ONLY EDUCATION IS NOT ENOUGH: A NECESSITY OF ALL-INCLUSIVE SERVICES FOR TECHNICAL EDUCATION

Keywords: Operating Services, Supporting Services, Extension Services, Quality Services, Satisfaction, Technical Education

Purpose: In addition to create challenging and congruent learning opportunities, it is important for Technical Education providers to create a supportive learning environment to help learners acclimate, connect with others and as well as access well-matched student support services to help them complete their studies and make them employable.Skill building is verycrucial to ensure employability of academia to understand and make sure good jobs. Unfortunately, most of the Technical Education institutes in India have not identified the importance of such services, resulting huge unemployment and dissatisfied students. The purpose of this paper is to highlight supporting and extension services in connection to operating services in Technical Education and students' perception on them. Design methodology: A qualitative research by a survey (through a structured questionnaire) of students who are studying or have studied Technical Education affiliated to the North Maharashtra University, Jalgaon on their perception regarding operating, supporting and extension services offered by TE institutes. Findings: The research revealed that TE institutes, no doubt, are offering good operating services however lags in supporting and extension services. It is also found that students' satisfaction of selecting TE institute is highly associated to supporting and extension service than operating services offered by the institute.

Research limitations:

The survey is delimited to the Technical Education belonging to North Maharashtra University, Jalgaon and located in Khandesh region of India. Practical implications: India, compared to other nations, lacks formally trained manpower. In Korea, for example, the skilled workforce is 96 per cent, in Japan 80 per cent, in Germany 76 per cent and in Britain 70 per cent but in India it is only 10 per cent.Technical Education Institutes of India, can gain competitive edge in the future, by effective and creative ways to attract, retain and foster stronger relationships with students by interaction and mechanism of the market and industry. This is only possible by lubricating; operating, supporting and extension services, all services combined.

Introduction:-

The World Economic Forum's Global Talent Risk report (WEF, 2011) had cautioned that India would face huge skill deficits due to low employability [START_REF] Janat | Opinion: Skill development -way ahead for India[END_REF]. In India, only about 14 percent of the labor force is employed in Formal jobs [START_REF] Green | CAN -MAKE IN INDIA‖ MAKE JOBS? THE CHALLENGES OF MANUFACTURING GROWTH[END_REF]. Other than initiatives like Smart City development, Skill India, Digital India, Start-up India, FDI enhancement, National Investment & Manufacturing zone, creation of Industrial Corridor will not only make India a global manufacturing hub but it will also generate a huge number of employment opportunities with growing Industrial demand [START_REF] Sharma | Exploring prospects for Make in India and Made in India, A study[END_REF].According to NASSCOM (National Association of Software Companies), every year, over 3 million graduates and post-graduates are added to the Indian work force but only 25 per cent of technical graduates and 10-15 per cent of other graduates are considered employable by the industry. Education is a process of skill formation and in this aspect, it is treated at par with the process of capital formation.Education not only increases the productive skills of the individual but also his earning power. It gives learners a sense of wellbeing as well as capacity to absorb new ideas, increases his social interaction, gives access to improved health and provides several more intangible benefits [START_REF] Kozma | National Policies That Connect ICT-Based Education Reform To Economic And Social Development[END_REF].

In the pastdecade, there has been a sharp increase in the number of private institutes as well asuniversities in India; higher education is continuing to expand, mostly in an unplannedmanner, without even minimum levels of checks and balances [START_REF] Umashankarvenkatesh | Balanced scorecards in managing higher education institutions: an Indian perspective[END_REF].In India, as per the report of All India Survey on Higher Education (AISHE) 2014-2015, enrollment in Technical Education (approximately 30%) is the second largest among all higher education programs [START_REF]Key Results of All India Survey on Higher Education 2014-2015[END_REF]. The Government of India encouraged the spread of Technical Education in last decade.Today it is reasonable to contend that the conceptualization and organization of academic work and the academic career structure no longer meet the educational and operational demands of the current environment and create many barriers to success [START_REF]The changing face of academic life; analytical and comparative perspectives[END_REF].The wide heterogeneity in quality of universities explains why only 25% of Indian engineering graduates are considered suitable for employment [START_REF] Farrell | The Emerging Global Labor Market[END_REF]. This is why the Indian National Assessment boards of Higher and Technical Education like NAAC and NBA have given weightages to the supporting and extension activities which are related to employability skills, for assessment of institutes with the academic and curriculum activities. As per National Assessment and Accreditation Council (2013), learning activities should have a visible element for developing sensitivities towards community issues, gender disparities, social inequity etc. and in inculcating values and commitment to society. Extension services also is the aspect of education, which emphasizes community services. These are often integrated with curricula as extended opportunities, intended to help, serve, reflect and learn. The curriculum-extension interface has an educational value, especially in rural India [8].

Effective Quality Services:-

There is desperate need in India that ‗Higher Education should be guided through Service Quality concepts to achieve excellence' [START_REF] Kanji | Total Quality management in UK higher education institutions‖[END_REF].There is consensus in the research literature in higher education that studentsexhibit several different approaches to learning. Qualitative and quantitative studieshave confirmed a broad distinction between deep and surface approaches to learning [START_REF] Entwistle | The conceptual bases of study strategy inventories[END_REF].

Bonnema and van der Wald grouped factors of a student market in higher education with the following labels: university, college, employability aspects, course content, student experience, sporting aspects, financial aspects, direct sources, media sources and social sources [START_REF] Bonnema | Information and Source Preferences of a Student Market in Higher Education[END_REF].Reference [START_REF] Sahney | A SERVQUAL and QFD approach to total quality education A student perspective‖[END_REF]define Quality in education from TQM perspective. They believe educational institution as an open system i.e. management system, a technical system and social system. It includes within it the quality of input in the form of students, faculty, supporting staff and infrastructure, the quality of processes in the form of the learning and teaching activity and the quality of outputs include examination results, employment, earning and satisfaction.Reference [START_REF] Sahu | Key Factors Affecting the Effectiveness of Technical Education-An Indian Perspective[END_REF]have briefly examined the various factors which affect the effectiveness of Technical Education and they have categorized them into seven major heads; Administration, Infrastructure, Teaching Effectiveness, Students, Interaction with Industry and Society, Extra-Curricular Activities, Research and Development.Reference [START_REF] John | Service Quality in Indian technical Education[END_REF]explained five factor model of Service Quality in higher education. Among five factors, Administration, Student Safety, Faculty Communication, Facilities and Interpersonal Behavior of Faculty, they found faculty members' communication was most important factor and has significant contribution for the overall satisfaction of the students.Service includes all the activities required to keep the product or service working effectively for the buyer after it is sold and delivered. Value based services should be delivered through; operating services, supporting services and extended activities based on Student Mentoring, Support Student Progression and Student Participation and Activities to enhance skills and ability development. Educational services are personal andcharacterized by intensive, intellectual, emotionaland/or physical participation of students in a serviceprocess. Services are often realized in a numberof steps, which, basically, constitute the very serviceprocess. Production and consumption of educationalservices take place simultaneously and students'participation in it is rather important. They evaluateservice quality, hence the shaping of the service process-detailed planning on how to provide a service-is vital to maintain (improve) educational servicequality. The process is so important that some authorsdescribe it as a real essence of service [START_REF] Senić | Menadžmenti marketing usluga[END_REF].

