SUMMER TRAINING REPORT ON “A STUDY ON MEASUREMENT OF BRAND AWARENESS AND BRAND PERCEPTION WITH RESPECT TO ONLINE EDUCATION PORTALS AT SHIKSHA

SUMMER TRAINING REPORT ON
“A STUDY ON MEASUREMENT OF BRAND AWARENESS AND BRAND PERCEPTION WITH RESPECT TO ONLINE EDUCATION PORTALS AT SHIKSHA.COM”
“Submitted in the Partial Fulfillment for the Requirement of Post
Graduate Diploma in Management”
(PGDM)
Submitted to: Submitted by:
Dr. Neelam Tandon Shalini Pandey
Ms. Shivani Puri Roll No: 45
Batch: 2017-2019
Jagannath International Management School
Kalkaji, New Delhi
DECLARATION
The Report which I’ve made on the topic “A STUDY ON MEASUREMENT OF BRAND AWARENESS & BRAND PERCEPTION WITH RESPECT TO ONLINE EDUCATION PORTALS AT SHIKSHA.COM” is my original work.
I declare,
(a) That the work presented for assessment in this Mentorship Project Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date: ……………
SHALINI PANDEY
PGDM (IB)
CERTIFICATE FROM ORGANIZATION
CERTIFICATE FROM FACULTY GUIDE
This is to certify that Ms. Shalini Pandey of PGDM has completed her summer training project on ” A STUDY ON MEASUREMENT OF BRAND AWARENESS & BRAND PERCEPTION WITH RESPECT TO ONLINE EDUCATION PORTALS” of her own. Her work is up to my satisfaction.

Dr. Neelam Tandon
Professor-JIMS Kalkaji
Project Guide
CONTENTS
Description
Page No.

Executive Summary 7
Introduction 9
Company Profile
22
Research Methodology 29
Analysis ; Interpretation 36
Findings 45
Limitations 46
Conclusion 47
References 48
Appendix 49

ACKNOWLEDGEMENT
First of all, I would like to take this opportunity to thank my institute JIMS Kalkaji, for having SIP projects as a part of the curriculum. Many people have influenced the shape and content of this project, and many supported me through it.
I would like to thank our esteemed director Dr. J.K. Batra for giving us opportunity of doing summer internship and gaining corporate exposure.

I express my sincere gratitude to Prof. Neelam Tandon (Internal Mentor) ; Ms. Shivani Puri (External Mentor) for assigning me a project on “A STUDY ON MEASUREMENT OF BRAND AWARENESS & BRAND PERCEPTION WITH RESPECT TO ONLINE EDUCATION PORTALS AT SHIKSHA.COM”.

They have been an inspiration and role model for this topic. Their guidance and active support has made it possible to complete the assignment.
I also would like to thank Mr. Inba Rajan (vice-president) of our Organization who have helped and encouraged me throughout the working of the project.
Last but not the least I would like to thank the Almighty for always helping me
SHALINI PANDEY
PGDM (IB)
EXECUTIVE SUMMARY
I am doing my SIP on the topic “Measurement of Brand Awareness and Brand Perception with respect to online education portals”. According to my understanding Brand Awareness is the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services, basically brand awareness is the phenomenon of recognition of a particular name of the Organization which directly specify its products or services. For Second part of my topic talks about the Brand perception, it is owned by consumers, not brands. Regardless of the messages passed on by brands to their consumers, whatever people are thinking and saying about is actually your brand, which is the brand value of a particular brand in the market. I’ll do my project on the basis of primary data which will be in the form of questionnaire. The sample size would be around 200 respondents who will fill the questionnaire and accordingly the conclusion will be drawn. These questions will be based on the overall objective of the project. The research method will be based on both primary and secondary data collection. As mentioned earlier also the primary data will be in the form of questionnaire and the data about the competitors and the organization will be collected by their websites which will be the secondary data.

