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A comparative study of positioning strategy and its effect on customer in online education sector in Pune

By :- Group 3

History of online education


The advent of the Internet in the 1990s opened the door to big changes in distance education. It became relatively in expensive to deliver sophisticated course content via the Internet. This became the advent of online education. In this mode, the courses are delivered primarily via the Internet to students at remote locations, including their homes. An online course may need that students and teachers meet once or periodically in a physical setting for lectures, labs, or exams, so long as the time spent in the physical setting does not exceed 25 percent of the total course time.

Cont..
This mode has become more accessible to the students as email and chat allows easy communication among students and between students and the instructor. Web cameras provide the opportunity to enhance content with live or recorded images. Students are able to see their grades instantly. Instructors were able to make global changes to lectures and reading lists as needed. Students could take tests and quizzes online, and in some cases, receive grades right away.

Major player in online education


Symbiosis
Ignou Hughes

Sikkim

manipal university Icfai

Research Methodolgy
An applied research Exploratory Design Qualitative inquiry Mode Sample Size 120 Persons 119 customers 1 institute

Data collection Method


Secondary method- We have studied the facilities of various institutions/universities. Primary method- We are collecting the information by questionnaire method. Sample Techniques- structured questionnaire Geographical area- Pune city

Data analysis and interpretation

In which Institute/University have/had you enrolled with, for your online course?
IGNOU 27 HUGHES 2 SYMBIOSIS 49 SIKKIM MANIPAL 28

%age distribution of Universities


10.9 22.7 1.7 41.2

IGNOU
HUGHES SIKKIM MANIPAL SYMBIOSIS

23.5

OTHERS

Conclusion- Symbiosis University is the most preferred institute in Pune having 41.2% of the user, followed by Sikkim Manipal University with 23.5& which is followed by IGNOU at 22.7%. Hughes Institutes are not much recognized and have only 1.7% of the user among those surveyed. Other universities include: Pune University, Mumbai university, Mahatma Gandhi University, Periyar University ( Tamil Nadu ), Makhanlal Chaturvedi University.

For which course have/had you enrolled for?


Under Graduate 9 Post Graduate 64 Professiona l courses 44 Others 3

Course Opted
2.6 7.6 Under graduate 36.9 Post Graduate Professional course 53.8 Others

Conclusion: Majority of the people who have used the online education medium, have opted it for Postgraduation purpose (53.8%). Following PG courses are the ones who have pursued or are pursuing Profession courses (36.9%). Under graduate programs have been opted by only 7.6% of the sample and majorly preferring it due to economic and Time & Travel reasons. Only a few people went for other courses (Diploma/Certificate).

Reason for choosing an online course?


Economic Time & Travel Easy Learning Others (Please specify) 1

24

56

39

Reasons to opt Online Education


0.8 20 32.5 Economic Time & Travel Easy Learning Other 46.7

Conclusion: Majority of the people go for online education as a medium for learning as it saves time & travel related hindrances. Economic reasons are taken into account along with the ease of learning.

Rate your overall satisfaction level with the institute? 5: highly satisfied 4: satisfied 3: slightly satisfied 2: dissatisfied 1: highly dissatisfied
IGNOU (27 out of 119) highly satisfied 3 Satisfied 20
highly satisfied Satisfied

slightly satisfied 4
slightly satisfied 0% 0% 15%

dissatisfied 0
dissatisfied

highly dissatisfied 0

highly dissatisfied

11%

74%

SIKKIM MANIPAL (28 out of 119)


highly satisfied 5 Satisfied 18 slightly satisfied 5 dissatisfied highly dissatisfied 0 0

highly satisfied

Satisfied

slightly satisfied
0% 0%

dissatisfied

highly dissatisfied

18%

18%

64%

SYMBIOSIS (49 out of 119)


highly satisfied 12 Satisfied 32 slightly satisfied 5 dissatisfied highly dissatisfied 0 0

highly satisfied

Satisfied

slightly satisfied 0% 0% 10%

dissatisfied

highly dissatisfied

25%

65%

Conclusion: The satisfaction level of those who opted IGNOU is comparative higher than its peers.

Rate your comfort level with the technical assistance provided by the institute? 5: highly satisfied 4: satisfied 3: slightly satisfied 2: dissatisfied 1: highly dissatisfied
IGNOU (27 out of 119) highly satisfied 1 Satisfied 13
highly satisfied dissatisfied

slightly satisfied 14
Satisfied

dissatisfied highly dissatisfied 0 0


slightly satisfied

highly dissatisfied 0% 0% 4%

50% 46%

SIKKIM MANIPAL (28 out of 119)


highly satisfied Satisfied slightly satisfied dissatisfie highly d dissatisfie d 0 0
dissatisfied highly dissatisfied

2
highly satisfied

16
Satisfied

10
slightly satisfied 0% 0% 7%

36%

57%

SYMBIOSIS (49 out of 119)


highly satisfied Satisfied slightly satisfied dissatisfie highly d dissatisfie d 0 0
slightly satisfied