Operating Services:-

Operating services are those activities which are required for delivering a service to the acceptance of service. Reference [START_REF] Mestry | Perceptions of teachers on the benefits of teacher development programmes in one province of South Africa[END_REF]evidence in literature indicates that Continuing Professional Development of teachers is essential in creating effective colleges.Most scholars agree that the relationships between students and faculty are vital to student success in college [START_REF] Kuh | Student success in college: Creating conditions that matter[END_REF]. Furthermore, Kuh et al. contend that faculty approachability and interaction can consist of many facets, including working with a faculty member on a research project, working with a faculty member on activities other than coursework (committees, program activities, etc.), discussing assignments and grades, and receiving prompt academic feedback on performance.In addition to that the adoption of Total Quality Management enhances credibility to meet the requirements of the faculty performance which leads to improve its competitive position among other similar academic institutions [START_REF] Cornesky | Using Deming to improve Quality at Colleges and Universities[END_REF].Audio-Visual aids are now common in conducting the education services [START_REF] Bhattacharya | India in the knowledge economyan electronic paradigm[END_REF].Reference [START_REF] Lauridsen | ‗Shifting the Paradigm: Value-Chain Analysis Applied to Online Learning‗[END_REF] supports an interactive session focuses on participating in shifting the paradigm toward learner-centered curriculum delivery. Teaching and learning in TE is a shared process, with responsibilities on bothstudent and teacher to contribute to their success.Quality teaching and learning has broad horizons, taking place in a research-rich environment,where the subject matter is driven by the latest knowledge and research, delivered in a waywhich encourages students to develop academic literacy and both subject specific and genericskills which they can apply immediately in the real world.The application of educational technology enhances skills and cognitive characteristics with the explosion of learning and receiving new information, especially on mobile devices. The evolution and development of Information and Communication Technology (ICT) has resulted in a paradigm shift in the educational system. ICTs are changing the way people learn, offering new alternatives to the traditional classroom.ICTs have the capability of providing -personalized, just-in-time, up-to-date, and user-centered education activities‖ [START_REF] Haddad | The Dynamics of Technologies for Education[END_REF].ICTs have encouraged new research and development in teaching and learning techniques.ICTs have the potential to drive innovative and effective ways of teaching-learning and research. The inclusion of learning tools, easier use of multimedia or simulation tools, easy and almost instant access to data and information in a digital form which allows for computations and data processing generates possibilities which were otherwise not feasible.

Supporting Services:-

An assistance required for successful execution of program or process or service is known as Supporting service. Reference [START_REF] Severiens | A comparison of ethnic minority and majority students: Social and academic integration, and quality of learning[END_REF]found that students who feel at home, who are well connectedto fellow-students and teachers and who take part in extra-curricular activities aremore likely to graduate.The current education system lacks its focus on training young people in soft skills that can provide them with employment opportunities. As such, training in soft and employability skills is all the more relevant not least because the education system does not delve into personality development [START_REF] Janat | Opinion: Skill development -way ahead for India[END_REF].Another factor that impacts persistence is what is known as business procedures orbureaucratic factors. It can best be defined as the interaction that occurs between the student andthe service providers at the institution [START_REF] Bean | Nine themes of college student retention[END_REF]. For instance, common patterns of exchangesoccur between the student and various offices such as the business office, residence life, financialaid, departmental offices that define major requirements, social/athletic events, parkingmanagement, etc.A number of colleges and universities offer students a wide variety of services andresources intended to promote persistence by providing academic assistance [START_REF] Pascarella | How college affects students: Vol. 2 A decade of research[END_REF].Most of the academic support services aretutoring centers which offer academic assistance in a variety of areas, such as speaking, writing,and mathematics.Reference [START_REF] Adelman | Answers in the toolbox: Academic intensity, attendance patterns, and bachelor's degree attainment[END_REF] reported that academicresources such as these supporting services produced statistically significant positive impacts on student persistence.According to reference [START_REF] Evans | Student development in college: Theory, research, and practice[END_REF], college students must be actively involved and engaged in theirsurroundings if they are expected to learn and grow while attending college. While it is importantfor students to be academically involved and engaged, reference [START_REF] Tinto | Leaving college: Rethinking the causes and cures of student attrition[END_REF] contends that is alsoimportant for students to become involved and engaged in other areas of college life, such ascampus organizations, activities, athletic events, etc.Reference [START_REF] Jones | The relationship between writing centers and improvement in writing ability: An assessment of the literature[END_REF] suggested constantcollaborative activities between professors and student support services, such as theincorporation of support services or other supportive resources into class curriculum, class visitsto support centers, or simply encouragement to take advantage of support services, promotedstudent involvement and subsequent connectivity.Reference [START_REF] Fredrickson | Linking Student Effort to Satisfaction: the Importance of Faculty Support in Creating a Gain-Loss Frame[END_REF] explains that asuniversities provided programs and delivered benefits exceed the charged fees, students would have a high senseof satisfaction.Reference [START_REF] Kleemann | Weaving silos-a leadership challenge: A cross-functional team approach to supporting web-based student services[END_REF] discusses the evolution of web services and describes how services such asfee payment, parking renewal, registration, career services, and personal counseling, as supporting services.

Extension Services:-Motivation and students' approaches to learning are dynamically related to each other [START_REF] Cano | University students' achievement goals and approaches to learning in mathematics[END_REF]. One important factor which affects students' persistence is that of being socially integrated and connected with others, especially other students. Education or an Institute, for most students, is not only a time of academic pursuits but also an opportunity to explore or enhance themselves as social beings. In fact, while some students desire to finish college, they do not consider themselves to be ultra-academic beings and instead want to partake in endeavors that develop them socially [START_REF] Moxley | Keeping students in higher education: Successful practices and strategies for retention[END_REF].Reference [START_REF] Baker | SACQ student adaptation to college questionnaire[END_REF] detected academic and social integration to be influential on study performance. They also distinguish four concepts in academic integration: academic-, social-, personal-& emotional adjustment and attachment.Greatest importance needs to be attached to extension work, as a learning and development instrument, for the benefit of community through students and teachers [START_REF] Goel | Encyclopedia in Higher Education in the 21st Century[END_REF].

Students satisfaction:-Reference [START_REF] Kotler | Marketing For Health Care Organizations[END_REF] define satisfaction as a state felt by a person who has experienced performance or an outcome that fulfill his or her expectation. Satisfaction is a function of relative level of expectations and it perceives performance. Satisfaction is also perceived as the intentional performance which results in one's contentment [START_REF] Usman | The Impact of Service Quality on Students' Satisfaction in Higher Education Institutes of Punjab[END_REF].Consumers, such as students, usually make a purchase decision based on their own valuation of the marketingefforts. However, their satisfaction is based on their evaluation of the products or services utilized and whether ornot their expectations or needs were met [START_REF] Athanassopoulos | Behavioral Responses to Customer Satisfaction: an empirical study[END_REF]. Educational institutions use certain methodologies to determine the level of their students' satisfaction regarding the services and programs they offer to better fulfill student needs and satisfy student aspirations [START_REF] Qureshi | Service Quality SERVQUAL model in Higher Educational Institutions, What Factors Are to be Considered[END_REF].If the higher education sector knows aboutthe factors that improve students' perception of satisfaction, it will can provide better services as well asimproving existing ones. To gain competitive advantage, reference [START_REF] Petruzzellis | Educational value: how students choose university[END_REF] recommenduniversities to highlight the strategic importance of social values gained by students when joining them. Moreover,they argued that universities must demonstrate how they provide support to their students'objectives achievement. Basically, this would affect the students' perception of satisfaction hence the university'scompetitiveness. Several factors influence students' level of satisfaction as well as their achievement and absorptioncapacity.To deliver knowledge with quality effectively, teaching methods by instructors,as well as the related supporting services, are two critical elements [START_REF] Petruzzellis | Educational value: how students choose university[END_REF].Determining and assessing students'satisfaction with their educationalexperiences is not so easy, but can be veryhelpful for the institutes to build strongrelationship with their existing and potentialstudents.

