Competing for Minds: Marketing Practices of Higher Education Institutions in Chandigarh

Abstract

Background: Higher education institutions (HEIs) increasingly adopt marketing practices to attract and retain students in a competitive education environment. In Chandigarh, differences among government, government-aided, and private colleges raise important questions about how institutional marketing practices influence students’ institutional choices and satisfaction. This study addresses the need to understand the effectiveness of these marketing practices and their role in shaping student perceptions and experiences across different types of HEIs. Objective: The primary objective of this study is to examine how marketing practices of HEIs in Chandigarh influence students’ institutional choice and overall satisfaction, and to assess differences across government, government-aided, and private institutions. Methodology: The study adopts a quantitative, descriptive, and analytical survey design using stratified random sampling. Data were collected from 40 institutional officials and 400 students representing government, government-aided, and private colleges in Chandigarh. Structured questionnaires were used to measure perceptions related to academic and career signals, cost and finance, communication and image, campus and facilities, and support and experience. Descriptive statistics were employed to profile perceived institutional performance, while ANOVA and multiple regression analyses were used to examine differences by institution type and to determine the extent to which each factor predicts overall student choice satisfaction. Key Findings: The findings indicate that students in government HEIs perceive stronger academic and career value and greater affordability, whereas students in private HEIs rate communication, institutional image, campus facilities, and support services more positively. Overall, academic and career factors, communication and image, and support and experience emerge as the strongest predictors of student choice satisfaction, while cost and facilities play a secondary role. Conclusion/Implication: The study concludes that effective higher education marketing in Chandigarh depends less on isolated promotional claims and more on alignment between institutional messaging, academic substance, and a supportive student experience. The findings contribute to higher education marketing literature by offering context-specific insights and recommendations for more transparent, student-centred marketing strategies across different types of HEIs.