An Empirical Study of the Brand Building of Engineering Institutions in Karnataka: A Strategic Framework

Abstract

In recent decades, the liberalisation of technical education in India and the persistent demand for engineering degrees have resulted in the rapid growth of private engineering colleges in the country. In the state of Karnataka, the state’s global identity is closely associated with its technical education, and it has become the focal point for a number of private engineering institutions that grapple with limited resources in a highly competitive environment. Developing a sustainable brand, therefore, becomes extremely necessary for these institutions to achieve competitive advantage. This study takes an empirical approach to develop a brand building strategy for private engineering colleges in Karnataka. A thorough review of literature and focus group interviews provided the basis to build the research questions and the research objectives, and identify independent variables like the 7 P’s of services marketing mix (product, price, place, people, promotion, process, physical evidence) in addition to institutional performance, and dependent variables like student enrolment, student satisfaction, and student loyalty. Stratified random sampling was used to collect quantitative data in the form of a structured survey from students and the managements of 29 private engineering colleges, and the data was statistically analysed. Additionally, structured interviews with parents, employers, media persons, and academicians were conducted, and the qualitative data obtained was analysed to enhance the soundness of the research. A gap was identified between the factors affecting students’ enrolment decision and the managements’ efforts in creating brand awareness. The factors responsible for student satisfaction and loyalty were also identified and a positive correlation was demonstrated between the two, with experience being a mediating factor. Qualitative analysis of the interviews showed the respondents’ perceptions regarding brand performance and institutional performance, importance of branding, and how these are relevant in a competitive arena. This study has successfully led to the development of an empirical brand building model that can be strategically implemented by engineering colleges and extended to other fields of higher education.