CHAPTER 1
INTRODUCTION
The topic of my Summer Internship report is “A Study on Measurement of Brand Awareness & Brand Perception with respect to online education portals at Shiksha.com”. Here I took this topic because I was working with an online education portal for my summer Internship that is Shiksha.com, so I wanted to measure the brand awareness of shiksha among the students who are willing to take admissions into various colleges for their respective UG/PG Courses.
Here the motive behind taking this topic was to understand that how the students are taking their decision while selecting a college. Which medium are they preferring offline or online and if they are using online medium they are they going to online education portals such as shiksha?
Above questions were there in my mind while choosing this particular topic, there are more questions also about which we’ll discuss in the report further. So now if we talk about a Brand, a Brand is like a Label which we give to our products. Brand is a type of product manufactured by a particular company under a particular name. it is possible that the brand is the parent company but sometimes it has been seen that the organizations launch certain new products with a different name, and this name gains so much popularity that it becomes a brand, people forget the parent company and only recall the name of the brand or the product.
Example: if we talk about Lakme, then Lakme is a brand but its parent company is Hindustan Unilever. Most of the people are unaware about the parent company although they are using their products but because they use their products so frequently they tend to believe that the brand is the parent company. And if talk about the other side of the story which says that the Brand and the parent Organization are the same, example Zara, it is known for a good quality apparel brand. Zara has introduced or launched any different label under it. It is selling its product under the name of the parent company only.
The organization in which I had done my Summer Internship has also launched certain brand names such as Shiksha.com, Jeevansathi.com, Naukri.com, 99acres.com under it but their parent Organization is only one i.e. Info Edge India ltd.

This tells us that the Brand can be a different product of the same organization or it can be the organization also. In both the cases the fame and the popularity that the products get under a specific label gives a huge amount of revenue to its Owners.

Now if we come down to our topic which is related to online education portals in India. So let’s talk about the industry of online education portals in India. Basically we will start with the Education Industry in India.
EDUCATION INDUSTY IN INDIA
India has 850 operational universities as of April 2018.

There are 39071 colleges and 11923 Stand Alone Institutions
With both the Government and the private sector stepping up to invest in the Indian education sector, the number of schools and colleges have seen an uptrend over the past few years
Government’s initiative to increase awareness among all sections of the society has played a major role in promoting higher education among the youth.

Total number of agricultural universities in the country increased from 35 in 1999 to 75 in 2017.

Total enrolment in higher education has been estimated to be 34.6 million with 18.6 million boys and 16 million girls. Girls constitute 46.2% of the total enrolment.
Gross Enrolment Ratio (GER) in Higher education in India is 24.5%, which is calculated for 18-23 years of age group. GER for male population is 25.4% and for females, it is 23.5%. For Scheduled Castes, it is 19.9% and for Scheduled Tribes, it is 14.2% as compared to the national GER of 24.5%.

About 79.3% of the students are enrolled in Undergraduate level Programme. 1, 26,451 students are enrolled in Ph.D. that is less than 0.4% of the total student enrolment.
Maximum numbers of Students are enrolled in B.A. Programme followed by B.Sc. and B.Com. Programmes. Only 10 Programmes out of approximately 180 cover 83% of the total students enrolled in higher education.

Uttar Pradesh comes at number one with the highest student enrolment followed by Maharashtra and Tamil Nadu.

Market Size of Education Industry in India
The education sector in India is poised to witness major growth in the years to come as India will have world’s largest tertiary-age population and second largest graduate talent pipeline globally by the end of 2020. The education sector in India is estimated at US$ 91.7 billion in FY18 and is expected to reach US$ 101.1 billion in FY19E.

Higher education system in India has undergone rapid expansion. Currently, India’s higher education system is the largest in the world enrolling over 70 million students while in less than two decades, India has managed to create additional capacity for over 40 million students. By 2025, the segment is expected to reach US$ 35.03 billion.

The country has become the second largest market for e-learning after the US. The sector is expected to reach US$ 1.96 billion by 2021 with around 9.5 million users.