Conceptual Framework

Research Methodology:-

The objective of this research was to find out students' perceptions and experience on services offered by the TE institutes and to find out relation between satisfaction and the services experienced. A qualitative research through a survey was made. It comprised of a structured questionnaire sent through e-mail to the current-students enrolled and passed-out students (alumni) belonging to the technical institutes affiliated to North Maharashtra University. Sample size (n) was calculated at 95% Confidence Level for which Standard Normal Variate (Z) is 1.96 & at Standard Error (e) of 0.03 by n=Z 2 (p)(1-p)/e 2 ; where n = Sample Size to be used for this study, N = unknown population, p = Estimated Portion of Population N. For p = 90%, ‗n' comes out to be 553. However, sample size of 664 was selected by quota sampling from technical institutes offering different programs in engineering, pharmacy and management & different students (Current as well Post-students/Alumni) based on their location of native place, gender. The questionnaire comprised structured and closed ended questions measuring different services offered by TE Institute and its' relation with the satisfaction of decision of selection of TE institute were sent through E-mail. Responses were obtained through a google form on a scale ranging from 0 to 5, where value zero islow weightage and value five ishigh weightage. The characteristics of the sample is described as below;

  By Gender:Male: 454;Female: 210 By Native Place: District: 162; Taluka: 283; Village: 219 By Technical Educational Program: Engineering: 492; Pharmacy: 113; Management: 59

From Literature Review:- (

  Fig 1: All-inclusive Service Model for Technical Education, Self-Creation through Literature Review)

	Operating Services		Supportive Services	Extension Services
	 Curricular planning,	 Industry -Interaction	 Social Activities & holistic
	implementation, enrichment	 Publications	development
	 Internal & Final Examination	 Technical Workshops/Symposium	 Community development
	 Teaching-learning Process	 Students guardian/mentor system	 Social Clubs
	 Students Performance & Learning	 Feedback & Assessment System	 Involvement in National
	outcomes	 Employability development	Agencies / NGO
	 Research Promotion & Research	 Financial Aid	 Rural development activities
	Publication	 R & D Cell
	 Computational facilities &	 Guest Lectures & Expert Talks
	Internet	 Education/Industrial Tours
	 Library access	 Training & Employability
	 Laboratory access		Development programs
	 Use of Technology	 Entrepreneurship Cell
		 Placements & Higher Education
			assistance
		 Co-curricular and Extra-Curricular
			Activities
		 Transportation facilities
		 Residential Facilities
		 Administrative support
		 Banking & Post facilities
		 Safety & Security services
		 Medical facilities & insurance
		 Awards & Rewards
		 Learn and Earn
			Students
			Operating Services
	Institute		Institute
	Staff	Supporting Services	M anagement
			Extension Services
			Satisfaction

Data Interpretation And Findings:-

It is observed that Institutes are concentrating on operating services more than the supporting services and extension services. However, students' satisfaction is more associated with the supporting activities and extension activities than operating activities.

Conclusion:-

According to former Prime Minister of India, Dr. Manmohan Singh -‗The time has come tocreate a second wave of institution building and of excellence in the fields of education,research and capability building'. We need an educational system that is modern, liberal andcan adapt to the changing needs of a changing society, a changing economy and a changingworld.Infosys, an IT giant, last year sorted through 1.3 million applicants only to find that aroundtwo percent were qualified for jobs. Employability services can play a big role to help both institutes and their students to understand and evaluate their job readiness and work constructively to fix the lean points.Industry and Academia connect is necessary toensure curriculum and skills development of students are in line with requirements. (knowledge + global professional skills = good jobs).We live in a world that requires the combination of different skills and knowledge sets for increasing success and competitiveness,TE leaders must work with all constituent services to forge the best possible strategic services to recruit, develop, retain, to produce employable graduate students and to assist them for placements and further career path. Educational services can be driven on Five Pillars; make it easy, make it relevant, make it fresh, manage it, measure it. Such services should impart social, moral, integrity, character, spirituality and many more as it builds the qualities of humility, strength and honesty in a student. These sets of services should lead to purity of heartsand sincerity too. Education services must extend relationship with the world. In the next few decades, India will probably have theworld's largest set of young people. Even as othercountries begin to age, India will remain a country ofyoung people. If the proportion of working population tototal population increases by delivering employable services and skill developments services, Indiawill find productive job opportunities for such a workingpopulation and that would give India a big opportunity toleapfrog in the race for social and economic developmentand as a result growth rates would go up. No. doubt!


Mahajan P T #

R C Patel

Encouraging Enrolments by People's Influence; A desperate need for Technical Education Evolution

Keywords: People Mix, Marketing Segmentation, Technical Education (TE)

There is a rapid growth of technical education in last decade in terms of the no. of institutes and intake capacity in India but with improper and nondirectional development. As per AICTE reports, there is noticeable gap in between the actual no. of enrolments and intake capacity of these institutes. In the year 2015-16, 46% of seats were vacant in Technical Education in India. Segmentation and 'People' factor of service mix is very important aspects in education services. The purpose of this paper is to highlight the influence of people mix on geographical and demographical factors of students in selecting technical educational institute. The study found that geographical and demographical factors of students are highly related with the people mix in selection of technical educational institute. Several studies have revealed that the marketing segmentation of technical education will be better developed if we consider geographical and demographical factors and then implementing people mix. It is found that there are some People mix -influencers -related to the institute and previous schools along with peoples associated with the students that are associated with geographical and demographical factors. So, it is useful to consider this association rather than considering only traditional factors. This article provides empirical support for the importance of such factors and their effect on educational choices. Different communication strategies of people mix can be used based on geographical and demographical factors which will proceed to not only growth but development of technical education in proper direction also. The paper represents new form of geographical and demographical factors with various people mix of educational service, that together affects students' decision in selecting their technical educational institute.

I. INTRODUCTION

As technical education (TE) in India is turning more competitive, it has become necessary for TE institutions to engage in strategic marketing. More than promotional activities, strategic marketing involves to draw students toward the institution; it should also include market segmentation and positioning [START_REF] Cann | Key elements of a successful drive toward marketing strategy making[END_REF]. The reason why segmentation is important and timely is that universities and institutes are currently struggling with how to best serve their learners in the face of declining financial resources, increased calls for accountability by Government, increasing competition among institutions and more discerning students, particularly those referred to as the 'millennials' [START_REF] Howe | Millennials rising: the next great generation[END_REF]. While some prospective students share similar characteristics but most of them are not similar as per gender, age, geographical location, parent's income etc. Students with similar characteristics can be grouped and can be yielded for definable segments. Lewis and Smith observed that every college and university has a mission but very few fully identify who they serve [3].