10

26
highly satisfied

13
Satisfied

dissatisfied

highly dissatisfied
0% 0%

27%

20%

53%

Conclusion: The technology used by Symbiosis better rated than others

Rate your satisfaction level with the availability of online library & the course material? 5: highly satisfied 4: satisfied 3: slightly satisfied 2: dissatisfied 1: highly dissatisfied
IGNOU (27 out of 119) highly satisfied 5 Satisfi slightly ed satisfied 12 10 dissatisfied 0 highly dissatisfied 0

highly satisfied

Satisfied

slightly satisfied 0% 0% 19%

dissatisfied

highly dissatisfied

37%

44%

SIKKIM MANIPAL (28 out of 119)


highly satisfied 5 Satisfied slightly satisfied 13 dissatisfie highly d dissatisfie d 0 0

highly satisfied dissatisfied

Satisfied highly dissatisfied 0% 0% 19%

slightly satisfied

50% 31%

SYMBIOSIS (49 out of 119)


highly satisfied 8 Satis slightly fied satisfied 22 19 dissatisfie highly d dissatisfie d 0 0

highly satisfied dissatisfied

Satisfied highly dissatisfied 0% 0% 16%

slightly satisfied

39% 45%

Conclusion: The ratio of satisfied user to the number of users is more for IGNOU as compared to others.

How you feel about the registration process of the institute you are attached With? 5: highly satisfied 4: satisfied 3: slightly satisfied 2: dissatisfied 1: highly dissatisfied
IGNOU (27 out of 119) highly satisfied Satisfied slightly satisfied
Satisfied

highly satisfied dissatisfied

15

dissatisfie highly d dissatisfie d 1 1 slightly satisfied

highly dissatisfied

4% 4%
7%

30%

55%

SIKKIM MANIPAL (28 out of 119)


highly satisfied 3
highly satisfied

Satisfied

slightly satisfied 6
slightly satisfied 0% 7% 11%

17
Satisfied

dissatisfie highly d dissatisfie d 2 0


dissatisfied highly dissatisfied

21%

61%

SYMBIOSIS (49 out of 119)


highly satisfied Satisfied slightly satisfied dissatisfie highly d dissatisfie d 2 0
dissatisfied highly dissatisfied

9
highly satisfied

26
Satisfied

12
slightly satisfied 4% 0% 18% 25%

53%

Conclusion: The rating of Symbiosis is more in this parameter

Rate the quality of tutorials provided by the institute? 5: highly satisfied 4: satisfied 3: slightly satisfied 2: dissatisfied 1: highly dissatisfied
IGNOU (27 out of 119) highly satisfied 5
highly satisfied

Satisfied

slightly satisfied 10
slightly satisfied 4% 0% 18%

11
Satisfied

dissatisfie highly d dissatisfie d 1 0


dissatisfied highly dissatisfied

37%

41%

SIKKIM MANIPAL (28 out of 119)


highly satisfied 3 Satisfied slightly satisfied 10
Satisfied
highly dissatisfied 3% 0% 11%

14
highly satisfied
dissatisfied

dissatisfie highly d dissatisfie d 1 0


slightly satisfied

36%

50%

SYMBIOSIS (49 out of 119)


highly satisfied 7 Satisfied slightly satisfied 10 dissatisfie highly d dissatisfie d 1 0

31

highly satisfied

Satisfied

slightly satisfied
2%

dissatisfied

highly dissatisfied

0%
14%

21%

63%

Which factor affected you the most in decision making for an online course? Brand name ( ) Content ( ) Facility ( ) Placement ( ) Others ( )
IGNOU
9.6 9.7 22.6 Brand name Content Facility Placement 25.8 32.2 Others

Conclusion(IGNOU) : Content is the major factor for the consumers to go opt for IGNOU(32.2%), then the facilities and the Brand name come.

SIKKIM MANIPAL UNIVERSITY


2.8 5.7 28.6 Brand Name Content

Facilities
37.1 Placement Other 25.7

Conclusion(SKU): Facilities which are provided by the Sikkim Manipal university plays a major role in attracting the learners.

SYMBIOSIS
5.3 5.2

Brand Name 21.4 53.6 Content

Facilities
Placement Other

14.3

Conclusion(SYMBIOSIS): Symbiosis as a brand, plays a vital role in attracting people to opt it as a source of gaining a Online education certificate/degree.

Others (including HUGHES)

Brand name Content Facilities

Placement
Other

Conclusion : The other course providers have a balance in the factors which attract the consumers.

Conclusion

After identifying number of random candidates, our research reaches up to conclusion that there is a great scope of improvement in E-learning sector. Institutes should use best possible technologies increase in size of libraries so that candidates can access upto every possible subject and knowledge.

Group members

Dhaval bhoyar Sunny dubey Shruti kumari Shreya khandelwal Sheodan singh Praveen sarkar Vinod rajak Vikash kumar pandey Sandeep Vivek singh Pankaj patil Nitish chandra renu

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