KEY PLAYERS IN THE INDUSTRY
Shiksha.com Pagalguy.com careers360 collegedunia
Collegedekho.com HTCampus

OBJECTIVE
The objective of my internship is “to analyze the reach of offline v/s online advertisement with respect to student’s decision-making process in selecting the college of admission”
This means, we’ll see that which mode the students are preferring to make their final decision, whether its online or offline. For the we first need to understand what exactly is online and offline advertisements?
Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons.

If my targeted audience is getting distracted and using online medium then it may have gone through various online education portals or may be institutes/college’s actual websites. They may have also got distracted through the mailers which continuously come on their mails with attractive designs and required information about the college. Now there are different types of online advertising, and they are as follows:
ONLINE ADVERTISEMENT
Display Advertising
Display advertising is a type of online paid advertising, typically using images and text. The most popular forms of display ads are banners, landing pages (LP’s) and popups. Display ads differ from other ads because they do not show up in search results.
lefttop
Social Media
There’s no doubt that social media advertising just keeps growing and growing each year. Consider these numbers: There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day. According to the Hootsuite social media advertising statistics, social media advertising budgets have doubled, worldwide, from $16 billion to $31 billion in the past 2 years alone.
Native Advertising
Have you ever noticed those sponsored ads at the bottom of blog or FB posts? They can be “other recommended readings” or “other people liked” with suggested examples for users to click on. This is native advertising.

Remarketing
Remarketing (or retargeting) is a type of online advertising that does exactly what it says it does. This cookie-based technology literally followers the user around the internet, in order to remarket him/her again. Statistics show that only 2% of web traffic converts on the first visit, which means 98% of users leave without converting right away. These users are targeted once they leave the website by then seeing subtle hints (ads), reminding them about their previous interest. Here’s how the code works:

Affiliate Marketing
Affiliate marketing is promoting a company’s product while earning a commission for each sale that was made. It’s essentially a 3-party advertising agreement between the advertiser, publisher and consumer. It’s widely adopted with bloggers who have large numbers of followers and are looking to gain passive income.

I can relate these online advertisements with my work which I did during my internship. We used to design mailers and banners for our clients. These drafting of mailers was first done in word document in our department called client servicing then to design team and cop service team.
The mailers were of two types majorly:
Course Specific Mailers
Institute Specific Mailers
The mailers included the relevant brief information about the client. For example, say if our client was Sharda University and we had to design a mailer for their MBA program then the information such as placements, faculty, rankings, fees, scholarships.
I had designed almost 50 mailers and 30 banners for our different clients.

OFFLINE ADVERTISEMENT
Using advertising resources of the real rather than the virtual marketing world like newspapers, billboards, flyers, radio and TV spots etc. Offline Advertising can be very effective, even for Internet marketers promoting their websites, especially when one is targeting a local public. Types of offline advertisement are as follows:
Television
People who are watching TV often have their mobile phones or tablets right at their fingertips. Integrating TV commercials into your strategy can drive potential customers to their web-connected devices with immediate calls-to-action.

Radio
By incorporating both terrestrial and digital radio, you can put your message in front of your target audience as they go about their daily lives, whether working, playing or driving. In fact, according to a recent Nielsen report published in Business Observer, 93 percent of adults in America listen to AM/FM radio weekly.

Print Advertisements
In an environment where everything seems digital, print can often give a solid, authentic feel to your message while still reinforcing and driving consumers to your digital platforms. If your target audience is reading the newspaper and magazines regularly, that is where you want to be.

Direct Mail
Direct mail is unique in that potential and current customers are inviting you into their homes where they can keep your literature on the fridge or table reminding them daily of your existence.

After understanding in detail about offline and online advertisement now we must come to our main objective i.e. how these advertisements are affecting the decisions of students who are aspiring to take admissions into various UG/PG courses as per their qualification and interest. If our students are using online/offline medium then which medium is coming out as the best.

CHAPTER 2
COMPANY PROFILE

1.1 ORIGIN
Info Edge has an in-depth understanding of the Indian consumer internet domain. With years of experience in the domain, strong cash flow generation and a diversified business portfolio, it one of the very few profitable pure play internet companies in the country.

