Students on Move

Abstract

In recent years, the overall context of global mobility has significantly changed, so has the strategies to attract international students. What we observe now is the changes in strategies and the emergence of new host countries and increased opportunities for studying abroad. In an intense competitive environment of global higher education market, host countries are targeting students from Asian origin in general and Indian students in particular. Increasing competition for international students has caused complexities in choices and decision-making process adopted by students. It is observed that the new student body of a middle-class segment are also becoming a part of mobile students. This pattern has deepened the element of heterogeneity among students going abroad. There is direct implication of these changes for the countries particularly in the area of recruitment and retention and strategic international student marketing. This article explores the decision-making process of different segments of students. The methodology of the article involves a sample of 362 prospective and 55 currently abroad Indian students. For the analysis of the data, a binary logistic regression model has been used. Findings of this study will provide an understanding of push and pull factors driving mobility of Indian students. This article will provide international students' recruiters a better understanding of choices made by the students and how to use different marketing strategies.

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“…Respondents recommend this university to those prospective students who have average ability and limited budget. These findings are consistent with Wadhwa (2016) who found that tuition and institution fees, availability of scholarships and financial aid, and quality of faculty influenced students to choose a particular host institution. Lee (2014) also found that cost issues most influenced international students' decision-making processes whereas recommendation from others was the least important.…”

“…Prospective students trust that the information coming from personal sources (friends, family) or public sources (student associations, university rankings) are independent and unbiased. This supports the findings of Rafi (2018) and Wadhwa (2016). They argue that friends and relatives are the primary sources of information used by prospective students followed by institutional coaching centers, the Internet, agents and education fairs.…”

“…Results from the quantitative data indicate that parents strongly influence students to study abroad, but friends do not. Findings fully support the research of Hulstrand (2017) and Wadhwa (2016) regarding the role of parents, but challenge the research of Chen & Zimitat (2006) in terms of the role of friends. Hence, it is important to inform and communicate with Vietnamese students' parents as well.…”

Making it normal for ‘new’ enrollments: Effect of institutional and pandemic influence on selecting an engineering institution under the COVID-19 pandemic situation

“…Location gives impression of institute's site and its connectivity from hometown, while locality refers to culture, amenities, and facilities available in surrounding place wherein the institution is located. Overall, it is credited with suitability, vicinity, attractiveness, accessibility, cost-effectiveness, safety and security (Hannagan, 1992;Kotler & Fox, 1995) Image and reputation Image and reputation in public minds plays a signi cant role in differentiating institutions (Imenda et al, 2004) and is measured as one of the topmost characteristics in uencing institution choice (Briggs, 2006) (Wadhwa, 2016). It is composed of a spectrum of small reputes, such as academic and nonacademic characteristics belonging to institutions (Lafuente-Ruiz- de-Sabando et al, 2018).…”

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“…Students have the luxury to choose based on the comparison and reviews made by the alumni. Wadhwa (2016)and Mohamad and Hussein (2018). Meyer (2018) also highlighted that the decision-making by students will be based on their purpose and intention.…”