Customers of educational services are classified as Internal customers; students, staff and management and External customers such as parents, other schools and colleges, alumni and community [START_REF] Magaud | Managing quality for higher education: A Systems Perspective[END_REF]. The institute searching process is a long one.

McDonough

(2004) stated that the transition/searching process begins during the middle school years. Students begin to develop college awareness and ideas of academic aspirations. During 10th (SSC) and 12th (HSC) students began looking for schools that meet their needs socially and academically (McDonough 2004). After searching internal sources, if the student realizes that the information gathered is not enough to base on and decide, external sources of information are considered. People Factor such as; Parents, Brother & Sisters, Relatives, Friends/Peer, Current & Post students of institute, previous School/Coaching Teachers, Staff and Management People of Institute, act as a reference group for the pre-students (prospective students) to take their decision on institute selection. Reference Group is the group to which the individual relates or aspires to relate himself or herself psychologically and a source for framing his or her experiences, perceptions, cognition, and ideas of self. Robert K. Merton hypothesized that individuals compare themselves with reference groups of people who occupy the social role to which the individual aspires [5]. There are several people who influence a student's institute decision, but their degree of impact on students varies from school to school [6].

II. PEOPLE FACTOR OF SERVICE MIX

The tradition four Ps marketing approaches work well for goods but additional elements require attention in service business; People, Physical Evidence and Process. Because most services are provided by the people and experienced by the people by their motivation and behavioural characteristics, they make a huge difference in customer satisfaction. This is the main principle of service management; 'By the people for the people'. Parents: The home setting is a particularly rich and ongoing source of information for college-educated families [8]. The collision between the worlds of institute and of home and family must be understood by institutions as lower-income students become more prevalent [9]. Many studies have connected parent support and encouragement to institute plans [10]. Parents are main source of financial aspects; however, their support is determined by the education level. When parents lack firsthand "institute knowledge" and have limited financial and social resources, they consequently have a lessened capacity to facilitate institute planning [11]. According to Hossler, Schmit and Vesper (1999), parental support was a key factor in influencing students' aspirations to go onto college. Typically, students whose parents did not attend college/institute graduation find it more difficult to address the issues related to choose, chances, and application needs when it comes to college. Typically, these students begin thinking about institute much later than do students who have parents and family members who have attended higher education institutions. Brothers & Sisters: When parents are not educated or unknown about the institutes, the supporting information is provided by the siblings. However, graduate elder siblings or undergoing graduate siblings have a major role in the decision of selection. In rural area where the parents are uneducated and are unable to provide information, elder siblings play a vital role even; they become a financial source for the pre-students if they are employed. Relatives: Relatives are contacted, particularly those are residing in urban area, as they supposed to have more knowledge on the institutes and programs. Students contact their relatives for getting information on cost involved in the related education and for knowing number of colleges/institutes available in the urban area and compare them with the budget. Friends / Peer: If students are exposed to other individuals such as friends, who have studied in that institute, students will often rely on those individual for their valuable guidance on campus life, infrastructure, teaching methodology, examination pattern etc. A peer group of friends, is both a social group and a primary group of people who have similar interests, age, background, or social status. They prefer to talk about school and their careers with their parents and other interpersonal relationships with their peers [12]. Peer influence is dependent upon variables of friendship closeness, high school track placement, race, and gender composition of the relationship [13]. Intuition reinforces the finding that peers who are academically-oriented are an asset for career aspirations [14]. Peer influence for these youths appears to be the most influential factor in the decision about institute [15]. But if those peer effects are asymmetric so that students at different levels of behaviour or characteristics are influenced differently by their interaction with others, then peer effects introduce an issue of economic efficiency, too. Taylor (1992) is of the belief that friends' advice is the major source of information influencing students' choice of tertiary educational institutions. School / Coaching teacher: Students do report the desire for a quality high school counsellor who might guide them through a process that seems daunting, complicated and time-consuming [16]. School counsellor can increase the confidence of families who may otherwise shy away from the institute. Parents' discussions with counsellors are a significant step toward in making institute decision, which highlights the benefits of cultivating early positive parent-counsellor relationships [17]. Students who do not have family members who have attended institute often look towards the school as their main support. The school creates the environment closest to the institute setting for these students. School and coaching teachers act as a career advisor. Staff of Institute: While there are undoubtedly numerous factors that influence to enter the technical education, the relationships built during formal and informal counselling exercises adopted by the institute can affect personal decisions. Counselling by institute staff is necessary for students when preparing for institute, as they are the measures of service delivery. "We know that counsellors influence students' aspirations, plans, enrolments, and financial aid knowledge. Meeting frequently with a counsellor increases a student's chance of enrolling in a four-year institute, and if students, parents, and counsellors work together and communicate clearly, students' chances of enrolling in college significantly increase". An institution's own members of staff, through telephone conversations and email correspondences to prospective students, also play a major role in influencing student choice decision. Management of Institute: Management people are the in-direct source of influencers. These people are the main service providers in the education services.

Here, pre-students may not approach management people, however, pre-students have a perceived value or an image for the management and brand of the institute. Management people communicate their culture, style and brand through their publications, sponsored programs, paid and non-paid sources of advertisements and social events. Pasternak (2005) pointed out that the information given by the management through institution's own printed materials is also very influential in student choice process. Despite numerous sources of information, there is still a general lack of adequate information for prospective students and their parents to make meaningful comparisons among universities offering the same or similar academic program, due to poor and less informative and promotional materials designed by the managements of educational institutions.

Current-students (Prospective Students):

Currentstudents are the real experience holder of the service which is offered by the institute as they are currently in touch with the service and facilities of the institute. They are the real word of mouth for the institute as well as for the pre-students. But, their positive message delivered to the pre-student will depend on the type of experience they are receiving. However, families reveal a growing trend in which currentstudents commonly identify parental encouragement as a primary reason for deciding selection of institute [18]. Pre-student approaches current-students to update recent information regarding the institute as all other resources may provide old information regarding the institute. Again, they may verify the information provided by the other resources with the current-students. Pre-students often associate themselves with other individuals who have experienced the same cultural and social experiences and compare their institute going behaviours with those who are attending institute now. Alumni (Post-Students): Alumni are the finished product of the educational institutes. They had experienced a service and are in the perfect position to tell the value of that service in the present market. Alumni share common characteristics and interest with the pre-students. Pre-students take information from the Alumni for the future scope and value of educational program provided by the institute. However, opinion and the information provided may be different from alumni to alumni depending on the services and the level of satisfaction the alumni received from institute. Pre-Student themselves: Pre-students take their decision mostly after collecting all information from all available sources and compares them with their personal factors. Most pre-students after collecting primary information from school teachers, friends, family prefer to visit directly to the concerned institute to verify physical evidence. They interact with administrative staff as well as faculty of the institute on academic or financial aspects. Prestudents look for institute settings that are consistent with their own environment and culture. Most of time, pre-student himself is not capable of taking decision without making a contact with the network of information sources. They make coalition, a temporary alliance to get this information. Coalition is defined as a group of an interacting group of individuals, deliberately constructed, independent of the formal structure, lacking its own internal formal structure, consisting of mutually perceived membership, issue oriented, focused on a goal or goals external to the coalition and requiring concerted member action. Table 1 shows the gender-wise responses of the students on influencers' impact in the selection of technical educational institute. The calculated chisquare value for contingency table for Male and Female and responses on the influencer 'Parents' is p=0.023 which is significant at 0.05 i.e. p is <0.05. Based on this chi-square test we accept H1 and can conclude that there is difference between male and female in accepting 'Parents' as an influencer in selecting technical educational institute. Female responses (Mean= 6.1) are higher that the male responses (Mean= 5.7) which suggest that female students have more impact of 'Parents' influencers on selecting technical educational institutes than male students. Similarly, we can say that female students have more impact of 'Management People' and 'Siblings' influencers on selecting technical educational institutes than male students. However, based on chi-square test, there is no difference in gender (male & female) on the impact of 'Relatives', 'Peer/friends', 'Current-students', 'Alumni', 'Previous teachers', Institute Staff' and 'Pre-students themselves' where p value is >0.05. We reject H1 for this cases. Female students have impact of all influences greater than the male students on their decision of selection for technical educational institute.

