IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01484219.html
   My bibliography  Save this paper

Engineering a Woman: Marketing Opportunities and Challenges in India

Author

Listed:
  • Prashant Mahajan

    (R. C. Patel Institute of Technology, Shirpur)

  • Suresh Golahit

    (KVPS's SPDM College Shirpur -)

Abstract

Engineering plays a key role in supporting the growth and development of a country's economy as well as in improving the quality of life for citizens. Most of developed countries witnessed economic growth with the contribution of women in engineering field. In developing countries like India women remained under-utilized resource. Women in engineering are probably the single best investment that can be made in the developing world. There is clearly room for improvement – not only in recruiting women into engineering, but also in retaining and promoting those women who wish and do enter the profession. This study was designed to investigate a perception and determination of undergraduate women towards accessing Engineering Education. The study has highlighted women's perceptions and experiences on accessing engineering education through institute's Marketing Mix strategies which enables women to take up strategic positions to enjoy success in engineering education and career. Findings of this study revealed that women students in engineering are better satisfied and act of referring services/program to others is higher than men students in terms of numbers for a particular set of marketing mix applied to gender. A qualitative research survey through a structured questionnaire for the students who are studying or have recently completed their engineering education from reputed engineering institutes affiliated to the North Maharashtra University, Jalgaon, India was conducted. The study discloses women's approach to engineering education in terms of marketing mix; program, price, place, promotion, people, physical evidence and process. Women tended to rate most the marketing criteria as having a higher level of importance than men. Women needed more communal support while making decision making of selection of engineering education. The survey is delimited to the engineering education belonging to North Maharashtra University, Jalgaon and Khandesh region, a rural part of India. Findings of the study will be useful for the institutes and direct and indirect service providers of engineering education in developing a communication program and should be utilized and integrated into all aspects of the marketing program to attract women in engineering.

Suggested Citation

  • Prashant Mahajan & Suresh Golahit, 2017. "Engineering a Woman: Marketing Opportunities and Challenges in India," Post-Print hal-01484219, HAL.
  • Handle: RePEc:hal:journl:hal-01484219
    DOI: 10.11648/j.ajmse.20170201.12
    Note: View the original document on HAL open archive server: https://hal.science/hal-01484219
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01484219/document
    Download Restriction: no

    File URL: https://libkey.io/10.11648/j.ajmse.20170201.12?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Matthew D. Shank & Fred Beasley, 1998. "Gender Effects on the University Selection Process," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(3), pages 63-71, July.
    2. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
    3. Jerry A. Jacobs, 1999. "Gender and the Stratification of Colleges," The Journal of Higher Education, Taylor & Francis Journals, vol. 70(2), pages 161-187, March.
    4. Prashant Mahajan & Suresh Golahit, 2017. "Encouraging Enrolments by People's Influence; A desperate need for Technical Education Evolution," Post-Print hal-01483627, HAL.
    5. Phylis M. Mansfield & Jacquelyn Warwick, 2006. "Gender Differences in Students' and Parents' Evaluative Criteria When Selecting a College," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 47-80, April.
    6. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    7. Gary R. Pike & George D. Kuh, 2005. "First- and Second-Generation College Students: A Comparison of Their Engagement and Intellectual Development," The Journal of Higher Education, Taylor & Francis Journals, vol. 76(3), pages 276-300, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rosillo-Díaz, Elena & Muñoz-Rosas, Juan Francisco & Blanco-Encomienda, Francisco Javier, 2024. "Impact of heuristic–systematic cues on the purchase intention of the electronic commerce consumer through the perception of product quality," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Bruno Karoubi & Régis Chenavaz & Corina Paraschiv, 2016. "Consumers’ perceived risk and hold and use of payment instruments," Applied Economics, Taylor & Francis Journals, vol. 48(14), pages 1317-1329, March.
    3. Trinh Le Tan & Khanh Nguyen Chau Ngoc & Hien Le Thi Thanh & Hoai Nguyen Thi Thu & Uyen Vo Truong Hoang, 2024. "Enhancing Repurchase Intention on Digital Platforms Based on Shopping Well-Being Through Shopping Value, Trust and Impulsive Buying," SAGE Open, , vol. 14(3), pages 21582440241, September.
    4. Shan, Wei & Qiao, Tong & Zhang, Mingli, 2020. "Getting more resources for better performance: The effect of user-owned resources on the value of user-generated content," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    5. Patricea Elena Bertea & Adriana Zait, 2013. "Perceived risk vs. intention to adopt e-commerce - a pilot study of potential moderators," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 213-229.
    6. Pedro de Araujo & James Murray, 2010. "Estimating the Effects of Dormitory Living on Student Performance," CAEPR Working Papers 2010-002, Center for Applied Economics and Policy Research, Department of Economics, Indiana University Bloomington.
    7. Anne Sorensen & Judy Drennan, 2017. "Understanding value-creating practices in social media-based brand communities," The Service Industries Journal, Taylor & Francis Journals, vol. 37(15-16), pages 986-1007, December.
    8. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    9. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    10. Wann-Yih Wu & Quyen Phu Thi Phan & Adriana A. Amaya Rivas, 2018. "Correction to: How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience," Information Systems and e-Business Management, Springer, vol. 16(2), pages 477-477, May.
    11. Hupfer, Maureen E. & Detlor, Brian, 2007. "Beyond gender differences: Self-concept orientation and relationship-building applications on the Internet," Journal of Business Research, Elsevier, vol. 60(6), pages 613-619, June.
    12. Merchant, Altaf & Rose, Gregory & Martin, Drew & Choi, Sunmee & Gour, Mohit, 2017. "Cross-cultural folk-tale-elicitation research on the perceived power, humanistic and religious symbolisms, and use of money," Journal of Business Research, Elsevier, vol. 74(C), pages 113-119.
    13. Sunyoung Hlee & Jimin Lee & Daeseop Moon & Changsok Yoo, 0. "The acceptance of ‘intelligent trade shows’: Visitors’ evaluations of IS innovation," Information Systems Frontiers, Springer, vol. 0, pages 1-13.
    14. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    15. Pedro de Araujo & James Murray, 2010. "Estimating the effects of dormitory living on student performance," Economics Bulletin, AccessEcon, vol. 30(1), pages 866-878.
    16. Wang, Kai-Yu & Ting, I-Hsien & Wu, Hui-Ju, 2013. "Discovering interest groups for marketing in virtual communities: An integrated approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1360-1366.
    17. Alrawad, Mahmaod & Lutfi, Abdalwali & Alyatama, Sundus & Al Khattab, Adel & Alsoboa, Sliman S. & Almaiah, Mohammed Amin & Ramadan, Mujtaba Hashim & Arafa, Hussin Mostafa & Ahmed, Nazar Ali & Alsyouf, , 2023. "Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    18. Pham Ngoc Thuy & Le Nguyen Hau & Nguyen Kim Ngoc Duyen, 2019. "A value perspective of service interaction quality: the case of immigrants returning to native countries as medical tourists," International Journal of Quality Innovation, Springer, vol. 5(1), pages 1-15, December.
    19. Manoela Lawall Radtke & Stefânia Ordovás de Almeida & Lélis Balestrin Espartel, 2022. "What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes," Sustainability, MDPI, vol. 14(9), pages 1-25, April.
    20. Heejae Shin & Wirawan Dahana, 2017. "Asymmetric Persuasive Effects of Gain- and Loss-related Messages in Electronic Word of Mouth," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(12), pages 1-82, November.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01484219. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.