What Students Want: Exploring Factors Affecting Decision Making for Choosing A B-School


  • Himanshu Misra   Jaipuria Institute of Management, Lucknow
  • Shalini Singh   Jaipuria Institute of Management, Lucknow


B-School, Decision Making, Factors in Choosing B-School, Higher Education.


Decision making has always intrigued marketers, this is equally an interesting topic as well. Decision making has been studied by marketers in context of various product categories and nationality as well. This paper tries to explore factors affecting decision making while choosing B-Schools. The topsy-turvy journey of B-Schools provides an interesting proposition to study the same. From rapid growth to gradual decline in number of B-Schools in India in last 5 years is an indication that there are some mysteries which are to be revealed, some issues to be better understood and managed. The paper analyses various studies done related to university or higher education. Further after 28 focused group discussions (FGD) involving undergraduate students from 07 cities of Uttar Pradesh (India) proposes key factors which may be used to better understand the decision making process of students while selecting B-Schools for post graduate education. Transcripts were prepared for all the FGD‘s which were carefully analyzed to identify common themes affecting the decision to select a B-School. Further these themes were analyzed for level of agreement and disagreement amongst participants and the frequency helped in understanding the strength and impact of theme. The study outlines that factors like academic quality, costs (including tuition fees, cost of living ,hostel and mess fees), financial aids and scholarships, infrastructure provided (campus and residence), IT services, reference group, website, online reviews etc. play a definite role in B-School selection.


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How to Cite

Misra, H., & Singh, S. (2019). What Students Want: Exploring Factors Affecting Decision Making for Choosing A B-School. Journal of Applied Management- Jidnyasa, 11(2), 31–48. Retrieved from https://www.simsjam.net/index.php/Jidnyasa/article/view/155089


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