Conceptual Model -Segmentation Vs Service Mix:

IV. DATA INTERPRETATION AND FINDINGS

Effect of gender on the influencers -

(

Effect of Native Place on Influencers -

Table 2 shows the responses based on students' native place on influencers' impact in the selection of technical educational institute. The calculated chi-square value for contingency table for native place -District, Taluka, Village and responses on the 'Siblings' influencer is p=0.022 which is significant at 0.05 i.e. p is <0.05. Based on this chisquare test we accept H1 and can conclude that there is difference between students residing in District, Taluka, Village in accepting 'Siblings' as an influencer for selection of technical educational institute. Taluka & Village students' responses (Mean= 3.4 & 3.3) are higher that the District students' responses (Mean= 2.7) which suggest that Taluka & Village students have more impact of 'Siblings' influencers on selecting technical educational institutes than District students. Similarly, we can say that there is difference in District, Taluka and Village students in accepting impact of influencers; 'Peer/Friends', 'Currentstudents' 'Previous teachers' and 'Pre-students themselves' with p=0.007, p=0.006, p=0.019 and p=0.039 respectively, which is significant at 0.05 as p<0.05. However, based on chi-square test, there is no difference in District, Taluka, Village students on the impact of 'Parents', 'Relatives', 'Alumni', Institute Staff' and 'Management People' where p value is >0.05. We reject H1 for this cases.

(Table 2

Effect of Parents Occupation Sector on Influencers -

Table 3 shows the responses based on parents' occupation sector on influencers' impact in the selection of technical educational institute. The calculated chi-square value for contingency table for parents belonging to education sector and noneducational sector and responses on the all influencers is >0.05. Based on chi-square test we reject H1 and can conclude that there is no difference between students whose parents belonging to education sector and non-educational sector in accepting the impact of all influencers for selection of technical educational institute.

(Table 3: Chi-square Test for Association performed with Minitab17: Parents Occupation Sector Vs Impact of Influencers; Mean of responses received for the influencers based on students' parent occupation sector)

Effect of Parents Income on Influencers -(Table 4: Chi-square Test for Association performed with Minitab17: Parents income Vs Impact of Influencers; Mean of responses received for the influencers based on students' parents' income)

Table 4 shows the responses based on parents' incomes on influencers' impact in the selection of technical educational institute. The calculated chisquare value for contingency table for parents' income group on the all influencers is >0.05 for all groups of income. Based on chi-square test we reject H1.and can conclude that there is no difference between students whose parents' income belonging to various income groups in accepting the impact of all influencers for selection of technical educational institute.

Effect of Technical Program on Influencers -

Table 5 shows the responses based on technical program in which the students are admitted with the impact of influencers in the selection of technical educational institute. The calculated chi-square value for contingency table for technical program in which the students are admitted and responses on the 'Siblings' influencer is p=0.022 which is significant at 0.05 i.e. p is <0.05. Based on this chi-square test we accept H1 and can conclude that there is difference between students admitted in various technical programs; engineering, management and pharmacy in accepting 'Siblings' as an influencer for selection of technical educational institute. Responses of students admitted in Management and Pharmacy are (Mean= 3.8 & 3.2) are higher that the responses of students admitted in engineering (Mean= 2.8) which suggest that management and pharmacy students have more impact of 'Siblings' influencers on selecting technical educational institutes than engineering students. Similarly, we can say that there is difference in engineering, management and pharmacy students in accepting impact of influencers; 'Relatives', 'Alumni' 'Institute Staff', 'Management People and 'Pre-students themselves' with p=0.024, p=0.006, p=0.005, p=0.002 and p=0.017 respectively, which is significant at 0.05 as p<0.05. However, based on chi-square test, there is no difference between the students admitted in engineering, management and pharmacy on the impact of 'Parents' (p=0.178), 'Peer/Friends' (p=0.083), 'Current-students' (p=0.136) and 'Previous teachers' (p=0.557) where p value is >0.05. We reject H1 for this cases.

Effect of distance of institute from native place on Influencers -

Table 6 shows the responses based on distance of institute from students' native place with the impact of influencers in the selection of technical educational institute. The calculated chi-square value for contingency table for the distance of institute from students' native place and responses on the 'Siblings' influencer is p=0.043 which is significant at 0.05 i.e. p is <0.05. Based on this chi-square test we accept H1 and can conclude that there is difference between students whose differ in distance of the institute from their native place in accepting 'Siblings' as an influencer for selection of technical educational institute. Responses of students who study in local institutes, institutes placed in between 0-50 kms with Mean= 2.3 & 2, respectively, are higher than the responses of students admitted in the institutes placed >50 kms away from native place. This reflects that the students studying in the institutes which is within 50 kms from their native place have more impact of 'Siblings' influencers on selecting technical educational institutes than engineering students. Similarly, we can say that 'Previous teachers', 'Institute staff', 'Management People and 'Prestudents themselves' with p=0.017, p=0.012, p=0.014, and p=0.038 respectively, which is significant at 0.05 as p<0.05, have more impact on the students who differs in the distance of their institute from their native place in selecting technical educational institute.

(
However, based on chi-square test, there is no difference between the students who varies in the distance of institute and native place on the impact of 'Parents' (p=0.427), 'Relatives' (p=0.762), 'Peer/Friends' (p=0.184), 'Current-students' (p=0.673), and 'Alumni' (p=0.376), where p value is >0.05. We reject H1 for this cases.

V. SUMMARY AND MARKETING STRATEGIES

• It is found that female students, search and analyse all sources of primary information available through promotional activities. Institute website, social networking sites, face-to-face communication, education fairs, institute's print material, sponsorship and publicity programs have influenced them in selecting institute of TE of their choice. This is may be for, backing-up their decision and to convince their parents and family for the decision which is essential in case of female.

• It is surprising that, instead of less infrastructural facilities, rural students (belonging to village) are keen to search and gather information from institute websites and social networking sites. Villages students have considered all sources of promotion mix as well as they are influenced from these sources.

• Management students are influenced by all the promotional activities of institute ahead of engineering and pharmacy students. Engineering students are less influenced by the promotional mix, this means that they are searching new sources.

• Institutes who are placed in villages are concentrating only on social networking. They are lagging in other promotional mix. Institutes placed in urban are strong in their publicity program than the others. Institute those who are placed in urban area are strong in face-to-face interactions, website and print materials.