The company was incorporated on May 1, 1995 under the Companies Act, 1956 as Info Edge (India) Private Limited and became a public limited company on April 27, 2006. Starting with a classified recruitment online business, naukri.com, Info Edge has grown and diversified rapidly, setting benchmarks as a pioneer for others to follow. Driven by innovation, creativity, an experienced and talented leadership team and a strong culture of entrepreneurship, today, it is India’s premier online classifieds company in recruitment, matrimony, real estate, education and related services.

Its business portfolio comprises:
Recruitment: Online recruitment classifieds, www.naukri.com, a clear market leader in the Indian e-recruitment space, www.naukrigulf.com, a job site focused at the Middle East market, offline executive search (www.quadranglesearch.com) and a fresher hiring site (www.firstnaukri.com). Additionally, Info Edge provides jobseekers value added services (Naukri Fast Forward) such as resume writing.

Matrimony: Online matrimony classifieds, www.jeevansathi.com, is among the top three in India’s online matrimonial space and has offline Jeevansathi Match Points and franchisees.

Real Estate: Online real estate classifieds, www.99acres.com, is India’s largest property marketplace covering almost all the major cities and a large number of agents and developers.

Education: Online education classifieds, www.shiksha.com, is the smartest gateway for students to achieve their goals.

The company’s spirit of entrepreneurship has also been evident in the investments it has made in early stage companies/start-up ventures to tap into the growing and vibrant Indian internet market. Currently, the company has investments in Zomato Media Private Limited (www.zomato.com); Applect Learning Systems Private Limited (www.meritnation.com); Etechaces Marketing and Consulting Private Limited (www.policybazaar.com); Kinobeo Software Private Limited (www.mydala.com); Canvera Digital Technologies Private Limited (www.canvera.com); Happily Unmarried Marketing Private Limited (www.happilyunmarried.com); Goa-based Mint Bird Technologies Private Limited (www.vacationlabs.com); Mumbai based Green Leaves Consumer Services Private Limited (www.bigstylist.com); and Rare Media Company Private Limited (bluedolph.in).

1.2 GROWTH ; PRESENT STRATEGY
With a network of 62 offices located in 43 cities throughout India, Info Edge has 4,049 employees engaged in innovation, product development, integration with mobile and social media, technology and technology updation, research and development, quality assurance, sales, marketing and payment collection. It has also made forays abroad into the Gulf market with the website www.naukrigulf.com and currently has offices Dubai, Bahrain, Riyadh and Abu Dhabi.

In terms of accounting standards, Info Edge has the following subsidiary companies:
Naukri Internet Services Private Limited and Jeevansathi Internet Services Private Limited, which own internet domain names and related trademarks;
Allcheckdeals India Private Limited which provides brokerage services in the real estate sector in India;
Info Edge (India) Mauritius Limited primarily to make overseas investments of the company (under liquidation);
Applect Learning Systems Private Limited which is engaged in business of kindergarten to class12 (K-12) assignment and tuitions through its online portal Meritnation.com;
Zomato Media Private Limited, which operates an online food guide portal zomato.com; and
MakeSense Technologies Private Limited, owner of proprietary software for semantic search which augments search capabilities for both recruiters and job seekers, principally on naukri.com.

Additionally, investments made by Info Edge in other companies may have been routed through some of these subsidiaries.

ABOUT SHIKSHA

Launched in May 2008, shiksha.com represents a huge opportunity to transform existing users of other mediums into internet users for the education sector. The demand for education and Edu info services is rapidly growing in India due to an increase in enrolment in secondary education and participation of the private sector is resulting in greater awareness and spending on classifieds.

shiksha.com is primarily a portal for information exchange; it connects the education seeker with the education provider. Its Campus Connect platform enables a direct touch point for higher education aspirants with current students across colleges in India. The site also provides access to credible, verified data on top recruiters and alumni salary.

