STUDENTS PERCEPTION TOWARDS BRAND PREFERENCE OF HIGHER LEVEL EDUCATION: STRUCTURAL EQUATION MODELLING

Abstract

Important contest in building higher level education brands is the transformation in the perceptions of
proprietors and Students. The proprietor of the institution looks at those challengers who may not see
whatever is really or equally significant to the students or viewers (Belanger, 2002). Investment in a
tertiary institute focuses on construction, infrastructure, restaurants, sports facilities etc. These
investments can be risky compared to similar investments in the FMCG market since in the education
sector belief and relationships can yield a long time to grow and can be short-lived (Twitchell, 2002), in
the FMCG market which is completely opposite. These studies are discussed in terms of different types of
Brand preferences in HLEs and the results are based on the Structural Equation Model used to look at the
structure of the material in order to determine the observed variables. These questionnaires, although
confined to the environment, provide important insights, which go on to create effective promotional
activities.