It is important to know institute's strongest influencers, so that the institute can create a communication strategy that incorporates them into the outreach process. It seems from above survey that 'Parents' as an influencer is having an impact on gender. Female students are more likely to consider parents' decision than male students in selecting their technical educational institute. Siblings of students belonging Village and Taluka place suggest them in selecting technical programs and selecting an institute based on the distance of the institute from their native place. Relatives of students are also helpful in selecting type technical program. Alumni and Friends/Peer of students who belongs to village and taluka also have an influence on selection. Institutes must sure that it has an appropriate communication channels set up with the parents, siblings, relatives and friends through education exhibitions, print publications, social media involvement, digital advertisement, career counselling programs. Alumni and Current-student's relationship are the assets without cost for the institutes in term of 'word of mouth' because their communication is based on true experience of the service. Social media (engagement through Facebook pages, LinkedIn) is an important part of alumni, current-students and pre-students' engagement. It's a means to stay connected for long way and forever. Institutes' staff can share institute's strategic value messages when they have conversations with prospective students and alumni. Even staff can visit schools and colleges for delivering seminars on career counselling, technical educational awareness. They can further develop relationships with the school teachers. Currentstudents should be provided with valued based services like supporting, operating and extension activities. Current-students and alumni are the real assets for the institutes without cost. Effective bonding with them will create a free 'word of mouth' for the institutes.

VI. CONCLUSION

Marketing is most effective when its message is tailored to the audience the institute wants to reach. This method of refining specific groups with a message that is clear and useful to the recipients is called targeted marketing by segmentation. Knowing students based on their geographic & demographic factors can be a powerful strategy for developing technical institutes that can mobilize a management of institute to transform. By determining these targeted audiences, institute can predict the desired behaviour. It provides a point of convergence for service providers, service receivers and planners. It is the strategic rearrangement of services, governance and communications which improves staff and management people's morale and reputation of the institutes by increased enrolments.

In educational services, 'People Mix' plays a vital role as 'People' here are the service providers (management people, staff) as well as service receivers (students). In today's scenario where technical education is gaining it's important due to its vital contribution towards economic growth of the country, it is important for the technical institutes to whom to serve and when, where and how? At the same time, institutes should know what sources students and the influencers are using to search institutes. Without guidance from a friend, teacher or a family member, many students fear to take decision at their own, even if they decide to take at their own, they end up with the same setting.

There should not be just links and clicks, institute must look for relationship with these influencers. Relationship building though, is a toughest job, as meeting people face to face and having a cup of coffee with them might be tougher, but with today's technology sources the world might be not enough to build relationship. The institutes must identify the tools to connect and re-connect the influencers. All influencers are needed to work to explore all possible avenues towards the growth and development of technical education by motivating the prospective students towards technical education. However, the institutes those who will act a lubricant for relationships will only survive, after all 'for the people by the people' cannot run without bonds and relationships.

Fig. 1 :

 1 Fig. 1: Conceptual Model adopted and modified from Riley -A buyer's decision-making process, 2012III. RESEARCH METHODOLOGYThe objective of this research was to find out people's influence, which is a referred group for a student, on the geographic and demographic characteristics in selection of technical educational institute for a student. A qualitative research through a survey was made. It comprised of a structured questionnaire sent through e-mail to the current-students enrolled and passed-out students (alumni) belonging to the technical institutes affiliated to North Maharashtra University. Sample size (n) was calculated at 95% Confidence Level for which Standard Normal Variate (Z) is 1.96 & at Standard Error (e) of 0.03 by n=Z 2 (p)(1-p)/e 2 where n = Sample Size to be used for this study, N = unknown population, p = Estimated Portion of Population N. For p = 90%, 'n' comes out to be 553. However, sample size of 649 was selected by quota sampling from technical institutes offering different programs in engineering, pharmacy and management & different students (Current as well Post-students) based on their location of native place, gender, father's qualification, occupation and income and technical educational program. The questionnaire comprised of geographic and demographic factors of students with questions measuring influencers impact on the selection of technical institute on a scale ranging from 0 to 5, where value zero, was no influence at all and value five, was most influence. The characteristics of the sample is described as below;

(

  Table 5: Chi-square Test for Association performed with Minitab17: Choice of technical Program Vs Impact of Influencers; Mean of responses received for the influencers based on admitted technical program Figures in bold are significant at 0.05. (p <0.05; confidence level 95%)

Influencer School Teachers Coaching Teachers Reference Group Prospective Students (Pre-students) Geographical Segmentation Demographic Segmentation Conceptual M odel: Segmentation Vs People M ix

	Previous	Students Related Influencer		Institute Influencer
	School/ Coaching	Pre-Student (Self) Friends Relatives Brothers & Sisters Parents		Post-Students Current-Students Staff M anagement
		Search for need	Information Search	Evaluation of Alternatives	Selection for Institute	Satisfaction

Table 1

 1

: Chi-square Test for Association performed with Minitab17: Gender Vs Impact of Influencers; Mean of responses received for the influencers gender-wise Figures in bold are significant at 0.05. (p <0.05; confidence level 95%)

Table 6 :

 6 Chi-square Test for Association performed with Minitab17: distance of institute from native place Vs Impact of Influencers; Mean of responses received for the influencers based on native place Figures in bold are significant at 0.05. (p <0.05; confidence level 95%)

5 Gerald Holton (2004). Robert K. Merton -Biographical Memoirs. Proceedings of the American Philosophical Society. 148 [START_REF] Magaud | Managing quality for higher education: A Systems Perspective[END_REF] 15 Sokatch A. (2006). Peer influences on the college-going decisions of low socioeconomic status urban youth. Education and Urban Society. 39(1), 128-146.

16 Maduakolam I. (2000). Career development theories and their implications for high school career guidance and counselling. High School Journal, 83(2), 28. 17 Bryan J., Holcomb, McCoy C., Moore-Thomas C., & Day- Vines, N. (2009). Who sees the school counsellor for college information? A national study. Professional School Counselling. 12(4), 280-291.

18 Saenz V.B., Hurtado D., Barrera D., Wolf D., and Yeung F. (2007). First in my family: A profile of first-generation college students at four year institutions since 1971. Higher Education Research Institute.


Mahajan P T Golahit

By the People for the People: People's influence on students in selecting Technical Educational Institute

Keywords: People mix, influencers, Technical Education, North Maharashtra University, Jalgaon

Purpose

There is a rapid growth of technical education in last decade in terms of the no. of institutes and the intake capacity in India. However, there is noticeable gap in between the actual no. of enrollments and intake capacity of these institutes. In Maharashtra 41% of seats were vacant in 2016. 'People' factor of service mix is very important mix of education services. The purpose of this paper is to highlight the people factor that influence students in selecting technical educational institute of their choice.

Design methodology

A qualitative research was conducted with a survey of students those who are presently enrolled (pre-students) and those who have completed their study (post-students) belonging to the institutes offering technical education affiliated to the North Maharashtra University, Jalgaon.

Findings

The study found that there are some reference groups/influencers related to students and institutes that have a direct influence on the students in the making decision of selection of technical education. Their satisfaction of this decision also has relationships with the influencers.

Research limitations

The survey is limited to the students of technical education belonging to North Maharashtra University, Jalgaon.