A student (typically after having completed schooling, i.e., 10+2) can access comprehensive information on colleges, courses, scholarships, admission notifications, ask questions and get answers from users/experts and view recommendations for various colleges and courses. The site provides tools that enable its users to make a well-informed decision by interacting with a community of users, domain experts and college/school alumni. For example, a Shiksha user can start a discussion at Shiksha Café or an ask ; answer session, to seek the opinion of other users and domain experts including alumni and fellow students or the institute itself.

1.3 PRODUCTS ; SERVICES
Few Products that we have at Shiksha are as follows:
Mailers
Landing Pages
SCAN
Site Banners
Category Sponsors
Ranking Page Pushdown
FB Banners
1.4 MARKET PROFILE
Shiksha is the leading brand in Online education classified in India. It is part of Info Edge India (Ltd), India’s leading internet company with well-known brands like naukri.com, 99acres.com & jeevansathi.com. Having revolutionized the online classified space, today Info Edge has a market capitalization of over Rs. 95 billion, an employee base of 3800 associates with presence in 41 cities in India and Middle East, and we’re geared to grow much bigger. Our financial track record shows a strong upward trend – Net Sales in FY 13-14 were Rs. 5051 Million with CAGR of 21.4% for the last 5-year period.

Taking students further: All the way to the course ; college of their choice.

Shiksha is the smartest gateway for students looking to further their career aspiration both in India and abroad.

     

Over 14000Institution 40,000plus courses Registered databaseof over 3 million students
Being the top online education classified Shiksha.com had a revenue of 220 million in 2014 and growth as high as 52%. The website provides detailed information on colleges, courses, scholarships and admission notifications, students can ask questions and get users/ experts to answer and also view recommendations for various colleges and courses. The site provides tools that enable its users make a well-informed decision by interacting with other Shiksha users, domain experts and college /school alumni. In the recent time Shiksha has successfully created a niche space for itself as a one stop solution for getting information on post school academic and career pursuits.

On the other hand, the site helps institutes/colleges attract high quality admission enquiries and thus talent. The revenue model is based on advertisements placed by colleges, institutes and universities. Broadly, there are three categories of clients:
Indian education players (universities and institutes)
Test preparation and coaching institutes
Overseas universities and colleges targeting Indian students
The business is supported by offices across a few cities in India.

CHAPTER 3
RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY
The objective of my project is “to analyze the reach of offline v/s online advertisement with respect to student’s decision-making process in selecting the college of admission”
This means, we’ll see that which mode the students are preferring to make their final decision, whether it’s online or offline. In the earlier pages of this report we’ve already discussed in detail about offline and online advertisements. As I did my summer internship in Shiksha so I’ve taken care that all these online advertisements get related to the organization as in Shiksha we followed the online mode of advertisements and for this we had certain products which we sell to our clients. These products are as follows:
Mailers
Landing Pages
SCAN
Site Banners
Category Sponsors
Ranking Page Pushdown
FB Banners
Above mentioned are the few products which we used to cater in Shiksha. And they very well fall in place if we talk about online advertisements.

So to justify our Objective we’ll work further on it by collecting primary data through questionnaires. I got 200 respondents for my questionnaire. And in the analysis section we’ll discuss about the results of the same. We’ll show that users who are preferring online mode to find out their colleges, they might have gone through Shiksha first then probably have made their respective decisions.

SAMPLE & SAMPLING METHOD
A sample is a smaller, manageable version of a larger group. It is a subset containing the characteristics of a larger population. Samples are used in statistical testing when population sizes are too large for the test to include all possible members or observations. A sample should represent the whole population and not reflect bias toward a specific attribute.

Sampling methods are of many types, few of them are as follows:
Random sampling is the purest form of probability sampling. Each member of the population has an equal and known chance of being selected. When there are very large populations, it is often difficult or impossible to identify every member of the population, so the pool of available subjects becomes biased.

Systematic sampling is often used instead of random sampling. It is also called a Nth name selection technique. After the required sample size has been calculated, every Nth record is selected from a list of population members. As long as the list does not contain any hidden order, this sampling method is as good as the random sampling method. Its only advantage over the random sampling technique is simplicity. Systematic sampling is frequently used to select a specified number of records from a computer file.

