376
271
Number of
Respondents
2

19

61
4

A student wants to take admission in reputed Institute because they considered it

very important influencing factor while choosing any institute.

18

(iv)Faculty Profile:Response
Not At All Important
Slightly Important
(1)
Moderate Important (2)
Important
(3)
Very Important
(4)
Extremely Important (5)
No opinion
Total

Number of
Respondents
0
71
104
26
296
165
88
750

Importance Level Of Faculty Profile

350
300
250
200
150
100
50
0

296
0

71

163

104

88

26

Number of
Respondents

According to data analysis the students importance level of faculty profile is mix of very
important and extremely important.

19

(v)Infrastructure and Learning facilities:Response

Number of
Respondents
Not At All Important
2
Slightly Important
7
(1)
Moderate Important (2) 3
Important
171
(3)
Very Important
(4) 320
Extremely Important (5) 242
No opinion
5
Total
750

Number of Respondents
350
320

300
250

242

200
171

150

Number of Respondents
100
50
0

Infrastructure and learning facilities is very important as per more than 50% students according
to data shows.
20

(vi)Fees/Total Cost Of The Programme:Response

Number of
Respondents
Not At All Important
0
Slightly Important
71
(1)
Moderate Important (2) 21
Important
119
(3)
Very Important
(4) 307
Extremely Important (5) 230
No opinion
2
Total
750

Number of Respondents
350
300
250
200
150
100
50
0

307
230
0

71

119
21

21

Number of
Respondents

(vii)Industry Linkage:Response
Not At All Important
Slightly Important
(1)
Moderate Important (2)
Important
(3)
Very Important
(4)
Extremely Important (5)
No opinion
Total

Number of
Respondents
3
11
78
286
162
210
0
750

Number of Respondents
300
282

250
200

210

150

160

100
0

Number of Respondents

78

50
3

11

22

(viii)Availability Of Financial
Aid/Scholarship:Response
Number of
Respondents
Not At All Important
0
Slightly Important
71
(1)
Moderate Important (2) 21
Important
119
(3)
Very Important
(4) 307
Extremely Important (5) 230
No opinion
2
Total
750

Importance Of Scholarship
350
300
250
200
150
100
50
0

Number of
Respondents

Scholarship is also considered very important factor for choosing an institute.

23

(viii)Safety On The Campus:Response

Number of
Respondents
Not At All Important
119
Slightly Important
7
(1)
Moderate Important (2) 19
Important
379
(3)
Very Important
(4) 104
Extremely Important (5) 94
No opinion
28
Total
750

Importance Of Safety On The Campus

400
350
300
250
200
150
100
50
0

Number of
Respondents

Safety on campus is just important in students mostly in boys but for girls safety on campus is
also a very important factor while choosing an institute.

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Q.8 Have you heard about JK Lakshmipat University?

Response
Number of Respondents
Yes
330
No
420
Total
750

Number of Respondents

Yes ; 44%
No; 56%

According to survey result 56% not heard about JK Lakshmipat University.

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Q.9 If Yes, where did you learn about JK Lakshmipat University First?
Response
University Website
Friends/Relatives/Teachers
Newspaper Advertisement
Education Counselor
Others
Total

Number of
Respondents
20
60
238
02
07
327

2%Website
EducationOthers;
Counselor;
1% ; 6%
University

Friends/Relatives/Teachers; 18%

Newspaper Advertisement; 73%

Study shows that majority of students come to know about JKLU is from newspaper
advertisement.

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27

FINDINGS
After analyzing the data collection it was observed that while selecting an institute or university
there are various factors which plays important role because student take admission after
satisfying with all factors. The reasons which were observed during survey are as follows:
1. Fees/total cost of programme is one of top most factor according to data observed
more than 75% family income is less than 7 lakhs and in todays scenario the cost
of education in private university is somewhere between 4lakhs to 20 lakhs.
2. Student would like to take admission in university where they found huge career
opportunities.
3.

Placement record of an institute/university is a critical factor which influences

most to the student for choosing an institute/university.

4. Brand name/reputation of institute/university still plays an important role because

after analyzing data everyones dream institute was the best reputed universities.

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CONCLUSION AND SUGGESTIONS

CONCLUSION:
While selecting the institute among all the factors fees/total cost of the programme and career
opportunity provided by the college is the most influencing factor.
Placement activities done by the institute is very important factor. Positive word of mouth and
Suggestion from friends and family have also influence on the selection decision as well as
Career goal of the students is also one of the influencing factors in the selection of the institute.
Experience of the faculty is moderately important factor. Guidance from the counselor is not so
important. Brand name of the college also matters a lot while selecting the college.
Safety on campus is important factor for females and availability of financial aid is also
considered slightly important.
Industry linkage and Infrastructure related factors dont have that much influence at the time of
selection of the institute.

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SUGGESTIONS
Advertisement"If it doesn't sell, it isn't creative." - David Ogilvy
The result of the study shows that students came to know about JK Lakshmipat University
through various modes of advertisement. Today lakhs of money, even crores, are spent in
preparing two or three minutes of an advertisement. In a successful business, advertising play an
essential and important role. Though advertising does not mean selling of products and services
but it helps in increasing sales. Advertising creates awareness in people. When general public
becomes conscious to the products, services under the brands, they persuade people towards
these brands and make them better brands. There is no problem in short duration video but it
should be convincing the proper message which instantly attracts new admissions & brand
visibility must be high. So advertisement content should be selecting keeping in mind the student
expectations from a good university.

Word of mouth publicityProvide your current students a platform of opportunities, facilities that delight them, education
which is really relevant & a grooming personality. we are 100% sure each student will turn into
your advertisement which not only reduce your advertisement cost but also provides JKLU as the
biggest brand in private universities.

Fees/Total cost of ProgrammeAs fee/total cost of programme is very important factor and in Rajasthan fee should be low at
development phase for growth of universities.

30

 Students consider career opportunity first, cost of the programme second and brand name
of institute third so an institute should focus on generating huge career opportunity for
their students with maintaining cost of programme affordable as well as should create a
brand name.

Creating leaders among each student, so wherever they are placed their good deeds
always highlighting JK Lakshmipat University. When youre a manager, you work for
your company. When youre a leader, your company works for you.

31

References
Websites:
1. www.google.com
2. www.jklu.edu.in
Books:
1. Panneerselvam, R. (2009). Research Methodology: PHI Learning Private Limited
2. Kotler, Philip (2013). Marketing Management: Pearson

32

ANNEXURE
1. Survey of Students expectations & Preferences.

33