A Study of Students Preferences and Consumption Patterns towards Media in Select Private Universities of Gujarat

Abstract

newlinePrimarily, the Industrial Revolution (1800) and then the Information Technology (IT) Revolution (2000) across the world changed the very face of the globe and hence, India, too. Though they had their issues, challenges, and side effects, they gifted India with the unprecedented pace of growth. Both - Markets and Market Trends changed. Later, the developments in India got accelerated with the government policies about Liberalization, Privatization, and Globalization. newlineEducation Policy was declared by the Government of India in 1986. It also passed the AICTE Act in 1987 in Parliament. The same carved a path for privatization in Education and hence, Self-Financed Colleges and Private Universities offering Programs of Technical Education in India. Following years witnessed the globalization of businesses and industry as a sector. Further, the economy was also liberalized. Resultant scenario, in the country, instilled ambitions among the parents and students to pursue higher technical education for their hopeful future. So, the demand for technical and professional education in every section of the society increased year on year. Subsequently, entire India entered into the knowledge economy. Since the education and training provided in these private Institutions and Universities were better in qualities, Indian professionals started being in high demand both nationally and internationally. To ensure that Gujarat is at par with other states in the country, many learned individuals, corporate groups, and charitable trusts ventured into self-financed education. newlineSubsequent was but obvious mushrooming of the Private Universities in India and also in Gujarat. So, the issues of Quality and Visibility became pertinent among them. Also, by then, the Corporate ventured into Education. Thus, the newline2 newlinescenario itself gave birth to a new trend Marketing in/of Education; and brought the new concept of Corporate Communication for Marketing purposes. newlineAn upheaval in the corporate scene has enforced trade to transform and