Stratified sampling is commonly used probability method that is superior to random sampling because it reduces sampling error. A stratum is a subset of the population that share at least one common characteristic. Examples of stratums might be males and females, or managers and non-managers. The researcher first identifies the relevant stratums and their actual representation in the population. Random sampling is then used to select a sufficient number of subjects from each stratum. “Sufficient” refers to a sample size large enough for us to be reasonably confident that the stratum represents the population. Stratified sampling is often used when one or more of the stratums in the population have a low incidence relative to the other stratums.

Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This nonprobability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.

Judgment sampling is a common nonprobability method. The researcher selects the sample based on judgment. This is usually and extension of convenience sampling. For example, a researcher may decide to draw the entire sample from one “representative” city, even though the population includes all cities. When using this method, the researcher must be confident that the chosen sample is truly representative of the entire population.

Quota sampling is the nonprobability equivalent of stratified sampling. Like stratified sampling, the researcher first identifies the stratums and their proportions as they are represented in the population. Then convenience or judgment sampling is used to select the required number of subjects from each stratum. This differs from stratified sampling, where the stratums are filled by random sampling.

Snowball sampling is a special no probability method used when the desired sample characteristic is rare. It may be extremely difficult or cost prohibitive to locate respondents in these situations. Snowball sampling relies on referrals from initial subjects to generate additional subjects. While this technique can dramatically lower search costs, it comes at the expense of introducing bias because the technique itself reduces the likelihood that the sample will represent a good cross section from the population.

For sample and sampling method I have used questionnaires which come under systematic sampling method. Questionnaires are part of my primary research work, I have designed a set of questions where I have asked questions like is the student willing to go for higher studies, is planning for UG/PG Course, etc. I have gone to my relatives and cousins who will pursue their higher education and have told them to spread this questionnaire among their friends so that I can get maximum responses for my surveys
PRIMARY DATA
Primary data is information that you collect specifically for the purpose of your research project. An advantage of primary data is that it is specifically tailored to your research needs. A disadvantage is that it is expensive to obtain. This data is original data and has not been used prior in any of the research works done. This type of data sets requires more time and attention to frame because you need to think a lot and then design an appropriate data which can be used to get further information about the research.

The primary data which I’ve used here is in the form of questionnaire which is related to the student survey.

SECONDARY DATA
Secondary data refers to data that was collected by someone other than the user. Common sources of secondary data for social science include censuses, information collected by government departments, organizational records and data that was originally collected for other research purposes. For my research work I have got the secondary data source from my external mentor guide who helped me understand the data and then take out the required results.
The second data which is being used in the project is from the websites of the organization and other online sources.

ANALYSIS TECHNIQUE
The process of evaluating data using analytical and logical reasoning to examine each component of the data provided. This form of analysis is just one of the many steps that must be completed when conducting a research experiment. Data from various sources is gathered, reviewed, and then analyzed to form some sort of finding or conclusion. There are a variety of specific data analysis method
Analysis technique which I used for my project is using Excel, I had made certain conclusions after getting responses on my questionnaire. I made different kind of charts and bar graphs depending upon the requirement of the data.
All the analysis work is done using Excel.

CHAPTER 4
ANALYSIS ; FINDINGS
My sample size was 200 and I did my research work using the respondents. The results were as follows.

First question in my questionnaire was that if the respondent is looking for higher education or not. This was the basis to see that if the student is willing to take admission into higher studies then only he can be part of research because here we are looking for awareness of brands available in the online education portals industry.
YES NO
154 46
Table 4.1

Fig 4.1
This shows us that the out of these 154 respondents we will get our final results about the awareness of education portals brands in students and if they are aware of it then how do they perceive it. All these things will be covered further in our study.

Next part of my research work was to see that that in which the student is willing to take the admission. Whether it is an UG course or a PG course. So the results were as follows:
UG PG
96 58
Table 4.2

Fig 4.2
In the above pie chart, we can see that out of the respondents of 154 student who were willing to admissions into various UG/PG courses, out of them 62% students were looking for an UG courses and rest of them were looking for admission in PG courses.