Practical implications

The marketing segmentation of technical education will be better if we consider these reference groups (people mix) as an influencer. It is found that there are some People Mix -influencers -related to the institute and previous schools along with peoples associated with the students. So, it is useful to consider all these influencers rather than considering only traditional students related influencers. This article provides empirical support for the importance of interpersonal influence for educational choices. Different communication strategies can be used for these influencers who motivates students towards their decision in selecting technical education. The paper represents new form of influencers that motivates students in selecting their technical educational institute.

Introduction

Lewis and Smith observed that every college and university has a mission but very few fully identify who they serve [1]. Customers of educational organization are classified as Internal customers; students, staff and management and External customers such as parents, other schools and colleges, alumni and community [START_REF] Magaud | Managing quality for higher education: A Systems Perspective[END_REF]. The college searching process is a long one. McDonough (2004) stated that the transition/searching process begins during the middle school years. Students begin to develop college awareness and ideas of academic aspirations. During 10 th (SSC) and 12 th (HSC) students began looking for schools that meet their needs socially and academically (McDonough 2004).

After searching internal sources, if the student realizes that the information gathered is not enough to base on and decide, external sources of information are considered. According to Kotler and Armstrong (2008) the sources of information available to prospective customers includes: (i) personal non-marketer controlled sources. These include family, friends, acquaintances, teachers, colleagues etc. (ii) personal marketer controlled sources whose examples include sales representatives; (iii) nonpersonal non-marketer controlled. Publicity in the mass media is an example of this source; (iv) non-personal marketer controlled, examples include but not limited to advertisements, prospectuses, websites. Family opinions, peer influence, secondary school support, and academic preparation are the examples which ultimately influence students' decisions to attend institute [START_REF] Bui | First-generation college students at a four-year university: Background characteristics, reasons for pursuing higher education, and first-year experiences[END_REF]. People Factor such as; Parents, Brother & Sisters, Relatives, Friends/Peer, Current & Post students of institute, previous School/Coaching Teachers, Staff and Management People of Institute, act as a reference group for the pre-students (prospective students) to take their decision on institute selection. Reference Group is the group to which the individual relates or aspires to relate himself or herself psychologically and a source for framing his or her experiences, perceptions, cognition, and ideas of self. Robert K. Merton hypothesized that individuals compare themselves with reference groups of people who occupy the social role to which the individual aspires [4]. There are several people who influence a student's institute decision, but their degree of impact on students varies from school to school [5].

People factor of Service Mix

The tradition four Ps marketing approaches work well for goods but additional elements require attention in service business; People, Physical Evidence and Process. Because most services are provided by the people and experienced by the people by their motivation and behavioral characteristics, they make a huge difference in customer satisfaction [START_REF] Kotler | Marketing Management[END_REF]. This is the main principle of service management; 'By the people for the people'.

Parents:

The home setting is a particularly rich and ongoing source of information for college-educated families [START_REF] Mcdonough | Choosing colleges: How social class and schools structure opportunity[END_REF]. The collision between the worlds of institute and of home and family must be understood by institutions as lower-income students become more prevalent [START_REF] Howard | Where are the poor students? A conversation about social class and college attendance[END_REF]. Many studies have connected parent support and encouragement to institute plans [START_REF] Conklin | Does consistency of parental encouragement matter for secondary students[END_REF]. Parents are main source of financial aspects; however, their support is determined by the education level. When parents lack firsthand "institute knowledge" and have limited financial and social resources, they consequently have a lessened capacity to facilitate institute planning [START_REF] Thayer | Retention of students from first generation and low income backgrounds[END_REF]. According to Hossler, Schmit and Vesper (1999), parental support was a key factor in influencing students' aspirations to go onto college. Typically, students whose parents did not attend college/institute graduation find it more difficult to address the issues related to choose, chances, and application needs when it comes to college. Typically, these students begin thinking about institute much later than do students who have parents and family members who have attended higher education institutions.

Brothers & Sisters: When parents are not educated or unknown about the institutes, the supporting information is provided by the siblings. However, graduate elder siblings or undergoing graduate siblings have a major role in the decision of selection. In rural area where the parents are uneducated and are unable to provide information, elder siblings play a vital role even; they become a financial source for the pre-students if they are employed.

Relatives: Relatives are contacted, particularly those are residing in urban area, as they supposed to have more knowledge on the institutes and programs. Students contact their relatives for getting information on cost involved in the related education and for knowing number of colleges/institutes available in the urban area and compare them with the budget.

Friends / Peer: If students are exposed to other individuals such as friends, who have studied in that institute, students will often rely on those individual for their valuable guidance on campus life, infrastructure, teaching methodology, examination pattern etc. A peer group of friends, is both a social group and a primary group of people who have similar interests, age, background, or social status. They prefer to talk about school and their careers with their parents and other interpersonal relationships with their peers [START_REF] Steinberg | Adolescence[END_REF]. Peer influence is dependent upon variables of friendship closeness, high school track placement, race, and gender composition of the relationship [START_REF] Hallinan | Students' characteristics and the peer-influence process[END_REF]. Intuition reinforces the finding that peers who are academically-oriented are an asset for career aspirations [START_REF] Garg | Educational aspirations of male and female adolescents from single-parent and two biological parent families: A comparison of influential factors[END_REF]. Peer influence for these youths appears to be the most influential factor in the decision about institute [START_REF] Sokatch | Peer influences on the college-going decisions of low socioeconomic status urban youth[END_REF]. But if those peer effects are asymmetric so that students at different levels of behavior or characteristics are influenced differently by their interaction with others, then peer effects introduce an issue of economic efficiency, too. Taylor (1992) is of the belief that friends' advice is the major source of information influencing students' choice of tertiary educational institutions.

School / Coaching teacher: Students do report the desire for a quality high school counselor who might guide them through a process that seems daunting, complicated and time-consuming [START_REF] Maduakolam | Career development theories and their implications for high school career guidance and counseling[END_REF]. School counsellor can increase the confidence of families who may otherwise shy away from the institute. Parents' discussions with counselors are a significant step toward in making institute decision, which highlights the benefits of cultivating early positive parent-counselor relationships [START_REF] Bryan | Who sees the school counselor for college information? A national study[END_REF]. Students who do not have family members who have attended institute often look towards the school as their main support. The school creates the environment closest to the institute setting for these students. School and coaching teachers act as a career advisor.

Staff of Institute: While there are undoubtedly numerous factors that influence to enter the technical education, the relationships built during formal and informal counselling exercises adopted by the institute can affect personal decisions. Counseling by institute staff is necessary for students when preparing for institute, as they are the measures of service delivery. "We know that counselors influence students' aspirations, plans, enrollments, and financial aid knowledge. Meeting frequently with a counselor increases a student's chance of enrolling in a four-year institute, and if students, parents, and counselors work together and communicate clearly, students' chances of enrolling in college significantly increase". An institution's own members of staff, through telephone conversations and email correspondences to prospective students, also play a major role in influencing student choice decision.

Management of Institute:

Management people are the in-direct source of influencers. These people are the main service providers in the education services. Here, pre-students may not approach management people, however, pre-students have a perceived value or an image for the management and brand of the institute. Management people communicate their culture, style and brand through their publications, sponsored programs, paid and non-paid sources of advertisements and social events. Pasternak (2005) pointed out that the information given by the management through institution's own printed materials is also very influential in student choice process. Despite numerous sources of information, there is still a general lack of adequate information for prospective students and their parents to make meaningful comparisons among universities offering the same or similar academic program, due to poor and less informative and promotional materials designed by the managements of educational institutions.