Next part of research was about online medium or an offline medium. So out of the respondents of 154 students we’ll see now that what percentage is exactly going for using an offline or an online medium to look for their search of colleges.

ONLINE OFFLINE
128 26
Table 4.3

Fig 4.3
In the above-mentioned chart, we can see that out of total respondents 83% is going for an online medium rest is going for offline medium. These online medium and offline medium is further bifurcated into various sub categories. The sub categories for offline medium were TV Advertisements, Radio, and word of mouth. And the sub categories for online medium were education portals, institute website, mailers, etc.

Firstly, we will talk about the offline media which our 17% of our students are preferring over online media. This tells us even today also there are few people who still follow traditional methods for such things. They believe on what their friends and family are saying about a particular college or course.

So here the offline media was divided into following sub categories:
Newspaper Advertisement 2
TV Advertisement 6
Word of mouth 12
Radio Advertisement 2
Others 4
Table 4.4

Fig 4.4
We can see that out of the people who are using offline media are majorly dependent on word of mouth as majority is with the third sub category which says word of mouth. By word of mouth here we mean that the suggestions which the students are getting by their friend or families who they think know more much more than them. Here the next majority is with TV Advertisements. After talking with their family and looking on TV Advertisement, finally the student take his final decision as to in which college he will go.

Next bifurcation will be done with online mediums of looking for colleges. Here we’ll see that out of 128 respondents, which amongst them is more popular. Now is the time of technology, it always becomes more easier and convenient if we get all the information by just sitting at our homes, so the sub categories of online media are as follows:
Mailers 10
Social media influences 26
Educational Portals 82
Institute/college Website 36
Table 4.5

Fig 4.5
After looking at the chart we can see that maximum number of people are going through online education portals like Shiksha to look for colleges for their higher studies, following education portals the sub category which is in lead is institute/college’s own website. After seeing the reviews and ratings of a particular college then they go the institute page because as we know a student will definitely not make his decision before visiting the website of the university or the college which ever suits him.

As in the previous part of research we have seen that the majority was with online education portal, so the next part of the research is directly inkling towards the topic of our study which is to find out the awareness of the online education portals brands, so the results which we got from our respondents were:
Shiksha.com 41
College dunia.com 3810019050000
15
Career360 16
Others 10
Table 4.6

Fig 4.6
In the above-mentioned chart, we can again see a clear majority is with Shiksha, which means the students who are looking online for their colleges are going through Shiksha first. They are not using any of the competitors of Shiksha. Here we can see the major competitors of Shiksha which are college dunia, careers360 and etc.

As we’ve seen a clear majority in the previous part of our report which was Shiksha, so now we will focus of the USPs f shiksha. What makes the student to for for shiksha? The qualities which we found out from the respondents are as follows:
Information about College 7
Comparision16
College Listings 4
Ratings 6
Others 8
Table 4.7

Fig 4.7
Above mentioned are the few qualities of shiksha which we got to know from our respondents. Here we can that the platform for comparison of colleges is most famous among students as they get to know the qualities of one college over another which helps them taking the final decision. We’ve seen other qualities as well, the information, college listing, as we know Shiksha has almost 14000 colleges registered on it, the ratings which is given by industry experts to colleges also helps the student to make his final decision,
We also saw that there were students who went for online education portals other than Shiksha. So now we should also know that on aspects Shiksha needs improvement. For this also we’ve got answer from our respondents the few improvements which are required for shiksha as according to students are as follows:
More Courses 14
information about coaching institutes 22
Others 5
Table 4.8

Fig 4.8
We saw three categories which according to our respondents are week areas for Shiksha. These categories say about the more courses like courses related to extracurricular activities for students related to dance and sports. Next says about better information about Test preparation institute. And in the others column we had points such as website was slow sometimes, the counsellors didn’t them proper information etc.
FINDINGS
Findings are the information discovered as the result of an inquiry or investigation.

Whenever we do any research work, we do it to find out something here also I did this report to find out the brand awareness of online education portals among students who are looking for their higher studies.
I found that that among all the online education portals which are present in the market, Shiksha is best amongst them. It provides the most reliable and correct information about the institutes and colleges.

we first found out that more students are going through using online medium to look for their respective searches. There were students who still look for offline media, they go with traditional methods of taking suggestions from their family members and etc.
After finding out that online mediums are most common among student these days to search for their desired colleges, we came down to which online medium is preferred mostly by the students. The answer to this was online education portals like Shiksha.

This shows that students are aware about the brand Shiksha and they have a positive perception about it.
Above these findings completed our research and gave a conclusion that Shiksha is preferred among students while selecting for their colleges.

LIMITATIONS
We did our project on the topic “A study on measurement of brand awareness & Brand perception with respect to online education portal at Shiksha.com. below mentioned are the few of the limitations which I faced during this study:
The sample size was comparatively low because we cannot predict something just after analyzing the sample data of 200 respondents.

A better understanding of the industry was required. As the project was related to the education industry, I had limited information with me.

A better understanding of using Excel as All the analysis and finding part was done using excel.

The conclusions and results that I’ve interpreted are my own and best of my knowledge but as the information is based on self-reported data, there are chances of mistakes.

Lack of prior research studies on the topic — citing prior research studies forms the basis of your literature review and helps lay a foundation for understanding the research problem you are investigating.

CONCLUSION
After doing my summer internship project on the topic “Measurement of Brand awareness & Brand perception with respect to online education portals”, I would like to conclude that Shiksha is a online education portal which is preferred among students these days to look for their colleges for higher education. This we found out through our primary research done with a help of questionnaire with a sample size of 200 respondents. We asked them different questions and tried to frame a detailed study on the topic.

After doing this project we’ve come to the following conclusions:
In India, almost 85% people go for higher Education
Out of these 85% audience, a majority of them select their colleges using online medium or going through the education portals or the institute’s website.

Shiksha is the most preferred online education portal among students who are willing to take admission into various higher education programs.

Few USPs came in front of us, like the ratings which is provided by professionals on shiksha, the comparison function is there which is helping shiksha a lot because it is helping students to see the difference between two colleges which is more convenient for students these days because they don’t need to go to visit different college to take their final decision.
We also came through few qualities of shiksha which improvement according to the respondents Shiksha needs should add some more extra-curricular courses like dance and sports.

So in the end our objective is fulfilled i.e. “to analyze the reach of offline v/s online advertisement with respect to student’s decision-making process in selecting the college of admission”.

REFERENCES
http://www.infoedge.in/https://www.shiksha.com/https://www.careers360.com/https://collegedunia.com/http://socioline.ru/files/5/283/kotler_keller_marketing_management_14th_edition.pdfhttps://www.quora.com/https://www.wikipedia.org/https://assets.kpmg.com/content/dam/kpmg/in/pdf/2017/05/Online-Education-in-India-2021.pdfhttp://mhrd.gov.in/sites/upload_files/mhrd/files/statistics/PilotReport_1.pdf
APPENDIX
PERSONAL DETAILS OF THE RESPONDENTS:
NAME: MOBILE. AGE:
Are you looking for admissions into colleges? (Yes/No)
If yes, then for which course are you looking for admissions? (UG/PG, specify course)
Which mode do you prefer while selecting colleges? (online/offline)
If offline, then which medium do you prefer?
OFFLINE MEDIA YES NO
Newspaper Advertisement TV Advertisement Word of mouth Radio Advertisement Others 5. If you chose online, then which of following do you use to get the information?
ONLINE MEDIA YES NO
Google Facebook Educational Portals Institute/college Website Which among the following will you prefer to look for the information regarding colleges?
YES NO
Shiksha.com College dunia.com Career360 others If you chose Shiksha, then which feature of Shiksha did you like the most?
What according to you shiksha can improve upon?