Current-students (Prospective Students):

Current-students are the real experience holder of the service which is offered by the institute as they are currently in touch with the service and facilities of the institute. They are the real word of mouth for the institute as well as for the pre-students. But, their positive message delivered to the pre-student will depend on the type of experience they are receiving. However, families reveal a growing trend in which current-students commonly identify parental encouragement as a primary reason for deciding selection of institute [START_REF] Saenz | First in my family: A profile of firstgeneration college students at four year institutions since[END_REF]. Pre-student approaches current-students to update recent information regarding the institute as all other resources may provide old information regarding the institute. Again, they may verify the information provided by the other resources with the current-students. Pre-students often associate themselves with other individuals who have experienced the same cultural and social experiences and compare their institute going behaviors with those who are attending institute now.

Alumni (Post-Students):

Alumni are the finished product of the educational institutes. They had experienced a service and are in the perfect position to tell the value of that service in the present market. Alumni share common characteristics and interest with the pre-students. Pre-students take information from the Alumni for the future scope and value of educational program provided by the institute. However, opinion and the information provided may be different from alumni to alumni depending on the services and the level of satisfaction the alumni received from institute.

Pre-Student themselves: Pre-students take their decision mostly after collecting all information from all available sources and compares them with their personal factors. Most pre-students after collecting primary information from school teachers, friends, family prefer to visit directly to the concerned institute to verify physical evidence. They interact with administrative staff as well as faculty of the institute on academic or financial aspects. Pre-students look for institute settings that are consistent with their own environment and culture. Most of time, pre-student himself is not capable of taking decision without making a contact with the network of information sources. They make coalition, a temporary alliance to get this information. Coalition is defined as a group of an interacting group of individuals, deliberately constructed, independent of the formal structure, lacking its own internal formal structure, consisting of mutually perceived membership, issue oriented, focused on a goal or goals external to the coalition and requiring concerted member action.

Conceptual Model -Service Mix: By the people for the people

Institute

Reference Group

Fig. 1: Conceptual Model adopted and modified from Riley -A buyer's decision-making process, 2012

Objective and Research Methodology

The objective of this research was to find out people's influence, which is a referred group for a student, in selection of technical educational institute for a student and how is the of influence when compared to satisfaction of their decision of selection. A qualitative research through a survey was made. It comprised of a structured questionnaire sent through e-mail to the current-students enrolled and passed-out students (alumni) belonging to the technical institutes affiliated to North Maharashtra University. Sample size (n) was calculated at 95% Confidence Level for which Standard Normal Variate (Z) is 1.96 & at Standard Error (e) of 0.03 by =

; where n = Sample Size to be used for this study, N = unknown population, p = Estimated Portion of Population N. For p = 90%, 'n' comes out to be 553. However, sample size of 641 was selected by quota sampling from technical institutes offering different programs in engineering, pharmacy and management. The questionnaire comprised of demographic factors of students with questions measuring influencers impact on the selection of technical institute on a scale ranging from 0 to 5, where value zero, was no influence at all and value five, was most influence.

The demographic characteristics of the sample is described as below;

Hypothesis

H1:

The people factor of service mix influence the student's decision of selecting a technical education.

H2:

Satisfaction due the decision of selecting a technical institute is affiliated with influence of people mix (influencers).

Data Interpretation and Findings

Influence of people mix (Influencers)-(Testing H1)

Descriptive statistics for the responses collected on the influence of people mix in selecting technical educational institute are summarized in following table & bar char with their mean, standard deviation, variance & coefficient of variance.

Previous School/Coaching Influencer School Teachers Coaching Teachers

		Students Related Influencer		Influencer
		Pre-Student (Self) Parents Brothers & Sisters Relatives Friends		Management Staff Current-Students Post-Students
	Need Recognition	Information Search	Evaluation of Alternatives	Selection by Student	Satisfaction

Influencers Descriptive Statistics

One-Sample T test of µ=3 vs µ≠3 From the table µ≠3, at confidence level 95%. Hence H1 is accepted which state that the people factor of service mix influence the student's decision of selecting a technical education.

Satisfaction of decision of selection Vs Influencers -(Testing H2)

Now, to know whether the satisfaction of decision for the selection of technical educational institute has a relationship with the influencers, the responses collected on satisfaction level; completely satisfied, somewhat satisfied, somewhat dissatisfied and completely dis-satisfied, were measured and were found as shown in following bar chart with their mean.

From the above bar chart, it is observed that the students are most Completely Satisfied when the decision is influenced by the Pre-students themselves (Mean=4), followed by Management People and brand (Mean=3.7) and Parents (Mean=3.3).

However, the students are most Completely Dis-satisfied when their decision of selection of technical educational institute is influenced by Pre-students themselves (Mean=4), Alumni (Mean=1.5), Management People (Mean=1.4). Thus it can be seen that there is relationship of satisfaction of decision taken with the influencers those who have motivated towards that decision. H2 hypothesis is accepted as p-value from Chi-square test for Association and General MANOVA are p=0.038 and p=0.00 with F-value=3.325 respectively, both are significant at p<0.05 when all influencers combined. Among all influencers, the influence of Management People (F=17.11, p=0.00), Pre-students themselves (F=14.15, p=0.00), Alumni (F=12.26, p=0.00), Institute's Staff (F=10.93, p=0.00) and Current-students (F=9.20, p=0.00) have high relationships. This means that their level of satisfaction for a decision is highly associated when their decision for selection are influenced by these influencers. On the other hand, the level of satisfaction with their decision are less associated when their decision has influenced by Relatives (F=2.93, p=0.50) and Parents (F=4.31, p=0.14)

Summery and Conclusions

In educational services, 'People Mix' plays a vital role as 'People' here are the service providers (management people, staff) as well as service receivers (students). In today's scenario where technical education is gaining it's important due to its vital contribution towards economic growth of the country, it is important for the technical institutes to whom to serve and when, where and how? At the same time, institutes should know what sources students and the influencers are using to search institutes.

Without guidance from a friend, teacher or a family member, many students fear to take decision at their own, even if they decide to take at their own, they end up with the same setting.

It is important to know institute's strongest influencers, so that the institute can create a communication strategy that incorporates them into the outreach process. For example, if professors are one of strongest influencers, make sure they are sharing institute's strategic value messages when they have conversations with prospective students. If parents are strongest influencers, make sure that the institute has an appropriate communication channels set up with the parents. Schools and school teachers can be targeted by delivering seminars on career counselling, through technical educational awareness programs, education fairs at their places. Alumni and Current-student's relationship are the assets without cost for the institutes in term of 'word of mouth' because their communication is based on true experience of the service. Social media (engagement through Facebook pages, LinkedIn) is an important part of alumni, current-students and pre-students' engagement. It's a means to stay connected for long way and forever.

It is now a must, to build relationships, not just links and not just clicks! Relationship building though, is a toughest job, as meeting people face to face and having a cup of coffee with them might be tougher, but with today's technology sources the world might be not enough to build relationship. The institutes must identify the tools to connect and re-connect the influencers.

All influencers are needed to work to explore all possible avenues towards the growth and development of technical education by motivating the prospective students towards technical education. However, the institutes those who will act a lubricant for relationships will only survive, after all 'for the people by the people' cannot run without bonds and relationships.